Most read: Brands should spend 45% of outdoor budget on digital, recommends OOH study
, an effectiveness study of the sector has concluded, 北京赛车pk10's Omar Oakes reports.
The research by BrandScience, the Omnicom econometrics and data science business, analysed over 211 OOH ad campaigns between 2011-2015 and was commissioned by Talon, the independent outdoor media specialist.
It found, when the costs of digital and traditional OOH are taken into account, the optimal proportion of DOOH is about 45 per cent. Above this level, returns are diminishing.
Read on for different groups of advertisers on how to maximize return on investment when combining digital and traditional OOH as part of a wider media mix.
ASA: Scary clown Halloween ad banned for being irresponsible and causing offence
for being irresponsible and causing offence, 北京赛车pk10's Omar Oakes writes.
The outdoor ads for Norfolk Dinosaur Park's Primevil event prompted 23 complaints to the Advertising Standards Authority on the grounds that it would cause fear and distress and was inappropriate for outdoor display in an untargeted medium.
When contacted by the ASA, Norfolk Dinosaur Park said they had removed posters that were close to schools where young children may be present. They removed a total of 12 out of 34 initially placed.
The ASA ruled the ad must not appear again in its current form. Norfolk Dinosaur Parkand was told to ensure their marketing was reasonably targeted.
The watchdog ruled the ad breached CAP Code rules 1.3, for responsible advertising, and 4.2, for harm and offence. Click on through for .
On social: John Lewis and Sainsbury's new followers
北京赛车pk10's incredibly busy Omar Oakes writes that over the festive advertising period, as both Christmas ads went viral on social.
Both retailers picked up thousands of new followers on social media, most of whom are women, according to a report by market research company Starcount.
The report suggests John Lewis picked up 22,000 new Twitter followers, with many appearing to favour M&S most as a brand.
Meanwhile Sainsbury’s picked up 18,800 new Twitter followers, many of whom were strongly connected to Amazon as a brand.
The new John Lewis audience were more interested in higher end brands such as Selfridges, Waitrose, Not on the high street, Liberty and Boden. Sainsbury’s newest audience was more strongly connected to high street or household brands such as Argos, Kellogg and Quidco.
The study also found the preferred TV show for both audiences won over the festive period is The Great British Bake Off.
Both brands’ new followers were mostly aged between 25 and 34.
Latest ads: Paddy Power launches cheeky 'pocket jostle' ad to promote new app
to promote its new smartphone app, writes... guess who?
Gav Thompson, the chief marketing officer at Paddy Power, said:
The idea of a 'pocket jostle' is a little too fruity for mainstream TV, so this ad is online only, targeted at our adult customers within our own Paddy Power channels.
We acknowledge it’s a bit close to the bone, but the tongue-in-cheek metaphor of knocking a quickie out in your pocket was just too good not to share. We showed the idea to our customers and they thought it was very funny and very relevant, so we decided to share the joke.
High art: A requiem for gas meters
Yesterday we told you about a debate where the motion that was carried.
Well, here comes the high art in advertising. As part of a national campaign by Smart Energy GB to raise awareness around the switch to smart gas and electricity meters, The Royal Philharmonic have fashioned instruments out of old meters and performed A Requiem for Meters, written by Gary Tarn.
Perhaps it's just us, but we're really feeling for the old gas meters – they're quite beautiful in this context. Is it too late to reverse this smart energy policy? Or perhaps we can just find the meters a second life as instruments for kids?
Compiled by Jonathan Shannon
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