Documenting value
Beyond the studies already cited, there are some that have documented the value of OOH advertising. A global ‘econometrics’ study conducted by BrandScience, for example, found for every dollar spent on OOH ads, there is a return on investment (ROI) of $2.80 in sales. The same study also explored how adding OOH to the marketing mix can help improve the performance of other paid media.
Meanwhile, an Ipsos study commissioned by the Out-of-Home Marketing Association of Canada (OMAC) examined the impact OOH ads have on engagement, brand recognition, spending and recall. It found OOH generally outperforms TV ads, as it requires a smaller investment to achieve a given level of recall. Over the years, OMAC has also commissioned ‘day in the life’ studies, which have helped calculate the significant amount of time consumers spend outside their homes, where they can see OOH ads.
A DOOH campaign for Vicks in Toronto Transit Commission (TTC) subway stations combined local temperatures and flu data to highlight seasonal symptoms.
Ipsos TouchPoints, a new consumer-centric cross-media study, will provide single-sourced behavioural data to address more detailed questions about who consumes media when, where and how, along with how they feel and what else they are doing at the same time. This will be an important study for the Canadian OOH industry, as it will measure many factors that ad agencies and advertisers will be able to compare against other media.
Also, it will follow in the wake of a 2015 U.S. TouchPoints study, the results of which showed OOH advertising tops all other media in terms of connecting with consumers at the point of purchase (POP). The medium was also found to reach more consumers in the hour leading up to their mobile activities—including e-mail, app use and online shopping—than TV, radio or print ads. Specifically, four out of 10 respondents indicated they had been exposed to OOH ads within an hour before engaging in mobile e-commerce.
Some preliminary results from the Canadian TouchPoints study have already appeared, showing how OOH reaches consumers at various points throughout their day, providing an opportunity to influence their decisions on the ‘path to purchase.’ The full study is scheduled to be released in early 2016.
Unfortunately, many ad industry studies in the past have ignored OOH networks, possibly because they were undertaken with little or no understanding of how to measure the medium’s performance. Indeed, one of the biggest challenges facing the OOH industry is the need for education.
John Casablancas Institute’s ‘Selfie Check’ posters in Vancouver SkyTrain stations encouraged students to post photos on social media.
Boosting education
As the OOH industry continues to go through rapid changes, it needs to play a more active role in educating media planners and buyers about the value and effectiveness of the medium. While OMAC has offered an ‘OOH 101’ course to hundreds of media planners, there is a need to establish a more formal training program.
So, in 2016, based on consultations with industry stakeholders, OMAC and the Canadian Out-of-Home Measurement Bureau (COMB) plan to launch an OOH certification program. Available to media planners, buyers and schools with advertising and marketing classes—which have all expressed initial interest, suggesting the time is right—this new program will offer the fundamentals of OOH product knowledge and hands-on training with planning tools like COMB’s Navigator application, which provides reach and frequency (R/F) data.
Inspiring new ideas
OMAC has also sponsored the Activate OOH conference, which brings industry leaders together to discuss best practices and the evolving role of the medium, including how digital signage, social media and other emerging technologies are transforming campaigns and driving further growth. Agencies and marketers provide real-world examples of creative and innovative OOH ads delivering engaging, interactive consumer experiences and successful business results. The most recent conference took place in Toronto in late October and the next will be held in Montreal in fall 2016.
Rosanne Caron is president of the Out-of-Home Marketing Association of Canada (OMAC) and the Canadian Out-of-Home Measurement Bureau (COMB) and a member of the Sign Media Canada editorial advisory board (EAB). For more, contact her via e-mail at rcaron@omac.comb.org and visit www.omaccanada.ca.
