Location / context in ooh - Talon Outdoor · Google 1.0 Google 2.0 Context seen as most relevant...

FOR A LANDSCAPE OF POSSIBILITIES

THE USE OF CONTEXT IN OOH


LOCATION & CONTEXT IN OOH

OOH is increasingly utilising the flexibility of digital OOH, location and

context in campaigns which get more bespoke messaging to the

consumer in different mind-sets, locations, environments and times of day


Alignment of Mindset,

Moment, Medium and

Message

CONTEXTUAL RELEVANCE


TemporalTime of Day Day of Week

Event/OccasionTopicality

LocationalUrban/RuralLeisure/Work

Mall/l High Street/GymRetailers/Proximity

EnvironmentalWeather

Traffic PollutionCrowded /UnlitClaustrophobic

ModalActive/Passive

Rushed/BrowsingPurposedRelaxed

Socio –BehaviouralAlone

AccompaniedPeers vs Couples

Connected

Technological“Apping”Searching

BuyingSharing

ContextEnvironments

BehavioursFormats

CONTEXTUAL RELEVANCE – SOME OF THE MANY OPPORTUNITIES


http://media-cache-ec2.pinimg.com/originals/a9/84/81/a98481eb1e2d2f84949b6eb3e182d5d2.jpg

http://media-cache-ec2.pinimg.com/originals/a9/84/81/a98481eb1e2d2f84949b6eb3e182d5d2.jpg


Creative use of OOH created a 70% increase in search

Apr 2011Mar 2011Feb 2011

0

20

40

60

80

100

Outdoor

Campaign

+70%

Source: MGOMD, JCDecaux, OMC conference 2013

LOCATION – GOOGLE VOICE SEARCH


LOCATION AND CONTENT OPPORTUNITIES CAN TAP INTO DIFFERENT

MINDSETS, ENVIRONMENTS, TIMES OF DAY AND DAY OF WEEK

Strong use of creative content to reach audiences in situ

Time Out content drove 45% increase in website traffic

Source: Time Out

http://www.thedrum.com/uploads/drum_basic_article/105795/main_images/commuterkitchen_XTP.JPG

http://www.thedrum.com/uploads/drum_basic_article/105795/main_images/commuterkitchen_XTP.JPG

http://www.timeout.com/magazines/london/

http://www.timeout.com/magazines/london/


TARGETING THE MORNING AND EVENING COMMUTES


CONTEXTUAL POINT OF SALE


INCREMENTAL SALES UPLIFT FROM OOH, DIGITAL OOH AND STORE PROXIMITY

19

15

20 20

28

32

18

0

5

10

15

20

25

30

35

Sales +% uplift

+19% +24%

Source: JCDecaux, Tesco, DunnHumby 2014/5.

22 case studies, 62% contained motion; 77%

optimised to category sales by time of day


DEEPER ANALYSIS OF LOCATION AND CONTEXT TALON CAMPAIGNS


GOOGLE OUTSIDE

In Nov 2013, Google brought the magic of Search to DOOH in London for the first time

Thousands of pieces of unique, real-time and location-based data were used

Regular DOOH screens became smart, context-aware & able to anticipate audiences’ needs

Launched in Sep 2014, the campaign was bigger with more screens and copy

Each day, 2,300 unique stories, 700 MB data, 1,000,000 spots were delivered across 1,240 digital screens

More and better stories; more contextual, more relevant

Google Outside 1.0

Google Outside 2.0

Source: Talon, Grand Visual, Google, MGOMD


GOOGLE OUTSIDE - THE OOH CONTENT IS VERY MUCH SEEN AS

CONTEXTUALLY RELEVANT

81

87

90

84

84

77

77

90

89

93

0 20 40 60 80 100

Activity

Time of Day

Wider context

Unique

time/place

Location

Google 1.0 Google 2.0

Context seen as most relevant component of

the campaign. Location more important focus to Google Outside 1.0, with broader contextual

copy implemented for Google Outside 2.0

Contextual and Locational

messaging emphasises smart

thinking and drives action.

• Over half felt more positive about Google as a brand

• Perception of Google as innovative +11%

• 1 in 5 downloaded the Google Search App

Location and context factors makes me think Google is smarter (60%)

Mobile search is influenced by the Activity we’re engaged in (60%) and the Context (52%)

Source: Talon, Google, MGOMD


GOOGLE OLD STREET: CONTEXTUAL/DYNAMIC COPY RESONATES MORE

STRONGLY AMONGST OLD STREET RESPONDENTSC

on

textu

al

No

n-c

on

textu

al

Google Trends

63%Google Maps

78%Google Doodles

58%

Android

56%

Google Earth

70%

Source: Talon, Google, OMD, JCDecaux

* Like the creative


GOOGLE OLD STREET: CONTEXTUAL COPY INCREASES AD RELEVANCE

Non-contextual copy Contextual copy


0%

50%

100%

ACTIVITY TIME OF DAY LOCATION

Relevance increased by +24% when

contextual copy used

Non-contextual copy Contextual copy dip 2

Contextual copy dip 3 Contextual copy dip 4

Contextual copy increased:

• Personal ad relevance by +22%

• Uniqueness to Old Street location by +32%

• Key brand metrics by +7%

• Positivity towards Google by +7%


GOOGLE OLD STREET: ALL CONTEXT IMPROVES EFFECTIVENESS BUT

MAKING OOH RELEVANT TO OUR ACTIVITY HAS THE STRONGEST EFFECT


OOH

relevant to

time of

day

Increases

brand

metrics by

+8%

e.g.

Weather

forecasts

OOH

relevant to

location

Increases

brand

metrics by

+9%

e.g.

“Hello

London”

OOH

relevant to

our activity

Increases

brand

metrics by

+12%

e.g.

Information

on where to

get your

morning

coffee


DYNAMIC GOOGLE TRENDS & DOODLES DROVE THE MOST POSITIVE

RESPONSE

Google Doodles

+8% overall increase in key metrics

Awareness +43%

Recall +16%

Brand perception +11%

Google Trends

+10% overall increase in key

metrics

Awareness +24%

Recall +13%

Brand positivity +9%

Source: Talon, Google, OMD, JCDecaux – data for

other metrics not shown


YOUTUBE OLD STREET – STRONG LINK BETWEEN THE LOCATION & THE

ADVERTISING

88% of respondents said that the

Old Street area is appropriate for YouTube to advertise in

81% of respondents thought the

YouTube advertising was relevant to

its location

50% of respondents thought the

YouTube advertising was unique to

its location

Source: Talon, Google, MGOMD, JCDecaux


57%

67%

80%

0% 20% 40% 60% 80% 100%

"Will increase my

YouTube activity"

"Caused me to think

YouTube was smart"

"Caused it to catch

my eye"

The location of the YouTube

advertising…

Locational messaging promotes attention to advertising, smart

brand perception and call to

action

YOUTUBE OLD STREET – LOCATION DRIVING AWARENESS, PERCEPTION &

CALL TO ACTION

Location factors also helped

drive positive shifts between pre

and post

Metric Pre-Post shift

Brand awareness +9%

Ad awareness +24%

Perception of YouTube as

competitor to TV+14%

More likely to visit YouTube 44%

Source: Talon, Google, MGOMD, JCDecaux


MCDONALD’S - CONTEXTUAL OOH: MONOPOLY GOLDEN CHANCES

– Strong visibility and effect of whole OOH

campaign

– A fifth of target audience saw the digital

OOH; correlation with digital OOH locations

and then playing the promotion

– People who saw the DOOH were more

positive towards the promotion and likely to

engage

– This group were also more likely to visit store,

more likely to play, more likely to play more

often

– Strong impressions of the contextual nature

of the ads and to take action

– Digital OOH effect vs static against key

metrics of Visit, Play, Frequency and

Intention = +14%, with 4% to 24% range

Source: Talon Dipsticks


HIGH INCIDENCE OF PLAYING PROMOTION – 50% MORE LIKELY IF

YOU SAW THE DIGITAL OOH

58.4

70

86.6

0

10

20

30

40

50

60

70

80

90

100

Played promotion Saw static ad & Played Saw digital ad & Played

24% more likely to play if you saw the digital OOH vs static


STORE VISITOR CORRELATION WITH SEEING ADS AND DIGITAL OOH

EXPOSURE WAS MORE EFFECTIVE

18.5

33

45.742.3

6972.6

0

10

20

30

40

50

60

70

80

visited McD Saw static ad & visited McD Saw digital ad & visited

Last Couple of Days Last Week

38% more daily and 5% more weekly

consumers saw the digital OOH vs static only


THE ONGOING IMPACT OF A RELEVANT & ENGAGING AD EXPERIENCE

44.4

67.3

73.7

41.9

63.1

73.8

0

10

20

30

40

50

60

70

80

ALL Saw Static Saw Digital

Likely to Visit McDonald's Likely to visit McD to PLAY

10% more likely to visit McDonald’s in the near future

17% more likely to Play in future if you saw the digital OOH vs just the static


CONTEXTUAL MCDONALD'S ADS, REFERENCING NUMBERS OF WINNERS

AND REGIONAL LOCATION HAD 15% IMPACT VS STATIC OOH ADS

Digital ad viewers more likely to visit store, more

likely to play, more likely to play more often, more

likely to intend to play in future; Digital OOH effect vs

static against these key metrics = +14%

Recognition of contextual and locational messaging

also had a +15% impact vs the static OOH

69

62

70

68

74

72

75

80

83

0 10 20 30 40 50 60 70 80 90

Interesting and relevant to me…

Made me feel more positive …

Made me more likely to take part…

Unique & designed specifically for…

Information relevant to me and…

Made me more interested in the…

Ads were smart

Ads really caught my eye

A good way to advertise this…

Context, Action, Brand and the Ad all influenced by

Digital Ads

Digital Static All

Source: Talon, Dipsticks


BOOTS’ CONTEXTUAL XMAS ADS AND LOCATIONAL RELEVANCE

INCREASED BRAND ASSOCIATION (WITH GIFTING) AND CONSIDERATION

Contextual messaging increased Boots association with

Christmas by +19% points (+39%)

70%

68%

63%

45%

38%

82%

82%

76%

72%

67%

Boots has a wide range of

Christmas gifts for all the family

Boots is a destination for high

quality Christmas gifts

Boots has Christmas gifts to suit

all budgets

Boots is one of the first stores I

would consider for Christmas…

I am more likely to consider

Boots for Christmas gifts than I…

All respondents at post stage OOH recogniser

Proximity to stores and locational relevance helped with

Xmas decisions showing a +27% points uplift by OOH

recognizers (+66%)

39%

41%

42%

43%

39%

43%

59%

70%

68%

70%

70%

73%

I am less likely to forget about the…

I am more likely to see the offer and…

Advertising near a store helps…

It helps to position Boots as a…

If I am tempted by the offer, it means…

It helps you to consider Boots when…

All F2F respondents F2F OOH recognisers*

Source: Talon, Clear Channel, JCDecaux


AND, REAL EFFECTIVENESS

…and

delivered a

campaign

ROI of £11.

Source: Boots, Mediacom

…From a total ad recall of a third

behind John Lewis, Sainsbury and

M&S…to THE brand MOST

associated with Christmas gifting among those exposed to OOH

and leapfrogging John Lewis,

Debenhams, Tesco and M&S.


CONTEXTUAL VIRGIN MEDIA BANNERS SHOWED +5% STRONGER AD

RECALL VS THE OVERALL CAMPAIGN IN KEY LOCATIONS

Glasgow 36%

Newcastle 50%

Manchester 41%

Nottingham 28%

Coventry 32%

London 40%

Westfield 54%

Birmingham 49%

Liverpool 32%Linking a big message – “The Big

Kahuna” – to a large format created

contextual synergy

Across all cities where banners were

used, Virgin Media ad recall was

higher by +5% points (40%) compared to the rest of the

campaign (35%)

Campaign also drove strong

synergy between TV and OOH

Source: Talon, Dipsticks


LIPTON’S CONTEXTUAL INNOVATION LEAD TO STRONG LOCALISED

CAMPAIGN PERFORMANCE, PARTICULARLY FOR CTA METRICS

Transforming London-only kiosks into giant

Lipton bottles created contextual relevance

which lead to significant locational uplifts

compared to the rest of the campaign

London brand awareness +5%

London ad awareness +5%

London call to action +37%

London creative association +22%

Source: Talon, OMD, JCDecaux


CARLSBERG – ARE YOU BEER BODY READY?


OREO ECLIPSE – INNOVATIVE + REACTIVE DOOH CAMPAIGN

http://talonoutdoor.com/talon-news/oreo-creates-its-own-total-eclipse-around-celestial-event/

• #OreoEclipse received more than 6,000 tweets from approximately 40 different

countries

• The Oreo Eclipse video was viewed

more than 20 million times in the UK

• YoY sales following the Oreo Eclipse

campaign rose by +59%, making

March 2015 Oreo’s highest ever UK

sales month (* integrated campaign).

Source: PHD, Talon, Grand Visual

http://talonoutdoor.com/talon-news/oreo-creates-its-own-total-eclipse-around-celestial-event/


CAMELOT SCRATCHCARDS

“Putting everyday

winning into context”

Mix of pre-written and

live digital content

More than 300 bespoke

ads served

Results:

• Unique buyers up

50%

• Biggest sales week in

6 years

Source: Camelot


SPECSAVERS: SUAREZ WORLD CUP BITING INCIDENT - TWITTER

Specsavers created the image using its well-known slogan “Should have gone to

Specsavers". The campaign ran on digital OOH on JCDecaux Transvision screens

The image was retweeted more than 13,000 times within one hour and went on to

surpass 20,000.

Source: MGOMD


DEEPER ANALYSIS OF LOCATION AND CONTEXT TALON CAMPAIGNS


1 in 5 downloadedthe Google

Search app

Locationhelped drive

consideration

(57%)

LocationpositionedBoots as an

Xmas gifting

destination

(+66%)

Contextual

copyincreased

awareness by

+14%

Contextual copy

generates

social media buzz

(6k+ tweets)

Context attracts new

customers(unique buyers

up +50%)

Activityhelped drive

mobile search

(60%)

Contextincreased

personal

relevance by

+13%

Location &

context increased

campaign

impact by

+15%

Context increased

locational call

to action by

+37%

LOCATION AND CONTEXT DRIVING EFFECTIVENESS


CONTEXT DELIVERABLES


THE EFFECT OF CONTEXT

+30% across action,

sales, consideration,

awareness and

perception metrics

+44% driving

behavioural

change (action

metrics)

+20% for

perception and

relevance shifts

Source: Talon analysis of campaigns across various metrics including sales, call to action, brand perception, consideration and awareness, versus OOH. 20 key measures across campaigns 2013-15, based on 100+ statements/questions


…ONE OTHER THING


ANIMATED / VIDEO SCORES

52% 52%Branding

Message 100% 95%

Location / context in ooh - Talon Outdoor · Google 1.0 Google 2.0 Context seen as most relevant...

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