Out of Home Advertising: Contextually Relevant · Real. Effective. Advertising. OOH advertising is...

Out of Home Advertising: Contextually Relevant

Real. Powerful. Advertising.

2

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

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.

OOH’s Weekly Reach Of 99 Percent Tops All Media

5Source: USA Touchpoints, RealityMine (Base: Adults 18-64)

Percent of population reached

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

6

7Source: US Bureau of Labor Statistics

Time Spent with OOH Media

OOH Connects With Consumers

8Source: USA Touchpoints, RealityMine (Base: Adults 18-64)

Alertness and reach by medium

Consumers Are Most Inclined To Act In The OOH Space


Consumer report “action” responses in the same half-hour as

22 percent of OOH exposures

9

OOH Outperforms Traditional Media In The Half-hour Before Key

Mobile Activity


23%

8%

17%18%

5%

0%0%

5%

10%

15%

20%

25%

Reach by medium during consumer mobile online activity

10

OOH Outperforms Traditional Media In Reaching Consumers

In The Half-hour Before Purchase Activities


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

11

OOH Reaches Consumers In The Same Half-hour As 42 Percent Of

Online Shopping


Exposure by medium during mobile shopping activity

12

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.

Maximize Reach With A Variety Of OOH Formats


Multiple placements are most

effective for maximum

exposure

Maximize consumer exposure through use of the primetimes of each OOH format

14

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

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

v

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%


v

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…


v

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…


OOH Posters – Engage And Drive Recall


OOH Posters – Generate High Awareness


OOH Posters – Drive Action


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.

OOH – Effective With Strong ROI

Source: Benchmarketing 24

OOH Increases ROI For Search +40 Percent And Print +14 Percent

Source: USA Touchpoints, RealityMine (Base: Adults 18-64) 25

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


OOH Optimization By Budget And Product Category


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.

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

Powerful Amplification Effect Of OOH


Adding OOH to other media can potentially increase reach by up to 300 Percent

30

OOH Drives Online Activation


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


OOH Beats Radio And Print In Total Online Activations


CPM Comparisons

Source: Peter J. Solomon Company 34

Recall Comparisons

Source: Peter J. Solomon Company 35

OOH Common Formats

Source: OAAA

36

Bulletins

37

Posters

38

Spectacular Installations

39

Wall Murals

40

Bus Shelters

41

Urban Furniture

42

Buses

43

Commuter Rail and Subway

44

Mobile Trucks

45

Taxis

46

Arenas & Stadiums

47

Airports

48

Cinema

49

Interior Place-Based (Wrapped Elevator)

50

Exterior Place-Based

51

Shopping Malls

52

Multiple OOH Format Campaign

53

DOOH Continuum

Digital BillboardsDigital

Street FurnitureDigital

Place-BasedDigital Transit Cinema

54

DOOH Integration

55

Large Format DOOH

56

v

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

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%


Digital Billboards Influence Consumers


Digital Billboards Drive Action


Digital Billboards Drive Action


Digital Billboards Drive Online Activation


Digital Billboards Deliver Customizable Messages

63

Place-Based DOOH

64

Reflect Current Events

65

Oreo Cookies

66

Interactive Content

67

Hershey’s Chocolate

68

Consumer Generated Content

69

Google Play

70

Scanning and Tapping

71

Augmented Reality

72

Geofencing and Mobile Retargeting

73

Shellback Rum

74

Out of Home Advertising: Contextually Relevant

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Out of Home Advertising: Contextually Relevant · Real. Effective. Advertising. OOH advertising is...

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