Route data shows OOH audience has increased in the last quarter on both digital and poster sites

New data released today (8th March) by Route show that the audience of out of home advertising has increased in the last quarter. Growth is seen for both digital screens and posters.
Following sustained investment in new inventory, the audience for digital out of home (DOOH) continues its recent growth. DOOH now offers advertisers 60% weekly cover of adults in GB, up from 51% in the previous quarter. This increase is driven by a 17% rise in digital inventory measured by Route. In total, audience data are now provided for 6,820 digital screens.
Digital inventory remains an attractive option for advertisers wanting to reach various commercially appealing audiences including ABC1s (63% weekly GB cover – up from 56%), 18-34s (63%, up from 55%) and main shoppers (58% reached weekly, up from 50%).

The urban clustering of digital inventory also means that it can offer higher cover of geographically targeted audiences. For instance, each week DOOH reaches 94% of Londoners, 86% of people in Birmingham, 79% of Glaswegians and 60% of those in Greater Manchester.
The growing audiences for out of home are not limited to digital sites, with increases noted in posters too. For instance, a one week roadside campaign may generate between 7-10% more impacts than in R25 depending on the campaign weight. Similarly, campaigns in rail stations have increased their unique reach by between 4-6% on average.

Also new to Route in this release is the launch of a new ad format, the lamppost banner, which introduces to advertisers a new audience of 1.1million adults across London, South East and Birmingham.
The new Route data now include a larger refreshed sample as well as updates to both populations and traffic counts. This is the first report to feature readings from the new Multi Sensor Tracking meters. It has led to an improvement in the accuracy of the survey and increased the travel distances being recorded for participants.
Via: Route

Posterscope fuses the OOH industry currency with OCS

Posterscope fuses advanced OOH industry currency,Route,with OCS, the UK’s most detailed behavioural OOH Survey,to boost campaign reach & effectiveness

Out of Home and location marketing specialist Posterscope has fused its proprietary Out of Home Consumer Survey (OCS) with Route data to enable its planners to plan and buy OOH against a client’s core planning audience.
The OCS Route Fusion has been integrated into Posterscope’s location analytics, planning and trading platform ECOS and will allow its planners to quickly and easily re-create their clients’ precise planning audience, and then plan and optimise OOH campaigns against this at the same time as the much broader traditional buying audience.
This new depth of insight within OCS will also enable Posterscope to proactively analyse coverage and frequency and plan against audiences expressing interest in key moments such as sporting events, calendar events like Valentine’s Day or Easter, or environmental factors such as the weather, time of day and location.
Russell Smither, Insight Director at Posterscope, said: “Clients and agencies spend a significant amount of time, energy and money understanding target audiences, creating segmentations and then recreating these in media planning surveys such as TGI, OCS and Touchpoints to generate media and OOH insights.  By fusing our own OOH Consumer Survey (OCS) with Route we have streamlined the OOH planning process which will significantly increase the reach and effectiveness of campaigns, amongst the audiences that clients most want to reach.”
This more personalised approach to planning will lead to more accurate and efficient OOH campaigns and mean advertisers are reaching more of the people they most want to talk to.  For example, a rail digital six sheet campaign planned around “moments that matter” using the new OCS Route Fusion audience of “Men 25-64 who look forward to the Easter break” would deliver 40% more GRPs than the more traditional buying audience of Men 25-64.  Similarly, using an OCS Route Fusion audience of “Men 25-64 who get excited around major sporting events”, a rail digital six sheet campaign would deliver 21% more GRPs than the more traditional buying audience of Men 25-64.
About Route
Route (OOH Industry Currency) launched in 2013. The most advanced OOH industry currency in the world where 28,000 GB respondents’ movements are tracked over a nine-day period with sophisticated GPS meters. Route facilitates planning and buying across nearly all OOH environments for classic and DOOH based on key target audiences created using information derived from the Route respondent questionnaire
About OCS
Out of Home Consumer Survey (OCS) is Posterscope’s market leading survey in both the UK and across around 30 international markets. OCS generates in depth understanding on OOH communications by identifying consumer’s attitudes, perceptions and thoughts on different OOH formats, environments and dynamic content opportunities. OCS also identifies consumers’ attitudes towards seasonal events, an understanding of the consumer journey on over 20 product categories with usage and affinity towards 250 brands.

Ocean study reveals synergy between DOOH and smartphone users

DOOH switches light TV viewers on to branded content
They may be ditching the old fashioned TV box in the corner for smaller, smarter, mobile screens. But research shows that light TV viewers are increasingly switching on to the broadcast power of DOOH which is growing as a conduit to deliver live, broadcast content which connects them to brands via mobile search.
This news is evidenced by a new Ocean study which reveals how a powerful and growing synergy between DOOH and smartphone users is improving brand-building opportunities and boosting campaign effectiveness.
People classified as light TV viewers tend to be younger (aged 25 to 44 years old) with high purchasing power (ABC1).
These people have a close and emotional attachment to their phone and mobile is their medium of choice to connect and look for information.
Ocean has already established through our Neuroscience study that large format DOOH primes mobile campaigns. And in an age of snapping, searching, sharing and shopping, DOOH is also the only digital medium which can’t be avoided through the use of adblockers.
Research shows that 17% of UK ABC1 adults have used an adblocker on their smartphone. The younger groups are even more likely to install adblockers, with 24% of 25-34s and 21% of 35-44s claiming to have used adblockers on their mobiles.
MediaTel has surveyed more than 2,000 light TV viewers to discover how this multi-screening group interacts and consumes DOOH content when they are out and about.
This was a continuous survey with fieldwork in three bursts from May to August 2015, September to December 2015 and January to June 2016.
The study offers six key takeaways which show why brands should be streaming content via DOOH:
#1 – Light TV viewers in London are 228% more likely to watch interesting live content that they can’t access anywhere else at that time, an increase of 34 points from 2015 W2.
#2 – On average, 76% more say they notice large digital screens whilst out shopping, compared to the UK general public.
#3 – Light TV viewers in London are 344% more likely to respond to an offer from a digital screen using their mobile or tablet, an increase of 109 points from 2015 W2.
#4 – On average, 34% more say relevant content on DOOH screens encourages them to visit a store.
#5 – That response rises to 110% in London.
#6 – On average, 77% in London more say relevant content on DOOH screens encourages them to visit a website.
Big news then for brands who want to connect with light TV viewers with broadcast style content at crucial moments in the see now, buy now customer cycle.
Via: Ocean Talks

Brand Fame Uncovered: Storm unveils landmark research on Brand Fame in DOOH

Storm, Clear Channel UK’s premium digital brand, has unveiled results of a groundbreaking study on Brand Fame in digital Out of Home (DOOH) advertising at an event in central London.
The research, Brand Fame Uncovered, is the first of its kind and examined what Brand Fame means to both marketing experts and consumers. The study used a series of tests to provide detailed insight into consumers’ conscious and unconscious beliefs about Brand Fame – and to establish if Premium DOOH, such as Storm, delivers it.
Working in partnership with consumer insight experts Cog research, the first stage of the project sought to establish a common definition of Brand Fame.
Defining Brand Fame:
Storm and Cog worked with Bournemouth University’s Associate Professor of Marketing Science, Dr Stuart Armon, to conduct a detailed review of academic literature on Brand Fame to isolate key attributes associated with Brand Fame. A survey of over 1,000 members of the public then established the qualities that consumers associate with famous brands.
The result was the first ever clear and succinct definition of Brand Fame from both a consumer, and an expert perspective:
“Famous brands are powerful, premium and iconic. They’re highly visible, people talk about them and they are seen as being creative.”
Testing consumers’ unconscious associations with Brand Fame (System 1)
The second phase of the research used a series of scientific tests to establish the strength of consumers’ association between Premium DOOH and Brand Fame.
A first test measured 1,000 consumers’ unconscious responses (“System 1”) to brands on Premium DOOH using a process known as Implicit Response Testing (IRT). Participants were split into three groups: Group 1 were exposed to video stimulus of a series of brands on premium DOOH; Group 2 were exposed to video stimulus of brands on Digital 48-sheets; while a Control Group were not shown any video stimulus.
Results demonstrated that seeing a brand on Premium DOOH increased consumers’ positive association with Brand Fame metrics by 12% over the Control Group. Exposure to a brand on a Digital 48-sheet was found to increase positive association by 6% over control.
The positive uplift was universal across all categories with especially strong uplift for fashion, motoring and premium alcohol brands.
Testing consumers’ conscious associations with Brand Fame
A second consumer test used a method known as Max Diff Testing to establish consumers’ conscious responses to Brand Fame. Max Diff Testing takes into account participant’s preconceived and rational feelings about brands.
1,000 participants were shown six famous brands[1] and asked to select the most and least appropriate media channel for them to advertise on from a list of eight media types: Press, Premium DOOH, TV, Radio, Digital 48-sheets, Magazine, Cinema and Online.
Overall, consumers rated Premium DOOH the second most appropriate media for premium brands to advertise on behind TV, with Digital 48-sheets ranking third.
Storm: Delivering Brand Fame
Qualitative results from test participants specifically praised Storm’s super premium sites’ ability to deliver Brand Fame, describing the sites as “eye-catching”, “grand and iconic” and “portraying brands as premium”.
Brand Fame Uncovered has, for the first time, defined Brand Fame from an expert and consumer perspective: “Famous brands are powerful, premium and iconic. They’re highly visible, people talk about them and they are seen as being creative.”
Premium DOOH such as Storm drives all fame metrics when testing the unconscious brain.
When testing the conscious brain, it was found that consumers believe that after TV, premium DOOH such as Storm is the most appropriate channel for famous brands to be seen on.
“We are so excited to be launching this landmark piece of research today”, said Aimee Mckay, Managing Director of Storm.
“We already know that Brand Fame creates an emotional connection between advertisers and consumers that ultimately drives long-term brand building and profitability. Brand Fame Uncovered is the first time that Brand Fame has ever been conclusively defined. It is also the first time that rigorous, scientific tests have been used to provide conclusive evidence that consumers believe that premium digital Out of Home delivers brand fame for advertisers.”
[1] For the purpose of this test, brands from 6 different categories were selected from the 2016 Top 100 Superbrands list
Via: Clear Channel

Can Media Campaigns Perform 13% Better?

Often I wake up thinking, ‘wouldn’t it be great if my integrated campaigns could perform 13% better!’
If you are often asking yourself the same question, Carat Insight’s ICE (Integrated Communications Evaluation) study has the answers.
ICE is an award-winning methodology designed to understand the impact of individual campaigns and activations. ICE provides marketers with the understanding of what different media channels contribute to integrated campaigns. The research also takes into account all touchpoints a consumer has with a brand and identifies other influences such as brand experiences and competitor activity.
Here at Posterscope, we’re always trying to improve our understanding of how out-of-home (OOH) contributes to campaigns, and how it impacts and influences people. This is because the more we understand how people view, react to and identify with OOH campaigns, the better we know where to deliver ads they’re going to love, so that we can drive a real benefit for our clients.
Posterscope commissioned Carat Insight to conduct a database analysis of all individual ICE studies ever run to generate universal insights about OOH’s role within integrated campaigns. This was a five-year study that analysed 50 individual integrated media campaigns across this time period. The study tested more than 1,500 different creative executions, and surveyed a substantial sample group of more than 20,000 respondents to find out how these ads drive purchase intent. The campaigns were real life executions for clients including Phillips, British Gas, Lurpak and Kellogg’s.
The study told us a great deal about where OOH sits in the wider media mix, and how it influences and is influenced by other media channels, but the big reveals were all about the effect it has on people.
In particular, the study showed that campaigns with OOH perform 13 per cent better than those without. A great finding for OOH, this insight illustrating OOH’s impact on purchase intent, measured the extent to which someone is moved to make a purchase after seeing an ad.
Now an argument could easily be made that the kind of campaigns that use OOH are usually allocated a larger budget and therefore are in a better position to improve media performance. However, the ICE study takes this into account, removing the media budget bias by bringing campaigns that feature OOH and those without to the same starting point.
We also learnt a great deal about what drives purchase intent. OOH was found to have a major influence on interpersonal relations – which is the emotional connection people feel with a brand on a personal level. When looking across the media mix, OOH was found to proportionately impact interpersonal relations more than any other media channel at 45 per cent.
Across the five year period, this emotional connection people feel for brands was found to be the most important driver of purchase intent, accounting for an average of 44 per cent. We also found that its importance is growing, it improved by 14 per cent over 4 years.
The two emotional connections that the ICE study found OOH impacted the most was trust and relevance. As a broadcast medium, with large stature sites that are viewed in the public space, it makes sense that OOH instils trust. Relevance to consumers comes from the way OOH is planned to maximise its ability to reach consumers in the right place, time and mind-set.
OOH’s advantages extend beyond delivering trust and relevance. ICE rated the impact of creative on all media formats and OOH was found to have 3 out of top 10 most impactful creatives. 2 of these were on broadcast, large format OOH sites, relating to the findings on trust above,  whilst one was a very small advert in a doctors surgery, illustrating that if OOH is contextually planned, it also delivers effective relevance.
These insights will enable us to further improve the service we provide for our clients and is great news for the wider industry.
Harriet Swinburn – Posterscope

New Study Reveals Heightened Responses to OOH

Digital Out of Home is a key influencer in reaching big spending consumers who shun heavy TV viewing.
A new Ocean study measures how receptive light TV viewers are to digital out of home as a conduit between customers, stores and mobile purchase channels.
People classified as light TV views tend to be younger (aged 25 to 44 years olds); earning more than £50,000 a year, active, diverse, college educated and social networking influencers (source: TGI).
They watch less than three hours of television per day, and yet they make up 37.8 per cent of the UK population.
With digital content playing an increasingly significant role in reaching light TV viewers through mobile channels, a new study shows how significant a part DOOH plays in broadcasting this full motion content.
MediaTel surveyed more than 2,000 of them to discover how this multi-screening group responds to DOOH content and if they are likely to consume interesting live DOOH content when they are out and about.
The survey reveals that Light TV viewers:

  • On average, 31 per cent more say they notice large digital screens whilst out shopping compared to the UK general public.
  • That response rises to 43 per cent in London where there tend to be more large format digital screens.
  • On average, 13 per cent more say that relevant digital screen content encourages them to visit a website.
  • And on average, 15 per cent more say that relevant advertising encourages them to visit a store.
  • On average, 34 per cent are more likely to watch interesting live content that they can’t access anywhere else at that time.

Connectivity is a key driver to this group’s heightened response to digital out of home in our cities.

  • On average light TV viewers are 24 per cent more likely to use free wifi out of the home.
  • On average, 14 per cent say they are more likely to look for it.

All of Ocean’s full motion sites and Signature’s The Loop network offer free wifi.
Ocean Group marketing director Richard Malton said: “OOH has always been a great place to target light TV viewers. Digital out of home is even better placed as more and more digital content created by brands needs a broadcast distribution channel.
“With its full motion capabilities, DOOH provides this. This study shows how compelling DOOH content, delivered at scale, works to reach light TV viewers, increasing their interactions with brands via smartphones and priming people to make purchase decisions based on what they have seen.”
Via: Ocean Outdoor 

Research Findings Reveals Effectiveness of Classic and Digital OOH

New findings from Clear Channel UK and Posterscope reveal audience impact effectiveness of classic and digital Out of Home (OOH).
The ‘Classic & Digital: Audience Impact’ study, which involved over 1,000 face-to-face interviews with members of the public across five key UK cities, utilised metrics across campaigns from brands including Camelot, Paypal and Santander. The findings have revealed the impressive audience impact of OOH in 3 distinct categories:
1) The Classic Effect
Exposure to classic Adshel alone was found to deliver 18% higher spontaneous brand awareness, twice as much advertising cut-through, a 46% increase in average brand perceptions and a 55% increase in campaign message takeout
2) The Digital/Dynamic Difference
The incremental engagement value of adding digital to a classic Out of Home campaign was found to raise brand awareness by 2/3rds, increase brand consideration by 17%; deliver a 14% increase in ad response and a 10% increase in average brand perceptions.
3) Classic & Digital Combination
Exposure to both classic Adshel and Adshel Live was found to increase in brand awareness by 31%, campaign message take-out by 61%, brand perception by 61%; and deliver 3 times the level of advertising cut-through.
The study also looked at one campaign in particular which used exclusively digital Out of Home, by Curry’s PC World for their Christmas gifting push. These findings revealed the power of pure digital OOH, delivering a 31% increase in advertising cut-through and a 38% increase in average brand equity. Consumers were found to be twice as likely to agree with positive statements relating to the campaign and 30% more likely to consider purchasing gifts from the brand.
Lindsay Rapacchi, Head of Research and Insight at Clear Channel UK, said “This research clearly demonstrates the effectiveness of classic and digital OOH respectively, as well as the added benefits for advertisers who use them together to create incredible campaign cut-through and brand awareness uplift. While traditional OOH like our iconic Adshel network can deliver fantastic reach nationwide, digital Adshel Live adds a level of dynamism that proves they are a match made in heaven.”
Via: Clear Channel

JCDecaux Airport Launch ‘TECH IN TRANSIT’

Today, JCDecaux Airport UK launch their yearlong study, Tech in Transit, to the market. The technology sector is a key category for JCDA and given its fast moving nature, there was a clear need to expand our knowledge on this dynamic and exciting industry.
For this study, several bespoke quantitative studies were commissioned. These included:

  • Passively monitoring passengers’ app usage throughout their airport journey.
  • Partnering with Conde Nast to gain insights from Ars Technica & Wired readers – technology sector experts.
  • Collecting online panel data on JCDA audience’s relationship with technology.

Many of the findings uncovered in Tech in Transit are extremely revealing. The research showed that ATW* who had flown through a JCDA UK concession were more likely to be tech savvy, invest more in technology and have higher levels of ownership and app usage that those ATW that hadn’t.
Sebastien Anthony, Senior Editor Ars Technica UK said: “Ars Technica has the most discerning tech consumers and decision makers of any publication out there, so it’s always fascinating to learn more about how they use technology and what drives their purchasing habits.”
Some other keys findings include; estimated personal tech collection of ATW is £6,900, +47% higher than non JCDA traveller ATW readers; passengers spent £76m on technology products at Heathrow in 2015; and 93% of ATW passengers use their phone/tablet to research products they are considering buying.
Steve Cox, Marketing Director JCDecaux Airport UK said: “The airport offers unique communications benefits for tech brands. It’s an environment full of early-adopting tech-literate passengers. Plus, of course, it’s a location built on the latest, most cutting-edge technology – a natural synergy”.

Outperform, a Major New OOH study, Has Been Release by Outsmart

A new study released today from Outsmart, the marketing body for Out of Home (OOH), reveals that OOH activity drives +17% uplift in smartphone brand actions.
‘OutPerform’ is its first major study since opening doors in September 2015. Outsmart joined forces with leading market researchers, Ipsos and OOH industry measurement body, Route, to explore how the medium performs in today’s connected world, especially with the proliferation of the smartphone. The groundbreaking study, believed to be the biggest of its kind, investigated how public journeys can become personal stories among 16-44 year olds in the UK.
The results also show that the uplift in smartphone brand action increases to 38% among the top 20 best performing campaigns within the study and even higher for Millennial and Gen Z audiences.
Results demonstrate that OOH converts brand advertising into brand behaviour, revealing 66% of smartphone actions are direct to brand, such as a search query or website visit.
Furthermore, 57% of respondents that took action were new or lapsed customers, highlighting the power of OOH for brands seeking growth by reaching a wider group of consumers beyond the core buyer.
The very latest passive measurement and geo-location techniques were used to ensure natural consumer behaviour was captured.  Combining this with the power of data-driven broadcast OOH means the real relationship between OOH and smartphones is unlocked. The study was the biggest of its kind – producing a huge volume of data from over 60,000 sites and more than 1300 hours of OOH dwell time, 16,000 brand actions and over 150 hours of time with brands.
Alan Brydon, CEO, Outsmart, commented “Our study reveals a clear message; having OOH on your media plan will increase interaction with your brand via a smartphone. We already know that OOH builds brands and delivers long term effectiveness. With our ‘OutPerform’ results we’ve shown that OOH is a gateway to personal time with brands, simultaneously driving brand interaction in the short term and all advertisers and agencies should want to learn more.”
Tim Lumb, Insight and Effectiveness Director, Outsmart, commented “In an age of snapping, searching, sharing and shopping, OOH and smartphones, now more than ever, have proven to be a very powerful combination for brands to make connections with people.”
Via: Outsmart 

DOOH will be the Fastest Growing Media Channel

Inspiring. Exciting. Versatile. Just three the emotions adland associates with digital Out of Home which is predicted to grow faster than mobile and video on demand over the next five years.
Two hundred and four executives drawn from both media agencies and the outdoor specialists sector responded to a study commissioned by premium digital out of home media owner Ocean to gauge the role, prospects and challenges for digital out of home in the current media landscape.
Key findings of the study:

  • DOOH is consider the Number 1 medium and is predicted to have the biggest growth in the next 5 years
  • DOOH is perceived as a tech-driven medium, closely aligned with online and mobile. It’s also described as the most innovative, creative and flexible medium in the market.
  • Executives differentiate DOOH from its competitors as being more sophisticated, exciting and inspiring

A substantial 86.3% study respondents identified digital Out of Home as having the biggest growth potential over the next five years, putting the medium ahead of mobile (67.2%), video on demand (60.8%) and every other media channel.
Digital Out of Home also scored higher than any other media channel for offering dynamic (83%), exciting (69%) modern (82%) and versatile (67%) advertising environments.
“The emotional index in our study shows how far DOOH has moved from the being a standard, passive medium to a channel which is modern, exciting and sophisticated, driving mobile and online,” said Ocean marketing group director Richard Malton.
“This shift in positioning is driven by technology like audience recognition, wifi and broadcast capability, which allows us to introduce even better targeting, interactions, creativity and results. The introduction of new trading models is also driving flexibility and value as never before.”
The study allows Ocean to create three specific media clusters;

  • Potential – DOOH, mobile, online, video on demand
  • Classic – radio, press and static out of home
  • Influential – TV, magazines and cinema

Cost and flexibility were two issues highlighted by survey respondents as issues to be addressed.
“DOOH needs to educate and prove to the industry it is audience, content and cost driven, “ said Richard Malton. “Automated planning and trading environments like Signature’s The Loop is a significant step towards achieving the necessary transparency and flexibility.”
Via: Outsmart