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Campaigns Featuring Out of Home Activity See 13% Higher Purchase Intent

Out of home (OOH) work’s inclusion in marketing campaigns has been found to considerably bolster the public’s purchase intent, according to a five year study from Posterscope and Dentsu Aegis Network.
Analysing over 50 individual client campaigns, testing more than 1,500 creative executions and surveying over 20,000 respondents, the Integrated Communications Evaluation (ICE) study found that campaigns with OOH boosted purchase intent by 13 per cent when compared with those that did not feature it.
Furthermore, it was found to be one of the leading drivers of interpersonal relations, the emotional connection people feel with a brand, which drove almost half of all purchase intent (44 per cent).
Interpersonal relationships also seemingly looked to power purchase intent increasingly, accounting for 36 per cent in 2011/12 to 50 per cent in 2013 to 2014.
OOH was also found to carry a higher effect on interpersonal relations than any other medium, sitting at 45 per cent.
 

 
 
Glen Wilson, managing director of Posterscope, said: “ICE is something we have used for a number of years to evaluate campaigns and to better understand the individual drivers behind campaign success. Over time it has developed into an extremely sophisticated system we can use to better understand how OOH contributes to campaigns and how it can impact and influence consumers.
“We have always known that OOH is an incredibly powerful part of the marketing mix and a significant part of any successful campaign and the positive impact it can have in amplifying the overall media effect on purchase intent.”
Interpersonal relations are measured by combining metrics including trust, relevance, customer service, expertise, convenience and caring.

JCDecaux's MyCONNECTIONS has Launched!

JCDecaux have just launched their brand new ‘MyCONNECTIONS’ to enhance their insight and data offering.
MyCONNECTIONS consists of three new portals including our brand new ‘MyLondon’ community. It collectively reaches a total audience of almost 10,000 people across the UK!
MyLondon is a 5000-strong panel alone, and has been created following our recent TfL bus shelter contract win, enabling us to connect clients to the distinct urban audience. The new panel is run by ResearchBods and allows clients to ask opted-in respondents questions via a website or the dedicated app and receive feedback within hours.
Additionally, MyLondon runs surveys, polls and diaries across the year. The panel covers both the central 33 boroughs as well as ‘Greater Greater London’ which covers people who visit London to either work or shop but don’t necessarily live within the traditional boundaries.
The other two panels consist of MyShop (formerly known as Connected Consumer), and MyCommute (formerly known as Connected Commuter).
The communities for each of the three panels have been built to feel like a social network platform. The brand new features on offer make them incredibly user-friendly and attractive to the individual range of audience sets.
There are also some fantastic prizes and incentives on offer that have been tailored to each individual panel to make sure that they have captured the best quality content from a happy community.
Please get in touch with JCDecaux at MyConnections@JCDecaux.co.uk to put forward a question for a poll or quick survey, to feed into the monthly surveys or just for a chat with one of our friendly community brand ambassadors to discuss opportunities for bespoke research.
Follow on twitter at for a sneak peek at the latest stats.
Via: JCDecuax 
 

Exterion Media Offers Brands Deep Insight on Underground Users

Exterion Media, which runs all London Underground advertising, is launching a new insight tool which will tap into data on 25 million O2 customers, to generate actionable demographic and behavioural detail about Tube users.
Dubbed Abi – which is short for Audience Behavioural Insight – the tool draws on anonymous aggregated data, and is the first product borne from the partnership between Exterion and O2 owner Telefónica UK.
It claims to offer brands and advertisers the ability to better understand and target consumers.
Exterion head of data and technology Mick Ridley said: “The power of actionable data is now available to brands like never before. Understanding the actual, persistent – and not claimed – behaviours of groups of consumers over time with a tool like Abi allows for more effective decision-making.
“The level of insight to be gained from analysing behavioural data just does not exist in the highly modelled, static data that has up until now been applied to dynamic environments like the London Underground. We’re in a very transformative, but hugely exciting time in out-of-home.”
Ridley claimed that in addition to helping marketers to better use digital screens to target audiences with relevant and well-timed messages, the tool will also help planners to understand how to deliver to audiences in outer zone stations in a smart, context-relevant way.
Abi identifies the millions of journeys made on the Underground every day and overlays on these journeys location and behavioural data from the O2 customer base. The dashboard allows brands to plan campaigns around the crowd behaviours of aggregated groups from three core sources: mobile activity from devices within the network; anonymised CRM data from the O2 network, and behaviour collected via app usage and web browsing
The tool protects customers’ information and data by anonymising and aggregating all information – users only ever see crowds, and never the identification of an individual.
“It was important to us to create a flexible solution that allowed for the manipulation of data to not only deliver on clients’ needs, but demonstrate our effectiveness against other media channels,” Ridley added. “Diving into the tool, users can quickly see that it goes far beyond simple audience targeting and delivers real insights about behaviours and sites.”

Could click and Collect Save the High Street? By Russell Smither, Insight Director, Posterscope

Click and collect truly entered the mainstream in 2014 providing opportunities for retailers, customers and arguably OOH advertising.
Deloitte reported that click and collect had more than doubled in the UK between 2012 and 2014 with total revenues of £5.6bn and 140 million orders last year. And as we enter the Q4 Christmas period, when retail sales peak both online and in store, click and collect is even more significant. John Lewis is a great demonstration of this – in 2014 online shopping accounted for 36% of all John Lewis Christmas sales, but of this an astounding 56% of online shoppers collected their purchases in store.
Similarly, You Gov research amongst almost 2,500 consumers on 29th/30th December 2014 also found that 39% of consumers had used click and collect for Christmas shopping with 53% stating convenience as the driving factor. So clearly click and collect is a growing trend. The table below summarises the main benefits for both consumers and retailers driving its ever increasing popularity.

CONSUMERS RETAILERS
Collect at convenient time and place               e.g. In store or transport hubs like Doddle Home delivery at capacity
No delivery concerns Reduce delivery costs
Avoid shipping / delivery costs Drive in store footfall
Same day delivery Drive incremental spend
Face to face interaction in store Reignite physical store relationship
Easier Returns
Facilitates impulse / forgotten purchases in store

 
So you may ask why Posterscope believe click and collect provides such a great opportunity for OOH advertising?
CLICK AND COLLECTORS HAVE A STRONG AFFINITY WITH OOH
Firstly, the target audience benefitting most from click and collect are young, urban and mobile. Home delivery is not convenient for consumers with busy lives who by definition spend most of their time out of home. A 2014 report stated that almost half of 18-34 year olds experienced problems shopping online at Christmas 2014 largely due to missed or late delivery, which is double the figure for all adults. Click and collect is the ideal solution.
Posterscope’s own proprietary survey OCS (Out of Home consumer survey) which interviews over 5,500 consumers also identifies that consumers who use click & collect have a very strong relationship with OOH advertising. “Click & collectors” are 18% more likely than average to be heavy OOH consumers and 20% more likely to notice OOH adverts. They also have very positive attitudes towards Digital OOH, in particular relevant messaging such as a countdown clock to an event e.g. Christmas (Index 125), providing many tactical opportunities.
Click and collectors not only notice OOH advertising but respond to it. 4 in 10 have responded to an OOH advert in the last week (Index 136) with the most common actions being going online (28%, Index 167) and purchasing in store (11%, Index 142) – both linked to click and collect.
7 in 10 (72%) of click and collectors also search on their mobile devices when out of the home (Index 145) with over half (51%) researching products and services (Index 167).
OOH ADVERTISING DUAL ROLE IN CLICK AND COLLECT
Secondly, you could argue that OOH advertising has an important dual virtual and physical role regarding click and collect.
Virtually, OOH advertising’s initial role is to drive consumers online across multiple devices to research products and reserve them. But with the rise of click and collect, consumers are now making extra trips to physical stores to collect their reserved products. OOH advertising can therefore provide further inspiration and drive consumers onto their smartphones to research products, compare prices or find store locations during these extra trips to the high street or shopping malls. Deloitte research in 2014 demonstrated that 17% of all in store purchases are influenced by consumers using smartphones within the shopping journey and OOH advertising can therefore help drive this “Mobile Influence Factor.”
Physically, OOH advertising is well known for its use as a driver of store footfall, but as consumers are making extra trips to stores to collect their reserved purchases, OOH can again provide inspiration as a proximity medium acting as the last window of influence.
CLICK AND COLLECT – THE REDEEMER OF THE HIGH STREET
In fact, you could go as far as to say that click and collect could be the redeemer of the high street. Online has traditionally been a competitor to the high street, particularly at Christmas when gifting is prevalent. Yet click on collect counteracts that trend driving in store footfall and incremental spend. To put a figure on this, research from ebay and conlumino found that British shoppers make an average of 3 extra high street trips in the festive season in order to collect goods purchased online. On each individual trip, consumers spend an extra £27 on impulse, which equates to an additional £1.15bn spend nationally.
So Out of Home with its young, urban, mobile audience and dual virtual / physical retail role could be argued as the ideal medium to make the most of the growing click and collect trend which could define the retail landscape for many years to come.
Sources: IMRG UK Click and Collect Review 2015, IeBay / Conlumino Research, Telegraph, The Drum, Deloitte

The Real World November 2015

The Real World is Posterscope’s monthly Out-of-Home market update, containing latest industry news, key facts and figures and some really cool OOH campaigns.  The presentation can be accessed here

Neuroscience delivers further insight into the role of DOOH

Neuro-Insight used brain imaging to look at the subconscious impact of one medium on another, investigated the ability of premium, full motion media (television and premium digital out of home) to positively prime responses to linked messages encountered in other media (magazines and mobile devices). Heather Andrew, CEO of Neuro-Insight UK, discusses the research process and describes how working with Ocean uncovered something unusual.
Ocean believed that full motion digital out of home could play a role similar to that played by television, which has been shown to have a strong priming impact on other media. Like TV, DOOH delivers brightness, motion and colour, and like TV it delivers an intense experience that Ocean believed could serve to build, not just leverage, brand equity.
Research objective
We wanted to go further than previous research, to understand just how far the impact of DOOH in particular could extend; our hypothesis being that it could reach well beyond the OOH sector. We set out to discover whether prior exposure to DOOH advertising had an effect on responses when people were exposed to advertising from the same campaign in other media – i.e. did DOOH have a priming effect that extended beyond OOH and into the wider media landscape?
Methodology
Ocean chose neuroscience as the methodology for this project because, as proven by an earlier study, it’s the best way of delivering objective evidence about effects that people wouldn’t be consciously aware of. We carried out the research using the Steady State Topography (SST) methodology, which tracks electrical responses in the brain in real time as people are exposed to different stimuli. In this study we wanted to look at priming impacts, which require the brain to store information and then link new stimuli back to what’s been stored into memory, therefore memory encoding was the key measure that we focused on in our analysis.
A key feature of the study was that we wanted to focus on the priming impact of DOOH on other media; therefore we measured not brain response to the priming media, but responses to the media being primed.
Results
The results were unequivocal in showing strong priming impacts; but took us by surprise in that we found more than we expected. Firstly, we found that, regardless of creative, mere exposure to the priming medium had an impact. People who saw television first responded more strongly to magazine advertising (even when not linked to the campaign they had seen on TV) than people who’d been exposed to DOOH. More importantly for Ocean, people who’d seen digital DOOH first responded more strongly to advertising on mobile devices, even when not linked to the campaign they had seen on DOOH, than those who’d been exposed to television.
Why is this?
The results reflect what we call the congruence effect – the impact of environment and “brainstate” on responses. TV is immersive and involves a sedentary state in the home, just like magazine reading. DOOH involves a heightened response to communication seen out of home whilst on the go, just like mobile devices. The brain is very receptive to the power of context, and congruence plays a role in how we respond to things, just as we have seen in this study.
Unsurprisingly, for both priming media, the priming impact was even stronger when people were responding to creative executions from the same campaign that they had seen on TV or DOOH.
Learnings
The findings of the study have clear implications for maximising the impact of cross-media campaigns by harnessing the specific priming impact of DOOH. We know from previous work that iconic, large format advertising delivers heightened emotional response and strong memory encoding, and that this impact is heightened by full motion screens. We also knew, going into this study, that these large, iconic sites had a positive priming effect on other OOH advertising.
This new research takes the learnings further, to show that the priming impact of DOOH extends beyond the OOH world and into a wider media universe. There is a congruence between screen experiences out of home, and the combination of large and small screens, accessed on the go, is a particularly powerful one.
Via: Ocean Outdoor

The Real World February 2015

The Real World covers information about consumer behaviour and inspiring ways to use OOH, as well as recent industry news and the latest on the OOH marketplace.
Please click here to read it

Posterscope Media Digest January 2015

Media Digest is Posterscope’s bi-annual update of the latest research and insight relevant to the OOH industry.
This latest edition features a broad economic outlook and highlights from the Bellwether review which shows marketing budgets reached their third highest level in the survey’s history. It also includes a thoughtpiece on how Behavioural Economics can be applied to planning OOH, based around the key principles which emerged from the Behavioural Economics research and development commissioned by the IPA. In addition, it covers mobile insights looking at how research for Lenovo proves the value of optimising OOH campaigns using mData, insight tools Crimson Hexagon and IPA Touchpoint 6 as well as the latest research from our media owner partners.
 
To view click here

Real World December 2014

The Real World covers information about consumer behaviour and inspiring ways to use OOH, as well as recent industry news and the latest on the OOH marketplace.
Please click here to read it.

Real World November 2014

The Real World covers information about consumer behaviour and inspiring ways to use OOH, as well as recent industry news and the latest on the OOH marketplace.
Please click here to read it.