OOH Factsheet 2017

THE POWER OF OUT OF HOME

- - - A U G 2 0 1 7 -

3. Why you should use OOH 4. A growing channel 5. Top 10 OOH categories 6. Brand-building potential

7. Advantages of different formats 8. Digital OOH - the bold frontier 9. How OOH can increase web traffic – a case study 10. DOOH ad personalisation 11. Mobile interaction 12. OOH and press 13. OOH delivers excellent ROI

CONT CONT

NTENTS NTENTS

2

- -

- T H E P O W E R O F O O H - - -

It’s continually growing WHY YOU SHOULD USE OOH 1

4

It offers lots of creative opportunities

OOH is vast and encompasses everything from small static roadside ads, to the large digital displays found at Piccadilly Circus. With all these different formats available, you have more choice over which approach best suits your brand and budget.

Not only is OOH literally growing from increased media investment, but the opportunities it can provide are also growing. With continued digital and technological developments, OOH is fast becoming a medium of the digital age, rather than a relic of the past.

SONS REASONS 6

5

It’s becoming more and more flexible

2

It’s great for brand-building

OOH was once the tool of those looking to target a large number of people in a short amount of time. Now, however, the channel is much more than that. Thanks to continued digital innovations – particularly contextual targeting - you can target audiences as broad or as niche as you like.

OOH is one of the best channels to use for brand-building campaigns because it combines a wide reach with the opportunity to deliver visual and emotive ads.

3

It allows you to target consumers on the move

6

It’s brilliantly joined-up

Using OOH, you can target consumers who are already engaged in the path to purchase, directing them towards your products or services. The capability for mobile interaction also allows you to drive instant traffic to your website.

When used as part of an integrated campaign, OOH can drastically enhance digital and press activity, especially if used repetitively to reinforce brand recall.

3

- -

- T H E P O W E R O F O O H - - -

A GROWING CHANNEL

W H E N MO S T P EO P L E T H I N K O F T R A D I T I O N A L A D V E R T I S I N G , O U T O F H OM E ( O O H ) I S O N E O F T H E F I R S T CH A N N E L S T H AT S P R I N G S TO M I N D .

SPEND IN UK OOH INDUSTRY

1200

1101 1123

970 990 1018 1058

1000

897 933 976 936

881 886

848

786

782

800

702

600

400

200

0

2004 2003 2002

2017 2016 2015 2014 2013 2012 2011 2010 2009 2008 2007 2006 2005

OOH

DOOH

Increasing digital integration While traditional OOH formats are still incredibly popular and effective, OOH is also evolving and adjusting to the digital world around us. As ad technology expands its capabilities, digital out of home (DOOH) – the incorporation of digital media in traditional outdoor ad settings - is expected to experience an estimated usage growth of around 18% in 2017.

From roadside six sheets to London Underground escalator panels, every day we are surrounded by competing OOH adverts. But in an industry that is moving increasingly online, how does OOH stack up against online heavyweights like programmatic and search marketing?

Like any advertising channel, OOH offers unique benefits that – if deployed effectively – can take a marketing campaign to the next level. It is for this reason that, despite a massive industry shift towards online advertising, OOH has seen a steady growth since 2002. Perhaps more importantly, this growth is showing no sign of stopping. Talon predicts that, due to continued media owner investment, total OOH revenue will see an annual increase of 3% by the end of 2017.

4

- -

- T H E P O W E R O F O O H - - -

TOP 10

CATEGORIES

£159.5m E N T E R T A I N M E N T & L E I S U R E

T E L E C O M M S

D R I N K

R E T A I L

F I N A N C E

£109.9m £85.9m

£70.2m

£54.9m

T R A V E L & T R A N S P O R T

£33.1m C O S M E T I C S & P E R S O N A L

M O T O R S

F O O D

M E D I A

£46.4m

£52.4m

£33.6m

£26.2m

Source: Nielsen

5

- -

- T H E P O W E R O F O O H - - -

The power of reach

Back in 2013, the IPA launched their ground-breaking research into short and long-term business strategies. Since then, there’s been a lot of talk in the marketing industry about the importance of brand advertising for driving underlying brand performance and, ultimately, profit growth.

OOH has consistently proven itself to be one of the best channels for brand-building campaigns, with only TV being considered more effective. As a highly-visual medium, well-designed and eye-catching OOH adverts allow brands to better connect with consumers on an emotional level, which is key to developing and sustaining a consistent brand identity.

Reach has never been more important to advertisers, despite a migration towards personalisation and click-through. Thinkbox, the marketing body for commercial TV in the UK, recently declared that, alongside “scale” and “emotion”, reach is one of the three crucial components of effective brand-building. The sheer vastness of the OOH landscape is perfectly geared towards driving reach, especially among key advertising audiences, such as young people, ABC1s and males.

BRAND EFFECTS UPLIFT

TV Outdoor PR Cinema Sponsorship Online DM

27% UPLIFT IN BRAND EFFECTS OOH OFFERS AN AVERAGE

OOH

100

TV

Internet

80

Radio

Newspapers

60

Press Radio Couponing Sale promotion

Social Networking

40

Magazines Cinema

20

Source: Binet & Field, 2013

Source: IPA TouchPoints5

0

15% 10% 5% 0%

20%

25%

30%

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

AVERAGE HOURS

6

- -

- T H E P O W E R O F O O H - - -

ADVANTAGES OF DIFFERENT FORMATS

SMALL FORMAT

+48% D R I V E S P U R C H A S E

LARGE FORMAT

G O O D A T P R O M O T I N G B R A N D R E C O M M E N D A T I O N

+43%

TRANSPORT

H I G H E R A D A W A R E N E S S

+40%

DIGITAL

S T R O N G E R A D A W A R E N E S S

ROADSIDE

STATIC

+37%

G E N E R A T E S T H E H I G H E S T B R A N D A W A R E N E S S

S T R O N G A T D R I V I N G F U T U R E C O N S I D E R A T I O N

P U R C H A S E M E T R I C S

80%

+23%

+50%

7

- -

- T H E P O W E R O F O O H - - -

Source: Eye Tracking Digital OOH study; JCD sales analysis

DIGITAL OOH - THE BOLD FRONTIER

KEY DOOH CAPABILITIES: 1 Contextual messaging 2 Real-time updates 3 Opportunities for engaging ad copy 4 Consumer interaction 5 Digital integration

D I G I TA L O O H , O R D O O H , S H O U L D B E

Now at 50% reach, DOOH reaches larger, more engaged audiences, taking value from the context in which ads are seen and offering more creative impact. In fact, Talon’s research shows that ROI and profits are driven most at around 45% DOOH spend. Therefore, while classic OOH still has a very valid role to play in offline advertising, there are many merits of adding an additional digital layer to more classic broadcast elements.

V I E W E D A S A CH A N N E L W I T H I N A CH A N N E L - I F U S E D E F F E C T I V E LY, I T C A N H E L P E N S U R E T H AT C AMPA I G N S A R E

H I G H LY - TA R G E T E D A N D S T R AT EG I C .

Animation/motion

Animation/motion is 2x as likely to been seen and has a 60% longer viewing time than static.

Part-animated copy can generate as much as 24% more impact.

8

- -

- T H E P O W E R O F O O H - - -

A CASE STUDY

HOW OOH CAN INCREASE WEB TRAFFIC

THE RESULTS:

28%

uplift in website traffic to the Canadian Affair website while the campaign was active.

64% 35.4% 28%

increase in calls year-on-year during the same campaign period.

increase in website traffic year-on-year from DOOH and press in London.

average uplift in website traffic on days DOOH was running in London.

The campaign DOOH ads were situated across London, with full-motion displays found on the Underground and at a variety of stations. This was supported by an eye-catching display at the world-famous London advertising hotspot, One Piccadilly. With all ads directing consumers to visit the Canadian Affair website or to call and book a holiday, this campaign was highly successful at maximising consumer interest. The best way to understand the possible impact that OOH can have is by looking at an example of a successful campaign. Take Canadian Affair’s extensive digital OOH and press campaign for example.

02 Jan, 852

12 Jan, 841

1000

16 Jan, 799

05 Jan, 908

02 Feb, 796

19 Jan, 826

26 Jan, 791

900

+31%

+29%

+40%

+27%

+23%

800

+22%

+22%

Average across campaign period: 650 online visits

700

600

500

400

300

200

100

Website

0

9

- -

- T H E P O W E R O F O O H - - -

DOOH AD PERSONALISATION

B R A N D S A R E G E T T I N G SMA R T E R I N T H E WAY T H E Y U S E O O H , E S P E C I A L LY I N R E L AT I O N TO D O O H .

BENEFITS OF CONTEXTUAL COPY:

No longer a medium solely focused on generating mass appeal, digital innovation has allowed OOH to become more highly-targeted than ever before. Through the use of contextual messaging, which allows advertisers to adjust campaign messaging based on a consumer’s mind-set, location and environment, digital out-of-home has opened up many opportunities for bespoke, data-led messages that cater to specific consumer segments.

People are 55% more likely to find the advertising relevant to them.

It drives an average 30% increase across action, sales, consideration, awareness and perception metrics.

It is 44% more effective at driving behavioural change (action metrics).

It can deliver a 43% increase in neuroscience-measured emotional intensity and a 20% increase in memory encoding.

In some cases, it can lead to a 16% increase in positive brand impressions.

- - 10

- T H E P O W E R O F O O H - - -

Sources: Talon; Ocean Neuroscience; Storm Implicit Testing

MO R E O O H E X PO S U R E L E A D S TO MO R E S E A R CH E S A N D MO R E P U R CH A S E S .

MOBILE INTERACTION

In the modern world, devising a mobile-friendly campaign is less of a useful “add-on” and more of a necessity. Most consumers take their phones everywhere, using their devices to constantly research products or services they may be interested in. Of course, because smartphones are the device most likely to be used by consumers in an outdoor setting, mobile and OOH marketing naturally work well together. Making OOH mobile- interactive gives brands a huge opportunity to interact with their target audience whilst they are on the move, expanding brand reach and driving consumer interest.

Searched online

Searched via mobile

9% There’s a 17% 57% 66%

of people who see a brand in OOH take a direct action to engage with that brand.

25%

20%

20%

Source: OMC, Consumer Journey Research 2012

15%

14%

14%

difference in those taking action between those exposed to OOH and those who were not.

13%

12%

12%

11%

11%

15%

8% 8% 9% 9% 10%

10%

of consumers who engage with an OOH advertiser on their phone are new or lapsed customers.

5%

0%

of all smartphone actions are direct to the brand.

Online

WOM Press

Outdoor

Used products

Outdoor

Other

11

- -

- T H E P O W E R O F O O H - - -

Source: Outsmart, 2016

OOH Newspapers

20

15

Source: Touchpoints

10

5

0

04:30 -05:00

14:00 -14:30

23:30 -00:00

TIME OF DAY

I T I S I MPO R TA N T TO CO N S I D E R T H E WAY I N W H I CH O O H I S CO N S UM E D W H E N LO O K E D AT I N T H E CO N T E X T O F P R E S S .

Digital OOH opportunities

Once again, digital OOH offers a new opportunity for extending the reach of press. Digital technology allows marketers to use “day part targeting” to select the time of day best suited to reach different customer segments. This helps to increase relevance and efficiency, whilst also reinforcing the press message and extending the life of the campaign.

Combining press & OOH makes press work harder

Return on investment for each £ invested by advertiser:

Because press generates coverage of large audiences using one impact across the day, incorporating OOH means extending that message into outdoor settings. This helps to bolster press campaigns by bringing the campaign to life in relevant environments and targeting consumers as they go about their day-to-day lives. Research shows that heavy OOH usage can increase press ROI by up to 59%. In fact, even a light addition of OOH can improve press ROI by a quarter.

+59%

+34%

+25%

£6.82

£5.73

£5.33

£4.28

No OOH

Light

Average

Heavy

OOH USED

12

- -

- T H E P O W E R O F O O H - - -

Source: BrandScience All Retail Results Vault

OOH DELIVERS EXCELLENT ROI

Talon recently conducted a benchmark of 35+ case studies, looking at several well-known brands and the effects of their OOH activity. The research had several key findings:

AVERAGE CALL-TO-ACTION INCREASED BY 17% AVERAGE BRAND PERCEPTION IMPROVED BY 19% AVERAGE PURCHASE CONSIDERATION GREW BY 25%

NOT ON LY D O E S O O H H AV E A G R E AT C A PAC I T Y TO I MP R OV E P R E S S , B U T I T A L SO WO R KS E S P E C I A L LY W E L L I N CO N J U N C T I O N W I T H OT H E R CH A N N E L S .

Studies have shown that all media channels, except radio, improve ROI when OOH is in the mix.

ROI NO OOH

ROI WITH OOH

Source: BrandScience Results Vault

20

10

0

TV

Print

Radio

Online display

Paid search

13

- -

- T H E P O W E R O F O O H - - -

accordmarketing.com @accordmarketing

in partnership with

Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14

www.accordmarketing.com

Made with FlippingBook - Online magazine maker