Out-of-Home works

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Out-of-Home works




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Presentations text content in Out-of-Home works

Slide1

Out-of-Home works

A wrap-up of research findings published by

OMA members in 2016

January 2017

Slide2

OUT-OF-HOME WORKS

www.oma.org.au

info@oma.org.au

A quick wrap-up of OMA members 2016 research

increases

intrigue

&brand advocacy

we’re twice

as alert

outside the home

creates

engagement

positively

perceived

&

superior reach

increases

campaign

effectiveness

Slide3

increases intrigue by

75

%

www.oma.org.au

info@oma.org.au

Research study proves relevance of traditional broadcast medium

Source: The Adshel Effect research by Fiftyfive5. Click here for more info

An in-depth qualitative and quantitative research study revealed out-of-Home:

OUT-OF-HOME INCREASES INTRIGUE AND BRAND ADVOCACY

increases brand advocacy by

89

%

Slide4

OUT-OF-HOME INCREASES CAMPAIGN EFFECTIVENESS

www.oma.org.au

info@oma.org.au

Research shows campaigns that include Out-of-Home work better

Source: The

Adshel Effect research by Fiftyfive5. Click here for more info

This research looked at the effect of including OOH as part of other media campaigns:

RADIO: increase loyalty by 29% on top of a radio campaign run on its ownPRINT: increase advocacy by 28% on top of a print campaign run on its own

TV:

increase purchase intent by

60

%

on top of a TV campaign run on its own

ONLINE:

increase intrigue by

38

%

on top of an online campaign run on its own

Slide5

OUT-OF-HOME NUMBER

1 FOR UNDER 25s

www.oma.org.au

info@oma.org.au

Research showed reach of OOH

Source: APN Outdoor, Media Attention It’s a Jungle Out There. Click here for more details

A combination of quantitative research and focus groups promoted the case for Out-of-Home to be the centrepiece of more media campaigns. Core findings included:

OOH is

positively perceived

which transfers to the brand. The medium drives brands’ reputation, and conveys luxury and innovation.

OOH

achieves superior reach

as a complementary or standalone media format.

OOH also provides opportunity to

reach consumers at every stage of the consumer journey

, across many different categories.

OOH is considered one of the most effective media formats for reaching Australians, and was

identified by the younger audience [under 25s] as the NUMBER 1

most effective format for reaching them.

Slide6

OUT-OF-HOME CREATES ENGAGEMENT

www.oma.org.au

info@oma.org.au

Study reports 400,000 shopper engagements

Source: oOh!media. Click here for more info

Advertisers are creatively harnessing the technology of digital:

In the

one year across 50 screens

400,000

shopper interactions

Slide7

TWICE AS ALERT AND LIKELY TO ACT OUTSIDE THE HOME THAN INSIDE

www.oma.org.au

info@oma.org.au

Source: OMA Primal Advantage. Click

here

for details

And we are 2.5X more alert compared to screen time at home

Research conducted in real world environments found that overall;

arousal was 98% more outside the home and 150% more for Out-of-Home media versus screen media inside the home.

“This is important news for marketers as we know

arousal drives attention and memory encoding

, both of which are key factors that underpin advertising message impact.”

Dr.

Phil Harris,

Leading consumer neuroscientist and

Honorary Fellow at the University of Melbourne


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