By Marie Le Hur, Marketing Director

When we think about the build up to the festive season, enjoyable, creative advertising plays a genuine role – one we all look forward to. John Lewis has led the way for many years and is back with a vengeance with a three parter for 2024.

However, we know that the efficiency of broadcast TV is reducing and brands don’t want to just rest on their laurels and watch their budgets achieve less than they use to. We also think it’s time we shake things up a bit and give consumers something new to engage with. Enter Out of home – the channel with more reach than any other.

As of 2024, DOOH screens now reach eight in every 10 adults in the UK. The medium has grown from 51% audience cover in 2017 to 84% in 2024, which is even more impressive when you consider how potentially destructive the 2020 pandemic was to the industry.

It’s about more than all this though – efficiency AND effectiveness must be proven to change behaviour and ultimately shift spend within the average media plan.

We know that TV and OOH complement each other – or rather, OOH turbocharges TV. We recently partnered with Ebiquity on an OOH audit and research project entitled ‘Where the People are’. One of their earlier findings was from a study in Spain, where they analysed TV campaigns with and without OOH support, and assessed their impact on sales, isolating all comparable components between campaigns. What they saw was that TV ROI increased on average by as much as 35% when supported by OOH.

Source: Ebiquity ‘Creating a better media world together – performance for today, branding for tomorrow’, Spain, 2023.

Despite this, our recent research with Ebiquity found that that around 41% of media plans which focus on TV don’t factor in any OOH spend.

Source: Ebiquity 16-34 TVRs Jan/May/Oct 2023 / Nielsen Ad Intel OOH 2023 spend.

This is a huge missed opportunity and the festive season is the perfect time to shift the dial. Brands can increase their campaign reach and impact with DOOH, either with a specific creative variation or a long form, full motion opportunity.

 At Ocean, we call this Headliner, which allows brands to bring their TV spot to life on both mediums simultaneously.

To ensure efficiency AND effectiveness for your media plan, especially during this crucial festive season, the numbers speak for themselves. By shifting a proportion of media budget into OOH, brands can leverage the two strongest broadcast channels combined for maximum impact.

Please contact our Head of Insight, steve.bernard@oceanoutdoor.com for more details on ‘Where the People are’, our 2024 research piece with Ebiquity, or click HERE to view the WARC article.

Please contact sales@oceanoutdoor.com to discuss our Ocean Headliner opportunity.