w e l c o m e b a c k o o h · confidence to advertisers booking into these months. talon has...
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W E L C O M E B A C K O O H
OOH is uniquely placed to be the key channel for brands
to reconnect with the public as we surface into a post Covid-19 world.
The lifting of restrictions will be a momentous social
and cultural awakening as people emerge from enforced isolation and break free from laptops, mobiles and TV.
AN OPPORTUNITY FOR A WIDE RANGE OF BRANDS
TARGETING A NUMBER OF OCCASIONS
TALON’S 5-POINT STRATEGY FOR EFFECTIVE RECOVERY IN OOH POST COVID-19
Understanding Consumer Sentiment
Reading the Global Signals
Expert Investment Management
Using Creativity and Innovation in Recovery
Accessing Unique Audience Insight
Our five-part strategy covers off effective use of OOH during the crisis through to the crucial phase as we begin to emerge from lockdown
1.
2.
3.
4.
5.
1. UNDERSTANDING CONSUMER SENTIMENT
THEMES
Consumer mindset resetting around the importance of community;
40% immediately feeling much closer to community.
Brand response: 75% of people feel how companies act now will impact their perceptions of brands in the future; 50% of us say they’d
trust brands less if brands ignore what’s happening.
Over 7 in 10 UK consumers (and this is still growing weekly) say they
are happy for companies to advertise if they do it sensitively. As the
IPA has put it in its own recent comms, “when others go quiet, your
voice gets louder”.
People are also saying they prefer environmentally-friendly and
organic products (41%) and that fresh products are more important
to them than ever before (35%). This reinforces a key mindset around
local community.
Sources: GWI, OMD, OnDevice, Kantar, YouGov
WHAT’S NEXT?
Spending time with your family/social group is the biggest
behaviour change people expect when things return to
normality.
Other behaviours most missed and most likely to take off
include shopping, leisure activities, UK holidays, personal
treats and simply going out; designated at the expense of
watching TV and spending more time on social media.
Source: OnDevice research, end April
CHANGES IN CONSUMER SENTIMENT
We have seen a trend in consumers endorsing a
sense of community
There have been significant shifts in recognising advertising opportunities for FMCG, retail,
banking and broadcasting:
OOH A KEY SUPPORT CHANNEL TO TV
As advertisers return throughout 2020, OOH can
support TV campaigns in reaching media planning,
audience and effectiveness targets, notably around...
• Young audiences
• Declining viewing / impacts
• Continued growth of Streaming and a shortfall in
new programming
• Digital OOH impacts uplift from new Route
• Evidence using Ada, Talon Benchmarks, Ada and
role of OOH driving awareness, consideration and
purchasing
LOCKDOWN IMPACT ON TV AUDIENCES
Even in Smart TV households, linear
viewing is underperforming
2. GLOBAL RESPONSE
Looking at what can be learnt from China and other
markets ahead of us will be key to effective business
planning.
In China we have seen a positive consumer mindset and
spending coming out of lockdown.
Source: SMMT UK automotive trade report
are planning to spend more time OOH as soon
as possible
are optimistic about the future
are looking forward to travel again when
possible
80%
93%
45%https://talonoutdoor.com/news/covid-19-and-the-return-of-the-luxury-market
STRONG BRANDS RECOVERED 9X FASTER FOLLOWING THE FINANCIAL CRISIS OF 2008/9
3. ACCESSING UNIQUE AUDIENCE INSIGHT
Ada platform provides valuable insights that help our clients and partners
to better understand audience movements and behaviours during this
time. Providing a holistic view of the UK across all OOH formats and key
environments, we are sharing these insights to support the wider industry.
Source: https://talonoutdoor.com/ada
Unique audience insight into real travel behaviours
going into, during and coming out of Lockdown
SEASONALITY HAS AN IMPACT ON OOH AUDIENCES
0
20
40
60
80
100
120
140
160
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
Ind
ex
+12%
Summer
Source; Ada
4. EXPERT INVESTMENT MANAGEMENT
At Talon, we are focusing our
investment strategy across the following
areas to maximise the effectiveness of
OOH for clients during this time.
Inventory ManagementOccupancy across H2 and Q3, in particular, has increased earlier than expected lead times due to various deferments from Q2. Talon is, therefore, working closely with media owners to manage availability and are providing clients with an overview of occupancy much further in advance.
FlexibilityTalon has negotiated flexible cancellation terms across June, July and August providing confidence to advertisers booking into these months. Talon has negotiated with the top 4 media owners to adjust OOH pricing using audience tracking data from Ada across campaigns running up until the end of August. Talon will apply the audience variation from Ada post-campaign and any shortfall in value will be logged for use on future campaigns.
Campaign CurationTalon is utilising the Ada data to build packages that reach audiences still prevalent at this time, particularly focused on those essential travel moments.
THE EXPANDING REACH AND INFLUENCE OF DIGITAL OOH
Source; Route 2019, Talon/Benchmarketing, JCD/Clear Channel
UK DOOH Reach
every 2 weeks
Weekly
DOOH reach,
outstripping
commercial
radio + ITV
82%
11,024 Screens across the
UK
Optimum DOOH
spend57%
ROAD TO RECOVERY PACKS
• To help businesses with Branding - reaching
audiences in a trusted environment
• Encouraging signs for brands that contextual
advertising can drive the right positioning and
outcome for brands
• Talon has ready-made DOOH packages for brands
seeking exposure, from smaller investment levels
upwards to target lapsed and dormant spenders
including:
• Roadside Reach driver pack
• Revenge spend pack
• Staycation pack
• Back to School pack
• Return to Drinking pack
• Return of sport pack
PHASE ONE PACKS
PHASE TWO PACKS
ROADSIDE REACH DRIVER / WELCOME BACK PACK
1750 x D6s @ National
Any 2 weeks in April or May
Gross Cost - £225,000
35% discount vs market rate
Roadside D48s National
80 panels x 2 days
Gross cost - £17,500
28% discount vs market rate
Roadside D48s National
55 panels x 5 days
Gross cost - £25,000
27% discount vs market rate
Roadside D48s National
120 panels x 7 days
Gross cost - £67,500
27% discount vs market rate
REVENGE SPEND PACK
Targeting shoppers within the mall environment who are able to visit a
physical shop rather than primarily using online.
N.B. Standard SOV
Source: Route 33.2
Mall D6s
1 Day 1 Weekend 1 Week 2 Weeks
£25,000 £50,000 £75,000 £100,000
Number of Panels 391 250 293 250
All Adult Impacts 2,548,000 2,613,000 11,396,000 19,036,000
Cover & Frequency 1 @ 5 1.2 @ 4 4.2 @ 5 6 @ 6
STAYCATION PACK
Targeting those heading to ‘staycation’ destinations across the UK. These packs focuses on key arterial routes and Motorway Services.
N.B. Standard SOV
Source: Route 33.2
Roadside
Large Format Digital
1 Day 2 Days 1 Week 2 Weeks
£25,000 £50,000 £75,000 £100,000
Number of Panels 22 29 17 14
All Adult Impacts 490,000 1,362,000 2,523,000 4,099,000
Cover & Frequency 0.4 @ 3 0.9 @ 3 1.8 @ 3 2.8 @ 3
Motorway Services
Large Format Digital 1 Weekend Friday-Monday
(1 Week) Friday-Monday
(2 Weeks)
£8,437 £14,175 £28,151
Number of Panels 50 50 50
All Adult Impacts 390,000 799,000 1,597,000
Cover & Frequency 0.2 @ 5 0.3 @ 5 0.6 @ 5
SCHOOL RUN PACKS/BACK TO SCHOOL
Aiming to target those as they prepare for children to go back to school or on the school run.
N.B. Standard SOV
Source: Route 33.2
Digital 48s
1 Day 2 Days 1 Week 2 Weeks
£25,000 £50,000 £75,000 £100,000
Number of Panels 184 235 138 118
All Adult Impacts 2,188,000 5,831,000 11,371,000 19,859,000
Cover & Frequency 1.6 @ 3 3.7 @ 3 6.9 @ 3 10.3 @ 4
RETURN TO DRINKING HUBS
Targeting consumers as they return to well-loved drinking hubs.
N.B. Standard SOV
Source: Route 33.2
1 Day 1 Weekend 1 Week 2 Weeks
Roadside D6s £25,000 £50,000 £75,000 £100,000
Number of Panels 1,200 1,200 1,200 1,000
All Adult Impacts 1,159,000 2,062,000 8,941,000 15,325,000
Cover & Frequency 1.4 @ 2 2.3 @ 2 10 @ 2 14.1 @ 2
Socialite Screens £3,200 £10,000 £12,800 £20,000
Number of Panels 400 400 400 400
All Adult Impacts 133,314 266,628 933,200 1,866,400
RETURN OF SPORT PACK
Building around the buzz of a return to sport.
N.B. Roadside D6s = Half Standard SOV
Source: Route 33.2 / Media Owner
1 Day 1 Weekend 1 Week 2 Weeks
Roadside D6s £25,000 £50,000 £75,000 £100,000
Number of Panels 1,200 1,200 1,200 1,000
All Adult Impacts 1,159,000 2,062,000 8,941,000 15,325,000
Cover & Frequency 1.4 @ 2 2.3 @ 2 10 @ 2 14.1 @ 2
Socialite Screens £3,200 £10,000 £12,800 £20,000
Number of Panels 400 400 400 400
All Adult Impacts 133,314 266,628 933,200 1,866,400
5. USING CREATIVITY AND INNOVATION IN RECOVERY
BOLD CREATIVE ….
AND CREATIVE SOLUTIONS
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