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 to have picked up an internet connected device during TV ad breaks This consequently leads to upsurges in brand searches and greater social media engagement. The use of DOOH will further drive this online response. According to a research project, OutPerform, by Outsmart, OOH activity drives +17% uplift in smartphone brand actions. The integration of TV and DOOH should thus generate a wider online response.
In summary, it is clear that the distinct benefits of TV ads and DOOH ads will be significantly increased when they are working together. This will create a more effective advertising strategy for the advertiser, thereby ensuring that its audience is more acutely captivated.
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