media digest november 2015
TRANSCRIPT
POSTERSCOPE MEDIA DIGEST
November 20152nd floor, The Qube, 90 Whitfied Street, London, W1T 4EZ
www.posterscope.com
www.pioneeringooh.comfacebook.com/PosterscopeWWtwitter.com/Posterscope
Contents
Economic Review Q3 2015
IPA Bellwether Q3 2015
Insight Tools/Bespoke Research
OOH Consumer Survey (OCS) 7
The Dynamic Difference - Liveposter research
ICE Effectiveness Study
Thought Pieces
Route - A new route to uncover location based insights
Mobile Insights
Locomizer - Optimising OOH planning with location-based social data
Media Owner Research
Admedia - SME insight
Ocean Outdoor - Neuroscience research
Exterion Media - Urban audience insights
JCDecaux - Smart Broadcast
Primesight - Primemobile Live
Clear Channel - Dynamic Difference
4
6
8
8
14
18
26
26
30
30
32
32
34
36
38
40
42
Page
26
42
30
Quarterly Changes in UK GDP 2009 - 2015 (ONS)
4
GDP Growth
Q2 Q3 Q4
1
0.5
0
-0.5
-1
-1.5
-2
%
2014 201520132012201120102009
Q1 Q2 Q3 Q4Q1 Q2 Q3Q1Q2 Q3 Q4Q1Q2 Q3 Q4Q1Q2 Q3 Q4Q1Q2 Q3 Q4Q1
IPA Bellwether Q3 2015
6-60
-50
-40
-30
-20
-10
0
10
20
30
Budget revisions, % net balance
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Financial prospects for your companyTotal marketing budget revisions
-80
-60
-40
-20
0
20
40
60
Financial prospects, % net balance
18
BaseOOH
ExperienceMag
azin
es
Radio
TV
Wor
d of
Mou
th
Competitor Activity
NEW ICE DATABASE
ANALYSIS FOR OOH
Intent
Purchase
Associations
ICE Effectiveness Study
36
Tech research hub
In comparison to the end of Q3 2014, the uplift in the economy’s output equates to a 2.3% annual increase. This brings the number of successive growth quarters to eleven. Following a weak Q1 and recovery during Q2, the July to September period saw a fall in the growth rate from 0.7% to 0.5% in the UK (Office for National Statistics). This slight drop acts as a reminder that the UK’s economic recovery is not a foregone conclusion. Chief Economist of the British Chamber of Commerce, David Kern reiterated the positive results but also warned against complacency over the UK’s recovery commenting, “The Q3 2015 results point to moderate growth in the UK economy over the next year, driven mostly by services and domestic demand… while we must not forget the strengths of the UK economy, with higher growth than in most G-7 economies and with a dynamic & flexible labour market, the recovery is still fragile.” The overall fall in UK growth was largely due to the poor performance of manufacturing and construction sectors. However, the UK’s largest sector, services, recorded growth of 0.7% in Q3, matching that of the previous 3 months. Domestic demand is expected to remain strong, as wages rise and with the temporary effects of low inflation boosting consumer spending. HM Treasury’s monthly growth forecasts put 2015 GDP growth at 2.5%, compared to 2014. Looking ahead to 2016, the average of new forecasts pegs growth at 2.4%. This is accompanied with a drop in the unemployment rate (5.4% to 5.2%), current account deficit (-£87.3bn to £-81.8bn) and an improvement in the inflation rate (0.3% to 1.7%).
Looking globally, growth predictions for 2015 are 3.1% (latest IMF World Economic Outlook). In 2016, growth is expected to strengthen to 3.6%. Growth forecasts in advanced economies are projected as 2.0% in 2015 & 2.2% in 2016. Despite featuring less in the press recently the IMF warns there is potential for renewed financial stress across Europe as Greece remains politically fragile.
Quarterly changes in UK GDP 2009 - 2015 (ONS)
Economic Review Q3 2015UK economy reaches 11 successive growth quarters despite slowing marginally to 0.5% in Q3.
5
Source: Office for National Statistics
GDP Growth
Q2 Q3 Q4
1
0.5
0
-0.5
-1
-1.5
-2
%
2014 201520132012201120102009
Q1 Q2 Q3 Q4Q1 Q2 Q3Q1Q2 Q3 Q4Q1Q2 Q3 Q4Q1Q2 Q3 Q4Q1Q2 Q3 Q4Q1
4
According to the results, a net balance of +4.4% of companies registered an increase in marketing budgets during the quarter, significantly down on Q2’s 12.2% and the lowest recorded reading since Q1 of 2013. Unsurprisingly, given the slight fall in UK GDP growth seen in Q3, confidence amongst companies fell slightly but still remains relatively strong with 22.4% reporting optimism about their finances.
Despite marketing budgets falling in line with a general macroeconomic slow down, the quarter marks an unprecedented three years of growth – the longest consecutive growth period in the 16 year survey history. The net balance remains positive and signals continued growth, albeit at a slower rate. Paul Bainsfair, IPA director general, commented: “As predicted by Bellwether, upward revisions to marketing budgets and confidence are easing. However the important point is they are still positive. More specifically, there are upwards revisions to internet, events and main media advertising budgets in Q3. We are seeing marketers demanding greater accountability, physical presence and share of mind in their planned marketing spend.”
Adspend growth projections for 2015 were downgraded to +3.7% from +4.2% in the Q2 survey. Growth is also predicted to ease slightly further to +3.6% in 2016. The strongest performing category was internet marketing (+7.8%). Events also continued to grow alongside more traditional main media channels.
Paul Smith, author of the Bellwether report stated: “Casting the latest data against a record run of expansion in marketing budgets, a period that includes the strongest upward revisions on record, the correction in growth seemed likely. Focus is therefore probably better placed on the continued expansion in budgets and the welcome news that marketing executives are continuing to adapt a prudent, targeted approach to marketing strategies.”
IPA Bellwether Q3 2015Growth of marketing budgets sustained in Q3 2015 to reach an unprecedented three years consecutive growth.
76
Marketing budgets and business confidence
Both series shown above are derived from the Bellwether survey panel of 300 marketing executives:
Financial prospects:“Taking all things into consideration, do you feel more or less optimistic about the financial prospects for your company than you did three months ago?”
Marketing budgets:“In the last three months, has your total marketing budget for the current financial year been revised up or down, or is it unchanged?”
Source: IPA Bellwether Q3 2015
-60
-50
-40
-30
-20
-10
0
10
20
30
Budget revisions, % net balance
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Financial prospects for your companyTotal marketing budget revisions
-80
-60
-40
-20
0
20
40
60
Financial prospects, % net balance
OCS 7OCS 7 generates insight on the convergent consumer journey and consumers’ attitudes towards new exciting opportunities provided by dynamic DOOH and customisations.
Dynamic AdvertisingOCS not only identifies which audiences are most influenced by real time OOH advertising but also the type of dynamic OOH messages that they are interested in.
Consumers are most engaged by advertising messages that are relevant to their location with almost three quarters (74%) showing an interest. Perhaps due to the insight that consumers are always connected, with a desire for immediate or instant rewards supports why location based search is so prevalent when OOH.
But this new OCS insight becomes most useful for planning when looking at consumers within particular categories. For example:
• 75% of frequent purchasers of fast food/takeaways are interested in dynamic advertising relevant to the time of day (Index 123).
• 8 in 10 regular purchasers of DIY/Homeware/
Furniture are interested in “day of week” dynamic advertising (Index 130).
• Regular purchasers of categories that are restricted by time e.g. Cinema goers or sports betters are particularly interested in “countdown clocks to an event.” This demonstrates the desire not to miss out on these limited events and countdown clocks make use of this scarcity principle.
OCS is Posterscope’s annual OOH consumer research survey now in its 7th year. The media landscape and opportunities in OOH are constantly changing and the latest OCS survey provides insight on which consumers are most likely to be influenced by brands utilising these opportunities.
8
News/Current Affairs
77%
Time of Day
61%Seasonal Event
58%
Location
74%Day of Week
61%
Weather
58%
Live Sporting Event
52%Social Opinion
43%Countdown Clock
to Event
52%
9
Annual Tactical EventsOCS 7 also identifies consumers’ involvement and excitement around 30 annual events providing an excellent opportunity to link with consumer insights on real time and dynamic advertising. Events range from key retail periods such as “Pre Christmas Sales” e.g. “Black Friday” or “Boxing Day Sales” to “Valentine’s Day”, “Halloween” and “Pancake Day”.
For example, 83% of brand advocates for 7 well known cider brands get excited / involved with “warm weather activities such as barbecues”. This compared to 71% of all adults. This audience is also 18% more likely than average to be interested in dynamic messages related to the weather.
The convergent consumer journeyOCS identifies key purchasing behaviour across 21 product categories providing insight on major purchase locations such as high streets, malls, transport hubs, CTNs, and online including click & collect. Purchasing behaviour is segmented for each category into 4 groups based on an impulse to planned decision continuum, delving deeper into 13 impulse purchase triggers for each product category. Consumers’ consumption and level of brand love is also measured for over 250 brands across numerous categories allowing for the consumer journey to be explored amongst individual brand or competitor users.
So for example, Fashion is a product category where decisions are made both completely on impulse and where brand decisions have often been made before the final shopping trip has even begun.
Fashion is purchased in numerous OOH locations:
Consumers increasingly use their smartphones for m-commerce or to assist their decision making, usually starting this journey via search.
The above activities clearly demonstrate a move forward on the path to purchase when OOH. OCS also identifies which consumers are using their smartphones to research information on 40 specific products or services.
Spontaneous purchases in fashion are often triggered via “pay day” and “rewarding oneself”. OOH adverts are also key impulse triggers for this category.
Supermarkets
33%
Online
48%
Click & Collect
15%
Malls
55%
Out of Town
37%
High Street
73%
FashionGadgets
BUY COLLECT
Retail Park
Shoe store
Handbags
Hat Room
Coats Galore
OCS also uncovers insight on the effect that priming with OOH can have on mobile responses. Click-through rate (CTR) on mobile display or SMS messages are understandably low, as 7 in 10 smartphone owners state they ignore all commercial SMS messages and only 15% notice ads when surfing online on their smartphones. However OCS proves that OOH can make mobile messages far more appealing to consumers.
35% of smartphone owners state they are more likely to respond/click through to an SMS message and 38% for a mobile advert if they had recently seen a poster for the same brand.
This focus on discovering cross-platform insight is important when identifying opportunities for utilising Posterscope partnerships such as xAd.
Agree: Tend to respond to ads sent to my mob if appealing/relevant
10%
35%
Agree: Tend to notice ads when surfing internet on mobile
15%
38%
All smartphone owners
Primed with OOH
73% Smartphone owners use mobile
search in OOH locations
55% Look for information on products/services
66% Look for directions
“Eating out” is the most searched for category when OOH, over indexing in London and amongst 15-44 year olds, females and those with children under 15.
eating out
Base: GB 15-75 years old, all smartphone owners
1110
New Technologies and CustomisationsThe ability to literally change the urban landscape using a variety of physical and technical OOH solutions has never been greater. OCS now identifies 11 customisations available to brands and measures consumers’ noticeability towards these.
Lighting effects/illuminations and 2D/3D posters are seen as particularly noticeable but all 11 solutions achieve extremely high noticeability ratings - above 70%.
OOH customisations can also utilise content or assets created for other media. For example, live streaming content from sponsorship or experiential events, or scented advertising which predominantly features in magazines. Insight from OCS demonstrates how there are opportunities to exploit multimedia synergies. For example, those who notice magazine advertising are also 18% more likely to find scented dispensing posters noticeable, whilst those who enjoy any form of gaming are more likely to interact with digital screens.
1312
Lighting/Illumination
87%
Street Art/Murals
85%
2D Customisations
84%
Live Streamed Events
83%
3D Customisations
83%
Digital Interactive Screens
79%
Active Audio
79%
Lenticular Printing
78%
Passive Audio
77%
Scent Dispensing Advertising
71%
Augmented Reality
70%
Posterscope’s Out of Home Consumer Survey (OCS) illustrates that consumers are interested in seeing dynamic content linked to different data sources such as social opinion or weather. They also like the notion of making messages more relevant through time of day or day of week advertising and importantly location is cited as the most interesting form of contextually relevant messaging. This supports mobile research from companies such as Google, where 4 in 5 consumers state they want search localised to their surroundings and is further evidence of how mobile and OOH complement one another.
However, the industry had been unable to articulate the incremental return on investment that a dynamic campaign adds to a DOOH plan. OCS says people expect to see and are interested in dynamic elements on DOOH, but does increased investment into dynamic impact positively on key campaign metrics?
The dynamic difference methodologyA research model was built by Posterscope and Liveposter to test the dynamic difference using the award winning platform VirtuoCity. VirtuoCity is a sophisticated driving simulation which places respondents behind the wheel of a car in a virtual world, as they drive through the suburbs and into the town centre. Respondents are exposed to computer-generated OOH posters, and afterwards they answer a recall questionnaire. The great strength of this methodology is that all elements are controlled within the virtual city with the only difference between test and control respondents is the variable being tested - in this case dynamic and contextually relevant creative.
The research had a robust sample of over 550 respondents, and aimed to measure the dynamic difference in 3 different areas: Advertising Awareness, Message Memorability, and Creative Credentials across 4 brands featuring dynamic and non-dynamic creative.
In order to contextualise the 4 test dynamic adverts, respondents were primed, before watching the video, on the time of day, day of week, location and weather. They were asked to pretend that they were driving home after work on a Friday in London, when the weather was very cold. The research ran just before Christmas so all respondents were in a Christmas mindset and a “night time” video was used to make the research as close to reality as possible.
The Dynamic DifferenceLiveposter and Posterscope research proves the dynamic difference.
14
Norms2 dummy adverts
Two videos were created in VirtuoCity:
Control video: viewed by half the sample, featuring 6 brands on DOOH roadside screens running non-dynamic creative.
Test video: for the second group of respondents, featuring the same 6 brands however 4 of the brands ran a dynamic advert that was contextually relevant. All 6 adverts for both groups featured non animated creative reflecting the reality of most roadside DOOH screens. This also ensured the only variable being tested was the dynamic message rather than movement.
Control - Non-dynamic adverts Test - Dynamic advertsNorms
2 same adverts
The truest measure of advertising awareness is spontaneous awareness. Using dynamic DOOH increased the overall spontaneous ad awareness by 18% when compared to the non-dynamic test. Prompted ad awareness from the dynamic test was also 12% higher versus the control. However recognition for the 4 brands that were being used as norms was exactly the same, proving it had to be the dynamic DOOH increasing this advertising awareness.
Respondents who recalled the adverts were also asked what it was about that particular advert which made it memorable. Respondents exposed to dynamic DOOH were almost 3 times more likely to cite “relevant messaging” as the driver of this memorability.
Perhaps even more profound was that the dynamic effect was even greater for awareness of the specific advertising message. 8 in 10 test respondents who recalled the advertising were also able to recall the specific creative message / slogan which was over 50% higher than their control counterparts, where 5 in 10 identified the correct message. Both test and control results are very high considering this was based on only 1 exposure to the creative, but truly demonstrates the power of contextually relevant creative at driving engagement and an immediate understanding of the brand’s message.
Finally, respondents were asked to score the adverts against eight attitudinal statements that included: “more likely to consider buying brand”, “makes an effort to talk to me” and “would recommend/talk about it”. In every instance the dynamic message led to a positive increase in response to the attitudinal statements. On average, the brand perceptions were scored 11% higher with the respondents exposed to the dynamic messages.
The ResultsAdvertising awareness.
Message memorability.
Creative credentials.
16
Dynamic drives ad awareness
Dynamic enhances creative credentials
Dynamic drives message memorability
Test - dynamic
78%
0
1
2
3
4
5
6
7
8
More likely to consider buying brand
Would recommend/talk about it
Makes an effort to talk to me
It makes me trust the brand more
Is advertising I like
Advert has relevant message
Is aimed at people like me
Is Innovative
17
+51%
Control
51%
More likely to consider
buying brand
Would recommend/talk about it
Makes an effort to
talk to me
Is advertising I like
Advert has relevant message
Is aimed at people like me
Is innovative It makes me trust the
brand more
Test
Control
Test - Dynamic
Control
+9% +9%+7%
+12%
+9%
+10%+10%
+25%
0
20
40
60%
80
100
Relevant Messaging as Memorability Driver
Prompted Advertising Awareness
Spontaneous Advertising Awareness
33%39%
75%
84%
15%
41%
+18%
+12%
+173%
Posterscope commissioned Dentsu Aegis Network to complete an analysis of their ICE database (a collection of over 50 individual studies since 2010) to identify the effectiveness of OOH in driving the core brand KPI of “purchase consideration / intent”. This study corroborates other database research, such as work commissioned by the IPA and Les Binet, which demonstrates how OOH campaigns excel in brand uplifts. The studyIntegrated Communications Evaluation (ICE) is an award-winning evaluation methodology that is used by Dentsu Aegis Network to evaluate campaigns. ICE is a holistic methodology that takes into account all touchpoints consumers have with a brand, and is specifically designed to understand media channel effectiveness on driving brand KPIs. ICE identifies the contribution of individual parts of the communications mix as well as other influences such as brand experiences and competitor activity. ICE has won a number of awards, including a silver Media Week Award in 2013, the Hollis Award for the best sponsorship research, and Marketing Magazine Research Awards in travel, leisure, and entertainment category.
The most engaging way to bring the results to life is to use a sporting analogy which is very appropriate for the ICE methodology. As illustrated opposite, several factors contribute towards a brand’s KPI just as several elements determine the performance of an athlete. For an athlete, genetics and the relevant training they have done throughout their lives will be by far the largest contributors. This is very similar to a brand where “base” such as consumer demographics or previous brand experience will predominantly determine consideration levels.
However, with our role as media planners, the main area under our influence is “media” just like an athlete’s main area of influence is from their “current training program”. This may not have as large a contribution as other elements, but is what makes the difference between winning a gold medal and competing at a championship.
What is also apparent about this analogy is that it is similar in many ways to econometrics. Brand sales, just like intention to purchase, are made up of a number of factors. Media’s contribution to sales is often a similar small proportion, but it is the area which we as planners have control and the ability to influence results.
The ResultsThe database analysis highlighted three key areas which demonstrated why OOH performs highly at driving a brand’s KPI.
1. OOH is a broadcast, memorable medium with high recall levels driving brand KPIs efficiently2. OOH has an amplification effect on other media 3. Creatively OOH is impactful on both large format OOH and when using contextual creative
The DNA of Success - A sporting analogy.
ICE Effectiveness StudyDatabase analysis of over 50 ICE campaigns demonstrates OOH’s strength at driving brand consideration and maximising the advertising effect.
19
BaseOOH
ExperienceMag
azin
es
Radio
TV
Wor
d of
Mou
th
Competitor Activity
NEW ICE DATABASE
ANALYSIS FOR OOH
Intent
Purchase
Associations
ICE measures how different consumer touchpoints drive brand KPI’s
18
60.3%
23.1%5.7%
5.7%5%
BRAND KPIs(Intention/Consideration)=
Brand
1. OOH is a broadcast, memorable medium that drives brand KPIs efficiently.
OOH is the 3rd most recognised media, behind only TV and TV sponsorship. This supports findings from many other studies that OOH is a strong awareness driving medium. Due to high ad awareness levels, OOH was found to be the joint 2nd biggest contributor to the overall KPI score. OOH is also a very impactful and efficient medium at driving brand KPIs. Impact is based only on those who have seen the campaign and OOH was ranked the 2nd most impactful medium.
Similarly when cost is brought into the equation, OOH was the 2nd most efficient medium at driving brand KPIs.
If we extend the sporting analogy to a ‘Media Medal’ Podium at driving brand KPIs, OOH would be awarded Bronze, behind Digital/Online in 1st place and TV winning silver.
OOH was the most consistently performing medium, suggesting it should be routinely included in the media mix.
The study demonstrated that of all the campaigns that featured OOH, the media contribution was a significant 75% higher. However it is unrealistic to allocate this much improved media contribution all to OOH. Spend analysis demonstrated that campaigns that featured OOH had a head start as overall campaign spend was 62% higher than those without OOH.
Therefore to calculate the OOH Effect we brought all studies to the same starting position and found that when biases from campaign spend were removed from the equation, the media contribution to a brand’s KPI was still 13% higher when campaigns featured OOH.
TV1SPONSORED TV2OOH3ONLINE/DIGITAL (PAID)4RADIO5PRESS6
DIRECT MAIL7
OOH is the 3rd most recognised media
Recognition = Those who recall the creative (% respondents).
OOH3 Silvers1 Bronze
TV2 Golds 6th Place7th Place
ONLINE/DIGITAL(PAID)
2 Golds4th Place4th Place
20 21
+62%
OOH used
OOH not used
OOH HEAD START
OOH used
OOH not used
BRING TO SAME
STARTING POSITION
Media contribution +13% with OOH
+13%OOH effect
OOH2
SPONSORED TV5
OOH is the joint 2nd largest contributor to the KPI score
RADIO2
TV1
PRESS3ONLINE/DIGITAL (PAID)4
DIRECT MAIL6Contribution = The uplift towards the KPI per channel.
OOH2SPONSORED TV3
OOH is the 2nd most impactful media
RADIO7
ONLINE/ DIGITAL (PAID)1
TV6
PRESS4
DIRECT MAIL5
Impact = Contribution per person for those who recognise the creative for that channel.
OOH2
SPONSORED TV6
OOH is the 2nd most efficient media
RADIO3
ONLINE/DIGITAL (PAID)1
TV7
PRESS4
DIRECT MAIL5
Efficiency = Contribution score per £10k spent for that media channel.
+62%
+75%
+13%
Delving deeper into the study demonstrated that other media is more efficient and impactful in those campaigns that featured OOH.
2. OOH amplification effect - Other media is more impactful and efficient in campaigns that feature OOH.
2322
Media efficiency analyses channel effectiveness at driving KPI’s relative to the channel spend. The chart opposite highlights that other media had a higher media efficiency score when OOH was in the mix. Again we can’t definitively say it is OOH that it is driving all this, but it is indicative that OOH being part of the mix is having an amplification / priming effect on other media by making it more efficient.
Media impact is the impact of media channels on KPIs amongst recognisers. The chart opposite highlights that the media impact score across all media, but particularly TV & Digital, was higher in campaigns featuring OOH. The study cannot conclude that OOH is driving all of these increases, but you can be confident that when OOH is part of the mix, it will have an amplification / priming effect on the impact of other media.
OOH amplifies other media making them more impactful
OOH amplifies other media making them more efficient
TV Sponsored TV Online / Digital (Paid) Press
Mea
n Im
pact
Sco
reM
ean
Effi
cien
cy S
core
OOH Used
No OOH
OOH Used
No OOH
From over 1,500 creative executions measured in the study, OOH features in 3 of the top 10 most impactful and 4 if you incorporate experiential. 2 of these top 10 creatives were for large format OOH campaigns which as you may expect would be engaging and impactful due to their size and stature. However, the study also identified that contextually relevant creative was also very impactful. A small poster advert featured in the top 10 as it was placed in a very contextually relevant location - Benecol in a doctor’s surgery.
OOH clearly performed in the top 10 but if you extend this to the top 100 OOH still has the 2nd highest number of most impactful creatives, as seen below. Experiential has not been measured in many ICE studies as it is usually very localised. However deeper analysis demonstrated that amongst recognisers it had by far the highest impact score across all media, as you would hope to see due to the engaging nature of experiential events.
3. OOH features in three of the top 10 most impactful creative executions.
Number of creative’s featuring in the 100 most impactful
2524
SummaryThe ICE database analysis study clearly demonstrates OOH’s strength at driving purchase consideration and helps maximise the advertising effect. In the grand scheme of things, media cannot always be the highest contributor towards a brand’s KPI - but the study demonstrates that OOH is a consistently high performing media across awareness, contribution, impact and efficiency and also amplifies other media. In turn its inclusion in the media mix can help turn a campaign from being competitive into a gold medal winner.
0
5
10
15
20
25
Radio Sponsorship
On PackPress Advertorial
SocialWebLive EventRadioTV Sponsorship
DigitalTVOOHPress
NB. Very few experiential studies in the database but it is the most impactful channel amongst recognisers.
2726
It has now been over two and a half years since the official launch of Route in February 2013 and there was a desire then, just as there is now, to focus more on the audience than the posters. James Whitmore, managing director of Route, summarised this as “we must think from the point of view of the audience, not from the position of the poster.”
With a panel of 30,000 respondents and a questionnaire that identifies consumer characteristics such as demographics, travel behaviour, media consumption, technology ownership and attitudes, it has been possible to plan OOH campaigns against very specific target audiences and select the best sites for reaching them.
What may not have been obvious however is that hidden within Route there lies an astonishing amount of location-based consumer insight. However, in contrast to the above, to uncover this you need to first focus on the posters and specifically their location. Here’s an example to explain.
In order to uncover insights around who visits Oxford Street in London, the likely scenario is that you would need search for existing information or conduct bespoke consumer research to identify this audience and their characteristics.
However, within Route you have the ability to select all the poster sites that are situated on Oxford Street (as in the map below) and then uncover the consumer characteristics of those people exposed to these posters, based on their responses to the Route questionnaire.
So to bring this to life let’s focus on a specific scenario. A new store is launching on Oxford Street and the brand in question wants to understand more about their potential audience.
The double page spread overleaf demonstrates just a fraction of the insight that can be gained from Route about visitors to Oxford Street. Demographically they are young, mobile (being 21% more likely than average to be regular internet users on their smartphone) and interestingly a large number of them are people who work in central London, with Route demonstrating that 42% of those who visited Oxford Street travel into central London over 50 times a year. From a shopping perspective, 39% of Oxford street visitors frequent department stores a few times a month, they are heavy clothes spenders and are far more likely than average to visit stores like Debenhams, H&M, Top Shop and Oasis.
Thought PieceA new route to uncover location based insights.
From a retail targeting perspective OOH is a location-based medium, and usually you would target Oxford Street shoppers at the point of sale (POS) using proximity sites such as the Tube at Oxford Circus or Bond Street, Roadside 6 sheets or central London buses or taxis.
However, this new analysis using Route allows us to identify where these visitors came from allowing us to efficiently target our Oxford Street audience in new places. This enables smarter planning by reaching this audience before the POS, maybe in the morning of their shopping trip or during the week before their weekend shop. The map below highlights the London hotspots where those who visit Oxford Street come from. This data can then be used in conjunction with TFL data to isolate the interchange stations such as Victoria and Euston that people who visit Oxford Circus are likely to travel through as well as the time of day they are most likely to visit Oxford Street.
When you combine Route insights such as this with other planning insight such as Google Adwords, you can really start to paint a picture of the Oxford Street shoppers’ journey and how this may relate to a particular retailer. For example, from Route we know that 34% of those who visit Oxford Street have been to Debenhams in the last 3 months. We then know from Google Adwords that in December 2014, 38% of searches in London for “Debenhams” were on smartphones. This increases to 60% for the search “Debenhams Oxford Street.” The high proportion on smartphones suggests that targeting consumers when out and about before the point of sale is important. Their response to such Debenham’s advertising may well be branded search, often with a physical location such as Oxford Street in mind.
Oxford Circus
Bond street Regent st
Tottenham Court Road334 Oxford St 318 Oxford St 300 Oxford St
FLAGSHIP STORES
Bond Street Tube ExitsOct-Dec 2014
Days Bond St
Mon 35,079
Tue 36,118
Wed 35,906
Thur 37,165
Fri 38,034
Sat 30,664
Sun 19,206
Male/Female Split: 50%/50%
Oxford Street ProfileUK shoppers & workers
Age % Oxford St % All UK Index
15-24 17% 15% 112
25-34 29% 17% 175
34-44 16% 16% 99
45-54 15% 17% 85
55+ 24% 35% 67
Oxford Circus Mon Tues Wed Thurs Fri Sat Sun
Exits 139,122 142,617 140,511 154,791 155,514 132,739 78,248
AM commuter PM commuterWeekend Shopper/Tourist
0
5000
10000
15000
20000
25000
0500-0600
0600-0700
0700-0800
0800-0900
0900-1000
1000-1100
1100-1200
1200-1300
1300-1400
1400-1500
1500-1600
1600-1700
1700-1800
1800-1900
1900-2000
2000-2100
2100-2200
2200-2300
2300-0000
Co
un
t
Time
Oxford St Avg exit per day
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
2928
Creating a Shop Window on Oxford St.
0
10
20
30
40
50
60
70
80
GapHouse of FraserTopshopZaraDebenhamsH&MJohn LewisM&S
Shops visited in last 3 months
House of Fraser
GapZaraH&M TopshopDebenhamsJohn Lewis
M&S
80
60
30
10
70
40
50
20
0
% Oxford Street
% All UK Shoppers
Oxford Street average exit per day
Mobile InsightsOptimising OOH planning with location-based social data.
Locomizer is an Audience Discovery Engine based on geo-behavioural user interest profiling technology. By looking at places and surroundings where consumers tend to spend their time, the Locomizer engine enables a new way of audience discovery and segmentation. This is achieved through access to raw social media data coupled with street-level geographical data.
Posterscope’s partnership with Locomizer allows us to:
Client benefits include reaching their target audience in new locations, influencing them ahead of time. The visualisation (opposite) takes the alcohol category as an example. By isolating bars and a specific audience, for example Men 18-34, Locomizer can infer other locations this audience dwell (affinity areas). These user behavioural patterns, based on historical mobile data, can be mapped in Posterscope’s Planner system and be matched to the nearest OOH sites. This leads to a two-pronged approach: having OOH sites in proximity to the bar as well as OOH sites in proximity to the non-bar affinity areas. This planning process ensures an extra level of relevance and efficiency is applied to OOH planning. The selection efficiency allows an ‘always-on’ presence for our target audience with greater geographical penetration.
Proximity 6 Sheet Non Proximity 6 Sheet
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Target audience definition (e.g. High street
fashion shoppers)
Interest Affinity Score for any given location
Location history (mobile) data
Poi
nts
of in
tere
st
database
Bar/Pub
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• Profile people that visit a particular location.• Find locations frequented based on audience profiles.• Select optimal OOH locations highlighted by incorporating data into Planner.
Admedia conducted primary research among 1,400 UK SME decision-makers through a combination of an omnibus survey and face-to-face interviews, as well as sourcing various official SME data. This provided valuable insight into SMEs and the challenges they face, the MSA SME audience and the potential of maximising reach through MSA advertising.
SME’s Insight• 99% of companies (5,236, 390) in the UK are classified as SMEs. • SME Owners/Directors tend to have expertise in a particular field but face a challenge as
they are inexperienced in other key areas of their business such as IT, HR, Finance and Telecoms. And whilst online research identifies relevant companies, 7 in 10 SME’s find it hard to gauge how competent a company is from their website and 8 in 10 agree “new suppliers are usually companies they were aware of before starting research” - Advertising provides the solution.
• SMEs spend a lot of time travelling for work and over-index as heavy consumers of OOH more so than heavy consumers of any other media.
• The majority (51%) of SME sales are located outside of their local area so travel is paramount.• 82% SMEs are based outside of London.
MSAs reach and engage with SMEs• 7 in 10 SME decision makers use MSAs of which 67% are owners/MDs. Frequent MSA
users, who visit once a week or more, are even more likely to be owners/MDs (87%).• MSAs perform the role of not just a travel break but increasingly as a place of work and for
business meetings. 80% of SMEs state they are in a business mindset at SMAs providing contextual relevance to target them with relevant advertising that could benefit their business.
• The MSAs SME profile differs to the general SME population who are made up predominantly of “Sole Traders”. Whereas SMEs MSAs reach tend to be larger companies with a higher share of SME turnover as well as companies that are more established, in particular flourishing 4-9 year old companies.
For more information please contact Louise Fisher at [email protected].
EntrepreneurialLess than 2 years
UK Population: 17%MSA Population: 4%
Emerging2-3 years
UK Population: 13%MSA Population: 6%
Flourishing4-9 years
UK Population: 26%MSA Population: 43%
Concrete10+ years
UK Population: 44%MSA Population: 47%
ADMEDIA research demonstrates Motorway Services Areas (MSA) as the right time, place and mindset environment for engaging SME’s.
32 0
10
20
30
40
50
60
70
80
MediumSmallMicroSole Traders
Sources: Admedia Research - BDRC Continental / Market Management, TGI, Department for Business Innovation and Skills, Federation of Small Businesses, Guild of Travel Management Survey
Share of SME turnoverSME Motorway PopulationSME UK Population
Following on from Ocean’s 2013 Neuroscience study that demonstrated premium OOH sites eliciting a strong emotional response and a role in priming subsequent exposure to OOH, a further Neuroscience study was conducted to understand whether the impact of DOOH could reach beyond the OOH sector. Specifically if DOOH had a priming effect on other media (i.e. exposure to one stimulus influences the response to another stimulus). A number of metrics were measured such as “attention”, “engagement”, “emotional intensity”, “polarity of emotional response”, and “long-term memory encoding” with the latter being the key measure of focus.
This study consisted of 192 people split into test and control groups, where some were exposed to DOOH adverts and others were exposed to TV adverts from the same campaign. DOOH was seen by walking past it and the TV advert viewed in the background in an experiment room before the start of the research session. Brain response was then measured during exposure to branded messages in magazines and on mobile websites.
The results demonstrated that DOOH had a strong priming effect for the same advertising campaign on mobile (Index 148) whilst for TV this priming effect was more pronounced for magazines (Index 127). This is due to a phenomenon known as the “congruence effect” where the brain is very receptive to the power of context, and plays a role in how we respond to stimulus. DOOH ellicits a heightened response to communication seen out of home whilst on the go, just like mobile devices, whereas TV is immersive and involves a sedentary state in the home, just like magazine reading.
This new research demonstrates the priming impact of DOOH extends beyond the OOH world and into a wider media universe, but perhaps the greatest learning is that this priming effect is particularly strong when that second medium is encountered in a similar environment.
For more information please contact Richard Malton at [email protected].
Neuroscience research highlights DOOH priming effect on Mobile.
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OR
AND
Read magazines with ads for Peugeot and Lynx embedded. Browsed websites with Peugeot and Lynx ads embedded, and visited websites for those brands
Walk past DOOH site running ad for PeugeotWalk past DOOH site running ad for Lynx
Watch TV with ad for PeugeotWatch TV with ad for Lynx
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Exterion media has continued to develop the urban audience insights provided through their 10,000 strong work.shop.play online panel. As well as the regularly updated category insights provided through the panel, the dashboard includes analysis on consumer attitudes, behaviour and habits in the finance and technology sectors. A new addition to the dashboard is the case studies section, a collation of 39 ad-effectiveness case studies from the past 12 months.
In the past year, Exterion Media have built up a bank of case studies to demonstrate OOH’s value in delivering a variety of brand metrics. Focussed specifically on London Underground and bus formats, the case studies showcase campaigns across 13 different categories and cover over 20 brands. Exterion conducted over 15,000 interviews in the process and have grouped the studies to demonstrate different metrics including OOH impacts on brand perceptions, purchase consideration, conversion, awareness and action. The case studies are a great tool for demonstrating the effectiveness of OOH across multiple product categories with different campaign strategies.
Exterion Media continues to expand its range of urban audience insights through its interactive dashboard and case studies.
Case studies.
The Tech Research Hub dashboard delivers fast, accessible and valuable insight across the tech space, including gaming trends, mobile ownership and usage. Users are able to examine the impact of various tech trends such as tablet penetration and the popularity of wearables across various target audiences. Also included is an OOH Technology creative gallery for brands across various sites and formats in London.
Exterion have recognised the importance of the finance category, particularly in London which accounts for a large proportion of OOH spend across the category. They have collated information spanning numerous financial sectors including mortgages, insurance products, mobile banking, savings & investments, credit cards and current accounts. Similar to the other dashboards, data can be analysed and visualised by audience with an additional summary providing highlights for the key ABC1 25-44 London audience.
All of these insight tools and dashboards can be found at: http://insight.exterionmedia.com/.
Tech research hub.
Finance dashboard.36 37
Drives action
37% who saw the LU ads for the haircare product brand said they were likely to buy this product in the next month (vs. 19% control).
Increasedawareness
Multiple visits to LU stations improved ad recall for the fashion retailer, with almost ¾ of those who visited 4+ stations recalling this campaign.
Brand perceptions are significantly more positive among those who saw the car rental ads, with 48% agreeing that the brand offers high quality vehicles (vs. 9% control).
Improved consideration
Classic OOH still accounts for around 2/3rds of all OOH revenue and remains the best way of reaching the majority of consumers for any broadcast campaign. The availability of OOH insight and planning data sources is greater than ever before and has resulted in classic OOH campaigns that are not only broadcast in nature but are also exceptionally well targeted in a term we now call “smart broadcast”.
Classic Week demonstrated the benefits and opportunities of Classic OOH including:• Optimising campaigns using mData (EE) delivers proven uplifts in ad recall, brand metrics & search. A recent campaign for Microsoft Cortana used EE data to optimise site selection of classic 6 sheets The campaign featured 3 different creative executions: food, holiday & sport, and by identifying mobile hotspots on these topics of interest the relevant creative was selected for each site. Ad recall in these hotspot areas was over 60% higher.
For more information please contact Russell Smither at [email protected] or Chris Felton at [email protected].
• The ability to optimise campaigns using data such as Experian or CACI to target specific audiences based on where they live, work and importantly spend across over 4,400 retail sectors, results in highly targeted campaigns. • As does using the Route questionnaire to optimise panel selection against very bespoke target audiences.• Classic OOH delivers an “always on” approach but Touchpoints data and Route also demonstrates days of week/time of day that GRPs are delivered to specific audiences which enhances planning by giving us an understanding of audience delivery.
• Classic OOH complements TV generating significant incremental reach especially amongst light TV viewers. Brand metrics are also amplified amongst those exposed to both TV & OOH.
• Classic Formats are a high reach urban media with exceptionally quick cover build. 2000 roadside billboards reach 58% of all 15-34 year olds in just 7 days. This increases to a staggering 72% amongst 15-34 year olds who live in conurbations.
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Posterscope & JCDecaux ‘Classic Week’ demonstrates the power of smart broadcast.
Audience 16-34 Men
TV Only (400 TVRS)
10% Off TV Budget
(360 TVRS)
Reinvest 10% in
Billboards
Reinvest 10% in
6 sheets
TV & OOH % pts. Increase
Billboards 6 sheets
Heavy TV Viewers
76% 74% 84% 90% +9% +14%
Light TV Viewers
66% 64% 78% 86% +13% +20%
70
84
72
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Primesight, in conjunction with On Device Research, has launched Primemobile Live which is claimed to be the first real-time reporting platform for OOH campaigns.
The online portal, which is open to Primesight’s customers, will provide instant access to consumer feedback by reporting data on campaign awareness and resultant changes in attitudes and actions as they develop during the campaign period, e.g. How long they saw the poster, their impressions of the poster, what they were doing when the saw the poster and what they did after seeing the poster.
Clients can access performance data on their campaigns at the critical time – whilst the campaign is in display. Clients utilising digital displays can also use this real-time data to establish a recommendation to change the weight of exposure, or to make creative changes, which will optimise the display towards the most effective creative treatments, and therefore benefit from improving ROI.
The portal updates every 10 minutes, ensuring you receive the most recent overview of campaign performance.
“Primemobile Live has enabled Arla to measure and capture the interactions of the Skyr campaign. This has allowed a better understanding of the response and engagement of their activity earlier on, and for the first time given Arla the opportunity to analyse the impact of different designs. Arla are very excited about the results and what findings it can unlock to benefit future campaigns.” Elliot Devine – Senior Client Manager – Posterscope
Please speak to Lisa West for more information about access to the Primemobile Live Portal on [email protected] or call 0207 908 4398.
From outdoor site to your computer screen - Primemobile Live delivering real time data for your clients.
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To mark the official launch of Santander Cycles and to drive cycle use, Posterscope, Clear Channel and Carat created an innovative digital OOH campaign in London using TfL’s cycle data and live-feed technology via the Liveposter Platform. The DOOH creative used location data to showcase the nearest Santander docking stations to the Clear Channel Adshel Live screen, whilst also using real-time bike availability data.
This DOOH campaign is one of a few that not only increases the visibility of the Santander Cycle Scheme and Santander themselves, but also provides a service for users by displaying bike availability. At the same time Santander was promoting a “Summer of Cycling” using classic 6 sheets across London.
The research comprised of 600 respondents who were interviewed face-to-face across London in proximity to either a classic or DOOH site. All results were weighted to Santander banking, general cycling and Boris Bike usage in order to make the analysis completely robust. The research measured the “OOH effect” of those seeing either OOH campaign, as well as measuring the “Dynamic Difference” which compared respondents who had seen only the classic “Summer of Cycling” creative to those who had also seen the dynamic cycle scheme creative.
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Clear Channel and Posterscope’s research on the innovative Santander Cycles campaign demonstrates the Dynamic Difference of using contextually relevant digital out-of-home.
The table below summarises the effect on key Santander brand and advertising metrics.
Clearly the entire OOH campaign had a strong “OOH effect” on the Santander brand and awareness of the sponsorship. However, the research also proved the additional benefit, the “Dynamic Difference”, of using contextually relevant DOOH creative. Awareness of Santander’s sponsorship increased by 6% and average brand perceptions increased by 8% amongst those seeing both the classic and dynamic creative.
Using dynamic OOH also made the overall campaign more memorable with spontaneous advertising awareness being 44% higher. Interestingly when consumers were asked why they remembered the dynamic creative, 4 in 10 stated it was due to the use of relevant messaging, proving the dynamic element of the creative was a key driver in Ad recall.This Santander research is a live campaign example that corroborates the Dynamic Difference findings from the Liveposter VirtuoCity research undertaken earlier in the year, as well as the latest OCS data which shows that 79% of Santander’s London audience are interested in seeing messages relevant to their location, whilst 82% are interested in seeing local information on Digital OOH.
believe that by sponsoring Boris Bikes, brands are offering a valuable service to Londoners.
agree that by sponsoring Boris Bikes, brands encourage Londoners to cycle which has health benefits.
8 in 10 Londoners:
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Objective OOH Effect
(Any OOH seen vs. All respondents)
Dynamic Difference (Dynamic & classic OOH seen
vs. classic only seen)
Awareness of Santander’s Sponsorship
+12% +6%
Spontaneous Brand Awareness +8% +8%
Spontaneous Ad Awareness +39% +44%
Brand Perceptions +19% +8%