TRAVEL INSIGHTS AND OPPORTUNITIES IN OOH SEPTEMBER 2017
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
TOP TRAVEL ADVERTISERS 2016 6m 3.6m 3.4m 1.9m 1.6m 1.6m 1.5m 1.3m 1.3m 1.2m Source - Nielsen
AN EVENTFUL YEAR FOR THE TRAVEL INDUSTRY
TOP 10 OOH ADVERTISERS TO Q3 2016 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
WE ARE TAKING MORE HOLIDAYS BOTH IN THE UK & ABROAD 2 TIMES A YEAR 1.4 TIMES A YEAR SOURCE - ABTA
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 18-24 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.
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
WE ACTIVELY THINK ABOUT TRAVEL DURING OUR HOLIDAY PERIODS SOURCE PRIMESIGHT
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% https://www.theguardian.com/travel/2017/jan/06/sunshinesaturday-holiday-bookings-boost-tour-operators-airlines SOURCE: PRIMESIGHT
WHEN ARE YOU LIKELY TO THINK ABOUT A HOLIDAY? MONDAY 23 19 33 TUESDAY 17 17 30 WEDNESDAY 17 18 30 THURSDAY 16 16 32 FRIDAY 18 23 42 SATURDAY 24 34 44 SUNDAY 23 36 43 0 20 40 60 80 100 120 AM PM Evening Source Talon Travel Insight
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 15 16 30 TUESDAY 13 16 29 WEDNESDAY 12 17 31 THURSDAY 13 15 28 FRIDAY 12 18 32 SATURDAY 22 36 39 SUNDAY 23 36 37 0 20 40 60 80 100 120 AM PM Evening Source Talon Travel Insight
DAY - CAN YOU SAY WHEN YOU ACTUALLY BOOKED YOUR MOST RECENT HOLIDAY? 22 23 18 12 10 7 8 MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY SUNDAY Source Talon Travel Insight
TIME - CAN YOU SAY WHEN YOU ACTUALLY BOOKED YOUR MOST RECENT HOLIDAY? 46 31 23 AM PM - AFTERNOON PM - EVENING Source Talon Travel Insight
MONTH - CAN YOU SAY WHEN YOU ACTUALLY BOOKED YOUR MOST RECENT HOLIDAY? 20 19 21 17 3 2 2 2 4 3 4 3 Source Talon Travel Insight
WHY OOH?
AVERAGE RROIS BY CHANNEL WITH AND WITHOUT OOH (ALL CATEGORIES) 16 All media channels except radio improve RROI when OOH is in the mix 14 12 10 RROI 8 6 4 2 0 TV Print Radio Online display Paid Search RROI no OOH RROI with OOH Source: BrandScience Results Vault
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 35.0 7.0 30.0 6.0 25.0 5.0 20.0 4.0 15.0 3.0 10.0 2.0 5.0 1.0 0.0 0 1 2 3 4 OOH Investment ( m) 0.0 low spend 0.20 medium spend 1.27 high spend 2.47 Source: BrandScience Results Vault
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
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%
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
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)
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 2016. Significant at 80%
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
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 2013-15, based on 100+ statements/questions
DATA FOR CREATIVE FLEXIBILITY, SMARTER PLANNING AND GREATER ACCOUNTABILITY
CASE STUDIES
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) 50000 40000 30000 20000 10000 0 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 01/09/2016 05/09/2016 09/09/2016 13/09/2016 17/09/2016 21/09/2016 25/09/2016 29/09/2016 03/10/2016 07/10/2016 11/10/2016 15/10/2016 19/10/2016 23/10/2016 27/10/2016 31/10/2016 04/11/2016 08/11/2016 12/11/2016 16/11/2016 20/11/2016 24/11/2016 28/11/2016 02/12/2016 06/12/2016 10/12/2016 14/12/2016 18/12/2016 22/12/2016 26/12/2016 30/12/2016 03/01/2017 07/01/2017 11/01/2017 15/01/2017 19/01/2017 23/01/2017 27/01/2017 31/01/2017 04/02/2017 08/02/2017 12/02/2017 16/02/2017 20/02/2017 24/02/2017 28/02/2017 04/03/2017 08/03/2017 12/03/2017 16/03/2017 20/03/2017 24/03/2017 28/03/2017 120 100 Online searches for Travelbag increased by +76% in Jan and +17% in Feb Jan OOH wave Feb OOH wave 80 60 40 Google search index 20 0 04/09/2016 11/09/2016 18/09/2016 25/09/2016 02/10/2016 09/10/2016 16/10/2016 23/10/2016 30/10/2016 06/11/2016 13/11/2016 20/11/2016 27/11/2016 04/12/2016 11/12/2016 18/12/2016 25/12/2016 01/01/2017 08/01/2017 15/01/2017 22/01/2017 29/01/2017 05/02/2017 12/02/2017 19/02/2017 26/02/2017 05/03/2017 12/03/2017 19/03/2017 26/03/2017 Source: Hitwise, Google Trends
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
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
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
OPPORTUNITIES TO INNOVATE
VIRGIN TRAINS CAR & TRAFFIC RECOGNITION DYNAMIC CAMPAIGN http://www.campaignlive.co.uk/article/virgin-trains-why-driveself-crazy-manninggottlieb-omd/1422498#ix7uuc7h4uf7ozfr.02
VIRGIN TRAINS LIVE UPDATES
BRITISH AIRWAYS #LOOK UP
MEXICO SOUTHBANK INSTALLATION
EMIRATES SPECIAL BUILD
LONELY PLANET CONTENT SPONSORSHIP
CRYSTAL SKI LIVE SNOW UPDATES http://talonoutdoor.com/crystal-ski-holidaysencourages-londoners-to-getmorewinter-with-livesnow-reports-and-ski-deals/