TRAVEL INSIGHTS AND OPPORTUNITIES IN OOH

Transcription

1 TRAVEL INSIGHTS AND OPPORTUNITIES IN OOH SEPTEMBER 2017

2 TOP OOH CATEGORIES 2016 ENTERTAINMENT & LEISURE DRINK TELECOMMS FOOD FINANCE 162m 92m 90m 75m 63m TRAVEL & TRANSPORT MOTORS COSMETICS & PERSONAL CARE MEDIA RETAIL 52m 52m 42m 41m 34m Source - Nielsen

3 TOP TRAVEL ADVERTISERS m 3.6m 3.4m 1.9m 1.6m 1.6m 1.5m 1.3m 1.3m 1.2m Source - Nielsen

4 AN EVENTFUL YEAR FOR THE TRAVEL INDUSTRY

5 TOP 10 OOH ADVERTISERS TO Q HOWEVER STILL A RISE IN HOLIDAYS IN 2016 UP BY 7% 86% BOTH UK AND ABROAD HOLIDAYS 30% UK HOLIDAYS ONLY 15% ABROAD HOLIDAYS ONLY SOURCE - ABTA

6 WE ARE TAKING MORE HOLIDAYS BOTH IN THE UK & ABROAD 2 TIMES A YEAR 1.4 TIMES A YEAR SOURCE - ABTA

7 KEY TRAVEL TRENDS 53% 36% 46% 52% 22% 25% Package Holidays Holidays Booking travel and accommodation yourself from different companies Travel only or accommodation only UK Holidays Holidays Abroad CURRENCY CONSCIOUS HOLIDAYS A drop in the value of the pound influencing holiday decisions. Package holidays are on the rise +6% YOY 18% of people took an all inclusive holiday in the last 12 months and 25% are planning to take one this year. The increase has been driven by year olds considering them as the best value option, 65+ year olds for convenience. LONG HAUL CITY BREAKS Over half of Brits took a city break in 2016 compared to 38% who took a beach holiday. City breakers are looking further afield for their next holiday. New aircraft, reduced air passenger duty and the threat of terrorism in some European cities will see interest in destinations such as Dubai, Miami and New York increase. MICROADVENTURES An increasing drive for healthier lifestyles has seen surge in demand for micro-adventures and activity holidays e.g. kayaking, yoga retreats and spas. Almost 1 in 10 people took part in an activity holiday in 2016.

8 WHILST THE MAJORITY OF BOOKINGS TAKE PLACE ONLINE ONE IN FIVE ARE BOOKED IN STORE 76% ONLINE 21% OVER THE PHONE 19% IN STORE 11% SOMEONE ELSE SOURCE - ABTA

9 WE ACTIVELY THINK ABOUT TRAVEL DURING OUR HOLIDAY PERIODS SOURCE PRIMESIGHT

10 Q1 IS A KEY TIME FOR HOLIDAY BOOKINGS Over one third of summer holidays are booked in Q1 Miserable Monday and Sunshine Saturday are key dates for holiday makers as the cope with the post festive season return to work by booking their annual holiday. Online searches related to holidays, cruises and skiing all increase in January Travel +21% Holidays +36% Skiing +26% Cruise +25% SOURCE: PRIMESIGHT

11 WHEN ARE YOU LIKELY TO THINK ABOUT A HOLIDAY? MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY AM PM Evening Source Talon Travel Insight

12 WHEN ARE YOU LIKELY TO ACTIVELY RESEARCH A HOLIDAY? Thinking about how you decide where and when to take a holiday, can you say - across the week - when you are likely to do the following. MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY AM PM Evening Source Talon Travel Insight

13 DAY - CAN YOU SAY WHEN YOU ACTUALLY BOOKED YOUR MOST RECENT HOLIDAY? MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY Source Talon Travel Insight

14 TIME - CAN YOU SAY WHEN YOU ACTUALLY BOOKED YOUR MOST RECENT HOLIDAY? AM PM - AFTERNOON PM - EVENING Source Talon Travel Insight

15 MONTH - CAN YOU SAY WHEN YOU ACTUALLY BOOKED YOUR MOST RECENT HOLIDAY? Source Talon Travel Insight

16 WHY OOH?

17 AVERAGE RROIS BY CHANNEL WITH AND WITHOUT OOH (ALL CATEGORIES) 16 All media channels except radio improve RROI when OOH is in the mix RROI TV Print Radio Online display Paid Search RROI no OOH RROI with OOH Source: BrandScience Results Vault

18 OOH INVESTMENT V OOH INCREMENTAL REVENUE TRAVEL ONLY Significant benefits to spending at higher levels Smaller tactical campaigns can work better than a medium sized campaign 40.0 Revenue Travel 8.0 Revenue ROI - tertiles OOH Investment ( m) 0.0 low spend 0.20 medium spend 1.27 high spend 2.47 Source: BrandScience Results Vault

19 FLEXIBILITY OF DOOH - TARGETING KEY TIMES, DAYS OF WEEK AND EVENTS WITH HIGH TRAVEL INTEREST - Post Christmas Blues - Leap Year - Valentines Day - Sporting events e.g. Six Nations - Mothers Day/ Fathers Day - Easter - Summer - Bank Holidays - Half term - Christmas - Topical / Political events

20 ONLINE BENCHMARKS OOH campaigns are able to direct people online either directly or by increasing the advertised brand s online search index Metric Actual visits % average % shift % shift range Online visits 67,310 n/a +43% +12% / +118% Online search n/a n/a +62% +12% / +92% Actions (e.g. downloads) n/a 17% +182% +64% / +300%

21 OOH DRIVING DIGITAL ONLINE AND MOBILE RESPONSE Creative use of OOH created a 70% increase in search for Google. Strong use of creative content to reach audiences in situ. Time Out content drove 45% increase in website traffic. Tactical use of Digital OOH, targeting commuters by mind-set. Led to a 28% surge in online traffic. Source: Google, JCDecaux, Time Out, Exterion Media, Accord, Talon

22 OOH DRIVING MOBILE AND WEBSITE TRAFFIC 13% of travel sales take place on mobile devices. Consumers who have seen DOOH have a greater response (+35%) to mobile advertising)

23 OOH DRIVING MOBILE RESPONSE: RESPONSE RATES ARE VERY HIGH 9% all campaigns Across all campaigns 9% took brand action on a mobile device. Over half of the respondents that took smartphone action were new or lapsed customers. 57% new or lapsed customers Source: Outsmart, Outperform study Significant at 80%

24 1/5 OF BOOKINGS TAKE PLACE IN STORE. - OOH IS THE LAST WINDOW OF OPPORTUNITY 45% usually look at ads when they are out shopping because it might inform them of something that they d like to buy When people are out shopping and they see an ad that they find relevant, half say the distance to the store where they can buy the product is of importance to whether or not they will buy the product 58% of people say advertising for a product near to where they can buy it, makes it more relevant for them

25 SMARTER BRANDS USING OOH CONTEXTUALLY Amplifying fame and reach and connecting on key metrics, real-time data, social media and locational factors +30% across action, sales, consideration, awareness and perception metrics +44% driving behavioural change (action metrics) +20% for perception and relevance shifts Source: Talon analysis of campaigns across various metrics including sales, call to action, brand perception, consideration and awareness, versus OOH. 20 key measures across campaigns , based on 100+ statements/questions

26 DATA FOR CREATIVE FLEXIBILITY, SMARTER PLANNING AND GREATER ACCOUNTABILITY

27 CASE STUDIES

28 TRAVELBAG In order to beat the post holiday blues, Travelbag used OOH to inspire commuters to book their next holiday. The campaign was active for the first 2 weeks of Jan 2017 and featured formats across rail and the underground Visits to Travelbag s website in London and the South East during the Jan wave increased by +106% (67,192 visits) Oct OOH wave Nov OOH wave Jan OOH wave Feb OOH wave Website visits Unique visits also increased by +102%, resulting in 12,269 unique visitors 01/09/ /09/ /09/ /09/ /09/ /09/ /09/ /09/ /10/ /10/ /10/ /10/ /10/ /10/ /10/ /10/ /11/ /11/ /11/ /11/ /11/ /11/ /11/ /12/ /12/ /12/ /12/ /12/ /12/ /12/ /12/ /01/ /01/ /01/ /01/ /01/ /01/ /01/ /01/ /02/ /02/ /02/ /02/ /02/ /02/ /02/ /03/ /03/ /03/ /03/ /03/ /03/ /03/ Online searches for Travelbag increased by +76% in Jan and +17% in Feb Jan OOH wave Feb OOH wave Google search index /09/ /09/ /09/ /09/ /10/ /10/ /10/ /10/ /10/ /11/ /11/ /11/ /11/ /12/ /12/ /12/ /12/ /01/ /01/ /01/ /01/ /01/ /02/ /02/ /02/ /02/ /03/ /03/ /03/ /03/2017 Source: Hitwise, Google Trends

29 CANADIAN AFFAIR 35.4% increase in website traffic YoY from DOOH and Press in London 28% average uplift in website traffic on days DOOH was running in London 64% Increase in calls YoY during the same campaign period 850 bookings through programmatic display Source: Canadian Affair, Accord, Talon

30 VIRGIN ATLANTIC The objective was simple: increase brand consideration and generate disproportionate levels of awareness of the brand s attitude; Life doesn t come to you so go to it. DOOH showcased One Day moments found on Twitter challenging the selected tweeters to #OneDay within 24 hours to make it a reality. The campaigned ignited fast spreading of social excitement.. There was a 5% increase in consideration and 3% increase in brand awareness YOY. 80% of people said Virgin Atlantic inspires me to travel and do something I ve always wanted to do. Virgin Atlantic brand saliency increased 13%. 23% of those who saw the campaign visited the Virgin Atlantic website for more information

31 EXPEDIA TEST CAMPAIGN DRIVING ONLINE ACTIONS Expedia visits in test region +15% This increase was higher compared to both the control area and London Average length of visit Returning visitors +4.5% Competitive share Expedia competitive share in test region was +8% higher compared to control However, there was no increase pre to post with Trivago, onthebeach.co.uk and First Choice showing the highest increases Search terms Barcelona was used +88% more to access Expedia in the test region Upstream traffic Traffic to expedia was mostly increased by peripheral upstream ways +2% Mobile traffic in test region +18.4% Source: Hitwise

32 OPPORTUNITIES TO INNOVATE

33 VIRGIN TRAINS CAR & TRAFFIC RECOGNITION DYNAMIC CAMPAIGN

34 VIRGIN TRAINS LIVE UPDATES

35 BRITISH AIRWAYS #LOOK UP

36 MEXICO SOUTHBANK INSTALLATION

37 EMIRATES SPECIAL BUILD

38 LONELY PLANET CONTENT SPONSORSHIP

39 CRYSTAL SKI LIVE SNOW UPDATES

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