MEASURING EFFECTIVENESS AND THE VALUE OF CONTEXT IN OOH

MEASURING EFFECTIVENESS AND THE VALUE OF CONTEXT IN OOH NICK MAWDITT

NEW FORMATS, NATIONAL NETWORKS, NEW LOCATIONS

KEY LOCATIONS ARE DIGITAL ONLY

BRANDS USING OOH - DOMINANT BRANDING MULTIPLE EXPOSURES

SPOTIFY A MULTI LAYERED AND TACTICAL APPROACH

IN THE MOMENT / RELEVANT

LIVE CONTENT BRINGING CAMPAIGNS TO LIFE http://talonoutdoor.com/waitrose-use-gopro-cameras-to-livestream-content-in-ooh-media-first

SPECIAL DAYS.

LOCATIONAL RELEVANCE

SITUATIONAL CONTEXT

LOCATION AND WEATHER IMPACT

SMARTER AS STANDARD CONTEXTUAL MESSAGING

MORE CONTEXT MORE OFTEN

LAST WEEK IN GLASGOW, UK

DATA ENABLING A SMARTER AND MORE COMPLEX USE OF DOOH

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%

TALON BENCHMARKS Roadside Small format Static Transport Large format Digital

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%)

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

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

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.

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 2013-15, based on 100+ statements/questions

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%

INCREMENTAL SALES UPLIFT FROM OOH, DIGITAL OOH AND STORE PROXIMITY Sales +% uplift 35 30 +19% +24% 28 32 25 20 15 19 15 20 20 18 10 5 0 Source: JCDecaux; DunnHumby 2014/5

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

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

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

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 1000 900 800 02-Jan, 852 +31% 12-Jan, 841 05-Jan, 908 +40% +29% 16-Jan, 799 +23% 19-Jan, 826 +27% 26-Jan, 791 +22% 02-Feb, 796 +22% 700 600 500 400 Average across campaign period: 650 online visits 300 200 100 Website 0 Source: Canadian Affair, Talon

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

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 4500 4000 3500 3000 2500 2000 1500 1000 500 0 01/11/2016 04/11/2016 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) 10/11/2016 13/11/2016 16/11/2016 19/11/2016 22/11/2016 25/11/2016 28/11/2016 01/12/2016 04/12/2016 07/12/2016 10/12/2016 13/12/2016 16/12/2016 19/12/2016 22/12/2016 25/12/2016 28/12/2016 31/12/2016 OOH campaign period 03/01/2017 06/01/2017 09/01/2017 12/01/2017 Website visits 15/01/2017 18/01/2017 21/01/2017 24/01/2017 27/01/2017 30/01/2017 02/02/2017 05/02/2017 08/02/2017 11/02/2017 120 100 80 60 40 20 0 10/30/2016 11/6/2016 During the OOH campaign period, the Babylon Health Google search index increased by +146% 11/13/2016 11/20/2016 11/27/2016 12/4/2016 12/11/2016 12/18/2016 12/25/2016 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

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

BRANDSCIENCE EFFECTIVENESS WORK For digital OOH there is an optimal balance of classic and digital (45%) that satisfies reach, impact and cut-through. 14 12 10 8 6 4 2 0 0% 20% 40% 60% 80% 100% % DOOH Investment OOH RROI

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.

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

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

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

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

UNDERSTANDING AND MEASURING CREATIVITY

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

TALON CANVAS CREATIVE TESTING TOOL

1.3 Dwell time (secs) 1.4 Highest performance 1.2 1.1 1.0 0.9 0.8 0.7 Lowest performance 0.6 % attention 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87

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 1 2 3 Don t let background images distract attention Logos generally under viewed in OOH 4 3 1 2 4 Block message disrupts natural flow of ad The background image received +3% more attention and was viewed +64% longer compared to the car image