Outdoor works for…Government campaigns. £5.2m EE £4.1m£1.7m£1.2m £800k...
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Outdoor works for…Government campaigns. £5.2m EE £4.1m£1.7m£1.2m £800k £650k£610k£600k£550k£530k Outdoor is the preferred comms channel for many government
5.2m EE 4.1m1.7m1.2m 800k 650k610k600k550k530k Outdoor is the
preferred comms channel for many government initiatives
Slide 3
Out of Home is still the political parties favourite
announcement vehicle Outdoors share of political parties
advertising at the last general election was 30%*, and 59%* in the
case of The Conservative Party When its a question of raising
awareness and winning public support for a cause, Out of Home has
an important role to play *Source: NMR Mar-May 2010, all media inc
door drops, online and direct mail
Slide 4
Out of Home is a truly broadcast medium: it excludes no-one OOH
represents a cost- effective way to influence the behaviour of
millions of people The message can be seen and shared by everyone
public space is important for shaping public opinion Unlike other
media the message will be displayed 24 hours a day, 7 days a week
No other medium combines the twin virtues of high cover and high
frequency
Slide 5
Out of Home is a highly effective and visual medium Strong
creative work can convey the message in a simple but powerful way
Outdoor is the strongest visual medium, with the ability to grab
attention and anchor a message firmly into the brain And unlike
other media, Out of Home cannot be switched off, put down or turned
over
Slide 6
Out of Home delivers national, regional and local campaigns
Outdoor can be used to drive awareness and behaviour change at a
national, regional and local level with great precision and very
little wastage Sophisticated planning tools can customise any
campaign by environment, target group, budget and geography (eg
postcode, health authority, proximity) to deliver the right
message, to the right people in the right location
Slide 7
Digital Out of Home can add further context Digital Out of Home
delivers added context of daypart scheduling and ability to change
messaging easily and quickly It can also can create interaction,
engagement and provide greater depth of information
Slide 8
Historical usage Government brands have successfully used a
range of outdoor to promote their varied messages Campaigns vary
from tax returns to navy recruitment, fitter lifestyles, flu jabs
and drink driving to benefit claims to sexual health
Slide 9
Outdoor: proven effective in communicating key messages There
are many examples where government, political organisations and
charities have used outdoor effectively These campaigns show an
excellent return on awareness, engagement and message out-
take
Slide 10
Source: YouGov survey of 1,692 respondents, May 2011 Public
sector campaigns get noticed on Out of Home Which of the following
have you seen advertised recently using outdoor advertising Public
sector messages (e.g. paying taxes, road safety, not drinking and
driving)?
Slide 11
Source: YouGov survey of 1,692 respondents, May 2011 Health
campaigns get noticed on Out of Home Which of the following have
you seen advertised recently using outdoor advertising health
matters (e.g. flu jabs, stopping smoking, eating 5 a day etc)?