out of home advertising: contextually relevant · real. effective. advertising. ooh advertising is...
TRANSCRIPT
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Out of Home Advertising: Contextually Relevant
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Real. Powerful. Advertising.
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Why OOH is a Core Media Buy
3
Creatively
Impactful
Contextually Relevant
Media Amplifier
Spike Attributes:
Brand attributes which define and
differentiate the brand
Qualifying Attributes:
Valued attributes that are important
reasons to believe and support the
overall brand positioning
Entrystake Attributes:
Commodity attributes
expected of all competitorsAccountable Innovative
Connected
A core
media buy
Ubiquitous
Data-Driven
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Real. Creative. Advertising
OOH advertising offers big, bold, powerful storytelling and
a range of formats and locations that deliver larger-than-
life creative impact. New mobile, wireless, and digital
technologies offer innovative ways to interact and
transact with consumers.
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OOH’s Weekly Reach Of 99 Percent Tops All Media
5Source: USA Touchpoints, RealityMine (Base: Adults 18-64)
Percent of population reached
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Consumers Spend More Time With OOH Than Any Medium Except TV
Source: USA Touchpoints, RealityMine (Base: Adults 18-64)
19.6
25.9
9.1
2.2
14.9
7.6
0.0
5.0
10.0
15.0
20.0
25.0
30.0 Weekly hours per user
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7Source: US Bureau of Labor Statistics
Time Spent with OOH Media
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OOH Connects With Consumers
8Source: USA Touchpoints, RealityMine (Base: Adults 18-64)
Alertness and reach by medium
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Consumers Are Most Inclined To Act In The OOH Space
Source: USA Touchpoints, RealityMine (Base: Adults 18-64)
Consumer report “action” responses in the same half-hour as
22 percent of OOH exposures
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OOH Outperforms Traditional Media In The Half-hour Before Key
Mobile Activity
Source: USA Touchpoints, RealityMine (Base: Adults 18-64)
23%
8%
17%18%
5%
0%0%
5%
10%
15%
20%
25%
Reach by medium during consumer mobile online activity
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OOH Outperforms Traditional Media In Reaching Consumers
In The Half-hour Before Purchase Activities
Source: USA Touchpoints, RealityMine (Base: Adults 18-64)
19%
30%33%
68%
21%16% 16%
6%
9% 7% 7% 9%
1% 0% 0% 0%0%
10%
20%
30%
40%
50%
60%
70%
80%
Giving/Seeking PurchaseRecommendation
Purchase Consideration Purchase Decision Purchase Made
Any OOH Media Television AM/FM Radio Print Newspaper
Exposure by medium during path to purchase activities
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OOH Reaches Consumers In The Same Half-hour As 42 Percent Of
Online Shopping
Source: USA Touchpoints, RealityMine (Base: Adults 18-64)
Exposure by medium during mobile shopping activity
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Real. Relevant. Advertising.
OOH advertising delivers the right message, at the right
time and place, to the right audience. It offers highly-
targeted and contextually-relevant advertising based on
location, demographics, consumer behavior, and even
day-part.
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Maximize Reach With A Variety Of OOH Formats
Source: USA Touchpoints, RealityMine (Base: Adults 18-64)
Multiple placements are most
effective for maximum
exposure
Maximize consumer exposure through use of the primetimes of each OOH format
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Nielsen OOH Study Highlights
REACH91 percent of U.S. residents age 16 or older, who have
traveled in a vehicle in the past month, noticed some
form of OOH advertising, and 79 percent have noticed
OOH in the past week.
ENGAGEMENT82 percent of billboard viewers make a point to look
at the advertising message at least some of the time;
over one-third look at the billboard ad each time or
almost each time they noticed one.
QUALITY TIME Roadside billboards are the most noticed ads, and
that stands to reason since travelers average 18+
hours on the road each week and cover over 135
miles. The heaviest travelers, Mega-Milers average
325 miles per week.
INTERACTION1 in 4 OOH viewers who have a smartphone have
interacted with an OOH advertisement through an
NFC sensor or QR code.
YOUNG PEOPLE Travelers age 16 to 24 and 18 to 34 are most likely to
recall seeing the widest variety of OOH media in the
past month.
Source: Nielsen (Base: Adults 16+) 15
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v
OOH Impact: In-Store & Online Activation
39%
Have noticed directional OOH
ads
16%
Immediately visited
the business
advertised
24%
Used an online search
engine to look up
information about the
advertiser
Source: Nielsen (Base: Adults 16+)
Consumers who viewed any billboard or other OOH media in the past month…
16
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OOH Impact: Effective Results
Consumers who viewed any billboard or other OOH media in the past month…
Live Action
Visited a restaurant advertised 21%
Watched a movie in the theater 20%
Visited a store or other business
advertised 19%
Attended a sporting event, festival,
concert, or other public event advertised 9%
Tune-in
Watched a television program 19%
Tuned to a radio station 11%
Source: Nielsen (Base: Adults 16+) 17
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OOH Impact: Mobile Activation
Used online search to look up
information about the advertiser 35%
Accessed a coupon or discount code 22%
Visited an advertiser's website 22%
Downloaded an app shown in an ad 15%
Snapped a photo of an ad 14%
Actions taken by consumers after viewing any OOH media in the past year…
Source: Nielsen (Base: Adults 16+) 18
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OOH Impact: Influencing Behavior
What you will do later that day 51%
Your family 49%
Your finances 28%
What you will eat during the day 25%
What you will do during the weekend 23%
Food shopping you need to do 14%
Politics 13%
Shopping for things other than food 10%
Online searches you will do 7%
Top things people think about during their daily commute…
Source: Nielsen (Base: Adults 16+) 19
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OOH Posters – Engage And Drive Recall
Source: Nielsen (Base: Adults 18+) 20
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OOH Posters – Generate High Awareness
Source: Nielsen (Base: Adults 18+) 21
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OOH Posters – Drive Action
Source: Nielsen (Base: Adults 18+) 22
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Real. Connected. Advertising.
OOH uses leading-edge technology to strengthen bonds
between brands and consumers to improve targeting and
ROI analysis, staying ahead of where consumers are
heading. With connected networks and platforms, OOH is
a fully-integrated partner in the media planning and
buying ecosystem.
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OOH – Effective With Strong ROI
Source: Benchmarketing 24
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OOH Increases ROI For Search +40 Percent And Print +14 Percent
Source: USA Touchpoints, RealityMine (Base: Adults 18-64) 25
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OOH – Linear Incremental Returns
• TV and radio are in high diminishing returns.
• If sales are the only objective, budget should be added to OOH and taken from radio first and TV next.
• If new budget dollars are available, it would best be allocated to OOH.
• If budgets are to be cut, OOH should be kept and money should be taken from radio, TV, newspaper, and display first.
$0
$20
$40
$60
$80
$100
$120
0 20 40 60
Sa
les
Re
ve
nu
e
Spend $million
TV OOH Digital Display Radio Newspapers
Source: USA Touchpoints, RealityMine (Base: Adults 18-64) 26
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OOH Optimization By Budget And Product Category
Source: USA Touchpoints, RealityMine (Base: Adults 18-64) 27
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Real. Effective. Advertising.
OOH advertising is highly effective at driving awareness
and brand affinity. It is also a proven media amplifier that
extends the reach and frequency of ad campaigns. OOH
should be an essential part of every integrated media buy
because it’s the most efficient driver of mobile, social,
and digital engagement.
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OOH Growth – Increased Time Spent & Mobility
+2.8-3.8%+5%
Growing Audience
Leads all traditional media in
consumer time spent growth
– all others, other than Cable
TV, are declining
Increasing Consumer
Mobility
Total consumer miles driven,
airline passenger travel
2013-2018
Projection 2016 Growth
Source: Borrell Associates, US DOT 29
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Powerful Amplification Effect Of OOH
Source: USA Touchpoints, RealityMine (Base: Adults 18-64)
Adding OOH to other media can potentially increase reach by up to 300 Percent
30
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OOH Drives Online Activation
Source: Nielsen (Base: Adults 18+) 31
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OOH Most Effective In Driving Online Activation
54 50 47 45
159 153 159 159
109 108 109 113
381
423433
446
0
50
100
150
200
250
300
350
400
450
500
Search activations Facebook activations Twitter activations Instagram activations
Online Activations Indexed Against Media Spend
Television Radio Newspaper/Magazine Out of home
Source: Nielsen (Base: Adults 18+) 32
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OOH Beats Radio And Print In Total Online Activations
Source: Nielsen (Base: Adults 18+) 33
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CPM Comparisons
Source: Peter J. Solomon Company 34
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Recall Comparisons
Source: Peter J. Solomon Company 35
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OOH Common Formats
Source: OAAA
36
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Bulletins
37
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Posters
38
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Spectacular Installations
39
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Wall Murals
40
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Bus Shelters
41
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Urban Furniture
42
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Buses
43
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Commuter Rail and Subway
44
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Mobile Trucks
45
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Taxis
46
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Arenas & Stadiums
47
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Airports
48
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Cinema
49
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Interior Place-Based (Wrapped Elevator)
50
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Exterior Place-Based
51
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Shopping Malls
52
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Multiple OOH Format Campaign
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DOOH Continuum
Digital BillboardsDigital
Street FurnitureDigital
Place-BasedDigital Transit Cinema
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DOOH Integration
55
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Large Format DOOH
56
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Digital OOH – Customization & Relevance
Source: Nielsen (Base: Adults 16+)
Flexible
Quick and targeted updates – faster than
broadcast or print media.
No production costs or installation charges.
Inventory can be purchased for periods
ranging from days to weeks.
Immediate
Digital OOH can be updated in real-time,
responding to consumer needs.
57
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Digital Billboards Are Effective
All Travelers Surveyed…
1. …noticed a digital billboard in the PAST MONTH. 75%
2. …noticed a digital billboard in the PAST WEEK. 60%
Past Month Digital Billboard Viewers…
3. …notice the MESSAGE on the screen MOST OR ALL OF THE TIME. 55%
4. …feel digital billboards STAND OUT MORE than online ads. 71%
5.…consider digital billboards a good way to learn about NEW BUSINESSES
in the area.65%
6. …agree digital billboard are a good way to learn about SALES and EVENTS. 61%
7. …recalled ADVERTISING on digital boards. 82%
Source: Nielsen (Base: Adults 16+) 58
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Digital Billboards Influence Consumers
Source: Nielsen (Base: Adults 16+) 59
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Digital Billboards Drive Action
Source: Nielsen (Base: Adults 16+) 60
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Digital Billboards Drive Action
Source: Nielsen (Base: Adults 16+) 61
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Digital Billboards Drive Online Activation
Source: Nielsen (Base: Adults 16+) 62
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Digital Billboards Deliver Customizable Messages
63
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Place-Based DOOH
64
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Reflect Current Events
65
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Oreo Cookies
66
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Interactive Content
67
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Hershey’s Chocolate
68
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Consumer Generated Content
69
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Google Play
70
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Scanning and Tapping
71
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Augmented Reality
72
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Geofencing and Mobile Retargeting
73
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Shellback Rum
74
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Out of Home Advertising: Contextually Relevant