Amplify, Connect, Activate Today’s Out-of-Home: Amplify, Connect, Activate Three highlights from the international OOH conference, FEPE 2016: OOH drives real digital engagement Enhancing Mobile results Digital versus Classic in the media mix June 2016
OUT-OF-HOME DRIVES REAL DIGITAL ENGAGEMENT There are no impression below the fold or bot audiences in OOH As little as 8% of Online digital audiences could be real. The ability for OOH to drive real digital engagement was demonstrated in the US industry campaign ‘Feel The Real’. USA media planners and buyers were directly targeted by OOH advertising to show how OOH audiences are all real. Download the full white paper here to get the campaign strategy, execution and results. www.oma.org.au info@oma.org.au Source: OAAA, feelthereal.org
OUT-OF-HOME ENHANCES MOBILE RESULTS 17% uplift in smartphone brand actions when exposed to Out-of-Home (OOH) 48% higher consumer emotional engagement when Digital OOH & mobile used together “We know OOH is great for brand building and brand building delivers long term effectiveness. Now we know OOH drives brand interaction in the short term too.” UK study focused on the brand action people take on their smartphone after being exposed to OOH 9% (nearly 1 in 10) people who see OOH will act on it. OOH drives an average of 17% uplift in smartphone brand actions across 35 campaigns (rises to 38% in Top 20). Two-thirds of smartphone actions are direct to brand. Over half of people taking actions are new or lapsed customers. www.oma.org.au info@oma.org.au Slide Source: Outsmart OutPerform study, click here for more details and downloads
DIGITAL IS A DIFFERENT TYPE OUT-OF-HOME Digital and Classic OOH can deliver complementary benefits Digital adds a new creative dimension to OOH. Digital delivers on technology and innovation, while Classic (traditional) OOH has more tangible (measurable) value. - Ocean Outdoor www.oma.org.au info@oma.org.au Slide Source: FEPE Ocean presentation by CEO, Tim Bleakley, click here for more details and downloads