INTELLIGENT OUT-OF-HOME PLANNING

INTELLIGENT OUT-OF-HOME PLANNING

Create Rewarding Connections Between Your Consumer and Your Brand The Out-of-Home (OOH) landscape has undergone significant change in recent times. Digital is increasing its footprint. Mobile is connecting consumers and blurring the lines between the real and virtual worlds. Smartphones and tablets now provide a level of interaction in OOH that commentators wouldn t have thought possible just a few years ago. We commissioned a large-scale quantitative study to explore today s fragmented media choice in the world of OOH. The research fuses together consumer opinion and media expert learnings. The result of which is a planning tool that understands the different tasks performed by 45 OOH formats and how effective they will be at delivering your campaign objectives. Welcome to Alloy Our latest Rewarding Connection

What Alloy can do for you Alloy is a collaborative planning tool that demands interactivity and interrogation. It is a strategic framework, designed to facilitate OOH planning excellence by delivering three crucial strands in the planning process. Establishes campaign objective Ranks OOH format performance against objectives Optimises budget across formats

The Research We started our journey with a passion to understand more about the different tasks each OOH channel performed. An online study was conducted in two waves during 2012, with over 100 questions posed to two separate panels Consumers and OOH Experts. Consumers What are the most important factors when choosing a product or brand? Which media channels most effectively communicate these factors? Experts What tasks are each OOH format good at delivering? How effective is digital OOH at performing these tasks compared to static posters? Our curiosity took us beyond the mainstream environments of roadside and transport as we extended our research from shopping malls to cinemas, sports stadia to bars and taxis to airports. In fact, we covered a total of 45 advertising platforms in 14 environments. The results from 2,000 nationally representative consumer respondents were fused together with responses from our panel of 30 OOH media experts. These learnings provide a unique and robust view of individual format effectiveness in OOH.

Meet the Drivers Our research focuses on eight key marketing tasks our brand drivers and OOH s ability to deliver them. Amplify Awareness of a brand or product s existence Stature demonstrating a brand s prestige Impact creating presence for a brand Inform Educate teaching consumers brand specifics or differentiation Seek More encouraging consumers to learn more about a brand Action Visit driving consumers to visit a store or website Share enabling consumers to share brand content Engage allowing consumers to directly interact with a brand

Objective Driven Planning Planners today have a wealth of media consumption data available to inform their placement decisions, allowing them to accurately target practically any given audience. But understanding how effective these media choices are against a campaign objective isn t as easy. Featuring 40 interactive brand & product questions, Alloy helps establish the most relevant drivers based on your campaign needs. With 38 product categories to choose from, Alloy can identify the key brand drivers for your category and tell you which OOH formats best communicate them. So from Booze to Travel, Cars to Supermarkets and Fashion to Politics, Alloy has the answer. Category Brand Product experience Campaign attributes Role of influence Environment How familiar is our audience with the brand? To what extent is your brand perceived differentiated from competitors? Not familiar Not distinctive Very familiar Very distinctive Is your brand the market leader? No Yes Does the brand sell at a price premium? No Yes How difficult is it to convert consideration into action? What is the strength of consumer loyalty to the brand? How important is it to arouse curiosity about the brand? Very difficult Not familiar Not important Very easy Very loyal Very important

Alloy identified that brand stature is crucial in the competitive beer category. Fullers London Pride campaign achieved just this and drove awareness, perception & purchase intent according to YouGov s BrandIndex.

Selecting the Right Influencer Like any media, different OOH platforms have the ability to perform different communication roles. We wanted to understand the function of these different OOH media types. What does one format do differently to another? The Alloy user interface ranks all 45 OOH touchpoints listed, based on your desired campaign objective and target audience. For example, Alloy can identify the best environments in which to facilitate the sharing of brand content. Sharing brand content... 1 2 3 Bars Cinema Sport & Concert Stadia

Alloy proved the importance of consumers interacting with a computer software product, helping to educate them about its difference. Our solution for Microsoft was to use 4G Wi-Fi enabled park benches, connecting consumers to a business hub, showcasing the new Office 365 work from anywhere mantra.

Alloy showed that an effective broadband campaign should drive awareness, educate consumers & drive web visits. A multi-layered OOH campaign was designed for Sky Fibre from billboards to 4G Wi-Fi connected taxis to fulfil different stages of the customer journey.

State of Mind Anyone in OOH knows that creative can truly make or break even the best media plan. But Alloy also has the ability to help creative agencies better understand which OOH formats are more suited to particular message types. This is achieved by exploring the relationship between environment and consumer state of mind. Tube & Rail Commuters People in Bars...have the most Entertainment Seeking mind-set....are in the Best Mood. Sports Fans & People at the Airport Gym Lovers...are the Most Excited....are Eager to Learn.

Alloy shows that an effective mobile phone communication needs to educate and drive consumers to seek more information. Samsung installed an innovative digital mesh on London s IMAX, bringing to life the unique Drama Shot feature of the Galaxy S4.

Optimise Your Investment So we ve established the core advertising driver for your campaign. We ve identified the best set of influencers. But how do we best allocate your media budget? Alloy has been designed to complement Route, the OOH industry s new 19 million audience research. Its in-built optimiser uses industry standard audience reach data including Route and TGI combined with accurate trading costs from our investment team to ensure media efficiency. +

But don t take our word for it. Alloy is a planning tool that features 40 interactive brand & product questions, allowing agencies and clients to take an in-depth dive into the world of OOH, helping you better understand how it can achieve your core objectives. Alloy is a unique OOH effectiveness planning tool Alloy drives media efficiency Alloy can work for you We invite you to take a closer look and make more #RewardingConnections

Your Alloy contact is: Paul Sambrook Marketing & Business Development Director paul.sambrook@rapportww.com 0203 059 0400 www.rapportww.com

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