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.
Jamie Hollebone, Shopper Media’s Head of Revenue (pictured), 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.”
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.
“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%1; and integrated and customised campaigns are 57% more effective overall than non-integrated campaigns1.
“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 Jamie Hollebone.
Shopper Media has a 100 per cent digital network of Smartlite panels installed in 370 shopping centres around Australia with Wi-Fi and virtual Bluetooth beacons allowing Shopper Media to know exactly what is happening in every one of its shopping centres in real time. Shopper Media’s first-party data sets it apart from competitors in the OOH category.
Please login with linkedin to commentShopper Media
Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]
Hootsuite has today announced its acquisition of Heyday, a Montreal-based conversational AI platform that enables brands to deliver personalised customer experiences through 1:1 messaging conversations. Commerce is rapidly moving onto social and messaging platforms. Hootsuite, a pioneer in the social media management category, has the largest customer base in the industry and with this acquisition […]
Moira Geddes, founder and director of independent food publication EATIVITY has been handpicked by IAB Australia to become the first ever micro-publisher to take part in its Mentorship Program, highlighting the important role that specialised custom digital sites play within the country’s media landscape. EATIVITY aims to keep consumers in the know and help small […]
Hivestack, the global ad tech leader in programmatic digital out of home (DOOH) advertising, today announced the appointment of Ichiro Jinnai as president, Hivestack Japan. Jinnai will be responsible for driving the regional strategy, direction and expansion of the Hivestack platform in Japan. “I am beyond thrilled to welcome Ichiro Jinnai to the Hivestack family,” […]
Audience measurement platform LENS Technology & Analytics has appointed Nikhil Elayat to Business Director to fast-track growth opportunities across Australia and New Zealand. Elayat (pictured) joins from New Zealand’s largest independent advertising agency, Stanley Street, where he was head of advertising technology. He played a pivotal role in building adtech functions within the performance team […]
Australian medical research institute, The Burnet Institute has launched, How Science Matters podcast. The informative podcast will be co-hosted by former ABC Radio journalist Tracy Parish and Burnet institute director and CEO Professor Brendan Crabb AC. Crabb is also a microbiologist, malaria researcher and will share his knowledge on contagious diseases. How Science Matters was […]