Clear Channel Outdoor: OOH Drives Higher Percentage of Earned Media Conversations

First people are spending less time at home in front of traditional TVs As a Time magazine story subtly titled amp8220Fewer People Than Ever Are Watching TVamp8221 reported 2014 saw a amp8220precipitous decline in TV viewingamp8221 compared to any previous year according to a Nielsen report The article also noted that numerous households are amp8220choosing to dump TV altogetheramp8221 opting instead for broadband and streamed video contentThat brings us to the second advertising trend in terms of time spent Internet is king With individuals spending more time online especially on mobile devices Internet advertising would seem like the next surefire bet an advertiser should take by way of reaching audiences But while digital ads have shown tremendous growth in recent years an increasing number of studies call into question the effectiveness of these ads many appear on parts of web pages people rarely see and some web traffic has been deemed bogus As a July 1 2015 Fortune article phrased it amp8220Half of all online ads are never seen by a human being huge amounts of traffic and clicks come from bot networks and fraud is rampantamp8221 Still the Internet remains a channel where consumers are spending time and are therefore exposed to adsBut is amp8220time spentamp8221 the right way to measure the true impact of an ad campaign At Clear Channel Outdoor we looked at a study that shows the elusive metric of time spent may not be the best indicator of measuring ad impact Thatamp8217s because time spent does not provide an accurate read on whether or not people are actually paying attention to the ads theyamp8217re being served Take a second to think of the last ad on your mobile device that you remember Or better yet the ad you mentioned to a friendHaving a hard time conjuring the brand Exactly And thatamp8217s a problem because a recent Keller Fay study that involves looking at 36000 online consumers aged 1369 annually found that word of mouth conversations 83 of which take place offline drive 13 of consumer sales and amplify the effect of paid media by 15 A Nielsen report echoed this finding indicating that recommendations from friends and family are the number one source of trusted information that drives sales followed by online consumer reviews and brand websites Because the bulk of word of mouth conversations take place facetoface 72 media buyers can easily lose sight of how brands are talked about and remembered if they focus solely on digitalInstead of focusing on time spent media buyers should look more closely at which media generate the most talk The Keller Fay study found that some of the more traditional forms of advertising print radio and outofhome drove greater word of mouth conversations for ad dollars spent compared to newer media such as digital And outofhome advertising generates a disproportionately high amount of word of mouth conversations Overall there are 252 billion annual word of mouth impressions citing billboard ads Whatamp8217s more advertising drives 285 of earned media and 115 of earned media driven by advertising is from out of home as shown belowThe fact that outofhome generates so many word of mouth conversations despite lesser exposure rates than TV and the Internet signals the power of this media In the six industries Keller Fay analyzed outofhome was by far the most efficient channel for generating conversations that mentioned a specific advertisement and inspired salesRather than focusing solely on time spent and digital media media buyers interested in getting a bang for their ad buck must take word of mouth into consideration for measuring impact And outofhome advertising is an excellent platform for generating conversations about brands that in turn generate salesBy examining ways to measure ad impact instead of sticking solely to exposure marketers can maximize ad dollars by harnessing the power of media platforms such as outofhome And as research shows for big impact outofhome is the real kingThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Clear Channel Outdoor: OOH Drives Higher Percentage of Earned Media Conversations

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Andy Stevens

We Are the Outliers - By Jack Myers

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Clear Channel Outdoor: OOH Drives Higher Percentage of Earned Media Conversations

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Andy Stevens

We Are the Outliers - By Jack Myers

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