Published on FacebookIQ

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.

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

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 … READ MORE HERE