C H A R I T Y S E C T O R O O H O P P O R T U N I T I E S

Transcription

1 C H A R I T Y S E C T O R O O H O P P O R T U N I T I E S

2 I N S I G H T S

3 NOVEMBER & DECEMBER ARE KEY MONTHS FOR DONATING TO CHARITY A recent CAF UK Giving 2018 report shows that donating money to charity in 2017 peaked in November and December. This coincides with major national appeals and Christmas campaigns. On average consumers are donating 20 a month. Source: CAF UK Giving report Feb 2018

4 MEDICAL RESEARCH IS THE MOST POPULAR CHARITABLE CAUSE Over a quarter of the UK population (26%) donate to medical research causes - with the mean amount donated 12. Whilst more people (25% vs 19%) donate to animal welfare charities than overseas aid and disaster relief; the latter receives 9 more ( 21 vs 12). Source: CAF UK Giving report Feb 2018 (Causes donated to based on fieldwork conducted from May to December Base: n=2,903. Donors are defined as having donated money in the four weeks prior to interview.)

5 GIVING ACROSS THE UK The North East has one of the highest rates of giving; 43% have donated or sponsored in the past 4 weeks vs 37% UK avg. 2.2 million Londoners donated money to charity in the past 4 weeks- that s 31% of London s population. People in the South West are the most likely to give goods to charity- 62% vs 56% UK avg. The East of England has the least engaged young people- 44% of years olds took part in charitable action in the last 4 weeks vs 56% UK avg. Source: CAF UK Giving report Feb 2018 (* in the last 4 weeks) 43% OF PEOPLE IN THE NORTH EAST DONATED TO CHARITY 2.2m LONDONERS DONATED TO CHARITY 62% OF PEOPLE IN THE SOUTH WEST GAVE GOODS TO CHARITY

6 YOUNGER AUDIENCES CONSIDER CHARITY DONATIONS IN THEIR WILL 2018 TGI reveals that the younger audience are much more inclined to consider leaving a gift to charity in their will with over 4 in 10 stating they would. This audience are also 24% more likely than the average UK adult to consider this charitable gift. 45% 40% 35% 30% 25% 20% 15% 10% 5% I would consider leaving a gift to charity in my will i124 i108 i102 i90 0% GB TGI 2018 Q2 (January December 2017)

7 Helped in a charity shop Organised an event Contribution through salary Other voluntary work CHARITABLE ACTIVITIES Audiences differ in their charitable activities. 100 When looking at the younger audience, it s about on the ground contribution whether that be through volunteering at a charity shop to organising an event GB TGI 2018 Q2 (January December 2017

8 W H Y O O H?

9 OOH ONLY MAKES UP 2% OF AD SPEND. Direct Mail 46% TV 29% Digital 8% Press 7% Radio 4% Door Drops 4 % OOH 2% Cinema 1% Source Nielsen

10 Ad awareness Brand awareness Consideration Recommendation Purchase Intent Ad awareness Brand awareness Consideration Recommendation Purchase Intent Ad awareness Brand awareness Consideration Recommendation Purchase Intent Recommended % spend of OOH HOWEVER, MEDIA PLANS NEED TO BE OPTIMISED WITH HIGHER INVESTMENTS IN OOH Recent study reveals that media planning optimisation occurs when OOH receives an allocation of 9-16% The market, on average, should be spending more on OOH at all budget levels Current spend 4.3% 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% 12% Low Budget Average 17% 17% 16% 13% 10% Medium Budget Average 16% 15% 13% 10% 9% High Budget Average 14% 13% 10% 9% Source: Omnicom Media Group Benchmarketing

11 THE MEDIA LANDSCAPE CONTINUES TO EVOLVE Internet Social VOD Magazine (Print/Digital) Newspaper (Print/Digital) OOH Cinema Digital Radio/Audio Broadcast Radio UK adults are spending 8 hours a day consuming media That s a year on year growth of 9% Live TV Average Hrs Consumed per Day (Ads 15+) Source IPA 2018

12 OOH HAS UNIQUE STRENGTHS WITHIN THE MEDIA CHANNEL MIX DRIVING BRANDING 98% reach of UK adults per week Average spontaneous brand awareness increase of +78% IMPACT Seeing a brand on premium DOOH increased consumers positive association with Fame metrics by 12% LIKEABILITY Nearly 40% of people are positive towards OOH ads vs 16% for online* TRUST Talon Benchmark data shows an average uplift of 26% in trust when OOH is part of the media mix Source: IPA Touchpoints, Millward Brown AdReaction survey 2017, Talon Campaign Benchmarks 2018

13 OOH GENERATES CALL TO ACTION JUPITER ASSET MANAGEMENT OOH exposure drove people online: - 31% of exposed visited the brands website - This drove a +29% increase in weekly visits during the campaign. KINDER JOY 80% of mums exposed to the Kinder campaign took some kind of action. 95% would consider purchasing in the future. SPECSAVERS Average digital impact of brand/ad awareness +30%. Digital drove: - Footfall - Acquisition - Greater frequency Source: Talon campaign effectiveness

14 C A S E S T U D I E S

15 SPORT RELIEF Objective: To evaluate the effectiveness of the Sport Relief OOH campaign in driving awareness of the new brand proposition and awareness, consideration and download of the Sports Relief app. Methodology: Pre/Post OOH campaign analysis conducted via an online survey. Included respondents with different levels of fitness Results: The OOH campaign successfully drove awareness of the app and increased consideration of app downloads. +55% INCREASE IN AD AWARENESS +46% POST EXPOSED SAID IT STANDS OUT FROM OTHER CHARITIES 29% LIKELY TO DOWNLOAD THE APP Source Talon Insight

16 PRIDE By adding FMDOOH to a social schedule for Pride in London brand impact increased by 36%. FMDOOH and social have worked in unison to not only drive brand awareness of the Pride in London event but deepen consumers personal investment with the organisation and spark conversation. +55% increase in consumer action, with the campaign generating word of mouth. +64% increase in positive emotion towards the campaign. Whilst both media elements worked in harmony for this campaign, it was FMDOOH that drove effectiveness along the brand funnel. With stronger metrics for every brand impact KPI. +36% INCREASE IN EFFECTIVENESS +55% INCREASE IN CONSUMER ACTION +64% INCREASE IN POSITIVE EMOTION

17 O O H O P P O R T U N I T I E S A N D E X A M P L E P A C K S

18 TARGET KEY TIMES AND EVENTS FOR CHARITABLE DONATIONS 2018 Breast Cancer Awareness Month October 2018 World Mental Health Day 10th October 2018 Movember November Children in Need 16 th November 2018 World AIDS Day 1 st December 2018 Christmas Jumper Day 14 th December Dry January January 2018 World Cancer Day 4th February 2019 Random Acts of Kindness Day 17 th February 2019 Red Nose Day 15 th March 2019 WWF World Earth Hour 30 th March 2019 Easter Sunday 21 st April 2019 Earth Day 22 nd April 2019 London Marathon 28 th April 2019 Ramadan 5 th May 2019 The Moon Walk 11 th May 2019 Pride in London 6 th July 2019 Prudential RideLondon 3 rd August 2019 Stand Up To Cancer September 2019 The Great North Run 8 th September 2019

19 C R E A T I V I T Y I N O O H

20 CREATIVE FLEXIBILITY

21 SPECIAL BUILDS

22 DIGITAL OOH

23 CHARITY CREATIVE LEARNINGS Face imagery tends to attract the most attention, so is a good way to draw in and engage the audience. Headlines also enjoy high fixation rates across charity creatives, but can some-times detract from the Sub-Message, which often includes the call to action. It s therefore important for this element to stand out in it s own right, ensuring attention to the area. Simplicity is key - too many elements or text can hinder engagement to many areas. Logos tend to underperform across the board. Charities who increase its size or provide a strong contrast to the background tend to enjoy increased interaction with the branding. Source: Talon Canvas

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