C H A R I T Y S E C T O R

O O H O P P O R T U N I T I E S

I N S I G H T S

NOVEMBER & DECEMBER ARE KEY MONTHS FOR DONATING TO CHARITY

A recent CAF UK Giving 2018 report shows that donating money to charity in 2017 peaked in November and December.

This coincides with major national appeals and Christmas campaigns.

On average consumers are donating £20 a month.

Source: CAF UK Giving report Feb 2018

MEDICAL RESEARCH IS THE MOST POPULAR CHARITABLE CAUSE

Over a quarter of the UK population (26%) donate to medical research causes - with the mean amount donated £12.

Whilst more people (25% vs 19%) donate to

animal welfare charities than overseas aid and disaster relief; the latter receives £9 more (£21 vs £12).

Source: CAF UK Giving report Feb 2018 (Causes donated to’ based on fieldwork conducted from May to December 2016. Base: n=2,903. Donors are defined as having donated money in the four

weeks prior to interview.)

GIVING ACROSS THE UK

• The North East has one of the highest rates of giving; 43% have donated or

sponsored in the past 4 weeks vs 37% UK avg.

• 2.2 million Londoners donated money to charity in the past 4 weeks- that’s 31% of London’s population.

• People in the South West are the most likely to give goods to charity- 62% vs 56% UK avg.

• The East of England has the least engaged young people- 44% of 16-24

years olds took part in charitable action in the last 4 weeks vs 56% UK avg.

43%OF PEOPLE IN

THE NORTH EAST DONATED TO

CHARITY

62%OF PEOPLE IN

THE SOUTH WEST GAVE GOODS

TO CHARITY

2.2mLONDONERS DONATED TO

CHARITY

Source: CAF UK Giving report Feb 2018 (* in the last 4 weeks)

YOUNGER AUDIENCES CONSIDER CHARITY DONATIONS IN THEIR WILL

2018 TGI reveals that the younger audience are much more inclined to consider leaving a gift to charity in their will with over 4 in 10 stating they would.

This audience are also 24% more likely than the average UK adult to consider this charitable gift.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

15-24 25-34 35-44 45+

I would consider leaving a gift to charity in my will

GB TGI 2018 Q2 (January 2017 - December 2017)

i124

i108i102

i90

CHARITABLE ACTIVITIES

Audiences differ in their charitable activities.

When looking at the younger audience,

it’s about on the ground contribution whether that be through volunteering at a charity shop to organising an event.

GB TGI 2018 Q2 (January 2017 - December 2017

115

0

20

40

60

80

100

120

140

15-24

108

25-34

123

35-44

111

45+

Helped in a charity shop

Organised an event

Contribution through salary

Other voluntary work

W H Y O O H ?

Source – Nielsen

OOH ONLY MAKES UP 2% OF AD SPEND ….

TV

29%

Digital

8%

Press

7%Direct

Mail

46%

Radio

4%

OOH

2%

Door

Drops

4 %

Cinema

1%

Source: Omnicom Media Group Benchmarketing

Recent study reveals that media planning optimisation occurs when OOH receives an allocation of 9-16%

The market, on average, should be spending more on OOH at all budget levels

HOWEVER, MEDIA PLANS NEED TO BE OPTIMISED WITH HIGHER INVESTMENTS IN OOH

12%

16%17% 17%

13%

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2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

Ad

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Low Budget Average

10%

15%

13%

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Medium Budget Average

Current spend 4.3%

9%

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High Budget Average

Source – IPA 2018

THE MEDIA LANDSCAPE CONTINUES TO EVOLVE

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

Live TV

Broadcast Radio

Digital Radio/Audio

Cinema

OOH

Newspaper (Print/Digital)

Magazine (Print/Digital)

VOD

Social

Internet

Average Hrs Consumed per Day (Ads 15+)

2015 2016 2017

UK adults are spending

8 hours a day consuming media

That’s a year on year

growth of 9%

Source: IPA Touchpoints, Millward Brown AdReaction survey 2017, Talon Campaign Benchmarks 2018

OOH HAS UNIQUE STRENGTHS WITHIN THE MEDIA CHANNEL MIX

IMPACT

Seeing a brand on premium DOOH increased consumers’ positive

association with ‘Fame’ metrics by 12%

DRIVING BRANDING

98% reach of UK adults per week

Average spontaneous brand awareness increase

of +78%

LIKEABILITY

Nearly 40% of people

are positive towards OOH ads vs 16% for online*

TRUST

Talon Benchmark data shows an average uplift of 26% in trust when OOH is part of the

media mix

OOH exposure drove people online:- 31% of exposed visited the

brands website- This drove a +29% increase

in weekly visits during the campaign.

JUPITER ASSET MANAGEMENT

OOH GENERATES CALL TO ACTION

80% of mums exposed to the Kinder campaign took some kind of action.

95% would consider purchasing in the future.

KINDER JOY

Average digital impact of brand/ad awareness +30%. Digital drove: - Footfall - Acquisition - Greater frequency

SPECSAVERS

Source: Talon campaign effectiveness

C A S E S T U D I E S

SPORT RELIEF

Objective: To evaluate the effectiveness of the Sport Relief OOH campaign in

driving awareness of the new brand proposition and awareness, consideration and download of the Sports Relief app.

Methodology: Pre/Post OOH campaign analysis conducted via an online survey. Included respondents with different levels of fitness

Results: The OOH campaign successfully drove awareness of the app and increased consideration of app downloads.

Source – Talon Insight

+55%INCREASE IN AD

AWARENESS

29%LIKELY TO

DOWNLOAD THE APP

+46%POST EXPOSED SAID IT STANDS

OUT FROM OTHER CHARITIES

PRIDE

• By adding FMDOOH to a social schedule for Pride in London brand impact

increased by 36%.

• FMDOOH and social have worked in unison to not only drive brand awareness of the Pride in London event but deepen consumers personal investment with the organisation and spark conversation.

• +55% increase in consumer action, with the campaign generating word of mouth.

• +64% increase in positive emotion

towards the campaign.

• Whilst both media elements worked in harmony for this campaign, it was

FMDOOH that drove effectiveness along the brand funnel. With stronger metrics for every brand impact KPI.

+36% INCREASE IN

EFFECTIVENESS

+64% INCREASE IN

POSITIVE EMOTION

+55%INCREASE IN CONSUMER

ACTION

O O H O P P O R T U N I T I E S

A N D E X A M P L E P A C K S

2018

• Breast Cancer Awareness Month October 2018

• World Mental Health Day 10th October 2018

• Movember November

• Children in Need 16th November 2018

• World AIDS Day 1st December 2018

• Christmas Jumper Day 14th December 2018

TARGET KEY TIMES AND EVENTS FOR CHARITABLE DONATIONS

2019

• Dry January January 2018

• World Cancer Day 4th February 2019

• Random Acts of Kindness Day 17th February 2019

• Red Nose Day 15th March 2019

• WWF World Earth Hour 30th March 2019

• Easter Sunday 21st April 2019

• Earth Day 22nd April 2019

• London Marathon 28th April 2019

• Ramadan 5th May 2019

• The Moon Walk 11th May 2019

• Pride in London 6th July 2019

• Prudential RideLondon 3rd August 2019

• Stand Up To Cancer September 2019

• The Great North Run 8th September 2019

C R E A T I V I T Y I N O O H

CREATIVE FLEXIBILITY

SPECIAL BUILDS

DIGITAL OOH

• Face imagery tends to attract the most attention, so is a good way to draw in and engage the audience.

• Headlines also enjoy high fixation rates

across charity creatives, but can some-times detract from the Sub-Message, which often

includes the call to action. It’s therefore important for this element to stand out in it’s own right, ensuring attention to the area.

• Simplicity is key - too many elements or text can hinder engagement to many areas.

• Logos tend to underperform across the board. Charities who increase its size or provide a strong contrast to the background tend to enjoy increased interaction with the branding.

Source: Talon Canvas

CHARITY CREATIVE LEARNINGS