#theactivespace

#outdoor5

Sight – uses more bandwidth than all the senses combined

The Active Space: it’s the real world

The Active Space: a rich context for planning

Verica Djurdjevic, PHD

Ambience

Activity

Proximity

Occasion

Time of day

Social

Environmental

Immediacy

The Active Space: where we do things

100% of

commuting

The Active Space: where we do things

100% of

driving

The Active Space: where we do things

100% of

eating out

The Active Space: where we do things

100% of

playing sport

The Active Space: where we do things

100% of

live music, arts, shows, concerts

The Active Space: where we do things

100% of

time in pubs and bars

The Active Space: where (pretty much) all the fun happens

99% of

dancing, picnicking, flirting, finding new partners,

going to the gym, sunbathing, cycling, walking the dog,

hanging out, jogging,

skateboarding…

The Active Space: where we do things

80% of

socialising with friends

The Active Space: where we do things

88% of

shoppingSource: Centre for Retail Research UK, 2014

The Active Space

Outdoor – the universal connector

The Active Space: at 18 hours a week outdoor occupies 28% of media contact time

24%

9%

6%

20%

12%

28%

1%

% Share

TVRadioNewspaper/MagazineInternetSocial Networking OOHCinema

Source: IPA Touchpoints 5 - All Urban Adults

The Active Space hypothesis

A higher level of physical activity = a higher level of brain activity

Our focus today

Three new pieces of research- Purpose (Jon Armstrong, Dipsticks)- Mood (Rob Ellis, COG Research / OnDevice Research)- Mindset (Dr Amanda Ellison, Durham University)

- Sales directors’ perspective (Daemon Brown of VeriFone and Chris Forrester of Primesight)

- Nice surprise