The study, called "Go ooh," was conducted jointly by Posterscope and iProspect and was geared
toward promoting the Out-of-Home capacity to generate online traffic.
It also sought to demonstrate that a well-executed search strategy permits the
highly precise direction of this traffic by using Google Analytics to provide accurate usage statistics.
The fact that consumers are using online search engines more and more systematically requires advertisers to maintain a carefully planned presence on the web. A website should have a highly effective SEO strategy to facilitate access through search engines. It is also important to generate traffic in cyberspace. From this vantage point, our goal was to prove that Out-of-Home advertising represents an excellent catalyst, as it allows visitors to be recruited in the real world and to be invited to continue their interaction in the virtual world. Because of its high cover and frequency, Out-of- Home advertising can transmit a concise message that can reach a large number of people in a very short time.
In order to measure the Out-of-Home's ability to lead to an on-line search, Posterscope conceived and ran a large massive campaign in conjunction with its media partners. The message was deliberately reduced to only the essential details: a simple key word on a brightly coloured background designed to stimulate the public's curiosity. A dedicated web site was also developed and referenced subtly by the iProspect team in order to collect as many statistics as possible on the visits generated by the Out-of-Home campaign. Once on the website, visitors were invited to complete a mini questionnaire to provide supplemental information on the "Go ooh" campaign. A contest also encouraged visitors to try their luck at winning a smartphone.
The "Go ooh" campaign was distributed in Brussels and Antwerp in a wide range of Out-of-House communication environments: on the street, in train stations, supermarkets, restaurants, cinemas, and even in fitness centres. Different formats were used, including street furniture and billboards, as well as digital screens, postcards and ceiling posters in public transport, giving the campaign complete visibility for one month.
Given its speculative nature and the little interest it represented for the general public, the "Go ooh" study largely confirmed our expectations. With over one thousand unique visitors on the site, of which more than half completed the questionnaire, the Out-of-Home campaign has clearly demonstrated its ability to generate on-line traffic. These results are very encouraging for replication on a national scale. Most importantly, they show that Out-of-Home advertising has transformed into a new, more integrated, convergent, and measurable dimension.
|Press Release in FR||Go ooh study results||Press Release in NL|