Posterscope Media Digest - Spring 2013

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Posterscope Media Digest - Spring 2013

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Posterscope’s ‘Media Digest’ features in depth analysis of the market and our perspective on the year ahead, including a broad economic review and forecast, a deep-dive into media and category ...

Posterscope’s ‘Media Digest’ features in depth analysis of the market and our perspective on the year ahead, including a broad economic review and forecast, a deep-dive into media and category spend, and featuring key learnings from a wide range of recent interactive and brand-building campaigns.
We cover all you need to know about the new out-of-home audience measurement currency, Route, as well as commentary on mobile and digital trends, a glimpse into tools and projects recently launched by both ourselves and our media partners, and much more.

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  • 1. POSTERSCOPE MEDIA DIGEST Prepared By: Insight Department March 2013Back to Contents page
  • 2. Contents PageExecutive Summary 3Economic Review & Forecast: 2012 And Beyond 4Media Category Spend 2011 vs. 2012 5Route - The New OOH Industry Currency 8Mobile Insight 10Digital Trends 11Transport Statistics 12Insight Tools 13Media Owner Insight Projects 23
  • 3. Executive Summary• According to the Outdoor Media Centre, outdoor revenue grew by 9.5% in 2012 to £970.1 million. This was considerably higher than the market as a whole and brings outdoor back to its historic highs of 2006-2007.• HM Treasury puts UK GDP stable at 0% for 2012 but with positive news of a return to an estimated 1% growth in 2013.• Ten out of thirteen categories increased their OOH adspend with the top five categories all seeing increases. Technology leads the field with a 34% year-on-year increase, with government & utilities (+28%) and travel (+16%) also experiencing high growth.• Three-fifths of UK adults are now smartphone users and nearly 1/3 of page views in the UK now occur on a smartphone or tablet.• Posterscope undertook several new research projects throughout 2012 and is already applying those learnings. These include research into Time Use Planning, an understanding of our urban environment in “Social Cities” and the 2012 Media Research Group (MRG) award winning presentation ”VirtuoCity”.• New research with Nestlé and Millward Brown demonstrated how traditional OOH is still the dominant medium for driving brand awareness, equity and trial.• 2012 was also the year that OOH launched its first national NFC/QR Code campaigns demonstrating OOH as a convergent interactive medium.• Both CBS Outdoor and JCDecaux have been utilising their research panels over 2012 and new category insights are highlighted. Similarly both are continuing these in 2013 and JCDecaux have launched a youth panel (15-24) called “Streetalker”.• Primesight have released a large number of case studies generated through their Primelife Tools and Clear Channel have available a range of case studies demonstrating the power of OOH in a multi-media world as well as results from their 2012 interactive OOH Advertising Research project. This month sees the launch of Clear Channel Mobile Platform. Back to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 3
  • 4. Economic Review and Forecast:2012 and BeyondUK Adspend:According to Warc’s detailed consensus advertising forecast the UK ad market grew by 2.7% in 2012.In official figures from the Outdoor Media Centre, outdoor revenues grew at a significantly higher rate of 9.5%in 2012 to £970.1 million (full year 2011 was £886.3m). This brings outdoor right back to its historic highs in2006-2007.The standout quarter of the 2012 calendar year was Q3, with 25% growth year-on-year helped by the London2012 Olympic/Paralympic Games. However every quarter showed outdoor growth with all major environments(transport, roadside, retail and leisure) benefitting from significantly higher spend year on year.The Warc ‘Consensus Forecast’ puts UK advertising growth at 3.0% for 2013 and 3.3% for 2014.The IPA Bellwether Report also has some positive news where marketing executives are cautiously optimisticabout an increase in their budgets for 2013 relative to 2012 levels. Preliminary data based on around two-fifthsof the survey panel suggest a rise in 2013 budgets with around 33% of the survey panel forecasting an increase,against 25% expecting a fall. The net balance of +8.2%pts is slightly higher than that seen for 2012 (+7.0%pts)and is indicative of cautious optimism for coming year budgets.Tim Lefroy, Chief Executive at the Advertising Association, said: “Despite the shaky economic outlook, 2013 willsee overall adspend return to levels last seen before the recession. That’s good news for both UK advertising andUK plc.”UK & Europe Economic Growth:The HM Treasury puts UK GDP growth at 0% for 2012 which is in line with analysts’ forecasts. This broadlyflat output for 2012 is the start of a slow but steady climb back into positive growth for the next few years.The Monetary Policy Committee continues to judge that the UK economy is set for a slow but sustained recoveryin ‘both demand and effective supply, aided by a further easing in credit conditions’ (Inflation Report, February2013). The Treasury’s latest report estimates a 1% growth in GDP figures based on independent forecasts.The underlying Eurozone issues however does continue to besiege economists’ confidence in the UK economy,culminating in the recent downgrading in the UK’s credit rating. In 2012 the Eurozone economy is estimated tohave shrunk 0.6% and is also predicted to shrink 0.3% in 2013.Global growth is projected to increase during 2013, as the factors underlying soft global activity are expectedto subside. Policy actions have lowered acute crisis risks in the Euro area and the United States. Overall globaloutput growth figures: 2012 (3.2%), 2013 (3.5%), 2014 (4.1%) (IMF World Economic Outlook).Back to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 4
  • 5. Media & Category Spend2011 vs 2012Referring to Ebiquity as the source of data, the changes in advertising expenditure between 2011 and 2012can be measured (Figure 1.0 NB. Data is indicative, not definitive)Ebiquity data suggests that five out of eight media channels have seen a drop in expenditure in 2012, withOOH bucking this trend and creating enormous growth of over 7%.Figure 1.0: Media Spend 2011 vs. 2012Back to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 5
  • 6. This is largely due to the ‘Olympics Effect’ which saw OOH expenditure rise by 25.4% year-on-year for Q3(£270m), the largest increase of all media. As a result, OOH has increased its share of voice to 7.1%, up from6.5% in 2011 (Figure 1.1).Figure 1.1: Media Share 2011 vs. 2012 2011 2012Back to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 6
  • 7. Category Spend:The individual category OOH spends have increased in line with OOH generally. Ten out of thirteencategories increased their adspend with the top five categories all seeing increases.Technology leads the field with a 34% year-on-year increase in OOH spend, with travel (+16%)and government & utilities (+28%) also experiencing high growth.Figure 1.2: OOH Category Spend 2011 vs. 2012 2011 2012Figure 1.3: OOH Category Spend2011 vs. 2012Back to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 7
  • 8. Route –The New OOH Industry CurrencyRoute, whose first release includes bus, underground as well as over 100,000 roadside poster frames, isa revolutionary new industry currency.Posterscope has developed a unique proprietary planning tool, with Route data at its core, which enablesus to combine granular respondent data with infinite other data in order to create plans more reflective ofour planning craft, intelligence and strategic approach.For more details click Route: The Right Direction in the OOH industryIf you haven’t been there already, Route’s website has some very useful summary documents and tools.Here’s some links to a few of them:Quickly look up the male, female and total populations of any Route town, conurbation, or BARB TV areausing the Interactive Population FinderBack to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 8
  • 9. Infographic with some key facts on Route: Route InfographicSummary brochure highlighting the new Route system: Route BrochureTopline numbers behind the complex methodology: Route Methodology Details10 slide deck demonstrating how it leaves the old currency behind: Route TransformationOr watch the video which tells you the achievement of the currency: Route FilmBack to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 9
  • 10. Mobile Insight • Smartphone ownership is high in the UK, at 58%. (Ofcom) • 82% of phones acquired in Dec 2012 were smartphones. (Comscore) • 1 in 5 Brits used their smartphone to purchase a good or service in December 2012. (Comscore) • Nearly 1/3 of page views in the UK now occur on a smartphone or tablet. (Ofcom) • Top 3 retail activities on a mobile: find store location (26%), compare product prices (20%), research product features (19%). (Ofcom) • 9 out of 10 UK internet users now shop online. (Comscore) • 56% of all adults are aware of 4G, rising to 73% amongst adults who own a smartphone. Around a quarter of all adults have a good understanding of 4G and are able to correctly identify implications and functionality. (Technology Tracker Q4 2012) To access more detailed statistics, please follow the below links: Ofcom International Communications Market Report 2012 ComScore 2013 Digital Future in Focus Ipsos Technology Tracker Q4 2012 Figure below: Device Preferences Throughout The Day Tablets The share of popular at device page traffic night shows when in the day eachShare of Device Page Traffic on a Typical Workday device is used, Mobiles brighten PCs dominate for example, the the commute working hours share of tablet use is highest in the evening. Both commuting times show an increase in mobile usage. This shows how mobile use is linked to being out of home. Late Early Early Early Prime Night Morning Evening Evening (8pm - 12am) (12am - 7am) (7am - 10am) (10am - 5pm) (5pm - 8pm) Source: comScore Device Essentials, Monday, 21st January 2013, UK Back to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 10
  • 11. Digital TrendsStats for 2013:Tablets have grown 49.5% in 2012 and by 2015 1 in 3 of all computers shipped will be a tablet. In 2013, mobilephones will overtake PCs as the most common Web access device worldwide.(Dynamit Digital Trends 2013)Trends for 2013:Human-centred tech: as voice activated systems and gesture-based recognition become more sophisticated,and experimentation with wearable computing and emotion recognition grows, technology will increasingly adaptto humans. It will become more intuitive, integrating more seamlessly into our lives, rather than requiring peopleto adjust to it. “We’re entering an age of human-centred design, shaped around people and their existing habitsand body language,” Olof Schybergson founder and CEO of digital consultancy Fjord, told Fast Company.(JWT 100 Trends)NFC tags: with about 300 million near field communication-enabled mobile devices expected to sell worldwidein 2013, watch for wide adoption of customisable NFC tags. User can program these small tags to initiate anarray of functions on mobile devices. Brands like Sony (Xperia SmartTags) and Samsung (TecTiles stickers) arenow in the game. The tags have interesting potential for brands which can use them to simplify processes likedownloading information or even making a purchase. (JWT 100 Trends)Transformable designs: like digital wallpaper and customisable furniture will bring the easily modifiableaesthetic of the virtual world into the real world. Enabled by intelligent projectors, surfaces and materials, thephysical will become digital. (Sparks and Honey)Predictive Personalisation: brands will increasingly use data analysis to predict customer behaviour, needs orwants- and tailor offers and communications very precisely. We’ll see data scientists become the new hotshots,marketers offering Hyper-Personalised Customer Service and consumers focusing on Personal Data Ownership.(JWT 100 Trends)Everything is retail: Shopping is shifting from an activity that takes place in physical stores or online to a valueexchange that can play out in multiple new and novel ways. Brands will become increasingly creative in whereand how they sell their goods. (JWT 100 Trends)JWT 100 Trends 2013Sparks and honey 2013 TrendsDynamit Digital Trends 2013Back to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 11
  • 12. Transport StatisticsThe latest published results show that over both the long and short term there has been an increase in totalpassenger numbers/distance travelled driven by nearly all forms of transport.Air Travel:• There were 219 million terminal passengers (arrivals and departures) at UK airports in 2011, 4% more than in 2010. Terminal passenger numbers have more than doubled since 1990 (102,418,000).Rail Travel:• Since privatisation (1994/95), the number of journeys made by national rail has doubled from 0.7 billion to 1.5 billion in 2011/12 (52% increase since 2001/02). In 2011/2012 alone, passenger journeys rose by 7.8% compared to the previous year.Bus Travel:• There were 4.7 billion bus passenger journeys in England in 2011/12. This is a 0.5% increase from the 2010/11 level.Car Travel:• The number of licensed motor vehicles in Great Britain has increased from about 4 million in 1950 to over 34 million in 2011.• In 2011, the overall motor vehicle traffic volume in Great Britain was 303.8 billion vehicle miles. This is similar to traffic volume in 2010 (303.2 billion vehicle miles).• Car traffic increased slightly (0.4%) between 2010 and 2011, from 239.8 to 240.7 billion vehicle miles.London Travel:• The total number of trips in London in 2011 was 25.5 million per day, an increase of 1% over the previous year. There has been a 4.9% annual increase from 2010 to 2011 in number of underground trips.• Underground grew particularly strongly, with 7.3% more passenger kilometres travelled and 5.7% more journey stages compared with 2010/11. A total of 72 million train kilometres were operated on the Underground in 2011/12, up from 69 million in 2010/11 and above the previous high of 71 million in 2008/09.• The 5.7% increase in journey stages means the underground transported 1,171 million passengers in 2011/12Transport Statistics 2012TFL London Report 5Back to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 12
  • 13. Insight ToolsGeography of Time/TouchpointsThe Geography of Time (GoT) research recorded 1,200 days of consumers’ activities through a PDA diary.The PDA diary was similar to Touchpoints and analysing the two data sources can create some very interestinginsight about time use and in particular planning OOH by time of day.When planning OOH to reach consumers at a particular time of day you could argue that there are four majorfactors that need to be considered. Where you are, what you are doing, who you are with and what is yourwellbeing/mood. WH E O AR YO U U O Y AR RE E E WI WH TH WH NG AT EI YO LB U EL R A E W DO UR IN YO GBack to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 13
  • 14. For example, Figure 2.0 demonstrates when 16-34 year olds tell us they are socialising on an average Thursdayto Saturday. Socialising occurs all day but peaks at around 8.30-9pm. At this time a massive 46% are watchingTV, but only 11% of them are watching TV and socialising. Whilst 28% of 16-34 are OOH at 9pm and half ofthem tell us they are OOH and socialising. Therefore if brand messages are intended to be seen by the targetconsumer in a social situation then OOH is an ideal medium for this.Figure 2.0: OOH The Social MediumOOH = Travelling, Elsewhere indoors, Elsewhere OutdoorsSource: Touchpoints 2012Back to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 14
  • 15. Please click on the following link which will take you through to the full presentation around planningOOH by time of day – Planning OOH by Time of DayAlso check out the following video showing some great examples of how brands have planned andadapted their creative around time – It’s All In The TimingSocial CitiesWellbeing is determined by many macro factors such as the Economy, Governance, Natural Environmentand realistically most of this is beyond our control. However an individual’s wellbeing is also largelyaffected by more social aspects such as what we do, where we live and our relationships as summarisedin the figure below: TEXTUAL DOMAI NS CON The Economy I ND IVI DUA CTI NG LW FFE EL R SA L-B CTO EI NG FA Health (Physical/Mental) What We Do Work & leisure balance Educational UAL WELLB Personal ID E Skills IV Finance Where We Live IN IND Homes, local environment, G community, facilities g Pe o p b ein e ll l e’ Our Relationships s rw w ei o n Where as f th Our We Live sess m e nt o Relationships With family, friends and community nt nme Go viro ver ne En What We Do nc al e ur at NBack to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 15
  • 16. 90% of the GB population live in urban areas and as such our understanding of how people perceive theirurban environments is vital ... particularly as most OOH inventory is in conurbations. So we commissioned aninsight project surveying 3,500 respondents from 5 major GB conurbations to gain insight into city life.We also compared the Geography of Time PDA study to time use studies from the past to understand howthis might affect wellbeing:Some key insights include...• In 1974 the separation between work & leisure was distinct but today the boundaries are far more blurred• People are happiest when they are with others doing any number of social activities, which has clear implications for joint targeting• Perceptions of cities is improving particularly around leisure and shopping facilities• Brands have opportunities to give back to the community particularly in the provision of public spaces & leisure. Even more poignant now as the cost of leisure is increasing• Community spirit improved in 2012 with the Jubilee and Olympics but we don’t really socialise with our neighbours - as such we travel to meet up with family and friendsPlease click on the following link to read the full presentation: Social CitiesBack to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 16
  • 17. VirtuoCityVirtuoCity is a joint insight project between Posterscope and JCDecaux. It is a 4-minute driving simulationwhere research respondents watch video footage that follows a car driving through the suburbs and intothe town centre. Specialist laptops measure respondents’ eye-tracking, and then recall studies identify thememorability of different OOH advertising variables within the virtual city.These OOH variables included size, orientation, frequency and animation. The brand creatives and posterlocations were rotated for different respondents, so the results were based on the advertising variablesrather than the creative.Back to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 17
  • 18. VirtuoCity provides great insight into levels of fixation, recall and the “Engagement Index” for OOH exposureelements. The example in the figure below demonstrates this for poster size: Small Medium LargePlease click on the following link to watch a VirtuoCity video:If you have not seen the presentation then please get in touch with your regular Posterscope contact orRussell Smither at russell.smither@posterscope.com or 020 7863 2009 to arrange a date.In future months we hope to transfer these learnings from the virtual world into the real world to plan OOH moreeffectively. This will be done by applying the modelled VirtuoCity results to the new OOH industry currency – Route.VirtuoCity was also voted Best Research Paper at the 2012 MRG Conference...“Love Posterscope/JCDecaux paper proving some long held beliefs about size, orientation, frequency andanimation value in OOH”Kristin Bayliss, Universal McCann“One of the coolest presentations I’ve ever seen. It’s like grand theft auto of the OOH planning world”MediatelBack to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 18
  • 19. OOH – THE BRAND BUILDING MEDIUMA recent report from the IPA suggested that the largest part of an advertising budget should still beinvested in media with a mass reach and long-term effects. At least 60% should be invested in such brand-building media. OOH has always been upheld as a broadcast medium, particularly large format posters, thathave strong brand building potential due to their mass reach and stature.In 2012 Nestlé launched an NPD, Nescafé Gold Crema, using a large format 48 sheet campaign. Researchconducted by brand tracking specialists, Millward Brown, proved the effect of OOH in driving significantincreases in brand awareness, trial and importantly brand equity.The figure below demonstrates how respondents who saw the OOH campaign were:• 24% pts more likely to be aware of Gold Crema• 8% pts more likely to have trialled Gold Crema• 4% pts more likely to buy Gold Crema nowadays Total Sample: % Recognised Neither: % Buy nowadays Base Level -1%pt Ever tried Base Level -3%pt Aware Base Level -6%pt Recognised Either: % Recognised Both: % Buy nowadays +4%pt +7%pt Ever tried +8%pt +11%pt Aware +24%pt +29%pt Significantly higher than ‘Recognised neither’ at 95% confidence intervalSource: Posterscope Dip. Base: Total sample (n=952)Back to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 19
  • 20. The figure below also demonstrates how the OOH Campaign drove brand equity. Significant increases wereseen for the measures of brand differentiation, emotional affinity, value and leadership amongst those whosaw the OOH campaign compared to those aware of the brand. Differentiation Emotional Value Popularity Affinity LeadershipHeard of Gold Crema Base Level Base Level Base Level Base Level Base LevelRecognised either +10%pt +19%pt +12%pt +7%pt +3%ptOOH CreativeRecognised both +17%pt +22%pt +21%pt +13%pt -OOH Creatives Significantly higher than ‘Heard of Gold Crema’ at 95% confidence intervalClick on the following link to read a more detailed case study on how traditional large format OOHadvertising is still a dominant medium for brand-building – Brand Building Power of OOHSource: Posterscope Dip. Base: Total sample (n=952)Back to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 20
  • 21. CONVERGENT OOH – INTERACTIVE NFC/QR CODE CAMPAIGNS2012 was the year that saw the first large scale convergent NFC/QR Code OOH campaigns. Innovativebrands such as Nestlé, Sony and Beck’s took advantage of these mobile technologies and saw high levelsof consumer interaction.Interaction data has provided great insight into which technologies (QR Code/NFC) consumers chooseto interact with and what times/days are generating the highest levels of response. NFC is experiencinggrowing levels of response as more consumers are becoming aware of NFC and many more mobilehandsets are adopting the technology.Figure 3.0 shows how NFC accounted for 10% of all interactions in March 2012 during the JCDecauxReading test. This figure rose to a quarter (25%/23%) for the national campaigns for Kit Kat and SonyXperia, which took place 6 months later in Sept/Oct 2012.Interestingly for campaigns where a specific keyword search term was given, few consumers chose this astheir method of response. This we feel is because consumers enjoy using these newer technologies. Whenbrands give them an opportunity to interact via them, they chose these. Consumer research below has alsoproven they rate interaction experiences highly when using NFC/QR Codes. Search on the other hand isso familiar that consumers will not use this so often as a method of interaction, but rather to find out moregeneral information about the brand/campaign.Figure 3.0: Chosen Technologies - Becks Vier vs Other Major Campaigns Becks Vier 13 Campaigns Kit Kat Sony Xperia Campaign 15th Oct – 11th Nov 2012 March 2012 17th Sept – 1st Oct 2012 Oct 1st –14th 2012 Details & Dates 500/1000 25,000 300 3,000 1,000 A3 Posters Beermats Reading 6 Sheets National 6 Sheets National 6 Sheets 1,701 5,400 2,535 1,398 (54%) (90%) (75%) (77%) 1,462 600 854 417 (46%) (10%) (25%) (23%) 98 224 Impressions Impressions (very small % n/a (very small % n/a choosing search) choosing search)Back to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 21
  • 22. As mentioned above, consumer research has proved that the technologies of NFC/QR Codes are ratedparticularly highly as a method of interaction. Research conducted amongst those who interacted with theKit Kat campaign proved that 55% rated the QR Code/NFC interaction experience as “very good” whilst thefigure was 25% for search. NFC/QR codes were rated particularly highly for speed, convenience & easeof use.Consumer research also proved that interactions have a very positive effect on brand equity. Those interactingwith the poster rated Kit Kat across 8 key brand metrics as 9% pts higher than the control (who didn’t interact).For those interacting by NFC/QR Code average brand equity scores were 20% pts higher.Even more profound was that interaction is increasing purchase consideration. Figure 3.1 demonstrates thatof those who interacted, consideration to purchase was 15% pts higher than the control. Whilst for thoseinteracting via NFC/QR it was 28% pts higher.Figure 3.1: Interaction Increases Purchase Consideration Strongly Encourage Encourage No Difference Less Likely Non Interacted 7% 22% 71% Interactive Search 10% 27% 63% Interactive 16% 41% 44% NFC/QR Code Any 12% 32% 57% Interaction 0% 20% 40% 60% 80% 100%Those who interacted with the advert had higher levels of purchase consideration, especially thoseinteracting via NFC/QR CodesPlease click on the following link to read in full the learnings from the Kit Kat campaign.Back to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 22
  • 23. Media Owner Insight ProjectsIn March 2013 CBS Outdoor’s online research panel work.shop.play. celebrated its first birthday. During itsfirst 12 months it gained insight on a wide variety of categories including holidays & travel, motors, cosmetics &beauty, computer gaming, and London attractions... to name a few. To find out more, please click on this link:CBS Outdoor work.shop.playBelow is the 2013 timetable for forthcoming categories they are asking their panel. If you are interested insubmitting potential questions for these then please contact either:Russell Smither at russell.smither@posterscope.com or 020 7863 2009Gemma Proctor directly at CBS Outdoor at gemma.proctor@cbsoutdoor.co.uk or 020 7428 2879Work.shop.play. London CommunityCBS Outdoor wants to investigate the influence Londoners have in terms of the power of their word of mouth.The hypothesis for this is because of London itself; London is different to the rest of the UK – the people, theirmindsets, attitudes and behaviours are different and they are shaped by the multicultural urban environment theylive in. CBS Outdoor will recruit between 300/400 panellists from the WSP online panel and ask them to takepart in a series of surveys and discussion forums from March to August with the findings being made available inAutumn 2013. Such insight will hope to complement current WOM studies such as Keller Fay WOM questionson TouchPoints. Ultimately CBS intends to understand who the London influencers are and how advertisers cantarget them.The London Worker Planning ToolCBS Outdoor is gaining valuable market insight from its industry approved planning tool. Unlike previousindustry surveys which focus on London’s 7.5 million residents, the London Worker research analyses the day today movement and media habits of London’s 3.8 million workers.For more information on this tool, please click on the following link: London Worker Planning ToolBack to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 23
  • 24. Interactive Europe 2CBS Outdoor recently released the results of a second major pan European study measuring interactiveOut-of-Home across 6 markets. This report provides a 360° view on the iOOH ecosystem incorporatingviews and latest trends from consumers, big brands, as well as tips and lessons learned from recentinteractive campaigns.Please click on the following link to the full presentation: www.interactiveeurope.comConnected Commuter PanelJCDecaux’s mobile panel of 1,500 rail commuters from London/South East generated great insight across awide number of categories throughout 2012. To find out more, please click on this link: Connected CommuterIn 2013 the Connected Commuter panel has switched to using mobile specialist research company On DeviceResearch. This ensures they complete the surveys on their mobiles and the aim is to launch an app in the nearfuture to increase completion rates. Panellists complete one detailed category survey per month (calendar belowfor 2013), so if any of these categories are of interest then please contact to suggest potential questions:Russell Smither at russell.smither@posterscope.com or 020 7863 2009Chris Felton at chris.felton@jcdecaux.co.uk or 020 7298 1768Each month there are also 4 smaller weekly “mini surveys” on any topic or current affairs.Streetalker PanelJCDecaux’s new StreetTalker Panel will launch in April 2013. The panel of 16-24 year olds will deliver detailedinsights on this youth audience – from brands they love to their everyday habits. Like with Connected Commuter,panellists will be reached via smartphone with several surveys per month of varying lengths.Back to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 24
  • 25. In 2012 Primesight invested substantially in creating a results culture and below is a link to their website withcase studies across a wide range of environments and formats such as digital, specials, lifestyle, retail, roadsideand transport.Primesight Case StudiesCampaign Research 2012In 2012 Clear Channel worked in partnership with a number of advertisers driving an understanding of thepower of OOH within the multi-media world. They have a range of case studies which show how OOH, and inparticular 6-sheets, drive awareness of new product launches and brand repositioning, creating an emotionalconnection with consumers whilst driving consideration and purchase.Interactive Out-Of-Home Advertising Research ProjectIn 2012 Clear Channel also carried out a bespoke research project on their award-winning iD6 unit tounderstand interactivity and engagement in out-of-home advertising. The results demonstrate:• How best to engage the consumer• When and where engagement should take place• What type of content is best• Length of time the consumer will interact• What it means for brands who interact with consumers in this way• How to engage with today’s consumer; via mobile, social media or touch screenFor more information on either of these projects please contact:Lynne Jarrett at lynne.jarrett@clearchannel.co.uk or 0207 478 2971Clear Channel Research Monitor (CCRM)In 2013 Clear Channel, via their Research Monitor, will continue to partner with advertisers to provide insights onaudiences and how they interact with OOH advertising within a multi-media world.Clear Channel Mobile PlatformIn March 2013, Clear Channel launched the UK’s first permanent high street mobile platform for outdoor media;10,000 high-street 6-sheets were initially equipped with both Near Field Communications (NFC) and QR codecapabilities. The consumer will tap or scan their mobile device on interactive panels on high streets and in towncentres right across the UK, providing brands with a platform to deepen their engagement and interactionwith their audiences through interactive content and social media integration. This reiterates out-of-home’simportance in the media communication mix. For more information click on the following link:Clear Channel Mobile PlatformBack to Contents page POSTERSCOPE MEDIA DIGEST - Full Year 2012 25