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Last Week's Class Activity - Social Media (part a) and User Generated Content (part b)

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Last Week's Class Activity - Social Media (part a) and User Generated Content (part b)

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Think about your brands that you follow or have noticed on social media. Find some examples of a brand using social well to share in class.

What’s your UGC idea? Think of a way a favourite brand of yours could use social media to have their customers create user generated content for their brand. Prepare a slide to share in class explaining your idea - or an existing UGC example - to share in class

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Assessment Two - due Week 10 - in class presentation

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Assessment Two - due Week 10 - in class presentation

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What media type have you chosen to focus on?

Questions about the Assessment Brief?

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MLA203 Topic 8 Out of Home_Trimester 3, 2020

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Consumers who see out-of-home (OOH) advertising are 63% more likely to take an online brand action (web visit, search, download app etc.).

OOH has a clear impact on both offline and online actions, with in-store visits being 46% more likely and in-store purchases being 28% more likely.

Posterscope research has shown that consumers who see out-of-home (OOH) advertising are 63% more likely to take an online brand action, according to an analysis of more than 50 OOH campaigns in the UK between 2015 and 2020.

The analysis found that 23% of those who saw an OOH campaign made a brand action online (web visit, search, download app etc.), a level that is 63% higher than the 14% who did the same among all consumers surveyed.

OOH has a clear impact on both offline and online purchase behaviour. Consumers who saw out-of-home advertising were 56% more likely to make an online purchase from the brand, while in-store visits were 46% more likely and in-store purchases 28% more likely.

Out-of-home advertising also has a clear effect on brand metrics, with brand familiarity up 7%, brand consideration rising 23%, and brand equity up 22% among consumers who have seen OOH ads compared to all consumers surveyed.

While data from the Advertising Association and WARC show OOH advertising spend fell by 46.3% last year, Posterscope's research suggest effectiveness was largely unchanged in 2020. Prompted advertising recall of OOH digital screens and posters was 39% in 2020, only marginally down from the 45% for the 2015-2020 average.

Digital formats are likely to drive future growth in the out-of-home advertising market, particularly as they enable personalisation and for audiences to be retargeted via other digital channels. While digital sites can help capture the attention and emotion of audiences, some practitioners argue there is a scarcity of premium peak locations. Standardised measurement is also an area of improvement for programmatic OOH in the future.

Source: WARC

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Posterscope research shows OOH advertising lifts online actions by 63% - Posterscope

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Consumers who see out-of-home (OOH) advertising are 63% more likely to take an online brand action (web visit, search, download app etc.). OOH has a clear impact on both offline and online actions, with in-store visits being 46% more likely and in-store purchases being 28% more likely.

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Read this case study and the Outdoor Association Award linked in this article. Prepare a few paragraphs that explain your view on this campaign - why do you think it worked so well?

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To help break the cycle of violence against women by encouraging adults to reflect on their attitudes about respect and understand how their actions contribute to the cycle of violence.

Provide a solution, helping people understand that even the smallest moments can have a big impact while encouraging adults to have conversations about respect with young people

Target Audience

Influencers: Adults who influence children 10-17 years

CALD audiences: Adults who speak a language other than English at home

oOh! Solution

In partnership with UM and the Australian Government oOh! developed an innovative campaign solution to drive campaign impact, empowering adults to spark dialogue on this important social issue.

The award-winning innovative campaign solution across contextual environments included:

Data-led campaign planning using oOh! Smart Reach tool

Retail lenticulars to directly contrast the harm of turning a blind eye

Street Furniture Shelter Wraps that included QR codes near schools, sporting fields and parks.

Cutdown TVC creatives displayed across Office to empower conversations after work

Location and time-targeted placements

Results

The campaign reached 14.5 million Australians and 73% of Influencers(1).
Outdoor Media Association Creative Collection winner in the Out Of Home For Good category.
Strong recall result with 33% of the key Influencer audience recalling the campaign.

High level of action with 71% of those impacted by oOh! campaign taking action post-campaign exposure.

Significant uplift in key metrics amongst those who recalled the campaign compared to people aged 18(2):

Encouraged to talk to young people about respectful relationships, and encouraged positive attitudes around gender equality (63% uplift)

Encouraged to 'unmute myself', and call out disrespectful behaviour when I see it (49% uplift)

Made them more aware of role in influencing, and how own behaviour affects (46% uplift)

Source

1. oOh! Road, Street, Retail, Office- Federal Government Research| Timing: 28th April - 14th May 2021| Research Panel: Dynata| All Respondents total n=905, Other language n= 110, Influencers n=383, Recalled oOh! campaign n=170.

2. oOh! Smart Reach, Australians 16+. Influencers defined as Older Families Q Segment

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Federal Government 'Stop It At The Start' Campaign | oOh!media

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To help break the cycle of violence against women by encouraging adults to reflect on their attitudes about respect and understand how their actions contribute to the cycle of violence.

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Creative Outdoor / Out of Home Advertising (#2)

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Creative Outdoor / Out of Home Advertising (#2)

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Facial recognition in support of Movember | JCDecaux Australia

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Most Creative and Brilliant Advertising Campaigns Ever | Funny Outdoor Ads

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Creative Outdoor / Out of Home Advertising

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Creative Outdoor / Out of Home Advertising

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JCDecaux Australia: Woolworths Scented Panel Innovate

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What did you learn today?
Add in comments below.

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Same every week