Colum Harmon, marketing director PML Group with this week’s Out \ Look on Out of Home.
Thor, Blimey!
To celebrate Disney+ Day, the streaming giant this week wrapped the Convention Centre in Dublin city centre with a showstopping digital projection. The projection is on display for two nights, September 8th and 9th.
A slate of fresh content has dropped on the service this week, including Thor: Love and Thunder, a new take on Pinocchio and a spin-off of the Cars franchise, Cars on the Road.
The projection joins a wide range of other Digital OOH formats in creating a broader campaign to mark the event – these include Digishelter, Transvision, dPod, Adshel Live and Digipole.
The campaign was placed by Zenith and Source out of home, part of PML Group.
80% Act in Response to OOH Ads
The latest wave of our iQ research initiative, conducted in August 2022, shows that 80% of Dublin adults have taken an action in direct response to an OOH ad in the past year. These actions include scanning a QR code, making a purchase in-store and sharing via social media.
The most common action after seeing an Outdoor ad was to go online to find out more about the brand, product or offer in question. Half of respondents have done so, but slightly more females than males (53% vs 45%).
OOH is becoming more adept at leveraging the power of mobile to drive response at point of consumption. Brands are increasingly equipping their OOH display with interactive features and the QR code (perhaps following a few false dawns) has come to the fore in 2022. Numerous examples dot the OOH landscape this year as more brands embrace the bridge between the physical and virtual worlds. 28% of all respondents have scanned a QR code on an OOH ad in recent months, rising to 34% among 18-24s, and not dipping below 20% for any age group.
The mobile phone can act as a powerful gateway from interest to purchase, but there’s more to the relationship between OOH and mobile than a conduit to the online world. The multi-functional aspect of the phone naturally fits the visual and real world nature of Outdoor advertising. The research points to 26% of respondents having taken a photo of an Outdoor ad with 12% sharing an image on social media. 21% of 25-34s have shared imagery on social, an efficient manner to amplify a real-world campaign online.
OOH is the ultimate location medium and so can drive footfall to physical outlets via proximity targeting and reaching consumers on retail missions. Through appropriate OOH messaging, a captive audience can also be directed to online stores through their phones. The research also reflects this, with 43% of 18-24s having made an online purchase because of seeing an OOH ad and 43% of 25-34s doing the same in a physical store.
Overall, 90% of 25-34s have taken an action in response to an OOH ad. Interestingly, commuters who travel by DART or Luas are most likely to take an action (92%), perhaps pointing to dwell times and using the phone to take those actions in response to ads seen very recently.
More information on the study is available from the team at PML Group.
Samsung provides a new Perspective in its OOH for Galaxy Z Flip4 Launch
For the launch of the Galaxy Z Flip, Samsung has teamed up with Starcom and Source out of home, part of PML Group, to utilise Amplify, Global’s platform for 3D digital Outdoor content.
The 3D advertising the new smartphone features on the dX screen in Dundrum Town Centre, the country’s largest shopping mall. The full motion creative demonstrates the new foldable device, which is made to capture life with new perspective, making it perfect for the larger-than-life 3D treatment.
The Dundrum 3D creative forms the centrepiece of a wider OOH campaign encompassing both classic and digital formats including roadside and mall Digital 6s, Digital Bridges and Digipoles along with 48 Sheet and Golden Square billboards. This strategy enables Samsung to create impact around the launch, drive awareness and anticipation and influence choice among the tech savvy audience.
Sionainn Thornton, Client Manager in Starcom commented; “Innovation is integral to Samsung and this impactful 3D DX screen was the perfect match to showcase the key features of the new small but mighty Z Flip4, in the right environment for our audience in the heart of Dundrum.”
The enduring power of classic OOH formats combined with the flexibility of digital, is driving new growth in the Outdoor sector. The 3D Amplify platform continues the ongoing development of digital in the outdoor space in Ireland, creating new opportunities for delivering impact for brands.
Retail spending in Dublin remains on upward path
The latest Dublin Economic Monitor reports that retail spending in the Dublin economy increased for a fifth consecutive quarter in Q2 2022. Data from MasterCard shows total retail spending in the capital increased by 1.6% QoQ and 7.4% YoY in the quarter. The single greatest QoQ expansion was in entertainment (+9.2%). This was aided significantly by the lifting of Covid-19 restrictions and the early summer tourism season, allowing pent up demand to be released in hotels, bars and restaurants.
Tourism spending in the Dublin economy continued to recover in Q2 2022 with growth of 8% QoQ and 72% YoY.
Almost half of marketers say brands ‘too focused’ on ROI
Despite return on investment emerging as the effectiveness metric increasing most in emphasis over recent months, marketers are concerned their companies could be guilty of tunnel vision reports Marketing Week.
More than a third (36.9%) of the 1,610 brand-side marketers surveyed say the tracking of ROI has increased in emphasis in recent months.
This is followed by new customer acquisition (35.8%), conversion rates (31.7%), brand awareness (30.5%) and customer retention rates (28.3%).
More than a quarter (28.1%) of marketers surveyed have also seen an increase in emphasis in delivering business outcomes, followed by customer lifetime value (24.2%) and click-through rates (22.6%).
Lower down the list of metrics gaining influence are Net Promoter Score (20.4%), brand attributes (19.6%), brand affinity (19.4%) and brand recall (17.1%). Bringing up the rear of priority metrics are brand recall (17.1%), campaign views (15.3%) and lastly campaign cut-through (12.9%).
Yet, despite the increased emphasis on measuring ROI within business and its importance in the minds of senior leaders, marketers believe brands are too preoccupied with the metric.
Some 17.5% of marketers strongly agree their employer is too focused on the ROI of marketing spend when examining effectiveness. A further 28.2% slightly agree with this statement, making a combined total of marketers who feel their brand is too focused on ROI of 45.7%.
