WHY OOH FOR BETTING - Talon Outdoor
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WHY OOH FOR BETTING
CLIENTS?
OOH is uniquely placed to be the key channel for brands
to reconnect with the public as we surface into a post
Covid-19 world.
The lifting of restrictions will be a momentous social
and cultural awakening as people emerge from enforced
isolation and break free from laptops, mobiles and TV.
Roadside traffic and OOH exposure is predicted to return to normal by the end of
June
160
140 Roadside journeys are predicted to
return to normal w/c 22nd June
120
Ada shows that when we exclude
100
London, Roadside impressions are
returning to normal much faster, set to
be w/c 8th June. People rely more
Index
80
heavily on their own vehicles to travel
outside of London
60
London is increasing at a steady rate,
40
expected to return to normal w/c 6th
July. This delayed response is
20
Forecasted hypothetically due to lack of
commuting and increased congestion
0
charge boundary
All UK London Excluding London
Source: Ada COVID-19 Report
RETURN OF LIVE SPORTS Buzz and excitement around return of sporting evens such as Royal Ascot and the Premier League. Whether it is singing with fellow fans at the local football ground or enjoying a day out at the races, millions of fans have missed the connection with their sport. And of course, lots of people enjoy adding to the excitement by placing a wager. The virtual Grand National saw around 5 million people turn into watch on ITV and placed bets that raised £2.6M for charity.
A WIDE VARIETY OF SPORTING EVENTS TAKING PLACE OVER THE SUMMER
June August
• 16th-20th Royal Ascot • 1st FA Cup Final, Wembley Stadium
• 20th Premier League • 1st Scottish Premier League season starts
• 23rd-28th Battle of the Brits National Tennis • 3rd Tennis ATP and WTA tours set to resume
• 27th - 28th FA Cup quarter-final • 5th-6th Football Europa League
• 6th-9th Golf US PGA Championship
July • 7th-8th Football Champions League
• 3rd-5th Formula 1 Austrian Grand Prix • 7th-9th Formula 1 70th Anniversary Grand Prix, Silverstone
• 4th The Derby and the Oaks Epsom • 8th-9th Athletics British Championships, Manchester
• 8th-12th Cricket England v West Indies first test • 10th-11th Football Europa League quarter-finals, Germany
• 9th Athletics Inspiration Games Zurich • 12-15th Football Champions League quarter-finals, Lisbon, Portugal
• 10th-12th Formula 1 Steiermark Grand Prix • 14th Athletics Diamond League, Monaco
• 11th-12th FA Cup Semi Finals • 14th-16th Formula 1 Spanish Grand Prix, Circuit de Barcelona
• 15th-18th Golf LPGA Tour • 16th17th Football Europa League semi-finals
• 16th-20th Cricket England v West Indies second test • 18th-19th Football Champions League semi-finals, Lisbon
• 17th-19th Formula 1 Hungarian Grand Prix • 20th-23rd Golf Women's British Open, Royal Troon
• 22nd-25th Golf European Tour • 21st Football Europa League final, Cologne
• 24th-28th Cricket -England v West Indies third Test • 23rd Football Champions League final, Lisbon
• 26th-30th Football -Championship play-offs • 27-30th Golf US PGA Tour Championship East Lake, Atlanta
• 31st July Formula 1 British Grand Prix, Silverstone • 28-30th Formula 1 Belgian Grand Prix
• 31st July-16th August Snooker World Championships • 29 Aug-20 Sept Cycling Tour de France
• 31 Aug-13 Sept Tennis US Open New York
Source – BBC (dates subject to change)
IMPACT OF COVID-19 Betting habits during the Covid-19 lockdown have remained fairly consistent - despite the lack of sport and large numbers of people suffering a drop in income – there was only a 5% decrease in active player accounts. 62% of “engaged gamblers” – people who participate in three or more gambling activities over a four-week period – increased the time or money they spent on at least one gambling activity. A significant increase over the last year in the number of different gambling activities by people who bet online, from 26% engaging in more than one online activity in April 2019 to 42% during the full lockdown month this April. Source – Gambling Commission
EVEN THOUGH OOH EXCELS AT REACHING GAMBLERS IT ONLY MAKES UP 4% OF AD SPEND
TV Digital Press DM Radio OOH
46% 24% 15% 3% 7% 4%
Source: Nielsen 2019
BUT THINGS MAY CHANGE
OOH DELIVERS REACH, ROI, STRONG FOR INTEGRATED MESSAGING AND CON TEXT
+20%
More likely to report very
large business effects-
campaigns that use
OOH
OOH BOOSTS BUSINESS EFFECTS OF ALL
CHANNELS
+54%
+20%
+17% +17% +20%
+7% Uplift to business effects
when OOH used with
social
Press Radio TV Social Search
UPLIFT TO BUSINESS EFFECTS %
Source: Outsmart, Rapport, IPA Databank
OOH A KEY SUPPORT CHANNEL TO TV
As advertisers return throughout 2020 OOH can support TV
campaigns in reaching media planning, audience and
effectiveness targets, notably around...
• Young audiences
• Declining viewing / impacts
• Continued growth of Streaming and a shortfall in new
programming
• Digital OOH impacts uplift from new Route
• Evidence using Ada, Talon Benchmarks, Ada and role of
OOH driving awareness, consideration and purchasingTRUST IN BRANDS – BENEFIT FROM OOH NEUTRALITY
People are more positive towards and confident in
brand messages delivered in the public space
+17% +14% +15%
“makes me feel “makes me feel I “makes me feel it’s
confident in this can trust this a successful
brand” brand” brand”
“Being in public domain makes it (OOH)
feel more trustworthy”
Source : Work Research – Trust & Consideration Study : Press & OOH comparison – same creativeOOH CHARACTERISTICS
No negative editorial
Away from negative and polarised
opinions
Simple, concise messaging
Digital OOH allows for widespread, national
reach, plus immediate reactive and changing
messages using digital OOH
“Being in public “There’s nothing else
domain makes it influencing you [...]
feel more you’re more likely to
trustworthy” take it at face value”
“Really good thing about billboards is that
they’re simple and easy to understand”
Source : Work Research – Trust & Consideration StudyUSING ADA TO OPTIMISE CAMPAIGNS
• For example Ada can be used to identify people that
regularly go to bookmakers and use OOH locations to
optimise coverage
• Ada can be used to identify people that for example
regularly go to football games across the country.
Consequently map their journeys and movements
before/after games to identify which OOH sites they are
most likely to be exposed to on match day.
Bring online audience into offline;
• It is possible to use 1st party MAID data to identify betting
customers within Ada.
• Profile people who have bookmaker/betting apps on their
phone.
• Work with digital teams to bring online audiences into
Ada.FLEXIBILITY OF DOOH TARGETING KEY TIMES / EVENTS / MINDSETS
• 83% of those who have gambled in the last
month agree that they are likely to gamble on
specific sporting events and 66% say they enjoy
a sporting event more if they’ve place a bet on
the outcome.
• 50% of those audience also think gambling can
be as much about the people that you are with
Optimum usage of Entertainment Apps (e.g. tv, sports or news) as the bet itself increasing to 68% of Londoners
showing the social side to gambling is a key
draw.
• Nearly 90% of those who have gambled in the
last month agree that gambling can be a
EVENING EVENING dangerous habit. Brands therefore need to be
cautious in their messaging and ensure that they
are using relevant, contextual content to target
their audience .
EVENING EVENING
Source: Exterion Work.Shop.PlayRETURN OF SPORT PACK
Building around the buzz of a return to sport.
1 Day 1 Weekend 1 Week 2 Weeks
Roadside D6s £25,000 £50,000 £75,000 £100,000
Number of Panels 1,200 1,200 1,200 1,000
All Adult Impacts 1,159,000 2,062,000 8,941,000 15,325,000
Cover & Frequency 1.4 @ 2 2.3 @ 2 10 @ 2 14.1 @ 2
N.B. Roadside D6s = Half Standard SOV
Source: Route 33.2 / Media OwnerTARGETING SPECIFIC EVENTS WITH CONTEXTUAL AND RELEVANT CREATIVE
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