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Maximize Reach With Out-of-Home and Facebook Campaigns in EMEA
Find out how adding a combination out-of-home and Facebook advertising to your media mix can help your campaigns reach a broader and younger audience.
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Thanks to new technology, out-of-home (OOH) advertising is evolving—and as it does, it is becoming an increasingly effective complement to other media channels. An ad on a bus shelter or billboard can be dynamic, geofenced and real-time, giving marketers the opportunity to create powerful new mixed-media approaches that reach audiences at all stages of the sales funnel.
With the widespread use of smartphones, the high visibility of out-of-home—70% of people age 18 and older in the UK say they notice an OOH ad at least once a week1—this goes hand in hand with actions on digital channels such as social media. For example, nearly 4 in 10 adults surveyed (38%) in the US say they have visited a Facebook page or posted on Facebook after seeing an OOH ad, and 25% have posted to Instagram.2
We partnered with Kantar and Accenture to see how Facebook and OOH work together as part of a media mix. Through the research we found that using a combination of the two channels extends the reach of campaigns to a broader and younger audience and helps advertisers more efficiently reach their objectives.
Extend reach with a multichannel approach
From previous studies, we know that running TV and Facebook campaigns together can help increase the reach of advertising and drive higher sales, and we’ve heard what marketing leaders say about combining TV and Facebook. How do OOH ads fit into this media mix?
Facebook worked with Kantar to evaluate the results of one of Danone’s recent campaigns for Les 2 Vaches, a French organic yogurt. The brand team knew it had to recruit new buyers in order to grow and decided to adopt a multichannel approach using TV, Facebook and OOH ads to achieve its objectives.
The study found that while the OOH ads were effective in reaching existing buyers of Les 2 Vaches, Facebook reached the highest number of new buyers. Facebook was also able to reach younger people, closer to the brand's target group.
When comparing different approaches, using both Facebook and OOH ads worked best—with the combined impact proving to be 13% more efficient than expected.4
Better Together: Facebook and OOH
Uplift factor in likelihood to purchase
* The expected level is a factor of OOH only and Facebook only: 1.11 x 1.20 = 1.33
With both Facebook and OOH channels included in the media mix, all intended audiences—including new and existing customers—were reached, driving 6% of incremental sales, far beyond the benchmark.
Drive discovery with Generation Z and Millennials
Facebook and OOH advertising are particularly effective in driving new product awareness and consideration with younger audiences.
For example, research from Accenture found that Gen Zers and Millennials in Europe are more than twice as likely to say Facebook platforms help them discover new food and beverage products compared with the average population. The survey also found that Facebook and OOH ads have a much greater likelihood of reaching these younger audiences compared with television ads and print ads.5
Facebook and out-of-home advertising help brands reach younger consumers
(Q: Through which of the following do you hear about new food and beverage products?)
Source: “Global FMCG-Food and Beverage Consumer Journey Study” by Accenture (Facebook-commissioned study of 5,539 people ages 18+ in FR, DE, UK), Jun–Jul 2018.
In addition to influencing consideration, Facebook and out-of-home also have a strong impact on buying.
Gen Zers and Millennials in Europe are significantly more likely to say Facebook and OOH help them make food and beverage purchasing decisions compared with the general population, and they are also more likely to be influenced by these channels compared with print and television.
Gen Z and Millennials in Europe rely on Facebook and OOH to help decide which new foods and drinks to buy
(Q: Which of the following play a role as you try to decide which new food and beverage products to buy?)
Source: “Global FMCG-Food and Beverage Consumer Journey Study” by Accenture (Facebook-commissioned study of 5,539 people ages 18+ in FR, DE, UK), Jun–Jul 2018.
Find the right media mix for your objectives
A combination of OOH and Facebook ads can increase a campaign’s reach and efficiency. To determine the right amount of each to include when media planning, advertisers should consider their particular goals and targets.
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“Understanding your brand’s unique objectives and intended audience is paramount when considering which channels to include to create an effective media mix.”
—Torsten Müller-Klockmann, Marketing Science at Facebook
Vodacom, a South African mobile communications company, is a good example of an advertiser that found the right media mix to meet its specific objectives. To showcase a major brand refresh, the firm took a multichannel approach and delivered creative across TV, radio, OOH and multiple digital channels.
With 84% of the digital spend, Facebook was especially important to the effort. Facebook was also especially effective: It drove conversations more than any other digital platform.
The marketing team found that taking this multichannel approach to its rebrand effort helped uplift across metrics, achieving 97% overall campaign reach.6 Both creative and efficient media planning proved key to the success of the campaign.
People are exposed to a broad range of mediums each day, so mixing digital platforms with channels such as OOH advertising can help ensure that campaign objectives are met efficiently. Also, taking fresh creative approaches can help your ads stand out. This can range from testing new formats, such as Instagram Stories for direct shopping, to optimizing your video efforts for mobile. Ultimately, going beyond the traditional and experimenting with everything from your media mix to your creative can open up new ways to connect with audiences and achieve your goals.
What it means for marketers
Add Facebook to reach a broader audience.
When thinking about your media mix, consider adding Facebook to increase campaign reach. Combining OOH and Facebook ads can help influence younger consumers and reach niche target markets, such as light TV viewers.
Understand your audience.
Gain a better understanding of your target groups with tools such as Facebook's Audience Insights. Use these insights to develop the optimal mix of platforms and tactics to help achieve your goals.
Put on your creative hat.
Dare to think differently about your campaign as a whole and use creativity when combining different mediums to spread your message further. Trial platforms and tactics you have not used before to test and learn—you could uncover a new media planning strategy.
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