MediaTel OOH Summit: TV and OOH budgets are now "ring-fenced" for O2

A testament to the power of legacy media, O2’s head of creative and media said that TV and out-of-home budgets are “ring-fenced”, with 10-15% of the brand’s overall spend currently allocated to outdoor.
Speaking at Mediatel’s inaugural Out-of-Home Summit on Tuesday, Simon Valcarcel said no other channels give O2 the same scale, fame and high awareness that OOH and TV do – and that the money they invest in OOH will only increase in future.
“Over the last couple of years [our OOH budget] has increased, particularly as we’ve started to prove effectiveness and driving footfall,” Valcarcel said.
“TV and OOH are ring-fenced. We see ourselves as a brand that should be in all the stature sites; we view ourselves as a superbrand and we like to behave in that way with our media choices.”
Indeed, a new report published today from Rapport and the IPA reveals that using out-of-home within advertising campaigns increases market share growth by 36%, boosts profit growth by 20% and brand fame by 32%, and attracts 15% more new customers compared to campaigns that shun the medium.
O2’s “Oops”, created by Posterscope and VCCP, was voted Campaign magazine’s number 1 outdoor ad of 2017.
Via: MediaTel NewsLine