Facebook Publishes New Report on the Benefits of Combining Facebook and Outdoor Advertising

Outdoor ads - including bus shelter campaigns and billboards - might not be within the budget of most SMBs. But for those businesses that can afford it, there can be significant benefits to running outdoor campaigns in combination with Facebook promotions.

As per Facebook:

“With the widespread use of smartphones, the high visibility of out-of-home—70% of people age 18 and older in the UK say they notice an OOH ad at least once a week1—this goes hand in hand with actions on digital channels such as social media. For example, nearly 4 in 10 adults surveyed (38%) in the US say they have visited a Facebook page or posted on Facebook after seeing an OOH ad, and 25% have posted to Instagram.”

Facebook partnered with Kantar and Accenture to see how Facebook and OOH work together as part of a media mix. Through the research we found that using a combination of the two channels extends the reach of campaigns to a broader and younger audience and helps advertisers more efficiently reach their objectives.

Extend reach with a multichannel approach

Facebook worked with Kantar to evaluate the results of one of Danone’s recent campaigns for Les 2 Vaches, a French organic yogurt. The brand team knew it had to recruit new buyers in order to grow and decided to adopt a multichannel approach using TV, Facebook and OOH ads to achieve its objectives.

The study found that while the OOH ads were effective in reaching existing buyers of Les 2 Vaches, Facebook reached the highest number of new buyers. Facebook was also able to reach younger people, closer to the brand's target group.

When comparing different approaches, using both Facebook and OOH ads worked best—with the combined impact proving to be 13% more efficient than expected.

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Drive discovery with Generation Z and Millennials

Facebook and OOH advertising are particularly effective in driving new product awareness and consideration with younger audiences.

For example, research from Accenture found that Gen Zers and Millennials in Europe are more than twice as likely to say Facebook platforms help them discover new food and beverage products compared with the average population. The survey also found that Facebook and OOH ads have a much greater likelihood of reaching these younger audiences compared with television ads and print ads.

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In addition to influencing consideration, Facebook and out-of-home also have a strong impact on buying.

Gen Zers and Millennials in Europe are significantly more likely to say Facebook and OOH help them make food and beverage purchasing decisions compared with the general population, and they are also more likely to be influenced by these channels compared with print and television.

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For the full report here

Rana Asali