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Outfront Media Collaborates With Frisco for OOH Campaign

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Outfront Media (OUT - Free Report) has collaborated with Frisco Fresh Market, in sync with its efforts to focus on out-of-home (OOH) advertising business. With this campaign, the company will announce inauguration Frisco’s new outdoor farmer’s market.

Specifically, Outfront Media has planned a unique "tease and reveal" design for the campaign, which has been developed by Outfront Studios. The campaign, which will be displayed across Texas, will be running for seven weeks from Jun 11, 2018 to Jul 29, 2018. The new outdoor farmer’s market is scheduled for Jun 30, 2018, and will be displaying different local and national fruits, and vegetables.

Through the best-in-class technology and assets in premium high-traffic outdoor spaces, Outfront Media will likely help in reaching the target audience and drive the campaign.

Dave Wood, regional vice president at Outfront Media informed, "Out-of-home continues to be the best platform for creating engaging content that catches the attention of large audiences.”

Of late, Outfront Media has been focusing on the expansion of its OOH advertising business. In May 2018, the company partnered with Greenridge Farm. The primary motive behind this campaign is to ensure that people check the ingredients and rationally compare meats offered by different brands.

Earlier, in April 2018, the company announced a collaboration with Ford Motor Company for an OOH advertisement campaign, which is going to run through July and display Mustang’s 2018 model.

Notably, the OOH advertising is growing at a rapid pace and continues to increase its market share in comparison with other forms of media. Moreover, fragmentation across other advertising media and technological advancements in the OOH segment are aiding the shift to outdoor advertising. Therefore, to tap growth opportunities, the company is expanding its footprint and providing a unique technology platform to marketers.

In fact, Outfront Mobile Network offers advertisers additional data analytics features and helps in drawing more audiences. Further, the company’s digital platform offers real-time geo-location audience data to advertisers. This will help advertisers channelize their funds efficiently to Outfront Media’s assets. This is anticipated to serve as major growth driver for the company.

However, Outfront Media faces stiff competition from other outdoor advertisers, regarding customers, display locations and structures. It also competes with other media, including conventional platforms along with online, mobile and social media platforms. This is anticipated to adversely affect the company’s pricing power in the market.

Amidst soft market concerns, shares of this Zacks Rank #3 (Hold) company have underperformed the industry in the past six months. Its shares have moved down 15.4% against the industry’s decline of 0.8%.


Stocks to Consider

A few better-ranked stocks from the same space include LaSalle Hotel Properties (LHO - Free Report) , Columbia Property Trust, Inc. (CXP - Free Report) and Arbor Realty Trust (ABR - Free Report) . While LaSalle Hotel sports a Zacks Rank of 1 (Strong Buy), Columbia Property and Arbor Realty carry a Zacks Rank #2 (Buy). You can see the complete list of today’s Zacks #1 Rank stocks here.

LaSalle Hotel’s funds from operations (FFO) per share estimates for 2018 have been marginally revised upward to $2.22 over the past month. The stock has gained 39.7% during the past three months.

Columbia Property’s Zacks Consensus Estimate for 2018 FFO per share has been unchanged at $1.46 over the past month. The stock has rallied 14% in three months’ time.

Arbor Realty’s Zacks Consensus Estimate for 2018 FFO per share has remained unchanged at $1.03 over the past month. Its shares have returned 14.4% in the past three months.

Note: Anything related to earnings presented in this write-up represents funds from operations (FFO) — a widely used metric to gauge the performance of REITs.

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