may 2012 - out of home advertising association of america · a higher percentage of billboard...

May 2012

• Rich multidimensional study of consumers’ daily lives

• Captures behavior in real time, on a smartphone, helping marketers identify contextual factors that impact message receptivity

• High quality measurement of all media from a single sample

• Identifies the sequence of media exposure in the full context of daily lives

• Innovative foundation for fusing other data sources

What is USA TouchPoints?

2

3

Recruitment & Training Survey After the Survey

National probability sample of

2,000 adults 18-64 from

GfK MRI Sample

Training call scheduled within

24 hours of recruitment

Participants: Entries collected over 10 days

Administration: Performance rates checked, participant compliance ensured (calls made to participants if needed), monitoring flags analyzed

Incentive, Thank Yous

Data Editing Rules

Applied

Ascribed to 21,000+ respondents of GfKMRI’s Survey of the American Consumer TM

GfK MRI Respondents

USA TouchPoints©

Diary

USA TouchPoints Syndicated Study Methodology

Data Is Captured Every 30 Minutes Over 10 Days

What’s Measured?

4

Key Benefits of USA TouchPoints

Opportunity to increase advertising ROI by placing ads when and where consumers are likely to be receptive to the message …

Who they’re with

What they’re doing

Whatthey buy, own, use

When activities occur

Media

Where they are

How they feel

What kind of people they are

5

In the right mood, with the right people, doing the right things, in the right place

5

Look! Buy!

While Consumers Are Away From Home, They’re Doing Things That Are Critical To Marketers

6

They’re Using Media And Being

Reached By Messages

They’re Socializing And

Influencing Other People

They’re Shopping and Making Purchasing Decisions

‘Away From Home’ Has A Large Impact on Consumers’ Days

7

On the average day, you can reach 86% of consumers

Average Day

Away From Home* Other

A18-64Reported time: 6AM-12AM

*Also includes ‘Away From My Workplace’

Avg.

Day

Rea

ch (%

)

Away From Home* By Time Of Day

0

10

20

30

40

50

60

70

80

Peak Time for ‘Away From Home’ Is During the Afternoon

A18-64

8

*Also includes ‘Away From My Workplace’

Peak6A-10A

10A-3P3P-7P

7P-12A

0

5

10

15

20

25

30A 18-64 A $75K+ A 18-34 W 18-64

Avg.

Day

Rea

ch (%

)

*Also includes ‘Away From My Workplace’

Different Demo Groups Have Similar Patterns For When They’re ‘Away From Home’

While Away From Home* By Time of Day

… and their ‘away from home’ opportunities vary by Place…

10

Most Americans interact every day with ‘away from home’ places & vehicles…

Consumer Definitions Of ‘Away From Home’

TravelingCar or truckMotorcycleAirportAirplaneBicycleWalking

OutsideOutdoors away from home

Public TransportationBusSubway or trainBoat or ferry

Food ServiceQuick service restaurantRestaurant or bar

RetailGrocery storeOther store or mall

GymGym or health club

11

Traveling48%

Retail19%

Food Service16%

Outside11%

Gym4%

Public Transport

2%

Share of Consumers Away From Home*

Traveling62%

Retail13%

Outside10%

Food Service10%

Gym3%

Public Transport

2%

Share of Time Away From Home*

Travel Dominates ‘Away From Home’ Experiences

12

A18-64Reported time: 6AM-12AM

*Also includes ‘Away From My Workplace’

0

10

20

30

40

50

60

70

80

90

100

Traveling Retail Food Service Outside Gym Public Transportation

A18-64 A$75K+ A18-34 W18-64

Avg.

Day

Rea

ch (%

)

Reported time: 6AM-12AM

*Also includes ‘Away From My Workplace’

Different Places Have Different ReachBy Demographic

Away From Home* by Demo

+8%

+51%

+18%+14%

Avg.

Day

Rea

ch (%

)

Traveling

0

10

20

30

40

50

60

70

Travel Opportunities Have Four Peaks On The Average Day

A18-64

“Four Prime Times”

14

6A-10A

10A-3P

3P-7P

7P-12A

15

• OOH offers scale, impact, creativity and targeting• Effectively and efficiently surround your audience• Variety of vehicles increases options• Strategic alignment whether in primary or secondary

role with other media • Stronger emotional touchpoint to messaging

OOH Marketplace

Billboards Can Supercharge Media Plans

16

0

20

40

60

80

100

Billboards Live TV Billboards +Live TV

Internet Billboards +Internet

MobileApp/Web

Billboards +Mobile

App/Web

SocialNetworking

Billboards +Social

Networking

Radio Billboards +Radio

Avg.

Day

Rea

ch (%

)

Billboards

Adding Billboards To Other Media CanPotentially Increases Reach By Up To 300%

+17%+65%

+303% +203% +41%

17

A18-64Reported time: 6AM-12AM

TV And Billboards ImpactReach Throughout The Day

0

10

20

30

40

50

Avg.

Day

Rea

ch (%

)

Billboards + Live TV

Billboards

Live TV

Billboards +Live TV

A18-64

18

Billboards And Internet TogetherMore Than Double Afternoon Reach

0

5

10

15

20

25

30

Avg.

Day

Rea

ch (%

)

Billboards + Internet

Billboards

Internet

Billboards + Internet

A18-64

19

Adding Billboards to Mobile App/Web Increases Reach by 300%

A18-64

20

0

5

10

15

20

25

30

Avg.

Day

Rea

ch (%

)

Billboards + Mobile App/Web

Billboards

Mobile App/Web

Billboards + MobileApp/Web

A18-64

21

0

5

10

15

20

25

30

Avg.

Day

Rea

ch (%

)

Billboards + Social Networking

Billboards

Social Networking

Billboards + SocialNetworking

Adding Billboards to SocialNetworking Increases Reach by 200%

Billboards And Radio Increases Afternoon Reach By 70%

0

5

10

15

20

25

30

Avg.

Day

Rea

ch (%

)

Billboards + Radio

Billboards

Radio

Billboards + Radio

A18-64

22

Consumers Experience OOH Media In Very Positive Mindsets

23

A Higher Percentage Of Billboard Audiences Feel Positive Compared To Live TV Audiences

0

10

20

30% Confident % Excited % Bored % Sad

Live TVBillboards

15% of Live TV Audiences are Bored – only 9% of

Billboard audiences are!

24

A18-64Reported time: 6AM-12AM

25

Emotional Index Of Billboard Audiences To Live TV

Happy

Excited

Bored

Sad

60

80

100

120Index To Live TV

Inde

x

% of Billboard Audience Index to TV

A18-64Reported time: 6AM-12AM

Confident

0

20

40

60

80% Happy % Hopeful % Excited % Relieved % Loving

Billboards Have Higher Percentage Of Its Audience Feeling Happy Than Radio

RadioBillboards

68% of Radio Audiences are Happy while 72% of

Billboards Audiences are Happy

26

A18-64Reported time: 6AM-12AM

27

Emotional Index Of Billboard Audiences To Radio

HappyHopeful

ExcitedRelieved

Loving

Bored60

80

100

120Index To Radio

% of Billboard Audience Index to Radio

Confident

A18-64Reported time: 6AM-12AM

OOH Offers Strategic Cross-Platform And Promotional Opportunity With Other Media Within

The Same Half-hour

28

Billboards Are Strategic Additions To Radio And Mobile To Complement Messaging

63

2820

14 9 80%

20%

40%

60%

80%

100%

Radio Mobile Talk MobileText/App/Web

Live TV Emails Internet

% of Billboards Audience Also Using Other Media In the Same Half-hour

A18-64Reported time: 6AM-12AM

29

Note: The US Census Bureau estimates that theaverage commute time is 25.1 minutes.

Increase Of Mobile Usage Within The Same Half-hour For The Younger Group

30

56

31 31

12 10 90%

20%

40%

60%

80%

100%

Radio Mobile Talk MobileText/App/Web

Live TV Emails Internet

% of Billboards Audience Also Using Other Media In the Same Half-hour

A18-34Reported time: 6AM-12AM Note: The US Census Bureau estimates that the

average commute time is 25.1 minutes.

Radio And Mobile Are Used Most Commonly Within The Same Half-hour While Consumers Are Exposed

To Billboards

31

71

32

2115 13 11

0%

20%

40%

60%

80%

100%

Radio Mobile Talk MobileText/App/Web

Emails TV Live Internet

% of Billboards Audience Also Using Other Media In the Same Half-hour, HHI$75K+

HHI$75K+Reported time: 6AM-12AM

57%

21%17%

13%9% 8%

0%

20%

40%

60%

80%

100%

AM/FM Mobile Talk MobileText/App/Web

Live TV Email Internet

W18-64

Reported time: 6AM-12AM

% of Billboard Audience Also Using Other Media in the Same Half-hour

Note: The US Census Bureau estimates that theaverage commute time is 25.1 minutes.

Billboards Are Strategic Additions To RadioAnd Mobile To Complement Messaging

Summary Of OOH Marketplace

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1. OOH offers scale, impact, creativity, and targeting

2. Variety of vehicles available increases the ability to surround your audience consistently throughout the day

3. OOH allows for tactical and strategic additions to traditional media plans

4. Stronger emotional congruence to messaging and environmental context

5. OOH lends itself to strategic alignment with other media in primary or secondary role