Posts

Research confirms the positive effect of Piccadilly Lights on brand image

By Miriam Buireu, Account Director, PSI
Piccadilly Circus has a long & rich history as an iconic landmark for London and the UK. So when Ocean and Land Securities’ announced exciting plans for the new Piccadilly Lights, creating a unique and prestigious new platform for brands to reach global consumers in the UK’s capital, it represented far more than just an upgrade of an OOH advertising location.
We wanted to understand what Piccadilly Circus really means to people, how they perceive the brands that advertise there, and how the planned improvement might effect this.
PSI have carried out a piece of research to understand how consumers currently view Piccadilly Circus and Piccadilly Lights, how brands currently advertising on Piccadilly Lights are perceived and most importantly to understand the benefits of the proposed improvements to the site.
Methodology
Earlier this year, we spoke to 300 people about Piccadilly in face-to-face interviews. A third of them were International tourists, and all had visited the area at least twice in the last week.
This is what we learned:
Famous, busy and iconic

  • Current attitudes towards Piccadilly Circus as an area are positive with consumers agreeing that the area is seen as a famous, busy and iconic (99%, 91% and 85% respectively)
  • The Piccadilly Lights clearly dominate the area – 100% of our UK respondents notice the large illuminated screens on their visits to the area.
  • The first things consumers think about when asked about the Piccadilly Lights relate to its size, prominence, and colourful display. It is also described as a vibrant, entertaining and modern landmark. (94% of responses had positive connotations)
  • The Piccadilly Lights as they currently stand are well-loved – the majority of people agree that they have a relevant place in a global city like London (95%); that they are iconic (92%), and grab attention (92%) from passers-by

Powerful advertising

  • Consumers overwhelmingly recalled the Piccadilly Lights over all other forms of advertising in the area – 8 out of 10 responded spontaneously named the Piccadilly Lights
  • Brands advertising on the screen enjoy a wealth of benefits –2/3 of those respondents who said they notice advertisers on Piccadilly Lights agree that they are global, modern and innovative brands.
  • Brands who advertise on the Piccadilly Lights have a universal appeal – 86% of consumers view them as “global brands”
  • 95% of consumers think that the site “is the kind of advertising I’d expect to see in a global city like London… it is the kind of site you see big brands advertised on”

A glimpse of the future….

  • Consumer sentiment is very positive, enthusiastic and receptive to these changes. Overall, 83% of consumers feel that the proposed changes to the site will make for more memorable advertising
  • 90% think that the introduction of the rotational basis of advertisements will afford brands more noticeability
  • 93% think that the opportunity for one brand to dominate the screen will afford brands more impactful messaging.
  • Overall 86% consumers agree that modernising the screen will modernise the entire area and a further 77% agree that the improvements to the site will not impact the heritage of Piccadilly Lights 86% agree they will take more notice of brands advertising on the new Piccadilly screen.

These remarkably positive attitudes about Piccadilly and the planned changes demonstrate the vast opportunity for global brands. In Piccadilly, advertisers can genuinely connect with on-the-go audiences and create advertising which is more powerful because of the context in which it is seen. We’re excited about what the future holds for brand advertising at Piccadilly.
Via: Ocean Outdoor
 

Exterion Media awarded Best Research Initiative at MRG Awards 2016

Exterion Media has won Best Research Initiative at the prestigious 2016 MRG (Media Research Group) Awards! The Exterion Media Research Team were also Highly Commended at this year’s ceremony for Best Research Team.
Research Manager, Nicola Barrett, presented their ground-breaking new study, The Engagement Zone, at the MRG conference in Warsaw, which beat tough competition from ITV, Facebook and Kinetic for Best Research Initiative. This was a one-of-a-kind study on London Underground using a combination of eye-tracking and skin conductance response data, in-depth interviews and surveys through Exterion Media’s 11,000-strong consumer panel work.shop.play.. The study revealed invaluable insight about the London Underground audience and their response to Out-of-Home advertising.
The MRG Awards specifically celebrates the achievements of the media research industry – recognising the very brightest and most creative talent.
 
– See more at: http://www.exterionmedia.com/uk/who-we-are/news/exterion-media-wins-best-research-initiative-and-highly-commended-for-best-research-team/#sthash.QJxQAQVo.dpuf

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

Outperform Phase 2 examines smartphone brand action during Black Friday period

Pioneering Study Reveals Out of Home Drives Significant Uplift in Smartphone Brand Action During The Black Friday Period
In April 2016, Outsmart, the trade body for the Out of Home (OOH) industry, released a pioneering study called OutPerform. By joining forces with leading market researchers, Ipsos and OOH industry measurement body, Route, Outsmart explored 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 and more importantly, revealed that OOH activity drives +17% uplift in smartphone brand actions.
In the original study, the Black Friday period was excluded because it is an atypical event however, having now compared the Black Friday data with the overall fieldwork data, we can see that the uplift in smartphone brand actions increases even further to +36% during Black Friday week versus participants unexposed to OOH.
The categories that contributed substantially to the +36% Black Friday uplift were Retail, Technology, Finance and Entertainment.
Consumer behaviour during the Black Friday week also changed significantly with OOH driving +23% more web visits and +9% more searches compared to a control week. Furthermore, it saw +33% increase in searches or web visits that reference the brand or campaign tagline among participants exposed to compared to participants unexposed to OOH.
Tim Lumb, Insight and Effectiveness Director, Outsmart, commented “In an age of snapping, searching, sharing and shopping, OutPerform proves that OOH converts brand advertising into brand behaviour and highlights that OOH and smartphones, now more than ever, are a very powerful combination for brands to make connections with people.”
Find out more wwww.outsmart.org.uk

Free OOH exhibition reveals world changing research

Made Possible by Melbourne…
The University of Melbourne drives research that is changing our world. They are celebrating this throughout November with their ‘Made Possible by Melbourne’ activity.
Fourteen OOH sites in the City of Melbourne are hosting installations that explore some of their best research projects, alongside audio explaining  the inspiration behind these incredible stories.  Passersby can see these inventions and innovations up close, from robot arms to a brand of super rice and discover how, for example, they are making the city of the future, growing organs outside the human body and working to eliminate blindness.
The 21st Century’s most pressing problems require collaboration and ingenuity. ‘Made Possible by Melbourne’ makes these stories come alive and explains how researchers and academics are working together to improve lives.
Explore ‘Made Possible by Melbourne’ and discover how Melbourne is changing the world.
made-possible
made-possible-2
 
 
 
 
 
 
 
[youtube width=”300px” height=”200px”]3Hesj40LawA[/youtube]
 
Via: The University of Melbourne
 
 
 

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”.
Conclusions:
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

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
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.
Digital-Dynamic-Difference
 
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 Launch SmartCONTENT

JCDecaux, the number one outdoor company in the UK, today launches its proprietary content management system (CMS) for digital out-of-home, SmartCONTENT.
JCDecaux’s global digital creative hub Dynamic, which launched in January 2016, focuses on what goes in the screen making it easy for brands to make dynamic, contextual ads.
The global hub has developed its CMS SmartCONTENT providing a managed or self-service platform to serve the right creative, at the right time to the right place. The platform targets by weather, time and location as well as custom data feeds and provides a social media moderation tool. The new system complements JCDecaux’s media planning and buying platform SmartBRICS which allows audience targeting, optimisation and planning of outdoor campaigns.
JCDecaux today kicks off its month-long campaign, which is being delivered using SmartCONTENT, bringing localised weather forecasts and relevant Shakespearean quotes to digital screens across the UK to honour the 400th anniversary of William Shakespeare’s death.
If it’s gloomy in Glasgow, audiences may be treated to: “For the rain it raineth every day” from ‘The Taming of the Shrew’, while sun in Southampton could trigger, “When the sun shines let foolish gnats make sport” from ‘The Comedy of Errors’. The quotes will be served according to the weather and each creative will display the localised three-day forecast and temperature.
Digital out-of-home now reaches half of the UK population and delivers almost one billion impressions across a two-week period. JCDecaux is the market leader delivering 42% of the audience and reaching 37% of all UK adults. These figures are set to increase due to JCDecaux’s digital bus shelter roll-out aiming to install 1,000 new digital screens by the end of 2016.
Alex Matthews, MD at JCDecaux Dynamic said: “A fraction of all digital campaigns have a dynamic element. At JCDecaux, we strongly believe in dynamic by default for digital campaigns which is the driver behind launching SmartCONTENT. The new global platform makes the process of serving creative based on real-time data for brands much easier and is a huge step forward in delivering contextually relevant ads in out-of-home.”
Via: JCDecaux 

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