OutPerform How Out of Home is a gateway to personal time with brands

Background

This study focusses on Out of Home driving Action Impact Action Relevance Creativity

3hrs 98% 75% OOH & Smartphone is a powerful combination for brands out and about every day reach smartphone Sources: Route. Smartphone average of Google, Deloitte, OFCOM

Have you ever lost your phone? Utility: essential for keeping up to date with everything in life Emotion: relationships, moments, memories Our most loved and treasured device And it’s with us as we spend 3 hours a day with Out of Home

Marcomms Connectivity and decision making Where to place spend and how to measure its effectiveness Short term performance metrics OOH data-driven across marketing objectives OOH primarily a medium/long term brand builder marcomms environment OOH environment Connectivity: Brands want to know how connectivity impacts decision making.. Across screens+devices, media, content and context. Spend & Effectiveness: Connectivity brings Data. And data is changing where brands place spend, and changing how they measure its effectiveness. Spend online, esp Mobile, is rapidly increasing. Ability to measure and optimise, in the drive for greater efficiency, has seen a shift towards shorterm performance metrics of effectiveness. (Rights/wrongs separate debate, but is a reality) Out Of Home too has also harnessed data-driven strategies to address the range of marketing objectives but its Traditionally and widely known for its strengths as a long term brand building medium. In the ‘connected’ context, can OOH can drive performance in the short term too?

Does Out of Home drive brand actions on-device? Our Approach

This study is about real lives in real time Our sample did not know the study is about OOH advertising. There is no respondent input during fieldwork. All measurement is passive – capturing natural behaviour. Smartphone and the Home device. Fieldwork 2nd-26th November 2015 (excludes Black Friday).

Isolating exposure to Out of Home Advertising across media Respondent precise location from App Exposed to OOH campaign ‘A’ Device Take brand action with Brand ‘A’ ? Unexposed to OOH campaign ‘A’ Device Take brand action with Brand ‘A’ ? Campaigns mapped to individual site level Also its really important to understand how we isolate the effect of OOH. So I’m going to walk you through it. Firstly - Its actually really challenging finding people unexposed to OOH Our sample go about their everyday lives They’re exposed to advertising across media, as we all are. click The app tells us their precise location And Route and the Specialists tells us which campaigns are running where, at individual site level, with associated visibility information. click So we know ‘respondent 1’ was exposed to campaign A. And we know ‘respondent 2’ was unexposed to campaign A. But respondent 2 was exposed to campaign B, and C, but not D or E etc in this way we build up exposed and unexposed groups for each campaign. We match the groups on age, gender and location. Click Then we monitor on-device activity for both groups and see if there is any difference in brand actions. we can attribute the difference to exposure to OOH **CAMPAIGN** Real Life Exposed and Unexposed have equal opportunity to see campaigns across other media.

35 campaigns tested National campaigns. Mix of formats and environments. Robust sample size. Only 7 had a clear call to action. Fieldwork 2nd-26th Nov

Headline results

The 4 key things to take out of the OutPerform Study 9% take brand action All campaigns +17% uplift versus unexposed to OOH 66% Smartphone actions are direct to brand 57% New or lapsed customers 9% (nearly 1 in 10) people who see OOH will act on it. OOH drives an average of 17% uplift in smartphone brand actions (rises to 38% in Top 20) And two-thirds of smartphone actions are direct to brand Over half of people taking actions are new or lapsed customers.

Under the bonnet..

Insights by topic Device split Search, Web, App Performance and Creative Personal Stories Millennials London vs Non-London Frequency and delay to action Black Friday

OutPerform

OutPerform: OOH is a gateway to personal time with brands 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.

To see the full study please contact: info@outsmart.org.uk