location / context in ooh - talon outdoor · google 1.0 google 2.0 context seen as most relevant...
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FOR A LANDSCAPE OF POSSIBILITIES
THE USE OF CONTEXT IN OOH
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LOCATION & CONTEXT IN OOH
OOH is increasingly utilising the flexibility of digital OOH, location and
context in campaigns which get more bespoke messaging to the
consumer in different mind-sets, locations, environments and times of day
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Alignment of Mindset,
Moment, Medium and
Message
CONTEXTUAL RELEVANCE
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TemporalTime of Day Day of Week
Event/OccasionTopicality
LocationalUrban/RuralLeisure/Work
Mall/l High Street/GymRetailers/Proximity
EnvironmentalWeather
Traffic PollutionCrowded /UnlitClaustrophobic
ModalActive/Passive
Rushed/BrowsingPurposedRelaxed
Socio –BehaviouralAlone
AccompaniedPeers vs Couples
Connected
Technological“Apping”Searching
BuyingSharing
ContextEnvironments
BehavioursFormats
CONTEXTUAL RELEVANCE – SOME OF THE MANY OPPORTUNITIES
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Creative use of OOH created a 70% increase in search
Apr 2011Mar 2011Feb 2011
0
20
40
60
80
100
Outdoor
Campaign
+70%
Source: MGOMD, JCDecaux, OMC conference 2013
LOCATION – GOOGLE VOICE SEARCH
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LOCATION AND CONTENT OPPORTUNITIES CAN TAP INTO DIFFERENT
MINDSETS, ENVIRONMENTS, TIMES OF DAY AND DAY OF WEEK
Strong use of creative content to reach audiences in situ
Time Out content drove 45% increase in website traffic
Source: Time Out
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TARGETING THE MORNING AND EVENING COMMUTES
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CONTEXTUAL POINT OF SALE
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INCREMENTAL SALES UPLIFT FROM OOH, DIGITAL OOH AND STORE PROXIMITY
19
15
20 20
28
32
18
0
5
10
15
20
25
30
35
Sales +% uplift
+19% +24%
Source: JCDecaux, Tesco, DunnHumby 2014/5.
22 case studies, 62% contained motion; 77%
optimised to category sales by time of day
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DEEPER ANALYSIS OF LOCATION AND CONTEXT TALON CAMPAIGNS
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GOOGLE OUTSIDE
In Nov 2013, Google brought the magic of Search to DOOH in London for the first time
Thousands of pieces of unique, real-time and location-based data were used
Regular DOOH screens became smart, context-aware & able to anticipate audiences’ needs
Launched in Sep 2014, the campaign was bigger with more screens and copy
Each day, 2,300 unique stories, 700 MB data, 1,000,000 spots were delivered across 1,240 digital screens
More and better stories; more contextual, more relevant
Google Outside 1.0
Google Outside 2.0
Source: Talon, Grand Visual, Google, MGOMD
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GOOGLE OUTSIDE - THE OOH CONTENT IS VERY MUCH SEEN AS
CONTEXTUALLY RELEVANT
81
87
90
84
84
77
77
90
89
93
0 20 40 60 80 100
Activity
Time of Day
Wider context
Unique
time/place
Location
Google 1.0 Google 2.0
Context seen as most relevant component of
the campaign. Location more important focus to Google Outside 1.0, with broader contextual
copy implemented for Google Outside 2.0
Contextual and Locational
messaging emphasises smart
thinking and drives action.
• Over half felt more positive about Google as a brand
• Perception of Google as innovative +11%
• 1 in 5 downloaded the Google Search App
Location and context factors makes me think Google is smarter (60%)
Mobile search is influenced by the Activity we’re engaged in (60%) and the Context (52%)
Source: Talon, Google, MGOMD
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GOOGLE OLD STREET: CONTEXTUAL/DYNAMIC COPY RESONATES MORE
STRONGLY AMONGST OLD STREET RESPONDENTSC
on
textu
al
No
n-c
on
textu
al
Google Trends
63%Google Maps
78%Google Doodles
58%
Android
56%
Google Earth
70%
Source: Talon, Google, OMD, JCDecaux
* Like the creative
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GOOGLE OLD STREET: CONTEXTUAL COPY INCREASES AD RELEVANCE
Non-contextual copy Contextual copy
Source: Talon, Google, OMD, JCDecaux
0%
50%
100%
ACTIVITY TIME OF DAY LOCATION
Relevance increased by +24% when
contextual copy used
Non-contextual copy Contextual copy dip 2
Contextual copy dip 3 Contextual copy dip 4
Contextual copy increased:
• Personal ad relevance by +22%
• Uniqueness to Old Street location by +32%
• Key brand metrics by +7%
• Positivity towards Google by +7%
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GOOGLE OLD STREET: ALL CONTEXT IMPROVES EFFECTIVENESS BUT
MAKING OOH RELEVANT TO OUR ACTIVITY HAS THE STRONGEST EFFECT
Source: Talon, Google, OMD, JCDecaux
OOH
relevant to
time of
day
Increases
brand
metrics by
+8%
e.g.
Weather
forecasts
OOH
relevant to
location
Increases
brand
metrics by
+9%
e.g.
“Hello
London”
OOH
relevant to
our activity
Increases
brand
metrics by
+12%
e.g.
Information
on where to
get your
morning
coffee
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DYNAMIC GOOGLE TRENDS & DOODLES DROVE THE MOST POSITIVE
RESPONSE
Google Doodles
+8% overall increase in key metrics
Awareness +43%
Recall +16%
Brand perception +11%
Google Trends
+10% overall increase in key
metrics
Awareness +24%
Recall +13%
Brand positivity +9%
Source: Talon, Google, OMD, JCDecaux – data for
other metrics not shown
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YOUTUBE OLD STREET – STRONG LINK BETWEEN THE LOCATION & THE
ADVERTISING
88% of respondents said that the
Old Street area is appropriate for YouTube to advertise in
81% of respondents thought the
YouTube advertising was relevant to
its location
50% of respondents thought the
YouTube advertising was unique to
its location
Source: Talon, Google, MGOMD, JCDecaux
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57%
67%
80%
0% 20% 40% 60% 80% 100%
"Will increase my
YouTube activity"
"Caused me to think
YouTube was smart"
"Caused it to catch
my eye"
The location of the YouTube
advertising…
Locational messaging promotes attention to advertising, smart
brand perception and call to
action
YOUTUBE OLD STREET – LOCATION DRIVING AWARENESS, PERCEPTION &
CALL TO ACTION
Location factors also helped
drive positive shifts between pre
and post
Metric Pre-Post shift
Brand awareness +9%
Ad awareness +24%
Perception of YouTube as
competitor to TV+14%
More likely to visit YouTube 44%
Source: Talon, Google, MGOMD, JCDecaux
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MCDONALD’S - CONTEXTUAL OOH: MONOPOLY GOLDEN CHANCES
– Strong visibility and effect of whole OOH
campaign
– A fifth of target audience saw the digital
OOH; correlation with digital OOH locations
and then playing the promotion
– People who saw the DOOH were more
positive towards the promotion and likely to
engage
– This group were also more likely to visit store,
more likely to play, more likely to play more
often
– Strong impressions of the contextual nature
of the ads and to take action
– Digital OOH effect vs static against key
metrics of Visit, Play, Frequency and
Intention = +14%, with 4% to 24% range
Source: Talon Dipsticks
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HIGH INCIDENCE OF PLAYING PROMOTION – 50% MORE LIKELY IF
YOU SAW THE DIGITAL OOH
58.4
70
86.6
0
10
20
30
40
50
60
70
80
90
100
Played promotion Saw static ad & Played Saw digital ad & Played
24% more likely to play if you saw the digital OOH vs static
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STORE VISITOR CORRELATION WITH SEEING ADS AND DIGITAL OOH
EXPOSURE WAS MORE EFFECTIVE
18.5
33
45.742.3
6972.6
0
10
20
30
40
50
60
70
80
visited McD Saw static ad & visited McD Saw digital ad & visited
Last Couple of Days Last Week
38% more daily and 5% more weekly
consumers saw the digital OOH vs static only
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THE ONGOING IMPACT OF A RELEVANT & ENGAGING AD EXPERIENCE
44.4
67.3
73.7
41.9
63.1
73.8
0
10
20
30
40
50
60
70
80
ALL Saw Static Saw Digital
Likely to Visit McDonald's Likely to visit McD to PLAY
10% more likely to visit McDonald’s in the near future
17% more likely to Play in future if you saw the digital OOH vs just the static
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CONTEXTUAL MCDONALD'S ADS, REFERENCING NUMBERS OF WINNERS
AND REGIONAL LOCATION HAD 15% IMPACT VS STATIC OOH ADS
Digital ad viewers more likely to visit store, more
likely to play, more likely to play more often, more
likely to intend to play in future; Digital OOH effect vs
static against these key metrics = +14%
Recognition of contextual and locational messaging
also had a +15% impact vs the static OOH
69
62
70
68
74
72
75
80
83
0 10 20 30 40 50 60 70 80 90
Interesting and relevant to me…
Made me feel more positive …
Made me more likely to take part…
Unique & designed specifically for…
Information relevant to me and…
Made me more interested in the…
Ads were smart
Ads really caught my eye
A good way to advertise this…
Context, Action, Brand and the Ad all influenced by
Digital Ads
Digital Static All
Source: Talon, Dipsticks
FOR A LANDSCAPE OF POSSIBILITIES
BOOTS’ CONTEXTUAL XMAS ADS AND LOCATIONAL RELEVANCE
INCREASED BRAND ASSOCIATION (WITH GIFTING) AND CONSIDERATION
Contextual messaging increased Boots association with
Christmas by +19% points (+39%)
70%
68%
63%
45%
38%
82%
82%
76%
72%
67%
Boots has a wide range of
Christmas gifts for all the family
Boots is a destination for high
quality Christmas gifts
Boots has Christmas gifts to suit
all budgets
Boots is one of the first stores I
would consider for Christmas…
I am more likely to consider
Boots for Christmas gifts than I…
All respondents at post stage OOH recogniser
Proximity to stores and locational relevance helped with
Xmas decisions showing a +27% points uplift by OOH
recognizers (+66%)
39%
41%
42%
43%
39%
43%
59%
70%
68%
70%
70%
73%
I am less likely to forget about the…
I am more likely to see the offer and…
Advertising near a store helps…
It helps to position Boots as a…
If I am tempted by the offer, it means…
It helps you to consider Boots when…
All F2F respondents F2F OOH recognisers*
Source: Talon, Clear Channel, JCDecaux
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AND, REAL EFFECTIVENESS
…and
delivered a
campaign
ROI of £11.
Source: Boots, Mediacom
…From a total ad recall of a third
behind John Lewis, Sainsbury and
M&S…to THE brand MOST
associated with Christmas gifting among those exposed to OOH
and leapfrogging John Lewis,
Debenhams, Tesco and M&S.
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CONTEXTUAL VIRGIN MEDIA BANNERS SHOWED +5% STRONGER AD
RECALL VS THE OVERALL CAMPAIGN IN KEY LOCATIONS
Glasgow 36%
Newcastle 50%
Manchester 41%
Nottingham 28%
Coventry 32%
London 40%
Westfield 54%
Birmingham 49%
Liverpool 32%Linking a big message – “The Big
Kahuna” – to a large format created
contextual synergy
Across all cities where banners were
used, Virgin Media ad recall was
higher by +5% points (40%) compared to the rest of the
campaign (35%)
Campaign also drove strong
synergy between TV and OOH
Source: Talon, Dipsticks
FOR A LANDSCAPE OF POSSIBILITIES
LIPTON’S CONTEXTUAL INNOVATION LEAD TO STRONG LOCALISED
CAMPAIGN PERFORMANCE, PARTICULARLY FOR CTA METRICS
Transforming London-only kiosks into giant
Lipton bottles created contextual relevance
which lead to significant locational uplifts
compared to the rest of the campaign
London brand awareness +5%
London ad awareness +5%
London call to action +37%
London creative association +22%
Source: Talon, OMD, JCDecaux
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CARLSBERG – ARE YOU BEER BODY READY?
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OREO ECLIPSE – INNOVATIVE + REACTIVE DOOH CAMPAIGN
http://talonoutdoor.com/talon-news/oreo-creates-its-own-total-eclipse-around-celestial-event/
• #OreoEclipse received more than 6,000 tweets from approximately 40 different
countries
• The Oreo Eclipse video was viewed
more than 20 million times in the UK
• YoY sales following the Oreo Eclipse
campaign rose by +59%, making
March 2015 Oreo’s highest ever UK
sales month (* integrated campaign).
Source: PHD, Talon, Grand Visual
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CAMELOT SCRATCHCARDS
“Putting everyday
winning into context”
Mix of pre-written and
live digital content
More than 300 bespoke
ads served
Results:
• Unique buyers up
50%
• Biggest sales week in
6 years
Source: Camelot
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SPECSAVERS: SUAREZ WORLD CUP BITING INCIDENT - TWITTER
Specsavers created the image using its well-known slogan “Should have gone to
Specsavers". The campaign ran on digital OOH on JCDecaux Transvision screens
The image was retweeted more than 13,000 times within one hour and went on to
surpass 20,000.
Source: MGOMD
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DEEPER ANALYSIS OF LOCATION AND CONTEXT TALON CAMPAIGNS
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1 in 5 downloadedthe Google
Search app
Locationhelped drive
consideration
(57%)
LocationpositionedBoots as an
Xmas gifting
destination
(+66%)
Contextual
copyincreased
awareness by
+14%
Contextual copy
generates
social media buzz
(6k+ tweets)
Context attracts new
customers(unique buyers
up +50%)
Activityhelped drive
mobile search
(60%)
Contextincreased
personal
relevance by
+13%
Location &
context increased
campaign
impact by
+15%
Context increased
locational call
to action by
+37%
LOCATION AND CONTEXT DRIVING EFFECTIVENESS
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CONTEXT DELIVERABLES
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THE EFFECT OF CONTEXT
+30% across action,
sales, consideration,
awareness and
perception metrics
+44% driving
behavioural
change (action
metrics)
+20% for
perception and
relevance shifts
Source: Talon analysis of campaigns across various metrics including sales, call to action, brand perception, consideration and awareness, versus OOH. 20 key measures across campaigns 2013-15, based on 100+ statements/questions
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…ONE OTHER THING
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ANIMATED / VIDEO SCORES
52% 52%Branding
Message 100% 95%
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