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OOH is a New Point-of-Sale for Online Retail Brands

Second screen purchasing is gaining serious traction. As social media rolls out user friendly shopping tools such as Facebook’s Buy Button and Twitter’s Product Card, consumers have never had it easier when it comes to mobile shopping.
According to the Centre For Retail Research, online retail sales made via mobile devices will grow by 62% this year, to a total of £7.92 billion. This is equivalent to 17.6% of UK online retail sales. Sales using tablets will grow by 100%, to £3.10bn, while smartphone retailing is expected to grow by 44.3% to £4.82. Smartphones will provide 60.8% of UK mobile shopping.
Mobile shopping is serious business and out-of-home is primed to become the key medium to deliver second screen sales. The likes of traincards, billboards and bus shelters, combined with changing consumer behaviour and growing wifi and 4G connectivity, are swiftly becoming an effective point-of-sale medium for online-only retailers and ‘clicks and mortar’ companies to drive search and purchase from their screen-based ‘shop windows’.
KBH On-Train Media conducted research into the mobile behaviour of its 6.3 million monthly travellers. The Dipsticks study revealed 92% of travellers use a smartphone while on the train while 40% of rail users have bought a product or service via a connected device while travelling, compared to just 10% in 2013 (Dipsticks 2014, 2013). This compares favourably to the likes of TV advertising, which is often hailed as the industry’s most effective medium for prompting action, but actually only 30% of viewers are using second screens for programme-related purchases (Arris 2014).
The 50 minute average journey time of train users means that 45% of those who have found out more about products and services advertised on traincards have done so while still on the train. And now it’s easier than ever to purchase. Facebook’s Buy Button keeps the user on the social media platform, so it’s ideal for brands and retailers who may have poor website optimisation. Using the tool means consumers will not even need to open a new browsing window. You don’t even need to have a credit or debit card to hand – once a consumer has entered bank details once, they won’t be asked to do it again.
Twitter’s current shopping formats, the Product Card and Amazon Basket, both require the user to leave the platform to complete the transaction but it won’t be long before you can shop on Twitter without leaving the timeline. Twitter is trialling its own Buy Button in the US, via hand-picked musicians, such as Eminem and Pharrell, and brands Burberry and Home Depot.
Brands and advertisers should take full advantage of this change in consumer behaviour. By combining smart OOH advertising with online retail, there is a real opportunity to use the on-train space to influence what they search for, look and buy.
Via: The Wall Blog

OOH Follows TV as 'Most Trustworthy' Medium

Consumers rate out-of-home as the next most trustworthy medium to TV, according to a new study.
The research, carried out by Future Foundation for FEPE International, revealed that 28% of consumers find television advertising ‘most trustworthy’, followed by 24% for OOH and 22% for press. Conversely, just 3% find online advertising the most trustworthy medium.
When asked which types of advertising are the most memorable, 46% of the 1,000 respondents from the UK, Germany, Spain, Turkey, Brazil and South Africa, voted for TV, 34% OOH and 7% press. Similarly, online scored a low 4%.
The research also revealed that half of urban consumers agree with the statement, ‘I like it when I see advertisements for products I already own,’ increasing to 54% for those aged 18-34.
The ‘post-purchase reassurance’ effect was particularly marked in technology products, which the report says highlights that OOH is a “trusted ad medium.”
Commenting on the research, FEPE International’s executive director, John Ellery, said: “We’re all aware of the power of TV and the growth of online advertising. But this major research study shows that out-of-home is a major force in the digital age as it is so highly valued by consumers.
“The growth of digital outdoor and NFC technology that allows consumers to interact with digital posters will only accelerate this trend.”
Via: Media Tel

Real World September 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.

The Media Landscape June 2014: Global Adspend Forecast

The mid-year adspend forecasts from ZenithOptimedia and GroupM indicate a positive outlook on the global advertising market from this year to 2016.
ZenithOptimedia predicts adspend in the next couple of years to grow in line with increasing GDP levels globally at around 5.7%. The company believes adspend growth could be higher were it not for the ongoing conflict in Ukraine and subsequent economic sanctions imposed on Russia.
GroupM’s forecast for global adspend is slightly lower in comparison, staying close to the 5% level for the next two years.
Key Points

  • Both forecasters expect Outdoor to grow in line with Global Media to 2015
  • Latin America enjoys highest adspend growth forecast due to 2014 World Cup & 2016 Olympics
  • North America predicted to lead ad expenditure growth among mature markets; Low but positive adspend increase in Northern & Central Europe
  • Top 3 advertising markets in 2016 forecast to be USA, China and Japan

For the full report please click here.
Via: JCDecaux One World

Cannes Effectiveness Awards 2014- OOH in 92% of Shortlisted Entries

Warc has once again produced a helpful analysis of the Cannes Effectiveness Awards. In the 2014 awards, Outdoor was even more prominent than in 2013.
Outdoor was used in 92% of shortlisted entries, second only to social media (100%) and ahead of VOD (67%) and TV and newspapers (both 58%)
WARC states that “Traditional channels were key to shortlisted campaigns, in particular outdoor (used by 92%), amplified by owned and earned social media. Only 58% of the shortlist used television, compared to 83% in 2013. Outdoor seems to be increasingly a strategic choice for lower budget campaigns and may be a way to quickly achieve mass coverage in markets where television audiences have become fragmented.”
Click here for the full presentation.
Via: Outdoor Media Centre

Digital OOH Adspend to Rise 11%

Global digital out-of-home (DOOH) advertising revenues are expected to increase to 11.3% in 2014, buoyed by an improved global economic outlook and increased adspend in certain categories, a new report has forecast.
According to research firm PQ Media, this will be an improvement on last year and it expects strong growth in the US this year on the back of increased adspend on healthcare and political campaigns.
Global DOOH ad revenues increased 9.3% to $8.9bn in 2013, the report found, with Asia-Pacific accounting for $3.83bn and the US, the world’s largest national market, for $2.37bn. China followed with revenues of $1.87bn.
US DOOH media revenues increased 8.7% in 2013 and were boosted by spending on healthcare, especially related to the Affordable Care Act.
Asia-Pacific performed well because of a strong rebound in Japan and “surging growth” of 23.6% in Australia, PQ Media said, which also noted that Brazil recorded the highest worldwide growth of 41.9% because of digital investment ahead of its hosting of the FIFA World Cup.
Although last year’s worldwide revenue growth of 9.3% was lower than in previous years, the report suggested that consumers are becoming more open to DOOH.
Consumer exposure to DOOH media grew 7.2% to an average of 14 minutes per week in 2013 and it is expected to grow by a further 9.5% in 2014.
PQ Media said consumer exposure will be driven by higher engagement with DOOH media deployed for the World Cup and the Winter Olympics in Sochi, Russia, but also by expansion of existing DOOH media on traffic-related sites in large cities.
“Global digital out-of-home media revenues are on pace for accelerated 11% growth in 2014 following three consecutive years of slowing expansion,” the report said.
“A dynamic combination of sporting mega-events, increased adspend on healthcare and transit video nets, and a streaking DOOH sector in Australia are expected to fuel the industry’s best performance since 2010.”
Via: Warc

JCDecaux Unveils 'Connected'

JCDecaux has unveiled ‘Connected’, a new community of three audience panels that delivers unique insights across JCDecaux’s rail, roadside and retail portfolios. ‘Connected’ is a targeted insight tool for brands and agencies to find out more about hard-to-reach audiences to help deliver high-impact campaigns.
Building upon the success of the ‘Connected Commuter’ rail community, JCDecaux has re-launched ‘Connected Commuter Rail’ and has unveiled ‘Connected Commuter Road’ and ‘Connected Consumer’. Questions can be posed, based on any category or current trending topic, to the whole ‘Connected’ community or to each panel separately. ‘Connected’ also allows brands to tailor or adopt an advertising campaign to a specific audience through dynamic content on JCDecaux’s digital screens, with results delivered within hours.
Via: JCDecaux

IPA Bellwether

Marketing budgets have increased for the seventh consecutive quarter, according to the Q2 2014 IPA Bellwether Report.
A total 15.2 per cent of companies registered an increase in their marketing budgets during Q2, while the end-of-year financial results for 2013 to 2014 revealed that 20 per cent of companies had increased their budgets, resulting in the IPA deeming it “the longest period of continuous growth in the survey’s 14-year history”.
As the economy itself is set to expand, the Bellwether report predicts a real-term increase in ad spend of 6.1 per cent for the year as a whole.
Chris Williamson, chief economist at Markit and author of the Bellwether Report, said: “Marketing spend is surging higher as companies remain upbeat about the future. The extent to which business confidence has shown continual improvements over the past year is remarkable, generating a major inflow of investment in marketing.
“Companies reported that spending on marketing and advertising activities showed the strongest rise for a decade last year. This year’s budgeted spend, which was already set higher than last year, has been revised up again in the second quarter, setting the scene for a bumper year.
“The survey also adds to a growing body of data which points to the UK economy sustaining strong growth as we move into the second half of the year.”
Internet marketing saw big increases in investment, with budgets up 14.7 per cent, while search budgets also surged a further 12.9 per cent. However, market research budgets dropped 2.4 per cent.
Bellwether further predicts a slower increase in ad spend of 3.8 per cent in 2015.
Full IPA Bellwether report
Via: The Drum

Work.Shop.Play Research Reveals Brazil 2014 to be the First Digital World Cup

As the World Cup in Brazil rapidly approaches, research by work.shop.play., the online urban community, reveals that this year’s event is set to be truly digital. A massive 85% of consumers will be following the tournament online in some form with 41% specifically using social media sites. Mobile also plays a part as more than half of people surveyed (53%) said they will be using their phone to keep informed and 40% will be using their tablet.
Television will still play a big part in how football fans follow the games, however the internet has overtaken TV for how people will keep track of live scores. More than two thirds of people (67%) will use the internet for score updates compared to just 38% who plan to use TV. Mobile and social will also play a role with 42% using their mobile and almost a quarter (24%) using the likes of Facebook and Twitter to get their score updates…
Brits won’t just be relying on the web for score updates. Almost one in five people (18%) will be using the internet to watch full games while more than a third (34%) will go online to catch up on highlights from the tournament. Following the games online is especially important to the UK’s younger generation – a quarter plan to watch full games online and 22% will watch them on their iPad. Almost half (47%) will log on to view highlights via the web..
Simon Harrington, Marketing Director, Exterion Media commented, “All eyes will be on Brazil this summer, but it’s interesting to see how different our approach will be to following the games compared to 2010. For the first time, internet and mobile are going to play key roles in how we digest news and follow coverage of the games. Crucially, for the Out of Home sector, consumers will be looking to follow the news while on the move. Almost a quarter (25%) say that they plan to follow the competition while on public transport, a statistic which increases to 38% in the 16-34 age group. We expect consumers, and Londoners especially, to make the most of free Wi-Fi on the London Underground to stay connected and share in the excitement the World Cup brings.”.
Via: Exterion Media

People 33% More Alert Out of Home

People out of home have a 33% heightened alertness compared with people in home, new research from the Outdoor Media Centre (OMC) has revealed.
Conducted by COG Research and Dr Amanda Ellison, doctor of psychology at Durham University, the study analysed 140 continuous hours of monitored skin conductance readings by 20 subjects who also wore eye tracking glasses throughout their day.
Matching the skin conductance highs and lows to actions and places in their daily lives, the research determined that people are significantly more alert outside of the home than in.
“This ground breaking research puts numbers to what we all sense, namely that we move around out of home in a sharper and more focused frame of mind,” said Mike Baker, CEO of the OMC.
“That has a real benefit to advertisers, who can use [the research] to target consumers at different points in their day. Contextual planning is a real benefit of the outdoor medium, and now we know that our audience is one third more attentive.”
COG Research also teamed up with OnDevice Research for another study to measure people’s mood, analysing 3,563 individuals via their mobiles at different times of day and in different places.
The results found that a consistently higher percentage of those out of home claimed to be feeling “energetic and active”, and took action at a higher rate for outdoor ads compared to other media. 23% searched for more information on a mobile device after seeing a recent outdoor ad, compared to 16% for other media
To view the full presentation and videos, click here.
Via: MediaTel and Outdoor Media Centre