Thérèse Roux
Abstract
The practices when planning campaigns where different OOH media types are combined are not sufficiently investigated. This exploratory sequential mixed method study contributes to closing the knowledge gap regarding planning OOH advertising media for synergistic effects when integrating different types. In the qualitative component, OOH advertising media practitioners’ practices and views were explored. Four integration strategies were revealed namely:
High brand status strategy capitalising on large prominent structures confined to limited market coverage, brand cogency strategy where a media type is dominant with other supporting smaller formats to offer relative impact, but some wider market coverage than the impact strategy; continued brand awareness strategy employing geographically widely distributed smaller formats which offers a relatively low impact and the extended brand coverage strategy entailing long-term media displays at several prominent locations.
The quantitative component showed that outdoor advertising was the most applied media type, and the high brand status strategy was applied most often. Integration of the components confirmed that the four unique synergy strategies articulated in interviews are applied in campaigns delivered. A framework is proposed to guide advertisers on the key considerations when planning the integration of OOH advertising media types to obtain synergy in multi-media campaigns.