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Posterscope out-of-home time use planning


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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 …

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.

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  • I am going to talk to you for around 25 minutes or so on how OOH advertising has created effective campaigns by utilising an understanding of Consumers Time UseI will also talk you through various research tools or projects that we at Posterscope have used to better understand Time Use ... All of these generate insight that help us plan OOH campaigns more effectively
  • But before I go on to talk about specific research tools or projects ... I thought I would take you on a quick journey around OOH advertising and how it has evolved ... All of this is very relevant for our understanding and planning of OOH by Time of DayWe live in a culture of Busyness ... Our time has become increasingly precious to us and as such we don’t like to be interrupted. In OOH we have always had a great USP that our advertising is welcomed. We know that OOH adverts are an experience enhancer and this is the case whether they are broadcast, targeted using time specific messages or also interactive
  • So if we simplified how OOH advertising has evolved over time we could summarise that Traditional OOH is a welcomed broadcast medium that uses non digital sheetage to reach consumers at specific locations – this is still by far the most widely utilised form of OOH accounting for roughly 78% of revenueOOH then went through a digital transformation allowing advertisers the flexibility to efficiently target consumers by purchasing specific dayparts and utilising relevant time and location messaging.Now we are entering the period of convergence ... and Mobile Interaction – From an OOH perspective this demonstrates very high levels of engagement as it is an opt in for consumers ... so we need to understand the reasons that consumers may want to opt in
  • So as I mentioned Traditional OOH advertising is welcomed. In a study by CBS Outdoor and Kantar Media over 1,100 commuters were asked “How much advertising do you think there is on the following media?”As you can see for OOH, irrespective of format, they received the highest scores for “The right amount”
  • Then with the onset of digital OOH ... The first use of this was purchasing daypartsthat targeted consumers at very relevant times of day or day of week. Just two examples demonstrate this ...Harrods purchasing morning and evening commutes on Thursday and Fridays and Saturday Morning & AfternoonListerine purchasing weekday morning commuter packs Consumer research amongst Tube users demonstrated that consumers fully understood why the advertising was purchased on specific days or time periods and they engaged with this relevant advertising
  • Since then Digital OOH has moved on ... and you could now summarise OOH utilising Time specific messages in 3 main waysPacks bought at specific daypartse.g. Listerine and Harrods I just mentioned – These campaigns make the assumption that the consumer can associate why that brand is advertising at that particular timeReal time campaigns e.g. CH4 News advertising content in real time to commuters on their way home from workCreatives that actually referencing time/locations e.g. Guinness 17:59But realistically the % of digital creative using the above Time specific messages is still smallOOH Time of day planning still has to evolve ... And there is a massive opportunity for advertisers to get on board with this. A lot of the onus will fall on creative agencies as they need to be willing to create copy that is relevant to specific times and locations
  • I thought I would now should you a video of a few examples of OOH campaigns that have utilised Time as the basis of the campaign .....
  • And now we are entering the period of convergence ... and Mobile InteractionFrom an OOH perspective this demonstrates very high levels of engagement as it is an opt in for consumers ... So the challenge is that we need to understand the reasons that consumers may want to opt in and interact and as such deliver creatives and content for this ...Posterscope worked with Clear Channel to research Mobile Interaction and the above chart demonstrates some insight from this research. It proved that the main reasons that consumers want to interact with posters is for Functional reasons ... Particularly those that relate to offers/vouchers or for getting local information ... I heard a stat from Google which said that over a 1/3 of all searches on mobile phones have local intent ... And it appears that consumers want the same local information from OOH postersWe again feel there is a massive opportunity with mobile convergence particularly amongst key 15-34 demographics who demonstrate the greatest appetite for Interaction and a desire for their time to be filledThe CBS Britain on the Move Study tells us that as much as 50% of 15-34 year olds agree “Even if I am just waiting a few minutes for a bus or meeting I have to entertain myself with something to watch/read/listen to” (Base: 1,300 adults aged 16+ Future Foundation)
  • At the moment the whole OOH industry is trying to gain insight on How Consumers are Interacting with posters/screen using their mobiles.JCDecaux completed a 4 week mobile test in Reading with 13 live advertisers. This consisted of 300 6 sheets that had both QR codes and NFC tags to interact with using smartphonesIn total over a4 week test period there were 6,000 Interactions by over 3,000 Individual consumers. As you can see we can gain insight on WHEN these interactions took place and start to form hypothesis on why this may be ... One of the lowest days being Monday as we might expect with consumers more likely to be thinking and concentrating on work .... Again linking to the theme of Busyness Michael talked aboutWhereas one of the highest days being Saturday when a lot of people are out and about and in a more leisurely mood
  • We also understood at WHAT TIME these interactions were taking placeWe see that most interactions were taking place throughout the afternoon and especially on the evening commute home. Again we can hypothesise from this that it is after work that people are more relaxed, less busy and as such more likely to want to interact
  • Posterscope also worked with Inbev, Admedia and Vizeum to plan a campaign for Becks focusing on their association with up and coming music artists. The campaign encouraged consumers to interact with beermats or washroom panels via NFC or QR codes to download a free track.Mobile interactions were analysed by day of week and time of day which delivered interesting insights for future Out-of-Home planning. As expected interactions increased throughout the week peaking on a Saturday, however Sundays also achieved a very high level of response demonstrating this is a day when families and friends are relaxing in the pub environment. Similarly, as expected, over half (53%) of interactions took place in the evening but a surprisingly high proportion (28%) were performed by the lunchtime market. Such insight could create opportunities for time specific messaging on microsites.
  • And finally from the JC Decaux Reading test also demonstrated WHERE consumer interactions were taking place ...These were across the city on all major roads, but particularly within the city centre
  • So I just thought I would show you another quick video which demonstrates many of the reasons why consumers may want to interact with OOH posters ... For each reason it would be interesting to think about the locations and times of day that you personally would consider interacting for this reason
  • I am now going to talk you through a couple of research tools, projects and partnershipsthat we at Posterscope use to better understand Time Use that help us with our OOH planningIt is interesting to see that these all use Mobile Platforms such as GPS tracking methodologies or Smartphone usage ... This demonstrates how mobile is now a very established way to measure how consumers are spending their time and what they are thinking about
  • Route, the new OOH industry currency has Time use at its coreSo this was a GPS Travel Survey of20,000 respondents and 9 days 2 w/e + 5 weekdaysBut what is particularly important is that Route and its subsequent releases will cover far more locations on WHERE OOH is seenRoadside, Buses and Underground in the 1st ReleaseAirports, Leisure Centres, National Rail, Pedestrian shopping,Shopping malls, Supermarket exteriors, Taxis in subsequent releasesIt is also looking at Digital providing insight on WHEN OOH is seen There will be 4 dayparts by weekday, Saturday or Sunday
  • Geography of Time – this was a joint project that Posterscope and a few other partners (Metro, Kelloggs, Nokia) worked on with Trajectory GoT used a passive PDA that respondents carried with them for 3 days across the major conurbations of London, Manchester, Glasgow, Cardiff and Birmingham. In total around 1,300 days were recorded. At the end of the day respondents were sent an email survey and were presented with a map that tracked their movement across the previous 24 hours. They were then asked for each location - what activity they were doing (primary or secondary) What time it started and ended Enjoyment score for that activity Who they were with- If they moved location they were asked how they had got there i.e. How they had travelledAlthough the PDA methodologies for Touchpoints and Geography of Time were differentIt was great to see that the majority of results from our Geography of Time study were very similar to those on Touchpoints and as such validated the findingsShopping on a weekday = GoT 43%, TP 41%Time of 1st shop weekday (50%) = GoT 1.20pm, TP 1pm
  • Posterscope has a partnership with EE where we have been provided with aggregated data that demonstrates the geographical hotspots of mobile/app usage for different product categories.So by selecting sites in geographical locations which are hotspots for where consumers are accessing websites or apps relevant to a particular retailer category such as electronics, these hyper-targeted posters provide the featured advertiser with the best possible chance that their advert will evoke a consumer responseEither by going online on their smartphones to do some relevant research/make a purchase … or by driving them in store …. But in this convergent world often both
  • So when thinking of Researching and Planning OOH by Time Use there are 4 major factors that need to be considered ...1) Where are people at a particular time2) What activity are they doing3) Who they are with4) What is their Wellbeing i.e. mood, enjoyment etc.
  • And of all these I would argue that nearly all OOH Time Use planning is based on WHERE consumers are & WHAT they are doing ...So I am now going to show you a few ways that we have analysed Touchpoints and Geography of Time data to gain insight to help OOH planning
  • ThisTouchpoints chart demonstrates how OOH can complement TV advertisingVery simply, OOH advertising is clearly consumed far more during the day whilst the majority of all TV viewing takes place in the evening. As such the two mediums complement each other.However the story becomes far more interesting when we start to look at individual audiences especially hard to reach TV audiences such as 15-34 year olds in London. When we look at this particular audience we can see how they are OOH for far longer than all adults but only from 10.30am in the morning. In total across the full day 15-34 year olds in London spend 16% more time OOH and 12% less time watching TV than all adultsBut post 6pm the story is even more compelling. Post 6pm 15-34 year olds in London spend 39% more time OOH and 17% less watching TVFULL DAYAdults TV = 4.29 HRS = 4 HRS 17 MINS15-34 London TV = 3.79 HRS = 3 HRS 47 MINSAdults OOH = 5.29 HRS = 5 HRS 17 MINS15-34 London OOH = 6.14HRS = 6 HRS 8 MINS= 15-34 London spend 16% more time OOH & 12% less watching TVPOST 6PMAdults TV = 2.5 HRS = 2 HRS 30 MINS15-34 London TV = 2.07 HRS = 2 HRS 4 MINSAdults OOH = 0.93 HRS = 56 MINS15-34 London OOH = 1.29 HRS = 1 HR 17 MINS= 15-34 London spend 39% more time OOH & 17% less watching TV
  • So in the previous chart we looked at what specifictimes of day consumers were OOH and watching TVHowever by commissioning the Geography of Time project with Trajectory we explored a new way of analysing Time This was based on Accumulated ReachThis looks at measuring .... of all people who have done a particular activity i.e. Travel, at what time of day did they 1st do the activity So in this chart you can see that of all people who travel on a weekday 50% have done so by 9am in the morning and 90% have done so by 2.50pmWhereas travel is clearly more spread out on Saturday and Sundays. 50% of everyone who has travelled on a Sat/Sun have done so by 11am What this demonstrates is that OOH can achieve high daily reach very quickly particularly on a weekday
  • Since then we have also analysed Touchpoints data in the same way .... And this chart looks at Commercial TV viewing. From this way of analysing Time use data we can see that of all people who watch Commercial TV on a weekday it is not until 4.30pm that 50% of them have done so. And it is not until 9pm that it reaches 90% coverAs you would expect commercial TV viewing does start earlier on a weekendClearly the accumulated reach of Commercial TV viewing is far more spread out across the day whereas you could argue that OOH is more clustered within earlier daypartsFrom a planning point of view this has clear implications for advertisers if they want to reach consumers on a particular day. This is especially the case for Retailers who may have a limited sale on such as B&Q or John Lewis etc. and as such would like to reach consumers earlier in the day so they have more time to act on the messages.
  • In the Geography of Time data we can then drill down further into the activity.So for example with Travel we can look at the reason for travel and analyse the accumulated reach based on this. So if an advertiser wants to target commuters/workers we can see that of all those who travelled for Work 50% have done so by 8.10am in the morning but it does not reach 90% until 1.20pm. Clearly here we are seeing those people who are working shift times or may have part time jobsHowever if we want to targeted those travelling for Leisure we can see that this is more spread out throughout the day with 50% reach not achieved until about 1pm. Here we see can see the importance of day/early afternoon advertising for reaching such consumers. 90% reach for Leisure is not achieved until 7pm as many may be leaving the home/work and travelling for a night out ... With advertisers like Guinness taking advantage of thisWe can also see that travel for shopping is spread throughout the day with 50% reach by 12.30pm and 90% reach by 5.30pm when the shops may be about to closeNOTES:Reason for travel based on sample:Travel for Work – 26%Travel for Leisure – 43%Travel for Shopping – 35%
  • As I mentioned earlier nearly all planning by Time of day is done based and where and what people are doing ....But with the Insight that research provides there is more opportunity to think about Time use with regards to Who people are with .... what their mood and mindset is .... This is thinking more about the Social Side of advertising
  • So in the next 5 minutes I intend to think about what social really means with regards to time use and planning This will cover not just online social networking but all communication as well as a broader understanding of social activities ... I will also demonstrate why reaching people when they are with others can be more effective for advertisers
  • One definition of Social is clearly based on people communicating with each other Again using Accumulated Touchpoints data we can see when any “non face to face communication “takes place with others ... This includes communication via email, online social networking, SMS or on the phoneBy 10.30am on a weekday 50% of people have communicated with others non face to face. This is earlier than at weekends (probably due to work) but still on weekends 50% of people have communicated with others non face to face by 12 noon. I think this data is staggering and demonstrates how social we really are ...
  • We can drill down and look at individual ways of communicating socially Of all those who Social Network Online, this takes place across the day but predominantly in the evening on both weekdays and weekendsWe can also see that particular audiences, i.e. 15-24 year olds are far more likely to be social networking online at all times of day ...Base: All those Social Networking Online = 44% all adultsSource: Touchpoints 2012
  • But what is the importance of being Social ....This links directly to an individuals wellbeing .... which in modern times is often based on finding the right work life balanceInsight from the Geography of Time research shows us that the majority of activities we enjoy the most are social activities. Whether this is going to the cinema or theatre, any other hobbies, going out with friends, being with your family, or even communicating on the phone with others ...
  • And one can argue that OOH really is the Social MediumFor example the above chart demonstrates when 16-34 year olds tell us they are socialising on an average Thursday to Saturday. Socialising occurs all day but peaks at around 8.30-9pm. At this time a massive 46% are watching TV, but only 11% of all those watching TV tell us they are watching TV and socialising. However 28% of 16-34 are OOH at 9pm and of this group half of them tell us they are OOH and socialising. Therefore if brand messages are intended to be seen by the target consumer in a social situation then OOH is an ideal medium for this.
  • 28% of 16-34 are OOH at 9pm and half of them tell us they are OOH and socialisingTherefore if brand messages are intended to be seen by the target consumer in a social situation then OOH is an ideal medium for this.
  • Touchpoints data also demonstrates how our average mood may fluctuate throughout the dayThe chart demonstrates firstly that as the day progresses our mood generally increases ... With a marked increase at lunchtime However our mood is always higher when we are with friends and this continues to increase as the day goes on peaking at 8pm in the evening
  • And Irrespective of what activity you are doing this is enjoyed more when you are with othersEither with friends, partners or with your kids Clearly this is evidence to support why “Joint Targeting” can be more effective for brands if people are happier when they are with others ...It is also a great story for OOH as the largest “Friend factor” increase is for when people are OOH or Travelling FF IndexTV = 107OOH = 112Travelling = 109Radio = 106
  • And finally I want to dispell the myth that some people havethat technology, such as online social networking, has meant that there is less need to meet up face to face with people in the “Real World” This is not the case and a quick touchpoints run can demonstrate insight that online/technology has actually meant that we socialise with others more in the real world ... The chart shows, irrespective of age, the more Friends that someone has on Facebook the more they Socialise OOH on an average day. Notes:By socialising OOH this is termed as people who say they are Socialising & ARE either Travelling/Elsewhere outdoors/cafe/gym/pub/restaurant/shopping mall/supermarket)
  • So I hope you have found this presentation interestingOOH is a complicated medium .... ... as there are so many places where people can be and many activities that they may be doing ... and we must also consider who people are with and what their mindsets isOOH has a great opportunity to efficiently target consumers at different times and digital OOH has this at its coreInsight also has a leading role in helping us better understand Time Use and plan OOH campaigns for our clients more effectively
  • Transcript

    • 1. Time Use Planning for OOH
    • 2. OOH is welcomed An experience enhancer not detractor
    • 3. 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
    • 4. 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
    • 5. 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”
    • 6. 3 main ways to utilise Time Specific OOH Messages Associated Daypart Packs Real Time Referencing Time/Location
    • 7. It‟s All In the Timing
    • 8. OOH and its increasing Convergence with Mobile Convergence – Interactive - Opt in
    • 9. Insight on when Interactions are occurring Source: JCDECAUX Reading Test 2012
    • 10. Insight on when Interactions are occurring 600 500 Interactions 400 300 200 100 0 Source: JCDECAUX Reading Test 2012
    • 11. 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
    • 12. Insight on where Interactions are occurring Source: JCDECAUX Reading Test 2012
    • 13. Reasons to Interact Video Source:
    • 14. Researching & Planning OOH by Time Use
    • 15. Geography of Time
    • 16. 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
    • 17. Researching & Planning OOH by Time Use
    • 18. Most OOH planning by time use is based on where & what
    • 19. 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
    • 20. 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
    • 21. 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
    • 22. 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
    • 23. But we can also think about Time use planning by company and mood
    • 24. Time to be Social
    • 25. 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
    • 26. 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
    • 27. 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
    • 28. 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
    • 29. 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
    • 30. 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
    • 31. 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
    • 32. 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+
    • 33. Final Thoughts