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The 4 customer journey stages


    Taking in information        Researching your
    passively about products     options...
Static stage

•   Nationally representative online sample of 1,507
    GB adults

•   Asked about all the sources they use...
Categories reviewed in static stage
Ads seen/heard in the last month?
7 in 10 have seen OOH ads

    Television                                       87%

  O...
OOH-exposed people more likely
to act on ads
Those seeing OOH ads are much more likely to learn about
companies they‟ve se...
Two thirds have searched the web as a
direct result of OOH ads

       At home or at work         On a smart phone or tabl...
More OOH exposures in past month lead
to more searches, and more purchases
 90%
                                          ...
1 in 3 have bought because of
OOH advertising

           Don't
           know
            20%             Yes
          ...
Young, mobile, affluent, urban, connected
most likely to buy because of OOH




   High earners           18 to 24 year ol...
Groups most responsive to OOH
Buy because of OOH a lot




                                   Notice OOH advertising a lot
OOH-exposed correlated to social media use
(i.e. using or planning to use social media
websites) at each phase, especially...
Conclusion from static phase
•   The most OOH responsive are
    young, mobile, urban, affluent, connected

•   OOH is str...
The Dynamic phase
•   How do people move between the phases of the customer journey? What drives the
    journey: advertis...
Dynamic fieldwork task: record category stimuli:
 brand, message type, reaction
      Which brand                      How...
Brands Covered across 9 categories
Encounters by Touchpoint Type
                  Total Reported
Touchpoint Type
                   Encounters
    TOTAL    ...
Number of Reported Encounters

                   Total Reported   Average Number
 Categories
                    Encounte...
Impact of Encounters

                                    65% of reported
                                 encounters resu...
% of people who remained in same stage




  70%       46%                 24%                        38%




            ...
Customer Journey Movements


           15%




70%

                             5%                           10%



    ...
Customer Journey Movements


35%




             46%

                                     10%                          9...
Customer Journey Movements


28%         30%




                                 24%

                                   ...
Customer Journey Movements


39%




                                                            38%

           14%      ...
Total encounters which generated
        a “feel” response
Total encounters which generated
         a “do” response
Impact of each touchpoint on „feel‟
                                               and „do‟ responses
% of encounters resu...
Outdoor encounters are more likely to provoke
positive feelings
Index of agreement versus all encounters average (media an...
Online and Outdoor ads generate search

25%


                   20%
20%


                               15%
15%         ...
A Customer Journey – Pay TV services
Male 25-34, ABC1, iPhone, Moved from Obtain to Share


 9th Oct – Out & About        ...
Advertising media are responsible for >50% SOV of effective
encounters: where people have moved forwards along the journey...
OOH‟s Share of Voice (SoV) of effective encounters increases the
closer a person moves to obtaining




  100%
           ...
OOH‟s Share of Voice (SoV) of effective encounters increases the
closer a person moves to obtaining




  100%
           ...
Research Summary
•   Media advertising drives the Customer Journey, but no one
    medium is the sole answer

•   Along wi...
“So what” for media planners?
•   Today‟s mobile and connected consumers notice outdoor and
    respond to it . They are y...
Outdoor Media Centre Customer Journey Research
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Outdoor Media Centre Customer Journey Research Slide 1 Outdoor Media Centre Customer Journey Research Slide 2 Outdoor Media Centre Customer Journey Research Slide 3 Outdoor Media Centre Customer Journey Research Slide 4 Outdoor Media Centre Customer Journey Research Slide 5 Outdoor Media Centre Customer Journey Research Slide 6 Outdoor Media Centre Customer Journey Research Slide 7 Outdoor Media Centre Customer Journey Research Slide 8 Outdoor Media Centre Customer Journey Research Slide 9 Outdoor Media Centre Customer Journey Research Slide 10 Outdoor Media Centre Customer Journey Research Slide 11 Outdoor Media Centre Customer Journey Research Slide 12 Outdoor Media Centre Customer Journey Research Slide 13 Outdoor Media Centre Customer Journey Research Slide 14 Outdoor Media Centre Customer Journey Research Slide 15 Outdoor Media Centre Customer Journey Research Slide 16 Outdoor Media Centre Customer Journey Research Slide 17 Outdoor Media Centre Customer Journey Research Slide 18 Outdoor Media Centre Customer Journey Research Slide 19 Outdoor Media Centre Customer Journey Research Slide 20 Outdoor Media Centre Customer Journey Research Slide 21 Outdoor Media Centre Customer Journey Research Slide 22 Outdoor Media Centre Customer Journey Research Slide 23 Outdoor Media Centre Customer Journey Research Slide 24 Outdoor Media Centre Customer Journey Research Slide 25 Outdoor Media Centre Customer Journey Research Slide 26 Outdoor Media Centre Customer Journey Research Slide 27 Outdoor Media Centre Customer Journey Research Slide 28 Outdoor Media Centre Customer Journey Research Slide 29 Outdoor Media Centre Customer Journey Research Slide 30 Outdoor Media Centre Customer Journey Research Slide 31 Outdoor Media Centre Customer Journey Research Slide 32 Outdoor Media Centre Customer Journey Research Slide 33 Outdoor Media Centre Customer Journey Research Slide 34 Outdoor Media Centre Customer Journey Research Slide 35
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A study conducted for the Outdoor Media Centre (OMC) by ICM Research and On Device Research (ODR) has revealed that outdoor advertising has a strong influence on consumers, nudging them along towards the purchase at every phase of the Customer Journey.

Outdoor Media Centre Customer Journey Research

  1. 1. The 4 customer journey stages Taking in information Researching your passively about products options by educating and and services but not doing informing yourself about anything with that the category, working up information yet a shortlist Working out where to buy Have recently bought and the product or service you are sharing your thoughts want, which brand to with other people and buy, how much to pay reviewing your purchase
  2. 2. Static stage • Nationally representative online sample of 1,507 GB adults • Asked about all the sources they use, including advertising, search and social media • Freeze frame snapshot in time • Fieldwork by ICM
  3. 3. Categories reviewed in static stage
  4. 4. Ads seen/heard in the last month? 7 in 10 have seen OOH ads Television 87% Out of Home 74% Online 58% Newspaper 52% Magazine 46% Radio 37% Cinema 26% Mobile phone 16%
  5. 5. OOH-exposed people more likely to act on ads Those seeing OOH ads are much more likely to learn about companies they‟ve seen advertised, and look at products they‟ve seen advertised, than people who haven‟t 41% 33% Seen OOH 23% Not seen OOH 13% Learn about companies Look at products
  6. 6. Two thirds have searched the web as a direct result of OOH ads At home or at work On a smart phone or tablet Don't Don't Yes know 5% know 4% 16% No Yes No 37% 58% 80%
  7. 7. More OOH exposures in past month lead to more searches, and more purchases 90% 82% 80% 78% 70% 64% 61% 58% 60% 58% 55% 55% 51% 50% 50% 47% 34% 40% 34% 30% 25% 26% 20% 17% 9% 10% 11% 10% 7% 0% Search internet at home / Search internet when Search internet anywhere Buy because of OOH work mobile 1 OOH 2 OOH 3 OOH 4 OOH 5+ OOH
  8. 8. 1 in 3 have bought because of OOH advertising Don't know 20% Yes 35% No 45%
  9. 9. Young, mobile, affluent, urban, connected most likely to buy because of OOH High earners 18 to 24 year olds 25 to 44 year olds Urban dwellers Commuters: 6-9 hours/week travel Connected people: and especially 9+ hours/week smart phones and tablets
  10. 10. Groups most responsive to OOH Buy because of OOH a lot Notice OOH advertising a lot
  11. 11. OOH-exposed correlated to social media use (i.e. using or planning to use social media websites) at each phase, especially Sharing
  12. 12. Conclusion from static phase • The most OOH responsive are young, mobile, urban, affluent, connected • OOH is strongly linked to search including mobile • The OOH exposed are more involved in social media • More OOH exposures drive positive investigating and buying actions
  13. 13. The Dynamic phase • How do people move between the phases of the customer journey? What drives the journey: advertising or other influences like WOM? • Fieldwork through On Device Research • 2,141 selected to complete a 2-week mobile diary – 27,833 diary days • 9 product categories covered in diary phase • Panellists asked to ‘check-in’ and report all brand encounters in their categories • Pre and post profiling survey determined which phase they started and ended in RE- PROFILING DIARY PROFILING
  14. 14. Dynamic fieldwork task: record category stimuli: brand, message type, reaction Which brand How Feeling as a What done as a encountered? encountered? result of the result of the encounter encounter Diary n=2,141 On Device Research methodology ensures correct representation in diary sample of both SmartPhone and FeaturePhone users
  15. 15. Brands Covered across 9 categories
  16. 16. Encounters by Touchpoint Type Total Reported Touchpoint Type Encounters TOTAL 13,035 TV Ad 2,293 Used the brand 2,049 Out of home 1,914 Word of mouth 1,542 Elsewhere (a) 1,514 Read About 893 Online Ad 775 DM / Doordrop 710 Magazine Ad 547 a = Elsewhere is self reported by the panellists. Newspaper Ad 531 The majority of the encounters are likely to have been exposure in-store, in shop windows, on-street, Radio Ad 267 in search or in non-advertising media editorial
  17. 17. Number of Reported Encounters Total Reported Average Number Categories Encounters of Encounters TOTAL 13,035 6.1 Fashion 2,618 11.4 Perfume 1,303 7.1 Telecoms 2,061 6.1 Spirits 1,715 5.5 Films 1,539 5.5 Travel 1,187 5.2 Pay TV 965 4.7 Cars 1,100 4.6 Personal Finance 547 4.3
  18. 18. Impact of Encounters 65% of reported encounters resulted in some kind of „feel‟ Emotional or „do‟ response. Action Response 28% of encounters Response (Feel) did both (Do) More interested Decided to buy the brand online More excited Decided to buy the brand in store More familiar with the brand Searched for information online More likely to recommend the brand Searched for information via my mobile I enjoyed the encounter Talked to people about it Worried about using it Recommended it to others I just wasted my time Signed up for updates I‟d consider it in the future Rethought my opinion of the brand The brand understands its customers Looked at their product range
  19. 19. % of people who remained in same stage 70% 46% 24% 38% Average across all product categories covered by the project
  20. 20. Customer Journey Movements 15% 70% 5% 10% 46% 24% 38% Average across all product categories covered by the project
  21. 21. Customer Journey Movements 35% 46% 10% 9% 70% 24% 38% Average across all product categories covered by the project
  22. 22. Customer Journey Movements 28% 30% 24% 18% 70% 46% 38% Average across all product categories covered by the project
  23. 23. Customer Journey Movements 39% 38% 14% 9% 70% 46% 24% Average across all product categories covered by the project
  24. 24. Total encounters which generated a “feel” response
  25. 25. Total encounters which generated a “do” response
  26. 26. Impact of each touchpoint on „feel‟ and „do‟ responses % of encounters resulting in a „do‟ response 85% 75% WoM Used Outdoor 65% Read Radio 55% DM/Door Online Paper 45% Mags 40% 45% 50% 55% 60% 65% 70% 75% 80% 85% 35% TV 25% % of encounters resulting in a „feel‟ response
  27. 27. Outdoor encounters are more likely to provoke positive feelings Index of agreement versus all encounters average (media and non media)
  28. 28. Online and Outdoor ads generate search 25% 20% 20% 15% 15% 14% 14% 13% 12% 12% 11% 11% 10% 10% 9% 8% 9% 8% 5% 0% Outdoor Online WOM Press Used TV Other Searched online Searched via my mobile
  29. 29. A Customer Journey – Pay TV services Male 25-34, ABC1, iPhone, Moved from Obtain to Share 9th Oct – Out & About 8th Oct – Public Transport Sky – Newspaper Ad Sky – Poster Looked at product range Talked to people about it Felt it‟s a famous brand Looked at product range More Interested 10th Oct – Neighbour‟s house BT Vision – Used the brand Looked at product range More familiar with the brand Felt it‟s a famous brand 5th Oct – Public Transport Virgin Media – Poster Searched for more info It‟s a brand for me 4th Oct – Home Virgin Media – Online Ad Talked to people about it Post Survey More Interested Sky owner Pre-Survey Freeview user
  30. 30. Advertising media are responsible for >50% SOV of effective encounters: where people have moved forwards along the journey 100% 90% 13% 11% 13% 12% 80% 70% 34% 37% 37% 35% 60% 50% 40% 30% 53% 52% 50% 54% 20% 10% 0% Absorbing Planning Media Experience Obtaining Elsewhere Sharing
  31. 31. OOH‟s Share of Voice (SoV) of effective encounters increases the closer a person moves to obtaining 100% 12% 15% 10% 13% 90% 80% 18% 15% 20% 18% 70% 4% 3% 6% 4% 60% 50% 38% 34% 28% 34% 40% 30% 20% 33% 36% 31% 10% 27% 0% OOH Absorbing TV Planning Radio Press Obtaining Online Sharing
  32. 32. OOH‟s Share of Voice (SoV) of effective encounters increases the closer a person moves to obtaining 100% 12% 15% 10% 13% 90% 80% 18% 15% 20% 18% 70% 4% 3% 6% 4% 60% 50% 38% 34% 28% 34% 40% 30% 20% 33% 36% 31% 10% 27% 0% OOH Absorbing TV Planning Radio Press Obtaining Online Sharing
  33. 33. Research Summary • Media advertising drives the Customer Journey, but no one medium is the sole answer • Along with TV, OOH dominates effective share of voice • OOH has a powerful influence at every stage of the journey, driving investigation, purchase and recommendation • OOH is strongly linked to mobile search as well as social media • OOH‟s audience is responsive and attractive. The people you most reach with outdoor are the people you most want to reach
  34. 34. “So what” for media planners? • Today‟s mobile and connected consumers notice outdoor and respond to it . They are young, upmarket, affluent and social – the consumers of the future • Outdoor engages and cuts through with consumers‟ feelings and actions: let it be your call to action medium • Outdoor is more than a point of sale medium – It plugs in seamlessly with mobile, social and search – Outdoor can amplify a brand message, providing a physical presence in an increasingly virtual world – It‟s a powerful visual branding tool you can intercept customers with in all the right locations – Outdoor‟s effectiveness actually grows with more exposures in more outdoor formats
  • CarmenCorum

    Nov. 28, 2021
  • AryaYudhistira1

    Dec. 13, 2015
  • LindaBulca

    Oct. 30, 2015
  • andretomazetti

    Jan. 26, 2015
  • frionda

    Apr. 26, 2012

A study conducted for the Outdoor Media Centre (OMC) by ICM Research and On Device Research (ODR) has revealed that outdoor advertising has a strong influence on consumers, nudging them along towards the purchase at every phase of the Customer Journey.

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