Using OOH to Increase Suicide Prevention Awareness

By | Campus Advertising, Engaging Millennials, Food for Thought, Generation Z, Media Planning & Media Buying | No Comments
Suicide is a leading cause of death, with nearly 800,000 deaths around the world ever year, according to the World Health Organization. In fact, the Centers for Disease Control and Prevention states that it is the tenth leading cause of death in the United States, claiming 47,000 lives in 2017 alone. While it isn’t an easy or comfortable topic to talk about, recent years have drawn a greater awareness to like issues. Suicide, anti-bullying and mental health overall are no longer off-limit topics of discussion and have been central to several awareness campaigns, as well as celebrity-endorsed social movements (check out Justin Bieber’s Instagram post here sharing his current struggle with mental illness). Such efforts and campaigns are executed with the help of advertising.

 

What is OOH Advertising?

There are several different types of advertising, though our focus will be Outdoor or Out-of-Home Advertising (OOH). As one might be able to decipher from the name, OOH is advertising that reaches the consumer while they are outside their homes. Such advertising includes billboards, bus shelter advertisements, newspaper kiosks and wall panels. It is a traditional form of advertising and can be wildly successful if executed correctly. We see numerous OOH advertisements every time we leave our homes, yet only a select few are memorable and leave lasting impressions.

OOH advertisements have played a significant role in starting and continuing the conversation around sensitive subjects, such as mental illness and suicide. It is not all that uncommon to see mental health, suicide awareness and prevention campaigns on these OOH platforms. Such campaigns are steps in the right direction for increased awareness and provide immediate calls-to-action, as they often include hotline phone numbers and additional resources for support.

An article in TIME Magazine states that the National Suicide Prevention Lifeline expected 1.1 to 1.2 million calls in 2013, the year that the article was written, and receives about 15 percent more calls year after year. The same article states that in the last 20 years, public policy and federal funding have shifted their efforts to a broader mental wellness movement aimed at individuals suffering from anxiety and depression, utilizing OOH advertisements to relay their campaign messaging. Individuals in the new target audience are often referred to as being “upstream”, meaning that they are not a current suicide risk. The thought behind this shift is to reach people before they are “downstream” and at risk for suicide. The National Suicide Prevention Lifeline is unique in that is has adopted the shift towards broader advertising while maintaining their position as an emergency resource for those at risk of suicide, as well. So, how is a safe and successful OOH awareness campaign created?

 

Tips on Making Your OOH Advertisement Successful

Out-of-Home advertisements are often seen in passing, while people are on the go, giving advertisers only seconds to capture people’s attention. How does one do this? I have complied a list of key points and strategies that appeared several times in my research. Read More

Audio Advertising 101

By | Buying Power of Millennials, Engaging Millennials, Generation Z, Media Planning & Media Buying, Mobile Advertising, Social Media Advertising | No Comments
Audio streaming, Spotify and Pandora
In today’s digital world, traditional advertising methods are no longer enough to maintain competitive in the media and marketing space. Every day, people consume advertisements through a variety of content and streaming platforms. They easily absorb their information through streaming advertisements, whether watching shows and movies on Hulu, or even listening to music or podcasts on Pandora and Spotify. Unlike traditional advertising, audio advertising can reach a more targeted and specific demographic based on the content the user is consuming. Before we dive into what makes audio advertising successful and provide tips on managing a successful campaign, let’s start with the basics: what is audio advertising?

 

What is it?

“Audio advertising” is simple – it’s the advertising you listen to while on your audio-streaming platforms. When you are listening to streaming content on Pandora, Spotify or similar stations, you are likely being targeted with audio advertisements. Advertisers can buy space on such platforms, and strategically target users who fit into their desired audience based on data that is unique to streaming platforms via required profile creation. Each time a user creates a profile on platforms like Spotify or Pandora, they are required to put in basic information such as gender, age, and music preferences. This data can be translated into key demographic data which in turn serves as a way for potential ads to target potential niche audiences. With the growing popularity of audio streaming, the advertising space they offer has grown too. This comes as no surprise, since we have our phones with us at all times; while we are commuting to work or just running errands on the weekend, audio advertising is infused into the daily soundtrack of our everyday lives.

 

Why is it important?

It’s no secret that the world of advertising is changing drastically. Consumers are no longer just engaging with traditional media, and the audio advertising space is one of the new channels that can be utilized to capture your target demographic. Forbes stated that streaming is officially the lifeblood of the music industry in the U.S., considering that Spotify alone has a total of 191 million monthly active users. This means that advertisers must adapt to digital platforms in order to remain relevant. While the space is relatively new and continues to emerge, it is increasing in popularity each year with no signs of slowing down, as more and more users are shifting to multimedia and streaming platforms. While such platforms provide the option of ad-free listening or the choice to skip them, this comes at a premium, but studies have shown that only a small percentage of users choose this option.

 

However, skipping an advertisement could actually work in the advertiser’s favor. In an interview with Ad Age, Danielle Lee, Global Vice President of Partner Solutions at Spotify, said she believes that users will only skip advertisements that are not of interest to them. Therefore, the advertiser can ultimately better target their demographic. Not only will this allow advertisers to narrow down their target audience, but it will allow them to be more successful in their efforts to increase conversions. Individuals will listen and engage with advertisements that interest them and, thus, provide advertisers with important information about how to better target and adapt their marketing efforts. For instance, according to The Drum, platforms such as Spotify have log-in data that allows advertisers to hone in on specific groups of users based on their age, gender and listening habits.

 

This allows digital advertisers to target their specific audience while also being able to measure post-advertising data that is integral in evaluating the campaign. On Spotify, for instance, advertisers can measure user interaction and if they listened until the very end. While it is important to be able to track how many people your advertisement has reached, what is becoming more and more important is the user journey after it has been played fully. For example, did the user visit the advertiser’s website? Did the user make a purchase? This information allows advertisers to track performance in real time and close the advertising loop, providing them with a holistic view of engagement surrounding their advertisement, which then provides a more accurate calculation of their Return on Advertising Spend (ROAS) from music- to podcast-streaming platforms.

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