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Study reveals impact of combining DOOH with social media campaigns

25 Oct 2018  |  Scarlett O'Donoghue 
Study reveals impact of combining DOOH with social media campaigns

An initiative to combine brand advertising on social media with full motion digital out-of-home (OOH) has shown significant benefits to core brand metrics, a new study has revealed.

The research, led by OnDevice, shows uplifts in metrics such as brand awareness, emotional response, brand consideration and brand action when full motion digital OOH was added to social media ad campaigns, which average at an increase of 23%.

The study covered brands such as Virgin Holidays and Pride, and also revealed the effect of OOH and social media on certain call to action metrics, with one particular brand recording an 86% uplift.

For the brands where footfall into store was a key objective, those who combined social into full motion OOH noted an average increase of 68%.

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.

"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," said Sophie Pemberton, strategy director at Talon.

"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 commented: "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 conducted through OnDevice Research, co-funded by Talon, Clear Channel and Ocean Outdoor.

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