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

FOR A LANDSCAPE OF POSSIBILITIES

OOH EFFECTIVENESS


DRIVERS OF OUT OF HOME CHANGE


ACCOUNTABILITY AND EFFECTIVENESS THEMES

POWER OF REACHROUTE DATAECONOMETRICSCONTEXT AND CAMPAIGN IMPACTDIGITAL OOHINNOVATION


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 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


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


BETTER DATA AND INSIGHT TOOLS AVAILABLE


TALON ORCHESTRA


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


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


ADVERTISING ATTRIBUTION IS QUESTIONABLE…AND EACH CAMPAIGN

WILL WORK DIFFERENTLY


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


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


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


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


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


BOOTS DRIVING IMPACT ON CHRISTMAS GIFTING


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.


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


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

850bookings through

programmatic

display

CANADIAN AFFAIR OOH CAMPAIGN RESULTS

Source: Canadian Affair, Accord, Talon


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/


WE ARE 33% MORE ALERT WHEN OOH

Source: COG Research, OMC, 2013


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=p9RiUaT2GcX50gX2gYGQBg&bvm=bv.44770516,d.d2k&psig=AFQjCNGAqGLxejdd8vTEvFRVV-NcbLyJwg&ust=1365517821478617


OUT OF HOME MEDIA PROVIDES A HIGH DEGREE OF ALERTNESS

AND THE LAST WINDOW OF INFLUENCE BEFORE SHOPPING

The Active Space

• We are 33% more alert when Out of Home than when we are in the home (and 38% more alert

than when watching TV).

• OOH is seen by 88% of those who have seen advertising in the 30 minutes prior to shopping

• 58% of people say advertising for a product

near to where they can buy it, makes it more

relevant for them

• Proximity advertising does have an influence on driving footfall as consumers clearly

demonstrate differing behaviour by category

and demographic

• And we still love the shopping experience –even 40% of those shopping online at John

Lewis – collect in-store

Source: Outdoor Media Centre


DRIVING FOOTFALL INTO STORES WITH ADVERTISING IN PEDESTRIAN

SHOPPING AREAS, WORKS BEST WITHIN BELOW PARAMETERS

<500m

<300m

<200m

<150m

<100m

<50m

Fast Food

<300m

Health/Beauty

<300m

Mobile

<300m

Fashion

<500m

Banking

services

<150m

Snacks

& Drinks

<200m

Town centre proximity

Recommended

distances to

maximise

footfall

For some

categories

(Health &

Beauty, Fashion)

- and among

some

demographics

(Female,

upscale) - we

are prepared to

go further out of

our way


0%

20%

40%

60%

80%

100% Average

Health &

beauty

Mobile

PROXIMITY ADVERTISING INFLUENCES LIKELIHOOD TO GO INTO STORE

WITH DIFFERENT TRENDS FOR DIFFERENT CATEGORIES & AUDIENCES

Source: Proximity research, 2010


DIGITAL 6S VS STATIC – IMPACT OF DIGITAL ON EYEBALL CONTACTS

Source: Eye Tracking Digital OOH study; JCD sales analysis

Animation /

Motion +10%

More attention for animated creative over static and film

Best example generated +24% impact for part-animated copy

Full video loses attention and impact

Study measures actual contacts via face-tracking


THE IMPACT OF MOTION


OCEAN NEUROSCIENCE WORK QUANTIFIES THE VALUE OF PREMIUM,

ICONIC OUTDOOR SITS AND LOCATIONS

Findings

Premium outdoor sites generate stronger

emotions and are better encoded into

memory

The most spectacular sites impact the right

brain in particular; demonstrating overall

emotional impact

The most iconic sites have a powerful

priming effect on other sites and to other

digital media.

This congruence effect between digital

OOH and digital media is +36% stronger

than the effect of television on digital

media.

A strong emotional response drives memory

encoding, and this correlates with subsequent

purchase behaviour.

For more details, read Talon’s view on the new

research here… http://talonoutdoor.com/talon-

opinion-outdoor-specialist/blog/talon-view-of-

ocean-neuroscience-2-beyond-out-of-home/

http://talonoutdoor.com/talon-opinion-outdoor-specialist/blog/talon-view-of-ocean-neuroscience-2-beyond-out-of-home/


AIRPORTS TRANSFER A PERCEIVED VALUE ONTO BRANDS

JCDecaux Airport created fictitious brands and compared the value given by

members of the public across several media environments including:

TV, Press, Online

Airport, Underground, Buses, Taxis

Airports demonstrated the highest perceived value across all tested brands and

environments

Perfumes Whisky Hotels Technology

+11%

higher

than

average

+7%

higher

than

average

+6%

higher

than

average

+8%

higher

than

average


BLOW-UP ATLAS STUDY - Overview of Results

• Probability of Contact and Viewing Time

– Banners attract a large amount of attention (70.4%) and have long

viewing times (3.6 sec).

– Banners are especially effective when approached front-on during a

long straight drive, thus forming a solid basis for successful advertising.

– Whether or not the advertising medium can live up to its full potential

is certainly dependent on the creativity.

• Advertising Effect

– Banners achieve a strong advertising effect – substantial effects can

be achieved with only one possibility of contact per site.

– They are very suitable for significantly improving the image of the

brand. There are also significant effects in awareness; brand recall

increases more significantly after contact.

– Impact is also substantial, leading to a considerable uplift for the

relevant set and increase the first choice.


LOOK FOR LONGER – DEMONSTRATING REAL

ENGAGEMENT AND ACTIVATION

Source: Exterion Media


THE VALUE OF INNOVATION

Source: Brand Science Study


STRONG HALO EFFECT OF USING INTEGRATED OOH INNOVATION

Campaigns like this…

• Bring brands to life (65% agree)

• Are a smart way to communicate (76%)

• Make the brands stand out (76%)

• Engage me more than normal

advertising (60%)

• Talk to me on a more personal level

(34%)

• Average 16-24 index on the above (127)

• Average male index on the above (104)

• Social media amplification…14m

impacts in just 2 days for PS4 around Oxo

Tower


PEPSI MAX UNBELIEVABLE BUS STOP

• The Pepsi Max Unbelievable Bus Stop promotion was on PR

on BBC News, CNN and in Time Magazine. Also and Bronze

Cannes, Lion Winner.

•466,000 results

from the

Google search

page

•You Tube

Views: 6.6

million

•£150,000 PR

value


OREO ECLIPSE – INNOVATIVE + REACTIVE DOOH CAMPAIGN

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

• #OreoEclipse received more than 6k tweets

from approximately 40 different countries

• The Oreo Eclipse video was seen by more

than 20m Brits

• YoY sales following the Oreo Eclipse

campaign rose by +59%, making March 2015

Oreo’s highest ever UK sales month

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


PS4 OXO TOWER

• 14 million tweets in

the first 24 hours.

• Articles published in

the Mail Online,

Independent and

Telegraph.

• 28,000 views on

the preparation

video on YouTube

of the tower.

• 1 million units

shifted in the UK


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


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


HASBRO - MY MONOPOLY LIVE

Unique, 1-day live event of My

Monopoly – the personalised

version of the popular game.

Bespoke mobile game using

Grand Visual’s AGENT platform at

Westfield Stratford featuring a

series of fun and humorous

spontaneous live events.

Campaign video here:

• 130 interactions/games played

• 1m+ Facebook views of video

• +4% weekly sales uplift after the event….

• …and +22% weekly sales uplift once the online video landed

https://www.youtube.com/watch?v=S74iTcnZgLU


VIRGIN BIG KAHUNA

• High recall of 41%

of OOH Big Kahuna

advert in White

City.• A third of those

asked reported it

improved their

perception of

Virgin Media.

• 80% of people felt

a positive first

impression from the ad.

• Higher scores for

those who saw

Innovation + OOH + TV


In London, 30 StreetTalk kiosks were transformed into giant Lipton Peach Ice Tea bottles

How did this affect the London delivery?

Highest post campaign brand awareness

93%

Highest post campaign prompted ad

awareness25%

OOH’S post ad recall increase was higher than the average

response; +10% compared to +8%

Highest concentration of Lipton Ice Tea

frequent purchasers16%

37% more likely than the average response to consider Lipton Ice Tea following the OOH

campaign

They were almost twice more positive than the average response to

the Lipton Ice Tea advertising

Very high levels of brand association; on average +9% than the

rest of the survey

43% of Londoners were able to identify that

Peach is one of Lipton Ice Tea's flavours,

+16% compared to the rest of the survey

The giant bottles helped them escape as nearly half of them said that when they think of

Lipton, they think of summer holidays

LONDON’S GIANT LIPTON ICE TEA BOTTLES REALLY ENHANCED THE

CAMPAIGN


UGG

Over 2,500 interactions and 1,000 leads.


PADDY POWER

• 6x Creative

executions in 2

weeks, including

OOH special build

within hours of

England losing to

Italy.

• More than 4,000

retweets on Twitter.

• 15.3 million google

search results.


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.


MORE EFFECTIVENESS PROOF – CANNES LIONS


OUR BRANDSCIENCE PROJECT

To demonstrate the effect that OOH has, plus metrics such as how

OOH works with other media in an increasingly digital media

landscape.

How digital OOH works as part of a multi-format campaign

alongside traditional OOH.


AND FINALLY, DON’T FORGET THE CREATIVE

How Outdoor Advertising Works…

Factors important in driving response:

Category Effect

London vs. National

TV Spend

GRPs

Proximity

Creative

Little or no effect

Quite influential

Very influential • CREATIVITY and strong

link to brand

• WEIGHT

• Quality of PLANNING

Source: Millward Brown/ Clear Channel


STATIC COPY SCORES

25% 23% 5%Branding

Message 82% 75% 80%


ANIMATED VIDEO SCORES

52% 52%Branding

Message 100% 95%

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

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