Why advertise on Out of Home now?
During these challenging times, new insights from IPSOS and Kantar show the importance of why the time to spend on advertising is now. The role of Out of Home as a Platform for Brands remains as important as ever.
Daily routines simplify decision-making, so when peoples’ usual routines are altered, they look to create new ones . Behaviours are changing quickly as people adjust to new ways of living, but audiences are still moving around as
we see a shift to localised movement, in line with current guidelines.
It’s essential for brands to stay visible, to help shape new behaviours and build trusted relationships. With thousands of sites sitting in the heart of communities, Out of Home gives them the power to reach consumers with messaging that helps:
Create new social norms
As new behaviours can be slow to adopt people need reassurance that it is acceptable. Brands can help alleviate fear and encourage widespread adoption by showing that others are doing it as well.
Inspire
Brands can look to help people make good use of the time they spend at home, and to drive internalisation of new habits by helping them feel good about the way that time is spent.
Build trust
Brands have an opportunity to build relationships and reassure people. New behaviours will develop based on trusted information and consumers will be open to brands who communicate in the right way.
improvement in Trust when OOH is included in a multi-media campaign
boost in trust when adding OOH to a social media campaign
Brand equity
Kantar’s Brand Z research shows how those with strong brand equity recover far quicker than others. Something Mark Ritson fully supports in his recent article in Marketing Week, Marketing in the times of Covid-19. It’s important
to be ‘brand ready’ in order to maintain relationships
with consumers.
As a broad reach media, OOH is essential for building brand equity and is proven to create large shifts in brand metrics. Therefore at times like this, DOOH remains just as important as ever.
Brand Metrics
Activation
To help consumers make decisions quickly as they change behaviours, smart brands will need to be ready to activate
their messages at the right time.
No cinema? Netflix... No eating out? Hello Fresh... How to stay fit and healthy? Peloton... From feel good messaging and essential product information to new offers and entertainment and ideas, Digital OOH is primed to drive action for brands.
“Keep the brand light burning, because the cost of snuffing it out for the rest of 2020 and then trying to reignite it next year is gigantic.”
Mark Ritson
OOH is a trusted medium for brands
OOH campaigns
are 72% more likely
to increase Brand Consideration
+26%
+82%
OOH campaigns are 27% more likely to make large shifts in brand effects
People will want to get on with the activities that they have missed as quickly as possible and will spend an increasing amount of time out of home as a result. OOH is well placed to reach their needs
as they seek inspiration around how and where to spend their
time and money.
OOH campaigns see 47% uplift
in sales activation effects vs. non users
1
2
3
The flexibility of Digital Out of Home
DOOH allows advertisers to maintain a large brand building presence, with the ability
to switch to activation tactics as necessary.
Awareness
Images
Differentiation
Fame
Comitment
Trust
Esteem
Brands who use large format digital are viewed to be more inspiring, with a +10% increase in emotional response
Everyone is looking forward to ‘returning’ to the new normal
Source: Kantar
Strong brands recovered nine times faster following the financial crisis of 2008
Which of the following would make you more likely to make a purchase or visit a store/website?:
Being able to get
the product quickly
Seeing live stock updates for a product
Affordability when deciding a purchase
Short distance to the store
10x
84%
71%
13x
more likely to agree
more likely to agree
agree
more likely to agree
And the use of contextually relevant messaging will also increase the motivation to act…
Source: Kantar
Why Out of Home is essential for brands
The theory of Activation
Consumers are most likely to act on trigger ads when motivation and ability are at their peak
Can DOOH Activate?
Ability To Perform Behaviour
Availability: Buy now
Price: Affordable
Effort: Within walking distance
Sufficiently Motivated
Hope: Chance to win big
Fear: Don’t miss out
Contact your sales representative for more information
clearchannel.co.uk | @clearchanneluk
2
3
4
OOH can help shape behaviour
1
Source: Locomizer
Sources: 1, IPSOS, Coronavirus & behaviour change March 2020; 2, Binet and Field, Marketing Effectiveness in a Digital Era, 2017; 3, COG; 4, Talon benchmark data; 5, IPA databank & Rapport: campaigns used 15%+ of media budget in OOH; 6, Binet and Field, The Long and the Short of It, 2013; 7, IPA & Rapport, Standing on the Shoulder of Giants; 8, (DOOH: What really drives Activation.
5
6
7
8
10%
5%
0%
-5%
-10%
-15%
-20%
13 Feb 20 Feb 27 Feb 5 Mar 12 Mar
Birmingham
City Centre Suburbs
10%
5%
0%
-5%
-10%
-15%
-20%
13 Feb 20 Feb 27 Feb 5 Mar 12 Mar
City Centre Suburbs
Sheffield
Dwell time of general audience:
Change in the time spent per person, per city area
Daily routines simplify decision-making,
so when peoples’ usual routines are altered, they look to create new ones . Behaviours are changing quickly as people adjust to new ways of living, but audiences are still moving around as we see a shift to localised movement.
It’s essential for brands to stay visible, to help shape new behaviours and build trusted relationships. With thousands of sites sitting
in the heart of communities, Out of Home
gives them the power to reach consumers
with messaging that helps:
What is Activation?
Consumers are most likely to act on trigger ads when motivation and ability are at their peak
Can DOOH Activate?
Ability To Perform Behaviour
Availability: Buy now
Price: Affordable
Effort: Within walking distance
Sufficiently Motivated
Hope: Chance to win big
Fear: Don’t miss out
Download the slides