L A R G E F O R M A T D I G I T A LO O H M A R K E T
WHY LARGE FORMAT DIGITAL?
The OOH landscape has evolved significantly over the last 5 years as the digital evolution continues.
A huge investment across the UK has seen a +267% increase in Large Format Digital Out of Home inventory.
Improving the quality and landscape of the OOH space but also creating opportunities for smarter, efficient and innovative planning.
Talon recommends including LFDOOH on all large format plans to ensure key city centre locations and audiences are covered.
DIGITISATION IS DRIVING OOH MARKET TRANSFORMATION
UPGRADED DOOH INVENTORY
BETTER AUDIENCE INSIGHTS
DYNAMIC DOOH CREATIVE
INTEGRATED TECH PLATFORMS
NATIONAL COVERAGE
THE SHIFT TO DIGITAL OOH
The OOH paper portfolio has drastically reduced in size whereas investment in large format digital is significant.
2014 2015 2016 2017 2018 Change over 5 years
Reach – All Adults
6 Sheets - Roadside 79,055 75,244 66,486 62,000 58,055 -27% 93.6%
48 Sheets - Roadside 25,301 22,726 15,501 13,873 12,039 -52% 85%
96 Sheets - Roadside 1,822 1,667 1,563 1,385 1,297 -29% 54.6%
Rail 6 Sheets 5,280 4,143 3,216 3,105 2,479 -53% 14.6%
Underground 48 Sheets 1,857 1,746 1,690 1,690 1,730 -7% 10.4%
Digital 6 Sheets - Roadside 245 568 1,203 1,908 2,524 930% 39.5%
Digital 48 Sheets - Roadside 51 89 123 309 371 627% 13%
Digital 96 Sheets - Roadside 7 15 18 29 37 429% 7.2%
Large Format Digital 100 143 185 317 367 267% 17.4%
Source: Talon 2018
CHANGING REACH DYNAMICS OF OOH
Frequency curves for paper 6s and 48s show the optimum national campaign delivery shift from5000 to 4000 6 sheets and 2000 to 1300 48 sheets.
For large format paper panels, the cost per incremental coverage increases considerably from 1500 panels, so is inefficient beyond that point, whilst LFDOOH now grows coverage at larger weights, due to location and national distribution.
Source: Route, Talon
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60.00%
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120.00%20
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0056
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0068
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6s optimised
Prop of cost Proportion of reach
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
100 300 500 700 900 110013001500170019002100
48s optimised
Proportion of Cost Proportion of recah
Optimum shift of 6s & 48s for national campaigns.
6s from 5000 to 400048s from 2000 to 1300
LARGE FORMAT DIGITAL - COVER STILL BUILDING AT £2M
Source: Route All Adults / 2 weeks standard spot on loop / optimised for reach
0
1000
2000
3000
4000
5000
6000
7000
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100K 200K 300K 500K 800K 1M 1.5M 2M
53% COVER
6.7 FREQUENCY
186,000 IMPACTS
PAPER LARGE FORMAT – 48S
EFFICIENCIES DRIVEN BY REALLOCATING BUDGET INTO LFDOOH
56% COVER
7.6 FREQUENCY
222,000 IMPACTS
PAPER + DIGITAL SOLUTION –48S, D48S, LFD
+ 3% points cover
+ 1 view
+ 36,000 impacts
Source: Route, average campaign
MORE EFFICIENCY
Key locations are now mostly dominated by large format digital.
To have a true city centre presence across key cities, site lists have to be built around DOOH inventory.
Example - Birmingham
LARGE FORMAT DIGITAL IS ESSENTIAL TO COVER ALL KEY UK CITY CENTRES
CITY CENTRES ARE MAGNETIC
Cities are magnetic, expanding their audience from expanded urban area by 60%
OOH ads targeting the city of Manchester reach 3x the population over two weeks and 15x the city’s own population
On average, our urban centres – particularly the central areas - attract 4x the city’s population
LARGE FORMAT DOOH HAS UNIQUE STRENGTHS WITHIN THE MEDIA CHANNEL MIX
Source: IPA Touchpoints, Millward Brown AdReaction survey 2017, Talon Campaign Benchmarks 2018
IMPACT
Seeing a brand on premium DOOH increased consumers’ positive association with ‘Fame’ metrics by 12%
DRIVING BRANDING
DOOH reaches 64% reach of UK adults per week
Large format is stronger at shifting brand perception(+23%) and recommendation (+43%)
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
DIGITAL OOH HAS DOUBLED OOH EFFECTIVENESS
Source: IPA campaigns analysis 2018
OOH w/o digital OOH with digital
37%
15%
Effect of adding digital to OOH
Incr
ease
in n
o. o
f VL
busin
ess e
ffect
s
7%
17% 17% 20%
54%
Press Radio TV Social Search
UPLIFT TO BUSINESS EFFECTS %
OOH boost business effects of all channels
Source: Ocean Neuroscience; Storm Implicit Testing
DRIVING FAME AND JUSTIFYING PREMIUM DIGITAL – IMPACT, FAME AND EMOTIONAL INTENSITY
+43% increase in neuroscience-measured 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
SIGNIFICANTLY HIGHER ATTENTION FOR DIGITAL OOH AS EFFECTIVE PRICE GAP SHRINKS
Higher attention for animated creative over static and film; best example generated +24% impact for part-animated copy.
This means we see a real impact on attention using digital and full motion that reduces the cost differential by adding audience.
3.5 1.3Effective cost differential impact
Example: D6s
Campaign management platform
100% compatible with CLASSIC and DIGITAL
Access to live availability data and automatically book
inventory
AUTOMATION
OPTIMISATION IS THE NEXT STAGE IN TALON’S TECH AND DATA JOURNEY
New Out of Home audience segments
Audience-based planning & optimisation
Quantifiable outcome-based measurement
DATA APPLICATION
Tempo optimises large format digital OOH to drive effective delivery of audience reach
Algorithm Tool that enables incremental audience reach
through the best combination of sites that work together
OPTIMISATION
LARGE SCALE CREATIVE OPPORTUNITIES DRIVE EFFECTIVENESS, IMPACT AND BRAND PROFILE