OOH Phasing AMENDED

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The Importance of OOH Phasing Case Study, FMCG Europe 2010 Without TV Support OOH Contribution Fails to Have Desired Impact Methodology CrossMedia Research™, Modelling-Based Approach. while controlling for variation in predisposition amongst our sample due to underlying brand/ category involvements and on-going Respondents recruitment from the campaign target via a nationally representative online panel. Market – UK. First wave was the launch of this new product. Across 18 image statements the contribution index for OHH 5%/44% = 11. spend OOH activity failed to impact overall brand image. Media phasing highlighted the need for TV support prior to OOH to help prime consumers and create desired impact. August 2011 TV Support Led to Stronger Contributions of OOH The second wave of the campaign launch displayed phasing in line with TV. Across 18 image statements the contribution index for OHH 35%/35% = 100. Contribution amongst the Target stronger amongst Total sample. This implies that along with help from initial campaign phasing OOH activity help this channel deliver the impact required. Summary of Key Learning This case study shows how OOH phased to duplicate with TV. This is in line with our overall point of view that TV works effectively at priming other media; OOH seems to be particularly susceptible to this and timing must be phased after the TV has achieved some initial mass reach. In this case we had the opportunity to compare two waves of a launch campaign preceded TV activity and worked at only 11% of what it should have done given the spend. In the second wave the OOH activity duplicated with TV and we saw it work in line with spend. Return on Research Investment Had this knowledge been applied to the have worked, therefore nearly 90% of it was wasted. On a million dollar campaign = $900k. 35% % of Spend % Contribution to Average Uplift vs Spend... Wave 2 Month 1 Month 2 TV OOH Uplift (Target) % Uplift (Total) % 65% 35% 16% 65% 84% Outdoor Other media 44% % of Spend % Contribution to Average Uplift vs Spend... Wave 1 Month 1 Month 2 TV OOH Uplift (Target) % Uplift (Total) % 56% 5% 95% 2% 98% Outdoor Other media

Transcript of OOH Phasing AMENDED

Page 1: OOH Phasing AMENDED

The Importance of OOH Phasing

Case Study, FMCG Europe 2010

Without TV Support OOH Contribution Fails to Have Desired Impact

MethodologyCrossMedia Research™, Modelling-Based Approach.

while controlling for variation in predisposition amongst our sample due to underlying brand/ category involvements and on-going

Respondents recruitment from the campaign target via a nationally representative online panel.

Market – UK.

First wave was the launch of this new product.

Across 18 image statements the contribution index for OHH 5%/44% = 11.

spend OOH activity failed to impact overall brand image.

Media phasing highlighted the need for TV support prior to OOH to help prime consumers and create desired impact.

August 2011

TV Support Led to Stronger Contributions of OOHThe second wave of the campaign launch displayed phasing in line with TV.

Across 18 image statements the contribution index for OHH 35%/35% = 100.

Contribution amongst the Target

stronger amongst Total sample.

This implies that along with help from initial campaign phasing OOH activity

help this channel deliver the impact required.

Summary of Key LearningThis case study shows how OOH

phased to duplicate with TV.This is in line with our overall point of view that TV works effectively at priming other media; OOH seems to be particularly susceptible to this and timing must be phased after the TV has achieved some initial mass reach.In this case we had the opportunity to compare two waves of a launch campaign

preceded TV activity and worked at only 11% of what it should have done given the spend. In the second wave the OOH activity duplicated with TV and we saw it work in line with spend.

Return on Research InvestmentHad this knowledge been applied to the

have worked, therefore nearly 90% of it was wasted.On a million dollar campaign = $900k.

35%

% of Spend%

Contribution to Average Uplift vs Spend...

Wave 2

Month 1 Month 2

TV

OOH

Uplift (Target)%

Uplift (Total)%

65%

35%16%

65%84%

Outdoor

Other media

44%

% of Spend%

Contribution to Average Uplift vs Spend...

Wave 1

Month 1 Month 2

TV

OOH

Uplift (Target)%

Uplift (Total)%

56%

5%

95%

2%

98%Outdoor

Other media