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Ada Optimised Campaigns Outperform OOH Norm Benchmarks
27 May 2020 11:24am
Research into the effectiveness of Out of Home (OOH) campaigns to create a normative benchmark from On Device Research, an advertising effectiveness specialist, has shown that Ada optimised campaigns deliver advertisers greater returns on investment than non-optimised campaigns. On Device’s analysis of 40 advertising campaigns showed that compared to sector norms, Ada optimised campaigns are more likely to be recalled by audiences, deliver significantly larger lifts in brand consideration and intent to purchase.
Since launching in 2019, Ada, Talon’s proprietary intelligent data management platform, has helped hundreds of advertisers to deploy data-driven audience targeting strategies in their OOH campaigns.
Ada has been designed to make it easy for advertisers to identify new customers and more effectively reach them with targeted OOH campaigns based on their real-world behaviour. Billions of device-level audience data points are analysed by Ada to create meaningful insights about how people behave and move around in the real world.
By combining Ada’s audience insights with rich information about the location and viewability of OOH media placements, Talon creates optimised media buys which more efficiently reach the audiences that advertisers really value. A wide range of advertisers are using Ada to deliver more effective OOH campaigns, including McDonald’s, Virgin Media, Starbucks, Studio Canal and Specsavers.
Independent research agency, On Device, analysed the performance of a range of campaigns from across the industry and were able to compare the results of Ada optimised campaigns with campaigns which used standard OOH planning techniques.
Over 40 OOH effectiveness studies conducted by On Device research were used to create a normative benchmark and compared to Ada optimised campaign results1. Against the OOH norms, Ada optimised campaigns outperformed on ad recall, consideration and purchase intent. Additionally, Ada- optimised OOH campaigns also saw significantly stronger shifts than digital and social for brand consideration and purchase intent.
There was a strong average uplift in ad recall of 1.7%, against 1.3% OOH norm, demonstrating how campaign optimisation, improves OOH recall by ensuring that messages are seen by the right people, at the right time and in the right places.
‘Consideration’ is a commonly used key performance indicator in brand advertising campaigns, but often difficult to shift. On Device’s study uncovered an average uplift in branch consideration of 5.8% for Ada campaign, compared to a 3.8% OOH norm, representing a 53% improvement.
Another key metric for many advertisers is purchase intent. On Device found Ada campaigns on average deliver a 1.6% lift, which is eight times greater than OOH norms (0.2%). Ada-optimised OOH campaigns were also better at shifting purchase intent than social media and comparable to digital. On Device’s research also finds a near perfect correlation between claimed and actual purchase intent.
Alistair Hill, CEO and Co-Founder of On Device Research, commented:
“We can clearly see signs that campaigns targeted using Talon's Ada data management platform outperform the average out-of-home campaign both in terms of ad recall and brand consideration. Out-of-home has been proven time and again to be an essential channel for brand building. The confluence of eye-catching ad units with the type of enriched targeting data integrated via Ada is resulting in a brand multiplier effect that will allow advertisers to capitalise on ads with enhanced cut through that are driving significant brand persuasion."
Jonathan Conway, Chief Strategy Officer of Talon Outdoor, commented:
“Talon launched Ada to make it easier for advertisers to reach the right audiences and achieve their Out of Home campaign goals. On Device’s study provides yet more compelling evidence that Ada is doing exactly that and helping client partners to achieve greater returns on their media investments.”