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Social + DOOH
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The way we consume video is evolving. We’re favouring short-form content, on-demand and on-the-go as we keep up with the pace of modern life. We’re also consuming video across device; today there’s not only a smartphone in every hand, digital screens are all around us. Digital Out of Home (DOOH) is a powerful, complimentary video channel to mobile, putting real consumer connection within reach and cutting through the digital noise with timely impact. By sitting alongside social media, DOOH can deliver more powerful branding and activation results for brands, enhancing the potential for more engaging video content that’s always in the moment. Clear Channel are video stars. Our retail network of 1,800 full motion digital screens puts video advertising in front of millions of shoppers across the UK’s busiest retail hotspots. We've also demonstrated some simple techniques to take your social assets from online to Out of Home. Tap into the potential of social media and DOOH. Let us show you how…
The perfect platforms to boost your video advertising
of Millennials purchased a product after watching a video
“We know that no single media channel can deliver it all and a planner’s ability to deploy the right message across the media mix is needed now more than ever.”
The UK display video market grew by 27% in H1 2019
Sophie Pemberton, Strategy Director at Talon
Source: Clear Channel Toluna Survey, November 2018; IAB (Base: 268 millennials); PwC Digital Ad Spend, 2018/2019.
H1 2018
H1 2019
+27%
85%
of UK adults watch short videos online every week
of Millennials expect to see the latest tech advertising on DOOH
62%
68%
clearchannel.co.uk | @clearchanneluk
Digital OOH boosts social video campaigns
We combined forces with Talon on their ‘The 4th Space’ research project to quantify the additional impact of including Full Motion DOOH (FMDOOH) on a social video advertising schedule. The effects of adding FMDOOH to three social media advertising campaigns were analysed through On Device – tracking research into key campaign objectives, from brand awareness to purchase intent. Across the metrics, we found that campaign effectiveness measures increased significantly when FMDOOH was added to a social video campaign.
+23%
2x
average increase in brand effectiveness when adding FMDOOH to a social video plan
Full motion copy…
2.5x
greater impact
as likely to be seen as static
60%
longer engagement
more likely to be seen
DOOH has a stronger priming effect on mobile advertising than TV…
Sources: The 4th Space research, 2018; Animated digital poster vs. static paper poster; Kinetic Digital Eye and Face Tracking, 2011 (animated digital poster vs. static paper poster); Ocean Neuroscience & Talon Campaign Benchmarks 2018; Clear Channel Toluna Survey, November 2018 Base: 1028 UK Adults, 268 millennials
To help understand how FMDOOH can work on a social media schedule, Talon undertook a research project to look at the impact of a client placing their social creative of full motion digital ooh. The objective of the campaign was to quantify the additional impact of including FMDOOH on a social video schedule. Talon partnered with On Device research for this project, looking at brand impact among those just exposed to the social element, those exposed only to FMDOOH and those exposed to both elements to see the overall effect in achieving campaign objectives for the 3 brands tested.
OOH campaign launches and lat’s and longs of the sites are provided. On Device collect device IDs in their exposure engine to identify OOH exposure using their location recording technology within their panel app. 24-48 hours after exposure an online quantitative brand impact survey is served to those exposed measuring: - Brand awareness/perception - Ad recall - Brand favourability - Purchase intent - Call to action The survey is also served to a test group balanced on travel habits, age, gender and media habits to isolate the KPIS of brand impact.
- - - -
BRAND IMPACT: OOH
Due to privacy, we are unable to track social media users habits. Therefore, ODR work with a third party company called Eye-square, a company used by Facebook for creative testing, the tool allows consumers to login to their social media feeds and then ODR can place a creative in their normal social media environment. Whilst exposure is controlled respondents are unaware they have been exposed to the clients creative. Then the same brand impact survey is served 24-48 hours after exposure measuring: - Brand awareness/perception - Ad recall - Brand favourability - Purchase intent - Call to action
BRAND IMPACT: SOCIAL
The 4th Space research methodology
58% of Millennials agree
59% of adults agree
66% Millennials agree
scroll
Brands advertising with video on DOOH are…
Premium
Eye-catching
Making an effort with their ads
Social & FMDOOH exposure vs. social only exposure
Awareness / recall
Emotional response
Top message takeout
Consideration
Purchase intention
Taken any action
+8%
+40%
+6%
+17%
+20%
+48%
View the methodology
Our retail footprint is nationwide. We’re in all of the places where consumers are shopping and socialising; all of the places that advertisers want to influence spending and consumption habits. Our digital retail network is the UK’s largest, with over 1,800 screens. Our entire retail portfolio is full motion digital, giving the highest levels of Creativity, Flexibility and Accountability. With Full Motion DOOH in these standout retail environments, brands can deliver impactful video content and experiences to consumers, at key moments when they are looking for inspiration, researching products or planning to purchase. Making it easy for consumers to interact with your brand in different ways at different points in their purchase journey and empowering brands to deliver smarter, more effective video campaigns.
Our full motion digital retail network:
Places and moments for video to thrive
17.9M
daily impacts
1,800
full motion digital screens
Sources: Route; Tapestry 2020; Clear Channel Toluna Survey, November 2018 (Base: 1028 UK Adults, 268 millennials, 547 regular supermarket shoppers, 592 regular malls shoppers, 487 regular pub goers)
45%
malls shoppers think brands using video advertising on malls screens stand out from the crowd
74%
of millennial mall shoppers like brands who keep up with tech to improve the customer experience
51%
supermarket shoppers say video advertising on DOOH screens tempt them to buy something
64%
supermarket shoppers think video advertising on DOOH screens are eye-catching
71%
of Millennial pub goers often use their mobile phone when in the pub
59%
of pub goers think video advertising on DOOH screens are more enjoyable than static ads
- Malls Live - Malls Live XL - Asda Live - Sainsbury’s Live - Socialite
of Gen Z and Millennials' retail purchases are made in-store
of all online purchases are inspired or researched in a physical retail space
20%
We’ve undertaken specific research into the purchase journey of Gen Z and Millennials, uncovering insights into how they seamlessly navigate between physical and digital touchpoints, and the standout role that malls and Digital Out of Home plays
Check out our research
Content made for social naturally works across DOOH
Similarities exist between Social and DOOH:
Audio off
Similar creative storyboard
Short form copy
On the move
Fit to screen
Crop to screen
Facebook Instagram Pinterest Snapchat
9:16
Instagram Twitter
4:5
Facebook Instagram Pinterest Twitter
1:1
LinkedIn
4:3
YouTube Facebook LinkedIn Snapchat Twitter
16:9
How could it look in practice?
Video format
Reach more customers with your existing video advertising. Activating your assets on DOOH has never been easier.
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