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Media Intelligence : Media Trends+Strategy 2012
Engaging with the creative community out of home 66 MEDIA Trends + Strategy MEDIA Trends + Strategy What are the latest technologies and innovations in the OOH space? As more technological advancements are made, there are more opportunities to integrate OOH with other media and more ways to engage the consumer. Some of the interactive campaigns that have become popular include QR codes, bluetooth and Wi-Fi to encourage consumers to link to videos and websites from mobile devices as well as touch screens. Advertisers can also utilise sampling through vouchers or products on street furniture and retail panels. Bus shelters can be customised and themed – even to include sound and smell. Printing technology is enabling stand out effects such as 3D, lenticular, reverse printing, shimmering discs and die cuts to create different effects. Near field communication (NFC) looks set to be the next big thing to hit. The NFC system allows mobile phone users to tap their handset against activated billboards and posters on streets or in shops to receive content such as electronic brochures, coupons or videos. Most recently, a JCDecaux campaign for the prime time TV series “ The Renovators” encouraged users to tap to download a ringtone, while Sydney radio station Nova FM has enabled users tapping to stream radio. There has been an increase in the number of digital panels in the marketplace in recent years throughout shopping centres, train stations and airports and we can be certain digital is going to continue to have a substantial impact on the future of OOH advertising in Australia. What does the MOVE measurement system mean for the industry – for advertisers and operators? Recently MOVE underwent its first full data and methodology update resulting in a 13.6% increase on audiences reported. Response from the advertising industry has been positive with agencies embracing the system and advertisers expecting to see MOVE results aid their decision making. This positive feedback from MOVE users has been backed up by robust industry revenue figures. Since its launch in February 2010, MOVE (Measurement of Outdoor Visibility and Exposure) has become an important part of the OOH buying process. OOH operators and media agency buyers are able to quantify the audience they previously could only guess or estimate. The MOVE system enables buyers to see how a particular OOH location scores, and also how a campaign for a single format or for multi-formats will deliver. Accountability is ever more crucial as advertisers look to understand, analyse and maximise returns for their marketing budgets. MOVE provides data which makes it possible for buyers to compare channels with similar spends, and this data paints a very good picture that OOH reaches a broad audience cost effectively. The release of scores as Likelihood To See (LTS) rather than total audience, or Opportunity To See (OTS) figures, enables buyers to understand who on average will actually see the space and enables them to qualify the delivery of their campaign. To demonstrate this more clearly, MOVE data tells us that from the total audience of all faces in Sydney based on OTS we are able to work out that on average a person will pass 56 faces. Doing the same with the total LTS audience we find a person will pass 26 faces. MOVE offers a more accurate report of OOH campaigns and ultimately provides buyers the accountability they need and this, in turn, creates comfort with advertisers that OOH will create a return for their business. How is Out-of-Home being integrated across platforms? Out-of-Home enables advertisers to reach consumers when they are out and about. On average this consists of 3.7 trips per person, per day. The key to understanding the role of OOH in a campaign and which formats to use is about understanding how a person may be exposed to OOH in their daily life. Media agencies can plan multi-format campaigns to achieve their overall reach and frequency objectives and also to specifically target them at different stages i.e . in the path to purchase. A recent UK study into advertising “recency” provides some insight on shopping behaviour and the potential for OOH to greatly impact buying decisions. When respondents were asked which advertising media they had seen in the 30 minutes just prior to shopping, OOH advertising had the highest level of recall at 40%. This is not just about point-of-sale, but the whole customer journey to the shop itself, which begins the moment shoppers leave their homes or offices. For example, you can reach someone on their way to the supermarket via roadside billboards, bus shelters and taxi backs that they see on the drive there; advertising panels outside the supermarket entrance; and finally through to the floor decals in-store. One of the greatest advantages of MOVE is that it allows media buyers to easily plan and purchase cross- format campaigns from different OOH operators. What sort of initiatives is the OMA working on to drive the profile of OOH to advertisers? The OMA is committed to the ongoing improvement of MOVE through regular system and software updates, and we are looking at a whole raft of improvements to MOVE including a planning tool to make buying OOH even easier. We will invest in additional research to prove the power of OOH further to our recent OUTSMART research which shows that OOH drives high ROI in its own right and improves other media channels when used as part of an integrated campaign. For a medium that is not content driven, the execution of the creative message is OOH’s most important asset. The OMA will develop initiatives that engage directly with the creative community to encourage clever, smart and effective creative campaigns. We have recently launched new branding for both MOVE and the OMA to better reflect the contemporary and progressive OOH industry we represent. We are in the process of developing a suite of useful tools for advertisers, including a new website that will be information rich in proving the power of OOH. Charmaine Moldrich CEO, OMA p64-67_outOfHome.indd 66 28/11/11 2:06:04 PM
MT Resource Guide 2011
MT Resource Guide 2012