The recent Ofcom report into the UK TV market highlighted a number of stark realities for the medium; not least the well-known fragmentation of viewing that affects 16-34 year olds and the scale of challenge broadcasters face from numerous streaming services.
As ITV announce a second annual series of the popular Love Island, we learnt from the report that another 14 Love Islands would be required to make up the drop in traditional TV viewing. Ofcom’s report shows that the amount of traditional TV watched by 16-24s has halved since 2010 from 169 minutes to 85 a day; the decline among 25-34s was 39 per cent from over three hours to under two.
For media planners, this means a shortfall in TV impacts necessary for ads to work properly, amid high TV inflation when broadcast supply fails to meet advertiser demand. The average 16-34-year-old views an hour of YouTube per day on a device other than a TV set, mostly watches non-broadcast content and we’re seeing the impact of smart speakers on household TV viewing time.
This impacts delivery (not necessarily reach) for younger audiences and is a tangible problem. A solution for advertisers is to refocus spend on media which continue to maintain reach in declining yet valuable audiences and support existing TV campaigns.
There is a very clear opportunity for Out of Home as a key support medium for broadcast delivery, with 70 per cent of light TV viewers heavily exposed to OOH, rising to 82 per cent for 16-34s. The broadcast characteristics and fast build of reach, enables complementary messaging to land with key audiences. Layer on Digital OOH – which 16-34s are 18 per cent more likely to see and now reaches around 70 per cent of UK audiences per week – and it gives you a clear demonstration of why OOH is a natural companion to target a young TV audience.
Full motion DOOH has opened up a fully complementary 4th Space for brands looking to use video advertising to connect with consumers (+23 per cent brand effectiveness when FMDOOH is added to a social plan). Again, showing the power of OOH supporting video messages.
OOH has a strong heritage as a support medium. The IPA’s ROI data shows the value of cross-channel usage, particularly as a more effective driver of reach and for multiple message impact that drives activation.
Of course, TV brands themselves are using OOH to reach light viewers. ITV’s published strategy identified an audience of 15 million light viewers who like “quality output” and come to ITV about twice a week, but “watch less ITV and a little bit more of everything else.” A firm understanding of the target audience and using more persuasive contextual targeting by time of day has become the norm, using afternoon drive-time radio, regular slots on Digital OOH screens in major cities and commuter channels to nudge people to watch later in the day.
Furthermore OOH is delivering emotional benefits, having doubled in effectiveness in the last five years – according to the IPA. This is also shown in Ocean Outdoor’s four-part neuroscience research which highlights the amplification power of iconic Digital OOH formats. TV delivers, but so does OOH, digital OOH and the combination of media formats.
The expanding digital footprint of OOH and the medium’s heritage broadcast credentials will add 12-25 per cent of reach (at different total budget levels) to TV campaigns targeting 16-34s.
We all need to adapt to consumer behaviour change. OOH’s digital renaissance and lasting reach capabilities can transform media planning challenges for younger audiences, whilst benefitting from contextual, proximity and multi-media marketing.
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 Best Companies 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, and has built an OOH planning and buying network covering US, Europe, Asia and Latin America.