Combine OOH with other Channels to Strengthen Campaigns
OOH on its own is an incredibly strong advertising medium, however, when used in conjunction with other channels it’s been proven to extend the reach and effectiveness of a campaign.
Consumers today spend 70% of their time outside of their homes making out-of-home (OOH) advertising a prime channel for reaching your target audience. With a low CPM and high ROI, what’s not to love about the traditional channel?
OOH & Online Ads
You might think of these two advertising mediums as occupying two completely different worlds – one physical and one in cyberspace. But with 27% of our year spent online, both mediums actually do a pretty similar job of catching us in our everyday lives.
When OOH is combined with online ads, brands can elevate the effectiveness of their overall campaign by 31% and increase the overall reach by 68%. Used together as part of the marketing mix, these two channels thrive.
Nissan Motor Corporation launched its campaign Elevate Your Urban Drive, a multi-platform campaign to promote its latest Qashqai model.
The campaign consisted of three CGI-led films, including this one in which we helped park a Qashqai on the side of the 49-meter chimney at The Truman Brewery in London! The CGI videos were used as part of their wider marketing campaign and were shared across socials and online ads.
However, the Qashqai really was parked there in a never-been-done-before OOH installation.
OOH & Mobile
Did you know there are more mobile phones in the world than there are people? We’re clearly obsessed with our handsets. So what happens when a relatively new channel like mobile is combined with a traditional channel like OOH?
According to recent studies, when OOH is combined with mobile it can increase a mobile campaign’s reach by 316%.
A great example of OOH working well with mobile comes from Quaker Oats who we helped utilise digital OOH and a special build bus shelter to share the warmth during winter.
The digital OOH activity displayed real-time temperature data, encouraging audiences to scan the QR code and claim a discount off their next purchase of Quaker Oats. Discounts were based on UK average temperature data – the colder the weather average, the bigger the discount. The bus shelter in Kingston, London utilised a LIVE thermal-imaging feed, playfully encouraging audiences to claim their discount off their next purchase of Quaker Oats.
OOH & Social Media
With 45% of the total world population using social media, social is one of the most effective channels for targeting audiences. In its simplest form, the combination of OOH with Social Media could just be a hashtag on a billboard, however, there is a multitude of ways that these channels can work to complement each other.
In 2014, Pepsi Max launched “Unbelievable,” a campaign that beautifully combined digital OOH (DOOH) with Social Media. Featuring an Augmented Reality DOOH stunt, the brand earned over 50 million views online, as well as news coverage and countless awards.
When OOH is combined with Social Media, it amplifies and extends the reach of a campaign from a physical to a digital level. Results from Talon’s 4th space research saw a 48% increase in consumer action when digital OOH was added to a social plan.
OOH is a great amplifier, and when added to your marketing mix as part of a comprehensive strategy, increases campaign performance.
