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The value of digital out-of-home


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A thought piece from Posterscope on the value of digital out-of-home

Published in: Business, Technology

The value of digital out-of-home

  1. 1. The ValueOf DigitalOut-of-Home/Many advertisers and media agencies ask the questions:‘How does the pricing of digital OOHscreens compare to static equivalents?’ and‘Are they worth the premium?’The short answers are:‘It varies by location, environment, formatand media owner’ and ‘Sometimes’Clearly that’s not a particularly helpful response and many people are tempted to over-simplify theanswers by trying to work out how audience figures compare.There are many contributing factors - as listed below - that influence the true value of DOOH. Theimportance of each will vary depending on the advertiser and campaign in question, however allshould be considered when planning OOH to ensure campaigns are fully optimised and maximumvalue is achieved.Daypart buying and copy schedulingAllows targeting of different audience profiles and mindsets with even greater precision, if a more narrowcastapproach is important.Multiple creative executionsFeaturing several products or designs appearing either sequentially or separated by other advertisers.Variable campaign durationsOne day tactical activity, weekends only, etc.Short lead timesThese vary by network, depending on copy approval processes and technology infrastructure, but it is notuncommon to be able to book a campaign that is live within a couple of days or even a matter of hours.Advances in printing and logistics are making this increasingly possible for conventional posters too.Fast copy changesIn reaction to factors such as news stories, competitor activity, consumer reactions, the weather, etc.MovementMost networks, including a select number of roadside locations, can display animations and full motion video.This is not to dismiss the value of beautiful photography or high impact static copy and arguably, in many cases
  2. 2. an OOH campaign should include both static andanimated components.AudioMost networks are deliberately silent, although thereare some screens, such as those in hair salons andsome taxi networks, that do operate with full orintermittent audio. Our Creative Optimisation Guide,which is available on request, contains some excellentexamples of campaigns that have overcome the‘I think I need sound’ barrier.Premium locationsWhen converting sites from posters to screens, mediaowners have generally chosen their most iconic or highlydemanded locations. As such, there may be a pricepremium which is driven purely by supply and demand.Unique environmentsScreens are sometimes the only media formatavailable within a specific environment andtherefore deliver unique audiences. UK hair salonsis one such example.Real-time copyCreative can contain elements with live links toexternal sources, principally any data or content thatis hosted on the web, either publicly or privately.Examples include streams from social networks(‘official’ posts or consumer comments), brand news,sports results, stock levels or public utility contentsuch as traffic updates. Instant automated moderationcan easily be built in or short delays can be added fora second layer of manual filtering. Our paper, ‘SevenWays to Integrate OOH and Social Media’ containsmuch more detail on this.Low production costsPrinting and delivery costs do not exist but it is worthinvesting a small amount to ensure that creative issuitable for the specific screens or networks on themedia plan. The creative opportunity is often notleveraged, and unnecessarily simple, over-complicatedor inappropriate ads are one of the biggest causes oflost value in this sector. We can help overcome thisusing our Creative Optimisation Guide, which containsplenty of tips and good examples.Technological customisationsSome screens are able to support the integrationof additional technologies and content, such asgesture based interactivity, augmented reality,mobile phone controlled content, voice and soundactivated displays, personalised copy and much more.Through our technology and innovations website‘Don’t Believe the Hype’, we have been documentingnew developments since 2002. Another website,‘oohwelike’, showcases recent innovation-based OOHcampaigns from Posterscope and elsewhere, as wellas relevant, inspiring non-commercial activity.Modern, high quality displaysThis does vary by network and location, but in generalour research demonstrates that advertising on OOHscreens can make a brand seem more modern,innovative, stylish, cool and trustworthy.
  3. 3. The above list is certainly not exhaustive andother value enhancing opportunities do exist,such as content sponsorship, etc.Three further areas that also requireconsideration when planning a DOOH campaignare as follows:Consumer behaviour and attitudesAside from the ‘buying audience’ metrics it’simportant to have data relating to more specificaudience segments. OCS3, our proprietary consumerinsight system, details how likely a particular audiencesegment is to be exposed to screens in individualenvironments, how likely they are to notice them andtheir various opinions about the medium.Relative audience figuresWhether audience numbers are reduced, comparedto a conventional poster in the same location,depends on the scheduling strategy of the mediaowner. In some cases loop length is approximatelyequal to the average duration of viewing, in whichcase audience reduction from sharing the displayis arguably minimal. In other situations the priorityis optimising reach and frequency from a networkof screens and the length of an advert loop will beconstructed to reflect this. Furthermore, researchsuggests that in some cases the change ofadvertisers and/or the use of animation results inhigher levels of attention and audience.Realistic, net audience figuresIn the UK, the new Postar audience measurementsystem will provide accurate figures for many of themost common screen networks, which allows us toassess impacts based on share-of-voice and otherperformance indicators. In the future we also expectthis to be built into the equivalent USA system,EYES-ON. To allow comprehensive audience deliveryanalysis, agencies need systems that can calculatenet figures for campaigns. Posterscope is the onlyagency with such a tool - Prism Screen. This tool iscritical in being able to confidently and accuratelyevaluate the pricing of digital OOH.SummaryThe 13 points above illustrate that the question ofvalue is quite a complex and often subjective one. Itis completely dependent on how screens are beingused and the importance of each factor in the contextof an individual advertiser and campaign.For example, a movie advertiser taking advantage offull motion video and integrating dynamic consumerreviews from social media would require a verydifferent assessment of value compared to a financialservices client booking a last minute campaign toreact to competitor activity.For more information