TV and OOH - Complementary Media (slideshare)

10/04/2023

OOH & TV

Complementary Media

The following presentation aims to demonstrate how a combined TV & OOH campaign can be a very effective combination for an advertiser ... Largely because they are two mediums that complement each other

The first part of the presentation will focus on Planning - how tools such as Touchpoints demonstrate why a combined OOH and TV campaign is more effective

The second half of the presentation focuses on the Results – this is largely a collection of various case studies that demonstrate when a TV campaign has been used in conjunction with OOH, the campaign results have been very effective

We have split this presentation into various sections so hopefully there are a lot of nickable slides that you can use depending on what you need

OOH & TV – Complementary Media

OOH & TV - Complementary Media• OOH adding Incremental Reach & Frequency to a TV campaign

especially amongst hard to reach TV audiences

• Complementary Media• Time of Day• Geographies• Moods

• TV & OOH Working Together to Drive• Advertising Cut Through • Brand Awareness• Brand Equity & Stature• Message Communications• ROI & Campaign Longevity

THE PLANNING

THE RESULT

OOH adding Incremental Reach to a TV campaign

0 2 4 6 8 10 12 14 16 18 20 22 24 26 280

10

20

30

40

50

60

70

80

90

100 TV SolusTV + OOH

Source: Touchpoints 3 – Media PlannerTV only 400 TVRS split by day e.g. 1 Day = 400 TVRS/28 = 14.3 TVRs TV and OOH 300 TV GRPS, 393 OOH GRPSTV and OOH – PRPs for 1550 6 Sheets @ £164 per panel

TV & OOH work effectively together to increase overall coverage and speed of 1+ cover build

Days

89%

77%

77% 72%

89%

TV Solus Coverage TV Coverage (As part ofTV/OOH Campaign)

TV & OOH Coverage

£1.02m TV Campaign=

400 All Adults TVRs

£765k TV Campaign=

300 All Adults TVRs

£765kTV + £255k OOH=

300 All Adults TVRs 393 OOH GRPs

Solus TV Campaign Take 1/4 (100 TVRs) off TV budget

Re-invest in OOH

Including OOH for the same budget delivers an additional 13%pt 1+ cover


12.6% 12.3%14.3%

16.5%

20.0%

All Adults Housewives withKids

ABC1 15-34 15-34 London

Including OOH for the same budget delivers high additional 1+ cover especially amongst 15-34

Solus TV Campaign Take 1/4 off TV budget

400 TVRS to 300 TVRS

Re-invest in OOH

0

10

20

30

40

50

60

70

0 2 4 6 8 10 12 14 16 18 20 22 24 26 28

TV Solus

TV + OOH

OOH & TV work even more effectively for 4+ cover build


Days

61%

40%

40%31%

61%

TV Solus Coverage TV Coverage (As part ofTV/OOH Campaign)

TV & OOH Coverage


400 All Adults TVRs

£765k TV Campaign=

300 All Adults TVRs

£765kTV + £255k OOH=


Solus TV Campaign Take 1/4 (100 TVRs) off TV budget

Re-invest in OOH

Including OOH for the same budget delivers an additional 21%pt 4+ cover


20.6%22.8%

26.2% 27.3%31.0%

All Adults Housewives withKids

ABC1 15-34 15-34 London

Including OOH for the same budget delivers high additional 4+ cover especially amongst 15-34



Re-invest in OOH

OOH adding Incremental Frequency to a TV campaign

0 2 4 6 8 10 12 14 16 18 20 22 24 26 280

1

2

3

4

5

6

7

8

9 TV SolusTV + OOH


TV & OOH work together to increase overall frequency and speed of frequency build

Days

7.75

5.2

5.24.1

7.8

0.01.02.03.04.05.06.07.08.0

TV Solus Frequency TV Frequency (As part ofTV/OOH Campaign)

TV & OOH Frequency


400 All Adults TVRs

£765k TV Campaign=

300 All Adults TVRs

£765kTV + £255k OOH=


Solus TV Campaign Take 100 TVRs off TV budget Re-invest in OOH

Including OOH for the same budget delivers an additional 2.6 frequency


2.6 2.4

4.14.7

6.1

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

All Adults Housewiveswith Kids

ABC1 15-34 15-34 London

Including OOH for the same budget delivers high additional frequency especially amongst 15-34



Re-invest in OOH

The Value of Frequency For example on Brand Consideration & Equity

47% 48% 47%50%

60%56% 57%

63%

They make me more likely totry Flora Buttery

Flora Buttery has a greattaste

Flora Buttery gives a goodbalance of taste and health

Flora Buttery is a healthieroption

Frequency 1+ Frequency 3+

JCDecaux OOH Campaign Research: OnDevice Research Agency

OVERALL AVERAGE EQUITY ALL (1+) = 48% 3+ = 59%

BRAND CONSIDERATION

Complementing Media- Time of Day- Geographies- Moods

0

10

20

30

40

50

60

70

All adults 15+ TV All adults 15+ OOH 15-34 TV 15-34 OOH

Touchpoints 2012TV = Watching TV (Any)ANY OOH = (At work/school/college/Travelling/Elsewhere outdoors/ cafe/gym/pub/restaurant/shopping mall/supermarket)

TV & OOH complement each other in terms of time of impacts

FULL DAY = 15-34 spend 7% more time OOH & 5% less watching TVPOST 6PM = 15-34 spend 15% more time OOH & 12% less watching TV

0

10

20

30

40

50

60

70

All adults 15+ TV All adults 15+ OOH London OOH London TV


FULL DAY = Londoners spend 9% more time OOH & 8% less watching TVPOST 6PM = Londoners spend 15% more time OOH & 8% less watching TV

OOH being particularly useful for complementing hard to reach TV audiences - London

0

10

20

30

40

50

60

70

All adults 15+ TV All adults 15+ OOH 15-34 London TV 15-34 London OOH

OOH being particularly useful for complementing the hardest to reach TV audience – 15-34 London


FULL DAY = 15-34 London spend 16% more time OOH & 12% less watching TVPOST 6PM = 15-34 London spend 39% more time OOH & 17% less watching TV

Source: Touchpoints 2, Mediaplanner ‘Urbanite Audience’, BARB

Complementing Geographies

10% less time spent viewing commercial TV in urban areas

14% less commercial TV impacts in Urban areas

25% less commercial TV impacts in London

5% more time spent Outdoors in urban areas

15% more 6 sheets coverage in Urban areas

16% more 48 sheets coverage in Urban areas

TV is more rural, less

urban

OOH is more urban,

less rural

Complementary Geographies

OOH can target specific audiences, e.g. commuters, within urban areas whilst TV is bought at a regional level

Managerial/Professionals

ABC1 AB 20-39 Annual Salary

Zone 1 Boroughs 62% 83% 40% 62% £51,289

London Excl. Zone 1 44% 66% 26% 44% £31,995

Greater London Boroughs, Total pop of 7.5 million - Working pop16-74 of 3.8 million

Source: Census Workplace SurveySource: 2009 Annual survey of hours and earnings (ASHE), ONS Crown Copyright

LONDON GEOGRAPHICALLY

LONDON AS IT WOULD LOOK BASED ON THE

“WORKING POPULATION”

LONDON ITV REGION

London ITV

THE IMPORTANCE OF ZONE 1 WORKING POPULATION

http://www.guerillascope.co.uk/LinkClick.aspx?link=9008&tabid=9009&mid=13602

Complementary Moods

0

10

20

30

40

50

60

70

80

90

100

Sleepy

Relaxed

Dreamy

Bored

CalmM

y Time

Interested

Distracted

Receptive

Impulsive

Active

Alert

Out and aboutAt home

Clark Chapman Research

TV & OOH Working Together to Drive- Advertising Cut Through - Brand Awareness- Brand Equity & Stature- Message Communications- ROI & Campaign Longevity


TV and OOH deliver the highest advertising awareness

Television

Out of Home

Online

Newspaper

Magazine

Radio

Cinema

Mobile phone

87%

74%

58%

52%

46%

37%

26%

16%

Ads seen/heard in the last month?

OMC Consumer Journey Research 2012

“The most important thing is that a person remembers your brand as having done a lot of advertising …

because in making purchase decisions we have an availability bias which massively biases us

towards buying things we’ve heard of before”

Rory Sutherland, IPA

TV & OOH combine to increase ad recall

O2, Bacardi, Aero, Listerine

Any Recall

TVRecall

OOHRecall

TV Unique Recall

OOH Unique Recall

85% 73% 69% 16% 9%

CBS Outdoor Campaign Research: Dipsticks Research Agency

TV & OOH combine to increase ad recall especially in light TV viewing regions

National

OOH Unique Recall

10%pts

ABC1 OOH Recall Index

144

London

34%

TV or OOH Recall

68%

58% 35%

TV or OOH Recall

73%

54% 47%

OOH Unique Recall

19%pts

ABC1 OOH Recall Index

156

JCDecaux Stella Artois Campaign Research: Red Blue Research Agency


73%

61%

0% 10% 20% 30% 40% 50% 60% 70% 80%

TV & OOH Adseen

Only TV ad seen

TV & OOH together effectively drive brand awareness

Any Spontaneous mention Stella Artois

Incremental 12% pt increase in spontaneous

awareness

CBS Outdoor Campaign Research: Clark Chapman Research Agency

53% 50%

62%53%

+3%pt+9%pt

Spontaneous Brand Awareness

Central Granada

Regional tests again prove TV & OOH effectively raise brand awareness

JCDecaux OOH Campaign Research: You Gov Research Agency

Pre

Post


TV & OOH work together to drive brand equity for Wickes

31%

26%

16%

24%

13%

24%

20%

42%

21%23%

49%

24%26%

16%

28%

17%

38%

31%

Succe

ssfu

l

Quality

Prem

ium

Confid

ent

Prest

ige

Traditi

onal

Fashi

onab

le

Value

Proud


TV only TV & OOH

OVERALL AVERAGE EQUITY TV ONLY = 24% TV & OOH = 28%

80%

55%

52%

45%

37%

85%

81%

74%

66%

59%

Listerine is manufactured by experts in oral care

The advertising for Listerine makes me feel like Ishould be using mouthwash

Listerine provides me with confidence that mybreathe will be fresh throughout the day

Listerine is a better brand than other mouthwashes

Listerine kills more bacteria than any other everydaymouthwash

TV Only TV & OOH

TV & OOH work together to drive brand equity for Listerine

CBS Outdoor Campaign Research: Dipsticks Research Agency


0%

20%

40%

60%

80%TV ONLY

TV & OOH

Triple filtered leads to a

smoother taste

High Quality

Smooth Lager

Triple Filtered

Its not as strong

as Stella+17%pt

+20%pt

+18%pt+18%pt

+8%pt

TV & OOH work together to drive brand equity for Stella 4%




TV creative helping to deliver OOH brand message effectively

Source: Millward Brown

+14%pt23%

Region – OOH only

Region – OOH & TV

37%

FINANCIAL BRAND X “TAKE AWAY YOUR MONEY TROUBLES”

What is the main take out from OOH creative?

43%

14% 12%8%

33%

13% 14%

32%

11%

41%

0%

10%

20%

30%

40%

50%

Pass on somethinggood

Generations of care ReassuringlyExpensive

Contains only 4ingredients

Chalice shaped glasskeeps beer colder for

longer

Pre Stage (Only TV on air)

Post Stage (TV & OOH running)

OOH creative delivering a “Halo Effect” on TV message communication

When consumers were asked ... what is your main take out from theTV creative?

Base: All RespondentsCBS Outdoor Campaign Research: Clark Chapman Research Agency

In the pre stage (when only TV was running) most consumers did not notice the chalice glass in the TV creative. However at the post stage when OOH was running alongside TV with a “Chalice creative”, consumers started to

notice the chalice glass in the TV advert ... As such they got more out of the TV ad


Above average spend on OOH increases TV ROI and TV Campaign Longevity

Finance Retail FMCG£0.00

£0.50

£1.00

£1.50

£2.00

£2.50

£3.00

£3.50

£4.00

£4.50

£1.21

£3.25

£1.44£1.57

£3.87

£1.55

OOH % Spend Below Median

OOH % Spend Above Median

Finance Retail0

10

20

30

40

50

60

36 30

55

39

OOH % Spend Below Median

OOH % Spend Above Median

+30% +19% +8% +53% +30%

BrandScience Results Vault (2009)Campaigns that had both TV & OOH Expenditure

TV ROI incl. Production costs Life of TV Campaign (Days)

TV

RO

I

Life

of T

V c

ampa

ign

(day

s)

TV & OOH successfully drove sales for Stella

Source: Neilsen DME Tesco EPOS Data

0

50

100

150

200

250

300

Sale

s U

pli

ft I

nd

ex

0

50

100

150

200

250

300

TV

Rs

OOH 1ST-14TH MARCH

TV 22ND FEB-21ST MAR


EPOS sales data (Tesco)

11%13%14%

12%

Central Granada

OOH & TV effectively driving footfall in store

Intention to visit store

Pre

Post+3%pt -1%pt


OOH & TV Complementary Media

• OOH adds Incremental Reach & Frequency to a TV campaign especially amongst hard to reach TV audiences

• OOH & TV complement each other in terms of time of day, geography and moods

• TV & OOH work effectively together to drive advertising awareness, brand equity, message communications and ultimately consideration to purchase and ROI

Documents

TV and OOH - Complementary Media (slideshare)