ARF’s Chief Research Officer, Paul Donato, kicked off the half-day event focused on Out of Home (OOH) media. The three key takeaways from the event were:
- Advances in digital signage are expected to accelerate growth of the medium with projections of $10 billion in advertising revenue by 2018.
- A more mobile society is a plus for the industry.
- Innovative tools are expanding the scope of OOH research.
Barry Frey, CEO, DPAA – Notable research advances include “digital detection” services, such as Quividi. The latter can identify the gender, approximate age, and even the mood of those who pass digital OOH screens. Digital OOH is not subject to the issues facing digital advertising to consumers’ devices such as ad blocking, brand safety, fraud, and viewability.
Andy Stevens, SVP, Research & Insights, Clear Channel Outdoor (CCO) – The company’s product, Radar, consists of a planning tool, an attribution tool, and a mobile amplification estimation tool. The geolocation data enable Clear Channel to track people’s routes and generate estimates of the number of people exposed to their billboards.
Sony advertised a promotion for its PlayStation® in an OOH campaign with Clear Channel Outdoor. Consumers who had recently visited electronics stores were identified and billboard locations were selected to maximize reach. The stores that were offering the PlayStation® were geofenced. A consumer was counted as a visitor to a particular store if their mobile device was within the store’s geofenced boundaries for a dwell time of one minute or longer. Campaign results: 35% of those exposed to the 10-day campaign visited one of the geofenced stores, compared to 21% of those not exposed.
Katie Brown, Associate Manager, Advertising and Marketing Intelligence, and Christian DeBonville, Director, Advertising and Marketing Intelligence, ESPN – The sports network has been receiving data from Nielsen’s PPM Panel on out-of-home viewing to ESPN TV programming. These data capture viewing across a spectrum of locations, adding to existing in-home audience levels.
- The lift in viewing is higher for younger people.
- OOH viewing audience is more female than its in-home (36% vs. 28%).
- There is a significantly higher rate of viewership in OOH audience among Hispanic viewers (14.5% vs. 7.3%).
Emma Carrasco, Chief Marketing & Engagement Officer/SVP of Global Strategy, National Geographic & Stephen Freitas, CMO, Outdoor Advertising Association of America – Joel Sartore, a celebrated photographer, has dedicated himself to taking photos of endangered species. To date, he has photographed 7,000! The OAAA partnered with National Geographic to create a campaign around Joel’s work, dubbed “Photo Ark” images.
Photo Ark images appeared on 72,000 out-of-home screens and signs, including street furniture and digital place-based screens, equivalent to $45 million in donated space. By the time the campaign ended, it had reached 50 million people through OOH media.