oOh!Media’s POLYGRAPH creative effectiveness study has revealed new data that shows brands using full motion out-of-home creative saw a 187% increase in buyers compared to those using static digital only.
The findings, based on the analysis of anonymised customer transactional data, follow the launch of the outdoor advertising and media company’s new product oOh! motion – an offering that delivers full motion video across more than 8,800 screens throughout oOh!’s digital video network.
The outdoor advertising and media company’s tracked the campaign effectiveness of non-FMCG brands using oOh! motion and found that the average increase in buyers was 187%, 16 times greater than the broader category. In addition, brands using full motion creative saw a 66% increase in new customers – three times greater than the broader category.
An Out of Home campaign for Mutti, Italy’s number one brand of high-quality tomato products that used the full motion capabilities of oOh!’s Retail network, saw a 22% increase in buyers, significantly outperforming the category, which dropped 2.7% over the campaign period.
Analysis of the campaign also revealed 63% of Mutti buyers were new to the brand, higher than the category average of 29%. Mutti also recorded growth in market share and brand penetration, up 17 and 35% respectively, leading to category share of eight percent and brand penetration of 10%.
Neil Ackland chief content, marketing, and creative officer, oOh!Media said: “Full motion video effectively and efficiently captures audience attention in high dwell environments at scale, but less than half of advertisers are making full use of this capability, despite most already creating video content for social, TV and online.
“oOh! has the largest full motion OOH network, reaching 71% of metro Australians each week, and with POLYGRAPH – which measures the correlation between OOH creative executions and their impact on actual purchase behaviour – we can help guide advertisers and agencies on how best to optimise their creative to maximise impact and drive ROI.”