Posterscope out-of-home time use planning

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Information about Posterscope out-of-home time use planning
Marketing

Published on February 24, 2014

Author: Posterscope

Source: slideshare.net

Description

Time Use Planning is increasingly important in OOH especially when you consider the rise in revenue coming from Digital OOH, which in 2013 accounted for almost 22% of all OOH revenue. So this presentation explores the theme of Time Use and considers relevant Insight, OOH campaigns and creatives that have their foundation based in time use. It also identifies four important factors to consider when planning OOH by time of day such as location, activity, company and mood.

Time Use Planning for OOH

OOH is welcomed An experience enhancer not detractor

OOH‟s Ongoing Evolution Traditional – Digital - Convergence Traditional – Broadcast - Welcome 78% Digital – Targeted - Relevant 22% Convergence – Interactive – Opt In <1% 2013 Full Year: Outdoor Media Centre

OOH:The Right Amount of Adverts Traditional – Broadcast - Welcomed About the right amount of adv ertising 74 Bu se s ds Bu s oa r Bi l lb 68 Sh el te Un rs de rg ro un d 62 52 in em a sp a ew N Q: How much advertising do you think there is on the following media? Source: The London Commuter, Kantar Media, 1,123 Commuters, CBS Outdoor C pe rs rd da St an in g Ev en M ag az in es di o Ra et ro M et In te rn 26 TV 24 18 43 36 31 51 67

Consumers engage with time specific messages Digital – Targeted - Relevant Harrods Listerine Thurs/Fri Morning & Evening Commuter Sat Morning & Afternoon Consumer Mon-Fri Morning Commuter “It’s effective as the weekend’s approaching which is a key shopping time & plans are being made” “It targets commuters with disposable income & Saturday captures tourist market” “It’s a good time to reach people because they have just brushed their teeth and are thinking about their breath”

3 main ways to utilise Time Specific OOH Messages Associated Daypart Packs Real Time Referencing Time/Location

It‟s All In the Timing

OOH and its increasing Convergence with Mobile Convergence – Interactive - Opt in

Insight on when Interactions are occurring Source: JCDECAUX Reading Test 2012

Insight on when Interactions are occurring 600 500 Interactions 400 300 200 100 0 Source: JCDECAUX Reading Test 2012

Insight on when Interactions are occurring Beck’s Vier. NFC/QR Code Mobile Interactions Campaign Details & Dates 15th Oct – 11th Nov 2012 25,000 Beermats 500/1000 A3 Posters

Insight on where Interactions are occurring Source: JCDECAUX Reading Test 2012

Reasons to Interact Video Source: http://www.youtube.com/watch?v=ORkuWJcJpXo

Researching & Planning OOH by Time Use

Geography of Time

EE Mobile Data Re-inventing the approach to OOH planning using big data. In partnership with EE, using aggregated and anonymised location based mobile data to understand „hotspots‟ of mobile web and app usage Mobile usage hotspots Data Selecting sites in geographical locations which are hotspots for consumers accessing websites or apps relevant to a particular retailer category such as electronics, = hyper-targeted posters that provide the featured advertiser with the best possible chance that their advert will evoke a consumer response

Researching & Planning OOH by Time Use

Most OOH planning by time use is based on where & what

TV viewing is complemented by OOH targeting hard to reach TV audiences 70 60 FULL DAY = 15-34 London spend 16% more time OOH & 12% less watching TV POST 6PM = 15-34 London spend 39% more time OOH & 17% less watching TV All adults 15+ TV All adults 15+ OOH 50 40 30 20 10 0 Touchpoints 2012 TV = Watching TV (Any) ANY OOH = (At work/school/college/Travelling/Elsewhere outdoors/ cafe/gym/pub/restaurant/shopping mall/supermarket) 15-34 London TV 15-34 London OOH

50% consumers who travel have done so by 9am on a weekday and 11am on a weekend 100% 90% 9am Weekday 50% 11am Sat/Sun 50% 80% 70% 60% 2.50pm Weekday 90% 4.50pm Sat 90% 50% 40% 30% 20% 4pm Sun 90% Weekday Saturday Sunday 10% 0% Source: Geography of Time

Commercial TV viewing does not achieve 50% reach until 4.30pm on a weekday 100 90 80 1.30pm Sat/Sun 50% 4.30pm Weekday 50% 70 9pm Weekday 90% 60 50 40 30 20 10 0 Source: Touchpoints 2012 8.30pm Sat/Sun 90% Wednesday Saturday Sunday

Time of first travel is dictated by purpose 1.20pm 90% 100% 90% 80% 8.10am 50% 70% 12.30pm 50% 60% 5.30pm 90% 50% 7pm 90% 40% 30% 20% 10% 0% Source: Geography of Time 1pm 50% Paid work Leisure Shopping

But we can also think about Time use planning by company and mood

Time to be Social

Nowadays we are constantly communicating throughout the day 6.30pm Sat 90% 100 10.30am Weekday 50% 90 80 70 Wednesday 6.30pm Weekday 90% Saturday 60 Sunday 50 40 30 20 10 12 noon Sun 50% 11.30am Sat 50% 7.30pm Sun 90% 0 Communication = E-Mailing or Social Networking (Facebook, Twitter Etc) or Instant Messaging or SMS Texting/Picture Messaging or Talking on Mobile Phone/Device/Landline or writing to Somebody or Other Communications Via Internet Source: Touchpoints 2012

Time use analysis informs us when Social Networking occurs 14 All Adults Social Networking Weekdays 12 10 All Adults Social Networking Weekend 15-24 Social Networking (Mon-Sun) 8 6 4 2 0 Source: Touchpoints 2012

We are “Social beings” - Leisure and Communication the most enjoyed activities 7.0 6.5 6.0 Enjoyment 5.5 5.0 4.5 lower 95% 4.0 upper 95% 3.5 Mean 3.0 2.5 Source: Geography of Time

OOH is the Social Medium 70. 91% Watch TV 22% Watch TV and Socialising 60. Watching Tv 89% OOH 37% OOH and Socialising Watching TV and Socialising 50. 40. 16-34 % 30. 20. 10. . Thursday to Saturday Source: Touchpoints 2012 OOH = Travelling, Elsewhere Indoors, Elsewhere Outdoors OOH OOH and Socialising Socialising

OOH particularly social in the evening THURS – SAT = 89% OOH, 37% OOH AND SOCIALISING THURS – SAT 9PM = OF ALL OOH, 50% ARE SOCIALISING 35. OOH 30. OOH and Socialising 16-34 25. % 20. 50% 15. 10. 50% 5. . Thursday to Saturday Source: Touchpoints 2012 OOH = Travelling, Elsewhere Indoors, Elsewhere Outdoors

The Friend Factor - Mood increases across the day when you are with others 85 Mood Score 80 75 70 65 60 55 Source: Touchpoints 2012 On My Own With Friends

The Friend Factor - Mood increases for all activities particularly those OOH 80 On My Own With Friends With Partner/Spouse OOH Travelling With Kids Mood Score 75 70 65 60 TV Source: Touchpoints 2012 Radio

Technology as a Real World Social Enabler 60% % Reach of Socialising OOH 50% 40% 30% 43% 20% 31% 33% 0-50 51-250 49% 10% 0% Socialising OOH = Socialising & (Travelling/Elsewhere outdoors /cafe/gym/pub/restaurant/shopping mall/supermarket) Source: Touchpoints 2012 251-500 500+

Final Thoughts

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