Full motion Out of Home video creative drives ROI, oOh! data reveals
Sydney – Brands using full motion Out of Home creative saw a 187 percent increase in buyers, compared to those using static digital only, according to new data from oOh!media’s POLYGRAPH creative effectiveness study.
The findings, based on the analysis of anonymized customer transactional data, follows the launch of oOh! motion – a new product offering that delivers full motion video across more than 8,800 screens throughout oOh!’s digital video network.
The study tracked the campaign effectiveness of non-FMCG brands using oOh! motion and found that the average increase in buyers was 187 percent, 16 times greater than the broader category. In addition, brands using full motion creative saw a 66 percent increase in new customers – three times greater than the broader category.*
An Out of Home campaign for Mutti, Italy’s number one brand of high quality tomato products, that used the full motion capabilities of oOh!’s Retail network, saw a 22 percent increase in buyers, significantly outperforming the category which dropped 2.7 percent over the campaign period.**
Here is a link to a 9 second video as well.
Analysis of the campaign also revealed 63 percent of Mutti buyers were new to the brand, higher than the category average of 29 percent. Mutti also recorded growth in market share and brand penetration, up 17 and 35 percent respectively, leading to category share of eight percent and brand penetration of 10 percent.**
Neil Ackland chief content, marketing, and creative officer, oOh! said: “Full motion video effectively and efficiently captures audience attention in high dwell environments at scale, but less than half of advertisers are making full use of this capability, despite most already creating video content for social, TV and online.
“oOh! has the largest full motion OOH network, reaching 71 percent of metro Australians each week, and with POLYGRAPH – which measures the correlation between OOH creative executions and their impact on actual purchase behavior – we can help guide advertisers and agencies on how best to optimize their creative to maximize impact and drive ROI.”
Sources:
*oOh! Polygraph, uplift in buyers and proportion of new customers over campaign period for brands using motion creative vs. brands that ran non motion creative, 15 campaigns, Polygraph analysis based on bank customer spend data from CommBank iQ
** oOh! Brand Buyer Tracker, Mutti, Campaign Timing: 28 Feb 22 – 10 Apr 22
*** MOVE 1.5 analysis | Reach (%) | People 14yrs+ | 7 days
About oOh!media
oOh!media is a leading Out of Home media company that is enhancing public spaces through the creation of engaging environments that help advertisers, landlords, leaseholders, community organizations, local councils and governments reach large and diverse public audiences. The company’s extensive network of more than 37,000 digital and static asset locations includes roadsides, retail centers, airports, train stations, bus stops, office towers, and universities. Listed on the ASX, oOh! employs around 800 people across Australia and New Zealand, and had revenues of $592.6 million in 2022. Find out more at oohmedia.com.au
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