talon generator - using ooh to target young tv audiences web...campaign delivery shortfall. • ooh...
TRANSCRIPT
Contact: [email protected]
INSIGHT RATIONALE THE OPPORTUNITIES• 82% of 16-34 year olds are
heavily exposed to OOH suggesting that OOH is a key support broadcast medium to target audiences less exposed to TV advertising.
• DOOH is particularly relevant for this audience since 16-34s are 12% more likely to see it -making it an efficient way to reach them.
• Viewing to broadcast TV has fragmented across numerous platforms and latest annual decline is around 10 minutes to an average of 3 hours 23 minutes per day.
• 16-34 year olds view 59 mins of YouTube per day on a device other than a TV set.
• A 33% impact decline for 16-34s over last 5 years means TV campaign delivery shortfall.
• OOH reaches key audiences like 16-34s - who are also light TV viewers - therefore a natural audience complement to a TV schedule.
• Broadcast characteristics and fast build of reach enables complementary messaging to land with key audiences.
• 2019 TV inflation is expected to rocket, creating a significant divide vs impacts delivery.
• OOH can deliver +12-26% reach impact for same spend when combined with TV.
• Using OOH in conjunction with TV boost long term business effects by +17%
• Please contact Talon for further information.
USING OOH TO TARGET YOUNG TV AUDIENCES
Source – OMG, TGI, IPA, Route, Media Nations Ofcom report 2018