BIG Impact with BIG Outdoor

As a country we struggle to stay in one place for too long, we are constantly on the move, and spending increasing amounts of time outside of our much loved homes.

Whilst we are moving through our daily lives we are in what we like to call ‘active space’. This is where our senses are heightened, we are alert, mobile and in buying mode with phone at hand and wallet in pocket. In fact, the second we step out of our front door we are 33% more alert than on the other side of the threshold.

As we move through our daily lives we, often subconsciously, take note of the advertising we see… on a bus or telephone box, on large posters in the city centre… in fact ‘Out of Home’ aka OOH is one of the most memorable forms of media. OOH media is everywhere in different formats, a huge 96 sheet poster on the ring road of our local town or 6 sheets by the doors at our local shopping centre. When billboards are used with ingenious creativity they can spark excitement, inspire emotions, stop us in our tracks and create lasting visual impact.

6-sheet posters are everywhere you want to be, on the high streets, at the local supermarket, in the community, pubs and bars nationwide. With more than 46,000 panels, they are the perfect creative canvas for advertisers to target us throughout the UK. Much larger 48- and 96-sheets deliver the high-impact campaigns in the public spaces of our lives. With more than 4,500 panels, as well as Mega billboards, banners and digital screens, these boards are in densely populated areas and streets. It is the perfect medium to reach millions of people on the move usually in two weeks campaign multiples.

Touchpoint data proves that OOH is in the top 3 most accessible media channels for every single hour of the average consumer day. In fact, OOH is the number 1 most accessible media channel for 10 of the 18 hours of our waking day. That means that out-of-home reigns supreme for 55% of the average consumer’s day. Phew!

 

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Over the last year some of the biggest players such as Clear Channel, Primesight and JCDecaux have invested £19m into the industry. In February 2013 big data came to town when a system called Route was released. This GPS inventory software allows brands unique audience insight and understanding of all audiences in terms of demographics, lifestyle and attitudes. Route gives marketers unprecedented understanding of how people go about day to day lives however, it is not only about what the go past but about what they actually see. This system is simply incredible even down to the account of how people are travelling, the vehicles speed and direction of travel… scarily impressive I know!

Outdoor is not only a way to target your consumers at the heart of their community but it also allows businesses to communicate with them as OOH grows and develops. Innovation is happening and OOH is at the front of this with improved infrastructure, investment into the industry and migration into the digital era. It’s allowing business to get creative with cutting-edge technology, and engage personally with consumers. OOH may be one of the world’s oldest advertising mediums, but it is now fully claiming its place in the digital century.

Benefits to making OOH a part of your media mix

• Brand Builders – Out-of-home advertising is ideal for generating awareness and enriching the perception and credibility of a brand.
• Break away from the norm –
• Attention – Through multiple formats sizes, out-of-home advertising demands attention and creates impact. Unlike many other advertising channels it can stand-alone.
• Speak to your audience – Outdoor media gets in to the real life of the audience and speaks to a broad demographic. However, don’t think you cant be targeted also; location, format and frequency of your out-of-home advertising enables you to pinpoint a specific demographic.
• Value of audience – In the right locations, there is a huge frequency of views and for audiences to spot the key messages. The ability to achieve high reach and frequency in an area means it offers a low cost per thousand.
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Tips and Tricks on doing OOH the right way

• Keep the message simple and clear.
• Use large and strong fonts.
• Ensure that you follow the location’s rules and regulations (different cities have different requirements around OOH).
• Be bold in creativity, concept, and design—you need to cut through visual clutter.
• Coordinate your marketing and advertising and carry the OOH campaign messages through other marketing and advertising tactics.

Some fun facts for you to take away…

• Men see 10% more OOH than women
• Single people see 28% more OOH than married people
• We see 30% more OOH on a Monday than any other day of the week
• 21% expect to be able to interact with advertising in the future wherever they see it.
• Bus shelters hit 95% of the population, delivering 5.3 billion impacts every fortnight
• 99% of the adult population will see an Outdoor ad every fortnight
• Transport advertising is the commuter channel par excellence being 45% more likely to reach ABC1 men
• Billboards deliver 4 billion impacts every fortnight, reaching 89% of the country
• Transport advertising delivers 6.4 billion impacts every fortnight.
• 99% of the adult population will see an Outdoor ad every fortnight
• Did you know OOH delivers 10.2 billion impacts every week?

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How is the digital landscape changing consumers?

Your customers are no longer just at home, at work or on the high street… oh no they are now everywhere, engaging on every platform and if you want to be part of their world then they expect you to do the same. Digital media platforms are constantly changing and businesses are not only having to understand these changes but be an active part of this ever-evolving market.

Video killed the Radio star

Let’s take radio for example; listeners are no longer just in the home or in the car, they are far more actively engaged now. They are listening across phones, computers, tablets, TV’s, the list goes on and on. Official stats from Rajar Q4 2014 show that digital offerings are growing hugely with 22% of adults say they listen to radio via a mobile phone or tablet at least once a month. That’s up 38% year on year! So not only do they need be accessible on all of these devices, but visually also.

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The look, the feel and the way people interact is more important now than it has ever been. Think about how your brand appears to consumers? How they engage with your business on multiple sites. Rather than having many different logos, different colours and out dated visuals, it needs to be clean, clear and versatile brand unification across all platforms for consumers to see and be a part of. You worked hard on the look and feel of your brand… now make it work for you.

 

What did you say?

Nothing quite beats the power of ‘Word of Mouth’, 77% of consumers are more likely to buy a new product when learning about it from friends or family. It may seem quite obvious but 43% of consumers are more likely to buy a new product when learning about it on social media. (Nielsen)

There are so many individual sites such as Twitter, Facebook, Trip Advisor, BZZ Agent but beyond that websites are now getting reviews for their own products… why? User reviews are proven sales drivers, and something the majority of customers will want to see before deciding to make a purchase, infact reviews produce an average 18% uplift in sales.

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61% of customers read online reviews before making a purchase decision, and they are now essential for e-commerce sites. This also works in the other direction… if they don’t like it… they will share.

Which leads me nicely into my next point…

 

Where were you when I needed you?

With the likes of Twitter, Facebook and other Social media channels engagement with the consumer never stops. When consumers communicate with companies they expect a two-way dialogue and personalised ads relevant to their needs, no matter what the time… we are living in a 24/7 market. With the rising expectations consumers are constantly demand more and actively voice dissatisfaction when they don’t get what they want.

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A study by Mediacom shows that 65% of consumers who use social media to “talk” to companies, and go there with problems and questions.

Like it or not if you want to be on social media you need to be available at all hours. Make sure your team has a clear protocol in place for a query and that when they speak to an individual they know the answers or that there is someone on call who can answer questions whether it is technical or admin etc, it is a simple yet effective approach to keep customers happy.

Giles Rhys Jones sums it up impeccably – “People talk to each other, they always have… however they are no longer talking to a group of 4 or 5 in the pub. They are now talking to thousands”. So what are your consumers saying? Do you know?

 

I know what you bought last week

We lead busy lives, always on the move, we don’t have much time for ourselves let alone seeing brands and adverts that mean nothing to us or are not of interest. The modern consumer has very narrow interests, which is why it is more important now than ever to know your consumer and build a profile on them. Get to know your customer, find out what they want and give it to them, and if you don’t know ask them. It is scary the sheer amount of information marketers have at their fingertips to build a profile of your consumer.

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Look at Tesco with the club card; they know what is in their house, the family and what is going to tick their box. Don’t waste the consumer’s time, they don’t have much of it.

 

We want it and we want it now…

A report done by Nielsen told of the confidence consumers have found in the market place. Consumers have found this from the power given by technology, it has given them even more confidence when it comes to their choice, reducing the power of traditional media in some markets, this creates a much more complex landscape for messages to navigate.

Lets take this put this into context of the customer. One of the biggest concerns for UK consumers is rising utility bills, so how do companies stand out and show their solution for this problem… that is a trick question.

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Price comparison sites are still a relatively new concept but they have quickly become an essential part of the buying process for many people looking to renew their insurance, mortgage, holidays, and bills. Over 19 million Britons have logged on to sites like moneysupermarket.com, confused.com and gocompare.com.

This new consumer isn’t some new kind of customer morphed into a mysterious being, they are still just the normal shopper but they consuming content quickly and sharing it even quicker. The consumers are becoming involved in the services and products you put out… so listen to them… give them a good price and an even better service. Consumers are no longer staying with the company that gave them great service they are now looking for the cheapest deal, and looking at that fine print for best value.

Your customers are out there and digital media gives you access to so many more in a much more powerful way. So use the data to your advantage, market socially and respond quickly. The consumer is changing, go with them…. and all those they influence daily.