The hidden powers of out of home media

0:09Alex Brownsell: Hello and welcome to this episode of The Walk Podcast. My name's Alex Brownsell and I'm the Head of Content for Walk Media. With each passing year, we learn more about the role of media quality in advertising effectiveness. Keen listeners to The Warp podcast may remember an episode from a couple of years ago when we interviewed Rich Kirk, a then Chief Strategy Officer at Essence MediaCom, about signaling. In other words, the unspoken qualities that a media channel conveys and the impact that this can have on campaign effectiveness. Today, a new study looks to build on that work by delving deeper into the signals shared by different out-of-home ad formats.

0:49Alex Brownsell: In just a moment, will be joined by the man behind the research, Steve Bernard, Head of Insight at Ocean Outdoor, alongside, I am delighted to say, Rich Kirk, who returns to the podcast, now EVP planning at WPP Media. But before we get started, here's a quick word from our sponsor.

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1:47Alex Brownsell: Hello both and welcome to the podcast. Hi there, Al. How's it going? Very good to be here, Alex. Thank you. Great to have you both on. And Rich, this is, as I've said, this is a topic we've been talking about for a little while. Just before we get into the new stuff, can you remind our listeners what we mean by signalling, how you've been defining it in the research you've been doing, and I guess what we know so far? Yeah, so I mean, signaling is all built around this sort of fairly well known adage that the media is the message. And the theory is that over generations of people being exposed to media, we build up in our subconscious as a population, these sort of associations between different types of media, different media surfaces, and what that says about brands.

2:37Now, the sort of first piece of work that I encountered about this was by Ian Murray and Andrew Tenzer, who are the sort of like absolute godfathers of this sort of research in media, where they looked on behalf of Thinkbox at what they called the signaling strength of different media types. and they did that study during lockdown and a few years later when I joined WPP I worked with Andrew and Ian to repeat the study in non-lockdown conditions because some of the criticism of that study had been that it was done in a quite weird period and what we found was that the results replicated and that certain channels have got the ability to communicate more about a brand so So things like they make people feel like the brand has more confidence in itself, that it's more financially secure, that it offers a higher quality product, that it's more likely to be recognized if you talk to your friends about it sort of on a cold basis.

3:42And all of those things are communicated by the media choice because the experiments that we do around it account for the fact that they account for brand size, they account for spend, they account for all the extraneous factors. so Andrew and Ian we did we did that study twice and that was signaling success one and signaling success two then following that I started to work with media owners to delve into a sort of like universal insight that we'd we'd sort of seen come out of that research which was essentially that the more the public thinks subconsciously the more they think it costs to appear in a place the greater the signaling power of that media.

4:22And we started working with media owners, including Ocean and Steve, to investigate that in individual channels. So we would take different formats in an individual channel and then look at the perceived price amongst consumers of those channels, those different formats relative to one another, versus the actual price, which enabled us to understand where potentially there was value in individual channels. And we did that across a number of channels. And I'm really pleased to say that Ocean sort of really took to that research and they've gone back to working with Andrew and Ian on doing even more work in trying to understand how this signaling strength plays out in out of home in particular.

5:01And therefore, what value might be on offer to brands who are willing to plan with signaling strength as a sort of key input, particularly for campaigns where they feel that premium media has a really strong role to play on the media plan. And so that's sort of in a nutshell, probably not a nutshell because I've always gone to it too long, but that's kind of how we've got to this study today. What's really interesting is that repeatedly we see the same things corroborated across studies, which is a rare thing in advertising. But the more people attribute to the media in terms of their understanding of its cost and its value, the greater the impact it will have on all those brand cues that a marketer wouldn't be wanting people in the board to understand that they're driving upwards.

5:52Alex Brownsell: Steve I'm sure you presumably saw this study or the two studies when they came out why did you think actually it'd be quite an interesting thing to delve deeper into at a format level and not just look at out of home in totality? So I'll ask that I guess in two ways so first the specifics of why we thought this was the best approach this year but also where that fits into the kind of wider picture for ocean the sort of bigger picture and where it I guess dovetails very nicely with our other work that we've done quite recently in terms of things like attention so specifically as Richard said we started working with Richard and the team I think probably about 12 to 18 months ago looking more deeply at certain formats really on a cost perception as Richard said and what came out of that was a very high as you would probably expect a very high cost perception on behalf of the public for very iconic assets such as Piccadilly Lights and the IMAX but also for other sort of premium assets that we have within our portfolio so that would include sites in the grid so this is large format for motion out of home sites typically in pedestrianized areas and that was a fantastic sort of a follow-up I guess for Richard and the guys from Signaling Success 2 but we really wanted to go a bit further we wanted to actually understand well where on each of the specific signals that feature in signaling success 2 and the earlier work from thinkbox where um across those signals do we really uh really outperform i guess we have always i guess where this fits into the sort of bigger picture is we have always through our research program at ocean tried to demonstrate the key difference between or the key differences between premium digital out-of-home assets or premium and iconic out-of-home assets, large format, iconic, etc.

7:48The differences between that and standard out-of-home. We exist as a media owner, given that our portfolio contains a very large proportion of such assets. We kind of sit in a very interesting place, which is, yes, out-of-home, we are an out-of-home media owner, but we also share in a lot of elements which are in common with things like TV or social media or certainly video. And so how we look at our sites and the impact they have on people has to be quite specific. So, yeah, we've always sought to kind of differentiate the power of our assets, and signalling is just a perfect way of doing that.

8:26Again, it dovetails very nicely for us from the work we did with Lumen last year on attention and identifying that there was not just much greater average view time for premium large from what digital out-of-home assets versus standard out-of-home assets. That was 3.9 seconds average view time versus 1.3 average view time for smaller format digital out-of-home. But also in terms of the outcomes that that leads to, you know, greater recall, greater brand choice, greater brand perceptions overall. And so yeah, signalling is absolutely where we wanted to take this because as Richard said in the aftermath, I guess, of signalling success too, attention isn't just the only ingredient you should be looking at attention's made great as a topic of study has made great um swathes in the industry and people recognize how important it is as an ingredient in a media plan but it's the it's it's how people feel and how they respond to something which which goes along with attention to create a really powerful framework for how we should be looking at different media channels so signaling an attention for us is kind of perfectly related And so again, following on from our attention work, signaling was the best place to go with that.

9:38Yeah, I think that I just fall upon that last point there, that there's definitely, if you're purely focused on attention as your indicator of media quality, you're absolutely missing something because attention measurement is very mechanical. so it's about it's trying to understand like physical eyes on you know it's the it's the physical mechanics of how your body is reacting to to the media whereas what we're studying with signaling is much more the subconscious takeaway that people have and those things are important because let's say for instance you take two things which appear very similar so it could be two sites in out of home or it could be two programs in telly that essentially would command the same amount of attention because the formats are very similar but the context that they're seeing it has a massive impact on the and and produces a big gap in the signaling power and if you're purely planning on attention then you're not pricing that that in and so you're leaving you know understanding of value on the table basically which can affect your media plan and affect your ability to deliver competitive advantage over your rivals.

10:51So I think that trying to distill down the quality discussion around media to a single variable is a false debate and a false dichotomy. We have to think about the quality of media on both the physical, so that attention could be a proxy for that, and then the subconscious impacts it has.

11:09Alex Brownsell: And so it's worth emphasizing that high attention does not mean a sort of strong signaling platform like that you know that there's not necessarily a correlation between the two i mean generally speaking attention and signaling strength are correlated but it's when you want to get down to looking at you know attention data generally sort of goes down to format but then the the context that sits around that you know you know attention will sort of give you an average amount of eyes on attention for a particular video type or a particular home type for instance if you're doing two influencer films and ones with an influencer that people think is going to cost a significant amount more for your brand to achieve than a another one or similarly you've got two similar out of home sites but one's in a much much more public and higher football place than the other even though they're the same you know those things will have a significant impact on the signal so it's a great way to they're not competing with each other as metrics but they are absolutely complementary and looking at one alone as i've said means that value gets left on the table i think steve i'm conscious actually just to take half a step back before we get into the results and the findings that um some of our listeners who aren't based in the uk who maybe aren't aware of the the out-of-home landscape in in the uk market that they've probably heard of the likes of piccadilly circus but which have been in every film in london since about a century but the uk i think is quite a unique market in terms of development we've made with the high impact digital out of home format so when you're talking about some of these different premium formats could you just give us our listeners an idea of what we're talking about here so typically we're looking at these in in two different ways which is first the size of the format and the screen and also what's on it so that could be creativity but it could also be the creative techniques which go into bringing an advert to life so things like full motion we haven't just stopped at having static digital running around on on you know in a one in six loop or anything like that we've gone a step further and built more motion into into screens we have pioneered creative techniques even further to the point where we are able to deliver 3d anamorphic effects in advertising.

13:32So it's an incredibly varied format landscape in out-of-home, in digital out-of-home, but it's also an incredibly varied sort of creative landscape. So possibly more than any other Diblet market, actually. And so understanding the effects of these different nuances in terms of not just size, but creative technique is really, really important for advertisers to understand you know these are premium by their very nature they stand out they might sit on an iconic canvas if you will such as piccadilly lights or indeed the imax bfi imax in uh in waterloo in london but it's also that creative technique the the value of um investing in these creative techniques to cut through to resonate with people to capture their attention yes but also to say something very almost quite profound about the brand that appears on them.

14:26And again, that's the kind of things that we have been testing at Ocean in the context of signaling, but also in the context of things like attention, but also neuroscience and looking at the emotional intensity and the memorability that comes about from being exposed to these type of creative formats and iconic formats as well. So yeah, it's a very varied marketplace, which we have to think very creatively as well about how we research those nuances.

14:53Alex Brownsell: So yeah, let's start talking about how the research came together then, because, you know, correct me if I'm wrong here, I've always sensed that out of home, in some ways, is a trickier medium to measure or to kind of undertake this sort of research, just because of the sort of nature of lab conditions that, you know, if you compare it with sort of someone just sitting passively watching video, for instance. So how did you go about achieving that? Well, we were very mindful that we wanted to replicate the methodology that had been developed by the team at Everyday People, so Andrew and Ian, in order to provide the proper context for our results versus other media channels.

15:29So I think in the case of this study, we were always committed to this type of methodology. I mean, it's an interesting point about how we research and out of home. Ideally, we'd always want to be doing real world, if you will testing but that's not always feasible given the multitude of different sort of contexts that I guess we want to measure so that would be accounting for the different types of creative ads which were on screen at any one time you know we have to control for that in a way that would be very very difficult in a real world test so we're having to test different conditions and again lab settings are often the only way that we can really do that effectively it's also worth noting that much of the work that's been done, whether it's on tension or neuroscience that we've done before in the wider industry has been done under such conditions.

16:19So again, I think we are always very mindful of it, but we're also very open and honest about how or the necessity of things being in a controlled setting.

16:29Alex Brownsell: Well, let's talk about the results then. Let's get into it. What did you find and how did those formats compare with other channels? Well, I think we would have hypothesized when we started this research program that the large format assets, so that's large format for motion typically, and the iconic formats such as Piccadilly Lights and the BFI IMAX, would outscore standard out-of-home and would provide a very sort of interesting comparison with sort of other broadcast media channels like TV and cinema. So what we found was that a large format for motion delivered overall a 50 % increase in fitness signals versus standard out of home but those iconic formats went a leg higher to about an 88 percent increase in terms of social signals because the signals are defined differently so three signals are fitness signals and three signals are social signals in terms of those social signals large format formation delivered a 23 percent increase versus standard out of home and iconic again went a leg higher and delivered a 37 percent increase premium large format superseded tv on two of the six signals tested but iconic formats superseded tv on five of the six signals but one of the things we're really really mindful of in the work that we do is identifying really where we think there is opportunity for advertisers to get the most out of this type of research and that's in looking at the comparison between premium out of home sites and iconic sites versus things like social and online video where there is millions upon millions and millions of pounds being spent all the time.

17:57And yet, and yet we are, all of us in the industry, very mindful of trust issues and brand safety and the need for broadcast brand building. What we found was that for Ocean Premium collectively, there was a 71 % increase in quality versus social media, a 91 % increase in financial strength and a 21 % increase in confidence signaling. So when you compare premium and iconic formats to again things like social media uh things like online video where there are are lower cost perceptions on the part of the public where they understand and recognize what it takes to invest in big broadcast signaling there is an intrinsic power coming through from the general public considering your brand as much higher quality having much higher um sort of financial power much stronger confidence by being seen in that very sort of big public space um i really like a line that richard used a couple of years ago in one of your pieces richard where you said promises made in public carry a hell of a lot more weight than promises made in private and it's something that i think we are uh that we would absolutely echo getting out there on these big premium formats is absolutely going to turbocharge how your brand is seen yeah so wanted to the thing that i love about the signaling methodology developed by andrew and ian is um you know when you compare the the channels so i know i know ian whitico was talking about this recently but he was talking about you know given the parlous nature of the economy that we're facing into and advertising's unique ability to be flexed within the year and it's and therefore it's placed on the chopping block uh often in boardrooms he was sort of saying like all these debates about brand safety and trust and advertising in the right places for the right reasons and stuff like that they all fall down in the boardroom they don't get much shrift what the boardroom will do is look at the cpm of media and say well you just need to move money into lower cpm media like that's as much analysis as will get done to justify the cut in a boardroom and and what the great thing about this is is say well those cpms are high because we can show that this media delivers against the signaling factors and the signaling factors are things like would you like our advertising to communicate that the brand is for a company that has extreme confidence in its products would you like the advertising to communicate and grow the number of people who would say i believe that brand delivers a very high quality product would you like the advertising to grow the number of people who think that brand is successful or is going to become very successful and you know that those are just three of the things as some across the fitness and the social signals that we are testing for so these are very clear benefits that anybody you don't have to be in the marketing department or speak the language of marketing to understand that it is worth paying a premium to have those attributes attributed to your business and brand because it's those attributes that will drive sustained cash flows over time so the great thing about signaling i think is it makes the case for premium media and it justifies why premium media costs a premium but in really clear language where no one in a business would say well then we don't want those attributes associated with us because we are getting those attributes we're getting bang for our buck on delivering those attributes in these environments versus other environments where you know if you were to do a very unemotional quick brutal unsophisticated exercise in reducing the marketing budget to face into the economic challenges that we that we're looking at as a country you would say well let's just like go for lower cpm media because it's all it's all just advertising right like so i think that's what i love about the methodology is it gets us out of marketing language which is just i think if you speak marketing if you speak pure marketing in the boardroom you are just not serious you're not going to be seen as a serious person in other words of logan roy but this sort of stuff gets you to a place where you're just in clear plain language communicating i can numerically show that pain that has increased cpms is delivering these incredibly important attributes that are inarguably important to our business not awareness and consideration and preference, which are all points that I don't think boardrooms take seriously, but just plain English, really important attributes you would want for your business.

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23:20Alex Brownsell: Steve, obviously we've talked then looking at those formats and how they perform from a signalling perspective against other channels. But I think one of the key areas of focus in Out of Home over the last few years has actually been to prove how well as a channel it dovetails and amplifies other channels on the media plan. Is there anything that we can conclude from this that brands are going to spend on TV-type media, they are going to spend on search social, What does this mean for when you're setting out your media plan at the start of a campaign, knowing the signaling qualities? So I think we've always been very mindful at Ocean about positioning premium and iconic formats as having a very powerful turbocharging effect on wider media plans, on the performance of other media channels within such a plan, what you might call the omni-channel effect.

24:08one of the things that struck me actually when we were developing this project as an idea was a lot of the signaling work that's previously been done showed an almost perfect correlation between the signal strength of a media channel and the effect that it has on other media channels within a plan and that's really really important for us at Ocean because again it dovetails very nicely with how we've positioned things like our neuroscience work which looked at the priming effect, i.e. you lead with premium and iconic formats and you elicit a tangible effect on the performance of that campaign in terms of how people are going to respond to it.

24:47So there's greater emotional response to a campaign where someone's been primed by premium and iconic formats. There's greater memorability, etc. We did something similar with Lumen last year, looking at the powerful attention effect when you combine premium and standard ad-of-home formats. So this, again, is more evidence to show that the inclusion of premium and iconic sites is going to have a tangibly powerful effect on your wider media plan. And we're not seeking to put forward a message here, which is we're perfect and that's the end of the story and that's what we do. It's very much being mindful of the need to show where we have a role, the powerful role, and at times very specific role in terms of timings of when you place your premium ads within a wider campaign.

25:37We're very mindful of all of that when we're telling these stories to the market.

25:43Alex Brownsell: Rich, obviously, you look at medium through the prism, I suppose, of all the clients that you've worked across. Has this changed or challenged any of your perceptions on out-of-home, or has this sort of confirmed what you suspected to be true? It's more the latter, I think. And I think for most media planners, I would hope that for most media planners, this data backs up what they instinctively know to be true. I think the value of the research that Steve and Andrew and Ian have done and the work that I've done in the past, if you were to bring it all together into a single body of work, I would say the value is that it puts numbers around that very, very long-term effect of media and that very deep subconscious effect of media that we all know as marketers must be there.

26:31But we, I mean, I don't think, for instance, that, you know, modelling, and I hate to be down on MMM or to dig out MMM because it is a fantastic tool and it's great to see it being adopted by more and more brands in the last few years. But it's, you know, you speak to any econometrician and they will tell you that it's much better at getting a detailed handle on the very short-term effects of media than it is at getting a handle on the very long-term effects of media. and I think we need as an industry to not sort of simplify measurement down to like well the blue, this sort of like gold standard of measurement is simply MMM and a few experiments.

27:07I think we need to keep digging out at what is it at a kind of like evolutionary level that makes us react to advertising the way that we do because Andrew and Ian and Steve and I we've talked in the past about the fact that these signaling strength is built up because it's a society we spend our entire lives consuming media and how we watch other people consume media and the you know seeing a man in a pinstripe suit reading the ft or on the train versus you know seeing just everybody else scrolling through their phone like that you know that even though you don't read that paper like that has an impact The fact that some of Ocean's sites are at some of the most highly trafficked and most iconic places in the country, that has an impact.

28:01And as a society, we all understand this. You don't have to have been to Piccadilly to understand the value of Piccadilly Lights. Because you've seen it in every film about London that Hollywood's ever produced. right let's do yeah i think that what we're doing with this research is trying to is trying to explain some of the stuff that's maybe a bit it is super important but at the same time is is is not immediately obvious in a more rational way of thinking about advertising effectiveness i mean you know a lot of what all of this is rooted in is sort of stuff that people like rory's of london richard shot on who are much more charismatic than me would make up a brilliant anecdote about like But it's all rooted in that kind of thinking.

28:46Alex Brownsell: Steve, from your perspective, what are the, I suppose, the key learnings that you're hoping that advertisers, that marketers learn from the research? You know, what are the key takeaways from your perspective? Well, I think I'd sum it up like this. And we've covered some of this ground already. But I'd say in an era where trust and brand perception is uppermost or should be uppermost in clients' minds, we are providing more evidence as to how we aid that, essentially. The link between signaling and trust is very, very powerful. and what we're demonstrating here is that when you consider the nuances of these very varied types of out-of-home media formats and creative techniques that if you deploy those carefully and in the right way within a wider campaign you can you can have a very very powerful effect on the outcomes of that campaign the long-term outcomes as as rich talked about you know in terms of that the key takeaways again considering those nuances for us is so so important there's There's always a danger that we find when we've looked at this in the past that people bucket out of home as just one thing.

29:57You know, when it's outdoor and it's posters and it's some screens, increasingly more screens. But actually there are fundamental differences to how these different formats and environments and creative techniques impact people. Not all impacts are equal is something we like to say at Ocean. And it's very, very true. The impact you get from a bus shelter, for example, is very, very different to what you get from a much larger full motion site, for example. And I would say this, you know, reach, which is an incredibly difficult sort of media commodity to achieve in this day and age, which is getting harder and harder to achieve broadcast reach.

30:35Reach is important, yes, but also things like signaling power, attention levels, you know, what's been defined before as attentive signaling is really, really important. And if you look at media channels as Richard and the team at WPP have done and Andrew and Ian and Everyday People, and you look at a chart which has attention going along the bottom and signal strength going along the top, we are right up there up and to the right of such a chart along with things like tv and cinema and that's really really important for us to demonstrate as richard said to put a number on for a market which is incredibly and rightly so preoccupied with with measurement and um and more and more data so so those that's that's kind of how i how i would sum it up you know this is this has never been more important in the sort of uh world we live in at the moment and where we have to make very very careful evidentially based judgments on where we put advertising so we hope

31:33Alex Brownsell: we've contributed to that positively yeah well no music to our ears because we would much rather that marketers were thinking about whether their media dollars were going to be more effective and and i think it's a really interesting study and i'm really happy you've been able to share it with us rich from your perspective then just to wrap up really i suppose you know you've been working on this topic of signaling for a few years now is it is it something that you think there's more to do there's more sort of layers of the onion to peel yeah so one thing that i'm really interested in now is um as steve just said like that there's this thing about reach right so you know we're in an economy now where i think the key thing for companies when they're looking at the european operations and the european operations is like well the economy you know we need that part of our business to be super super efficient there's other parts of the globe where we can get massive outsized growth.

32:25But because of the way that our economies are, efficiency is really important. And so one of the things that, you know, the work of Philippe Tomas and other people has showed that this isn't necessarily the optimal way to go about it, but it is the sort of procurement brain rational way to go about it is, well, let's build as much reach as we can for the lowest possible cost. Now, in our tools, we can look at reach curves and we can look to build a plan that does that. But then we've also got at WPP all the data that sits behind Profitability 2. And obviously we're updating that database all the time as we move towards a point where we might update that report in the future with our partners.

33:05And we know that data where it's built on outcomes. So it's spend to outcomes instead of spend to reach. The spend to outcomes produces a media mix that you could say, well, that's the optimal media mix for my brand and my campaign. but then you go and look at well what's the the sort of if you were to say that the goal of marketing is to get as much reach for as little money as possible what does that plan look like and what we're trying to do is explain and and work out what data enables us to transform the plan from the reach plan to the most optimal outcomes plan what we'd find is that when we put in signaling data but we equate you know we do we use signaling on an index of like one to a and then adjust the reach curves for the quality, what we find is that the pricing mechanics still overwhelm the signaling strength data and we don't get towards that optimal plan.

33:55What we actually find is that you have to multiply out the signaling data so that the gaps... You obey to the way you do it. If you overemphasize in the model the relative quality of the signaling data, it gets you much closer to what profitability too says the optimal plan should look like. So the raw output of that is that we're massively undervaluing the power of signaling in terms of its ability to deliver outcomes. If we think about it as being just another factor alongside price, it's actually much more powerful than we think. Now that's work that we're sort of pushing on with and trying to work through.

34:33But everything that we're looking at sort of suggests to us that when it comes to quality adjusted reach planning, you know it's hard to underestimate the importance of the quality metrics in moving you from that like really cheap efficient reach world to what's the optimal plan for delivering outcomes so yeah and that's a story that we're you know that needs further development and then we'll need to sort of bring that out in another report but that's to me is really interesting and that then sort of closes the loop i think if we can if we can if we can investigate that fully we can close the loop on sort of how this quality stuff really explains a huge part of how advertising works.

35:15Hopefully what that will do is it will enable marketers who are talking to their businesses about how much and where to invest in advertising, it will enable them to sort of close the loop on why premium media is required and how premium media drives outcomes in a way that isn't immediately obvious and that we've become used to in terms of linear attribution over years and years and years and that's an interesting project for me but yeah this uh i think it's what i hope that other organizations in the landscape would want to join with us in trying to do more

35:46Alex Brownsell: of that research just as ocean have yeah it sounds absolutely fascinating i think it's you know we're obviously seeing such a commitment across the media landscape to sort of proving that different touch points drive outcomes but actually understanding why is so fundamental and if we can kind of crack that then then that's such an unlock for brands well thank you both so much for your time and for talking through the new research and media quality steve um if readers want to read the full thing and are they able to access it somewhere in particular on on the ocean website uh yes it will be downloadable on the ocean website in uh over the next few days and uh we look forward to speaking i guess in in one-on-one meetings with people if they want to kind of get this in and we can talk about it uh in more detail and specifically how it affects their their particular brand we'd be more than happy to do that so um yes you'll be hearing from us in multiple different ways on this project over the next few weeks and months well make sure you you go and take a look at the full study because it really is interesting so thank you to rich thank you to steve and i'm afraid that's all we have time for today remember you can subscribe to the podcast on your favourite podcast platform.

36:57Alex Brownsell: And if you really liked it, go on and leave us a review. Until then, thanks for listening.