Using DOOH to ‘find TV audiences’

In a recent Ad Age article it was pointed out that P&G have begun to re-invest in audio to reach audiences lesser served by TV which got me thinking… Why not OOH?

As we have seen, the medium reaches 97% of the population each week, so we have pretty much everyone covered - even those not watching telly. IPA Touchpoints Making Sense data also points to the fact that OOH and TV are natural bedfellows when it comes to the time that they deliver audiences with OOH delivering fairly constantly through the day and potentially acting as a primer ahead of Commercial TV’s evening peak.

But the data becomes more illuminating when we start to look at digital screens’ ability to deliver those not so well served by television ads?

Route data shows that digital screens are seen by 83% of the population each week. When we look at different TV viewing audiences (split by the time they spend watching TV each day) we see that DOOH has a higher level of cover of Light TV viewers than the average - though admittedly it serves all audiences.

The chart above shows that Digital screens reach 85% of Light TV viewers (those watching less than 2 hours of TV per day) a modest over index against the population overall of 103.

Yet, when we compare the frequency of the DOOH ads seen by Light TV viewers against the adult population, we see a much stronger demonstration of the strength of digital screens in landing advertising messaging with this otherwise hard to reach group. Light TV viewers see 15% more digital OOH ads each week than the average person in GB.

Of course, this makes perfect sense, if people are not at home sat in front of the television, it’s very likely that this is because they are not at home, rather they are out and about enjoying the great outdoors and soaking in all those ads - which is perhaps why BBC, ITV, Channel4 and Paramount are all regular OOH buyers.

Note: Thanks to Simon Frazier at the IPA for his support and provision of Touchpoints data for use in this piece. Check out the latest Touchpoints data in more detail here.