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Editor's Notes

• #2: Wanted to do something slightly different Look at how TV & OOH can work together to ensure the consumer gets the full picture of the retailer’s or brand’s total offering Feedback from last year was that there was not enough information around the Christmas spikes – or the timeline to Christmas – Have quantified that this year Finally to show why OOH is THE space to influence and intercept consumer behaviour around the Christmas period
• #4: We asked over 1000 people their opinions on all things Christmas – a nationally representative group to deliver an understand on the UK as a whole The questionnaire was done online Given that we were looking to explore the opinions of TV advertising we split the sample into 5 and showed each group of 250 people a different Christmas advert from last year. Which included: the boots advert; Coca-Cola; John Lewis; Sainsbury’s & Tesco
• #5: The first section looks at the difference between rational & emotional advertising There can be no doubt that emotional TV advertising since John Lewis 2011 ‘ The Long Wait’ advert has become a key strategy in TV ad’s for targeting Christmas So in this section we look to explore what this means for OOH and consumers more generally
• #6: We asked our respondents to rank the ads that they had just seen on a scale from 1 to 10. With 10 meaning that the advert is completely emotionally and 1 meaning that the advert was completely rational Its no surprise that on average they ranked the ad’s at 7.5 out of 10 With John Lewis being ranked the most emotional second Sainsbury with the Royal British Legion Advert and Boots’ Because she is special campaign
• #7: Next we asked them to answer again on a scale from 1 to 10 how much they liked the ad that they had just seen and, unsurprisingly, John Lewis and Coca Cola came out top in terms of appreciation, but all the adverts are well liked
• #8: Finally we asked if they felt the adverts that they had just seen had given them enough information about the retailer or brand and their product offering. Of those who have an opinion - on average 6 in 10 felt that they did not. With 69% not having enough information from the Sainsbury’s ad and 68% for the Boots ad. So as much as these adverts are well liked by consumers they are not giving them enough information into what is actually on offer.
• #9: The most established psychological model for persuasion and influences was theorised by Petty et al. They proved that rational and emotional messages are processed by the brain in different ways. A rational advert will lead to the consumer considering the actual message and then making a judgment call, making this a very important type of messaging for advertisers. An emotional advert conversely makes the consumer pay attention - not to the product - but to secondary factors and then an attitude will be changed based on if the emotional aspect resonate well with the consumer. There are numerous pros and cons to both approaches, however, when used well and in conjunction you can both capture the consumers attention and make them consider the actual product offering. What is interesting to explore is how OOH and TV can work together to lead to consumer persuasion or influence.
• #10: A great example of how TV and OOH can achieve this can be seen with the 2014 Boots Christmas campaign. There strategy was to drive the emotional message with a highly emotive TV advert feature a nurse that had to work a night shift on Christmas day. In conjunction with this they ran OOH 6’s to drive the rational element of the campaign, namely what gifts were actually on offer. We all know that this campaign was a huge success with it delivering an ROI X and also post campaign 78% of respondents associated Boots with Christmas gifting – ranking it the highest amongst its competitors, even above John Lewis.
• #11: The emotional/ rational split can work either way as demonstrated by the recent Virgin Media campaign Virgin Media have a TV campaign that details there entertainment and communications bundle. This ad’ features a cute little owl. The OOH copy also featured that same owl. We ran a contextual study to research the effect of adding context into an OOH ad, but we also discovered that those who had been exposed to both the standard and contextual message were highly likely to say that they would consider purchasing Virgins entertainment and communications bundle despite it not having been on the creative. The animated owl in this instance was acting as the emotional prompt to lead people to recall the rational information that had been delivered to them by the TV advert.
• #12: Wanted to put some stats behind the spike like we mentioned earlier, but we also wanted to explore exact when Christmas starts in the eyes of the consumer
• #13: We also wanted to know what the UK though ‘sign posted’ that Christmas time had officially arrived. The answer that came top was the turning on of the Christmas light. So we could in theory target across the UK where all the Christmas lights are being switch on and a brand could buy in proximity to this, giving them not only a strong association with the official beginning of Christmas, but also reaching all the millions of people who flock to see them switched on
• #14: When we look at 18-24’s it is interesting in particular – we know that this audience is a key OOH audience and 15% of them saying that Starbucks Red cups symbolise the start of Christmas however only 1 in 3 actually know when this is going to happen.
• #15: These are some key Christmas events. And when they are actually happening. Starting from the release of James Bond film in cinemas right through to the new star wars film.
• #16: And these are the % of consumers that guessed the dates that these events were going to occur. With the film and TV ad’s being chosen from a set of 2 week windows. Only 1 in 4 could correct say when black Friday actually took place and only 1 in 4 when Starbucks red cups enter the stores. There is an argument that more awareness is need to make consumers now when certain events are taking place, particularly with the film and advert releases. We know that films traditionally use OOH before they launch a film to create awareness and hype. And arguably this is something that the brands and retailers could do to build hype and awareness around there Christmas ad’s. John Lewis already see there ad as a ‘feature film’ and spent 7 million pounds producing the last one, and to put that it to context that was the entire budget for creating films such as Magic Mike, Saw & Juno OOH would be the perfect medium to build up to and then showcase these TV ad’s.
• #17: John Lewis have already done this, using digital 6’ sheets prior to airing there ad in Kingston
• #18: And these are some of the other major film like Christmas TV brands to consider. Also if a different brand was considering do a ‘John Lewis’ Style ad but had never done one before OOH would be perfect to create hype and anticipation for this.
• #19: We asked respondents to answer how important the following dates were in terms of prompting them to go shopping for Christmas And for this we have found that Christmas really does start in terms of consumer planning and spending in October, if not earlier. Half term give or take and October pay day are seen as, as big a prompt as Black Friday and Cyber Monday. If 10% of the population are prompted to go shopping for Christmas on September payday that equates to almost 7 million people
• #20: Further if we look at what we know is a key audience for OOH and we can see that these dates all the way from September pay day become even more significant in prompting them to shop for Christmas
• #21: Further we wanted to find out what categories over indexed with present shopping at the different times in the run up to Christmas. Its not surprise that the bigger ticket items and presents for kids over index in September and October. Book as well, as people start to see thing that people might like for Christmas and buy them in advance. Towards the beginning of November is a key time for Technology and clothing. The closer its get to Christmas to more that the purchasing changes to categories such as food and alcohol. OR categories that might be less planned such as perfume and vouchers.
• #23: People spend more time OOH than any other media of the festive period. This actually matches TV, normally TV and OOH increases would not be seen in conjuction with one another. But Christmas is a unique time of year whereby you do spend more time out and about socialising and shopping but also watching TV @ home.
• #24: Not only are they OOH more but they are also a lot more likely to be buying on impulse. The last window of influence is key here 8 in 10 people have seen OOH advertising within 30 minutes of going to a shop and these people are +25% more likely to buy on impulse so again OOH is the key media to influence behaviour
• #25: Its not just shopping within the retail space where OOH can influence behaviour either. Consumer told us that in 2014 4 in 10 used their mobiles to shop for Christmas whilst OOH This increases to a massive 74% when looking at both AB’s & 1-34’s both key OOH audiences
• #26: OOH & Mobile works particularly well in the rail space. Some brand new research we have done, passively tracked what rail commuters were doing on their phones. We discovered that (on ºÝºÝߣs) And this is not even during the Christmas period so you would expect these numbers to increase
• #27: Also for bus shelter advertising we know : (on slides)
• #29: When we asked about what people would consider doing this year on their mobiles when ooh we found that pretty much everyone would consider researching gifts on their mobiles And that 8 in 10 would go on to purchase a gift on their mobiles whilst OOH. Showing the different ways in which OOH could influence behaviour both in store and when people are traveling or out and about more generally purchase gifts on their mobiles.
• #30: Finally People spend +56% more on grocery over Christmas, and again the POS network is perfectly positioned to capitalises on this increase spend and influence behaviour a key time before purchase.
• #31: we also know from dunnhumby which categories sell more in the 6 week run up to Christmas, so we can quantify this spend increase from a consumer perception and data point of view.
• #32: Lastly we just have a show reel of some previous campaigns that we have done across the different formats