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Using OOH to target young TV audiences

Generator

Insight

  • 82% of 16-34 year olds are heavily exposed to OOH suggesting that OOH is a key support broadcast medium to target audiences less exposed to TV advertising.
  • DOOH is particularly relevant for this audience since 16-34s are 12% more likely to see it - making it an efficient way to reach them.
  • Viewing to broadcast TV has fragmented across numerous platforms and latest annual decline is around 10 minutes to an average of 3 hours 23 minutes per day.
  • 16-34 year olds view 59 mins of YouTube per day on a device other than a TV set.
  • A 33% impact decline for 16-34s over last 5 years means TV campaign delivery shortfall.

Rationale

  • OOH reaches key audiences like 16-34s - who are also light TV viewers - therefore a natural audience complement to a TV schedule.
  • Broadcast characteristics and fast build of reach enables complementary messaging to land with key audiences.
  • 2019 TV inflation is expected to rocket, creating a significant divide vs impacts delivery.
  • OOH can deliver +12-26% reach impact for same spend when combined with TV. 
  • Using OOH in conjunction with TV, boost long term business effects by +17%.

Opportunities

Please contact Talon for further information.

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