motoring and ooh insights · 2019-07-01 · media £67m drink £30m cosmetics & personal care...

FOR A LANDSCAPE OF POSSIBILITIES

MOTORING AND OOH INSIGHTS2017


AGENDA

1. Motoring trends and the OOH market

2. Why OOH?

3. Case studies

4. Opportunities to innovate

5. Talon Packs


MOTORING TRENDS AND OOH MARKET


TOP 10 OOH CATEGORIES TO Q3 2016

£105mENTERTAINMENT & LEISURE

£47mFINANCE

£78mTELECOMMS

£46mFOOD

£39mTRAVEL & TRANSPORT

£41m

MOTORS

£25m

MEDIA

£67m

DRINK

£30m

COSMETICS & PERSONAL CARE

£28m

RETAIL


TOP 10 OOH ADVERTISERS TO Q3 2016

£5.87m £4.15m £3.14m £3.12m £2.41m

£2.00m £1.99m £1.76m £1.56m £1.50m


New car sales hit an all-time high in the UK in 2016, with 2.69 million new vehicles

registered, up 2% on 2015. Growth was due to "very strong" consumer confidence, low-

interest finance deals and the launch of several new models. 2017 will bring

additional challenges for the industry.

Despite concerns that an unpredictable global economy and the Brexit vote would

damage consumer confidence and hamper sales – the UK was Europe’s 4th fastest growing market with sales up 2.9%.

2016 – A POSITIVE AND EVENTFUL YEAR

http://www.bbc.co.uk/news/business-38516247


TECHNOLOGY AND SUSTAINABILITY DRIVING CHANGE

.

Driverless and green cars are expected to be part of the trend in the auto industry during 2017.

This has become evident as big car companies are focusing on building automomous cars as well as hybrid, plug in hybrid

and electric cars – all of which help sustain a clean and safe

environment.


WHY OOH?


CAR BUYERS MOST EXPOSED TO OOH & TV

People intending to buy a car in the next 12 months spend 20

hours a week OOH

Source: TouchPoints6 (Base: Intend to buy a car in next 12 months)


OOH campaigns do drive ROI

Source: IPA / Binet & Field 2013, “The Long and Short of It”; Talon; Opera; Route

THE POWER OF REACH AND BRAND-LED ADVERTISING; TV + OOH FUNDAMENTAL IN DRIVING REACH, EMOTION AND EFFECTIVENESS


SEARCH AND PLANNING GATHERS MOMENTUM IN JANUARY

Source: Google Trends


PATH TO PURCHASE

• People in the market for cars are even more likely to learn, search and act on companies/products they’ve seen advertised when exposed to OOH.

• They are also more likely to use social media.• 62% of all effective motor encounters are generated through media;

only a third through experience.• Car buyers are more likely to investigate a product after seeing OOH

(54%) or search online (82%) or even buy a product after seeing OOH (60%)

• 57% feel that advertising informs them on the launch of new car models

• Half of those who’ve bought a new car say they like to understand the benefits and style of a car before they start researching online or at dealerships

Source: OMC/Outsmart/JCD


THE OOH AUDIENCE BUYS MORE …..AND MORE EXPENSIVE CARS

0

500

1,000

1,500

2,000

2,500

Bought car in last 12 months Bought car £15K+ in last 12 months

Heavy outdoor

Heavy internet

Heavy TV

Heavy radio

Heavy magazines

Heavy newspapers

Heavy cinema

Source: TGI

Adult 000s


LARGE FORMAT OOH IS KEY TO TARGET FUTURE CAR BUYERS

Source: TGI 2015 FUTURE CAR BUYERS

OOH formats most seen by future car buyers


TRACE - USING BEHAVIOURAL DATA TO TARGET CONSUMERS AT DIFFERENT STAGES OF THEIR PURCHASE JOURNEY

Trace, Clear Channel’s new behavioural tool, identifies

consumers’ behaviours and need states at different stages of their

purchase journey

Trace makes clear recommendations, not only on which stages to focus on, but also

on which media and OOH channels to use.

Specifically for the motors category, Premium Digital and Large Roadside Formats are

recommended.


MOTORISTS ARE MORE LIKELY TO NOTICE CAR BRAND OOH ADVERTISING AT4-7PM

Source – Primesight


WEATHER PLAYS A ROLE IN CONSIDERATION

• Hot, cold, rain or shine, brands can tap into consumers changing moods regarding car types

• A 20-degree increase in temperature translated to an 8.5% increase in convertibles sold.

• Clear sunny skies also increased sales by about the same amount as a 16-degree increase in temperature.

• In the 2 to 3 weeks following a major snow storm (10 inches of snow or more), the percentage of four-wheel-drive vehicles sold increased by 6%.


UTILISE THE FLEXIBILTY OF DIGITAL FOR DAYPART TARGETING, WEATHERACTIVATIONS OR CONTEXTUAL MESSAGING


Hillingdon

Barking

Havering

Bexley

City

Camden

Westminster

Harrow

Barnet Enfiield

Waltham Forest

Redbridge

Bromley

Brent

Newham

CroydonSutton

Merton

Kingston

Richmond

Hounslow

Ealing

Lambeth

SouthwarkGreenwich

Lewisham

Tower Hamlets

Hackney

Haringey

Wandsworth

TRANSPORT NETWORKS ARE ALSO KEY ESPECIALLY IN CENTRAL LONDON

Source: Travel Survey 2011


MORE THAN HALF OF CONNECTED COMMUTERS THINK ABOUT A NEW CAR PURCHASE WHILE OOH

Source: JCDecaux; Connected Commuter Motors Survey 2015; Pulse of the Nation June 2015

66% 18%

18%

39% 6%

+11%


ALMOST 9 IN 10 RAIL COMMUTERS DECIDE FOR A NEW CAR WITHIN 6 MONTHS OF RESEARCH; 2 OUT OF 3 IN JUST THREE MONTHS

Source: JCDecaux; Connected Commuter Motors Survey 2015


RAIL COMMUTERS’ PERCEPTIONS REGARDING CARS


+70%

+23%


MORE THAN 1 IN 5 INTEND TO SPEND AT LEAST £20,000 ON THEIR NEXT CAR

Source: JCDecaux; Connected Commuter Motors Survey 2015; Pulse of the Nation June 2015

£14,000average spend

on their next car purchase

+75%more likely to spend over £25k on their next car


PICTURE OF THE EXTERIOR AND FEATURES OF THE CAR ARE AMONG THE MOST IMPORTANT FEATURES ON CAR ADVERTISEMENTS



CASE STUDIES


NISSAN

Nissan wanted to promote their new Pulsar model by launching a large format OOH campaign across the UK. The campaign was mostly

comprised of static roadside sites but a large number of digital sites, primarily in London, was also used.


NISSAN RESEARCH - CALL TO ACTION

Brand consideration saw an increase of +14% post wave,

going from 23% to 37%

Q. If you were considering buying a new car today, how likely would you be to consider Nissan?Q. Have you done any of the following with regards to Nissan as a result of seeing any of this advertising?


OOH DOUBLED THE EFFECTIVENESS OF THE NISSAN CAMPAIGN

Throughout the research, respondents that recalled seeing OOH, compared to the ones that didn’t, gave consistently higher scores

across all key brand metrics

Metrics Did not recall OOH

Recalled OOH

OOHattribution

Spontaneous Nissan brand awareness 17% 30% +76%

Spontaneous Nissan ad awareness 9% 21% +133%Prompted Nissan ad awareness 16% 42% +162%Prompted Pulsar ad awareness 4% 19% +375%

Pulsar perception 23% 43% +87%Nissan perception 38% 57% +50%

Nissan consideration 19% 38% +100%

All metrics 18% 36% +100%


OPPORTUNITIES TO INNOVATE


VEHICLE RECOGNITION TECHNOLOGY WITH RENAULT PARTNERSHIP

http://www.oceanoutdoor.com/technology/


RENAULT- INTERACTIVE 6 SHEETS

http://www.jcdecaux.co.uk/renault-interactive-malls#sthash.h9gt6a5h.dpuf


SMART CAR – OPTICAL ILLUSION


MINI - OUTSIDE THE BOX


JAGUAR MONITORS THE ‘ENERGY’ OF WIMBLEDON IN REAL TIME

http://www.jcdecaux.co.uk/feelwimbledon


MERCEDES-BENZ LAUNCHES FIRST EVER DIGITAL SPECIAL BUILD

http://www.stormdigital.com/news/2015/11/11/the-uks-first-digital-special-build/


FORD C MAX – INTERACTIVE 6 SHEETS


Creative changed to show key features such as heated steering wheel and seats when the temperature dropped below 7 degrees

VAUXHALL CORSA – TEMPERATURE ACTIVATED CREATIVE


LANDROVER – SEE WINTER DIFFERENTLYUSING CAMERA INSTALLATION FROM TRAFFIC APPROACH


FORD – LIGHT UP THE IMAX

http://www.oceanoutdoor.com/ocean-news/case-studies/ford-and-ocean-light-up-impressive-imax-creative-capability/

motoring and ooh insights · 2019-07-01 · media £67m drink £30m cosmetics & personal care...

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