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

2. Background

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

4. 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

5. 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

6. 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?

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

8. 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).

9. 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.

10. 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

11. Headline results

12. The 4 key things to take out of the OutPerform Study9%
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.

13. Under the bonnet..

14. 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

15. OutPerform

16. 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.

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