Wheels in motion summary
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Outdoor advertising plays a key role in 3 of the 4 stages of the car purchasing process: kickstarting interest, strengthening desire during contemplation, and reinforcing ownership post-purchase. The document outlines that billboards in particular are effective at driving inspiration and a "premium" perception of brands during the early stages. Research showed billboards increased desirability and the likelihood of taking a closer look at vehicles compared to those who had not seen outdoor ads.
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Wheels in motion summary
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Wheels in motion summary
- 1. Wheels in Motion 2010
- 2. Key Information Key Research Objectives Identify key stages of the car purchase process How media fits within these stages Outdoor’s role in the decision making process
- 3. There are 4 key purchase stages when buying a car EMOTIONAL POST PURCHASE CONTEMPLATE KICK START RATIONAL PURCHASE
- 4. Out of home key at 3 out of the 4 purchase stages EMOTIONAL POST PURCHASE CONTEMPLATE KICK START RATIONAL PURCHASE
- 5. Outdoor key for driving “premium” element and providing inspiration 47% find inspiration for a new car when on the road “You know they’re going to be premium cars…. Billboards like that add a value of premium”
- 6. Outdoor key for driving “premium” element and providing inspiration 49% 45% 18% +150% 21% +133% Source: Q Media Ford Mondeo Is instantly desirable Makes you want to take a closer look NOT SEEN BILLBOARD SEEN BILLBOARD
- 7. Summary • Out of home is a key media touchpoint for 3 out of the 4 purchase stages. Using Outdoor to… • KICKSTART awareness with Billboards • STENGTHEN desire with Billboards • CONVERT purchase with other media • REINFORCE emotion with Billboards
- 8. Want to find out more? Contact the JC Decaux research team to find out more about the Wheel’s in Motion research