Out of Home Archives

[onderzoek] ‘Bord langs de weg meest effectieve Out of Home’

Posted on 22/03/202221/03/2022 by De redactie

45,6% van de forensen zegt zich advertenties te herinneren die te zien was tijdens woon-werkverkeer

Bij het zoeken naar de ultieme mediamix denkt niet iedereen direct aan een ‘rondje outdoor’, maar omdat je het als enige échte massamedium kunt inzetten en omdat het nogal wat van de creativiteit vergt voelen we toch een redactioneel zwak voor het tikkie traditioneel aanvoelende billboard. Uit vers onderzoek verricht door GWI blijkt dat adverteerders momenteel vooral zoeken op plaatsen waar het post-pandemische dagelijks leven zich afspeelt. En dat zo’n groot bord gewoon echt werkt.

Waar de regels en voorschriften in minilandje Nederland behoorlijk zijn dichtgekit waar het gaat om outdoorreclame, zullen velen zich verwonderd of geërgerd verbazen over de totale chaos die je in sommige buitenlanden aantreft. Pak een paar D-wegen in Noord-Frankrijk en je moet je als argeloze automobilist al geregeld door een soort on-Nederlands woud aan ‘outdoor-pub’ worstelen. Lokale slagers, aanbevelingen voor hypermarché’s, horeca, Netflix én Gilette staan er vaak in slagorde opgesteld aan de gemeentegrens om de aandacht van passanten te vangen. Meestal een fijne extra inkomstenbron voor de lokale grondeigenaar.

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Tube passengers like ads

Posted on 02/10/201715/04/2021 by Alva van Beek

Travellers on the London Underground are generally positive about seeing ads in that environment with attention levels high even at busy times, research has found.

In a paper presented at the recent ESOMAR Congress, Love and trust underground: How to measure engagement with OOH advertising 58 metres below ground, Nicola Barrett, head of research at Exterion Media, and Robert Ellis, director at COG Research, outlined a research project that sought to understand how the immersive environment of underground travel influences how people engage with advertising.

This involved the use of both traditional survey methods and new technology such as eye tracking glasses and skin conductance monitors.

Previously all the data on visibility and opportunity to see for each part of the Underground estate had been based on common sense, passenger footfall data and assumptions, the authors noted, but the use of advanced technology allowed them to report at a much greater level of detail.

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How OOH advertising is moving beyond awareness

Posted on 16/11/201615/04/2021 by Alva van Beek

Outdoor advertising is not just a vehicle for raising awareness, it can also drive purchase consideration and intent, and be used to communicate brand positioning.

The scale, viewability and dramatic effect of outdoor advertising helps marketers create cut-through and capture consumer attention in a world where other messages struggle to get through.

Less appreciated is the variety of marketing objectives it can achieve. As brands have shown recently, outdoor has applications at different stages of the purchase funnel and can execute on several elements of a marketing strategy.

1. Creating interest via experiences

In July, Sony marked the release of Ghostbusters with a takeover of London’s Waterloo station, centred on a giant installation of the film’s Stay Puft Marshmallow Man character emerging from the ground. Waterloo was chosen for its footfall and scale. The station was adorned with ectoplasm, ticket barrier branding and a wrap of the Underground station. Collaborating with JCDecaux, screens showed spoof news footage, while a pop-up shop offered Ghostbusters merchandise and Odeon representatives sold film tickets.

Instead of a simple awareness drive, the takeover aimed to push the concept further, explains Sony Pictures deputy managing director and marketing director Stuart Williams. “We wanted an integrated experiential outdoor element that worked on a number of levels. We always look at how to ‘eventise’ a film and be part of the zeitgeist, and the scale of this installation allowed us to do that. We were trying to give a nod back to the original film with the iconic Stay Puft character, but with a new spin.”

Bron en volledig bericht: Marketingweek