2012 was the year that saw the largest ever NFC/QR Code OOH campaign for Nestle with its “We Will Find You” activity. This presentation from Posterscope looks at insights gained from interaction data and demonstrates the positive brand effects from such interactions.
QR Codes: "It's Hip to be Square" by Bob Bentz of ATS MobilePurplegator
This presentation on QR Codes by Bob Bentz, president of ATS Mobile, is a complete guide to using a QR Code to help increase sales. "It's Hip to be Square" explores QR Codes in depth to reveal the advantages of Custom QR Codes through extensive examples.
Bentz discusses usage statistics regarding QR Codes. He also sites several examples of how using a colorful Custom QR Code helps to increase scan rates. Several examples are given where apples-apples advertising was done and the results were greatly improved when a Custom QR Code was used.
You can see the largest gallery of Custom QR Codes in the web here: http://www.atsqrcodes.com/custom-qr-code/ Or, to learn more about ATS Mobile, click here: http://www.advancedtele.com/qr-codes
Outdoor Media Centre Customer Journey ResearchOutdoorMC
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.
Download the latest issue of the mobileSQUARED newsletter. Includes
Conversational advertising
Google targets smartphones
The Weather Channel going mobile
UK smartphone usage
and more
QR Codes: "It's Hip to be Square" by Bob Bentz of ATS MobilePurplegator
This presentation on QR Codes by Bob Bentz, president of ATS Mobile, is a complete guide to using a QR Code to help increase sales. "It's Hip to be Square" explores QR Codes in depth to reveal the advantages of Custom QR Codes through extensive examples.
Bentz discusses usage statistics regarding QR Codes. He also sites several examples of how using a colorful Custom QR Code helps to increase scan rates. Several examples are given where apples-apples advertising was done and the results were greatly improved when a Custom QR Code was used.
You can see the largest gallery of Custom QR Codes in the web here: http://www.atsqrcodes.com/custom-qr-code/ Or, to learn more about ATS Mobile, click here: http://www.advancedtele.com/qr-codes
Outdoor Media Centre Customer Journey ResearchOutdoorMC
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.
Download the latest issue of the mobileSQUARED newsletter. Includes
Conversational advertising
Google targets smartphones
The Weather Channel going mobile
UK smartphone usage
and more
Mobile Marketing_VML_Oct. '09 KC/IABC Professional DevelopmentPaul Arnhold
mobile marketing deck from IABC's Oct. '09 professional development event - "Mobile Marketing and Other Advanced Technologies" - presented by Joe Grigsby, VML director of emerging media
As the ability to geo-target certain types of television buys increases, our ability to more effectively market across television, and digital channels increas
Rob Thurner, Independent Mobile ConsultantAsk any group of friends or strangers to share their mobiles, and you'll get an awkward response. Our mobiles provide a secure gateway to our social media, photos, calendars, maps, emails, games, store cards and the internet.
Mobile is the ultimate personalised marketing channel. Because we users don't share our mobiles, marketers can be sure of capturing realtime data for interactions with identified prospects and customers via SMS, QR code, mobile web browsing, geo-location and App usage. Every mobile interaction carries a unique time and location based data trail.
But there's a major catch: permission.
This session will feature three major leading mobile marketing organizations revealing insights and live demonstrations of what works in mobile marketing. From building brand awareness to attracting leads and booking sales, this panel will show real market programs that deliver ROI.
Presentation from MIT Enterprise Forum of Cambridge NFC Goes Social event on Feb 11.
This panel discussion focused on some recent social applications of NFC – including smart posters and social networking tags - as well as emerging future opportunities.
Discussion topics included
How could NFC-capable mobile devices shape the ways we connect, interact, share content and/or link to social media?
To what extent could NFC improve mobile user access to context-relevant content and facilitate delivery of the right content in the right form at the right time and place?
Could NFC make a difference in connecting businesses with consumers and simplifying B2C interactions and the underlying information transfers?
Mobile Marketing_VML_Oct. '09 KC/IABC Professional DevelopmentPaul Arnhold
mobile marketing deck from IABC's Oct. '09 professional development event - "Mobile Marketing and Other Advanced Technologies" - presented by Joe Grigsby, VML director of emerging media
As the ability to geo-target certain types of television buys increases, our ability to more effectively market across television, and digital channels increas
Rob Thurner, Independent Mobile ConsultantAsk any group of friends or strangers to share their mobiles, and you'll get an awkward response. Our mobiles provide a secure gateway to our social media, photos, calendars, maps, emails, games, store cards and the internet.
Mobile is the ultimate personalised marketing channel. Because we users don't share our mobiles, marketers can be sure of capturing realtime data for interactions with identified prospects and customers via SMS, QR code, mobile web browsing, geo-location and App usage. Every mobile interaction carries a unique time and location based data trail.
But there's a major catch: permission.
This session will feature three major leading mobile marketing organizations revealing insights and live demonstrations of what works in mobile marketing. From building brand awareness to attracting leads and booking sales, this panel will show real market programs that deliver ROI.
Presentation from MIT Enterprise Forum of Cambridge NFC Goes Social event on Feb 11.
This panel discussion focused on some recent social applications of NFC – including smart posters and social networking tags - as well as emerging future opportunities.
Discussion topics included
How could NFC-capable mobile devices shape the ways we connect, interact, share content and/or link to social media?
To what extent could NFC improve mobile user access to context-relevant content and facilitate delivery of the right content in the right form at the right time and place?
Could NFC make a difference in connecting businesses with consumers and simplifying B2C interactions and the underlying information transfers?
Call To Action: Bridging the Gap Between Mobile & OOHPosterscope
As we see the number of connected devices and technologies continue to increase, the phenomena of the once spectatorial culture is now rapidly evolving into a participatory culture. Key drivers such as mobile, social and digital OOH have created a constantly connected consumer who has high expectations and more control over what he/she is willing to listen to, take away
and act upon. This has forced a collaboration of OOH with mobile, creating a new communication ecosystem that is revolutionizing how we interact with media while out of home.
Here we discuss how mobile technologies such as QR, SMS, AR, Bluetooth and NFC are changing the OOH advertising landscape, allowing brands to engage with consumers on a platform that never leaves their side.
The VISIONFC Simplifying IoT Summit speakers told attendees how NFC simplifies the Internet of Things and lets you deliver a straightforward, yet remarkable customer experience. Discover how to use NFC to differentiate your brand or product and engage with your customer beyond the purchase phase.
Trends That Will Change the World of Mobile App DevelopmentLogiQuad Solutions
Digital innovation is evolving consistently, bringing a transformative change in mobile app development.
Explore the top mobile app development trends.
Digital Marketing In The Age Of 5G Mobile - BrightonSEO September 2015SiteVisibility
Jon Hibbitt, SiteVisibility's Technical SEO Analyst spoke at BrightonSEO about digital marketing in the age of 5G & how 5G will make mobile devices the primary digital marketing device. Jon also provides ideas on the opportunities that 5G presents.
Brighton SEO Mobile Marketing in the Age of 5GJon Hibbitt
A look into the future and how 5G will make mobile the primary digital marketing device with some ideas on opportunities 5G presents. BrightonSEO talk 18th September 2015.
Presentation from MIT Enterprise Forum of Cambridge NFC Goes Social event on Feb 11.
This panel discussion focused on some recent social applications of NFC – including smart posters and social networking tags - as well as emerging future opportunities.
Discussion topics included
How could NFC-capable mobile devices shape the ways we connect, interact, share content and/or link to social media?
To what extent could NFC improve mobile user access to context-relevant content and facilitate delivery of the right content in the right form at the right time and place?
Could NFC make a difference in connecting businesses with consumers and simplifying B2C interactions and the underlying information transfers?
Augmented Reality, RFID and the Internet of ThingsDavid Carr
Workshop about breaking digital creativity away from screens and the opportunities that Augmented Reality, RFID, mobile and multitouch technologies present.
In a new COVID-19 world, what do consumers think, feel and do with regards to the OOH space? And what is their perception of brands currently using OOH? We aimed to find.
“The Mobility Mindset”, a new research study conducted by Posterscope, has revealed that almost two-thirds of people are feeling more appreciative of their local community and have a heightened emotional connection to their out of home environment since the pandemic, and this is having a “knock on” effect on noticeability and positivity towards OOH advertising.
Research was conducted by Dipsticks Research Group using its online panel, Panelbase, amongst 1,025 nationally representative adults aged 18-55. Fieldwork took place from Thursday 24th to Sunday 27th September, directly after the new national measures were introduced on September 24th.
Now we are a few months into the Government’s recovery strategy, we are fully aware that our time at play will not be returning to the way it was for some time yet.
Much like other parts of Europe, we have seen a staggered re-opening of shops, leisure and entertainment venues over the last couple of months, with recent announcements from the UK Government further relaxing lockdown restrictions.
This piece ‘Playing Safe' looks at the current situation and that of the near future of key areas of play; food, drinking and socialising, street parties, festivals and sporting events, and how OOH can be used in the most effective way to reach people during their leisure time.
Posterscope's piece Working out the Wold of Work looks into the changing face of work now and in the near future as a result of Covid-19. From regional differences working from home, mobility trends, new behavioral patterns , and what this means for Out of Home.
In Posterscope's Audience and Brands Head Out of Home we look at the increase in audience mobility (now 70.8 versus pre-Covid baseline of 100), the effect on retail as people flock back to the shops, and the automotive market. And we take a look at how OOH is perfectly placed to help brands capitalise on this moment.
Psi global ooh predictions post covid19Posterscope
With the sharp adoption of new technologies blurring the balance between an increasingly virtual way of living, how will the way we navigate the world change in the new normal? PSI, outline their predictions for travel and the out of home ( OOH) industry.
Since the Government published its Coronavirus recovery strategy, we have been moving quickly through the relaxation of lockdown in ‘steps’ and are now celebrating the large milestone at which non-essential businesses are permitted to reopen, if they can become “Covid Secure”. Now at Step 2, it is starting to feel like the return to normality of sorts, albeit with one-way systems, queues to enter shops and Perspex screens.
But how do we expect the high street and retailers to fare? what role will local communities play in the near future? and how will the role and behaviours that brands have taken during the pandemic affect consumer behaviour?
Posterscope’s latest article ‘All Hail Retail’ looks at SHOP in the NEAR, focusing on all these questions along with the role OOH can play in reaching these shoppers in the right locations in a dynamic, agile and relevant way.
There is no doubt that shopping as we know it, will remain changed for some time yet. Appetite is of course there; we will simply see retailers adapting and evolving to ensure customer safety.
One thing for certain, is that while there will be both winners and losers on the high street, more importantly, there will be opportunities for new businesses to develop and succeed – let’s not forget that after crisis follows a period of rapid innovation… and so we should be positive in expecting new businesses, new approaches, and new experiences on our High Streets.
To help provide a picture of people's return to the broader OOH space, Posterscope has collaborated with our mobile data partner Three UK, to analyse every postcode sector up and down the country. Last week’s mobility index was 66.9 up from 65.7 the previous week, versus the pre-Covid baseline of 100
The OOH industry is governed by human movement, and human movement is the touch-paper of global pandemics. Where it goes, so viruses go too. We find ourselves in a new and likely forever-changed world of human movement, meaning OOH must evolve to remain relevant.
To help provide a headline picture of the return of audiences into the broader OOH space, we have collaborated with our telecoms data partner Three mobile, to analyse every postcode sector up and down the country to understand the journeys people are taking to supermarkets, retail areas or trips on major roads – providing Posterscope with the most detailed understanding of mobility in the UK, and with no ‘lag’ time.
Flexibility agility relevancy will be key ingredients in post lockdown advert...Posterscope
Reflecting and respecting the mood of the country has been a key theme for advertisers during this Pandemic, with the brands that have, seeing their work shared and celebrated. What happen next with lock-down is still unclear, however it does seem certain though is that no one will be going back to what is already becoming the “old” normal for a long time, if ever. It is also clear that this will affect how advertisers communicate with customers moving forward. Flexibility, agility and relevance will be key ingredients in designing communications in the coming months, if not years.
Effectively and efficiently travelling through towns and cities has always been key to keeping a city moving in terms of business, shopping and our social lives. How we do that, and the effect it has on the environment, our bank accounts and stress levels, has been a growing debate over the last few years.
The OOH industry is built to capitalise on the movement of people with much of the industry’s infrastructure coming from transport networks. In recent weeks however all of this has been interrupted. Normal travel behaviours have been disrupted, and with changes to travel patterns comes changes to out of home advertising too.
Here we consider what a post-lockdown society might look like, and how we might travel through it, from the potential increase in car usage, to returning to public transport and the reappraisal of the rush hour commute.
Home is where the work is - WORK in the NOWPosterscope
In this edition we focus on WORK in the NOW. It’s probably fair to say that over the last two months just about every one of the 32.6 million people employed in the UK (ONS, 2019) has experienced unprecedented changes to their working lives, following the government’s lockdown announcement on the 23rd of March. In ‘Home is where the work is’ we look at the change in commuter activity, the effect on Supermarket sales figures, different audience behaviours as city workers go suburban, and relevant OOH touchpoint to address the new now.
Posterscope: Supermarket Peep: A Glimpse at UK Shopping Behaviours in the NowPosterscope
Analysis of major GB data sources for grocery retail illustrates the significant changes we have seen in shopping behaviour over the last 6 weeks. It demonstrates when these changes were most profound, where they were happening and indicates that in the most recent weeks that overall retail spend is starting to stabilise. This edition of Posterscope’ Now, Near, Next series looks at Shop in the Now, focussing on the retail winners and losers, the UK as a nation of baking and beer, the change to shopping locally and the need for advertising to be more aware of itself than ever.
PSI: The Global Travel & OOH industries in 2020 and beyond Posterscope
2019 proved to be another rollercoaster year for the global travel industry, and 2020 promises to be no different, as fluctuations in the economy, technology and politics continue to affect the way that people navigate the world. This is evident across all industries, not least in the global travel and international OOH sector. As the year is beginning to unfold, PSI has looked into what the rest of the year behold from the increase in hyper personalised travel experience, the global transformation through OOH automation and being connected at 35,000 feet
PSI: The Global Travel & OOH industries in 2020 and beyond Posterscope
2019 proved to be another rollercoaster year for the global travel industry, and 2020 promises to be no different, as fluctuations in the economy, technology and politics continue to affect the way that people navigate the world. This is evident across all industries, not least in the global travel and international OOH sector. As the year is beginning to unfold, PSI has looked into what the rest of the year behold from the increase in hyper personalised travel experience, the global transformation through OOH automation and being connected at 35,000 feet
With advances in data, technology and inventory, along with strong growth, OOH remains in great health. And that’s great news, but what we’re really excited about is what’s yet to come.
Posterscope has gazed into the future to unearth what will help shape the 2020 OOH landscape, in what promises to be another thrilling year.
Four key factors that will accelerate air travel in 2019Posterscope
Renovation and expansion of airports all over the world continues at a rapid pace as flyer demands grow and change. As a result, we’ve seen an increased drive for more integrated advertising within the airport environment, focused on reflecting passenger journeys and enhancing these through service provision.
James McEwan, Managing Director, PSI, looks at four factors enabling more engaging and timely advertising from operators throughout the travel sector:
2018 looks set to be another roller-coaster year for the global travel industry. Here PSI identify some of the political, economic and technological factors that will impact the way consumers travel this year.
2. Campaign Architecture
PAID FOR GOOGLE SEARCH ADS
KIT KAT FACEBOOK PAGE
ON POSTER CALL TO ACTION
OWNED
MOBILE INTERACTION VIA QR, NFC & SEARCH
EARNED MEDIA GENERATED ON
NATIONAL CTN 6S COMPETITION
FACEBOOK AND TWITTER
UPDATES AND LINK TO
BOUGHT
SOCIAL
CUSTOM BUILT MOBILE
LANDING PAGE
CTN 6S DRIVES SALES
ON PACK COMPETITION CODE DROVE SALES AND INTERACTIONS WITH BOUGHT/OWNED MEDIA
B2B MAILER ALERTED SHOP OWNERS TO ACTIVITY
3. Kit Kat “We Will Find You”
1) Interactions by Numbers
• NFC / QR
• Paid Search – OOH Keyword “KK GPS”
• Paid Search – OOH Driving Overall Kit Kat Search
2) Mobile Interaction Research
• Consumer Technology Perceptions
• Effect of Interactions on Brand Equity
4. Interactions by QR v NFC
NFC accounts for 25% of total interactions
There is still life in
QR. Scans in UK up
854, 25% 43% yoy. Continue to
provide multiple
interactive mechanics
Sum of QR
Sum of NFC
2535, 75%
Strong indication of the growing use and awareness of NFC among consumers.
Results from a large scale NFC trial in Reading in March 2012 showed NFC interactions at 10%.
5. Interactions by Hour
3pm is the most popular hour for Overall Interaction
350
Mobile content can
be tailored to serve
300
time relevant
250
messaging/
experience
200
150
100 Sum of Total
Interactions
Sum of QR
50
Sum of NFC
0
Most popular hour for QR interaction was between 3-4pm. Smartphone penetration among teenagers in
school/college age users is 66% (41% in 2011.OfCom)
6. Interactions by Day
Thursday has the highest levels of Interaction
800
Sum of Total Interactions Sum of QR Sum of NFC
700
600
500
400
300
200
100
0
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Thursday is the most popular day. This suggests a gradual change in consumer mindset
towards the end of the week meaning they are more relaxed, playful and curious
7. Interactions by Date
20th of September had most interactions
450
400
Sum of Total Interactions Sum of QR Sum of NFC
350
300
250
200
150
100
50
0
The 20th of September is the day the campaign hit its optimum posting meaning more
visibility and opportunity for interaction. High visibility and repeat viewings drive investigation.
8. OOH Keyword Search - “KK GPS”
• The Outdoor Keyword Search
Term (“KK GPS)” was not
chosen as the main method to
interact with a poster by
pedestrian consumers
• “KK GPS” generated 224
impressions leading to 151
224 impressions
clicks. This compares to 2,535
QR Code 854 NFC Interactions
151 clicks
• However the level of click
through was exceptionally high
CTR 67% for “KK GPS” at 67%
9. OOH Droves Search
Kit Kat Paid for Search increased +34% in OOH Regions
Average Average
weekly clicks weekly clicks % Increase
(June 25th (Sept 17th
– 17th Sept) – 8th Oct)
OOH
Region
Scotland England 951 4952 521%
+576%
Scotland 66 380 576%
OOH
Region
England
Control +521% Wales 34 133 391%
Region
Wales OOH Increase in Scotland 47% higher than Wales
+391% EFFECT Increase in England 33% higher than Wales
10. Clark Chapman Mobile Interaction Research
• 300 Face to Face On Street Interviews in Proximity to posters
• Interviews in London, Birmingham, Glasgow and Manchester
• All chocolate confectionery purchasers & smartphone owners
• Followinggroups used for analysis:
• 200 Interaction (“Natural” & “Asked to Interact”)
(A) 64 NFC/QR Code
(B) 136 Search
• 100 Non Interactors (Control)
11. General Barriers to QR/NFC Poster Interaction
• Main barriers to NFC/QR Code Poster Interaction was lack of
awareness of the technology
• 67% Non Interactorsnot aware NFC
• 29% Non Interactorsnot aware QR Codes with 22% not
understanding how to download QR Code Reader
These are barriers that will be overcome with time
• Only 9% concerned about Security/Viruses on their mobiles
Provided a free code so that I could have entered
the promotion for a chance to win £10 48%
Free promotional codes or an
Nothing, I wouldn't consider interacting with the
poster 38% electronic coupon would have
Given me an electronic coupon for a discounted Kit encouraged Kit Kat interaction
Kat 30%
Rewarded me for checking in to Facebook places
or Foursquare 6%
Linked to Kit Kat gaming content 4%
Allowed me to easily “Like” Kit Kat on Facebook 4%
Given me local information/directionson the nearest
place to buy a Kit Kat 2%
Provided an entertaining video to watch on my
mobile 2%
Base: Non Interactors – sample 100
12. “Natural Interactors” used Search due to familiarity and convenience
whilst QR Codes/NFC are used for experimenting, fun and speed
Interacted naturally via Search Interacted naturally via NFC/QR Code
68% I have used this method many times before 29%
63% I think this is the easiest/quickest way to interact/respond 59%
11% I do not have/don't know if I have a QR code reader 0%
16% I do not have/don't know if I have an NFC enabled phone 0%
0% I have not used this method before but wanted to try it 29%
0% I think this is the most fun way to interact/respond 59%
Base: Natural Interactors – sample 36
Q7b Can I ask you why you used that particular method as opposed to the others?
13. Rating Technology- Overall
QR Codes / NFC were rated as the best Technology Experience
Overall with 98% rating is as Good compared to 69% for Search
Very Good Quite Good OK Poor It did not work
Interacted
Search
Search 25% 44% 31%
Interacted
NFC/QR Code
NFC/QR
55% 44% 2%
Code
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q9a Based on mobile/interaction experiences you had on this occasion, how would you rate this
technology (QR code, NFC or searching online) as a way of interacting ?
14. Rating Technology- Speed
QR Codes / NFC were rated as the best Technology for Speed with 93% as Good
Very Good Quite Good OK Poor It did not work
Interacted
Search
Search 40% 36% 22% 2%
Interacted
NFC/QR Code
NFC/QR
73% 20% 6%
Code
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q9b How would you rate this technology (QR code, NFC or searching online) as a way of interacting for ... Speed
15. Rating Technology- Ease of Use
QR Codes / NFC were rated as the best Technology for Ease of Use with 94% as Good
Very Good Quite Good OK Poor It did not work
Interacted
Search
Search 35% 38% 25% 2%
Interacted
NFC/QR Code
NFC/QR
75% 19% 6%
Code
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q9b How would you rate this technology (QR code, NFC or searching online) as a way of interacting for ... Ease of Use
16. Rating Technology- Convenience
QR Codes / NFC were rated as the best Technology for Convenience with 87% as Good
Very Good Quite Good OK Poor It did not work
Interacted
Search
Search 30% 34% 33% 1%2%
Interacted
NFC/QR Code
NFC/QR
64% 23% 13%
Code
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q9b How would you rate this technology (QR code, NFC or searching online) as a way of interacting for ... Convenience
17. Action Taken/Likely to take as a result of Interaction
High response levels as a result of the Interaction,
particularly amongst those interacting via NFC/QR Codes
Interacted NFC/QR Code Interacted Search
90%
84%
80% 78% 77%
70%
68%
59% 57%
60% 56%
50%
50%
40% 36%
32% 32%
30%
22%
20%
10%
0%
Tell other people about this experience Kit Kat (or Revisit Chunky, Aero or Yorkie) and on how Buy aKit Kat onleft withmedia (Facebook/Twitter) but would no
Would recommend a experience to other website to keep updated enter the code Kat (orsocial a GPS tracker or Yorkie)
Buy the Kit Kat the people Follow/Like Kit are Kit Kat Chunky, Aero
many bars
Q10 Which of the following are you likely to do/ have you done as a result of this experience?
18. Interaction, especially by NFC/QR Codes, has a
Positive Effect on Kit Kat’s Brand Equity
Average across 8 brand perceptions
Any Interaction = 81% Interacted NFC/QR Code = 92% Interacted Search = 76% Non Interactors=72%
Any Interaction Interacted NFC/QR Code Interacted Search
40%
+/- %pt increase over Non Interactors
30%
30% 28% 28%
20% 21% 21%
19%
20% 17%
15%
11% 11%
10% 10%
9% 8% 8%
10% 6% 6% 6%
4% 4% 3% 4%
1%
0%
-1%
-3%
-10%
-8%
-20%
Average 8 Is a brand I Helps make Is a brand Is perfect for Is nice and Is a brand Is good Is enjoyable
Equity love my breaks for me my break light that has quality to eat
Statements more really good
enjoyable taste
Q14 We are now going to ask you a few questions about Kit Kat. Please give your impression, whether or not you’ve
bought a Kit Kat recently yourself. To what extent do you agree or disagree that Kit Kat is …
19. Interaction Increases Purchase Consideration
Those who interacted with the advert had higher levels of purchase
consideration, especially those interacting via NFC/QR Codes
Strongly Encourage Encourage No Difference Less Likely
Non Interacted 7% 22% 71%
Interacted Search
Search 10% 27% 63%
Interacted NFC/QR Code
NFC/QR Code 16% 41% 44%
Any
12% 32% 57%
Interaction
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Q16 How do you think this advertising would affect your likelihood to consider buying a Kit Kat ?
20. Summary Learnings
• 3,389 total interactions
- 75% QR Codes & 25% NFC
- Interactions most likely to take place in the morning commute and afternoon/early evening
- Wednesdays and Thursdays had particularly high levels of Interaction
-“KK GPS” Search term generated less impressions but click through rate was exceptionally high at 67%
-OOH had a broader effect on search with test regions experiencing higher increases than the control (Wales)
• QR Code/NFC Interactions rated very highly overall and for speed, convenience and ease use
• QR Code/NFC Interactions have positive effects on brand equity & purchase consideration
• Poster Interaction would be encouraged with free promotional codes/electronic coupons