2020 has been an interesting year for the Out-of-Home industry. While restrictions on movement led to a temporary decline in audience viewing, the true influence and power of the channel as broadcast medium was made abundantly clear. Around the world, governments used Out-of-Home to make vital announcements, brands used Out-of-Home to communicate how they were adhering to safety guidelines, and the industry (suppliers) came together to thank frontline workers and citizens for doing their part to keep the community safe. Now, as restrictions ease, and people emerge with a newfound appreciation for the great outdoors, Out-of-Home is more noticeable than ever.
As life returns to ‘normal’, Sophie Pemberton, Group Strategy Director, and Emily Alcorn, Head of Insight, at independent Out-of-Home agency, Talon Outdoor, have created a “four-point guide that advertisers can follow to produce more effective campaigns” among returning audiences. While these guidelines have been created with the UK in mind, they are valuable insights that can be utilised across other markets:
Not all data is created equal: data is invaluable when it comes to campaign planning, but it is critical the correct data is used to maximise campaign effectiveness. For Out-of-Home, location data is increasingly being used to find valuable audience segments and deliver stronger campaign outcomes.
Striking the right balance of digital and static Out-of-Home: Digital Large Format and Static Large Format have different roles and deliver different outcomes for advertisers, however both formats have an important role to play when it comes to planning an efficient and effective campaign. According to Pemberton and Alcorn, digital Out-of-Home “enables brands to not only build cover and create dynamic content but to also improve ROI and achieve short-term business goals”. Traditional static formats, on the other hand, are particularly effective to dominate a space and build brand awareness. The recommended split in the UK is minimum 57% digital allocation.
Say the right thing at the right time: Campaigns that leverage digital capabilities, including weather, traffic, or news updates, are more impactful and engaging than those that do not. Findings from the JCDecaux, Clear Channel and Posterscope ‘The Moments of Truth’ study, showed that “displaying a brand or product at the right moment delivered a +12% increase in brain response”.
Get Creative: The stronger the creative idea, the more impactful and engaging the campaign. Static special builds, innovative digital campaigns, or even a witty copy line can all increase audience engagement.
Source: Returning to the great outdoors: A four-step guide to Out-of-Home effectiveness after COVID-19; WARC Exclusive May 2020