The whole really is greater than the sum of its parts (in some cases).
Most of us expect math to work out like this:
50 + 50 = 100
In advertising terms, this means that if I usually get 50 sales from out of home (OOH) ads and another 50 from TV ads, I should get 100 sales from a campaign that combines OOH and TV.
But actually, in reality, the math works out a little differently. Here’s what really happens:
50 + 50 = 129
That’s a difference of 29 sales.
Now before you call me crazy, hear me out. There’s a reason for this.
It turns out that combining OOH ads with TV ads boosts the performance of TV ads by an average of 58 percent …
… Which means 50 sales will turn into 79.
Here’s how this works: A potential customer views an OOH ad, which builds brand awareness and primes them for your TV ad. And because consumers are already primed when they view your TV ad, they’ll be more likely to buy.
But don’t take my word for it. In the rest of this article, I’ll share real data from our Canadian media partner Pattison Outdoor, showing how advertisers have multiplied their impact with multichannel campaigns.
OOH and Radio
Radio and OOH combine to create hyper-compelling campaigns. The use of a larger-than-life visual with the audio to match helps form a colorful brand personality and increases brand recall.
The two channels are complementary because consumers often listen to the radio while driving – which also happens to be when most commuters are exposed to OOH ad placements. This is why Pattison’s data shows a 60 percent boost in radio ROI when combined with outdoor ad placements.
OOH and Print
OOH has been proven to increase the longevity of print ad campaigns.
The weakness of print (when used alone) is that it too often leads to inaction. Readers consider buying, but aren’t compelled to take action. OOH ads can provide the nudge print ad readers need to become buyers.
Most Canadians do their shopping on the way to work or on the way home from work. And that’s exactly when OOH ads tend to reach the most consumers.
So after priming readers with a print ad, you can use strategically placed OOH ads to convert Canadian commuters into buyers.
OOH and TV
Canadians spend a lot of time watching TV. There’s no question. But they don’t spend ALL their
time in front of the tube. Canadians are also a pretty active bunch.
TV ads can reach mass audiences with creative executions that leave viewers with a complete picture of your brand. And OOH ads can serve as a useful snapshot of TV ads, reminding consumers about your company and reinforcing your brand image.
In fact, when TV ads are combined with OOH ads, brand retention goes up from 69 percent to 75 percent. ROI goes up too, as you can see in the image below:
OOH and Digital
This one might seem obvious (digital works great with everything, after all), but it’s still worth mentioning. A comprehensive OOH campaign can push consumers to visit your website and buy from you.
According to a recent Out-of-Home Marketing Association of Canada (OMAC) study, 57 percent of Canadians take some type of action after seeing an OOH ad.
Here’s a snapshot of how OOH affects digital campaign ROI:
Buying OOH in Canada: Look no further than Pattison Outdoor
Pattison has (by far) the largest network of OOH ads in Canada, with properties in the smallest communities and all the largest cities. It’s the perfect medium for product awareness, store openings, and directional campaigns.
The Canadian media specialists at Media-Corps and Pattison can help you target highly specific demographics in any area. We’ll identify your target group of consumers and choose the optimal locations based on the latest socio-demographic data.
And in case you needed more reasons to choose OOH, you should know:
- i) it has the lowest cost-per-thousand impressions (CPM) of any other measured media, and
- ii) it’s the only medium that consumers can’t ‘turn off’ …
You know that ad blockers are helping internet browsers avoid digital ads. And consumers frequently change the channel when an ad pops on the TV or on the radio.
But OOH is always on, and always will be.
With Pattison you can showcase your brand on large horizontal and vertical posters; street level posters on transit shelters and other strategic locations; massive superboards for really big-picture creativity; and transit ads in/on buses, subways, streetcars, and LRT trains.
There’s really no better way to reach on-the-go Canadians than with Pattison Outdoor.
Ready to Kick-Off Your Multi-Channel Canadian Campaign?
And if you have any questions, feel free to reach out. We’ll show you how you can positively impact your TV, radio, print, or digital campaign with strategic OOH ad placements. And we’ll connect you directly with our partner, Pattison Outdoor, with exclusive rates you won’t find anywhere else.