Brand awareness can be significantly widened by integration. The main advantage of TV advertising is that not only does it create a sense of prestige and scale for the brand, but it also evokes authenticity and trust.
Moreover, the use of audio-visual stimulation has a long-lasting effect on viewers, with 77% of adults claiming that TV ads are most likely to trigger an emotional response (TV Nation, 2014, Ipsos MediaCT/Thinkbox). This leaves a memorable impression of the brand in viewers’ minds.
When combined with DOOH advertising, the impact is even more significant. 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.
Integration also allows for more flexible planning. Independent advertising agencies like ourselves typically eschew Advanced Booking deadlines to book TV ads up to two or three days before the campaign launch, giving planning teams room to make changes quickly and respond to new market opportunities. Likewise, DOOH advertising is fast and responsive, with campaign amendments made even by the hour. 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 (including light TV watchers like young adults and full-time workers).
Finally, integration heightens online response. Indeed, 74% of UK adults claim to have picked up an internet connected device during TV ad breaks (Craft/Thinkbox ‘Screen Life: TV advertising everywhere’, 2014). 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.
Overall, it is clear that the distinct benefits of TV ads and DOOH ads will be significantly increased when they are working in harmony. This will create a more effective advertising strategy for the advertiser, thereby ensuring that its audience is more acutely captivated.