Integrating TV Advertising with DOOH

Integrating TV Advertising with DOOH

When TV advertising and DOOH advertising are combined, the impact on the viewer is significantly increased rather than with one medium alone. TV advertising creates prestige for a brand whilst developing an element of trust with the viewer. 77% of adults claim that TV adverts are most likely to trigger an emotional response leaving a memorable impression on the viewers mind. DOOH is more likely to engage people who are active, such as commuters, shoppers, and socialisers. Their engagement with the ad in this active state will thus make it more likely that the brand becomes inescapable; it’s marketing message engrained. From a planning point of view the integration of DOOH and TV is flexible in deadline cut off allowing changes to marketing messages and reaction to the current market place. DOOH advertising is fast and responsive, with campaign amendments often made hourly. This affords brands the agility to optimise their advertising activity, boost campaign efficiency, and obtain last-minute deals. What’s more, campaign efficiency can be increased by integrating the targeting capabilities of TV and DOOH advertising. TV ads allow for demographic targeting, as they can be placed on niche interest channels or programming watched by a brand’s target audience. DOOH ads can be targeted in terms of location (for example, advertising outside a retail outlet to attract more customers) and time (for example, advertising by lunchtime to target commuters). Indeed, DOOH ads will serve as a perfect supplement to TV ads because they are not as easily avoided as TV ads, and will reach a wider audience. Finally, integration heightens online response. Indeed, 74% of UK adults claim...
Which TV Ads the public chose as their favourite in 2016?

Which TV Ads the public chose as their favourite in 2016?

Which TV Ads did the public choose as their most favourite of 2016? Answered by Adwatch, who has charted the year’s 20 best-recalled TV brands, the ten most memorable individual ads and the ten best-liked commercials. The favourite advert of 2016 is McVitie’s “Kittens”.   The highest recalled advert of 2016 is “Epic squads” for Moneysupermarket.com.   The best overall recalled advertising for an entire year is for  DFS.   DFS’s high recollection is attributed in part to it’s Team GB sponsorship, and it’s focus on the DFS history, quality, British craftsmanship, 15-year guarantees and handmade-to-order sofas.     So it appears that animals, brand mascots and celebrities work best for recollection and popularity.   Best Recalled Brands Rank Last year Brand Points* Mentions* TV adspend £m** Total adspend £m** 1 3 DFS 151 27 42.56 66.33 2 2 Aldi 112 20 41.97 68.88 3 1 Sky TV 104 16 90.40 188.67 4 6 Argos 84 17 32.05 38.96 5 11 Oak Furniture Land 81 10 22.34 22.70 6 13= Tesco 76 8 32.47 61.05 7 4 McDonald’s 70 13 47.52 77.36 8 5 Comparethemarket.com 66 7 26.23 30.79 9 18 Lidl 61 12 41.03 72.17 10 – Amazon 57 8 42.72 64.07 11 – Philadelphia 47 6 5.81 6.89 12 20= Walkers 46 5 20.56 20.85 13 – Gocompare.com 45 5 17.81 21.05 14= 13= BT 37 8 57.71 132.02 14= 10 Morrisons 37 10 26.00 51.68 16 – Cadbury 34 4 15.42 24.12 17= 8= Asda 32 7 33.58 67.18 17= – B&Q 32 4 15.04 24.30 17= – Müller 32 4 21.76 24.76 20= 8= Iceland...
Increase your audience with OOH Technology

Increase your audience with OOH Technology

As out of home technologies go digital, advertising can now be extremely dynamic, creative interactive and engaging Increasingly internet users are accessing the web through mobiles. Outdoor digital advertising allows advertisers to integrate mobile with large displays. New technologies are bringing a whole new way to target and engage with your audience. Gaze recognition, gender recognition, and even emotion recognition are enabling advertisers to target messages precisely at their passing audience. As campaigns such as “Look at Me” for Women’s Aid prove. The ad used gaze- tracking technology to monitor how many people were looking at the display at any one time – changing the creative as more people paid attention to it.     There are opportunities to engage with mobile users through the use of apps created especially for a particular campaign; for example NHS Blood and Transplant’s “virtual blood donation” campaign, required passers-by to make a “blood donation” using an augmented reality app, while on a connected out-of-home display, a sick patient is shown gradually returning to health as the virtual donation takes effect.     Advertisers have increasingly been able to break down audiences into precise segments, across all media enabling them to target their messages in ever-more specific ways. Using the latest technology innovations, advertisers can target individuals in real time using digital out-of-home solutions – making media work harder than ever before. For example, Renault used vehicle recognition to target motorists. With only seconds to catch their attention, they delivered a targeted message based on audience demographics and vehicle spec. Cameras identified the make, model and colour of vehicles from their number plates, and...
Digital Radio continues to grow year on year

Digital Radio continues to grow year on year

DIGITAL LISTENING HOURS In an average week, digital listening accounts for 473 million hours; DAB has a 71% share of digital listening hours, DTV 11% and Online 18% 48.7 million adults or 90% of the adult (15+) UK population tuned in to their selected radio stations each week in the second quarter of 2016. This is up by approximately half a million adults on the same Quarter of the previous Year (Q2, 2015). RADIO LISTENING VIA MOBILE PHONE AND TABLET 27% of adults – claim to listen to the radio via a mobile phone or tablet at least once per month. Up 6% year on year. The share of all radio listening via a digital platform now stands at 45.3%. The digital share is comprised of DAB share 32.2%, DTV 5.1% and listening Online or App 8.0%. 39% of 15-24 year olds – claim to listen to the radio via a mobile phone or tablet at least once per month – Up 6% year on year. With digital radio stations offering more choice of listening, the potential for businesses to advertise products to a more targeted audience is enormous. If you are interested in Radio advertising, call one of our team today on 02921 320200 or email...
The Media Angel’s Top 6 Adverts From The London Olympics 2012

The Media Angel’s Top 6 Adverts From The London Olympics 2012

As the Rio 2016 Olympics start tomorrow, we thought this would be a good a time as any to share our top 6 adverts from the London Olympics 2012. If you haven’t already got the Olympics buzz this should do the trick. Our top 6 London Olympics 2012 adverts. #6 Samsung – Are you ready? Cheil Worldwide launched this ‘Are you ready?’ ad for Olympic sponsor Samsung in support of its Galaxy S3 model across 20 countries this week. Olympics ambassador David Beckham signals the start of the event by kicking a ball against a gong in an impressive long-range shot. #5 British Airways – London Calling British Airways has launched its Olympic advert as anticipation builds ahead of the Games. It features one of BA’s jets strolling through London and showcasing landmarks such as Trafalgar Square and the Palace of Westminster, before taking in the Olympic Stadium in Stratford. Best of all though, it is set to the soundtrack of The Clash’s London Calling #4 Coca-Cola – Move to the Beat Mother London, Mark Ronson and Coca-Cola traveled the world to create a new dance track using the sounds of sport from 5 Olympic hopefuls. #3 OMEGA – Start Me Up A remix of The Rolling Stones’ ‘Start me up’ sets the pace for this commercial with the same title for Omega, the official timekeeper of the Olympics 2012. The ad lingers on the moments right before the start of a race or event, the tension felt by the athletes as they hone their focus for the task ahead. #2 Nike – Find Your Greatness Nike does it again. Now famous for its ambush marketing...

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