Sponsored post: Our Adshel Effect research has been looking at the value and effectiveness of street furniture both in a single channel campaigns and in campaigns with other media, understanding that street furniture plays a different role when paired with different media due to the way they are each consumed.
So far, the results have shown:
A typical broadcast Adshel national street furniture campaign increases brand intrigue by 75% and advocacy by 89 %;
Running an Adshel street furniture campaign alongside a TV campaign increases purchase intent by 60% on top of a TV campaign run on its own; and
Running an Adshel street furniture campaign alongside a radio campaign increases loyalty by 29%.
Today, we explore how running a broadcast Adshel street furniture campaign alongside print and online campaigns amplifies consumer action or reaction.
Having a street presence through Adshel street furniture alongside an online campaign increases intrigue by 38% on top of an online campaign run on its own.
Online is a personal, one-on-one medium. The way Adshel’s street furniture asset base – a one-to-many medium - can influence audience engagement with a campaign is by delivering the messages at scale, creating intrigue and curiosity to then visit the advertiser’s website for a more personal experience.
For an advertiser, this means driving audiences online directly to their owned channels with Adshel and then influencing them towards a purchase or action in the online environment.
In some cases, the reaction can be almost immediate with a large proportion of the population having access to a smartphone with an instant internet connection.
This was qualified through the ‘A day in the life of’ research we carried out as part of the overall Adshel Effect study which looked at how and where key audience segments consumed media.
Our Melbourne-based 'fashionista’ told us that she uses her commute to switch off, opting to look out the window of the tram and watch the world go-by. She blocked ads on her mobile and only found out about products and services on blogs or bus shelter ads which then prompted her to search online for more information.
In addition, our Sydney-based 'premium professional', who commuted by car and train, explained how the advertising he sees during his commute keeps him informed of new brands and products. He then provided a recent example - he was in the market for new luggage and came across a luggage ad that interested him. He explained to us how he used his commute to find more information about the product on his smartphone, which led him to subsequently purchase the product.
The intrigue metric, resulting in a call-to-action of either going in-store, online or browsing online on a mobile phone, is perhaps one of the most proactive audience metrics, and one Adshel is pleased to have the ability to increase for print media advertisers.
Running an Adshel street furniture campaign alongside a print (newspapers and magazines) campaign increases advocacy by 28% on top of a print campaign run on its own.
Print media is seen as source of truth and is one of the most advertising mediums. When you overlay this with the frequency of outdoor media in a commuter journey, you can see the role Adshel street furniture can play in building on the impact of a print campaign by priming and reinforcing messages to an already engaged customer base.
Advocacy is defined by the willingness people have to talk about a brand to family and friends. The influence of word of mouth should not be underestimated. So to be able to strengthen the advocacy metric of your campaign by including Adshel street furniture with your print media campaign, is a powerful way to ensure your brand messages are heard.
With the fast evolving media landscape, we can only expect media fragmentation to continue as audiences are given more choice than ever to consume media. For advertisers, this means ensuring they are investing in the right mix of media for their campaigns.
There has never been a better time to consider the addition of Adshel following the release of this research. Adshel, a traditional broadcast OOH format, still has a considerable role to play in today’s media eco-system which is great news for advertisers as they can now quantify the impact of their campaign across all key brand metrics.
So it's fair to say that a street presence with Adshel makes your campaigns work harder and more effectively. As we enter the winter months when less sunlight would usually disadvantage the visibility of non-illuminated out-of-home advertising assets, this is particularly important. Advertisers are potentially missing out on 32% of valuable exposure to audiences during peak evening commutes.
Adshel’s suite of illuminated solutions ensures that your brands shine bright day or night, all year round.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.