OOH three-year study shows sector efficacies

A three-year study of £2.2 billion of media investment across 46 brands in eight sectors has proven the effectiveness of OOH, according to Kinetic Worldwide.

Findings from the Kinetic-led research, carried out in partnership with Clear Channel, Global and JCDecaux, have been compiled into an OOH Playbook, published this week.

The study sought to understand OOH efficacy against a range of brand outcomes including, awareness, positive brand impression, quality, recommendation and value for money.

The OOH Playbook highlights key considerations of effective OOH planning, the cost effectiveness and efficiency of large format over smaller formats – especially in retail and rail environments, the awareness effectiveness of roadside across multiple sectors, the impact of premium environments and formats, plus which environments drive effective recommendations.

The OOH Playbook further demonstrates that:

• Ad awareness is all about long-term memorability. Large format and small format with contextual messaging are key to driving this brand outcome.
• Positive Brand Impression is linked to frequency of messaging and is driven by high-frequency environments like roadside, bus and transport.
• Quality is influenced by the company you keep – media plans that want to drive quality metrics need to include premium sites, premium environments or premium production techniques.
• Recommendation is driven by high dwell-time environments and is understood through Confirmation Bias – we spend more time with things we like.
• Value for Money is about making people feel that what they’re paying for something is worth it. This is driven by high dwell-time and premium environments.

Jennie Roper, head of insight at Kinetic commented: “The OOH Playbook proves that OOH works first and foremost. And it confirms a lot of the received wisdom that the OOH industry has traded on over the years. For example, if you want to drive quality it is all about the company that you keep and you need to invest in quality formats and environments.

“There are some findings that raise the importance of different facets of media planning that have often been underplayed. For example, the importance for planners to look at frequency levels and the role that dwell time plays in the purchase funnel. By understanding the role of OOH beyond a CPT raises the bar of OOH media planning.”