Out-of-Home delivers brand fame, offering a big, bold canvas for creativity.
As other media continue to fragment, Out-of-Home reaches the mass audiences that brands need, when people are once again out shopping, socialising and commuting.
Jamie IrvingPentland's results clearly demonstrate the impact of adding Out Of Home advertising to the media mix. We saw saw marked uplifts in awareness and consideration in London and Manchester where OOH was live. Together, these results show how targeted OOH advertising can both stimulate online demand and strengthen brand metrics across the funnel.
Senior VP Digital Marketing, Pentland
Out-of-Home advertising is used by many of the world’s most valuable and fastest-growing companies for brand development. With Out-of-Home's new digital and programmatic capabilities, brands can drive important metrics across the marketing funnel, such as awareness and sales, with OOH ad campaigns that reach the right audiences in the right locations, in the real world.
Brand Manager"Our goal was to connect with people in their everyday routines—like the morning commute—and Out-of-Home delivered that physical presence. The Out-of-Home campaign exceeded our expectations, driving a 12% sales uplift and helping us reach our audience in a meaningful way.”
Jimmy's Iced Coffee
DOOH is any Out-of-Home advertising that is shown on a digital screen instead of a traditional paper poster or billboard. Combined with the big reach of standard OOH, Digital Out-of-Home gives way to capabilities such as ad campaigns with subtle motion and video, programmatic buying, and precise measurement of campaigns.
Through digital scheduling, advertisers are able to target specific areas, times and contexts with Out-of-Home. Layered audience data can be integrated directly with the activation of DOOH campaigns to reach specific segments that are fine-tuned to whomever the advertiser wants to reach. This digital activity can therefore be optimised to see further Return on Investment (ROI) from OOH campaigns.
By virtue of being a digital channel, DOOH can also be bought programmatically. Similar to paid social and search campaigns, this is a method for advertisers to buy OOH ad space through an automated online platform, which allows for an even greater level of flexibility, including:
Senior Associate DirectorProgrammatic digital Out-of-Home played an instrumental role in this omnichannel campaign...we reached a precise audience with contextually relevant ads across the best-performing OOH environments. Because we activated this campaign programmatically, using data triggers and optimised the creative for maximum relevance, we know that we achieved the best possible results for Costa.
EssenceMediacom
JCDecaux is proud to partner with Route, which provides gold standard audience data for Out-of-Home - telling us where and when audiences travel.
Using our full data stack, our Digital Out-of-Home advertising network is powered by Route data combined with additional sources, including mobile spend data, attitudinal data from YouGov, and the clients’ own data to plan and measure and evaluate campaigns.
When King.com used Out-of-Home and Social Media for video game app Candy Crush, awareness increased 1.3 times, consideration doubled and download intent increased 1.4 times, by combining public and private marketing.
This multiplier effect was shown in Facebook’s ‘Better Together’ insight that found for Danone, a combined approach grew sales by 6% and results were 13% higher than expected.
With the widespread use of smartphones, the high visibility of Out-of-Home goes hand-in-hand with actions on digital channels such as Social Media. Through the research, we found that using a combination of the two channels extends the reach of campaigns to a broader and younger audience and helps advertisers more efficiently reach their objectives.
A Facebook spokesperson
Constantly seen in the public eye, Out-of-Home advertising is part of our daily lives in the environments that we travel through every day, and has been for decades.
This means that as a channel, OOH is highly trusted and well regarded by its audience; the ‘P² + C = 6’ report reveals that the combination of public and private marketing, brings a ‘halo effect’, thanks to trust in the public screen.
This trust is also transferred to the brands that launch OOH campaigns. From 'The Moment for Trust' insight, we know that 81% of people say that trust in a brand influences their purchase choice.
Jasper MartensBrand trust is today’s most important consumer relationship, especially when it comes to a financial product like a pension. It not only convinces customers to sign up or buy a product, but it is also the key ingredient to brand retention…. certain marketing channels, such as Out-of-Home, lend themselves better to build trust because consumers see it as brands making a public commitment. It creates brand fame and familiarity - once you've seen us on a billboard or TV screen, you're more likely to click on a targeted Social Media ad from us and move all your pensions across. That’s why at Pension Bee, we’re increasingly optimising our marketing campaigns by including a mixture of public and private media, with channels like Out-of-Home used to build trust, broaden who we reach, and ultimately, help accelerate our customer growth.
Chief Marketing Officer, PensionBee
Source: *Route 51; **BrandZ ‘Advertising effectiveness, the long and the short of it’