1. OOH & TV
Complementary Media
03/10/2012

2. OOH & TV – Complementary Media
The following presentation aims to demonstrate how a combined TV & OOH
campaign can be a very effective combination for an advertiser ... Largely because
they are two mediums that complement each other
The first part of the presentation will focus on Planning - how tools such as
Touchpoints demonstrate why a combined OOH and TV campaign is more effective
The second half of the presentation focuses on the Results – this is largely a
collection of various case studies that demonstrate when a TV campaign has been
used in conjunction with OOH, the campaign results have been very effective
We have split this presentation into various sections so hopefully there are a lot of
nickable slides that you can use depending on what you need

3. OOH & TV - Complementary Media
• OOH adding Incremental Reach & Frequency to a TV campaign
especially amongst hard to reach TV audiences
• Complementary Media
• Time of Day THE PLANNING
• Geographies
• Moods
• TV & OOH Working Together to Drive
• Advertising Cut Through
• BrandAwareness THE RESULT
• Brand Equity & Stature
• Message Communications
• ROI & Campaign Longevity

4. OOH adding Incremental
Reach to a TV campaign

5. TV & OOH work effectively together to increase
overall coverage and speed of 1+ cover build
100
TV Solus
90 TV + OOH 89%
80
77%
70
60
50
40
30
20
10
0
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28
Days
Source: Touchpoints 3 – Media Planner
TV only 400 TVRS split by day e.g. 1 Day = 400 TVRS/28 = 14.3 TVRs
TV and OOH 300 TV GRPS, 393 OOH GRPS
TV and OOH – PRPs for 1550 6 Sheets @ £164 per panel

6. Including OOH for the same budget delivers an
additional 13%pt 1+ cover
Solus TV Campaign Take 1/4 (100 TVRs) Re-invest in OOH
off TV budget
£1.02m TV Campaign £765k TV Campaign £765kTV + £255k OOH
= = =
400 All Adults TVRs 300 All Adults TVRs 300 All Adults TVRs
393 OOH GRPs
89%
77% 72%
TV Solus Coverage TV Coverage (As part of TV & OOH Coverage
TV/OOH Campaign)
Source: Touchpoints 3 – Media Planner
TV only 400 TVRS split by day e.g. 1 Day = 400 TVRS/28 = 14.3 TVRs
TV and OOH 300 TV GRPS, 393 OOH GRPS
TV and OOH – PRPs for 1550 6 Sheets @ £164 per panel

7. Including OOH for the same budget delivers high
additional 1+ cover especially amongst 15-34
Solus TV Campaign Take 1/4 off TV budget Re-invest in OOH
400 TVRS to 300 TVRS
20.0%
16.5%
14.3%
12.6% 12.3%
All Adults Housewives with ABC1 15-34 15-34 London
Kids

8. OOH & TV work even more effectively for
4+ cover build
70
TV Solus 61%
60
TV + OOH
50
40 40%
30
20
10
0
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28
Days
Source: Touchpoints 3 – Media Planner
TV only 400 TVRS split by day e.g. 1 Day = 400 TVRS/28 = 14.3 TVRs
TV and OOH 300 TV GRPS, 393 OOH GRPS
TV and OOH – PRPs for 1550 6 Sheets @ £164 per panel

9. Including OOH for the same budget delivers an
additional 21%pt 4+ cover
Solus TV Campaign Take 1/4 (100 TVRs) Re-invest in OOH
off TV budget
£1.02m TV Campaign £765k TV Campaign £765kTV + £255k OOH
= = =
400 All Adults TVRs 300 All Adults TVRs 300 All Adults TVRs
393 OOH GRPs
61%
40%
31%
TV Solus Coverage TV Coverage (As part of TV & OOH Coverage
TV/OOH Campaign)
Source: Touchpoints 3 – Media Planner
TV only 400 TVRS split by day e.g. 1 Day = 400 TVRS/28 = 14.3 TVRs
TV and OOH 300 TV GRPS, 393 OOH GRPS
TV and OOH – PRPs for 1550 6 Sheets @ £164 per panel

10. Including OOH for the same budget delivers high
additional 4+ cover especially amongst 15-34
Solus TV Campaign Take 1/4 off TV budget Re-invest in OOH
400 TVRS to 300 TVRS
31.0%
26.2% 27.3%
22.8%
20.6%
All Adults Housewives with ABC1 15-34 15-34 London
Kids

11. OOH adding Incremental
Frequency to a TV campaign

12. TV & OOH work together to increase overall
frequency and speed of frequency build
9
TV Solus
8 TV + OOH 7.75
7
6
5 5.2
4
3
2
1
0
0 2 4 6 8 10 12 14 16 18 20 22 24 26 28
Days
Source: Touchpoints 3 – Media Planner
TV only 400 TVRS split by day e.g. 1 Day = 400 TVRS/28 = 14.3 TVRs
TV and OOH 300 TV GRPS, 393 OOH GRPS
TV and OOH – PRPs for 1550 6 Sheets @ £164 per panel

13. Including OOH for the same budget delivers
an additional 2.6 frequency
Solus TV Campaign Take 100 TVRs off TV budget Re-invest in OOH
£1.02m TV Campaign £765k TV Campaign £765kTV + £255k OOH
= = =
400 All Adults TVRs 300 All Adults TVRs 300 All Adults TVRs
393 OOH GRPs
7.8
8.0
7.0
6.0 5.2
5.0 4.1
4.0
3.0
2.0
1.0
0.0
TV Solus Frequency TV Frequency (As part of TV & OOH Frequency
TV/OOH Campaign)
Source: Touchpoints 3 – Media Planner
TV only 400 TVRS split by day e.g. 1 Day = 400 TVRS/28 = 14.3 TVRs
TV and OOH 300 TV GRPS, 393 OOH GRPS
TV and OOH – PRPs for 1550 6 Sheets @ £164 per panel

14. Including OOH for the same budget delivers high
additional frequency especially amongst 15-34
Solus TV Campaign Take 1/4 off TV budget Re-invest in OOH
400 TVRS to 300 TVRS
7.0 6.1
6.0
4.7
5.0 4.1
4.0
3.0 2.6 2.4
2.0
1.0
0.0
All Adults Housewives ABC1 15-34 15-34 London
with Kids

15. The Value of Frequency
For example on Brand Consideration & Equity
Frequency 1+ Frequency 3+
BRAND OVERALL AVERAGE EQUITY
CONSIDERATION ALL (1+) = 48% 3+ = 59%
63%
60%
56% 57%
48% 50%
47% 47%
They make me more likely to Flora Buttery has a great Flora Buttery gives a good Flora Buttery is a healthier
try Flora Buttery taste balance of taste and health option
JCDecaux OOH Campaign Research: OnDevice Research Agency

16. Complementing Media
- Time of Day
- Geographies
- Moods

17. TV & OOH complement each other in terms of
time of impacts
FULL DAY = 15-34 spend 7% more time OOH & 5% less watching TV
70
POST 6PM = 15-34 spend 15% more time OOH & 12% less watching TV
60 All adults 15+ TV All adults 15+ OOH 15-34 TV 15-34 OOH
50
40
30
20
10
0
Touchpoints 2012
TV = Watching TV (Any)
ANY OOH = (At work/school/college/Travelling/Elsewhere outdoors/
cafe/gym/pub/restaurant/shopping mall/supermarket)

18. OOH being particularly useful for complementing hard
to reach TV audiences - London
FULL DAY = Londoners spend 9% more time OOH & 8% less watching TV
70
POST 6PM = Londoners spend 15% more time OOH & 8% less watching TV
60 All adults 15+ TV All adults 15+ OOH London OOH London TV
50
40
30
20
10
0
Touchpoints 2012
TV = Watching TV (Any)
ANY OOH = (At work/school/college/Travelling/Elsewhere outdoors/
cafe/gym/pub/restaurant/shopping mall/supermarket)

19. OOH being particularly useful for complementing the
hardest to reach TV audience – 15-34 London
FULL DAY = 15-34 London spend 16% more time OOH & 12% less watching TV
70
POST 6PM = 15-34 London spend 39% more time OOH & 17% less watching TV
60 All adults 15+ TV All adults 15+ OOH 15-34 London TV 15-34 London OOH
50
40
30
20
10
0
Touchpoints 2012
TV = Watching TV (Any)
ANY OOH = (At work/school/college/Travelling/Elsewhere outdoors/
cafe/gym/pub/restaurant/shopping mall/supermarket)

20. Complementary Geographies
OOH is
5% more time spent Outdoors in urban areas more
15% more 6 sheets coverage in Urban areas urban, less
16% more 48 sheets coverage in Urban areas rural
Complementing Geographies
TV is more
10% less time spent viewing commercial TV in urban areas rural, less
14% less commercial TV impacts in Urban areas urban
25% less commercial TV impacts in London
Source: Touchpoints 2, Mediaplanner ‘Urbanite Audience’, BARB

21. OOH can target specific audiences, e.g.
commuters, within urban areas whilst TV is bought at a
regional level
LONDON LONDON LONDON AS IT WOULD LOOK
ITV REGION GEOGRAPHICALLY BASED ON THE
“WORKING POPULATION”
London ITV
THE IMPORTANCE OF ZONE 1 WORKING POPULATION
Managerial/ ABC1 AB 20-39 Annual
Professionals Salary
Zone 1 Boroughs 62% 83% 40% 62% £51,289
London Excl. Zone 1 44% 66% 26% 44% £31,995
Greater London Boroughs, Total pop of 7.5 million - Working pop16-74 of 3.8 million
Source: Census Workplace Survey
Source: 2009 Annual survey of hours and earnings (ASHE), ONS Crown Copyright

22. Complementary Moods
100
90
80
70
60
50
40
30
20
10
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At home Out and about
Clark Chapman Research

23. TV & OOH Working Together to Drive
- Advertising Cut Through
- Brand Awareness
- Brand Equity & Stature
- Message Communications
- ROI & Campaign Longevity

24. TV & OOH Working Together to Drive
- Advertising Cut Through
- Brand Awareness
- Brand Equity & Stature
- Message Communications
- ROI & Campaign Longevity

25. TV and OOH deliver the highest advertising
awareness
Ads seen/heard in the last month?
Television 87%
Out of Home 74%
Online 58%
Newspaper 52% “The most important thing is that a
person remembers your brand as
Magazine 46% having done a lot of advertising …
because in making purchase
Radio 37% decisions we have an availability
bias which massively biases us
Cinema 26% towards buying things we’ve
heard of before”
Mobile phone 16%
Rory Sutherland, IPA
OMC Consumer Journey Research 2012

26. TV & OOH combine to increase ad recall
O2, Bacardi, Aero, Listerine
Any TV OOH TV Unique OOH Unique
Recall Recall Recall Recall Recall
85% 73% 69% 16% 9%
CBS Outdoor Campaign Research: Dipsticks Research Agency

27. TV & OOH combine to increase ad recall
especially in light TV viewing regions
National London
OOH Unique Recall OOH Unique Recall
10%pts 19%pts
TV or OOH Recall TV or OOH Recall
68% 73%
58% 35% 54% 34%
47%
ABC1 OOH Recall Index ABC1 OOH Recall Index
144 156
JCDecaux Stella Artois Campaign Research: Red Blue Research Agency

28. TV & OOH Working Together to Drive
- Advertising Cut Through
- Brand Awareness
- Brand Equity & Stature
- Message Communications
- ROI & Campaign Longevity

29. TV & OOH together effectively drive brand
awareness
Only TV ad seen 61%
Incremental
12% pt increase
in spontaneous
TV & OOH Ad awareness
seen 73%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Any Spontaneous mention Stella Artois
CBS Outdoor Campaign Research: Clark Chapman Research Agency

30. Regional tests again prove TV & OOH
effectively raise brand awareness
62%
53% 50% 53%
Pre
+9%pt Post +3%pt
Central Granada
Spontaneous Brand
Awareness
JCDecaux OOH Campaign Research: You Gov Research Agency

31. TV & OOH Working Together to Drive
- Advertising Cut Through
- Brand Awareness
- Brand Equity & Stature
- Message Communications
- ROI & Campaign Longevity

32. TV & OOH work together to drive brand equity
for Wickes
OVERALL AVERAGE EQUITY
TV ONLY = 24% TV & OOH = 28%
49%
TV only TV & OOH 42%
38%
31% 31%
28%
26% 26%
24% 24% 24% 23%
20% 21%
16% 17% 16%
13%
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JCDecaux OOH Campaign Research: You Gov Research Agency

33. TV & OOH work together to drive brand equity
for Listerine
OVERALL AVERAGE EQUITY
TV ONLY = 54% TV & OOH = 73%
TV Only TV & OOH
80%
Listerine is manufactured by experts in oral care
85%
The advertising for Listerine makes me feel like I 55%
should be using mouthwash 81%
Listerine provides me with confidence that my 52%
breathe will be fresh throughout the day 74%
45%
Listerine is a better brand than other mouthwashes
66%
Listerine kills more bacteria than any other everyday 37%
mouthwash 59%
CBS Outdoor Campaign Research: Dipsticks Research Agency

34. TV & OOH work together to drive brand equity
for Stella 4%
OVERALL AVERAGE EQUITY
TV ONLY = 49% TV & OOH = 66%
Triple Filtered +20%pt
TV ONLY
80%
TV & OOH
60%
Its not as 40%
+8%pt strong Smooth
20% Lager
as Stella
0% +17%pt
Triple filtered
+18%pt leads to a High
Quality
+18%pt
smoother taste
JCDecaux Stella Artois Campaign Research: Red Blue Research Agency

35. TV & OOH Working Together to Drive
- Advertising Cut Through
- Brand Awareness
- Brand Equity & Stature
- Message Communications
- ROI & Campaign Longevity

36. TV creative helping to deliver OOH brand
message effectively
What is the main take out from OOH creative?
Region – OOH only 37%
Region – OOH & TV
+14%pt
23%
FINANCIAL BRAND X
“TAKE AWAY YOUR MONEY TROUBLES”
Source: Millward Brown

37. OOH creative delivering a “Halo Effect” on
TV message communication
When consumers were asked ... what is your main take out from theTV creative?
In the pre stage (when only TV was running) most consumers did not notice the chalice glass in the TV creative.
However at the post stage when OOH was running alongside TV with a “Chalice creative”, consumers started to
notice the chalice glass in the TV advert ... As such they got more out of the TV ad
Pre Stage (Only TV on air)
50% Post Stage (TV & OOH running)
43% 41%
40%
32% 33%
30%
20%
14% 13% 12% 11% 14%
8%
10%
0%
Pass on something Generations of care Reassuringly Contains only 4 Chalice shaped glass
good Expensive ingredients keeps beer colder for
longer
Base: All Respondents
CBS Outdoor Campaign Research: Clark Chapman Research Agency

38. TV & OOH Working Together to Drive
- Advertising Cut Through
- Brand Awareness
- Brand Equity & Stature
- Message Communications
- ROI & Campaign Longevity

39. Above average spend on OOH increases TV
ROI and TV Campaign Longevity
TV ROI incl. Production costs Life of TV Campaign (Days)
OOH % Spend Below Median OOH % Spend Below Median
OOH % Spend Above Median OOH % Spend Above Median
£4.50 60 55
£4.00 £3.87
Life of TV campaign (days)
50
£3.50 £3.25
39
£3.00 40 36
TV ROI
£2.50 30
30
£2.00 £1.55
£1.57 £1.44
£1.50 £1.21 20
£1.00
+30% +19% +8% 10 +53% +30%
£0.50
£0.00 0
Finance Retail FMCG Finance Retail
BrandScience Results Vault (2009)
Campaigns that had both TV & OOH Expenditure

40. TV & OOH successfully drove sales for Stella
OOH
1ST-14TH MARCH
300 300
250 250
200 200
Sales Uplift Index
TVRs
150 150
100 100
50 TV 50
22ND FEB-21ST MAR
0 0
10
10
10
10
10
10
10
10
10
10
10
10
10
20
20
20
20
20
20
20
20
20
20
20
20
20
1/
1/
1/
1/
2/
2/
2/
2/
3/
3/
3/
3/
4/
/0
/0
/0
/0
/0
/0
/0
/0
/0
/0
/0
/0
/0
09
16
23
30
06
13
20
27
06
13
20
27
03
Source: NeilsenStella Artois Campaign Research: Red Blue Research Agency
JCDecaux DME Tesco EPOS Data
EPOS sales data (Tesco)

41. OOH & TV effectively driving footfall in store
14% 13%
12%
11%
+3%pt
Pre -1%pt
Post
Central Granada
Intention
to visit
store
JCDecaux OOH Campaign Research: You Gov Research Agency

42. OOH & TV Complementary Media
• OOH adds Incremental Reach & Frequency to a TV
campaign especially amongst hard to reach TV audiences
• OOH & TV complement each other in terms of time of
day, geography and moods
• TV & OOH work effectively together to drive advertising
awareness, brand equity, message communications and
ultimately consideration to purchase and ROI