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Out & About…
Under the Influence
30,000 people
20 billion data
points
‘Passive’ GPS
data
How long are we in public places?
THREE HOURS, TEN MINS
(AND WE SHOULD KNOW)
Route already quantifies campaigns
BUS EXTERIORS
ROADSIDE
SUPERMARKET EXTERIORS
INDOOR SHOPPING CENTRES
RAIL STATIONS
COVER...
Now to look at exposure of audiences
BUS EXTERIORS
ROADSIDE
SUPERMARKET EXTERIORS
INDOOR SHOPPING CENTRES
RAIL STATIONS
For the first time…
TOTAL TIME OUT
AND ABOUT
Out of home and
in a public place
For the first time…
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
A person is within
visibility area of an
ad AND...
For the first time…
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
% of total time
s...
For the first time…
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF F...
For the first time…
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF F...
For the first time…
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF F...
THEORY OVER
LET’S SEE SOME FIGURES…
A quick look at TV
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF F...
A quick look at TV
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF F...
Route headline figures
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
O...
Route headline figures
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
O...
Route headline figures
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
O...
Route headline figures
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
O...
Route headline figures
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
O...
Route headline figures
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
O...
Route headline figures
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
O...
Route headline figures
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
O...
What can we now do?
Create benchmarks for the out of
home industry
Enable some interesting cross
media analysis
1	
  
2	
  
Benchmarks
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAMES
AV...
London vs. Birmingham
LONDON BIRMINGHAM
Birmingham punches above its weight
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
...
Birmingham punches above its weight
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
...
… Brummies stay out longer
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUM...
… Brummies stay out longer
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUM...
FOCUS ON…
SOCIAL GRADE
Higher social grades see more ads…
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
T...
Higher social grades see more ads…
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
T...
…travelling further and faster
AB
ABC1
C1C2
C2DE
TOTAL TIME TOTAL MILES
24.7
22.9
22.3
19.7
3 HR
01 MIN
2 HR
57 MIN
3 HR
1...
FOCUS ON…
ENVIRONMENT
Focus on environment
CAR
JOURNEYS
RAIL
STATIONS
TUBE
STATIONS
WALKING
INDOOR
SHOPPING
CENTRES
(OUTSIDE SHOPS)
ALL
VICTORIA...
Focus on environment
CAR
JOURNEYS
RAIL
STATIONS
TUBE
STATIONS
WALKING
INDOOR
SHOPPING
CENTRES
(OUTSIDE SHOPS)
ALL
VICTORIA...
RAIL
STATIONS
TUBE
STATIONS
INDOOR
SHOPPING
CENTRES
(OUTSIDE SHOPS)
ALL
VICTORIA
RAIL
STATION
OXFORD
CIRCUS
TUBE
STATION
M...
RAIL
STATIONS
TUBE
STATIONS
INDOOR
SHOPPING
CENTRES
(OUTSIDE SHOPS)
ALL
VICTORIA
RAIL
STATION
OXFORD
CIRCUS
TUBE
STATION
M...
Focus on environment
CAR
JOURNEYS
RAIL
STATIONS
TUBE
STATIONS
WALKING
INDOOR
SHOPPING
CENTRES
(OUTSIDE SHOPS)
ALL
VICTORIA...
CAR
JOURNEYS
RAIL
STATIONS
TUBE
STATIONS
WALKING
INDOOR
SHOPPING
CENTRES
(OUTSIDE SHOPS)
VICTORIA
RAIL
STATION
MEADOWHALL
...
CAR
JOURNEYS
RAIL
STATIONS
TUBE
STATIONS
WALKING
INDOOR
SHOPPING
CENTRES
(OUTSIDE SHOPS)
VICTORIA
RAIL
STATION
MEADOWHALL
...
CAR
JOURNEYS
RAIL
STATIONS
TUBE
STATIONS
WALKING
INDOOR
SHOPPING
CENTRES
(OUTSIDE SHOPS)
VICTORIA
RAIL
STATION
MEADOWHALL
...
FOCUS ON…
TIME VS. EXPOSURE
Time vs exposure
TIME ‘OUT & ABOUT’
NO. OF FRAMES
UNDER 35, NO DEGREE
££ BEST MEASURE OF SUCCESS
C2DE, C1C2 MEDIUM / HEAVY...
What can we now do?
Create benchmarks for the out of
home industry
Enable some interesting cross
media analysis
1	
  
2	
  
Media time vs. ad spend
21%
28%
10%
25%
7%
4%
6%
45%
10%
5%
22%
10%
5% 4%
0%
10%
20%
30%
40%
50%
60%
TV Out of Home Radio ...
Where does advertising stand out?
TV OUT OF HOME INTERNET
MEDIA TIME
MEDIA TIME
MEDIA TIME
AD TIME
AD TIME
AD TIME
2 HR 28...
Real data
AudiencesReal data
TimeAudiencesReal data
TimeAudiencesReal data
FOCUS ON COMMUTING
FOCUS ON COMMUTING
How long is your commute?
IT’S POSSIBLE
THAT YOU’RE
UNUSUAL
The average commute
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF ...
0
100
200
300
400
500
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
RESPONDENTS
MINUTES
Most common commute is 20 m...
Most common commute is 20 minutes
0
100
200
300
400
500
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
30
MIN
45
MIN...
0
100
200
300
400
500
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
30
MIN
45
MIN
DIP AT
35 MINS
DIP AT
50 MINS
RES...
RESPONDENTS
MINUTES
0
100
200
300
400
500
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
30
MIN
45
MIN
DIP AT
35 MIN...
Over half at work by the first dip
0
100
200
300
400
500
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
RESPONDENTS
M...
Four fifths at work by the hour
0
100
200
300
400
500
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
RESPONDENTS
MINU...
But there’s a limit for most of us
The fixed travel time budget
START
The fixed travel time budget
START
In an ideal world, we would commute
COMMUTERS…
BY AGE
Commutes by age
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBER
OF FRAM...
Commutes by age
FACT
25-34S COMMUTE FOR LONGER AND ARE EXPOSED TO THE MOST ADVERTISING EN ROUTE
TOTAL TIME OUT
AND ABOUT
T...
Young people with vs. without a degree
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUEN...
Young people with vs. without a degree
FACT
UNDER 35S WITH A
DEGREE SEE 83% MORE
ADVERTISING FRAMES ON
THEIR COMMUTES THAN...
COMMUTERS…
BY SOCIAL GRADE
Commutes by social grade
TOTAL TIME OUT
AND ABOUT
TOTAL TIME
UNDER THE
INFLUENCE
% OF TIME
UNDER THE
INFLUENCE
TOTAL NUMBE...
Commutes by social grade
FACT
HIGHER GRADES SEE
MORE FRAMES ON THEIR
COMMUTES – AND AT A
HIGHER RATE OF FRAMES
PER MINUTE
...
Commutes by social grade
Commutes by social grade
Higher social grades
are out and about for
less time…
Commutes by social grade
Higher social grades
are out and about for
less time…
…but all grades have
similar length
commutes
Commutes by social grade
Higher social grades
are out and about for
less time…
…but all grades have
similar length
commute...
Commutes by social grade
Higher social grades
are out and about for
less time…
…but all grades have
similar length
commute...
COMMUTERS…
IN LONDON
RESPONDENTS
(LONDON)
MINUTES
London: most common commute is
25 minutes
90
80
70
60
50
40
30
20
10
5 10 15 20 25 30 35 40 4...
RESPONDENTS
(LONDON)
MINUTES
90
80
70
60
50
40
30
20
10
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90
30
MIN
60
MIN...
RESPONDENTS
(LONDON)
MINUTES
Prof. Marchetti might say…
90
80
70
60
50
40
30
20
10
5 10 15 20 25 30 35 40 45 50 55 60 65 7...
What will you do about it?
MORE
MONEY
PUBLIC
TRANSPORT
TRAVEL
LESS
OUTSIDE
WORK
WORK FROM
HOME DAYS
REINVENT
NEIGHBOURHOOD...
Who is reinventing travel?
INDIVIDUALS GOVERNMENT
PRIVATE
COMPANIES
REINVENT
TRAVEL
TimeAudiencesReal data
TimeAudiencesReal data
Target
Engage
TimeAudiencesReal data
Target
Engage Day-part
TimeAudiencesReal data
Target
Engage Day-part
TimeAudiencesReal data
Target
Out & About…
Under the
Influence
Out and About, Under the Influence
Out and About, Under the Influence
Out and About, Under the Influence
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Out and About, Under the Influence

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Published on

Route has uncovered new statistics and stories about the British commuter, through its 30,000 strong travel survey.

Find out about typical commute times as well as insight into regions, social groups, outdoor spaces and travel modes.

The statistics tell you how much time different groups spend 'out and about' (in a public space), and 'under the influence' of outdoor advertising.

Route is the independent research body for the Out of Home industry in Britain. We measure who is likely to see an outdoor advert, and how often.

www.route.org.uk

Published in: Marketing

Out and About, Under the Influence

  1. 1. Out & About… Under the Influence
  2. 2. 30,000 people 20 billion data points ‘Passive’ GPS data
  3. 3. How long are we in public places? THREE HOURS, TEN MINS (AND WE SHOULD KNOW)
  4. 4. Route already quantifies campaigns BUS EXTERIORS ROADSIDE SUPERMARKET EXTERIORS INDOOR SHOPPING CENTRES RAIL STATIONS COVER % GRPs
  5. 5. Now to look at exposure of audiences BUS EXTERIORS ROADSIDE SUPERMARKET EXTERIORS INDOOR SHOPPING CENTRES RAIL STATIONS
  6. 6. For the first time… TOTAL TIME OUT AND ABOUT Out of home and in a public place
  7. 7. For the first time… TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE A person is within visibility area of an ad AND travelling towards / past poster frame AND ad is in cone of vision of viewer
  8. 8. For the first time… TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE % of total time spent out and about that someone is under the influence of ANY OOH ads
  9. 9. For the first time… TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES The amount of OOH frames (in any environment) that someone is exposed to
  10. 10. For the first time… TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE The amount of frames (in any OOH environment) seen in an average minute spent ‘out and about’
  11. 11. For the first time… TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL WOMEN COMMUTING MANCHESTER Data can be cut by demographics, environment, journey types… anything Route covers
  12. 12. THEORY OVER LET’S SEE SOME FIGURES…
  13. 13. A quick look at TV TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3
  14. 14. A quick look at TV TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3 TV IS REGULATED AT A WEEKLY AVERAGE OF 9 MINS OF ADS PER HOUR (12 MINS PER HOUR FOR PRIME TIME)
  15. 15. Route headline figures TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3 ALL - ROUTE 3 HR 10 MIN
  16. 16. Route headline figures TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3 ALL - ROUTE 3 HR 10 MIN 16 MIN
  17. 17. Route headline figures TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3 ALL - ROUTE 3 HR 10 MIN 16 MIN REGULATORS CAP TV ADS AT A WEEKLY AVG. OF 9 MINS PER HOUR. OUTDOOR IS CURRENTLY AT 5 MINS PER HOUR
  18. 18. Route headline figures TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3 ALL - ROUTE 3 HR 10 MIN 16 MIN 9%
  19. 19. Route headline figures TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3 ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71
  20. 20. Route headline figures TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3 ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4
  21. 21. Route headline figures TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3 ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4 SCREEN TIME VS. TIME OUT AND ABOUT VS.  
  22. 22. Route headline figures TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL - TV 2 HR 28 MIN 22 MIN 15% 47 0.3 ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4 PEOPLE EXPOSED TO MORE ADS IN A SHORTER TIME – PLUS CAN BE EXPOSED TO MORE THAN ONE FRAME AT A TIME
  23. 23. What can we now do? Create benchmarks for the out of home industry Enable some interesting cross media analysis 1   2  
  24. 24. Benchmarks TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE BENCHMARKS FIGURES AGAINST WHICH SPECIFIC AUDIENCES, ENVIRONMENTS AND JOURNEY TYPES ARE JUDGED ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4
  25. 25. London vs. Birmingham LONDON BIRMINGHAM
  26. 26. Birmingham punches above its weight TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4 LONDON 2 HR 44 MIN 31 MIN 19% 153 0.9 BIRMINGHAM 3 HR 35 MIN 40 MIN 19% 153 0.7 MANCHESTER 3 HR 38 MIN 36 MIN 17% 116 0.5 LEEDS 3 HR 10 MIN 26 MIN 14% 103 0.5 LIVERPOOL 3 HR 16 MIN 28 MIN 14% 97 0.5 SHEFFIELD 3 HR 31 MIN 24 MIN 11% 85 0.4
  27. 27. Birmingham punches above its weight TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4 LONDON 2 HR 44 MIN 31 MIN 19% 153 0.9 BIRMINGHAM 3 HR 35 MIN 40 MIN 19% 153 0.7 MANCHESTER 3 HR 38 MIN 36 MIN 17% 116 0.5 LEEDS 3 HR 10 MIN 26 MIN 14% 103 0.5 LIVERPOOL 3 HR 16 MIN 28 MIN 14% 97 0.5 SHEFFIELD 3 HR 31 MIN 24 MIN 11% 85 0.4
  28. 28. … Brummies stay out longer TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4 LONDON 2 HR 44 MIN 31 MIN 19% 153 0.9 BIRMINGHAM 3 HR 35 MIN 40 MIN 19% 153 0.7 MANCHESTER 3 HR 38 MIN 36 MIN 17% 116 0.5 LEEDS 3 HR 10 MIN 26 MIN 14% 103 0.5 LIVERPOOL 3 HR 16 MIN 28 MIN 14% 97 0.5 SHEFFIELD 3 HR 31 MIN 24 MIN 11% 85 0.4
  29. 29. … Brummies stay out longer TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4 LONDON 2 HR 44 MIN 31 MIN 19% 153 0.9 BIRMINGHAM 40 MIN 19% 153 0.73 HR 35 MIN BRUMMIES SPEND…   …THAN LONDONERS   30% 50% 46% 4% MORE TIME ‘OUT AND ABOUT’   MORE TIME IN CARS   MORE TIME WALKING   MORE TIME AT INDOOR SHOPPING CENTRES  
  30. 30. FOCUS ON… SOCIAL GRADE
  31. 31. Higher social grades see more ads… TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4 AB 3 HR 01 MIN 13 MIN 7% 74 0.4 ABC1 2 HR 57 MIN 14 MIN 8% 72 0.4 C1C2 3 HR 11 MIN 16 MIN 8% 69 0.4 C2DE 3 HR 27 MIN 19 MIN 9% 69 0.3
  32. 32. Higher social grades see more ads… TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4 AB 3 HR 01 MIN 13 MIN 7% 74 0.4 ABC1 2 HR 57 MIN 14 MIN 8% 72 0.4 C1C2 3 HR 11 MIN 16 MIN 8% 69 0.4 C2DE 3 HR 27 MIN 19 MIN 9% 69 0.3
  33. 33. …travelling further and faster AB ABC1 C1C2 C2DE TOTAL TIME TOTAL MILES 24.7 22.9 22.3 19.7 3 HR 01 MIN 2 HR 57 MIN 3 HR 11 MIN 3 HR 27 MIN
  34. 34. FOCUS ON… ENVIRONMENT
  35. 35. Focus on environment CAR JOURNEYS RAIL STATIONS TUBE STATIONS WALKING INDOOR SHOPPING CENTRES (OUTSIDE SHOPS) ALL VICTORIA RAIL STATION OXFORD CIRCUS TUBE STATION MEADOWHALL (OUTSIDE SHOPS)
  36. 36. Focus on environment CAR JOURNEYS RAIL STATIONS TUBE STATIONS WALKING INDOOR SHOPPING CENTRES (OUTSIDE SHOPS) ALL VICTORIA RAIL STATION OXFORD CIRCUS TUBE STATION MEADOWHALL (OUTSIDE SHOPS) 9% 10% 21% 48% 57% 84% 10% 10% 20% % OF TIME UNDER THE INFLUENCE
  37. 37. RAIL STATIONS TUBE STATIONS INDOOR SHOPPING CENTRES (OUTSIDE SHOPS) ALL VICTORIA RAIL STATION OXFORD CIRCUS TUBE STATION MEADOWHALL (OUTSIDE SHOPS) 9% 21% 48% 57% 84% 10% 20% Car journeys vs. walking WALKING 10% % OF TIME UNDER THE INFLUENCE CAR JOURNEYS 10% FACT WE SPEND AS MUCH OF OUR TIME UNDER THE INFLUENCE OF OOH ADS WHEN WALKING AS WE DO WHEN TRAVELLING BY CAR
  38. 38. RAIL STATIONS TUBE STATIONS INDOOR SHOPPING CENTRES (OUTSIDE SHOPS) ALL VICTORIA RAIL STATION OXFORD CIRCUS TUBE STATION MEADOWHALL (OUTSIDE SHOPS) 9% 21% 48% 57% 84% 10% 20% Car journeys vs. walking WALKING 10% % OF TIME UNDER THE INFLUENCE CAR JOURNEYS 10% FACT WALKING IS SLOWER THAN DRIVING, OF COURSE. WALKERS ARE EXPOSED TO FEWER ADS – BUT SPEND MORE TIME EXPOSED TO EACH 45 7 TOTAL NUMBER OF AD FRAMES
  39. 39. Focus on environment CAR JOURNEYS RAIL STATIONS TUBE STATIONS WALKING INDOOR SHOPPING CENTRES (OUTSIDE SHOPS) ALL VICTORIA RAIL STATION OXFORD CIRCUS TUBE STATION MEADOWHALL (OUTSIDE SHOPS) 9% 10% 21% 48% 57% 84% 10% 10% 20% % OF TIME UNDER THE INFLUENCE 71 45 30 152 33 71 7 6 13 TOTAL NUMBER OF AD FRAMES
  40. 40. CAR JOURNEYS RAIL STATIONS TUBE STATIONS WALKING INDOOR SHOPPING CENTRES (OUTSIDE SHOPS) VICTORIA RAIL STATION MEADOWHALL (OUTSIDE SHOPS) 10% 21% 48% 57% 10% 10% 20% % OF TIME UNDER THE INFLUENCE 45 30 152 33 7 6 13 ALL 71 TOTAL NUMBER OF AD FRAMES OXFORD CIRCUS TUBE STATION 71 Oxford Circus performance
  41. 41. CAR JOURNEYS RAIL STATIONS TUBE STATIONS WALKING INDOOR SHOPPING CENTRES (OUTSIDE SHOPS) VICTORIA RAIL STATION MEADOWHALL (OUTSIDE SHOPS) 10% 21% 48% 57% 10% 10% 20% % OF TIME UNDER THE INFLUENCE 45 30 152 33 7 6 13 Oxford Circus performance ALL 71 TOTAL NUMBER OF AD FRAMES OXFORD CIRCUS TUBE STATION 71
  42. 42. CAR JOURNEYS RAIL STATIONS TUBE STATIONS WALKING INDOOR SHOPPING CENTRES (OUTSIDE SHOPS) VICTORIA RAIL STATION MEADOWHALL (OUTSIDE SHOPS) 10% 21% 48% 57% 10% 10% 20% % OF TIME UNDER THE INFLUENCE 45 30 152 33 7 6 13 Oxford Circus performance ALL 71 TOTAL NUMBER OF AD FRAMES OXFORD CIRCUS TUBE STATION 71 FACT VISITING OXFORD CIRCUS EXPOSES YOU TO AS MANY OOH ADS AS THE AVERAGE BRIT SEES IN ANY ENVIRONMENT OVER THE COURSE OF A WHOLE DAY
  43. 43. FOCUS ON… TIME VS. EXPOSURE
  44. 44. Time vs exposure TIME ‘OUT & ABOUT’ NO. OF FRAMES UNDER 35, NO DEGREE ££ BEST MEASURE OF SUCCESS C2DE, C1C2 MEDIUM / HEAVY TV MEDIUM / LIGHT INTERNET RETIRED COMMUTE BY WALKING OVER 35s UNEMPLOYED WORK FROM HOME MOST DAYS HOUSEWIVES PART-TIME WORKERS TRAIN COMMUTERS LONG-DISTANCE COMMUTERS BIRMINGHAM, MANCHESTER, LIVERPOOL 25 – 34s FULL-TIME WORKERS UNDER 35 WITH DEGREE TUBE / BUS / LIGHT RAIL COMMUTERS LONDON WORK FROM HOME FAIRLY OFTEN HEAVY INTERNET UNDER 25 LIGHT TV SMARTPHONE OWNERS AB/ABC1s
  45. 45. What can we now do? Create benchmarks for the out of home industry Enable some interesting cross media analysis 1   2  
  46. 46. Media time vs. ad spend 21% 28% 10% 25% 7% 4% 6% 45% 10% 5% 22% 10% 5% 4% 0% 10% 20% 30% 40% 50% 60% TV Out of Home Radio Internet - all National newspaper (inc Sunday) Regional newspapers Magazines Media time share Advertising spend share Source: AA, BARB, RAJAR, ComScore, NRS, JICREG
  47. 47. Where does advertising stand out? TV OUT OF HOME INTERNET MEDIA TIME MEDIA TIME MEDIA TIME AD TIME AD TIME AD TIME 2 HR 28 MIN 22 MIN 16 MIN 3 HR 10 MIN 2 HR 49 MIN 2 HR 27 MIN Source: BARB, OfCom, ComScore
  48. 48. Real data
  49. 49. AudiencesReal data
  50. 50. TimeAudiencesReal data
  51. 51. TimeAudiencesReal data
  52. 52. FOCUS ON COMMUTING
  53. 53. FOCUS ON COMMUTING
  54. 54. How long is your commute? IT’S POSSIBLE THAT YOU’RE UNUSUAL
  55. 55. The average commute TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL - ROUTE 3 HR 10 MIN 16 MIN 9% 71 0.4 COMMUTING* 0 HR 37 MIN 4 MIN 10% 31 0.8 *Commute defined as journeys between 6am and 10am by full time workers, taking the same journey on 4 out of 5 days Monday to Friday. The definition excludes people who drive for a living and who work from home frequently.
  56. 56. 0 100 200 300 400 500 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 RESPONDENTS MINUTES Most common commute is 20 minutes
  57. 57. Most common commute is 20 minutes 0 100 200 300 400 500 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 30 MIN 45 MIN RESPONDENTS MINUTES
  58. 58. 0 100 200 300 400 500 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 30 MIN 45 MIN DIP AT 35 MINS DIP AT 50 MINS RESPONDENTS MINUTES Most common commute is 20 minutes
  59. 59. RESPONDENTS MINUTES 0 100 200 300 400 500 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 30 MIN 45 MIN DIP AT 35 MINS DIP AT 50 MINS Commuting – like marathon running
  60. 60. Over half at work by the first dip 0 100 200 300 400 500 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 RESPONDENTS MINUTES BY 35 MINS HALF THE NATION’S COMMUTERS ARE AT WORK
  61. 61. Four fifths at work by the hour 0 100 200 300 400 500 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 RESPONDENTS MINUTES 83% OF US ARE AT WORK WITHIN THE HOUR
  62. 62. But there’s a limit for most of us
  63. 63. The fixed travel time budget START
  64. 64. The fixed travel time budget START
  65. 65. In an ideal world, we would commute
  66. 66. COMMUTERS… BY AGE
  67. 67. Commutes by age TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL COMMUTES 0 HR 37 MIN 4 MIN 10% 31 0.8 <25 0 HR 38 MIN 4 MIN 11% 33 0.9 25 - 34 0 HR 43 MIN 5 MIN 12% 44 1.0 25 - 44 0 HR 38 MIN 4 MIN 10% 34 0.9 >45 0 HR 35 MIN 4 MIN 10% 26 0.7
  68. 68. Commutes by age FACT 25-34S COMMUTE FOR LONGER AND ARE EXPOSED TO THE MOST ADVERTISING EN ROUTE TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL COMMUTES 0 HR 37 MIN 4 MIN 10% 31 0.8 <25 0 HR 38 MIN 4 MIN 11% 33 0.9 25 - 34 0 HR 43 MIN 5 MIN 12% 44 1.0 25 - 44 0 HR 38 MIN 4 MIN 10% 34 0.9 >45 0 HR 35 MIN 4 MIN 10% 26 0.7
  69. 69. Young people with vs. without a degree TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL COMMUTES 0 HR 37 MIN 4 MIN 10% 31 0.8 <35 WITH A DEGREE 0 HR 45 MIN 6 MIN 13% 55 1.2 <35 NO DEGREE 0 HR 39 MIN 4 MIN 10% 30 0.8
  70. 70. Young people with vs. without a degree FACT UNDER 35S WITH A DEGREE SEE 83% MORE ADVERTISING FRAMES ON THEIR COMMUTES THAN THOSE UNDER 35S WITHOUT A DEGREE TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL COMMUTES 0 HR 37 MIN 4 MIN 10% 31 0.8 <35 WITH A DEGREE 0 HR 45 MIN 6 MIN 13% 55 1.2 <35 NO DEGREE 0 HR 39 MIN 4 MIN 10% 30 0.8
  71. 71. COMMUTERS… BY SOCIAL GRADE
  72. 72. Commutes by social grade TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL COMMUTES 0 HR 37 MIN 4 MIN 10% 31 0.8 AB 0 HR 40 MIN 4 MIN 10% 36 0.9 ABC1 0 HR 38 MIN 4 MIN 10% 33 0.9 C1C2 0 HR 36 MIN 4 MIN 10% 28 0.8 C2DE 0 HR 36 MIN 4 MIN 10% 24 0.7
  73. 73. Commutes by social grade FACT HIGHER GRADES SEE MORE FRAMES ON THEIR COMMUTES – AND AT A HIGHER RATE OF FRAMES PER MINUTE TOTAL TIME OUT AND ABOUT TOTAL TIME UNDER THE INFLUENCE % OF TIME UNDER THE INFLUENCE TOTAL NUMBER OF FRAMES AVERAGE FRAMES PER MINUTE ALL COMMUTES 0 HR 37 MIN 4 MIN 10% 31 0.8 AB 0 HR 40 MIN 4 MIN 10% 36 0.9 ABC1 0 HR 38 MIN 4 MIN 10% 33 0.9 C1C2 0 HR 36 MIN 4 MIN 10% 28 0.8 C2DE 0 HR 36 MIN 4 MIN 10% 24 0.7
  74. 74. Commutes by social grade
  75. 75. Commutes by social grade Higher social grades are out and about for less time…
  76. 76. Commutes by social grade Higher social grades are out and about for less time… …but all grades have similar length commutes
  77. 77. Commutes by social grade Higher social grades are out and about for less time… …but all grades have similar length commutes Higher grades are exposed to more ads when out and about…
  78. 78. Commutes by social grade Higher social grades are out and about for less time… …but all grades have similar length commutes Higher grades are exposed to more ads when out and about… …especially when on their commutes
  79. 79. COMMUTERS… IN LONDON
  80. 80. RESPONDENTS (LONDON) MINUTES London: most common commute is 25 minutes 90 80 70 60 50 40 30 20 10 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 30 MIN 60 MIN
  81. 81. RESPONDENTS (LONDON) MINUTES 90 80 70 60 50 40 30 20 10 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 30 MIN 60 MIN London: most common commute is 25 minutes
  82. 82. RESPONDENTS (LONDON) MINUTES Prof. Marchetti might say… 90 80 70 60 50 40 30 20 10 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 0 100 200 300 400 500 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 RESPONDENTS (NATIONAL) LONDON VS. ALL TOO FEW COMMUTES BETWEEN 10–20 MINS AND 35 – 40 MINS
  83. 83. What will you do about it? MORE MONEY PUBLIC TRANSPORT TRAVEL LESS OUTSIDE WORK WORK FROM HOME DAYS REINVENT NEIGHBOURHOODS REINVENT TRAVEL
  84. 84. Who is reinventing travel? INDIVIDUALS GOVERNMENT PRIVATE COMPANIES REINVENT TRAVEL
  85. 85. TimeAudiencesReal data
  86. 86. TimeAudiencesReal data Target
  87. 87. Engage TimeAudiencesReal data Target
  88. 88. Engage Day-part TimeAudiencesReal data Target
  89. 89. Engage Day-part TimeAudiencesReal data Target
  90. 90. Out & About… Under the Influence

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