Festive OOH campaigns that align with TV adverts are twice as likely to perform well when compared with their non-aligned counterparts, according to new research from System1.
The organisation’s Test Your Ad platform found that Christmas adverts which matched up with a TV creative scored 62% on two-second brand recognition, while the score was 30% for OOH ads that did not align with a TV creative.
On other metrics from System1 – such as star rating, which predicts long term brand gains, and spike rating which measures short time sales potential – OOH adverts matching TV campaigns such as Cadbury’s ‘Secret Santa’ creative also performed more strongly.
The average star rating of 3.1 stars and a spike rating of 1.10 for OOH adverts that matched with a TV spot, compared with 2.8 stars and a spike rating of 0.9 for OOH campaigns that didn’t have a matching TV effort.
Subscribe to Marketing Beat for FREE
Sign up here to get the latest marketing news sent straight to your inbox each morning
“Christmas OOH ads perform nearly a full star better on long-term brand building than the average for non-festive OOH ads,” said System1 global partnerships director Andrew Tindall.
“Those that match TV creative achieve an impressive uplift across the board, with double the levels of brand recognition.
“We’ve seen the same positive effect with this season’s radio ads, further highlighting the value of consistently applying creative best practises across the media mix. Distinctiveness is key so it’s great to see so many brands applying their well-known assets again and again.”
System1 has also worked with JCDecaux to created a set of ‘best practice’ guidelines for OOH adverts, including using bold branding, recurring characters and situations, keeping the advert simple and maintaining a consistent look and feel.
JCDeceaux director of data and insight Chris Felton added: “We have seen so many advertisers create fantastic Christmas TV ads packed with emotion – this new research reaffirms our belief that OOH will enhance your TV campaign by amplifying this emotion across the country as people work, shop, socialise and commute”.
“TV and out-of-home are proven to work well together as complementary brand-building media and by following the guidelines in this report, clients’ campaigns will work even harder, driving results through the brand funnel.”
