Getting the Most Out of OOH Lara Menzies Marketing
Who is COMMB? Canadian OOH Marketing & Measurement Bureau - the industry’s national trade association • Tripartite (advertisers, ad agencies & OOH companies) • OOH company members represent over 90% of OOH revenue across Canada 18,000+ Indoor 270+ Markets Faces 45,000+ Outdoor Faces
Out-of-Home Billboards Street Level Transit Place-based
OOH Revenue is Growing Global OOH advertising revenues have grown in each of the last nine years (2010-2018), with an average growth of 7.5% per year over the period, to reach $ 5 6 billion in 2 0 1 8 . The Canadian OOH industry continues to see 5% growth YOY to approximately $745 million measured and non-measured in 2018. 2019 estimated revenue $825 million. Source: PQ Media 2019
Top Brands Using OOH in 2019 included:
Consumers Are Alert & Attentive Outside Their Home “State of arousal drives attention & memory encoding which are key factors that underpin the impact of advertising.” Phil Harris, Neuroscientist
OOH Advertising Gets Noticed 79% of respondents say they pay attention to OOH Highest attention levels are among 18-34 year olds at 85% Source: 2019 Canadian Shopper Survey
Consumers Take Action After Seeing an OOH Ad
Awareness + 7% Consideration + 6% Quote goals + 63%
Amplify Social and Mobile with OOH
Maximize Reach and Sales Better Together: Facebook and OOH Uplift factor in likelihood to purchase Source: “Global FMCG-Food and Beverage Consumer Journey Study” by Accenture (Facebook-commissioned study of 5,539 people ages 18+ in FR, DE, UK), Jun–Jul 2018.
OOH and Mobile Addition of OOH & Mobile + 300% reach
Mobile Retargeting 8,400 click throughs 6.4 million ad impressions 1.9 million unique users
Innovative Ways to Use OOH
OOH Best Practices
Simplicity
Brand Clearly and Strongly
Engage with your Audience
Contextual Creative Consider Your Media Environment
345K earned media impressions and 836 stories. Instagram followers + 565% Twitter/ IG engagements + 755% .
Sequential & Multiple Executions
Message Style
Dramatic Visuals
Use High Contrasting Colours
Colour Contrast
Type Face Simple style fonts are recommended for OOH Letter & word spacing key to readability Legibility
Quantifying OOH’s Effectiveness
Australia, China, Germany, UK, Malaysia
OOH Delivers ....... Scale & Repetition & Context & Propaganda Positive Synergy & Dom inance Absorbency Relevance & Prom otion Disruption Sym biosis Impactful Multiple formats Putting the Launching a Campaigns that Enhancing OOH campaigns with creative gets and high right brand in product or idea provide “that the latest noticed and frequency drive the right in a very public moment” of wit technology leaves a lasting positive environment way gets people or humour in drives audience impression. associations builds stronger thinking and everyone’s day interaction and with brands. connections, talking about it. create positive positions brands awareness and disruption as innovative recall. without being and forward- interruptive. thinking .
New Outdoor Measurement Enhances Audience Targeting Anonymous and aggregated location information from smart phone applications, traffic counts, travel surveys and other sources are being used to build a better understanding of population movement within a city.
More Granular Audience Information Compare and rank individual outdoor faces and place-based venues on their ability to reach a specific target group.
WOOH Congress-Toronto
OOH E-News Register at COMMB.ca
Thank You! For more information contact Lara @ lmenzies@comb.ca
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