The starting point

BUYING
BEHAVIOR

GROSS MEDIA
SPENDINGS

PRINT

TV

OUT OF HOME

KPIs

Weekly sales: Euro sold per week

The number of buying households
Intensity: category value of the
brand buyer vs. average buyer

Measuring uplifts
Effect of a campaign will be evaluated
against the average weekly sales
of 1 month before the campaign

IMMEDIATE
EFFECT

SHORT TERM
EFFECT

LONG TERM
EFFECT

During the
campaign

1 week after
the campaign

1 month after
the campaign

LONG TERM
EFFECT
1 month after the campaign

Find a relationship
in the uplifts
Impact on KPI

Uplifts

Relationship

10
9
8
7
6
5
4
3
2
1
0
0

200

400

600

800

1000

1200

1400

1600

1800

2000

Campaign budget (x 1.000)

Find a relationship
in the uplifts
The relationship between sales uplift and
campaign budget takes the promo pressure
into account

Extra Sales

Caused by
media
campaign
Caused by
promo
6

Differences with Belgian study

NL

BE

Controlling for promo pressure

No controlling for promo pressure

Measuring total campaign

Measuring OOH only

PL driving market

Market still A-branded oriented

Larger brands in the study

Smaller brands in the study

Campaigns as from 2013

Campaigns as from 2009

More fragmented OOH market

OOH market dominated by 2 players

Buyer Groups
PL Lovers
Households where >60% of all
FMCG (excl. fresh) items bought
are private labels (unit share).

Value share

Buyer share

2012

2013

MAT Q3
2014

2012

2013

MAT Q3
2014

34%

35%

35%

37%

37%

38%

56%

56%

57%

54%

55%

54%

Switchers
Households where between
40 and 70% of all FMCG
(excl. fresh) items are bought
are all A-brands (unit share).
A-brand lovers
Households where >70% of all
FMCG (excl. fresh) items bought
are A-brands (unit share).
8

10%

9%

8%

9%

8%

7%

The brands in this study

98 brands

Overview of the campaigns

Campaign
type

Number
of brands

Median*
Budget

Mono OOH

22

360.000

Mix TV - OOH

57

1.800.000

Mix TV - Print

12

1.800.000

Mono TV

800.000
10

Outcome of
the study

11

Efficiency of an
OOH campaign
A campaign with OOH gives 1,8% extra sales during the campaign

1 week after the campaign sales increase even higher (3,5%)

1 month later the sales increase is still 2,7%

A mono OOH campaign is more efficient than a mix TV - OOH campaign

when it come to achieving sales uplifts per invested euro
12

Mix campaigns

When mixing TV with OOH higher sales uplifts are achieved when
500K is spent on OOH instead of 300K
20% OOH is used instead of 10% (1 week after the campaign)
Mixing TV with OOH is better than
Mixing with print: especially after the campaign
Mono TV: same as TV - Print

13

Effect of a campaign with OOH

(Mono OOH + Mix TV - OOH)

14

Sales uplift per campaign type

Immediate
effect

Short term
effect

Long term
effect

All OOH ( 1,6M)

1,8%

3,5%

2,7%

Mono OOH ( 360K)

2,0%

2,9%

1,2%

Mix TV - OOH ( 1,8M)

1,8%

3,8%

3,1%

Mix TV - Print ( 1,8M)

1,5%

1,8%

1,4%

Mono TV ( 800K)

1,8%

2,5%

1,5%

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

During the
campaign

1 week after
the campaign

1 month after
the campaign

15

Effect of a campaign with OOH on sales

A campaign with OOH boosts sales, especially on the short term

Median campaign budget

1,6M

3,5%
1,8%
Immediate
effect

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

During the
campaign

Short term
effect
1 week after
the campaign

2,7%

Long term
effect
1 month after
the campaign

16

Effect of a campaign with OOH on Buyers

A campaign with OOH boosts sales, especially on the short term

Median campaign budget

1,6M

2,7%
2,1%
Immediate
effect

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

During the
campaign

Short term
effect
1 week after
the campaign

2,3%

Long term
effect
1 month after
the campaign

17

Effect of a campaign with OOH on Intesity

A campaign with OOH boosts sales, especially on the short term

Median campaign budget

1,6M

4,5%
1,8%
Immediate
effect

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

During the
campaign

Short term
effect
1 week after
the campaign

3,1%

Long term
effect
1 month after
the campaign

18

Effect of a campaign with OOH: overview

Median campaign budget

Immediate
effect

Short term
effect

Long term
effect

Sales

1,6M

1,8%

3,5%

2,7%

Buyers

1,6M

1,8%

3,8%

3,1%

Intensity

1,6M

1,8%

2,5%

1,5%

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

During the
campaign

1 week after
the campaign

1 month after
the campaign

19
3

Mono OOH

20

Mono OOH: overview

Campaign budget

Immediate
effect

Short term
effect

Long term
effect

Sales

360K

2,0%

2,9%

1,2%

Buyers

360K

2,3%

3,0%

1,7%

Intensity

360K

1,0%

2,5%

2,3%

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

During the
campaign

1 week after
the campaign

1 month after
the campaign

21
3

Mix TV - OOH
Median % OOH in the mix: 20%
Median budget OOH: 300K

22

Mix TV - OOH: overview

Campaign budget

Immediate
effect

Short term
effect

Long term
effect

Sales

1.8M

1,8%

3,8%

3,1%

Buyers

1.8M

2,0%

2,6%

2,3%

Intensity

1.8M

2,2%

5,4%

3,5%

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

During the
campaign

1 week after
the campaign

1 month after
the campaign

23
3

Mono OOH vs. Mix TV - OOH

24

Mono OOH vs. Mix TV - OOH: Immediate effect

A Mono OOH campaign is more cost efficient to boost sales

per % uplift

effect

Mono OOH ( 360K)

2,0%

1,8%

Mix TV - OOH ( 1,8M)

2,3%

1.000.000

180.000

2,0%

1,0%

900.000

Sales

Buyers

During the
campaign

818.182
360.000

156.522

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

2,20%

1 week after
the campaign

Intensity

1 month after
the campaign

25
3

Mono OOH vs. Mix TV - OOH: Short term effect

A Mono OOH campaign is more cost efficient to boost sales

per % uplift

effect

Mono OOH ( 360K)

2,9%

3,8%

Mix TV - OOH ( 1,8M)

5,4%
3,0%

2,6%

2,5%

692.308
473.684
144.000

120.000

124.138

333.333

Sales

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

Buyers

During the
campaign

1 week after
the campaign

Intensity

1 month after
the campaign

26
3

Mono OOH vs. Mix TV - OOH: Long term effect

A Mono OOH campaign is more cost efficient to boost sales

per % uplift

effect

Mono OOH ( 360K)

3,1%
1,2%

Mix TV - OOH ( 1,8M)

1,7%

2,3%

3,5%

2,3%

782.609
580.645
300.000

514.286
211.765

Sales

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

156.522

Buyers

During the
campaign

1 week after
the campaign

Intensity

1 month after
the campaign

27
3

Effect of
amount OOH
in the mix

28

Effect of % OOH in mix TV - OOH campaigns

A higher % of OOH gives a higher short term boost

Sales

Immediate effect

Short term effect

3,6%
3,1%

1,8%

1,8%

10% OOH

20% OOH

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

10% OOH

During the
campaign

20% OOH

1 week after
the campaign

Long term effect

3,4%

10% OOH

3,1%

20% OOH

1 month after
the campaign

29
3

Effect of OOH in mix TV - OOH campaigns

A higher budget of OOH gives a higher boost on sales

Sales

Immediate effect

Short term effect

Long term effect

4,3%
3,4%
2,9%
1,7%

300K
OOH

3,3%

1,9%

500K
OOH

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

300K
OOH

During the
campaign

500K
OOH

1 week after
the campaign

300K
OOH

500K
OOH

1 month after
the campaign

30
3

Mono TV

31

Mono TV: overview

Also a Mono TV campaign has its largest boost on short term

Campaign budget

Immediate
effect

Short term
effect

Long term
effect

Sales

800K

1,8%

2,5%

1,5%

Buyers

800K

2,0%

3,3%

2,7%

Intensity

800K

2,2%

2,6%

3,0%

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

During the
campaign

1 week after
the campaign

1 month after
the campaign

32
3

Mono TV ( 800K) vs. Mix TV - OOH ( 1,8M)

A mix campaign has a higher effect on sales than Mono TV

Sales

Immediate effect

Short term effect

Long term effect

3,8%
3,1%
2,5%
1,8%

1,8%

Mono TV

Mix TV OOH

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

1,5%

Mono TV

During the
campaign

Mix TV OOH

1 week after
the campaign

Mono TV

Mix TV OOH

1 month after
the campaign

33
3

Mono TV ( 800K) vs. Mono OOH ( 360K)

A mono OOH campaign has a higher short term effect

effect

Sales

Immediate effect

1,8%

2,0%

Short term effect

2,5%

Long term effect

2,9%
1,5%

1,5%

per % uplift

533.333
444.444
320.000
180.000

Mono TV

Mono OOH

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

300.000
124.138

Mono TV

During the
campaign

Mono OOH

1 week after
the campaign

Mono TV

Mono OOH

1 month after
the campaign

34
3

Mix TV - Print
Median % Print in the mix: 8%
Median budget Print: 135K

35

Mix TV - Print

A mix TV - Print campaign has its highest boost on the short term

Campaign budget

Immediate
effect

Short term
effect

Long term
effect

Sales

1,8M

1,5%

1,8%

1,4%

Buyers

1,8M

1,4%

1,7%

1,7%

Intensity

1,8M

2,3%

3,0%

2,8%

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

During the
campaign

1 week after
the campaign

1 month after
the campaign

36
3

Mix TV - Print ( 1,8M) vs. Mix TV - OOH ( 1,8M)

A mix TV - OOH campaign gives better sales boosts than TV - Print

Sales

Immediate effect

Short term effect

Long term effect

3,8%
3,1%

1,5%

Mix TV Print

1,8%

1,8%

Mix TV OOH

Mix TV Print

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

During the
campaign

1,4%

Mix TV OOH

1 week after
the campaign

Mix TV Print

Mix TV OOH

1 month after
the campaign

37
3

A-Brand lovers /
Switchers / PL Lovers

38

Campaigns with OOH per buyer group

A-brand lovers are intensified / PL Lovers can be convinced too!

Campaign budget

Immediate
effect

Short term
effect

Long term
effect

A-brand
lovers

1,6M

2,6%

2,9%

3,5%

Switchers

1,6M

1,8%

3,8%

1,8%

PL Lovers

1,6M

3,0%

4,1%

2,7%

Sales

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

During the
campaign

1 week after
the campaign

1 month after
the campaign

39
3

Categories

40

Campaigns with OOH per category

Food has the longest effect / Non food takes a slow start

Campaign budget

Immediate
effect

Short term
effect

Long term
effect

Food
(44 brands)

1,6M

2,0%

3,8%

3,6%

Beverages
(27 brands)

1,6M

1,9%

3,8%

2,1%

Personal care
(17 brands)

1,6M

2,0%

3,0%

1,8%

Non-food
(10 brands)

1,6M

0,8%

3,7%

1,0%

Sales

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

During the
campaign

1 week after
the campaign

1 month after
the campaign

41
3

Final overview

42

Sales uplift per campaign type

Immediate
effect

Short term
effect

Long term
effect

All OOH ( 1,6M)

1,8%

3,5%

2,7%

Mono OOH ( 360K)

2,0%

2,9%

1,2%

Mix TV - OOH ( 1,8M)

1,8%

3,8%

3,1%

Mix TV - Print ( 1,8M)

1,5%

1,8%

1,4%

Mono TV ( 800K)

1,8%

2,5%

1,5%

Effect of a campaign will be evaluated

against the average weekly sales
of 1 month before the campaign

During the
campaign

1 week after
the campaign

1 month after
the campaign

43

Sales uplift per campaign type

Immediate
effect

Short term
effect

Long term
effect

All OOH ( 1,6M)

888.889

457.143

592.593

Mono OOH ( 360K)

180.000

124.138

300.000

Mix TV - OOH ( 1,8M)

1.000.000

473.684

580.645

Mix TV - Print ( 1,8M)

1.200.000

1.000.000

1.285.714

444.444

320.000

533.333

Mono TV ( 800K)
Effect of a campaign will be evaluated
against the average weekly sales
of 1 month before the campaign

During the
campaign

1 week after
the campaign

1 month after
the campaign

44

Key take aways

45

Key take aways

OOH can boost your sales immediately. It has a long term effect too.
Mixing with TV?
Use OOH, not print
Higher short and long term boosts than Mono TV
A higher absolute OOH budget will give you higher sales boost
A higher % OOH in the mix will give you a higher short term sales boost
Campaigns with OOH will intesify A-brand lovers
and can get PL lovers back to your brand
46

Any Questions?

47

Any questions?

dr. Dirk Depril

Tom Beerens

drs. Danny Oomen

Consultant Media

Managing Consultant ABS

Division Manager Media

+32 486 533 827

+31 6 250 473 32

+31 6 231 987 34

dirk.depril@gfk.com

tom.beerens@gfk.com

danny.oomen@gfk.com

Belgium

The Netherlands

The Netherlands

48