Does OOH OUT RANK other formats?
Where should brands place their advertising spend? It’s a question brands must grapple with as returning value on advertising spend remains a priority. While brands might be feeling the push towards digital and social spend, the answer isn’t so simple. However, if we take a lesson from industry body Outsmart’s ‘Superpowers of OOH’ campaign, the answer could be right in front of us.
Or rather, all around us!
Outsmart’s ‘Superpowers of OOH’ series offers an interesting statistic that might point brands in a more holistic direction. Rapport’s ‘Standing on the Shoulders of Giants’ found that Out-of-Home boosts your search results by 129%, affirming the amplifying effects of OOH formats in boosting the business effects of other channels. As a format that forms a formidable presence across the UK (Route data tells us that 98% of the UK population will see an OOH ad every week), adding in OOH as a channel could unlock serious potential across digital and social.
The Ubiquitous team regularly enjoy telling clients that “Taxis are the golden thread that tie together a campaign’. The Rapport research is a great opportunity to explain why. Taxis are a branded touchpoint that builds resonance through thousands of trips every day across central locations. Matching creative with online formats, on digital billboards, and on taxis, aids recall and builds memory because they build a series of cues in the minds of audiences. All they’re waiting for is the branded trigger at the point of sale. We’ve enjoyed playing an important part in some impactful multi-format campaigns, most recently at Christmas time for a festive campaign for The Body Shop. They featured matching Christmas creative on D6s, buses, and of course, London Taxis. This content was then workshopped and replicated on their social media, with our Taxis serving as a creative backdrop for content on their Instagram and TikTok.
Referencing Rapport’s ‘Standing on the Shoulders of Giants research, our own Attest research completed for The Body Shop suggests that OOH formats like Taxi Advertising prompt search online. Among those who recalled The Body Shop Taxi Advertising, 48% looked up The Body Shop online, while 35% followed or searched for the brand on social media. It’s a ringing endorsement for the amplifying effects of Taxi Advertising.
OOH formats like Taxi Advertising elevate brands and put their message in the spotlight:
· Taxis are a branded touchpoint: Because Taxis exist in our world, this adds a different dimension of engagement for curious audiences. They fully immerse audiences in the world of the brand!
· Taxis complement multi-format campaigns: Taxis provide different points of engagement between digital ads, other outdoor formats, and social channels.
· Taxis offer impressive reach and frequency: 98% of UK adults will see a type of OOH ad every week. Taxis fall into this mix, providing reach and frequency where it matters most.
While they’re perfectly capable of stealing the spotlight themselves, it’s the effortless nature of Taxis as a promotional tool that makes them such a great team player. Proving why they are the ‘golden thread’!
Interested in learning more? Contact the team today here -> https://ubiqtaxis.com/contact