#thebigdig - Day 3: Bringing the Story to Life
Our deep dive into I&E at #thebigdig this week continues with experts from the wider Dentsu Aegis Network talking about simplification and relevance. Emma Saddleton, Communications Planning Assistant at Carat, explains all.
What will help to simplify the stories we want to tell and help to bring them to life for all stakeholders involved? Well, if you are reading this between emails, skip to the bottom of the article…
- Be relevant in time, space and context if you want to make an impact
As one of the top three media channels in terms of impact, efficient and individual contribution to media success, OOH brings with it the chance to boil down our interactions with consumers to an individual moment by delivering our messaging in a short space of time. But how do you do that?
- Identify who and where your audience are - Brands now have multiple data sources that allow them to be able to create incredibly relevant moments if they are able to be use these sources correctly – however, as Russell Smither pointed out, we can ‘drown in this data without controlling it’. Combining the right types of data helps place a brand in front of the right eyes at the right time, and from an OOH perspective, in the right place. Lenovo launched Lenovo Yoga and utilised Posterscope’s multiple data sources (EE, OCS, Route and Planner) to pinpoint the locations that over index for their target audience of young ABC1 Adults (FYI – Lenovo Yoga is a laptop, not an event). Doing this allowed the brand to simplify the aim of promoting a relevant product to young adults and instead pinpoint their activity to increase their relevance and bring the messaging to the right context, resulting in a large uplift in search volume for the event in the short time the campaign was live.
- Use the past to predict the future – Humans are creatures of habit. We know the bars, venues, shops etc. that we are likely to revisit. Feeding this data into our planning, whilst yes adding yet another data source, helps to make the story more fluid by identifying key locations and allowing us to pick those that are have the most affinity with our audience. Brands can benefit from this by looking to identify the wider context and the interests of those we wish to speak to as opposed to basic demographics.
- Use the context to your advantage and be increasingly relevant to ensure you stay front of mind – Russell highlighted that ‘Not all impacts are equal’ – there will be variations in the duration, why and where people are viewing our posters. Technology such as Virtuocity, developed between JCDecaux and Posterscope and building on Route data, allows us to test combinations of variables for different sites in a virtual reality drive-through so we can know that when a consumer encounters our poster in their own story, it is the most engaging as it could be. Similarly, by utilising dynamic messaging in a relevant point, we can create a slicker story that is relevant to the customer at hand. To highlight this, test and control samples of static vs. dynamic creative demonstrated that both spontaneous and prompted ad recall were higher when the messaging presented to audiences was relevant to them at the precise moment e.g. London, 3°C outside.
But what about the value of my sponsorship?
OOH is not just impactful when we buy the sites as part of a campaign, but similar impactful formats also occur as part of a brand sponsorship event, e.g. the ‘Priceless’ image of MasterCard’s branded sponsorship being broadcast thanks to Messi’s role in the recent Argentina vs. Uruguay match of the UEFA Champions League.
Sandra Geer from DANSE demonstrated how sponsorships can be evaluated to let our clients know how their activity was performing. Establishing the effect of this on your target audience, and rigorously measuring this will help to ensure that those assets are bringing the maximum value to your brand.
Sandra explained how by feeding TV, print and digital measurement with some of the client’s own qualitative survey data helped to Vauxhall to optimise their Home Nations activity to create a dashboard with corresponding action points. Highlighting points for improvement within an otherwise successful sponsorship allowed Vauxhall to target these elements. They invested in reengaging a Home Nation team that had previously been being communicated to through a weaker channel and the audiences associated with these– it allowed them to make sure they were telling their story in the right way and be resourceful with their media spend.
- I only had 5 minutes and have skipped to the end – what exactly did I miss?
- It is increasingly important for brands to stand out but not to overcomplicate their messaging as this will lead to confused clients, let alone confused consumers.
- We have the opportunity to be even more targeted with our campaigns, ensuring that the messaging we serve to consumers is increasingly relevant.
- Evaluating your work as you continue through campaigns will help lead you to insights and points to build on so that your media money is being used in the most cost-effective way.