When two screens are better than one, by JCDecaux’s Bertrand Mouraille

JCDecaux’s managing director, Bertrand Mouraille addresses the OOH measurement challenge.

The advertising industry is now being increasingly challenged by marketers. According to Econsultancy, 55 per cent of marketers expect more effective audience targeting and personalisation; 41 per cent want to be able to track marketing effectiveness and return on media spend, and 40 per cent of them seek to deliver a consistent experience throughout the customer lifecycle.

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When it comes to out-of-home (OOH), planners and buyers no longer want to buy media space; they want to buy audiences in a specific context and relevant environment, leading to an increased demand for campaign measurability. To put it simply, the key question is how to connect the dots between marketing and tangible business results.

In a fragmented advertising landscape, more and more digitally driven, it has become essential to provide accurate audience measurement data for planning, delivery and evaluation of campaigns. Leveraging data to unlock campaign potential and enable advertisers to maximise the return on their media investment has become critical to accelerate the transformation of OOH advertising.

A two-screen future

Traditionally, OOH has been assumed to be a top-of-the-funnel medium due to its ability to broadcast to a large audience, thereby driving awareness and consideration for brands. Yet (and this is often overlooked) OOH clearly also works on the bottom of the funnel, driving acquisition and conversion through a proven drive-to-store or drive-to-search effect. This impact is even more emphasised when combining OOH and mobile, leveraging on the ideal combination of both the public screen (OOH) and the private screen (mobile).

OOH and mobile are increasingly being used together to deliver compelling results. While social media is very much focused on the bottom of the funnel, driving conversion, brands still need to be driving brand awareness and consideration. Using digital OOH and mobile in conjunction pushes consumers through the funnel faster, ultimately delivering more revenue.

Facebook ran research with Kantar to assess the results of Danone’s campaign for an organic yogurt. The objective of the campaign was to acquire new customers, and Danone decided to opt for a multichannel campaign using Facebook and OOH. When comparing different approaches, using both Facebook and OOH ads worked best, with the combined impact proving to be 13 per cent more efficient than expected, with an observed sales uplift of 6 per cent. While OOH works on public screens driving awareness and consideration, Facebook leverages private screens to target consumers on a one-to-one basis.