New OnDevice study into the “4th Space” reveals significant impact when Full Motion Digital Out of Home is added to social media campaigns, including a 23 per cent uplift in brand metrics and even greater effect on store footfall.
An initiative to combine brand advertising on social media platforms with Full Motion Digital Out of Home (OOH) shows a significant incremental benefit to core brand metrics driven by social media.
The uplift across brand funnel metrics including brand awareness, emotional response, brand consideration and brand action averages at a consistent incremental change of plus 23 per cent.
Brand studies including Virgin Holidays, Pride and a major high street coffee retailer reveal consistent shifts across core brand impact metrics. Where we measured the incremental effect of Full Motion Digital OOH on specific call to action metrics, the increases were most significant and up to plus 86 per cent shift for one brand.
For those brands where footfall into store was a key objective, the research demonstrated an average 68 per cent increase in store visits attributable to those who had seen a combination of social and Full Motion Digital OOH.
The effects of adding Full Motion Digital OOH to three social media advertising campaigns were analysed through device-tracking research into brand metrics and footfall. In every instance, OOH added an enhanced effect to those merely exposed to messages on social media.
Sophie Pemberton, Strategy Director at Talon says: “We know that no single media channel can deliver it all and a planner’s ability to deploy the right message across the media mix is needed now more than ever. This research proves our hypothesis that digital OOH is an increasingly important and under-utilised video channel and by sitting alongside social media, can deliver more powerful branding and action results for our clients.”
Emily Alcorn, Head of Insight at Talon, who oversaw the research project, says: “We explored many options to ensure we can measure both media elements robustly and these results validate the positive impact Full Motion Digital OOH has on campaign effectiveness and particularly in driving consumer action.
“The stand out figure from the brand impact section of the project shows that by adding Full Motion Digital OOH to a social campaign, effectiveness across the brand funnel increased on average by 23%. But we also saw real effect on those campaigns generating web visitation and sparking conversation.”
The research was launched at an event for social and comms planners on October 18 and was conducted through OnDevice Research, co-funded by Talon, Clear Channel and Ocean Outdoor.
About Talon: Talon Outdoor is a truly independent Out of Home media specialist and a significant player in the Out of Home agency sector with a focus on delivering smarter, creative, technology-led and integrated OOH communications. Combining independence with a collaborative approach, Talon promotes open working between agencies, clients and media partners.
Talon is the Campaign Best Places Number 1 Medium sized UK Company to Work For and has also featured in the Sunday Times Fast Track 100 and as No.1 Best Companies to Work For and in LSE’s 1000 Companies to Inspire Britain.
Talon handles the Out of Home media for several of the UK’s leading advertising brands through Omnicom Media Group UK agencies, along with other agencies including AMS Media Group, JAA, Goodstuff, Ptarmigan Media and Republic of Media.
Talon has offices in London, Manchester and New York.