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The Christmas wrapNovember 2015
OOH audience is growing faster than
population, as a result of increasing urban
density.
MOVE’s 2015 data release
shows audience is up
3.4%
year on year, when comparing the same signs.
OOH can expand campaign delivery. It reaches more people
each day than any other media.
% of population reached daily
OOH is delivering more opportunities with new formats.
Digital has the fastest growth, but off a low
base.% growth in
revenue 2014 vs 2012
OOH is being used more often in the media
mix. Market share continues to grow.
% of market share according
to CEASAOOH
Television
Total Online
Radio
OUT-OF-HOME (OOH) IS GROWING
& more share
7.4%Traditional OOH
175.1%Digital OOH
20%Total OOH
5.2%2014
4.8%2013
Calculated on total revenue excluding classifieds and
directories
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More revenueMore reachMore audience
OOH ENHANCES OTHER MEDIA
Maximise coverage and amplify television and online
OOH reaches light, medium and heavy consumers of other
media.
.
OOOH and Television play complementary
roles.
Both deliver high levels of:
AwarenessDesireTrial
Action
Include OOH to increase awareness, desire and action of your Online campaigns.
OOH is strong where Online is not.
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9 out of 10 people leave home
daily
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OOH IMPACTS CONSUMERS
Ready to receive and act on advertising messages
OOH is the lead media in the hour prior to shopping occasions.
61%of shoppers will only be exposed to Out-of-home in the last hour
prior to a shopping occasion.
Advertising on the path to purchase & in-store remain very important.
Bricks & mortar stores account
for 13 times more spending than
online.
People are in a more receptive mindset
when exposed to OOH.
Receptivity by location
People are more alert and impulsive when away from the home.
When people are out of the home; 81% say they are
alert
75% say active
67% say impulsive
In home;88% say relaxed
86% say sleepy
85% say calm
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122105
87
PUBLIC
PLACE
SCHOOLor
WORK
HOME
(Indexed, so average importance = 100)
KEEP OOH CREATIVE SIMPLE
Get to the point and maximise the impact of a glance
Our attention span is decreasing.
Visual information is quicker than sound or
text.
It can take as little as 13 milliseconds (ms) of exposure to interpret an image.
By comparison we hear at 375–400 ms
per word and read at 200–240 ms per word.
The main message should draw the eyes’
attention.
We can shift our gaze up to 3
times per second.
So it’s important the main
message is clear the first time
someone looks.
Less words = more recall.
Studies show:A) Single
messages have higher recall than multiple
messages.B) 7 words or less produces higher recall
than more words.
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OOH IS SUMMER
Why it’s peak season for Outdoor
More money is spent in summer than in any
other season.
Last summer had
9.4%
more retail $’s spent than the average of the previous three
seasons.
Holidays are part of summer.
83.3million overnight trips
were made to year ended June 2015,
up 6%.
3.7million school children are
on holidays.
Day trips are part of summer.
169million day trips were made to year
ended June 2015, up 6%.
20million social/ recreational
trips are made every day.
Outdoor in summer delivers the big
audiences.
83%
Of people say they spend more time outdoors during
summer.
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