Marketers are currently rightly considering their communication strategies; both now, and next.
How can marketers flex the power of posters to be a Platform for Brands to complement other media channels and reconnect with consumers as they return Out of Home?
Pandemic Culture
Activation
OOH campaigns are 27% more likely to make large shifts in brand effects
The fundamentals of marketing were here long before Covid19, and they’ll be here long after it. As Binet and Field advise, there are two primary ways in which advertising works – Brand + Activation.
Advertisers can learn from strategies that have worked for brands in during past crises, as well as review media trends from other markets more advanced through the pandemic curve.
OOH campaigns see 47%
uplift in sales activation
effects vs. non users
Source: Canvas8
1. Binet and Field, The Long and the Short of It, 2013;
Don’t panic
1
Download the slides
China media consumption trends
observed and forecast
Phase 2: Recovery
(Mar-May)
Phase 3: Stabilisation
(Jun forward)
Digital
TV
OOH
Still the biggest time killer, less entertainment content, news and social dominant.
As people return to work, daytime ratings drop whilst prime time ratings are sustained.
Out of Home formats in line points (between work and home).
Gradually back to normal but some usage from lockdown remains. Content marketing recovery.
Back to normal usage.
Gradually back to normal.
Source: GroupM
Clear Channel’s portfolio has been developed to meet advertiser needs.
The broadcast scale, flexibility of DOOH and creativity offered by Out of Home provides brands the perfect platform to plan advertising strategies that achieve marketing objectives and increase brand and business metrics.
Reach
Improve brand equity in all potential buyers...
Nudge likely buyers to make a final purchase…
2
“When others go quiet, your voice gets louder”.
Ensuring brands are top of mind will be key to brand success and long-term growth as people emerge from lockdown.
Growing or maintaining share of voice remains a sound strategy to deliver market share. By being present when competitors are not, and delivering messages building on brand equity, will increase saliency.
Share of Voice can become cheaper when competitors cut back. Clear Channel has a number of flexible terms to help advertisers grow during the Return stage.
How can Out of Home
Increase brand saliency
*Binet and Field, Marketing in the Era of Accountabillity and Effectiveness in Context
In a digital world where false information is readily being shared and consumed, people are becoming hyper-aware. Never before have brand values mattered more.
A survey from Edelman showed that 71% of people say that if they think a brand is putting profit over people, they would lose trust in that brand forever*, and according to Yih-Choung Teh, Ofcom’s Group Director for Strategy and Research people are actively seeking “accurate, trustworthy and credible sources of news and advice”.
Brands have the opportunity to create bold, public promises that put people first on Out of Home as a brand safe media proven to boost brand equity and trust.
Build trust
*Edelman Trust Barometer, COVID19, 2020; Talon benchmark data; IPA databank & Rapport: campaigns used 15%+ of media budget in OOH; Ofcom
Out of Home delivers an audience in an ‘Ultra-absorbent’ state of mind* with our brains hard-wired to be more alert in transit.
As restrictions have eased, new found freedoms have encouraged people back to environments where Out of Home media has prominence. From our own Return Audience Hub data, the opening of pubs on Super Saturday in England meant our proximity to pub inventory saw a week on week rise of +33%!
Brands can leverage Out of Home to build brand equity with a receptive audience, but also deliver new and relevant offers to active consumers with new need states.
An absorbent audience,
already returning...
Absorbency
Source: Outsmart, Sunlight and Seduction
Out of Home catches people in an ‘Ultra-Absorbent’ state of mind
During the lockdown, consumers developed new habits, adopted new behaviours and trialled new brands. Some of these were forced because of limitations to movement, logistics and availability. Others, because of brands behaviours in helping communities.
A recent survery highlighted that 67% of people say they have bought a new brand solely because of the way it has acted during the crisis*. Out of Home is 72% more likely to increase brand consideration according to analysis of the Mesh Research databank*.
Marketers can tailor messaging to retain new customers by reinforcing why they’re making the right choice in sticking with newly discovered brands; or re-engage lost customers with campaigns that deliver a nostalgic reminder of what they’re missing by not returning to previously purchased and loved brands.
Drive brand consideration
OOH is
more likely to increase
brand consideration
72%
Sources: *Edelman Trust Barometer, COVID19, 2020
Mesh Research Databank, 2011-2015
Share of Market
How can Out of Home
Be relevant
Source: Why OOH: What Drives Activation?, Clear Channel
SOV < SOM
Brands tend to shrink
SOV > SOM
Brands tend to grow
No evidence that the rule is changing
The coming months will test everyone - we are in uncharted territory. But this was much the same in 2008 and it was the brands that held their nerve - and share of voice - that bounced back strongly when recovery came.
CONTEXT
Morning. Partial Lockdown easing.
Proximity to Costa Coffee stores.
MOTIVATION
ABILITY
Consumers have returned to Out of Home and marketers have the chance to reinforce or reinvent behaviours learned through the Pandemic Culture of 2020.
Relevant, timely and considered messaging will be key to ensuring both long-term brand success, and Out of Home’s ability to deliver contextual, memorable campaigns can feed advertisers short-term objectives.
A Platform for Brands
to return Out of Home
clearchannel.co.uk | @clearchanneluk
Check out the latest audience data on the Return Audience Hub
Plan your
Return to Out of Home
Firstly;
deliver brand results...
Peter Field
Share of Voice
drive activation…
+33%
Source: Clear Channel Return Audience Hub,; GlobalWebIndex; Kantar
WoW audience growth for Clear Channel panels in proximity to pubs on Super Saturday
New research, The Moments of Truth, demonstrates that delivering timely and relevant messaging can make Out of Home advertising more memorable and more effective.
The capability of DOOH to deliver contextual creatives can increase brand ratings, increase audiences ability and motivation to act and ultimately lead to higher sales.
Dynamic campaigns allow for contextual ads at scale that are proven to deliver a 2x increase in action measures.
The Pandemic Culture is changing at pace. Brands can utilise the flexibility of digital Out of Home to adapt to the changing context of the situation, meaning campaigns remain relevant, creating more meaningful, memorable engagement with consumers.
x2
Dynamic OOH delivers a
increase in
action measures
Increase consumers
motivation and ability
For a person to perform a target behaviour they must be sufficiently motivated, have the ability to perform it, and be triggered to do so. The likelihood of activation is also fluid based on context.
How can advertisers get the best from poster creatives to act as a trigger to increase motivation and ability, especially focused on messaging in the context people’s return to Out of Home?
Reduce Fear
“Safely” “Collect on Arrival”
– social distancing safe.
Social Acceptance
Public message, suggests normalised behaviour.
Effort
“Quickly” – reduce physical effort as the store is in close proximity. Served quickly.
Availability
Opening times displayed – know the store is open.
Just
OOH is
21%
27%
+26%
+82%
trust social media
as a source of news
on coronavirus
more likely to make large shifts in brand effects e.g. trust
improvement in trust
when OOH is included in
a multi-media campaign
boost in trust when adding OOH to a social media campaign
Out of Home is now back, firmly out of lockdown, moving through the pandemic culture, and looking forward at how attitudes and behaviours have adapted and shifted. At Clear Channel, we are calling this The Return.
History has demonstrated that at times of major international crises, people will change. As society moves through this pandemic and the number of cases rises and falls, consumers will go through various stages of understanding and needs.
What is the advice and evidence for marketers to capitalise on the new, adopted and returning behaviours of consumers as restrictions lift?
Stage 1
Stage 2
Stage 3
Stage 4
Stage 5
Denial
Anxiety
Adjustment
Reevaluation
New Normal
Resilience
Return
Reimagination
Crisis
Post Crisis
Brand Metrics
Awareness
Fame
Commitment
Trust
Esteem
Image
Differentiation
Business Metrics
Profit
Penetration
Loyalty
Price sensitivity
Sales
Market share
a Platform for Brands
& a Platform for Good
Out of Home is
See the brands
back advertising on
Clear Channel’s Platform for Brands
View now
Clear Channel’s Why OOH? insight piece highlights how Out of Home can deliver:
Clear Channel’s favourable return terms for advertisers
View now
View full study
Contact us
Flexible
DOOH
Improved cancellation terms
Audience
Indexed Pricing
Free artwork conversion
Start / Stop campaigns
as required
Improved terms
across 2020
Priced by up-to-date
audience data
Free adaption of creatives to Clear Channel formats
*Terms and Conditions apply
Source: Why OOH: Activation, Clear Channel
2.IPA & Rapport, Standing on the Shoulder of Giants;
*Binet and Field, Marketing Effectiveness in a Digital Era, 2017
Source: The Moments of Truth, Clear Channel, JCDecaux, Posterscope
CONTEXT
Morning. Partial Lockdown easing.
Proximity to Costa Coffee stores.
MOTIVATION
ABILITY
MOTIVATION
ABILITY
TAP FOR MORE
Find out how advertisers can use
context to activate consumers
TAP:
ABILITY
Clear Channel’s favourable return terms for advertisers
View now
Flexible
DOOH
Improved cancellation terms
Audience
Indexed Pricing
Free artwork conversion
Start / Stop campaigns
as required
Improved terms
across 2020
Priced by up-to-date
audience data
Free adaption of creatives to Clear Channel formats
*Terms and Conditions apply
Flexible
DOOH
Improved
terms
Favourable
pricing
Free artwork conversion
Start / Stop campaigns
as required
Improved cancellation terms 04/05 – 30/08
Priced by up-to-date
audience data
Free adaption of copy to OOH formats
*Terms and Conditions apply
Clear Channel’s favourable return terms for advertisers
View
87%
of UK adults approve of,
or don't mind, brands returning to ‘normal’ advertising campaigns
20%
of consumer have tried new offline stores as a result of Covid
