WHY OOH FOR BETTING - Talon Outdoor
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OOH is uniquely placed to be the key channel for brands to reconnect with the public as we surface into a post Covid-19 world. The lifting of restrictions will be a momentous social and cultural awakening as people emerge from enforced isolation and break free from laptops, mobiles and TV.
Roadside traffic and OOH exposure is predicted to return to normal by the end of June 160 140 Roadside journeys are predicted to return to normal w/c 22nd June 120 Ada shows that when we exclude 100 London, Roadside impressions are returning to normal much faster, set to be w/c 8th June. People rely more Index 80 heavily on their own vehicles to travel outside of London 60 London is increasing at a steady rate, 40 expected to return to normal w/c 6th July. This delayed response is 20 Forecasted hypothetically due to lack of commuting and increased congestion 0 charge boundary All UK London Excluding London Source: Ada COVID-19 Report
RETURN OF LIVE SPORTS Buzz and excitement around return of sporting evens such as Royal Ascot and the Premier League. Whether it is singing with fellow fans at the local football ground or enjoying a day out at the races, millions of fans have missed the connection with their sport. And of course, lots of people enjoy adding to the excitement by placing a wager. The virtual Grand National saw around 5 million people turn into watch on ITV and placed bets that raised £2.6M for charity.
A WIDE VARIETY OF SPORTING EVENTS TAKING PLACE OVER THE SUMMER June August • 16th-20th Royal Ascot • 1st FA Cup Final, Wembley Stadium • 20th Premier League • 1st Scottish Premier League season starts • 23rd-28th Battle of the Brits National Tennis • 3rd Tennis ATP and WTA tours set to resume • 27th - 28th FA Cup quarter-final • 5th-6th Football Europa League • 6th-9th Golf US PGA Championship July • 7th-8th Football Champions League • 3rd-5th Formula 1 Austrian Grand Prix • 7th-9th Formula 1 70th Anniversary Grand Prix, Silverstone • 4th The Derby and the Oaks Epsom • 8th-9th Athletics British Championships, Manchester • 8th-12th Cricket England v West Indies first test • 10th-11th Football Europa League quarter-finals, Germany • 9th Athletics Inspiration Games Zurich • 12-15th Football Champions League quarter-finals, Lisbon, Portugal • 10th-12th Formula 1 Steiermark Grand Prix • 14th Athletics Diamond League, Monaco • 11th-12th FA Cup Semi Finals • 14th-16th Formula 1 Spanish Grand Prix, Circuit de Barcelona • 15th-18th Golf LPGA Tour • 16th17th Football Europa League semi-finals • 16th-20th Cricket England v West Indies second test • 18th-19th Football Champions League semi-finals, Lisbon • 17th-19th Formula 1 Hungarian Grand Prix • 20th-23rd Golf Women's British Open, Royal Troon • 22nd-25th Golf European Tour • 21st Football Europa League final, Cologne • 24th-28th Cricket -England v West Indies third Test • 23rd Football Champions League final, Lisbon • 26th-30th Football -Championship play-offs • 27-30th Golf US PGA Tour Championship East Lake, Atlanta • 31st July Formula 1 British Grand Prix, Silverstone • 28-30th Formula 1 Belgian Grand Prix • 31st July-16th August Snooker World Championships • 29 Aug-20 Sept Cycling Tour de France • 31 Aug-13 Sept Tennis US Open New York Source – BBC (dates subject to change)
IMPACT OF COVID-19 Betting habits during the Covid-19 lockdown have remained fairly consistent - despite the lack of sport and large numbers of people suffering a drop in income – there was only a 5% decrease in active player accounts. 62% of “engaged gamblers” – people who participate in three or more gambling activities over a four-week period – increased the time or money they spent on at least one gambling activity. A significant increase over the last year in the number of different gambling activities by people who bet online, from 26% engaging in more than one online activity in April 2019 to 42% during the full lockdown month this April. Source – Gambling Commission
EVEN THOUGH OOH EXCELS AT REACHING GAMBLERS IT ONLY MAKES UP 4% OF AD SPEND TV Digital Press DM Radio OOH 46% 24% 15% 3% 7% 4% Source: Nielsen 2019
OOH DELIVERS REACH, ROI, STRONG FOR INTEGRATED MESSAGING AND CON TEXT +20% More likely to report very large business effects- campaigns that use OOH OOH BOOSTS BUSINESS EFFECTS OF ALL CHANNELS +54% +20% +17% +17% +20% +7% Uplift to business effects when OOH used with social Press Radio TV Social Search UPLIFT TO BUSINESS EFFECTS % Source: Outsmart, Rapport, IPA Databank
OOH A KEY SUPPORT CHANNEL TO TV As advertisers return throughout 2020 OOH can support TV campaigns in reaching media planning, audience and effectiveness targets, notably around... • Young audiences • Declining viewing / impacts • Continued growth of Streaming and a shortfall in new programming • Digital OOH impacts uplift from new Route • Evidence using Ada, Talon Benchmarks, Ada and role of OOH driving awareness, consideration and purchasing
TRUST IN BRANDS – BENEFIT FROM OOH NEUTRALITY People are more positive towards and confident in brand messages delivered in the public space +17% +14% +15% “makes me feel “makes me feel I “makes me feel it’s confident in this can trust this a successful brand” brand” brand” “Being in public domain makes it (OOH) feel more trustworthy” Source : Work Research – Trust & Consideration Study : Press & OOH comparison – same creative
OOH CHARACTERISTICS No negative editorial Away from negative and polarised opinions Simple, concise messaging Digital OOH allows for widespread, national reach, plus immediate reactive and changing messages using digital OOH “Being in public “There’s nothing else domain makes it influencing you [...] feel more you’re more likely to trustworthy” take it at face value” “Really good thing about billboards is that they’re simple and easy to understand” Source : Work Research – Trust & Consideration Study
USING ADA TO OPTIMISE CAMPAIGNS • For example Ada can be used to identify people that regularly go to bookmakers and use OOH locations to optimise coverage • Ada can be used to identify people that for example regularly go to football games across the country. Consequently map their journeys and movements before/after games to identify which OOH sites they are most likely to be exposed to on match day. Bring online audience into offline; • It is possible to use 1st party MAID data to identify betting customers within Ada. • Profile people who have bookmaker/betting apps on their phone. • Work with digital teams to bring online audiences into Ada.
FLEXIBILITY OF DOOH TARGETING KEY TIMES / EVENTS / MINDSETS • 83% of those who have gambled in the last month agree that they are likely to gamble on specific sporting events and 66% say they enjoy a sporting event more if they’ve place a bet on the outcome. • 50% of those audience also think gambling can be as much about the people that you are with Optimum usage of Entertainment Apps (e.g. tv, sports or news) as the bet itself increasing to 68% of Londoners showing the social side to gambling is a key draw. • Nearly 90% of those who have gambled in the last month agree that gambling can be a EVENING EVENING dangerous habit. Brands therefore need to be cautious in their messaging and ensure that they are using relevant, contextual content to target their audience . EVENING EVENING Source: Exterion Work.Shop.Play
RETURN OF SPORT PACK Building around the buzz of a return to sport. 1 Day 1 Weekend 1 Week 2 Weeks Roadside D6s £25,000 £50,000 £75,000 £100,000 Number of Panels 1,200 1,200 1,200 1,000 All Adult Impacts 1,159,000 2,062,000 8,941,000 15,325,000 Cover & Frequency 1.4 @ 2 2.3 @ 2 10 @ 2 14.1 @ 2 N.B. Roadside D6s = Half Standard SOV Source: Route 33.2 / Media Owner
TARGETING SPECIFIC EVENTS WITH CONTEXTUAL AND RELEVANT CREATIVE
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