Key Takeaways
- Adding OOH viewing to ESPN’s in-home ratings lifts viewing rates for some demographic groups more than others. In particular, Live+Same Day lifts due to out-of-home viewing were higher for females, younger viewers, and Hispanics. Lifts in ESPN audiences due to out-of-home viewing were greatest between noon and 3 PM.
- Geo-location data from mobile phones can now be used to plan and evaluate OOH campaigns: Clear Channel has developed a service called Radar, which consists of a planning tool, an attribution tool, and a mobile amplification estimation tool. The data powering Radar come from a number of sources of anonymized geolocation data from consumers’ mobile devices. These data can be used to select billboards based on consumers’ travel patterns in the prior 30 days – including their likely home and work locations and the retail establishments they had visited. These data can also be used to estimate the lift in visits to a retail location that can be attributed to passing a billboard.
- In a case study, Clear Channel found a lift of 69% in visit rates to stores offering a new PlayStation: Clear Channel billboards were selected to maximize exposure to the brand’s target consumers. Consumers who passed the selected billboards advertising the Playstation were 69% more likely than those who hadn’t passed one of these billboards to visit a store offering the PlayStation. Retargeting the mobile devices of consumers who passed the billboards raised the lift rate another 36%
- A billboard campaign to save endangered species reached 50 million people. The Outdoor Advertising Association of America (OAAA) partnered with National Geographic to create a campaign around a set of photographs of endangered species take by renowned photographer Joel Sartore. Over the course of the campaign, between Memorial Day and Labor Day 2017, these “Photo Ark” images, as , they are called, had appeared on 72,000 out-of-home screens and signs in the top 50 DMAs, reaching 50 million people through OOH media.
Featured speakers
Proving OOH Works with Mobile Location Data
Andy Stevens SVP, Research & Insights, Clear Channel Outdoor
Out of Home – Not Just Billboards
Christian DeBonville Director, ESPN Advertising and Marketing Intelligence, ESPN
Powerful Creative: The National Geographic Photo Ark Campaign
Emma Carrasco Chief Marketing & Engagement Officer / SVP of Global Strategy, National Geographic Society
Stephen J. Freitas Chief Marketing Officer, OAAA
National Geographic Photo Ark Experience:
The National Geographic Photo Ark interactive experience will be displayed at the ARF luncheon. Take your selfie with one of the amazing animal photos! Plus, OAAA is providing a few select 5″x7″ canvas photos signed by National Geographic photographer, Joel Sartore. Some lucky OOH attendees will have the opportunity to bring one home.
Using CCO Radar to Prove OOH Performance
Andy Stevens – SVP, Research & Insights, Clear Channel Outdoor
Stevens explained the methodology behind Clear Channel Outdoor’s Radar measurement system and reviewed a case study for Sony PlayStation.
Sony advertised a promotion for its PlayStation in an OOH campaign with Clear Channel. Consumers who had recently visited electronics stores were identified, and billboard locations were selected to maximize reach among them. The stores that were offering the PlayStation were geofenced. A consumer was counted as a visitor to a particular store if his or her mobile device was within the store’s geofenced boundaries for a dwell time of one minute or longer. According to Radar, 35% of those exposed to the 10-day campaign on Clear Channel’s OOH units visited one of the geofenced stores, compared to 21% of those who had not been exposed – a visit rate lift of 69%. In addition, greater frequency of exposure yielded higher visit rates. The visit rate for the combination of billboard and mobile ads was 36% higher than the visit rate for those who had been exposed to the OOH ads only.
Out of Home – Not Just Billboards
Katie Brown – Associate Manager, Advertising and Marketing Intelligence, ESPN
Christian DeBonville – Director, Advertising and Marketing Intelligence, ESPN
Since April, ESPN has been receiving data from Nielsen’s PPM panel on out-of-home TV viewing. They have found that . . .
- Their out-of-home viewers are younger than their in-home viewers so that lifts over in-home viewing due to including out-of-home viewing are higher for younger people;
- ESPN’s out-of-home viewing audience is more female than its in-home viewing audience;
- ESPN’s out-of-home audience is more Hispanic than its in-home audience;
- Lifts in total ESPN audience due to out-of-home viewing are greatest from noon to 3 PM when ESPN viewing is generally lighter.
- Lifts in total ESPN audience due to out-of-home viewing are largest for the summer months.
The correlation between in-home and out-of-home ESPN program viewership is pretty high, but there are some programs that rank high in out-of-home viewing that don’t rank as high in-home. This is particularly true of ESPN games that are shown on ABC.
Nielsen’s out-of-home audiences do not include people who can see the screen in a bar but can’t hear it because the sound is off. This audibility criterion is built into the measurement system, because the audience estimates are based on a panel of people who are carrying PPMs. PPMs cannot pick up inaudible signals from television or radio.
Powerful Creative: The National Geographic Photo Ark Campaign
Emma Carrasco – Chief Marketing & Engagement Officer / SVP of Global Strategy, National Geographic Society
Stephen J. Freitas – Chief Marketing Officer, OAAA
Joel Sartore, a photographer, has dedicated himself to taking photos of every endangered species he can. So far, he has photographed 7,000 of them, both in captivity and in the wild. He has produced a book with these images, and National Geographic magazine has devoted an issue to them.
The Outdoor Advertising Association of America (OAAA) partnered with National Geographic to create a campaign around these “Photo Ark” images, as they are called. The campaign was aimed at raising awareness of these species and inspiring people to take action to save them. It launched with 19 displays of the images on electronic signs in Times Square, plus mobile trucks and kiosks. The campaign also appeared nationally on digital billboards across the country.
By the time the campaign ended just over three months later, Photo Ark images had appeared on 72,000 out-of-home screens and signs in the top 50 DMAs. The campaign had reached 50 million people through OOH media.
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