The scale and flexibility of digital Out of Home provides brands with an opportunity to deliver contextually relevant content to a wide audience.
The powerful combination of DOOH’s broad reach of audiences alongside the immediacy of content delivery, means that advertisers are no longer only looking to Print and Social as the channels for reactive messaging.
Piggyback
Marketing
Piggyback marketing is about delivering immediate, topical messages around current news or calendar events – either reactive or pre-planned.
Clear Channel UK has new insight into the value of hyper contextual messages and why brands should take advantage of newsworthy events that people are talking about…
Who’s doing it?
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KFC
During the political chaos at the time of Liz Truss’ resignation, KFC took advantage of the immediacy of DOOH with their tongue-in-cheek copywriting.
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Greggs
Greggs utilised DOOH to connect with audiences and get noticed during a nationwide heatwave.
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The Post Office
On the back of the social media outage that happened across the UK, The Post Office were quick to turnaround this witty campaign on premium large format DOOH
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Schweppes
Schweppes tapped into the celebratory mood of the nation around the extra long Jubilee bank holiday weekend with a contextually relevant campaign on DOOH.
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What is Piggyback Marketing?
Source: Toluna Topical advertising survey N=1000 UK adults, Nov 2022; * The Moments of Truth 2020
74% say that topical ads often
grab their attention
SHOW the research
Attention
SHOW the research
Action
SHOW the research
Leveraging news or sports events that everyone’s talking about is a clever way for brands to gain extra attention and expose their messages to a new audience. A British heatwave, the Lionesses winning Euro 2022, and Liz Truss resigning are just some of the topical events brands have been reacting to.
Tagging your brand to a popular story/event can put your brand in the spotlight, build consumer affinity, and ultimately drive purchase consideration.
Clear Channel UK surveyed 1,000 people to reveal the impact of reactive advertising
Why is Piggybacking an effective strategy for brands?
Affinity
12,000+
digital screens across the country
1: Scale of DOOH
The rapid growth of Digital OOH screens means advertisers can now reach audiences nationwide. Accessing more shopping, leisure and commuting touchpoints than ever before (a core benefit previously only associated with traditional OOH).
Why use DOOH to deliver topical ad messages?
Social to DOOH
The Royal Mail posted its clever congratulatory message on twitter to the England team on winning the Women’s Euros. Given it's portrait format it's an easy move to Adshel Live
2: Fast turnaround
Digital OOH is as easy to activate as both print and social media. Content can be displayed on digital screens within a few hours (varies by format). Clear Channel’s digital flexibility means that brands have the freedom to pick the number of days, even hours, to display their topical messages.
3: Compatible creative specs
The specifications of Digital OOH creative are similar in size and aspect ratio to most common formats in other reactive media. You can find the specs here. This makes it really easy for brands to get more mileage from their clever social or press creative by displaying it on digital OOH screens across the UK. Click these examples to see how they'd look on DOOH.
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Press to DOOH
This cheeky press ad imagined a courtroom on tenterhooks as the country waited for the latest news to come out of the ‘Wagatha Christie’ trial. Easily converted to work on a billboard.
With increasing attention on the Euros championship, it provided brands an opportunity to reach new audiences and be socially concious in their marketing approach by taking a stance on gender equality.
New insight shows that many brands who associated with the Euros leveraged the positive associations people have with such an event.
Brands piggybacking on an event with a bigger social narrative: Women’s Euros
POWERPOINT DOWNLOAD
Source: *Touchpoints 2022 (funtionl internet = work / info / shopping / banking). **Route v41.02, based on 60” spots.
^Outsmart, PwC AA Warc (Q2 22 vs Q2 21).
prompt conversation
74% of 18-34s say topical ads often
+32% stronger brain response
when relevant ad is seen at the right time on DOOH*
topical messages are fun
68% think that brands using
brands are clever
64% feel these kinds of
more memorable than a traditional ad
85% think that topical ads are
+7% increase
in sales
experienced by brands using contextually relevant DOOH vs standard DOOH*
likely to
consider buying from brands using topical messages
1 in 2 say they are
Source: Toluna Topical advertising survey N=1000 UK adults, Nov 2022; * The Moments of Truth 2020
Find out more about the brain’s response to relevancy in DOOH...
Click
DOOH**
Functional internet
Newsbrands (Print)
Newsbrands (Online)
Social
% Weekly reach of reactive media channels*
48% Digital OOH revenue growth YoY^
80% of UK adults see a digital OOH screen at least once a week*
80
60
40
20
0
Source: Toluna Topical advertising survey N=308 UK 18-34s, Nov 2022
Leaders
In-touch
Successful
Inspirational
Celebrate equality
Consumer perceptions of brands associating with the Women's Euros (%18-34s agree)
80
60
40
20
0
WHAT
WHY
WHAT
WHAT
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