may 2012 - out of home advertising association of america · a higher percentage of billboard...
TRANSCRIPT
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
33
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