Study shows OOH advertising encourages mobile search
Four leading OOH specialists have collaborated on research in to peoples on-line search behaviour whilst they are out of home.
JC Decaux, Clear Channel, Posterscope and Global discovered that searches on mobiles are 38% more likely to lead to a purchase compared to at home mobile searches.
“Understanding the why, where and the how”
1,100 British 18-55 year old consumers were researched through desk and online to comprehend why people searched on-line.
A bespoke online mobile search diary was completed capturing almost 10,000 individual searches which recorded their mobile search behaviour over 7 days to determine how mobile search differs when conducted in “OOH Locations” versus “At Home”
It was found that searches mirrored “need states” across different categories. (for more information on “need states” try Google: 6 Need States Influence Search Behavior (searchenginejournal.com))
+58% Consumers who spend more time OOH conduct more searches across more categories
Mobile searches conducted OOH are more diverse than At Home mobile searches and lead to more actions .
+38% Searches conducted in OOH Locations lead to a purchase than At Home mobile searches
It was found that searches run parallel to “need states”
62% of food/grocery shopping searches are “Doing Searches”
57% Finance searches are “understanding searches”
34% career searches are “Self-discovering/progressing searches”
OOH mobile searches cover more ”need states” than at home mobile searches significantly over indexing for;
Self-discovering / progressing +40%
Mobile searches conducted OOH are more spread out across time periods. Over 8 in 10 taking place before 7pm, while 4 in 10 at home mobile searches are conducted in the evening post 7pm
Mobile searches conducted OOH have a wider variety of triggers particularly based on location needs (39%), the senses e.g. conversations, (20%) and linked to activities people are doing (18%)
The OOH environment priming attributes encouraging search, include Inspiration, The Senses, Experiences and Location needs. 62% of consumers state OOH advertising creatives with a location call out would encourage them to search. This was conducted through an on-line research study with the consumers studied using visual stimuli
The creative drivers of research were shown to be;
Bold short copy 58%
Website featured 55%
Prominent product shot 54%
Prominent logo 47%
Dynamic triggers drive search even more
Time of day 57%
To find out how our experienced team can help you with your OOH advertising please contact [email protected]
Rajar Q4 2021 Results
This is the second Rajar to utilise the new measuring methodology; conducted via an app running that identified radio stations by matching exposure to a stations audio output rather than face to face data gathering.
We have highlighted some interesting statistics.
Global has grown their weekly listeners to 25.8m and a 24% share.
Though Heart & Smooth Radio are down just 1%, Heart has 8.54m listeners, just ahead of Radio 1 and Smooth has 5.43m. Heart’s Breakfast Show with Jamie Theakston and Amanda Holden has also lost listeners but remains the UK’s biggest commercial radio show and commercial breakfast show with 3.86 million listeners. Capital Breakfast hasn’t faired so well losing 250,000 listeners since the last Rajar with an audience of 2.58m.
Capital Network had 6.35m listeners in Q4 (down 2.7%) but remains No.1 music station with 1.7m weekly listeners listened to in London.
Radio X had a great Rajar with an 8.6% increase in listeners to 2.11m. Breakfast host Chris Moyles had an increase in his audience from 1.08m to 1.17m and Johnny Vaughan’s drive show is has 974,000 listeners.
Bauer Q4 results show that they have a 20.6 million reach across its stations with three out of five of the top commercial digital stations (No.1 Kisstory, No.3 Absolute 80s, No.4 Planet Rock).Absolute was down 13.7% on the prior quarter (2.23m).
Kiss network was down 4.4% on the previous quarter to 4.53m. The No.1 commercial digital-only station, Kisstory was up 2% to 2.3m.
The Virgin Radio network, which includes Virgin Radio UK, remains stable with 2.16m listeners during Q4. The Chris Evans Breakfast Show had just over one million listeners (up slightly on Q3), making it the No.1 digital-only commercial breakfast show.
Global Radio stations across Wales – Capital and Heart faired differently in the last Rajar: Heart North Wales had a great Rajar with reach increasing from 83,000 to 111,000 and Heart South Wales from 395,000 to 403,000. Listener hours have also increased from 7.9 per listener last Rajar to 9.2 this Rajar. Capital South Wales listenership has dropped marginally from 159,000 to 156,000, though average hours per listener has increased to 7 and reach remained at 15%. Capital North Wales and West lost just 1,000 listeners.
Radio Carmarthenshire and Radio Pembrokeshire have lost listeners with Radio Pembrokeshire dropping from 31,000 to 27,000.and Radio Carmarthenshire down by 2,000 listeners.
Nation Radio also lost listeners (2,000 weekly listeners) but average hours of listening per head remained the same
Whilst Bridge FM more or less retained a level Q4 Rajar compared to Q3 2021,
The Wave unfortunately had a bad quarter dropping listeners by 20,000, though average listening hours remained the same.
In summary most local radio stations in Wales have seen a drop in listenership for Rajar Dec 2021, Heart has gone from strength to strength over the last couple of Rajar’s so we will be interested to see the results from Q1 in three months time!
We thought we’d highlight a couple of other interesting statistics from Rajar before we sign off –
Digital radio platforms now accounts for 64.4% of all radio listening, according to data for Q4 2021 and listening via online and apps accounts for 16.9% of all listening and listening via Digital TV accounts for 5% of all listening.
The new data shows that 40 million adults, or 72% of the population aged 15+, now tune into digital radio every week, with strong growth seen across a number of digital stations compared to Q3 2021.
If you need help in choosing which radio brand or stations are right for your business and you want to ensure your marketing budget is reaching your target market then give our team a call on 02921 320 200 or email at [email protected].
We’re here to help.
How has the UK’s media consumption changed since lock-down began?
It’s been almost two months since our first blog about how the coronavirus has affected the UK advertising industry, so we thought it was a good moment to take a look at how things stand in May 2020.
Across the major channels, television viewing has grown massively since lock-down was introduced in the UK. Sky viewing has increased by 24%, taking the average time spent watching TV per day to 3 hours 40 minutes, that’s an increase of 5 hours per week since lockdown began.
Younger audiences have seen the biggest increases in television viewing, 16-24 year olds were watching 57% more TV now than they were this time last year.
Unsurprisingly, as more of us are at home, daytime viewing has increased by 39%.
Viewers are tuning into the news and light entertainment more than any other genre. Gordon, Gino and Fred: American Road Trip concluded with 4.0m viewers, which was up 1.4 million viewers compared to the slot last year.
Video on Demand
ITV Hub has seen viewing hours increase by 82%, with catch-up viewing across drama up 26% year on year. Sky On Demand was also up by 52%.
Likewise, All 4 achieved its highest number of quarterly views ever across Q1 of 2020. This record breaking period includes All 4’s biggest ever month, week and day of viewing in March, with viewing up 37% year on year.
Video on demand platforms also remain popular with a younger audience, viewing was up 30% among 16-34 year olds, with almost 80% of all 16-34s registered with All 4 in the UK.
From our previous blogs it should come as no surprise that radio continues to perform well.
Commercial radio industry body Radiocentre found that 38% of commercial radio listeners are tuning in for an extra hour and 45 minutes each day, hitting an average of 26 hours a week compared with 14 hours a week prior.
Bauer’s radio network’s average reach also up a quarter and listening hours up by almost a fifth, as was Global’s.
Streaming on platforms like Spotify have seen subscribers increase, in Q1 of 2020 Spotify saw a rise of 31% year on year.
While usage in cars, wearables (e.g. smart watches) and web platforms dropped last quarter, Spotify said that its TV and game console audience has grown in excess of 50% over the same period.
Outdoor and transport
Unsurprisingly, outdoor and transport advertising continue to see low levels of reach and footfall as people stay indoors and avoid public transport.
Looking to the future, it may take some time for reach and footfall figures to reach pre-lock-down levels as capacity restrictions are introduced and commuters are encouraged to cycle or walk to work.
Keep an eye on our blog and social media for more updates on the advertising sector.
If you need advice on planning future marketing campaigns, get in touch with our friendly team today at [email protected].
Tags: marketing, advertising, change, updates, advice, UK, United Kingdom advertising, industry, UK advertising industry, WARC, ITV, Sky, All 4, radio, Bauer, Global, Spotify, streaming.
Global to acquire Exterion Media
Radio group Global has made a binding offer to acquire Exterion Media just weeks after snapping up fellow OOH (out-of-home) companies Primesight and Outdoor Plus in a double deal.
The purchase will help the media organisation bulk up its newly-formed OOH division, Global Outdoor.
In the UK, Exterion boasts an estimated 20% share in the sector. They hold the lucrative £1.1bn Transport for London (TfL) advertising contract for the London Underground and rail networks.
Current chief executive Leon Taviansky will transition with the business to Global Outdoor, which it has been announced will be overseen by Stephen Miron, Global’s group chief executive.
Miron said the acquisition complemented its two most recent buys.
“The incredibly positive reaction we have had to the news of our entrance into the OOH sector only reaffirms our belief and excitement about the opportunities within the outdoor market,” he said.
“Exterion has a great track record in the UK and across Europe and we look forward to working with the team to develop the business further.”
‘Heavily investing’ in digital sites
The LBC, Heart and Smooth Radio owner now has three prime OOH estates that will help it flex its muscle against giants like JCDecaux and Clear Channel.
Global previously suggested that digital OOH will become an increasingly important part of its business, saying it would “heavily invest” across Primesight and Outdoor Plus’ portfolio to up the number of digital sites it owned.
On the radio side, Global has already doubled down on programmatic with its audio exchange platform DAX.
The ‘perfect fit’
Exterion is also responsible for the OOH inventory across the other three metro systems in the UK: Newcastle, Liverpool and Glasgow.
The company claims to be the largest supplier of bus side advertising in the UK, and Global said its “transport focussed assets” would serve as a “perfect” complement to the portfolio it scooped up in the Primesight and Outdoor Plus deal, adding transport to its “existing, mostly roadside business.”
Primesight has an OOH ad estate of billboards and display panels that covers more than 35,000 sites in the UK, claiming to reach 95% of the population.
Outdoor Plus, meanwhile, owns a multitude of premium digital ad sites nationwide, especially in London where it owns the space at the Hammersmith Towers and Euston Underpass.
Global’s most recent purchase will have a far-reaching impact on the OOH industry for both competitors and brands.
Source: The Drum
Global enters out-of-home market
Global, the UK’s largest commercial radio group, has made the bold move into the out-of-home sector with the purchase of Primesight and Outdoor Plus.
The surprise double acquisition, to be named Global Outdoor, is estimated to have cost more than £200m.
Primesight has an advertising estate covering more than 35,000 sites nationwide, reaching over 95% of the UK population. Outdoor Plus has a strong premium digital footprint. Particularly in London where it runs ads at The One, Knightsbridge, The Hammersmith Towers and Euston Underpass, as well as a network of digital bridges in partnership with TfL.
Founded by Jonathan Lewis in 2006, Outdoor Plus also has over 100 premium OOH sites nationally. Including; the Bluewater and Manchester Arndale shopping malls and premium digital roadside sites in Cardiff, Brighton and Bristol.
Jonathan Lewis and Primesight’s CEO, Naren Patel, will transition with their respective businesses. Global Outdoor will be overseen by Stephen Miron, Global’s Group CEO.
The new business will work alongside Global’s radio business. Whilst the two businesses will run stand alone, Global’s said its structure will “enable smart opportunities” for advertisers in the future.
“We’re incredibly excited to be entering the Out-of-Home (OOH) sector in a substantial way through the acquisition of Primesight and Outdoor Plus,” said Miron.
New audio measurement introduced by DAX.
‘Groundbreaking’ is the word being used to describe the effective new measurement tool for audio introduced by DAX. The new tool will allow advertisers to measure and track the impact of their advertising on a deeper level.
The new ‘Listener ID’ tracking capabilities was announced at the IAB Upfronts last week. Brands are now able to measure the effectiveness of their campaigns on digital audio platforms including SoundCloud, audioBoom, Global’s Heart, Capital and Radio X, and Bauer Media’s KISS.
Agencies and advertisers will now have the ability to profile their audiences based on a range of consumers attributes, while also tracking the user interaction and the journey on their sites to help understand which creative routes are driving traffic for campaigns.
“This is hugely significant and a big step forward for the audio market,” said Mike Gordon, chief commercial officer at Global and one of the founders of DAX.
“The introduction of ‘listener ID’ means that advertisers will have deeper insights into the behavior of listeners after they are served ads, and how different advertising is performing for their brands. We are going to start rolling this out to clients this week.”
‘Listener ID’ will be introduced to brands advertising on DAX – with regular advertisers including Camelot, CineWorld, Go Compare, Asda and Lyst.
If you need help in choosing the right radio stations to use as part of your media mix, we are here to help. Just get in touch with experts from South Wales’s award winning Media Planning and Buying Agency at [email protected] or call on 02921 320 200.
The battle between YouTube vs. TV
According to a report by Pixability, YouTube viewing is growing at the fastest rate ever, with watch time up 60% year on year globally.
There has been much debate over recent years over the battle between YouTube and television and what it means exactly for businesses. Some have branded ‘TV dead’ while others have said it still remains ‘the most effective and powerful medium of all time’ and continue to use it.
Global figures found in the YouTube report reveal:
- Channel subscriptions are up 47% year on year.
- Top 100 brands, are uploading a new video to YouTube every 18.5 minutes.
- The average mobile viewing session has increased by 50% to more than 40 mins.
- The number of advertisers running video ads on YouTube is up by 40%.
- Top 100 brands media spend is up by 60%.
Click here to see more YouTube stats from the Top 100 Global study – http://www.pixability.com/top-100-brands-2015/
Marketing Week recently noted while it seems YouTube is gunning for TV ad spend, in the UK, its success isn’t as rapid as the impressive Global stats above. According to Ofcom, YouTube accounts for just 3.5% of the UK’s total video consumption while TV is 81%. The gap narrows among consumers aged 16-24 – where YouTube accounts for 7.5% of video and TV accounts for 65% – by far.
TV advertising continues to grow, with UK revenue hitting a record high of £4.91bn in 2014, up 6% from the previous year, while the number of brands new or returning to TV advertising was more than 800, according to Thinkbox.
Make peace, not war and benefit from using both!
If budgets permitted, as with any large scale campaign it’s advisable to best spread your message to the relevant mediums that your target audience use, see and hear.
In fact, Thinkbox says the question shouldn’t be TV versus YouTube or online video, the IPA’s econometric study on “Advertising Effectiveness: the long and short of it” says the two complement each other extremely well.
Want to find out more on the benefits of using YouTube or television or both. Get in touch with The Media Angel to find out how your brand can be seen on a regional, national or global level.