Digital OOH boosts ROI and improves lower funnel brand metrics

Growth for Out of Home post-pandemic is being driven by investment into digital sites.

In fact, in 2022, digital sites account for 36% of all transport formats and 23% of all roadside and it is increasing by the day.

In comparison to static formats, DOOH allows for targeted reach and optimisation against relevant moments with relevant content which is driving better results for clients. Static OOH still has an important role of course; it’s unwise to assume that the limited inventory available on digital panels can compete with the high reach offered by the addition of static sites. A bit like linear TV and BVO … the trick is to achieve a balance designed to maximise the key campaign metrics.

There’s plenty of evidence to support how including OOH in campaign plans, and DOOH in particular, works well with other media types to achieve key KPI’s – also remember just because it has the word “digital” in it doesn’t mean it naturally will align with the same strategy as your social and PPC. Digital OOH should be seen as part of an holistic OOH campaign, and work alongside the most complimentary media types for the job.

MESH research has revealed the impact of combining media channels to improve brand consideration. The results show that combining Out of Home with TV delivers the strongest increase in brand consideration, achieving a 43% uplift.

OOH can also drive uplifts in online actions. A recent Posterscope study found that consumers who see Out Of Home advertising (in any format) are 63% more likely to take brand action online. This was from analysis of more than 50 OOH campaigns over the last 5 years.

For me, the excitement of DOOH is the innovation and sheer eye-catchability (that’s definitely a word…) it can bring to a campaign. Not just the really innovative stuff like the 3D Deep Screen format which is amazing, but the stand-out capability of things like InLink or digital kiosks formats in your local high street.

Finally, and to get back to the headline point specifically about digital OOH driving ROI, a study by OnDevice Research, showed that DOOH is shown to drive 4.4% more purchase intent vs a solus standard OOH campaign – combine that with the reach achievable with static OOH and you’ve got yourself a winner.

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In the words of the Rolling Stones… all I hear is Doom & Gloom. Show me a bit of sunshine!

By Karen Light • 25 May, 2023

Winter is bleak enough, without a looming recession, high inflation and now the threat of food rationing. As consumers feel the pinch and businesses face soaring costs, a lot of brands are questioning how they can best connect with consumers at this time. ITV’s recent ‘Race to the Top’ webinar highlighted that despite the pressures, people are still spending, but assessing value in different ways. The ITV study found that whilst price is important, quality came a very close second as a factor of choice. Consumers were also more likely to purchase when brands communicated why prices needed to go up and didn’t mind paying for something if it made them feel good. This emotional hook could be rooted in the social or sustainable benefits from buying a brand, or simply by offering those everyday magic moments; like a home interiors advertiser suggesting little home lifts, or an indulgent me-time snack. TGI’s Global Quick View 2023 study shows that if UK adults had to reduce spending due to the cost-of-living crisis, they would prioritise holidays and going out to eat and drink. Consumers don’t want bleakness right now, they want uplifting experiences that enrich their lives. So, before brands turn to price discounting as a value incentive, perhaps they should consider their customers’ needs and how value may be added in other ways. Then communicate that in an entertaining but empathetic way. Karen Light Sources: Race To The Top: How brands should respond to the cost of living crisis (itvmedia.co.uk) GB TGI December 2022-© Kantar - “If you have to reduce your spending due to the cost-of-living crisis, which of the following would you prioritise spending your money on?” (top choices in Britain, by % adults): 29% Holiday/Short Break, 27% Going out to eat or drink System1 Group – Innovating in a Recession Jan 2023

Can media measurement evolve to truly capture cross-media reach in a fair and equitable way?

By Karen Light • 11 Nov, 2019

Cross-media reach blog post

All we hear is radio ga ga

By El Long, Planning Director • 07 Nov, 2019

Radio is a brilliantly effective media type but can often be undervalued and can admittedly be difficult to measure. So, radio, what’s new? Let’s take a look… Anyone who knows me, is well aware that I love a bit of audio advertising having worked for many years at a radio station group and headed up radio planning at a large network agency. It’s not right for every brief (but what is?) and it’s a specialist skill to write a great script for radio (we know some ace people who can help out in that area). Nine times out of ten though, radio can deliver cost effective reach volume against many key audiences, contributing to both short and longer term impact on sales and brand health measures. So why do many advertisers shy away from it? Like a lot of brand advertising activity, the bottom line is that it can be hard attribute and measure direct impact. This is never music to the ears of the finance department – nor helpful when you’re the marketing lead keen to seek budget approval. Growing numbers of people are tuning in to commercial radio Radio in the UK is having it’s finest hour - now reaching its highest ever total audience. The most recent Rajar figures revealed that commercial radio has overtaken BBC radio channels on share of listening for the first time in 23 years! The UK total radio weekly audience now stands at 49 million people, with a whopping 88% of the population tuning in. Within that, commercial radio now reaches 36.3 million. In contrast, the BBC’s total audience has declined from 34.9 million in Q4 2015 to 33 million in the latest figures. Great news for advertisers – the opportunity to reach high volumes of consumers via radio advertising is on the up! Couple this with the increased adoption of digital audio and the popularity of podcasts growing all the time, radio & audio platforms offer a prime opportunity for advertisers to take advantage of. We know it works; the largest advertising brands have invested heavily and consistently in radio over many years, often combining it with other media to gain that holistic multi-touchpoint effect. For me, the confidence in using radio comes from embracing both soft and hard metrics. There has to be a blend between the hard metric of “we spent this and got this back” with softer brand health metrics which you take time to build and to measure impact. RadioCentre have some amazing supporting studies for radio advertising. One demonstrates that digital activity, whilst measurable, has significant weaknesses in areas where radio excels, including increasing brand salience and maximising campaign reach. More importantly; radio sits above all media except TV in increasing profit ROI