Effective OOH: Cross-Channel Benchmarks Prove OOH’s New Role in the Media Landscape
By Lucy Baumgartner, Senior Effectiveness Executive.
In an increasingly fragmented media landscape, cross channel measurement is a hot topic. As each media channel’s roles and capabilities continue to evolve, it is becoming more difficult to effectively assess and compare their performance. However, cross channel measurement is fundamental in understanding the role of each channel within the wider media ecosystem and how best to implement each channel to achieve your campaign objectives.
At Talon, a consistent approach to measurement in line with OnDevice Research has allowed for the effective comparison of OOH (Out of Home) benchmarks to those of other media channels. This analysis has reinforced that OOH’s position within in the wider media landscape has changed significantly. OOH’s role and the way it is used within media plans needs to be re-evaluated to reflect the fundamental part it is now playing across the entire brand funnel.
OOH is continuing to fulfil its traditional role of driving brand fame and trust. Paper and paste campaigns deliver an average uplift in unprompted brand awareness of +8% while also delivering an astonishing +10.3% uplift in brand trust. Meanwhile, long term benchmark analysis has shown that cut through on digital channels is becoming more difficult, with average uplifts in unprompted awareness dropping from +3.5% in 2018-2019 to +2.6% in 2020-2021.
However, the rapid development of DOOH (Digital Out of Home) and PrOOH (Programmatic OOH) has seen OOH take on new functions that were traditionally only associated with online performance channels. PrOOH is now able to deliver stronger uplifts across bottom funnel metrics compared to online digital and social channels.
On average, Talon Atlas campaigns drive uplifts of +4% in brand preference, and +5% in purchase intent. Meanwhile, digital sees purchase intent levels remain stable (+0.2%), and social delivers a +1.7% uplift.
The effectiveness of OOH to influence and resonate with consumers is unsurprising in the context of Kantar’s recent Media Reactions which placed OOH and DOOH as 3rd and 5th respectively as consumer’s top preferred channels. Much of this is down to consumer’s desire for in-person experiences and a push against what’s viewed as invasive and untrustworthy online channels. These trends are expected to continue into next year, with VIOOH’s State of the Nation report predicting PrOOH alone will continue to grow on average by a third over the next 18 months.
Use OOH to reach your campaign objectives
These benchmarks demonstrate how OOH is now able to achieve a much broader set of objectives, hitting each level of the brand funnel through a blend of multiple formats and strategies that OOH and DOOH offer, communicating with consumers in a way that they are receptive to. Classic paper and paste continues to deliver the brand fame and cut through that OOH is synonymous. By tapping into data and utilising audience targeting, reactive activation and dynamic creative, OOH can go beyond being a canvas for eye-catching brand campaigns to driving preference and purchase intent.
Want to know more about using OOH to reach your campaign objectives? Get in touch with your Talon representative or alternatively, drop us an email.
