L A R G E F O R M A T D I G I T A LO O H M A R K E T

WHY LARGE FORMAT DIGITAL?

The OOH landscape has evolved significantly over the last 5 years as the digital evolution continues.

A huge investment across the UK has seen a +267% increase in Large Format Digital Out of Home inventory.

Improving the quality and landscape of the OOH space but also creating opportunities for smarter, efficient and innovative planning.

Talon recommends including LFDOOH on all large format plans to ensure key city centre locations and audiences are covered.

DIGITISATION IS DRIVING OOH MARKET TRANSFORMATION

UPGRADED DOOH INVENTORY

BETTER AUDIENCE INSIGHTS

DYNAMIC DOOH CREATIVE

INTEGRATED TECH PLATFORMS

NATIONAL COVERAGE

THE SHIFT TO DIGITAL OOH

The OOH paper portfolio has drastically reduced in size whereas investment in large format digital is significant.

2014 2015 2016 2017 2018 Change over 5 years

Reach – All Adults

6 Sheets - Roadside 79,055 75,244 66,486 62,000 58,055 -27% 93.6%

48 Sheets - Roadside 25,301 22,726 15,501 13,873 12,039 -52% 85%

96 Sheets - Roadside 1,822 1,667 1,563 1,385 1,297 -29% 54.6%

Rail 6 Sheets 5,280 4,143 3,216 3,105 2,479 -53% 14.6%

Underground 48 Sheets 1,857 1,746 1,690 1,690 1,730 -7% 10.4%

Digital 6 Sheets - Roadside 245 568 1,203 1,908 2,524 930% 39.5%

Digital 48 Sheets - Roadside 51 89 123 309 371 627% 13%

Digital 96 Sheets - Roadside 7 15 18 29 37 429% 7.2%

Large Format Digital 100 143 185 317 367 267% 17.4%

Source: Talon 2018

CHANGING REACH DYNAMICS OF OOH

Frequency curves for paper 6s and 48s show the optimum national campaign delivery shift from5000 to 4000 6 sheets and 2000 to 1300 48 sheets.

For large format paper panels, the cost per incremental coverage increases considerably from 1500 panels, so is inefficient beyond that point, whilst LFDOOH now grows coverage at larger weights, due to location and national distribution.

Source: Route, Talon

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6s optimised

Prop of cost Proportion of reach

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48s optimised

Proportion of Cost Proportion of recah

Optimum shift of 6s & 48s for national campaigns.

6s from 5000 to 400048s from 2000 to 1300

LARGE FORMAT DIGITAL - COVER STILL BUILDING AT £2M

Source: Route All Adults / 2 weeks standard spot on loop / optimised for reach

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100K 200K 300K 500K 800K 1M 1.5M 2M

53% COVER

6.7 FREQUENCY

186,000 IMPACTS

PAPER LARGE FORMAT – 48S

EFFICIENCIES DRIVEN BY REALLOCATING BUDGET INTO LFDOOH

56% COVER

7.6 FREQUENCY

222,000 IMPACTS

PAPER + DIGITAL SOLUTION –48S, D48S, LFD

+ 3% points cover

+ 1 view

+ 36,000 impacts

Source: Route, average campaign

MORE EFFICIENCY

Key locations are now mostly dominated by large format digital.

To have a true city centre presence across key cities, site lists have to be built around DOOH inventory.

Example - Birmingham

LARGE FORMAT DIGITAL IS ESSENTIAL TO COVER ALL KEY UK CITY CENTRES

CITY CENTRES ARE MAGNETIC

Cities are magnetic, expanding their audience from expanded urban area by 60%

OOH ads targeting the city of Manchester reach 3x the population over two weeks and 15x the city’s own population

On average, our urban centres – particularly the central areas - attract 4x the city’s population

LARGE FORMAT DOOH HAS UNIQUE STRENGTHS WITHIN THE MEDIA CHANNEL MIX

Source: IPA Touchpoints, Millward Brown AdReaction survey 2017, Talon Campaign Benchmarks 2018

IMPACT

Seeing a brand on premium DOOH increased consumers’ positive association with ‘Fame’ metrics by 12%

DRIVING BRANDING

DOOH reaches 64% reach of UK adults per week

Large format is stronger at shifting brand perception(+23%) and recommendation (+43%)

LIKEABILITY

Nearly 40% of people are positive towards OOH ads vs 16% for online

TRUST

Talon Benchmark data shows an average uplift of 26% in trust when OOH is part of the media mix

DIGITAL OOH HAS DOUBLED OOH EFFECTIVENESS

Source: IPA campaigns analysis 2018

OOH w/o digital OOH with digital

37%

15%

Effect of adding digital to OOH

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7%

17% 17% 20%

54%

Press Radio TV Social Search

UPLIFT TO BUSINESS EFFECTS %

OOH boost business effects of all channels

Source: Ocean Neuroscience; Storm Implicit Testing

DRIVING FAME AND JUSTIFYING PREMIUM DIGITAL – IMPACT, FAME AND EMOTIONAL INTENSITY

+43% increase in neuroscience-measured emotional intensity and +20% increase in memory encoding

Priming and +36% congruence effect to other digital media (vs TV)

+17% stronger association with Iconic Fame factor and +12% for powerful and premium

SIGNIFICANTLY HIGHER ATTENTION FOR DIGITAL OOH AS EFFECTIVE PRICE GAP SHRINKS

Higher attention for animated creative over static and film; best example generated +24% impact for part-animated copy.

This means we see a real impact on attention using digital and full motion that reduces the cost differential by adding audience.

3.5 1.3Effective cost differential impact

Example: D6s

Campaign management platform

100% compatible with CLASSIC and DIGITAL

Access to live availability data and automatically book

inventory

AUTOMATION

OPTIMISATION IS THE NEXT STAGE IN TALON’S TECH AND DATA JOURNEY

New Out of Home audience segments

Audience-based planning & optimisation

Quantifiable outcome-based measurement

DATA APPLICATION

Tempo optimises large format digital OOH to drive effective delivery of audience reach

Algorithm Tool that enables incremental audience reach

through the best combination of sites that work together

OPTIMISATION

LARGE SCALE CREATIVE OPPORTUNITIES DRIVE EFFECTIVENESS, IMPACT AND BRAND PROFILE