Shopper Media today released findings from its latest ‘Media Multiplier Effect’ Shopper Study, confirming that using retail OOH in conjunction with television advertising will deliver greater efficiencies for brand and product campaigns.
Research conducted by Gain Theory in 2017 which measured the long-term impact of advertising on sales found that OOH provides the highest long-term multiplier effect in the FMCG category, greater than TV’s long-term result by 2.8 times.
Jamie Hollebone, Shopper Media’s Head of Revenue, says, “The findings indicate that a combination spend on TVC and retail OOH will boost memory retrieval and create more powerful touch points throughout the consumer journey, compounded further with the addition of contextual and relevant creative.”
“Our Shopper Study found that 32% of Australian shoppers often notice advertising in shopping centres for brands and products that they recall seeing on TV. Supporting research suggests that using creative associations related to an ‘iconic moment’ from a TVC in retail. OOH can increase long-term memory by 42%; and integrated and customised campaigns are 57% more effective overall than non-integrated campaigns*”, he said.
Hollebone continued “Media buyers have been investing heavily in TVC during this COVID period. Research confirms that TV primes an audience, introducing them to a new campaign concept and sparks the consumer’s interest in the brand. Retail OOH reinforces brand messaging and within proximity to purchase it serves as a ‘replay button’ as the shopper approaches the store, directly prompting consideration.”
The Shopper Study is based on an online survey of 7,140 Australian consumers nationally, with fieldwork being conducted between 27th May – 1st June 2020. Shopper Media’s data-led study has uncovered further insights:
• 61% of shoppers are aware of retail digital advertising panels within shopping centres.
• 55% of shoppers feel ‘very positive’ towards brands using familiar TV creative when advertising within the shopping centre.
• 32% of shoppers often notice advertising in shopping centres for brands and products they have recalled seeing on TV.
• 53% of shoppers say digital advertising panels within shopping centres reminds them to buy items or services.
• 69% of shoppers say they are more likely to notice advertising for grocery brands when the messages are placed close to the supermarket.
• 64% say they would like to be reminded at the shopping centre of relevant new products or brands advertised on TV.
“Advertisers should not view retail OOH as competitive, but rather complementary. We suggest reinvesting a portion of the TV spend in retail OOH. In doing so, you are increasing the longevity of the campaign, building incremental reach driving potential conversion and ultimately ROI,” adds Hollebone.
*Kantar Millward Brown AdReaction Global Consumer Survey 2017. SOURCE: ‘Profile Ability: the business case for advertising’, November 2017
