Maximising the appeal of DOOH to advertisers and media buyers
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The document discusses maximizing the appeal of digital out-of-home (DOOH) advertising. It covers topics like the importance of data for audience profiling and optimizing ad proposals, measuring ad effectiveness, marketing DOOH appropriately to advertisers, and the need for flexibility in DOOH campaigns. Emerging areas that could further improve DOOH are also examined, such as using streaming data, apps, and branded content to enhance interactivity and targeting.
Maximising the appeal of DOOH to advertisers and media buyers
- 1. Screen Expo May 2010maximising the appeal of DOOH to advertisers and media buyersJames Davies: Hyperspace Director, Posterscope UK & Chief Strategy Officer, Posterscope USAAdam Cherry: Digital Development Manager, Posterscope Worldwide
- 4. Prism Screen
- 5. the importance of data
- 6. consumer behaviour, profiles & attitudes
- 8. audience measurement & pricing
- 10. compliance
- 11. marketing
- 13. the importance of flexibility
- 15. the Posterscope networkTaiwanIndiaPhilippinesSingaporeSouth AfricaEuropeUSAChinaMalaysia630people48 offices20 countriesleading the world from centres of excellence
- 16. an important medium424m impacts in UK*
- 18. 24% revenue growth in UK
- 19. 61% growth forecast in USA
- 20. 22% share in China
- 21. 300 top brands last year
- 22. the future of ooh*Source: Prism Screen
- 23. increasing share of OOH revenue
- 26. Posterscope investmentdedicated expertstraininginsightresearchmarketing platformsplanning & buying toolsclient / agency seminars
- 27. the importance of dataconsumer behaviouraudience profilingattitudes to screensproposal optimisationaudience measurementscreen consumptionslicing the datapricing analysis
- 28. consumer behaviouraverage dwell time 18 mins57% of people entering London using overground rail do not transfer onto the tube20% of those at termini stations are not there to travelSource: JC Decaux
- 31. Consumer attitudes and effectiveness“37% agree that they notice ads on digital screens”“31% agree being on digital makes a brand more innovative” Index 138“23% tell others about ads they’ve seen on digital screens” “27% think about their finances on the way to work” Index 160“36% think about what to watch on TV on their commute home” Index 125“31% agree advertising on a digital screen creates the impression of a quality brand” Index 122“37% agree that adverts in train stations influence my opinion on a brand”“31% agree being on digital makes a brand more memorable” Index 129Source: Posterscope OCS study, ABC1 Adults, & frequent rail users
- 32. audience profiling“I am very ambitious”“52% male”“take risks in business to be successful”“earn £40k+”“I like other people to approve of the brands I buy”“I consider myself an expert when it comes to new technology”“hard juggling responsibilities of work, family and friends”Source: Posterscope OCS study, ABC1 Adults & frequent rail users
- 33. audience profilingSource: JC Decaux
- 35. optimising frequencysource: Avanti Screenmedia
- 36. optimising spot lengthaverage time spent watching screen: 46 secsbut…people who only glance for 1-2 seconds : 44%
- 37. calculating campaign audiencesgross audiencehow manypeople might see a screen (throughput)# that actually pass a screen# that look at a screenhow many screens will they pass/seeprobability of my ad being on displayhow long people view fornet impacts (impressions)cover/reach & frequency (estimate it if necessary)example considerations
- 38. cost per campaign cost per thousand impacts cost per thousand impacts against specific audiencescost per venuecost per % of coverRelative figures for other media / OOH formatsexpressing cost
- 39. effectiveness research64% said they would be more likely to watch the show as a result of seeing the digital advertisingsource: 2008 Posterscope research
- 40. generating talkabilityfor the Guinness hands campaignbar screensgenerated 44%more talkabilitythantvsource: 2007 Posterscope research
- 41. compliance & marketing compliance & communicating issuesmarketingmpeg of copyin situ photosin situ video
- 59. Screengallery
- 60. electric-avenue
- 62. identifying target advertisersunderstand your competition (build it & they will come ?)matching your audiencelocal versus nationaltrade marketing ?light OOH users (offer flexibility etc)
- 63. the importance of flexibility
- 64. short lead timesbooked 1 day prior
- 65. short lead timesthermal activation
- 66. short lead timesbooked on day of transmission
- 67. flexible durations / dayparts1 day only 4pm – 9pm
- 69. what happens next ?more streaming data & social integration
- 70. what happens next ?apps & screens
- 71. data driven campaign optimisation based on:
- 72. new inputs e.g. oyster cards, loyalty data, stock levels
- 73. new Postar (flighting & dayparts)
- 74. outcomes e.g. search data, sales, web traffic
- 75. real-time optimisation of creative, locations, days, dayparts etcwhat happens next ?optimisation
- 76. what happens next ?contentbetter media owner content strategies
- 77. increased evidence & understanding of the role for branded content ooh made the brand proposition lessconfusing for 52% of consumers
- 78. Summary We’ve talked about :the importance of data
- 79. consumer behaviour, profiles & attitudes
- 81. audience measurement & pricing
- 83. compliance
- 84. marketing
- 86. the importance of flexibility
- 88. content ?
- 89. what else ?