MEASURING EFFECTIVENESS AND THE VALUE OF CONTEXT IN OOH

Transcription

1 MEASURING EFFECTIVENESS AND THE VALUE OF CONTEXT IN OOH NICK MAWDITT

2 NEW FORMATS, NATIONAL NETWORKS, NEW LOCATIONS

3 KEY LOCATIONS ARE DIGITAL ONLY

4 BRANDS USING OOH - DOMINANT BRANDING MULTIPLE EXPOSURES

5 SPOTIFY A MULTI LAYERED AND TACTICAL APPROACH

6 IN THE MOMENT / RELEVANT

7 LIVE CONTENT BRINGING CAMPAIGNS TO LIFE

8 SPECIAL DAYS.

9 LOCATIONAL RELEVANCE

10 SITUATIONAL CONTEXT

11 LOCATION AND WEATHER IMPACT

12 SMARTER AS STANDARD CONTEXTUAL MESSAGING

13 MORE CONTEXT MORE OFTEN

14 LAST WEEK IN GLASGOW, UK

15 DATA ENABLING A SMARTER AND MORE COMPLEX USE OF DOOH

16 TALON BENCHMARKS AND CASE STUDIES Tassimo Tassimo, the first time they embarked on a big scale OOH campaign, managed to the be the most recalled brand in the hot drinks machine market with 1 out of 5 recalling seeing the advertising. Average OOH shifts Call to action: +17% Purchase consideration: +25% Brand perception: +19%

17 TALON BENCHMARKS Roadside Small format Static Transport Large format Digital

18 TALON BENCHMARKS Roadside Generates the highest brand awareness (80%) but also drives purchase (+28%) and consideration (+23%) Small format Better at generating ad awareness (+36%) and purchase (+48%) Static Strong at driving future consideration (+23%) Transport Higher ad awareness (+40%) and high OOH attribution levels (52%) Large format Stronger at shifting brand perception (+23%) and recommendation (+43%) Digital Stronger ad awareness (+37%), consideration (+33%) and purchase metrics (+50%)

19 MOVE TO PASSIVE BEHAVIOURAL DATA Combining our Talon Benchmarks data set with more progressive passive data measurement and behavioural analysis to meet the longer term objectives of Talon Time and other initiatives Mobile behaviour Locational data - footfall Online behaviour Mindset data

20 ATTENTION AND DIGITAL OOH? More attention for animated creative over static and film Best example generated +24% impact for part-animated copy; but full video can lose attention and impact

21 THE ROLE OF MOTION IN DRIVING ATTENTION, IMPACT AND EFFECT Direct impact of motion on sales +5%. Added impact on LOGO and MESSAGE. A longer and better quality engagement and gains in volume of audience across most metrics.

22 SMARTER BRANDS USING OOH CONTEXTUALLY, SUPERCHARGING RESULTS +44% driving behavioural change +54% brand impact metrics +24% sales uplift from optimised or contextual planning +40% media and OOH efficiency 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 , based on 100+ statements/questions

23 PERSONALISATION AND RELEVANCE Those exposed to programmatic OOH messages (vs normal campaign Thought differently about Google +50% When contextual copy is used, people are 55% more likely to find the advertising relevant to them Brand offers something new +56% Positive about brand +16% Relevant to me +24%

24 INCREMENTAL SALES UPLIFT FROM OOH, DIGITAL OOH AND STORE PROXIMITY Sales +% uplift % +24% Source: JCDecaux; DunnHumby 2014/5

25 FMCG DRIVING SALES FROM ROADSIDE AND SHOPPING PROXIMITY LOCATIONS Pepsico Naked effect on KPIs Brand awareness ad recall Sales uplift LOW FREQUENCY exposure 57% 33% HIGH FREQUENCY exposure 63% 38% +11% Cadbury s Proximity CACI zones Optimised Source: Talon, JCDecaux, ResearchBods

26 EXPEDIA TEST CAMPAIGN DRIVING ONLINE ACTIONS Expedia visits in test region +15% Returning visitors +4.5% Search terms Barcelona was used +88% more to access Expedia in the test region This increase was higher compared to both the control area and London Average length of visit +2% Competitive share Expedia competitive share in test region was +8% higher compared to control However, there was no increase pre to post with Trivago, onthebeach.co.uk and First Choice showing the highest increases Upstream traffic Traffic to expedia was mostly increased by peripheral upstream ways Mobile traffic in test region +18.4% Source: Hitwise

27 USING DIGITAL OOH TO ENHANCE MESSAGING AND DRIVE REAL ATTENTION Barcelona was used +88% more by people in our test region (in Manchester & Birmingham) as an initial means of accessing the site. Source: Hitwise

28 CANADIAN AFFAIR DOOH ACTIVITY DIRECTLY CORRELATES WITH INCREASE IN WEBSITE TRAFFIC Significant increases in website traffic on days when the DOOH campaign was active On average, DOOH delivered an +28% uplift in website traffic Jan, % 12-Jan, Jan, % +29% 16-Jan, % 19-Jan, % 26-Jan, % 02-Feb, % Average across campaign period: 650 online visits Website 0 Source: Canadian Affair, Talon

29 OUTDOOR DRIVING ONLINE BEHAVIOUR - TAILSTER In London +63% increase in search +118% in website visits +11% increase in unique visitors 26,218 visits, an uplift of +118% in London and +52% in Scotland 1,971 new, unique visitors, up 11% in London and +64% in Scotland Source: Talon, Google, Hitwise

30 BABYLON HEALTH Babylon Health used OOH to promote their healthcare app in London. The campaign run for 4 weeks in Jan 2017 on banners, roadside and transport formats /11/ /11/2016 Website visits to Babylon Health in London increased by +174% (4,450 visits) 07/11/2016 Unique visitors also increased by +137% (803 unique visitors) 10/11/ /11/ /11/ /11/ /11/ /11/ /11/ /12/ /12/ /12/ /12/ /12/ /12/ /12/ /12/ /12/ /12/ /12/2016 OOH campaign period 03/01/ /01/ /01/ /01/2017 Website visits 15/01/ /01/ /01/ /01/ /01/ /01/ /02/ /02/ /02/ /02/ /30/ /6/2016 During the OOH campaign period, the Babylon Health Google search index increased by +146% 11/13/ /20/ /27/ /4/ /11/ /18/ /25/2016 1/1/2017 OOH campaign period Google search index 1/8/2017 1/15/2017 1/22/2017 1/29/2017 Source: Hitwise, Google Trends

31 CLEAR CHANNEL CASE STUDIES CLASSIC AND DIGITAL OOH EFFECTIVE IN COMBINATION Driving Consumer Action The digital / dynamic difference increased consumer action by 14% Classic OOH Classic + Digital OOH

32 BRANDSCIENCE EFFECTIVENESS WORK For digital OOH there is an optimal balance of classic and digital (45%) that satisfies reach, impact and cut-through % 20% 40% 60% 80% 100% % DOOH Investment OOH RROI

33 MCDONALD'S DIGTAL TEST Using digital OOH drove Significant impact on frequency of visit. +50% weekly & +27% monthly Impact on purchase of individual lines (+35%); and an overall halo effect (+13%). Impact on relevant brand considerations and perceptions, accentuating individual product USPs. +26% Average % impact of digital (test vs control) of 38% (across frequency, product and consideration) and up to 50% against key measures; plus additional halo effect.

34 CO-OP INCREASING RETAIL VISITS, BRAND CONSIDERATION AND PROMOTING BRAND VALUES OVER THE SUMMER PERIOD Greatest effect among males, younger shoppers

35 CO-OP INCREASING RETAIL VISITS, BRAND CONSIDERATION AND PROMOTING BRAND VALUES OVER THE SUMMER PERIOD Greatest effect among males, younger shoppers

36 THE EFFECT OF DOMINATION Effect of station domination x5 the results of an average OOH campaign

37 DRIVING FAME AND JUSTIFYING PREMIUM DIGITAL IMPACT, FAME AND EMOTIONAL INTENSITY +43% increase in neurosciencemeasured 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 Source: Ocean Neuroscience; Storm Implicit Testing

38 UNDERSTANDING AND MEASURING CREATIVITY

39 THE CREATIVE MATTERS MORE IN OOH How Outdoor Advertising Works Factors important in driving response: Very influential CREATIVITY and strong link to brand WEIGHT Quality of PLANNING Creative Quite influential Proximity GRPs Little or no effect Source: Millward Brown/ Clear Channel TV Spend London vs. National Category Effect Clearer Branding delivers +33% prompted brand awareness

40

41 TALON CANVAS CREATIVE TESTING TOOL

42 1.3 Dwell time (secs) 1.4 Highest performance Lowest performance 0.6 % attention

43 SOME CREATIVE INSIGHTS Creatives that feature people on average attracted +4% more attention and were viewed +11% longer Natural flow to the ad with no barriers to attention Don t let background images distract attention Logos generally under viewed in OOH Block message disrupts natural flow of ad The background image received +3% more attention and was viewed +64% longer compared to the car image

44

45