What is the best audiovisual platform to reach a target audience most effectively and successfully?

The answer can differ vastly, depending on who you ask – but has there ever been one ultimate AV advertising platform? While out-of-home is probably not the first channel that springs to mind when considering AV advertising, there is a sweet spot you can hit when you combine the power of TV with the impact of OOH.

We’d like to introduce you to VMO TV.

VMO TV has been proven to complement the strengths and opportunities of traditional AV channels, while over-delivering on traditional outdoor formats.

Sound a little too good to be true? Well, it’s not. And here’s why.

Impact that can’t be ignored

AV in all its forms is in hot demand for marketers. The number of brands requesting AV solutions as TV and online availabilities remain tight, post-Covid, has been vast. 

We’ve seen enormous uptake of brands taking advantage of the VMO TV network to complement AV buys and deliver cost-effective CPMs. VMO TV, however, goes further – delivering the sweet spot of physical and mental availability while delivering peak AV-fuelled attention.  

We’re in the business of creativity and data, so we thought we’d investigate the science around this audiovisual sweet spot and how it delivers real results for brands and perfectly complements more traditional AV channels.  

How brands grow: Mental and physical availability 

In his book How Brands Grow, Byron Sharp presents the concept of mental and physical availability. Sharp argues that a key aspect of a brand’s success, particularly in increasingly competitive spaces (TV, for example), is a brand’s ability to be mentally and physically available to consumers.

A brand achieves most success when it is something that is easily and readily available for consumers to purchase. The reality is consumers don’t give a whole lot of their valuable attention to brands, so brands need to be accessible and capitalise on the moment a consumer is interested in buying what they offer.

For the most part, consumers shop based on convenience, so brands that come to mind (mental availability) and are readily available in the specific purchasing channel (physical availability) when the consumer is already shopping are more likely to effectively capture the consumer’s dollars. This is a benefit OOH delivers in spades. Proximity is its greatest unique selling point. 

Can I have your attention, please?

Attention has quickly cemented itself as an industry buzzword, but for good reason – it’s crucial to a brand’s success.

Marketers value the ability of a medium’s format to capture a consumer’s valuable attention because it maximises ROI. So, if marketers value attention so highly (as they should), then it would make sense that they invest accordingly.

It comes as no surprise that marketers still heavily buy into the power of TV. According to 2021 SMI data on TV + Digital Spend vs Total Media Spend, a huge 55 per cent of all media spend is invested in AV formats.

Meanwhile, OMA recently led a neuroscience study (The Neuro Impact Factor) that looked at the difference between classic and digital advertising screens in out-of-home advertising.

The 2021 study found the likelihood a buyer will notice, recognise or think of a brand in buying situations is inextricably linked to the neuro impact of the ad. By measuring peak moments in long term memory encoding and emotional intensity in the brain, the study was able to evaluate the effect of an outdoor sign at just a glance. In other words, the higher the neuro impact, the more it would have a positive influence on sales over time.

The same study found TV ranks number one for ‘Neuro Impact Factor’ due to its immersive full-motion visuals paired with sound. Digital OOH followed in second, while radio came in third.

When you put all this information together, you can see why we’re talking about VMO TV as the sweet spot. The combined influence of these two individually powerful mediums is too great to ignore.

Reaching the AV sweet spot with VMO TV

The VMO TV network combines high-traffic yet captive environments from health clubs and petro & convenience locations across the country,

The network combines a fully immersive sound-on environment, with full-motion TVCs to capture maximum audience attention, and over-delivers audiences in off-peak free-to-air times.

What solidifies VMO as a genuine TV network is the breadth of real-time content that we know audiences are seeking. News, lifestyle and entertainment are staples of the network.

Providing customers with the right cocktail of engaging content from leading content providers such as The Latch, POPSUGAR, Thrillist, Fandom, HOYTS and Fitness First, alongside high-quality AV advertising, creates a value exchange that maximises attention.

VMO TV reaches highly receptive and captive audiences in a premium format that informs and entertains, harness the power of TV with the impact of OOH.

Don’t miss the sweet spot; a unique combination of physical and mental availability, while delivering peak AV-fuelled attention, and all with the type of CPMs only OOH can deliver.

I want my VMO TV.