ACTIVEZ
DENIS GAUMONDIE
Fondateur | Digital Media Village
Intégrer l’affichage numérique intelligemment
PLAY VIDEO
PLAY VIDEO
ÉMILIE MCALLISTER-LAPIERRE
Directrice, Plateformes média et diffusion Sid Lee Média
Comment le Lotto 6/49 a ramené la chance dans la vie des Québécois JANIE THÉRIAULT
Chef du service Publicité, Communications Marketing Loto-Québec
DES DÉFIS DE TAILLE
décroissance générale du bassin de joueurs de loteries
faible d’intérêt face aux jeux de hasard et d’argent par les milléniaux la statistique joue contre nous !
régions « gagnantes » proportionnelles aux à la répartition démographique ; souvent en ontario
2015, une année pivot
La nouvelle plateforme
Basée sur un insight consommateur très fort
La nouvelle plateforme
Déploiement média
comment démontrer l’insight à travers le placement
média ?
Déploiement média
En affichage numérique
Déploiement média
En affichage numérique
Déploiement média
En affichage numérique
Des résultats positifs !
une augmentation
une appréciation
une expression
des ventes au québec durant la période de campagne
marquée de la campagne par l’ensemble des consommateurs
populaire que le québec s’est réappropriée !
ROBERT LEVY
Président et chef de la direction I BrandSpark Intl., Best New Product Awards et Shopper Army
L’impact de l’affichage devant la fragmentation et l’engorgement des médias
Niveau d’attention élevé
Plus de 80 % des consommateurs des grands marchés remarquent l’affichage
Taux de rétention hebdomadaire élevé
¾ des consommateurs se souviennent d’affiches publicitaires
1 consommateur sur 2 (48 %) passe à l’action après avoir vu une affiche publicitaire
Les consommateurs ont recours à des logiciels de blocage d'annonces pour éviter les publicités en ligne
39 % 39 %
Shoppers desof consommateurs utilisent des logiciels Use Adblocking de blocage Software
48 % des 18-34
79 % des utilisateurs de bloqueurs remarquent les affiches publicitaires
SALLY DICKERSON
Founder & CEO, BrandScience Managing Director, Benchmarketing, Omnicom Media Group
Trends in Out of Home Advertising Spend and Effectiveness
In Canada OOH is stronger than US but lags behind TV Radio and Print Print has been slower to fall in Canada. Digital has doubled % spend – Major Categories - Canada TV
Cinema
OOH
Radio
Magazines
yta2016
5.9%
y2015
5.2%
y2014
Newspapers
Online Display/Video
Search
5.8%
y2013
6.4%
y2012
6.1%
y2011
7.0% 0%
10%
20%
30%
Source: SMI excludes local buys as per USA – other sources say there is stronger growth in OOH
40%
50%
60%
70%
80%
90%
100%
The media landscape – TouchPoints Canada 2016.1 100
Social Networking
90
Canadian Millennials
Adults 15+
OOH
Messaging
Internet
80
TV
% Weekly reach
70
Radio
60 50
Print
40 30 20 10
Cinema
0 0.0
0.5
1.0
1.5
Average daily hours (Avg Day)
2.0
2.5
AVERAGE RROIS BY CHANNEL – WITH AND WITHOUT OOH, FMCG All media except Print improve RROI when OOH is in the mix 2.5
2
RROI £
1.5
1
0.5
0 TV
Print
Radio RROI no OOH
Source: BrandScience Results Vault
RROI with OOH
Online display
Paid Search
AVERAGE RROIS BY CHANNEL – WITH AND WITHOUT OOH, GROCERY RETAIL All media channels except radio improve RROI when OOH is in the mix 50 45 40 35
RROI £
30 25 20 15 10 5 0 TV
Print
Radio RROI no OOH
Source: BrandScience Results Vault
RROI with OOH
Online display
Paid Search
BRANDSCIENCE HAVE LOADED ALL MMM KNOWLEDGE INTO A CHANNEL PLANNING SYSTEM This gives general insight as to media mix and budget levels for most effective investment, across markets and multiple categories
Source: BrandScience
In Canada Food/Drink FMCG, OOH should be 10% of the spend, it’s currently less than 5%
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Case study: Three car name plates within a masterbrand - Canada Always with TV as lead medium Small model
Spend
RROI
Midsizem odel
Spend
RROI
Luxury model
TV
5.2
4.6
TV
3.7
8.4
OOH
0.2
5.5
OOH
0.2
14.0
Newsp.
2.9
5.8
Newsp.
2.7
Mags
0.0
Mags
1.1
Radio
0.7
6.2
Radio
0.0
OL Disp
1.1
32.2
OL Disp
1.2
70.0
OL Disp
Search
0.5
58.0
Search
1.2
47.0
Search
OOH is least well performing minor channel so #7
Spend
RROI
TV
5.8
14.3
OOH
0.9
41.0
8.7
Newsp.
1.9
40.8
4.1
Mags
0.2
34.0
Radio
1.0
53.0
2.8
24.1
OOH is best performing offline channel and #3 channel overall
OOH is used to a large extent, its 2nd best performing channel Radio is #1
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TIM SPENCER Fondateur | Cognitif
Exposure. The Vital Role of OOH for Brands
“In commercial urban spaces, illuminated signs and advertising billboards create the very fabric of place: if you take the signs away, there is no place” Robert Venturi, Learning from Las Vegas, 1972
What is semiotics? Meet Booba & Kiki….
Socks semiotics Cheap
Expensive
Out Of Home plays a role at the intersection of culture and commerce.
CULTURE It decorates, entertains, entices, provides choices and declares a space to be alive and prosperous with opportunity and personality.
COMMERCE It informs, advertises, promotes and builds or maintains connections between consumers and brands.
Out Of Home now stands as the only storefront able to effectively and reliably broadcast to consumers.
TV is now under our control And often doesn’t feature ads
Editorial is largely digital content, and ads are under our control
Cinema is challenged by the proliferation of movie archives instantly accessible.
Scale & Dominance Repetition & Absorbency
Synergy & Symbiosis
Propaganda & Seduction
OO H
Adaptability & Evolve-ability
Wit & Enchantment
If life was a supermarket, brands would have the choice to be present or absent on the shelves. If absent, the shelf space would be filled by a competitor, and nobody would be buying into the absent brand…
In the changed cultural landscape, Out Of Home is once more the primary means of making meaningful and lasting connections to audiences, and the only format that can consistently reach them.
