THE WINNING HAND #7
OOH delivers across four main factors - at Talon, we call these the ACES. We play these four ace cards to make sure your media plan succeeds: Audience, Creative, Effective & Sustainable.
Please click here if you missed the previous edition.
We're sharing more bite-sized ACES from across the industry - showcasing OOH's winning hand. Enjoy!
?? AUDIENCE
Research from The IPA (Institute of Practitioners in Advertising) found that:
Broad patterns of media usage have shifted back to long-established norms
With the end of lockdowns and a return to normality, media consumption has shifted back to habitual norms, with OOH is once again the top consumed media between 12pm-4pm.
OOH has become the only channel to deliver 90%+ weekly reach
With a reduction in commercial live / recorded TV, OOH leads the industry as the only commercial media which has the ability to reach over 90%+ of the population weekly in isolation.
Online digital media continues to grow share of media time
With consumers spending more time on smartphones while commuting, OOH is uniquely positioned to reach and prime commuters where attention is shared between online and offline channels.
?? CREATIVE
Yes, it really is parked there!
领英推荐
Nissan Motor Corporation launches ?Elevate Your Urban Drive? a multi-platform campaign to promote its latest Qashqai model.
The campaign consists of three CGI-led films, including this one in which a Qashqai parks on the side of the Truman Brewery in London.
However, the Qashqai really is parked there in a never-been-done-before OOH installation ??
?? EFFECTIVE
OOH is a channel accessible to all brands and spend levels. It is highly effective at driving brand impact for low spenders and newly launched brands. Couple this with OOH’s traditional role as a brand builder and trust driver, it is the perfect channel for brands looking to make a BIG impact.
Effectiveness Manager, Lucy Baumgartner , explains our Talon Benchmarks proving that lower budgets are no barrier to effectiveness in OOH.
?? SUSTAINABLE
Alice Date , Group Sustainability Manager at Talon, writes for WARC on the importance of a uniformed method when measuring sustainability.?While carbon emissions must be reduced, how we measure them within the advertising hasn’t been standardised, creating challenges for advertisers and agencies alike.
We hope you enjoyed this month's snapshot of OOH's ACES from across the industry - showcasing OOH's winning hand.
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