Out-of-Home is widely regarded as one of the oldest advertising mediums in the world, but ‘out-of-date’ it is most certainly not. Its ability to leverage new technologies to evolve is unmatched. As a result, Out-of-Home has been able to hold its position as one of the most relevant and impactful broadcast mediums in market.
While audiences are undoubtedly spending more time looking at screens, whether it be computer or mobile, growing populations and increasing urbanisation means Out-of-Home consumption remains incredibly strong. In fact, the advancement and consumer uptake of digital technology has significantly strengthened the power of Out-of-Home. From increased audience measurement and targeting capabilities to more complex, engaging creative campaigns, the future of Out-of-Home is digital.
As 2021 approaches, WARC* has identified several global Out-of-Home insights relevant to the New Zealand market and worth considering when planning an effective Out-of-Home campaign:
Mobile ID data can take Out-of-Home audience targeting to the next level
The use of mobile ID data enables more sophisticated digital Out-of-Home audience targeting, allowing advertisers to build a more detailed picture of key audiences and their proximity to Out-of-Home touchpoints. As a result, advertisers can reach their target in the right place, at the right time, with the most relevant messages. In New Zealand, our measurement tool Calibre uses anonymised mobile ID data to paint a picture of audience movements and identify the most relevant sites for a particular brand campaign.
There is audience appetite for more live broadcast content on digital Out-of-Home screens
Context is key. Breaking news, weather and live transport updates are all popular forms of live content that increase interest and engagement among audiences. A recent study conducted in the UK found that: “Consumers’ brain response was 18% higher when stimulated by relevant content in digital Out-of-Home campaigns, leading to a 17% increase in ad recall, which in turn delivers a 16% sales uplift*.”
Commuters are not just an audience, but potential shoppers
A UK study found that “70% of commuters said they had made purchases after being influenced by outdoor ads they saw on their journeys. Three quarters of spend was on five frequently purchased categories: groceries, clothes, health and beauty, activities and takeaways.”
According to the 2018 census results, the car by far the most commonly used mode of transport in New Zealand, with 73% of New Zealanders saying they travel to work in a car, either as a driver or passenger. Large Format Out-of-Home, with its impressive size and undeniable stature, is highly viewable to people travelling in cars**.
Out-of-Home offers fast, effective reach of both broad and location-specific audiences
With the ever-increasing fragmentation of the media landscape, Out-of-Home is often referred to as “the last broadcast medium”, offering fast, broad reach of national audiences. This holds true in New Zealand, with TV recently being overtaken by digital video as the most used media channel^.
Regional localisation in Out-of-Home is effective in engaging audiences
Like contextually relevant messaging, creative containing localised copy is proven to be more effective than standardised copy. According to a Pigeon Project survey conducted in Australia, 63% of respondents agreed that location based messaging was more interesting^^.
Reach out to your JCDecaux Account Manager to find out how you can apply the above insights to make your Out-of-Home campaign more effective.
Source: *WARC; **Stats NZ; ^rnz.co.nz; ^^Pigeon Project JCDecaux Australia