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Driving action with Out of Home
Can Powerful Posters provide a performance marketing channel?
Marketing effectiveness experts, Les Binet and Peter Field, advise a blend of both brand building and activation strategies are the most effective way to optimise your advertising activity. Out of Home advertising’s significant audience reach naturally lend it to building brands, but can it hit more performance-led objectives?
A study by Dr B.J Fogg, behavioural scientist and professor at Stanford University, identified that for a person to perform a target behaviour, they must be: sufficiently motivated; have the ability to perform the behaviour and be triggered to perform the behaviour. For Out of Home, those triggers are the 30,000+ posters and communications across the UK.
To push buyers over the activation line, consider these tactics:
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Motivation
Motivation is influenced by:
- Pleasure/Pain: Will this give me immediate pleasure or reduce current pain?
- Hope/Fear: Will something good happen if I do this now, or will I miss out if not?
- Social Acceptance/Rejection: If I do this now are people more likely to accept me or not?
Ability
A persons ability to acti is influenced by:
- Availability: Can I purchase or act immediately?
- Money: Can I afford this right now?
- Effort: How much mental and physical effort will it take?
Motivation and ability are fluid based on the context in which the trigger is seen.
For example, an advert for a hot coffee will prompt a different reaction on a cold, winter commute than it will if seen on a hot summer evening at home.
The Moments of Truth study showcases the benefits for advertisers who take full advantage of the context, flexiblity and creative opportunities of DOOH.
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Simple techniques to nudge action
Hover over each image to reveal more.
Considering Dr Foggs model, we’ve looked at each factor of activation to understand if behavioural science techniques within poster design will help drive people to action.
Below are three examples of campaigns that use these techniques to increase activation.
