OOH EFFECTIVENESS - Talon Outdoor ... OOH FUNDAMENTAL IN DRIVING REACH , EMOTION AND EFFECTIVENESS...

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Transcript of OOH EFFECTIVENESS - Talon Outdoor ... OOH FUNDAMENTAL IN DRIVING REACH , EMOTION AND EFFECTIVENESS...

  • FOR A LANDSCAPE OF POSSIBILITIES

    OOH EFFECTIVENESS

  • FOR A LANDSCAPE OF POSSIBILITIES

    DRIVERS OF OUT OF HOME CHANGE

  • FOR A LANDSCAPE OF POSSIBILITIES

    ACCOUNTABILITY AND EFFECTIVENESS THEMES

    POWER OF REACH ROUTE DATA ECONOMETRICS CONTEXT AND CAMPAIGN IMPACT DIGITAL OOH INNOVATION

  • FOR A LANDSCAPE OF POSSIBILITIES

    THE IMPORTANCE OF REACH AND BRAND-LED ADVERTISING; TV AND

    OOH FUNDAMENTAL IN DRIVING REACH , EMOTION AND EFFECTIVENESS

    OOH campaigns do drive ROI

    Source: IPA / Binet & Field 2013,

    “The Long and Short of It”.

    “Using OOH doubles

    the chance of

    achieving brand

    fame and therefore

    sales and

    profitability” Les Binet

  • FOR A LANDSCAPE OF POSSIBILITIES

    THE IMPORTANCE OF REACH AND BRAND-LED ADVERTISING; TV AND

    OOH FUNDAMENTAL IN DRIVING REACH , EMOTION AND EFFECTIVENESS

    OOH campaigns do drive ROI

    Source: IPA / Binet & Field 2013,

    “The Long and Short of It”.

    “Using OOH doubles

    the chance of

    achieving brand

    fame and therefore

    sales and

    profitability” Les Binet

    The best way to drive fame

    and saliency is reach. Reach

    is even more important than

    loyalty in driving sales and

    profitability

  • FOR A LANDSCAPE OF POSSIBILITIES

    COMPARED TO OTHER MEDIA, OOH HAS THE HIGHEST WEEKLY REACH

    OOH along with TV can reach the most people with TV overtaking in

    average hours of exposure at specific times of the day

  • FOR A LANDSCAPE OF POSSIBILITIES

  • FOR A LANDSCAPE OF POSSIBILITIES

    BETTER DATA AND INSIGHT TOOLS AVAILABLE

  • FOR A LANDSCAPE OF POSSIBILITIES

    TALON ORCHESTRA

  • FOR A LANDSCAPE OF POSSIBILITIES

    ECONOMETRICS AND OOH

    • Out of Home works

    – But, strong variation in findings

    – Wider spread of results on

    OOH than for other media

    • OOH works well as part of a

    media mix, particularly

    alongside TV and print.

    – Variation by sector, but also

    by comms objective

    – Strong carry-over effect of the

    medium, in that it can extend

    the life of a campaign in terms

    of consumer response.

    • Creative impact!

    Source: BrandScience

  • FOR A LANDSCAPE OF POSSIBILITIES

  • FOR A LANDSCAPE OF POSSIBILITIES

    ECONOMETRICS – DATA IN AND DATA OUT

    • Talon has created an econometrics data template in order to better

    incorporate OOH in econometrics and enhance its importance to the overall

    media mix

    • Participating in econometrics client

    projects liaising directly with research

    and econometrics agencies

  • FOR A LANDSCAPE OF POSSIBILITIES

    ADVERTISING ATTRIBUTION IS QUESTIONABLE…AND EACH CAMPAIGN

    WILL WORK DIFFERENTLY

  • FOR A LANDSCAPE OF POSSIBILITIES

    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; DunnHumby 2014/5

    22 case studies, 62% contained motion; 77%

    optimised to category sales by time of day

  • FOR A LANDSCAPE OF POSSIBILITIES

    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

  • FOR A LANDSCAPE OF POSSIBILITIES

    DEEPER ANALYSIS OF LOCATION AND CONTEXT TALON CAMPAIGNS

  • FOR A LANDSCAPE OF POSSIBILITIES

    1 in 5 downloaded the Google

    Search app

    Location helped drive

    consideration

    (57%)

    Location positioned Boots as an

    Xmas gifting

    destination

    (+66%)

    Contextual

    copy increased

    awareness by

    +14%

    Contextual copy

    generates

    social media buzz

    (6k+ tweets)

    Context attracts new

    customers (unique buyers

    up +50%)

    Activity helped drive

    mobile search

    (60%)

    Context increased

    personal

    relevance by

    +13%

    Location &

    context increased

    campaign

    impact by

    +15%

    Context increased

    locational call

    to action by

    +37%

    LOCATION AND CONTEXT DRIVING EFFECTIVENESS

  • FOR A LANDSCAPE OF POSSIBILITIES

    GOOGLE OUTSIDE

    • More than 3,000 different

    pieces of creative displayed

    in real- time.

    • 1 in 5 people seeing the ad

    downloaded the search

    app.

    • Perception of Google as an

    innovative company

    increased by 11 points.

    • Half of those exposed to the

    ad felt more positive towards

    Google.

    • Content relevant to location

    & time of day factors resonated most strongly and

    by 25-30% more

  • FOR A LANDSCAPE OF POSSIBILITIES

    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

  • FOR A LANDSCAPE OF POSSIBILITIES

    BOOTS DRIVING IMPACT ON CHRISTMAS GIFTING

  • FOR A LANDSCAPE OF POSSIBILITIES

    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.

  • FOR A LANDSCAPE OF POSSIBILITIES

    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, JCD, OMC conference

    2013

    LOCATION – GOOGLE VOICE SEARCH

  • FOR A LANDSCAPE OF POSSIBILITIES

    35.4% increase in

    website traffic

    YoY from DOOH

    and Press in

    London

    64% Increase in calls

    YoY during the

    same campaign

    period

    28% average uplift in

    website traffic on

    days DOOH was

    running in London

    850 bookings through

    programmatic

    display

    CANADIAN AFFAIR OOH CAMPAIGN RESULTS

    Source: Canadian Affair, Accord, Talon

  • FOR A LANDSCAPE OF POSSIBILITIES

    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

    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/

  • FOR A LANDSCAPE OF POSSIBILITIES

    WE ARE 33% MORE ALERT WHEN OOH

    Source: COG Research, OMC, 2013

  • FOR A LANDSCAPE OF POSSIBILITIES

    CHANGING ENVIRONMENTS AND CONSUMERS

    http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=w76KqF37xFzRsM&tbnid=hgEnHv324Na9PM:&ved=0CAUQjRw&url=http://www.flickr.com/photos/egfocus/8576962941/&ei=p9RiUaT2GcX50gX2gYGQBg&bvm=bv.44770516,d.d2k&psig=AFQjCNGAqGLxejdd8vTEvFRVV-NcbLyJwg&ust=1365517821478617 http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=w76KqF37xFzRsM&tbnid=hgEnHv324Na9PM:&ved=0CAUQjRw&url=http://www.flickr.com/photos/egfocus/8576962941/&ei=p9Ri