MOTORING AND OOH INSIGHTS · 2019-07-01 · MEDIA £67m DRINK £30m COSMETICS & PERSONAL CARE £28m...
Transcript of MOTORING AND OOH INSIGHTS · 2019-07-01 · MEDIA £67m DRINK £30m COSMETICS & PERSONAL CARE £28m...
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MOTORING AND OOH INSIGHTS2017
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AGENDA
1. Motoring trends and the OOH market
2. Why OOH?
3. Case studies
4. Opportunities to innovate
5. Talon Packs
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MOTORING TRENDS AND OOH MARKET
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TOP 10 OOH CATEGORIES TO Q3 2016
£105mENTERTAINMENT & LEISURE
£47mFINANCE
£78mTELECOMMS
£46mFOOD
£39mTRAVEL & TRANSPORT
£41m
MOTORS
£25m
MEDIA
£67m
DRINK
£30m
COSMETICS & PERSONAL CARE
£28m
RETAIL
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TOP 10 OOH ADVERTISERS TO Q3 2016
£5.87m £4.15m £3.14m £3.12m £2.41m
£2.00m £1.99m £1.76m £1.56m £1.50m
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New car sales hit an all-time high in the UK in 2016, with 2.69 million new vehicles
registered, up 2% on 2015. Growth was due to "very strong" consumer confidence, low-
interest finance deals and the launch of several new models. 2017 will bring
additional challenges for the industry.
Despite concerns that an unpredictable global economy and the Brexit vote would
damage consumer confidence and hamper sales – the UK was Europe’s 4th fastest growing market with sales up 2.9%.
2016 – A POSITIVE AND EVENTFUL YEAR
http://www.bbc.co.uk/news/business-38516247
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TECHNOLOGY AND SUSTAINABILITY DRIVING CHANGE
.
Driverless and green cars are expected to be part of the trend in the auto industry during 2017.
This has become evident as big car companies are focusing on building automomous cars as well as hybrid, plug in hybrid
and electric cars – all of which help sustain a clean and safe
environment.
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WHY OOH?
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CAR BUYERS MOST EXPOSED TO OOH & TV
People intending to buy a car in the next 12 months spend 20
hours a week OOH
Source: TouchPoints6 (Base: Intend to buy a car in next 12 months)
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OOH campaigns do drive ROI
Source: IPA / Binet & Field 2013, “The Long and Short of It”; Talon; Opera; Route
THE POWER OF REACH AND BRAND-LED ADVERTISING; TV + OOH FUNDAMENTAL IN DRIVING REACH, EMOTION AND EFFECTIVENESS
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SEARCH AND PLANNING GATHERS MOMENTUM IN JANUARY
Source: Google Trends
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PATH TO PURCHASE
• People in the market for cars are even more likely to learn, search and act on companies/products they’ve seen advertised when exposed to OOH.
• They are also more likely to use social media.• 62% of all effective motor encounters are generated through media;
only a third through experience.• Car buyers are more likely to investigate a product after seeing OOH
(54%) or search online (82%) or even buy a product after seeing OOH (60%)
• 57% feel that advertising informs them on the launch of new car models
• Half of those who’ve bought a new car say they like to understand the benefits and style of a car before they start researching online or at dealerships
Source: OMC/Outsmart/JCD
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THE OOH AUDIENCE BUYS MORE …..AND MORE EXPENSIVE CARS
0
500
1,000
1,500
2,000
2,500
Bought car in last 12 months Bought car £15K+ in last 12 months
Heavy outdoor
Heavy internet
Heavy TV
Heavy radio
Heavy magazines
Heavy newspapers
Heavy cinema
Source: TGI
Adult 000s
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LARGE FORMAT OOH IS KEY TO TARGET FUTURE CAR BUYERS
Source: TGI 2015 FUTURE CAR BUYERS
OOH formats most seen by future car buyers
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TRACE - USING BEHAVIOURAL DATA TO TARGET CONSUMERS AT DIFFERENT STAGES OF THEIR PURCHASE JOURNEY
Trace, Clear Channel’s new behavioural tool, identifies
consumers’ behaviours and need states at different stages of their
purchase journey
Trace makes clear recommendations, not only on which stages to focus on, but also
on which media and OOH channels to use.
Specifically for the motors category, Premium Digital and Large Roadside Formats are
recommended.
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MOTORISTS ARE MORE LIKELY TO NOTICE CAR BRAND OOH ADVERTISING AT4-7PM
Source – Primesight
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WEATHER PLAYS A ROLE IN CONSIDERATION
• Hot, cold, rain or shine, brands can tap into consumers changing moods regarding car types
• A 20-degree increase in temperature translated to an 8.5% increase in convertibles sold.
• Clear sunny skies also increased sales by about the same amount as a 16-degree increase in temperature.
• In the 2 to 3 weeks following a major snow storm (10 inches of snow or more), the percentage of four-wheel-drive vehicles sold increased by 6%.
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UTILISE THE FLEXIBILTY OF DIGITAL FOR DAYPART TARGETING, WEATHERACTIVATIONS OR CONTEXTUAL MESSAGING
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Hillingdon
Barking
Havering
Bexley
City
Camden
Westminster
Harrow
Barnet Enfiield
Waltham Forest
Redbridge
Bromley
Brent
Newham
CroydonSutton
Merton
Kingston
Richmond
Hounslow
Ealing
Lambeth
SouthwarkGreenwich
Lewisham
Tower Hamlets
Hackney
Haringey
Wandsworth
TRANSPORT NETWORKS ARE ALSO KEY ESPECIALLY IN CENTRAL LONDON
Source: Travel Survey 2011
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MORE THAN HALF OF CONNECTED COMMUTERS THINK ABOUT A NEW CAR PURCHASE WHILE OOH
Source: JCDecaux; Connected Commuter Motors Survey 2015; Pulse of the Nation June 2015
66% 18%
18%
39% 6%
+11%
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ALMOST 9 IN 10 RAIL COMMUTERS DECIDE FOR A NEW CAR WITHIN 6 MONTHS OF RESEARCH; 2 OUT OF 3 IN JUST THREE MONTHS
Source: JCDecaux; Connected Commuter Motors Survey 2015
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RAIL COMMUTERS’ PERCEPTIONS REGARDING CARS
Source: JCDecaux; Connected Commuter Motors Survey 2015
+70%
+23%
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MORE THAN 1 IN 5 INTEND TO SPEND AT LEAST £20,000 ON THEIR NEXT CAR
Source: JCDecaux; Connected Commuter Motors Survey 2015; Pulse of the Nation June 2015
£14,000average spend
on their next car purchase
+75%more likely to spend over £25k on their next car
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PICTURE OF THE EXTERIOR AND FEATURES OF THE CAR ARE AMONG THE MOST IMPORTANT FEATURES ON CAR ADVERTISEMENTS
Source: JCDecaux; Connected Commuter Motors Survey 2015
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CASE STUDIES
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NISSAN
Nissan wanted to promote their new Pulsar model by launching a large format OOH campaign across the UK. The campaign was mostly
comprised of static roadside sites but a large number of digital sites, primarily in London, was also used.
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NISSAN RESEARCH - CALL TO ACTION
Brand consideration saw an increase of +14% post wave,
going from 23% to 37%
Q. If you were considering buying a new car today, how likely would you be to consider Nissan?Q. Have you done any of the following with regards to Nissan as a result of seeing any of this advertising?
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OOH DOUBLED THE EFFECTIVENESS OF THE NISSAN CAMPAIGN
Throughout the research, respondents that recalled seeing OOH, compared to the ones that didn’t, gave consistently higher scores
across all key brand metrics
Metrics Did not recall OOH
Recalled OOH
OOHattribution
Spontaneous Nissan brand awareness 17% 30% +76%
Spontaneous Nissan ad awareness 9% 21% +133%Prompted Nissan ad awareness 16% 42% +162%Prompted Pulsar ad awareness 4% 19% +375%
Pulsar perception 23% 43% +87%Nissan perception 38% 57% +50%
Nissan consideration 19% 38% +100%
All metrics 18% 36% +100%
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OPPORTUNITIES TO INNOVATE
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VEHICLE RECOGNITION TECHNOLOGY WITH RENAULT PARTNERSHIP
http://www.oceanoutdoor.com/technology/
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RENAULT- INTERACTIVE 6 SHEETS
http://www.jcdecaux.co.uk/renault-interactive-malls#sthash.h9gt6a5h.dpuf
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SMART CAR – OPTICAL ILLUSION
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MINI - OUTSIDE THE BOX
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JAGUAR MONITORS THE ‘ENERGY’ OF WIMBLEDON IN REAL TIME
http://www.jcdecaux.co.uk/feelwimbledon
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MERCEDES-BENZ LAUNCHES FIRST EVER DIGITAL SPECIAL BUILD
http://www.stormdigital.com/news/2015/11/11/the-uks-first-digital-special-build/
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FORD C MAX – INTERACTIVE 6 SHEETS
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Creative changed to show key features such as heated steering wheel and seats when the temperature dropped below 7 degrees
VAUXHALL CORSA – TEMPERATURE ACTIVATED CREATIVE
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LANDROVER – SEE WINTER DIFFERENTLYUSING CAMERA INSTALLATION FROM TRAFFIC APPROACH
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FORD – LIGHT UP THE IMAX
http://www.oceanoutdoor.com/ocean-news/case-studies/ford-and-ocean-light-up-impressive-imax-creative-capability/