In recent months, we’ve written about how important it is for brands to continue advertising through challenging times. We’ve also talked about how trust is important, and consumers want to trust the brands they choose are doing the right thing, whether environmentally, for shopper and staff safety or just following the rules. Combining those two things has led to advertisers and agencies having to trust us with their investment. Trusting that as OOH Specialists we’ll always deliver the best and strongest campaigns, that we’ll negotiate rates and any cancellation requests, and that campaigns look brilliant while they’re in-charge.
This week, we’re delighted to be able to show the benefit in continued advertising and that the trust in Out of Home has paid off.
Collaboration across the OOH Industry has proven positive outcomes for advertisers during restrictions, with those investing seeing an average +51% shift in ad recall, and 16% uplift in purchase intent. These results show that the effectiveness of OOH campaigns has not diminished between March and September 2020, reflecting the return of audiences during the summer.
The research, which was undertaken by UK media owners and OOH agencies, including Posterscope, and endorsed by Out of Home industry body Outsmart featured campaigns using a raft of OOH media owner sites. The robust study demonstrates not only that Out of Home ads across brands in categories including automotive, FMCG and retail were seen and recalled, but also translated to physical actions, cutting through to consumers in terms of positive actions at the bottom of the marketing funnel.
The overall campaign outcomes showed shifts in test and control scenarios for brands:
- +51% increase in top of mind awareness
- +51% increase in Ad recall
- +3% increase in consideration
- +16% increase in purchase intent
Studies which analysed effects on footfall showed an increase of over twice the audience visiting a store in a test and control environment.
For particular categories, like automotive, the effect of brands not going dark as the UK came out of the initial lockdown period has proved noticeably beneficial. Overall top of mind awareness for brands increased substantially by an effect one and a half times stronger than for other categories. Automotive advertisers also saw a +5% increase in consideration and a +35% increase in purchase intent.
As high street and roadside Out of Home audiences have returned to normal, some of the key measures affected positively by campaign reach and activation have performed better than expected and above previous levels. This could be due to a less cluttered advertising environment driving greater stand out, but also shows strong audience reach numbers as the industry has flexibly adjusted many campaigns to reach known high audience locations.
Brand impact results were collated from over 65 Out of Home campaigns that ran during the 2020 pandemic, between March and September. Results were collated from campaign effectiveness studies from across the industry, from OOH specialists and media owners, which were merged to look at the overall effect of OOH on measurable outcomes. Data on key brand metrics such as awareness, advertising recall and consideration, as well as store footfall, was analysed among two sample group: those exposed to the OOH campaign vs those who were not exposed to the campaign. This allowed us to see the incremental uplift in key brand metrics as a result of being exposed to OOH advertising.