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Media Intelligence : 2009 - 2010
out of home Campaign research – an essential measurement Sara Lappage oOh!media Marketing and Sustainability Director What will the new MOVE measurement system mean for the industry? MOVE will provide advertisers with reach and frequency results for multiple out-of-home (OOH) formats across an entire campaign. We expect its introduction will see agency and client confi dence in OOH advertising grow and as a result out-of-home should experience a lift in its share of the advertising dollar. In the UK, OOH had a four per cent market share, however with the introduction of an audience measurement system this has increased to a 10 per cent share. Similarly in Spain, the out-of-home sector gained a seven per cent share – up from three per cent – after their measurement system was introduced. What are clients typically asking for in terms of research, and how are you delivering? Clients are continually looking to research the effectiveness of their out-of-home campaigns. At oOh! we invest heavily in third party research, undertake specifi c research studies with a professional research and analytics company, such as our recent “How we really shop” research project and work with individual clients to provide research on their campaigns. Through our individual campaign research we are able to provide clients with results about top of mind awareness, brand category consumption, brand preference, ad and media recall scores as well as purchase intent. What sort of technologies and innovations are you integrating into your products and campaigns? oOh! is constantly looking at developing and introducing new technologies and innovations across all of our formats to enhance the impact of our clients’ campaigns. Some of our recent innovations include the introduction of Audio ShopaLites and the development of digital ShopaLites that are ‘mobile’ and therefore able to be moved from place to place. As mobile phone dependency increases, we’ll see out-of-home integrating more technology into the medium, which will provide advertisers with the opportunity to not only broadcast their message but enhance consumers’ engagement with their brand. We believe the next fi ve years will see further development of interactive technology on signs, enabling consumers to receive and react to offers or deals, turning out-of-home into a direct response and information rich media. Has your selling proposition to both agencies and brand managers undergone signifi cant changes, particularly in light of the economic circumstances? oOh!’s fi rst quarter revenues actually increased, which is in stark contrast to many other media players. Despite the economic downturn, we have not changed our selling proposition – we continue to promote the impact and return on investment that can be achieved through our products. From our perspective the only real change that we have witnessed as a result of the current economic climate is that we are seeing a very short market. This is based on the fact that clients, like consumers, are very cautious with their decisions at the moment. How are you integrating across platforms? With oOh!’s wide range of product offerings we can present clients with an integrated outof-home strategy to deliver brand awareness and infl uence point of purchase decisions thus delivering the full journey to sale. Our oOhretail! and oOhfactor! Experiential offering complement each other very well and is offered as an integrated package to clients. With shopping centres dominating the retail landscape, our ShopaLite Live offer provides a tremendous marketing opportunity for advertisers to combine a billboard campaign with an experiential campaign where promotional staff offer consumers samples, vouchers or product information. Enviro-imaging breaks new ground Greg Burlow MD, Look Media Do you think that clients see your method of delivery as an overall part of their strategy or is it more of an add on? Part of our company’s strategy when talking to media buyers or marketing managers is getting the message across that the benefi t of using the services we offer should be part of an overall strategy. In a lot of cases we are certainly being looked upon as being just last minute. If you look at what’s happening with TV and 53 MEDIA Trends + Strategy p48-50,52_outOfHome.indd 52 p48-50,52_outOfHome.indd 52 3/7/09 12:03:42 PM 3/7/09 12:03:42 PM radio, that really should change because the key element we can offer clients and audience is tangibility, including: product sampling; utilising the environmentally-friendly smart cars in which we’ve just implemented 26 inch plasma screens in the back, and also rear projections units which are hooked up to Apple Mac computers. We also have walkers for events and promotions who can carry back-lit 8ft poster executions which really stand out and are great for getting into public landscape, events, in busy city locations. These are very popular with Coles. We’re trying to implement as many new technologies as we can that allow us to record how many people down-loaded, up-loaded, how many samples were distributed. So our post-campaign report can offer hard facts on what transpired. What are you doing in the coming year that will be of interest to agencies and marketers? Of most interest is enviro-imaging – we’re marketing it as “enviro-stencilling”. It’s a new product to Australia and, effectively, we ‘clean’ the message into urban footfalls by making a steel stencil and then clean the logo into the dirty footpath. Enviro-stencilling is completely legal, environmentally friendly and we’re not grafi ttiing – there’s no chalk and no paint – and it lasts about 10 weeks. We started marketing this product in May. What’s the biggest challenge facing out of home in the next year? Educating people in charge of media spend on the benefi ts of what we offer. As we’re a very mobile society, we can actually get the message to people where it’s most important. Our company works in an uncluttered environment: I think that’s one of our key selling benefi ts.
MT Resource 2010