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  • 1. OOH & TVComplementary Media03/10/2012
  • 2. OOH & TV – Complementary MediaThe following presentation aims to demonstrate how a combined TV & OOHcampaign can be a very effective combination for an advertiser ... Largely becausethey are two mediums that complement each otherThe first part of the presentation will focus on Planning - how tools such asTouchpoints demonstrate why a combined OOH and TV campaign is more effectiveThe second half of the presentation focuses on the Results – this is largely acollection of various case studies that demonstrate when a TV campaign has beenused in conjunction with OOH, the campaign results have been very effectiveWe have split this presentation into various sections so hopefully there are a lot ofnickable slides that you can use depending on what you need
  • 3. OOH & TV - Complementary Media• OOH adding Incremental Reach & Frequency to a TV campaign especially amongst hard to reach TV audiences• Complementary Media • Time of Day THE PLANNING • Geographies • Moods• TV & OOH Working Together to Drive • Advertising Cut Through • BrandAwareness THE RESULT • Brand Equity & Stature • Message Communications • ROI & Campaign Longevity
  • 4. OOH adding IncrementalReach to a TV campaign
  • 5. TV & OOH work effectively together to increase overall coverage and speed of 1+ cover build 100 TV Solus 90 TV + OOH 89% 80 77% 70 60 50 40 30 20 10 0 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 DaysSource: Touchpoints 3 – Media PlannerTV only 400 TVRS split by day e.g. 1 Day = 400 TVRS/28 = 14.3 TVRsTV and OOH 300 TV GRPS, 393 OOH GRPSTV and OOH – PRPs for 1550 6 Sheets @ £164 per panel
  • 6. Including OOH for the same budget delivers an additional 13%pt 1+ cover Solus TV Campaign Take 1/4 (100 TVRs) Re-invest in OOH off TV budget £1.02m TV Campaign £765k TV Campaign £765kTV + £255k OOH = = = 400 All Adults TVRs 300 All Adults TVRs 300 All Adults TVRs 393 OOH GRPs 89% 77% 72% TV Solus Coverage TV Coverage (As part of TV & OOH Coverage TV/OOH Campaign)Source: Touchpoints 3 – Media PlannerTV only 400 TVRS split by day e.g. 1 Day = 400 TVRS/28 = 14.3 TVRsTV and OOH 300 TV GRPS, 393 OOH GRPSTV and OOH – PRPs for 1550 6 Sheets @ £164 per panel
  • 7. Including OOH for the same budget delivers high additional 1+ cover especially amongst 15-34Solus TV Campaign Take 1/4 off TV budget Re-invest in OOH 400 TVRS to 300 TVRS 20.0% 16.5% 14.3% 12.6% 12.3% All Adults Housewives with ABC1 15-34 15-34 London Kids
  • 8. OOH & TV work even more effectively for 4+ cover build 70 TV Solus 61% 60 TV + OOH 50 40 40% 30 20 10 0 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 DaysSource: Touchpoints 3 – Media PlannerTV only 400 TVRS split by day e.g. 1 Day = 400 TVRS/28 = 14.3 TVRsTV and OOH 300 TV GRPS, 393 OOH GRPSTV and OOH – PRPs for 1550 6 Sheets @ £164 per panel
  • 9. Including OOH for the same budget delivers an additional 21%pt 4+ cover Solus TV Campaign Take 1/4 (100 TVRs) Re-invest in OOH off TV budget £1.02m TV Campaign £765k TV Campaign £765kTV + £255k OOH = = = 400 All Adults TVRs 300 All Adults TVRs 300 All Adults TVRs 393 OOH GRPs 61% 40% 31% TV Solus Coverage TV Coverage (As part of TV & OOH Coverage TV/OOH Campaign)Source: Touchpoints 3 – Media PlannerTV only 400 TVRS split by day e.g. 1 Day = 400 TVRS/28 = 14.3 TVRsTV and OOH 300 TV GRPS, 393 OOH GRPSTV and OOH – PRPs for 1550 6 Sheets @ £164 per panel
  • 10. Including OOH for the same budget delivers high additional 4+ cover especially amongst 15-34Solus TV Campaign Take 1/4 off TV budget Re-invest in OOH 400 TVRS to 300 TVRS 31.0% 26.2% 27.3% 22.8% 20.6% All Adults Housewives with ABC1 15-34 15-34 London Kids
  • 11. OOH adding IncrementalFrequency to a TV campaign
  • 12. TV & OOH work together to increase overall frequency and speed of frequency build 9 TV Solus 8 TV + OOH 7.75 7 6 5 5.2 4 3 2 1 0 0 2 4 6 8 10 12 14 16 18 20 22 24 26 28 DaysSource: Touchpoints 3 – Media PlannerTV only 400 TVRS split by day e.g. 1 Day = 400 TVRS/28 = 14.3 TVRsTV and OOH 300 TV GRPS, 393 OOH GRPSTV and OOH – PRPs for 1550 6 Sheets @ £164 per panel
  • 13. Including OOH for the same budget delivers an additional 2.6 frequency Solus TV Campaign Take 100 TVRs off TV budget Re-invest in OOH £1.02m TV Campaign £765k TV Campaign £765kTV + £255k OOH = = = 400 All Adults TVRs 300 All Adults TVRs 300 All Adults TVRs 393 OOH GRPs 7.88.07.06.0 5.25.0 4.14.03.02.01.00.0 TV Solus Frequency TV Frequency (As part of TV & OOH Frequency TV/OOH Campaign)Source: Touchpoints 3 – Media PlannerTV only 400 TVRS split by day e.g. 1 Day = 400 TVRS/28 = 14.3 TVRsTV and OOH 300 TV GRPS, 393 OOH GRPSTV and OOH – PRPs for 1550 6 Sheets @ £164 per panel
  • 14. Including OOH for the same budget delivers high additional frequency especially amongst 15-34Solus TV Campaign Take 1/4 off TV budget Re-invest in OOH 400 TVRS to 300 TVRS7.0 6.16.0 4.75.0 4.14.03.0 2.6 2.42.01.00.0 All Adults Housewives ABC1 15-34 15-34 London with Kids
  • 15. The Value of FrequencyFor example on Brand Consideration & Equity Frequency 1+ Frequency 3+ BRAND OVERALL AVERAGE EQUITYCONSIDERATION ALL (1+) = 48% 3+ = 59% 63% 60% 56% 57% 48% 50% 47% 47%They make me more likely to Flora Buttery has a great Flora Buttery gives a good Flora Buttery is a healthier try Flora Buttery taste balance of taste and health optionJCDecaux OOH Campaign Research: OnDevice Research Agency
  • 16. Complementing Media - Time of Day - Geographies - Moods
  • 17. TV & OOH complement each other in terms of time of impacts FULL DAY = 15-34 spend 7% more time OOH & 5% less watching TV 70 POST 6PM = 15-34 spend 15% more time OOH & 12% less watching TV 60 All adults 15+ TV All adults 15+ OOH 15-34 TV 15-34 OOH 50 40 30 20 10 0Touchpoints 2012TV = Watching TV (Any)ANY OOH = (At work/school/college/Travelling/Elsewhere outdoors/cafe/gym/pub/restaurant/shopping mall/supermarket)
  • 18. OOH being particularly useful for complementing hard to reach TV audiences - London FULL DAY = Londoners spend 9% more time OOH & 8% less watching TV 70 POST 6PM = Londoners spend 15% more time OOH & 8% less watching TV 60 All adults 15+ TV All adults 15+ OOH London OOH London TV 50 40 30 20 10 0Touchpoints 2012TV = Watching TV (Any)ANY OOH = (At work/school/college/Travelling/Elsewhere outdoors/cafe/gym/pub/restaurant/shopping mall/supermarket)
  • 19. OOH being particularly useful for complementing the hardest to reach TV audience – 15-34 London FULL DAY = 15-34 London spend 16% more time OOH & 12% less watching TV 70 POST 6PM = 15-34 London spend 39% more time OOH & 17% less watching TV 60 All adults 15+ TV All adults 15+ OOH 15-34 London TV 15-34 London OOH 50 40 30 20 10 0Touchpoints 2012TV = Watching TV (Any)ANY OOH = (At work/school/college/Travelling/Elsewhere outdoors/cafe/gym/pub/restaurant/shopping mall/supermarket)
  • 20. Complementary Geographies OOH is 5% more time spent Outdoors in urban areas more 15% more 6 sheets coverage in Urban areas urban, less 16% more 48 sheets coverage in Urban areas rural Complementing Geographies TV is more10% less time spent viewing commercial TV in urban areas rural, less14% less commercial TV impacts in Urban areas urban25% less commercial TV impacts in LondonSource: Touchpoints 2, Mediaplanner ‘Urbanite Audience’, BARB
  • 21. OOH can target specific audiences, e.g. commuters, within urban areas whilst TV is bought at a regional level LONDON LONDON LONDON AS IT WOULD LOOK ITV REGION GEOGRAPHICALLY BASED ON THE “WORKING POPULATION” London ITVTHE IMPORTANCE OF ZONE 1 WORKING POPULATION Managerial/ ABC1 AB 20-39 Annual Professionals Salary Zone 1 Boroughs 62% 83% 40% 62% £51,289 London Excl. Zone 1 44% 66% 26% 44% £31,995 Greater London Boroughs, Total pop of 7.5 million - Working pop16-74 of 3.8 million Source: Census Workplace Survey Source: 2009 Annual survey of hours and earnings (ASHE), ONS Crown Copyright
  • 22. Complementary Moods 100 90 80 70 60 50 40 30 20 10 0 Sl R B C M D Im A A D In R el or al is ct le re ec y ee te pu ax m tr rt iv Ti ed a re ep py ac m l e m e si st t y d te iv e ve ed e d At home Out and aboutClark Chapman Research
  • 23. TV & OOH Working Together to Drive - Advertising Cut Through - Brand Awareness - Brand Equity & Stature - Message Communications - ROI & Campaign Longevity
  • 24. TV & OOH Working Together to Drive - Advertising Cut Through - Brand Awareness - Brand Equity & Stature - Message Communications - ROI & Campaign Longevity
  • 25. TV and OOH deliver the highest advertising awareness Ads seen/heard in the last month? Television 87% Out of Home 74% Online 58% Newspaper 52% “The most important thing is that a person remembers your brand as Magazine 46% having done a lot of advertising … because in making purchase Radio 37% decisions we have an availability bias which massively biases us Cinema 26% towards buying things we’ve heard of before” Mobile phone 16% Rory Sutherland, IPAOMC Consumer Journey Research 2012
  • 26. TV & OOH combine to increase ad recall O2, Bacardi, Aero, Listerine Any TV OOH TV Unique OOH Unique Recall Recall Recall Recall Recall 85% 73% 69% 16% 9%CBS Outdoor Campaign Research: Dipsticks Research Agency
  • 27. TV & OOH combine to increase ad recallespecially in light TV viewing regions National London OOH Unique Recall OOH Unique Recall 10%pts 19%pts TV or OOH Recall TV or OOH Recall 68% 73% 58% 35% 54% 34% 47% ABC1 OOH Recall Index ABC1 OOH Recall Index 144 156JCDecaux Stella Artois Campaign Research: Red Blue Research Agency
  • 28. TV & OOH Working Together to Drive - Advertising Cut Through - Brand Awareness - Brand Equity & Stature - Message Communications - ROI & Campaign Longevity
  • 29. TV & OOH together effectively drive brand awarenessOnly TV ad seen 61% Incremental 12% pt increase in spontaneous TV & OOH Ad awareness seen 73% 0% 10% 20% 30% 40% 50% 60% 70% 80% Any Spontaneous mention Stella ArtoisCBS Outdoor Campaign Research: Clark Chapman Research Agency
  • 30. Regional tests again prove TV & OOH effectively raise brand awareness 62% 53% 50% 53% Pre +9%pt Post +3%pt Central Granada Spontaneous Brand AwarenessJCDecaux OOH Campaign Research: You Gov Research Agency
  • 31. TV & OOH Working Together to Drive - Advertising Cut Through - Brand Awareness - Brand Equity & Stature - Message Communications - ROI & Campaign Longevity
  • 32. TV & OOH work together to drive brand equity for Wickes OVERALL AVERAGE EQUITY TV ONLY = 24% TV & OOH = 28% 49% TV only TV & OOH 42% 38% 31% 31% 28% 26% 26% 24% 24% 24% 23% 20% 21% 16% 17% 16% 13% y l e e m ul e t d na en lit tig lu bl ou iu sf ua o Va na fid es em es Pr iti Q io on Pr ad cc Pr sh CSu Tr Fa JCDecaux OOH Campaign Research: You Gov Research Agency
  • 33. TV & OOH work together to drive brand equity for Listerine OVERALL AVERAGE EQUITY TV ONLY = 54% TV & OOH = 73% TV Only TV & OOH 80% Listerine is manufactured by experts in oral care 85% The advertising for Listerine makes me feel like I 55% should be using mouthwash 81% Listerine provides me with confidence that my 52% breathe will be fresh throughout the day 74% 45% Listerine is a better brand than other mouthwashes 66%Listerine kills more bacteria than any other everyday 37% mouthwash 59% CBS Outdoor Campaign Research: Dipsticks Research Agency
  • 34. TV & OOH work together to drive brand equity for Stella 4% OVERALL AVERAGE EQUITY TV ONLY = 49% TV & OOH = 66% Triple Filtered +20%pt TV ONLY 80% TV & OOH 60% Its not as 40% +8%pt strong Smooth 20% Lager as Stella 0% +17%pt Triple filtered+18%pt leads to a High Quality +18%pt smoother taste JCDecaux Stella Artois Campaign Research: Red Blue Research Agency
  • 35. TV & OOH Working Together to Drive - Advertising Cut Through - Brand Awareness - Brand Equity & Stature - Message Communications - ROI & Campaign Longevity
  • 36. TV creative helping to deliver OOH brand message effectively What is the main take out from OOH creative? Region – OOH only 37% Region – OOH & TV +14%pt 23% FINANCIAL BRAND X “TAKE AWAY YOUR MONEY TROUBLES”Source: Millward Brown
  • 37. OOH creative delivering a “Halo Effect” on TV message communicationWhen consumers were asked ... what is your main take out from theTV creative? In the pre stage (when only TV was running) most consumers did not notice the chalice glass in the TV creative. However at the post stage when OOH was running alongside TV with a “Chalice creative”, consumers started to notice the chalice glass in the TV advert ... As such they got more out of the TV ad Pre Stage (Only TV on air)50% Post Stage (TV & OOH running) 43% 41%40% 32% 33%30%20% 14% 13% 12% 11% 14% 8%10% 0% Pass on something Generations of care Reassuringly Contains only 4 Chalice shaped glass good Expensive ingredients keeps beer colder for longer Base: All Respondents CBS Outdoor Campaign Research: Clark Chapman Research Agency
  • 38. TV & OOH Working Together to Drive - Advertising Cut Through - Brand Awareness - Brand Equity & Stature - Message Communications - ROI & Campaign Longevity
  • 39. Above average spend on OOH increases TV ROI and TV Campaign Longevity TV ROI incl. Production costs Life of TV Campaign (Days) OOH % Spend Below Median OOH % Spend Below Median OOH % Spend Above Median OOH % Spend Above Median £4.50 60 55 £4.00 £3.87 Life of TV campaign (days) 50 £3.50 £3.25 39 £3.00 40 36TV ROI £2.50 30 30 £2.00 £1.55 £1.57 £1.44 £1.50 £1.21 20 £1.00 +30% +19% +8% 10 +53% +30% £0.50 £0.00 0 Finance Retail FMCG Finance Retail BrandScience Results Vault (2009) Campaigns that had both TV & OOH Expenditure
  • 40. TV & OOH successfully drove sales for Stella OOH 1ST-14TH MARCH 300 300 250 250 200 200 Sales Uplift Index TVRs 150 150 100 100 50 TV 50 22ND FEB-21ST MAR 0 0 10 10 10 10 10 10 10 10 10 10 10 10 10 20 20 20 20 20 20 20 20 20 20 20 20 20 1/ 1/ 1/ 1/ 2/ 2/ 2/ 2/ 3/ 3/ 3/ 3/ 4/ /0 /0 /0 /0 /0 /0 /0 /0 /0 /0 /0 /0 /0 09 16 23 30 06 13 20 27 06 13 20 27 03Source: NeilsenStella Artois Campaign Research: Red Blue Research Agency JCDecaux DME Tesco EPOS Data EPOS sales data (Tesco)
  • 41. OOH & TV effectively driving footfall in store 14% 13% 12% 11% +3%pt Pre -1%pt Post Central Granada Intention to visit storeJCDecaux OOH Campaign Research: You Gov Research Agency
  • 42. OOH & TV Complementary Media• OOH adds Incremental Reach & Frequency to a TV campaign especially amongst hard to reach TV audiences• OOH & TV complement each other in terms of time of day, geography and moods• TV & OOH work effectively together to drive advertising awareness, brand equity, message communications and ultimately consideration to purchase and ROI