Sponsored: For many years, advertisers had demanded accountability from the out-of-home industry to prove effectiveness and return on investment. And while a lot has been done by the Outdoor Media Association for our industry through MOVE, we wanted to delve deeper and understand the role of one of the most ‘traditional’ OOH formats, the bus shelter poster, played in today’s media ecosystem.
This became the basis for launching The Adshel Effect research in February this year.
First-phase results showed that broadcast Adshel street furniture campaigns increase key brand health metrics. The results were quite astounding with Adshel broadcast campaigns raising intrigue by 75% and brand advocacy by 89%. This confirms that broadcast campaigns are still as effective as ever in driving significant increases across key brand metrics.
Today, we release the second-phase results which demonstrate the value of running a broadcast street furniture campaign in conjunction with other mediums and how much each campaign is impacted by the complementary inclusion of Adshel street furniture in the same campaign plans.
Adshel street furniture plays a different role when paired with each medium due to the ways in which audiences consume the media. These differences impact brand metrics in different ways. The nature of each medium holds its own value but when partnered with Adshel, brand metrics significantly increase when used in conjunction with various media.
Looking at TV campaigns, we found that running an Adshel street furniture campaign alongside a TV campaign increases purchase intent by 60% on top of a TV campaign run on its own.
Through the media diaries we collected as part of this research, a large number of respondents told us that they predominately watch TV between the hours of 6-10pm. Therefore, our job is to prime people during the day as Australians are traveling. Advertisers are able to use the Adshel network as a way to ‘set the scene’ and reach audiences in the lead-up to a TV campaign they would view in the evening and reinforce campaign messages the following day.
There is no doubt that TV is an effective medium but when you combine both TV with street furniture, you can extend the opportunity to impact and drive people to action.
When you think about why a broadcast Adshel street furniture campaign might impact purchasing intent when included alongside a TV campaign, it starts to make sense. Out-of-home (OOH) advertising is in a place where people can take action. When people are at home, they are not always in an environment where they can take immediate action. However, when they are traveling, on the way past or to shops, having the recall of a TV campaign with OOH advertising can be the tipping point for people to make a purchase. That's when we an additional media spend with Adshel does add value.
The addition of an Adshel street furniture campaign also amplifies consumer sentiment toward a brand.
Looking at radio campaigns, we found that an Adshel street furniture campaign alongside a radio campaign increases loyalty by 29% on top of a radio campaign run on its own.
The combination of an audio message with a visual message has far greater impact for the consumer. The power of two builds brand health and affinity. The visual messaging of street furniture enhances the traits of an already loyal radio audience who identify with the station they listen to. Brands advertising in these environments together can benefit from this.
Radio and Adshel street furniture are both high frequency mediums. The ability to reinforce a campaign by duplicating a message through different senses impacts familiarity of a brand. The familiarity of the message helps in building a bonding relationships between brand and audience, leading to positive feelings.
People are habitual beings and tend to be quite loyal to the radio stations they listen to. People also make similar journeys every day seeing the same street furniture assets promoting advertising campaigns each day. Reaching an audience in environments where they are most receptive to receiving the message and then duplicating that across both an audio and visual medium is further building those loyal and positive feelings toward a brand.
The Adshel Effect is one of our most ambitious research pieces to date, seeing how our assets we can collaboratively work with other media to give advertisers the best results.
With the continued fragmentation of media that sees increased consumer choice in how they consume information, we know that advertisers see more value in advertising across multiple media than a single media in isolation. With this research, we wanted to show the additional value running a campaign across Adshel’s street furniture network can deliver.
And it’s clear, if you’re investing in TV and radio and want to amplify your message, make sure street furniture is also part of your plan.
This is a sponsored post brought to you by Adshel. To discuss content opportunities within AdNews, please contact Yaffa Custom Content mattporter@yaffa.com.au or Paul Carroll. PaulCarroll@yaffa.com.au
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