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Posterscope Media Digest - Summer 2013

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Posterscope’s ‘Media Digest’ features in-depth analysis of the market, including a broad economic review and forecast, and featuring key learnings from a wide range of recent interactive and brand-building campaigns.

We cover all you need to know about the latest edition of our insight tool, Out-of-Home Consumer Survey 5, as well as how our partnership with Sysomos can benefit the social side of campaigns. Moreover, we deep-dive into mobile insights and provide a glimpse into the latest tools and projects recently launched by our media partners, and much more.

Published in: Business, News & Politics

Posterscope Media Digest - Summer 2013

  1. 1. Back to Contents page August 2013 POSTERSCOPE MEDIA DIGEST
  2. 2. Economic Review 2013 Advertising Review (IPA Bellwether July 2013) Insight Tools - Out-of-Home Consumer Survey - Sysomos Out-of-Home social analysis Mobile Insights - Beck’s Vier mobile interaction campaign - Mobile Search Moments - Mobile Retail Audit - IAB Media Owner Insights - JCDecaux: Researching Peugeot Euston Motion campaign using mobile geo-fencing - Clear Channel: Ngen 18-34 online community - Primesight: research identifies Out-of-Home advertising affects all five stages of brain reaction - Ocean Outdoor: Neuroscience identifies wow factor involved in large format Out-of-Home - JCDecaux Airport: The Power of Influence airport research - CBS Outdoor: All Eyes on London Page 3 4 5 5 8 11 11 14 15 16 16 17 18 19 20 22 Contents
  3. 3. POSTERSCOPE MEDIA DIGEST - 2013 3 Economic Review 2013 The Office of National Statistics (ONS) has confirmed that the UK’s economy grew by 0.3% in the first quarter of 2013. This was met with more positive news- there was no double-dip recession last year, as figures for Q1 2012 were revised to show that growth was flat, up from an earlier estimate of a 0.1% contraction. The forecasts for the UK economy in 2013 have been collated by HM Treasury and the average GDP growth figure has increased by 0.1% (from May’s figure) to an estimated 0.9% growth. Equally, the forecast for next year has also been revised upwards to 1.6%. Across the globe, there is a clear ‘two-speed recovery’ between the emerging markets and the advanced economies. Growth in emerging markets and developing economies is forecast to reach 5.3% in 2013 and 5.7% in 2014. Growth in the United States is forecast to be 1.9% in 2013 and 3.0% in 2014. In contrast, growth in the Euro area is forecast to be –0.3% in 2013 and 1.1% in 2014. Overall world output growth is forecast to reach 3.25% in 2013 and 4% in 2014. In advanced economies, activity is expected to gradually accelerate, starting in the second half of 2013. Quarterly Changes in UK GDP Source: Office for National Statistics Back to Contents page Double dip revised away Quarterly percentage change in GDP
  4. 4. POSTERSCOPE MEDIA DIGEST - 2013 4 Advertising Review (IPA Bellwether July 2013) Marketing budgets in the UK were revised to be much higher during the second quarter of 2013 as companies sought to take advantage of improving economic conditions by supporting sales efforts and new product launches. With 22% of companies indicating an upward revision to their marketing budgets during the latest survey period, compared to 15% that indicated trimming, the resulting net balance of +7% was the highest since Q3 2007. The marked upward revision to total marketing budgets in Q2 was accompanied by growing confidence amongst companies with regard to their financial prospects. Latest data showed that 43% of the survey panel had grown more confident when compared to the situation in Q1, with 16% becoming more pessimistic. The resulting net balance of +28% was a sharp improvement on Q1’s +16.8% and suggested companies were at their most upbeat regarding company financial prospects since Q3 2009. The third successive quarterly upward revision to marketing budgets, alongside a marked strengthening of business confidence, adds to evidence of an improving UK economic climate heading into the second half of 2013. Business surveys have already signalled GDP growth strengthening in Q2, with the economy set to expand at a quarterly rate of 0.5%. This will bolster hopes that 2013 will prove to be a much better year for economic growth than expected, and lead to further upward revisions to marketing budgets as the year progresses. This trend was reflected in Q2 2013 when Out-of-Home revenues increased to £243.1 million, up 5.9% year on year (Outdoor Media Centre). Of this digital revenues reached £52.3 million, up 37% year on year and with digital now accounting for 21.5% of all Out-of-Home spend. Marketing Budgets and Business Confidence 2000-2013 Marketing budgets and business confidence -50 -40 -30 -20 -10 0 10 Budget revisions, % net balance 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Financial prospects for your company Total marketing budget revisions -75 -50 -25 0 25 50 Financial prospects, % net balance Financial prospects: “Taking all things into consideration, do you feel more or less optimistic about the financial prospects for your company than you did three months ago?” Both series shown on the left are derived from the Bellwether survey panel of 300 marketing executives: Marketing budgets: “In the last three months, has your total marketing budget for the current financial year been revised up or down, or is it unchanged?” Back to Contents page Source: IPA Bellwether July 2013
  5. 5. POSTERSCOPE MEDIA DIGEST - 2013 5 Posterscope launched the 5th edition of its Out-of-Home Consumer Survey (OCS) in March 2013 which included new questions on many up-to-date topics. Airport Flights & Shopping New questions were added regarding airports, particularly around flight class, to help segment business and C-Suite audiences who travel by premium economy, business and 1st class. Similarly, new questions provide great insight on retail in airport terminals by product category and frequency which compliments the recent “Power of Influence” research by JCDecaux Airport mentioned later in this document. For more information about Posterscope’s international offering around airports please visit PSI’s website at www.psiad.com Experiential/Promotional Events Experiential is an ever growing Out-of-Home opportunity particularly now as significant earned media and PR can be gained from this online. So in this OCS survey we asked consumers several new questions about such promotional/experiential events. These included which locations consumers felt were good for this, their attitudes towards experiential events and getting involved/sharing, as well as what makes consumers notice such events and would induce purchases. For more information about Posterscope’s experiential offering please visit psLIVE’s website at www.psliveglobal.com Back to Contents page Out-of-Home Consumer Survey 5 Insight Tools New questions in OCS 5 New areas in OCS 5 Flight class Airport flights & shopping Shopping in airport terminals Location for promotional events Experiential/Promotional events Attitudes to promotional events Notice promotional events Experiential/Promotional events induced purchase Extremely large billboard OOH advert formats Relevant digital messaging Search online via Wi-Fi devices OOH digital activitiesOut-of-Home online activities New mobile technologies Products purchased – ever and frequency Planned & impulse purchase Impulse & planned purchase vs product categories Triggers of impulse purchase Shopping statements and segmentation
  6. 6. POSTERSCOPE MEDIA DIGEST - 2013 6 Due to the recession, consumers have become increasingly savvy about their purchases and many are more dedicated about researching their purchases to make sure they get the best deals. Others however, are still very impulsive and tempted to spend when they see something they like. Posterscope have therefore created a “shopper segmentation” based on 34 attitudinal statements on consumers’ shopping and lifestyle habits. We identified 4 distinct audiences that can now be used to plan Out-of-Home more efficiently. So if you are looking to target those susceptible to purchasing on impulse at the last minute then you could identify “Tempted Spenders” within your target audience and see what Out-of-Home they notice and respond to. Similarly, if the role of Out-of-Home is to drive consumers online to look for information on a more considered purchase then you could potentially look at understanding the Out-of-Home behaviour and preferences of the “Dedicated Budgeters” within your target audience. Back to Contents page Source: OCS Focused Easily Distracted Impulsive Planned Base: All Respondents 46.2m (6,836 ) Source: CCS Brand Study October 2012 Dedicated Budgeter Tempted Spender Decisive Impulsive Pragmatic Planner Out-of-Home Digital Activities The new OCS survey also included more questions on digital and mobile such as attitudes towards brands using relevant digital messaging, locations for using mobile search, online activities done Out-of-Home, as well as awareness and usage of mobile technologies such as QR codes, NFC, mobile payments and augmented reality. Planned & Impulse Purchase Shopper Segmentation
  7. 7. POSTERSCOPE MEDIA DIGEST - 2013 7 Planned vs Impulse Purchasing OCS5 tells us which products are bought on impulse and what triggers such spontaneous purchases OCS5 asks consumers what product categories they plan to purchase and which they buy more on impulse. It then delves deeper into the impulse purchase triggers for each product category giving us a greater understanding of the decision making process across a wide range of categories. So for example, “Pay Day” is a key trigger for impulse purchases particularly in the categories of fashion and entertainment. Mood is more important for impulse purchases for confectionery/snacks, whilst peer pressure/ recommendations play a key role in impulse decisions when going to the cinema/theatre. This new OCS insight can also help planners be more defined with their target audiences for any given brief. So for example a confectionery brief might wish to target 15-34 year olds who buy confectionery as a pick-me-up. So using the new OCS insight we can be far more defined when creating our target audiences to plan by e.g. “15-34, regular confectionery purchasers, who purchase confectionery on impulse and their mood is a key driver of this impulse purchase”. Back to Contents page
  8. 8. POSTERSCOPE MEDIA DIGEST - 2013 8 The explosion in social media usage over recent years has itself yielded a parallel upsurge in data. ‘Big data’ is the latest phenomenon to influence how agencies strategise their media activity as the vast amount of information provides valuable consumer insights. At Posterscope, we are mining these data sources to create accurate and real-time evaluations about the demographics, geographies and attitudes of our clients’ consumers in order to plan campaigns in a more efficient and intelligent manner. Sysomos gives Posterscope the ability to analyse and understand all social media conversations. It delivers insight and intelligence around Twitter, news articles and Facebook. It is predominately used for producing geographic, demographic and popularity ratings for tweets and we use it to understand the digital footprint of our clients’ Out-of-Home campaigns. The below examples show how Sysomos is used to demonstrate the effectiveness of Out-of-Home in creating talkability on social media sites. adidas: #takethestage During the London Olympics, adidas ran a campaign named ‘Take the Stage’. Initially 43% of tweets using this hashtag were in London, but when adidas ran a London only Out-of-Home campaign for a week the proportion of tweets in London increased to 70% providing quantitative evidence of Out-of-Home activity influencing social media. Back to Contents page Sysomos Out-of-Home social analysis
  9. 9. POSTERSCOPE MEDIA DIGEST - 2013 9 Fanta: “Peach & Apricot”: NPD Launch In March and April 2013, Fanta ran Out-of-Home activity (Bus T-Sides and 6 sheets) to promote its new ‘Peach & Apricot’ flavour. As a NPD, talkability and word of mouth were important to its success. Utilising Sysomos to analyse mentions of ‘Fanta’ AND ‘peach’ or ‘apricot’, we identified how the Out-of-Home activity coincided exactly with Twitter conversations - proving Out-of-Home’s effectiveness at driving word of mouth. April 2013March 2013 15/03/13 – 14/04/13 = 1274 tweets in UK OOH period 0 10 20 30 40 50 60 70 80 90 100 12th10th8th6th4th2nd31st29th27th25th23rd21st19th17th15th March 2013 14th Back to Contents page TweetVolume
  10. 10. POSTERSCOPE MEDIA DIGEST - 2013 10 01/04/13 – 30/04/13 = 41,140 tweets in UK Back to Contents page Vanilla Coke Re-launch In April 2013, Coca-Cola also ran Out-of-Home activity on Bus T-Sides to promote the re-launch of Vanilla Coke. As a re-launch, talkability and word of mouth were very important to the success of the campaign. Utilising Sysomos to analyse mentions of ‘Vanilla Coke’, we identified how the Out-of-Home activity generated thousands of Twitter conversations - proving Out-of-Home’s effectiveness at driving talkability. OOH period 0 500 1000 1500 2000 2500 29th27th25th23rd21st19th17th15th13th11th9th7th5th3rd1st April 2013 TweetVolume
  11. 11. POSTERSCOPE MEDIA DIGEST - 2013 11 Beck’s Vier mobile interaction campaign Campaign Details Posterscope, Admedia and Vizeum ran a mobile interactive campaign for Beck’s Vier late in 2012. The campaign was designed to offer bar, pub and club visitors the chance to download free music tracks via QR codes, NFC or mobile search whilst also championing the Beck’s Vier strategy in supporting up and coming artists. The campaign featured on A3 washroom panels and branded beermats throughout over 500 Admedia socialising venues in London, Manchester, Leeds & Newcastle. The A3 washroom posters and branded beermats used QR & NFC technology provided by Admedia’s ‘Connections’ brand and a search option provided by Inbev. The NFC/QR code technology included full response tracking and linked directly to a Becks Vier microsite that offered consumers the chance to choose one of three tracks - including a song by now chart topper - Bastille. Every A3 poster was NFC enabled, along with a media first of 25,000 NFC beermats. The NFC beermats were distributed around East London bars and pubs, an area identified as having a high concentration of the target audience. The campaign was accompanied by an awareness and interaction research study designed to delve deeper into the response habits of consumers who interacted and to gain insight into how best to incorporate technology into future Out-of-Home campaigns. Back to Contents page Mobile Insights Campaign Details & Dates 15th Oct – 11th Nov 2012 25,000 Beermats 500/1000 A3 Posters 1,701 (54%) 1,462 (46%) 98 Impressions (very small % choosing search) Becks Vier
  12. 12. POSTERSCOPE MEDIA DIGEST - 2013 12 Campaign Interactions The campaign achieved over 5,100 interactions in total and resulted in the highest proportion of NFC responses in the Out-of-Home market so far, with 46% of consumers using this method to respond. NFC was also rated as the favourite/most-preferred response method for speed, convenience and ease of use. The campaign achieved a fantastic 25% conversion rate in consumers going on to download the track. Analysing Mobile Interactions by Time/Day of Week Mobile interactions were also 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. 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 8pm 9pm 10pm 11pm 12am 1am 2am7pm LUNCHTIME 28% 53% EARLY EVENING LATE EVENING/ EARLY HOURS Back to Contents page
  13. 13. POSTERSCOPE MEDIA DIGEST - 2013 13 Mobile Interaction Effect on Brand Metrics Consumer research also told us that by including innovative technology and a great offer within the campaign, there was a more positive response to the Beck’s Vier brand as a result. The campaign increased Beck’s Vier’s overall brand equity by 17% pts, but performed particularly well in the important areas of “helping me discover new music”, “a brand into art and music” as well as “innovative”, “trendsetting” and “progressive” equity measures. Mobile interaction also led to increased purchase propensity with 51% consumers saying it would make them more likely to purchase a Becks Vier in a pub/bar (on trade) as well as 32% more likely to purchase it in a supermarket/off license (off trade). Overall this campaign really proves that combining new technology, a great brand, and the right environment will lead to an extremely positive brand experience. +31%pt +27%pt +19%pt +20%pt 0% 20% 40% 60% 80% 100% A modern brand For drinking with friends  Innovative  Trendsetting  Progressive  Becoming more popular  For young people  A brand for someone like me  A brand into art and music  Helping me discover new music  Worth paying more for than other brands +21%pt Before Interaction Average across 11 brand equity statements BEFORE INTERACTION = 51% AFTER INTERACTION = 68% After Interaction Back to Contents page
  14. 14. POSTERSCOPE MEDIA DIGEST - 2013 14Back to Contents page Mobile Search Moments Posterscope’s OCS 5 survey showed that 73% of smartphone users search in the Out-of-Home environment. Posterscope was therefore very interested to read that in March 2013, Google released their Mobile Search Moments research in conjunction with Nielsen. The research was split into a mobile search diary, a follow-up survey and a final interview. Respondents were invited to log any type of mobile search and asked the outcomes of search via online questions. The results showed how, where, when and why respondents searched and the purchasing habits which followed. Below is a summary of the key findings from an Out-of-Home perspective; Mobile Search Trigger: • 34% of advertising induced mobile searches are triggered by Out-of-Home • People search on mobiles due to speed, convenience and to make immediate decisions Mobile Search Behaviour: • Most mobile searches take place in the late afternoon and evening- perfect for targeting consumers’ commute home and influencing their evening activities • The biggest search categories when Out-of-Home are restaurants, shopping and travel • A fifth of all mobile searches take place only in the Out-of-Home environment Mobile Search Outcomes and Actions: • People who conduct mobile searches to help make a decision are 51% more likely to end up making a purchase • The beauty category has the highest average number of outcomes per search (3.6) • 84% of follow-up actions triggered by mobile search occur within 5 hours How long after the search on your mobile device did you start these activities? Source: Google/Nielsen Life360 Mobile Search Moments Q4 2012. Base: Searches that have non-SERP click outcomes, n=1,372. For more information on Google’s Research click on this link to read a full presentation: Mobile Search Data 63% 21% 6% 6% 4% Less than 1 hour 1 - 5 hours 5 - 12 hours 12 - 24 hours 24+ hours
  15. 15. POSTERSCOPE MEDIA DIGEST - 2013 15 The Mobile Retail Audit looks at the top 50 UK retailers, and takes an in-depth look at their current uptake of mobile. The data collection process took place over a one month period, between 6th May and 7th June, and investigated a number of top line measures to assess the mobile readiness of the retailers. This is a retailer survey rather than a consumer survey. Key Take-outs: • 95% of smartphone users have researched a product or service on their phone • Nearly a third of UK page views are from mobiles and tablets • 74% of the top 50 retailers have mobile optimised sites • 19% of these mobile optimised sites are not transactional • 48% have a GPS store locator on their mobile site – Out-of-Home can act as a prompt to encourage consumers to find their nearest store! • 8% of the top 50 retailers optimise their search for mobile • 62% of the top 50 retailers have a mobile app • 48% of these apps are transactional • 18% of the top 50 UK retailers are using ad extensions (Figures 1 & 2 below) • 14% of top 50 UK retailers use in-store Wi-Fi, 12% use contactless payment It demonstrates that the top retailers are trying to keep up with consumer behaviour. As the penetration and usage of smartphones continues to increase, the use of mobile internet shopping and browsing will rise in tandem. With the growth of mobile apps and mobile optimised sites, the opportunity for Out-of-Home to engage directly with these consumers through technology becomes ever more apparent. Out-of-Home can trigger online smartphone actions which could lead to a sale, enquiry or store visit and mobile ad extensions make responding even easier. Figure 1: Example of ad extension Figure 2: Uses of ad extensions among top 50 UK retailers Back to Contents page Mobile Retail Audit - IAB Click to Call Get Directions Store Locator Link to App Store 14% 4% 2% 2%
  16. 16. POSTERSCOPE MEDIA DIGEST - 2013 16Back to Contents page Researching Peugeot Euston Motion campaign using mobile geo-fencing Peugeot launched their new Peugeot RCZ model in March 2013. As part of the launch, Peugeot utilised “Euston Motion”, which is comprised of nine full-motion, interlinked digital screens that surround consumers on three sides of the Euston Station concourse. Research agency, Research Now, sent a mobile questionnaire to the test group’s smartphones when they entered the “geo-fenced” area around Euston station. All the test group were required to have used Euston station at least three times a week, whilst the control group must have used another London termini station at least three times a week (but not Euston). The results speak for themselves in that the test group’s scores across all brand metrics were significantly higher than the control group’s as summarised in the table below: For more information about this case study please contact Russell Smither at Russell.Smither@posterscope.com or Chris Felton at Chris.Felton@JCDecaux.co.uk Media Owner Insights Control Group (London Termini – Non Euston 3+ week) Test Group (Euston Station 3+ week) Awareness of car manufacturers to have launched new model in 2013 – “Peugeot” 19% (Ranked 5th) 36% (Ranked 1st ) Awareness of new “Peugeot RCZ model” 12% 29% Average Peugeot brand image across 12 statements (high score 7-10) 29% 41% Consider Peugeot as next car purchase (“likelihood” high score 7-10) 17% 30%
  17. 17. POSTERSCOPE MEDIA DIGEST - 2013 17Back to Contents page Clear Channel: Ngen 18-34 online community Dixons Store Group and Channel Five are among the brand partners for Clear Channel’s new audience insight community Ngen. The Ngen community allows Clear Channel and their brand partners to participate in a hosted, two-way dialogue with 400 engaged and connected 18-34 year olds from eight major UK cities. The community will cover a wide range of topics close to the hearts of its participants, creating great insight for this influential audience. Ngen participants are from a tech-savvy generation who are used to documenting their lives through social media and are happy to interact online. Ngen builds on the community’s familiarity with social media to gain a deep insight into who they are, where they go and what they think about the latest hot topics. Run in collaboration with Crowd DNA & Trajectory Partnership, Ngen runs for an initial 18 weeks, alongside two waves of quantitative online research in the summer and autumn of 2013. A dedicated website which can be accessed by Clear Channel and their partners will house insights gained from the research including photography, video, quotes, survey results, analysis and third party literature. A full report will be released in early 2014 capturing all aspects of the project. For more information about the Ngen Community please contact Russell Smither at Russell.Smither@posterscope.com or Lynne Jarrett at Lynne.Jarrett@clearchannel.co.uk
  18. 18. POSTERSCOPE MEDIA DIGEST - 2013 18Back to Contents page Primesight research identifies that Out-of-Home advertising affects all five stages of brain reaction Primesight recently worked with psychologists from University College London to identify how brain reaction is affected by Out-of-Home. Drawing on work from nine academic studies they established factors which can trigger influence and identified that Out-of-Home advertising affects all five stages of brain reaction - ‘arousal’, ‘attention’, ‘memory’, ‘attitude’, and ‘behaviour’. In particular the study demonstrated the importance of size, novelty and colour to trigger the ‘arousal’ stage and then later the importance of frequency that helps drive memory, familiarity, trust and ultimately brand preference. The Purchase Behaviour model Please click on the following link to read in more detail around the study http://www.primesight.co.uk/news/2013/05/from-arousal-to-behaviour or contact Mungo Knott at MungoK@primesight.co.uk Billboards deliver novelty size and stature acting as a low level primer 5 Stages: Arousal Attention Memory Attitude Behaviour Still images and word play stimulate Repetition is a substitute for deep processing: improving memory Memorability builds familiarity which is needed for awareness, recognition and preference Familiarity, is a precursor to trust Trust influences decision-making Trust and comfort increases the chance for brand preference The billboard acts as a strong low level primer Arousal Attention Memory Attitude Trust Behaviour Still images and wordplay encourage attention The billboard allows for repetition of a brand Repetition allows familiarity which is needed for awareness, recognition and preference Repetition allows familiarity, a precursor to trust Trust influences decision-making Trust & Familiarity increases chance for preference Brand Loyalty
  19. 19. POSTERSCOPE MEDIA DIGEST - 2013 19 Neuroscience identifies the ‘wow’ factor involved in large format Out-of-Home In May 2013 Ocean Outdoor released the results of their neuroscience study into the effectiveness of large format Out-of-Home and in particular digital and spectacular Out-of-Home sites. The study was implemented by research agency Neuro-Insight. Neuro-Insight recruited 115 respondents who went on a bus ride around West London where they were exposed to a number of different Out-of-Home advertising sites. They then went back to a research location where they watched films of their journey which again featured various Out-of-Home posters. Data was collected from a number of areas of the brain using neuroscience equipment and the metrics used for the analysis reflected responses likely to be important in measuring the response to and effectiveness of Out-of-Home advertising: these were the four major metrics of “visual attention”, “emotional intensity”, “desirability” and “long-term memory encoding”. In summary, all Out-of-Home advertising sites performed strongly across the four metrics measured but especially digital sites, particularly those that involved an element of movement. Neuro-Insight explained how our brains are primed to respond to changes in our immediate environment and as such, moving screens attract stronger responses. Premium outdoor sites also generated stronger and more positive emotions, particularly due to a ‘wow’ factor, and as such led to enhanced memory encoding. The research also proved that the response strength to iconic sites is driven by the sites themselves, not just by the creative and content featured. Iconic and digital sites also continue to have an impact beyond the initial viewing of them in priming the brain to respond more positively to subsequent executions from the same advertising campaign, even when these are carried out on more standard poster formats. To read about this research in more detail please click on the following link: http://www.oceanoutdoor. com/neuroscience/ or contact Richard Malton at Richard.Malton@oceanoutdoor.com Back to Contents page Visual Attention: Peaks of response Digital Sites 1 0.9 0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 0 Strengthofbrainresponse Emotional Intensity: Peaks of response Desirability: Peaks of response Memory Encoding: Peaks of response Non-Digital Sites
  20. 20. POSTERSCOPE MEDIA DIGEST - 2013 20 ‘The Power of Influence’ airport research Influentials are described as early adopters, trendsetters, ‘socially connected’ and are arguably the most important consumer group for any category or industry. In 2013, JCDecaux Airport completed a research project proving that possibly the highest concentration of influentials can be found at airports when compared against other media channels. The first part of the research conducted by Work Research & Bournemouth University was a review of the current global thinking on the subject of influence in relation to advertising. This research revealed a model that explains how influence works, known as the PID model: Persuasion, Identification, Diffusion. Back to Contents page PERSUASION IDENTIFICATION DIFFUSION AN INDIVIDUAL EXPERIENCE INDIVIDUAL’S INFLUENCE ON OTHERS PERSUASIVE COMMUNICATION MOTIVATED TO PROCESS? ABILITY TO PROCESS? BEHAVIOUR SHIFT? POSITIVE/NEGATIVE ATTITUDE CHANGE EXTERNAL FACTORS CHANGE? RETAIN INITIAL ATTITUDE INFLUENTIAL? RETAIN INFORMATION The PID model summarises the process through which people are exposed to a PERSUASIVE piece of communication and tracks whether they then IDENTIFY with it and are sufficiently motivated to see themselves using a product or service. Once persuaded, some of these individuals i.e. the influentials, will then go on to DIFFUSE the message to others within their peer group.
  21. 21. POSTERSCOPE MEDIA DIGEST - 2013 21 The second stage of the project was conducted by research agency Populus. Populus then completed a quantitative study of 250 “Engaged Britons” who had used one of JCDecaux’s airports or international rail stations in the previous six months. This demonstrated how they were early adopters, very social, media savvy and craved advertising that is informative and relevant. Once influenced, these individuals will then propagate the message throughout the rest of the consumer base, amplifying the effect of advertising through the most persuasive medium of all – word of mouth. To find out more and read a full brochure of this research please click on the following link: The Power of Influence or contact Fraser Hynes at Fraser.Hynes@JCDecaux.co.uk Back to Contents page 380 329 288 260 260 255 229 225 217 208 187 186 152 140 122 400 Airport (Used in last 3 months) Airport (Used in last 6 months) Financial Times Politics Show The Times The Guardian The Independent NewsnightThe DailyTelegraph Radio 4 The Daily Mirror The Sun The Daily Mail BBCOne NewsRadio 5 Live QuestionTime AIRPORT has HIGHEST CONCENTRATION vs any other media Index of Engaged Britons against the national average AIRPORT has HIGHEST CONCENTRATION vs any other media Populus had identified a group “Engaged Britons”, who make up 10% of the GB population, as being influentials who lead and shape opinions. And when analysing the media usage of this valuable audience, they found that the highest concentration of “Engaged Britons” can be found at airports when compared against any other media channel.
  22. 22. POSTERSCOPE MEDIA DIGEST - 2013 22 In April 2013, CBS Outdoor demonstrated their understanding of London through a conference at City Hall in association with MediaTel. This understanding has been built on 20 years of partnership with many of London’s key franchise organisations, including TFL, LU and Westfield, as well as recent insight tools such as “The London Worker Planning Tool” and the 10,000 strong urban panel of Work.Shop.Play. The conference highlighted many impressive statistics around the importance of London and its audience in areas such as… • London’s contribution to Britain and the world both economically, socially and creatively • The increasingly important value of the Londoner • The importance of public transport to London and reaching its valuable audience Please click on the following link to read in more detail around this conference: All Eyes on London CBS have also recently created a ‘Media Wall’ which tells this London story and details many of these impressive facts. So if you would like to see this and debate whether your brands are allocating enough budget to London and utilising the Out-of-Home opportunities that the capital currently offers and opportunities for the future, then please get in touch with your usual Posterscope contact or Russell Smither at Russell.Smither@posterscope.com or Neil Pummell at Neil.Pummell@cbsoutdoor.co.uk Back to Contents page   All Eyes on London
  23. 23. POSTERSCOPE MEDIA DIGEST - 2013 23
  24. 24. POSTERSCOPE MEDIA DIGEST - 2013 24 Pre Out-of-Home – Tweet Locations During Out-of-Home – Tweet Locations 43% 7% 6% 4% 3% 3% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 0% 0% 0% 0% 24% London Manchester Liverpool Birmingham Leeds Glasgow Sheffield Newcastle Kent Cardiff Edinburgh Milton Keynes Newcastle upon tyne Bristol Portsmouth Nottingham Garden City Scunthorpe Wolverhampton Huddersfield Other 70% 4.26% 2.13% 1.85% 1.57% 1.39% 1.02% 1.02% 0.74% 0.56% 0.37% 0.37% 0.37% 0.37% 0.37% 0.37% 0.28% 0.28% 0.28% 0.28% 11.75% London Manchester Liverpool Birmingham Leeds Glasgow Sheffield Newcastle Kent Cardiff Edinburgh Milton Keynes Newcastle upon tyne Bristol Portsmouth Nottingham Garden City Scunthorpe Wolverhampton Huddersfield Other Back to Contents page London   Manchester   Liverpool   Leeds   Birmingham   Glasgow   Newcastle   Edinburgh   Sheffield   Cardiff   Plymouth   Scunthorpe   Swansea   Sunderland   Bristol   Wales   Cambridge   NoBngham   Durham   Huddersfield   Other   London   Manchester   Liverpool   Birmingham   Leeds   Glasgow   Sheffield   Newcastle   Kent   Cardiff   Edinburgh   Milton  keynes   Newcastle  upon  tyne   Bristol   Portsmouth   NoCngham   Garden  city   Scunthorpe   Wolverhampton   Huddersfield   Other  

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