C H A R I T Y S E C T O R O O H O P P O R T U N I T I E S...Source: IPA Touchpoints, Millward Brown...
Transcript of C H A R I T Y S E C T O R O O H O P P O R T U N I T I E S...Source: IPA Touchpoints, Millward Brown...
C H A R I T Y S E C T O R
O O H O P P O R T U N I T I E S
I N S I G H T S
NOVEMBER & DECEMBER ARE KEY MONTHS FOR DONATING TO CHARITY
A recent CAF UK Giving 2018 report shows that donating money to charity in 2017 peaked in November and December.
This coincides with major national appeals and Christmas campaigns.
On average consumers are donating £20 a month.
Source: CAF UK Giving report Feb 2018
MEDICAL RESEARCH IS THE MOST POPULAR CHARITABLE CAUSE
Over a quarter of the UK population (26%) donate to medical research causes - with the mean amount donated £12.
Whilst more people (25% vs 19%) donate to
animal welfare charities than overseas aid and disaster relief; the latter receives £9 more (£21 vs £12).
Source: CAF UK Giving report Feb 2018 (Causes donated to’ based on fieldwork conducted from May to December 2016. Base: n=2,903. Donors are defined as having donated money in the four
weeks prior to interview.)
GIVING ACROSS THE UK
• The North East has one of the highest rates of giving; 43% have donated or
sponsored in the past 4 weeks vs 37% UK avg.
• 2.2 million Londoners donated money to charity in the past 4 weeks- that’s 31% of London’s population.
• People in the South West are the most likely to give goods to charity- 62% vs 56% UK avg.
• The East of England has the least engaged young people- 44% of 16-24
years olds took part in charitable action in the last 4 weeks vs 56% UK avg.
43%OF PEOPLE IN
THE NORTH EAST DONATED TO
CHARITY
62%OF PEOPLE IN
THE SOUTH WEST GAVE GOODS
TO CHARITY
2.2mLONDONERS DONATED TO
CHARITY
Source: CAF UK Giving report Feb 2018 (* in the last 4 weeks)
YOUNGER AUDIENCES CONSIDER CHARITY DONATIONS IN THEIR WILL
2018 TGI reveals that the younger audience are much more inclined to consider leaving a gift to charity in their will with over 4 in 10 stating they would.
This audience are also 24% more likely than the average UK adult to consider this charitable gift.
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
15-24 25-34 35-44 45+
I would consider leaving a gift to charity in my will
GB TGI 2018 Q2 (January 2017 - December 2017)
i124
i108i102
i90
CHARITABLE ACTIVITIES
Audiences differ in their charitable activities.
When looking at the younger audience,
it’s about on the ground contribution whether that be through volunteering at a charity shop to organising an event.
GB TGI 2018 Q2 (January 2017 - December 2017
115
0
20
40
60
80
100
120
140
15-24
108
25-34
123
35-44
111
45+
Helped in a charity shop
Organised an event
Contribution through salary
Other voluntary work
W H Y O O H ?
Source – Nielsen
OOH ONLY MAKES UP 2% OF AD SPEND ….
TV
29%
Digital
8%
Press
7%Direct
46%
Radio
4%
OOH
2%
Door
Drops
4 %
Cinema
1%
Source: Omnicom Media Group Benchmarketing
Recent study reveals that media planning optimisation occurs when OOH receives an allocation of 9-16%
The market, on average, should be spending more on OOH at all budget levels
HOWEVER, MEDIA PLANS NEED TO BE OPTIMISED WITH HIGHER INVESTMENTS IN OOH
12%
16%17% 17%
13%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Ad
aw
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Bra
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f O
OH
Low Budget Average
10%
15%
13%
16%
10%
Ad
aw
are
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ss
Bra
nd
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are
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Co
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In
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Medium Budget Average
Current spend 4.3%
9%
14%
10%
13%
9%
Ad
aw
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High Budget Average
Source – IPA 2018
THE MEDIA LANDSCAPE CONTINUES TO EVOLVE
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
Live TV
Broadcast Radio
Digital Radio/Audio
Cinema
OOH
Newspaper (Print/Digital)
Magazine (Print/Digital)
VOD
Social
Internet
Average Hrs Consumed per Day (Ads 15+)
2015 2016 2017
UK adults are spending
8 hours a day consuming media
That’s a year on year
growth of 9%
Source: IPA Touchpoints, Millward Brown AdReaction survey 2017, Talon Campaign Benchmarks 2018
OOH HAS UNIQUE STRENGTHS WITHIN THE MEDIA CHANNEL MIX
IMPACT
Seeing a brand on premium DOOH increased consumers’ positive
association with ‘Fame’ metrics by 12%
DRIVING BRANDING
98% reach of UK adults per week
Average spontaneous brand awareness increase
of +78%
LIKEABILITY
Nearly 40% of people
are positive towards OOH ads vs 16% for online*
TRUST
Talon Benchmark data shows an average uplift of 26% in trust when OOH is part of the
media mix
OOH exposure drove people online:- 31% of exposed visited the
brands website- This drove a +29% increase
in weekly visits during the campaign.
JUPITER ASSET MANAGEMENT
OOH GENERATES CALL TO ACTION
80% of mums exposed to the Kinder campaign took some kind of action.
95% would consider purchasing in the future.
KINDER JOY
Average digital impact of brand/ad awareness +30%. Digital drove: - Footfall - Acquisition - Greater frequency
SPECSAVERS
Source: Talon campaign effectiveness
C A S E S T U D I E S
SPORT RELIEF
Objective: To evaluate the effectiveness of the Sport Relief OOH campaign in
driving awareness of the new brand proposition and awareness, consideration and download of the Sports Relief app.
Methodology: Pre/Post OOH campaign analysis conducted via an online survey. Included respondents with different levels of fitness
Results: The OOH campaign successfully drove awareness of the app and increased consideration of app downloads.
Source – Talon Insight
+55%INCREASE IN AD
AWARENESS
29%LIKELY TO
DOWNLOAD THE APP
+46%POST EXPOSED SAID IT STANDS
OUT FROM OTHER CHARITIES
PRIDE
• By adding FMDOOH to a social schedule for Pride in London brand impact
increased by 36%.
• FMDOOH and social have worked in unison to not only drive brand awareness of the Pride in London event but deepen consumers personal investment with the organisation and spark conversation.
• +55% increase in consumer action, with the campaign generating word of mouth.
• +64% increase in positive emotion
towards the campaign.
• Whilst both media elements worked in harmony for this campaign, it was
FMDOOH that drove effectiveness along the brand funnel. With stronger metrics for every brand impact KPI.
+36% INCREASE IN
EFFECTIVENESS
+64% INCREASE IN
POSITIVE EMOTION
+55%INCREASE IN CONSUMER
ACTION
O O H O P P O R T U N I T I E S
A N D E X A M P L E P A C K S
2018
• Breast Cancer Awareness Month October 2018
• World Mental Health Day 10th October 2018
• Movember November
• Children in Need 16th November 2018
• World AIDS Day 1st December 2018
• Christmas Jumper Day 14th December 2018
TARGET KEY TIMES AND EVENTS FOR CHARITABLE DONATIONS
2019
• Dry January January 2018
• World Cancer Day 4th February 2019
• Random Acts of Kindness Day 17th February 2019
• Red Nose Day 15th March 2019
• WWF World Earth Hour 30th March 2019
• Easter Sunday 21st April 2019
• Earth Day 22nd April 2019
• London Marathon 28th April 2019
• Ramadan 5th May 2019
• The Moon Walk 11th May 2019
• Pride in London 6th July 2019
• Prudential RideLondon 3rd August 2019
• Stand Up To Cancer September 2019
• The Great North Run 8th September 2019
C R E A T I V I T Y I N O O H
CREATIVE FLEXIBILITY
SPECIAL BUILDS
DIGITAL OOH
• Face imagery tends to attract the most attention, so is a good way to draw in and engage the audience.
• Headlines also enjoy high fixation rates
across charity creatives, but can some-times detract from the Sub-Message, which often
includes the call to action. It’s therefore important for this element to stand out in it’s own right, ensuring attention to the area.
• Simplicity is key - too many elements or text can hinder engagement to many areas.
• Logos tend to underperform across the board. Charities who increase its size or provide a strong contrast to the background tend to enjoy increased interaction with the branding.
Source: Talon Canvas
CHARITY CREATIVE LEARNINGS