OOH Factsheet 2017

OOH Factsheet 2017

THE POWER OF OUT OF HOME

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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

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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

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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.

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It allows you to target consumers on the move

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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.

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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.

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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

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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

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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%

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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.

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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

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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, >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

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