5. Diverse range of environments, each with a unique audience profile
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10. 53% 1994 2008 Time of day % Population OOH Outdoor Audience continues to grow while most other media are in decline Source: IPA TouchPoints Hub Survey 2008
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14. More cars on UK roads means more miles driven, more posters seen Source: Department for Transport
15. Source : The Future Foundation, UK Time spent doing activities out of home has doubled
16. Most people on the street are buying something Source London Shopper Survey, Clark Chapman Research (324 London Interviews) Q: Have you bought or do you expect to buy anything during this trip out today? 85% bought or expect to buy something
17. More mobile people spend more freely: Outdoor overdelivers them Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews
18. More mobile consumers are more impulsive Source: Mobile Pound 2005 Research, Dipsticks Research Base: Those who make a shopping list “ I buy extra items that are not on my shopping list” Light Mobility Moderate Mobility Heavy Mobility
19. Mobile consumers are receptive to advertising Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews “ I look for new and interesting food items or brands which I have seen advertised” Light Mobility Moderate Mobility Heavy Mobility
20. More mobile = more spontaneous Source: Mobile Pound 2005 Research, Dipsticks Research Base: 1100 London interviews Q: What sort of products are you likely to buy spontaneously?
21. Mobile people make more frequent shopping trips Source: Mobile Pound 2005 Research, Dipsticks Research Base: 1100 London interviews Go ‘top up’ food shopping on way home from work twice a week or more Light Mobility Moderate Mobility Heavy Mobility
22. Weight of outdoor exposure correlates with affluence Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “ Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium Adult 000’s
23. Heavy outdoor audience is more affluent than other media Adult 000’s Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “ Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
24. Weight of outdoor exposure correlates with affluence Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “ Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
25. Heavy outdoor audience is predominantly young Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “ Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium Adult 000s
26. Heavy outdoor audience is predominantly upscale Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “ Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
27. Heavy outdoor audience most likely to be working full time Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “ Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
28. The people you reach most with outdoor are the people you most want to reach Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “ Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
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30. Baker law of outdoor media: indicators which move the needle to Outdoor Is it a launch? Is the campaign aimed at young people? Is the campaign aimed at upmarket people? Is the brand used outside the home? Is it sometimes bought or decided on impulse? Is the brand operating in a highly competitive market? Is visual pack recall and design important, eg at point of sale? Is high reach and frequency important for the campaign? Score 4+ Outdoor should be seriously considered Score 5+ Outdoor should definitely be on the media schedule Score 6+ Outdoor should be the lead medium
Editor's Notes
Taking the UK as a case in point, we have seen a steady and inexorable rise in car registration each year for the past two decades. Some 30 million cars are registered in the UK, nearly one for every person with a driving licence and an average of (1.3) per household. More than 2 million new cars are registered each year in the UK.
People are spending more and more time shopping, socialising, dining out, and pursuing sports activities. This is supported by the huge increase in leisure expenditure across the past few decades. In outdoor there is a virtuous circle taking place. Not only are the most attractive people spending the most time out of home, but the opportunities for more out of home leisure activities, and the associated expenditure, continue to leap ahead.
“ You don’t leave home without your wallet”. That means consumers out of home are always in a position to make a purchase. What is more, the people you see on the street are not just a random cross-section of people. They are more valuable than that: they are people on a mission to spend. This is substantiated by 2006 Clark Chapman findings which show that 85% of people on the street at any time have bought something or intend to buy something on that specific trip out of home.
The 2005 UK study “The Mobile Pound” set out to find out the behavioural differences between 1,100 Londoners, segmenting them according to the time they spend out of home, rather than the traditional demographics. It turns out that the heavy outdoor group (15 or more hours out of home per week) were more likely to spend more, were more impulsive and enjoyed spending more than the medium group (5 to 15 hours), or the light group (less than 5 hours). The very fact of them being out more makes them a more attractive group to advertisers.
So does their outdoor behaviour influence their shopping habits and behaviours? The answer is a resounding yes. The heavy outdoor group were less likely to make a shopping list with 43% stating they usually make a list compared to 48% of the lightest outdoor group. Not only this, but the heavy outdoor group were also less likely to stick to their lists. The chart opposite shows that four fifths (82%) are “usually tempted to buy extra items that were not on their list” compared to only 63% of those in the lightest outdoor group. They are simply more prone to impulse purchasing, and more open to changing brands at short notice.
So there is a link between the amount of time people spend out of home and their propensity to shop. It seems the heavy outdoor group are also more experimental, being more willing than the medium and light outdoor groups to try out new and interesting foods they have seen advertised. They appear to be more likely to act on the advertising they see.
Across a range of different consumer product fields (clothing, magazines, music, cosmetics and toiletries, entertainment) the answer came back the same. There is a spontaneity to the heavier outdoor group’s purchasing behaviour which is not found in the other two groups. The more time people spend out of home, the more they act on impulse, which again makes them an excellent target for trying new brands and responding to ads on the street.
Since they are out and about more, it’s no surprise that they make more total shopping trips too. Almost half the heavily mobile group, male and female, top up their home grocery shopping by visiting the shops twice a week or more. It looks as if their likelihood to shop is directly affected by their availability to shop. Good news for shops!
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