in answer to the ad association question of "how do we stop this madness"? ....perhaps here is part of the answer

1. Outdoor in the Digital Era
Les Binet
adam&eveDDB

2. Our research

3. Salesupliftoverbase
Time
Source: Binet & Field 2013
Two ways marketing works
Brand building
Long term sales growth
Sales activation
Short term sales uplifts
Short term effects dominate ~6 months

4. Youneed both, in balance
1.1
1.5
1.1
1.0
0.8
0.6
0.4
0.2
0.0
1.2
1.4
1.6
<50% >70%
Numberofvery
largebusinesseffects
50-70%
% of budget allocated to brand building
Source: IPA Databank, 2014-16 cases

5. Targeting
Path to
PurchaseInformation
Use the right media for the right jobs
Sales Activation Brand Building
Broad Reach
FameEmotion

6. TV
Press
Outdoor
Radio
Online
5%
Cinema
0%
10%
15%
20%
25%
30%
35%
0% 10% 20% 30% 40% 60% 70% 80% 90% 100%
%increaseinVLbusinesseffects
fromaddingmedium
50%
Average daily reach
Reach is the primary driver of effectiveness
Source: IPA cases 1980-2016, IPA Touchpoints 2

7. Broad reach still trumps tight targeting
2.0%
1.8%
1.6%
1.4%
1.2%
1.0%
0.8%
0.6%
0.4%
0.2%
0.0%
Customers Both
Annualmkt.sharegrowth
Non-customers
Targeting
Base: 2008-16 IPA casesSource: Binet & Field 2016

8. Messaging
Shopping/
transacting
Online video
Search
0
20
30
40
50
60
70
Other online
80
90
100
0.00 1.00 2.00 4.00 5.00 6.00
WeeklyReach(%Adults)
3.00
Average Hours Per Day (Across All Adults)
Broadcast TV
OOH
Radio
Email
Social networking
Texting
Newsbrands
Internet for work
Cinema
10
Subscriber VoD
The Media Landscape in 2017
Source: IPA Touchpoints

9. Messaging
Radio
Email
Subscriber VoD
Shopping /
transacting
20
10
0
30
40
50
60
70
80
90
100
0.00 1.00 2.00 4.00
WeeklyReach(%15-34s)
3.00
Average Hours Per Day (Across All 15-34s)
OOH
Broadcast TV
Social networking
Texting
Other online
Internet for work
Cinema
Search
Online video
Newsbrands
How millennials consume media 20167
5.00 6.00
Source: IPA Touchpoints

10. Emotions and Fame remain most efficient
0.2
1.0
1.3
0.0
0.2
1.0
0.8
0.6
0.4
1.2
1.4
1.6
Rational Emotional Fame
SOVefficiency
Source: IPA Databank, 2004-16 cases

11. Video is the most emotive format

15. Earned media: no free lunch
4%
7%
11%
78%
0%
10%
70%
60%
50%
40%
30%
20%
80%
90%
Earned only Earned, owned & paid
%campaignsgenerating
earnedmediaonline
Earned & owned Earned & paid
Media used
Source: IPA Databank, 2014-16 cases

16. Outdoor doubles the chance of fame
35%
30%
25%
20%
15%
10%
5%
0%
Outdoor not used Outdoor used
Fameeffect
Source: Binet & Field 2013

17. Historic effect of adding media to the mix
29%
20%
17%
15%
7%
2%
3%
6%
10%
6%
0%
5%
10%
15%
20%
25%
30%
35%
TV Outdoor Radio Press Online Cinema Sponsorship PR DM Promos
Increaseinavg.no.
VLbusinesseffects
Effect of adding medium Base: IPA cases 1980-2016

18. Digital support makes OOH more effective
15%
37%
15%
10%
5%
0%
35%
30%
25%
20%
40%
OOH w/o digital OOH with digital
Increaseinno.of
VLbusinesseffects
Effect of adding
Sources: IPA Databank, 2014 - 2016

19. Outdoor effectiveness has doubled
14%
27%
10%
5%
0%
15%
25%
20%
30%
1998-2012 2014-2016
%increaseinavg.no.VLbusinesseffectsfrom
adding
Source: IPA Databank