Getting the Most Out of OOH Lara Menzies Marketing Who is COMMB? - - PowerPoint PPT Presentation

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Getting the Most Out of OOH Lara Menzies Marketing Who is COMMB? - - PowerPoint PPT Presentation

Feb 23, 2023 316 likes •1.07k views

Getting the Most Out of OOH Lara Menzies Marketing Who is COMMB? Canadian OOH Marketing & Measurement Bureau - the industrys national trade association Tripartite (advertisers, ad agencies & OOH companies) OOH company

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Getting the Most Out of OOH

Lara Menzies Marketing

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18,000+ Indoor Faces 45,000+ Outdoor Faces 270+ Markets

Who is COMMB?

Canadian OOH Marketing & Measurement Bureau - the industry’s national trade association

  • Tripartite (advertisers, ad agencies & OOH companies)
  • OOH company members represent over 90% of OOH revenue across Canada
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Out-of-Home

Place-based Billboards Street Level Transit

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Source: PQ Media 2019

OOH Revenue is Growing

Global OOH advertising revenues have grown in each of the last nine years (2010-2018), with an average growth of 7.5% per year over the period, to reach $ 5 6 billion in 2 0 1 8 . The Canadian OOH industry continues to see 5% growth YOY to approximately $745 million measured and non-measured in 2018. 2019 estimated revenue $825 million.

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Top Brands Using OOH in 2019 included:

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Consumers Are Alert & Attentive Outside Their Home

“State of arousal drives attention & memory encoding which are key factors that underpin the impact of advertising.” Phil Harris, Neuroscientist

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OOH Advertising Gets Noticed

79% of respondents say they pay attention to OOH Highest attention levels are among 18-34 year olds at 85%

Source: 2019 Canadian Shopper Survey

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Consumers Take Action After Seeing an OOH Ad

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Awareness + 7% Consideration + 6% Quote goals + 63%

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Amplify Social and Mobile with OOH

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Maximize Reach and Sales

Source: “Global FMCG-Food and Beverage Consumer Journey Study” by Accenture (Facebook-commissioned study of 5,539 people ages 18+ in FR, DE, UK), Jun–Jul 2018.

Better Together: Facebook and OOH

Uplift factor in likelihood to purchase

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OOH and Mobile

Addition of OOH & Mobile + 300% reach

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8,400 click throughs 6.4 million ad impressions 1.9 million unique users

Mobile Retargeting

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Innovative Ways to Use OOH

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OOH Best Practices

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Simplicity

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Brand Clearly and Strongly

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Engage with your Audience

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Contextual Creative

Consider Your Media Environment

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345K earned media impressions and 836 stories. Instagram followers + 565% Twitter/ IG engagements + 755% .

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Sequential & Multiple Executions

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Message Style

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Dramatic Visuals

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Use High Contrasting Colours

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Colour Contrast

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Type Face

Simple style fonts are recommended for OOH Letter & word spacing key to readability Legibility

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Quantifying OOH’s Effectiveness

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Australia, China, Germany, UK, Malaysia

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Context & Relevance

Putting the right brand in the right environment builds stronger connections, awareness and recall.

Scale & Dom inance

Impactful creative gets noticed and leaves a lasting impression.

OOH Delivers .......

Propaganda & Prom otion

Launching a product or idea in a very public way gets people thinking and talking about it.

Synergy & Sym biosis

Enhancing OOH campaigns with the latest technology drives audience interaction and positions brands as innovative and forward- thinking.

Positive Disruption

Campaigns that provide “that moment” of wit

  • r humour in

everyone’s day create positive disruption without being interruptive.

Repetition & Absorbency

Multiple formats and high frequency drive positive associations with brands.

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New Outdoor Measurement Enhances Audience Targeting

Anonymous and aggregated location information from smart phone applications, traffic counts, travel surveys and other sources are being used to build a better understanding of population movement within a city.

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More Granular Audience Information

Compare and rank individual outdoor faces and place-based venues on their ability to reach a specific target group.

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WOOH Congress-Toronto

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OOH E-News

Register at COMMB.ca

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Thank You! For more information contact Lara @ lmenzies@comb.ca