Har­ness­ing media frag­men­ta­tion op­por­tu­ni­ties in out-of-home ad­ver­tis­ing

Ac­cord­ing to the sur­vey by Nielsen, OOH de­liv­ers four times the on­line activations across Face­book, Twit­ter and Instagram, per dol­lar spent, than any other off­line ad­ver­tis­ing.

Financial Nigeria Magazine - - Contents - By Akachi Ngwu

Media frag­men­ta­tion con­tin­ues to be a mixed bless­ing for ad­ver­tis­ers. On the one hand, it enhances the ef­fec­tive­ness of mar­ket­ing com­mu­ni­ca­tion and pro­vides op­por­tu­ni­ties to reach the more so­phis­ti­cated and tech­nol­ogy-savvy con­sumers. On the other hand, the com­pe­ti­tion be­tween old and new media has made it in­creas­ingly more dif­fi­cult to reach tar­get au­di­ences. With the ad­vent of the in­ter­net and so­cial media, au­di­ences are di­vided across dif­fer­ent chan­nels, even as media con­sump­tion habits con­tinue to evolve.

Media frag­men­ta­tion is more per­va­sive across tele­vi­sion, ra­dio, and the print media. In ad­di­tion to tra­di­tional TV chan­nels, ra­dio sta­tions, news­pa­pers and mag­a­zine; video and TV stream­ing ser­vices, pod­casts, blogs, etc have been thrown into the media mix. With this chang­ing media and digital con­sump­tion habits, it has be­come im­per­a­tive for ad­ver­tis­ers to un­der­stand their au­di­ences, and also get a grasp of the dif­fer­ent de­vices and plat­forms used by con­sumers. This would help to de­sign and plan mar­ket­ing com­mu­ni­ca­tion strate­gies.

The only tra­di­tional ad­ver­tis­ing medium unaffected by frag­men­ta­tion is out-ofhome (OOH) or out­door ad­ver­tis­ing. This is due to the unique­ness of its struc­tural de­pen­den­cies and the fact that 70 per cent of the con­sumer's day is spent out­side of the home.

Fur­ther­more, while con­sumers are out­door and com­mut­ing, mobile use is go­ing on. There­fore, ad­ver­tis­ers are com­bin­ing OOH with mobile tech­nol­ogy as part of In­te­grated Mar­ket­ing Com­mu­ni­ca­tion (IMC). With the ap­pli­ca­tion of IMC, com­pa­nies de­ploy their brand mes­sag­ing across both tra­di­tional and non-tra­di­tional mar­ket­ing chan­nels, with each chan­nel re­in­forc­ing the other. One of the ad­van­tages of IMC is that brand mes­sag­ing is more con­sis­tent. This helps in driv­ing cus­tomer loy­alty and boost­ing sales and prof­its.

How­ever, in­vest­ment in this mar­ket­ing com­mu­ni­ca­tion strat­egy would have to be jus­ti­fied by the proper an­a­lyt­ics of media au­di­ences, to en­able strate­gic OOH buy­ing and re­turn on in­vest­ment (ROI). This is why au­di­ence mea­sure­ment is a ma­jor as­pect of the OOH ad­ver­tis­ing in­dus­try. Where in­for­ma­tion about the tar­get au­di­ence is not prop­erly un­der­stood or an­a­lysed, it has of­ten re­sulted in in­ap­pro­pri­ate rate de­ter­mi­na­tion and poor buy­ing de­ci­sions.

Re­search has found that con­sumers are more likely to click on a mobile ad af­ter first be­ing ex­posed to it on an OOH plat­form. This means OOH drives con­sid­er­able on­line ac­tiv­ity. A re­cent sur­vey con­ducted by Nielsen – a global player in the field of au­di­ence mea­sure­ment – pro­vides ev­i­dence that OOH is the most ef­fec­tive off­line medium for driv­ing on­line ac­tiv­ity. Ac­cord­ing to the sur­vey, OOH de­liv­ers four times the on­line activations across Face­book, Twit­ter and Instagram, per dol­lar spent, than any other off­line ad­ver­tis­ing. Rosanne Caron, Pres­i­dent of Out-of-Home Mar­ket­ing As­so­ci­a­tion of Canada (OMAC), said "OOH serves as a trig­ger for on­line search with con­sumers on the go.”

Sim­i­larly, a re­port on the U.S. ad­ver­tis­ing mar­ket con­ducted by Om­ni­com Media Group's Bench­mar­ket­ing, found that when OOH is in­cor­po­rated into the media mix, it in­creases the over­all cam­paign ROI by 37 per cent. Re­spond­ing to the Bench­mar­ket­ing re­port, Chief Mar­ket­ing Of­fi­cer of the Out­door Ad­ver­tis­ing As­so­ci­a­tion of Amer­ica (OAAA), Stephen Freitas, said, “Us­ing OOH in any cam­paign makes it more ef­fec­tive. This new re­port tells us ad­ver­tis­ers see their sales grow and brand aware­ness in­crease when OOH is used in the media mix.”

Demon­strat­ing the media ecosys­tem ap­proach, the Nige­ria unit of Poster­scope, the world's lead­ing out-of-home com­mu­ni­ca­tions agency, pulled off an OOH cam­paign at the Ad­mi­ralty Toll Plaza lo­cated along the busy Lekki-Epe ar­te­rial road in Lagos for Di­a­geo's John­nie Walker. The cam­paign com­bined digital out­door ad­ver­tis­ing with ex­pe­ri­en­tial mar­ket­ing, and so­cial media in a form of in­te­grated mar­ket­ing com­mu­ni­ca­tion. Over a pe­riod of four days in June, dur­ing the month-long com­mem­o­ra­tion of Lagos@50 – the 50th an­niver­sary of Lagos State – the OOH agency said it ne­go­ti­ated a deal to hold the OOH cam­paign at the toll plaza. It in­volved beam­ing John­nie Walker mes­sages from the digital bill­board screens, while the com­pany's brand am­bas­sadors gave out John­nie Walker-mo­ti­va­tional quotes to com­muters.

In the pe­riod of the cam­paign, ve­hi­cles were al­lowed to drive through the toll booths with­out pay­ing the usual tolls. Videos and photos of ac­ti­va­tion were posted

on so­cial media – and re­ported by some tra­di­tional media or­gan­i­sa­tions – to achieve con­tent am­pli­fi­ca­tion.

De­spite the chal­lenge with media frag­men­ta­tion and the di­min­ished mar­ket­ing com­mu­ni­ca­tion bud­gets due to the cur­rent eco­nomic re­ces­sion in Nige­ria, a strate­gic out­door ad­ver­tis­ing strat­egy can be a tool to de­liver ex­cep­tional value to ad­ver­tis­ers and im­prove the uti­liza­tion of OOH in­ven­to­ries. Poster­scope said the drinks com­pany had tasked media agen­cies to help reignite its brand eq­uity. Go­ing by the above re­port on the U.S. mar­ket by Bench­mar­ket­ing, that in­te­grat­ing OOH in a cam­paign im­proves the re­turn on in­vest­ment for the cam­paign, the Poster­scope cam­paign is ex­pected to im­prove sales for John­nie Walker.

OOH fa­cil­i­tates the am­pli­fi­ca­tion and re­in­force­ment of cam­paign mes­sages as con­sumers com­mute daily. That is why this form of ad­ver­tis­ing has re­mained in­su­lated from media frag­men­ta­tion, thereby, help­ing to im­prove brand aware­ness and de­liver value to ad­ver­tis­ers. Un­der­pin­ning its uti­liza­tion and ef­fec­tive­ness is the so­cial media and on­line activations it gen­er­ates for brands as re­search has proved.

The com­bi­na­tion of so­cial media and mobile tech­nol­ogy is what spawned the SoLoMo (acro­nym for so­cial, lo­cal and mobile) mar­ket­ing ap­proach. The sim­ple idea be­hind SoLoMo in mar­ket­ing is that so­cial media has a huge in­flu­ence on the choices and de­ci­sions of con­sumers. These con­sumers of­ten shop lo­cally and on­line. And mobile de­vices can pro­vide both the con­ve­nience of pay­ment as well as the ease of find­ing in­for­ma­tion to help guide the con­sumers' de­ci­sion-mak­ing.

The con­cept of SoLoMo re­quires ad­ver­tis­ers to en­sure they have web­sites and the sites must be mobile-friendly. Com­pa­nies also need to in­crease the search en­gine op­ti­miza­tion of their web­sites, col­lect data about the lo­ca­tion and pref­er­ences of con­sumers, among other strate­gies for mar­ket­ing to the SoLoMo con­sumer.

As con­sumer data be­come an in­dis­pens­able as­pect of mar­ket­ing com­mu­ni­ca­tion, in­clud­ing OOH ad­ver­tis­ing, prac­ti­tion­ers need to in­vest in data man­age­ment and an­a­lyt­ics. Ac­cord­ing to the 2017 edi­tion of Ju­mia Nige­ria's African Mobile Trends Pa­per, in­ter­net pen­e­tra­tion in Nige­ria has reached 53 per cent – the high­est in Africa. Mobile sub­scrip­tion in the coun­try has reached 81 per cent.

There­fore, more peo­ple will go on­line in Nige­ria; in­for­ma­tion on them and their con­sump­tion habits will also be avail­able for data min­ers. Agen­cies and ad­ver­tis­ers that want to re­main com­pet­i­tive – or even gain com­pet­i­tive ad­van­tage – need to be able to process and draw in­sights from avail­able data to prop­erly tar­get brand mes­sag­ing across chan­nels.

Akachi Ngwu

Newspapers in English

Newspapers from Nigeria

© PressReader. All rights reserved.