ETHNIC AUDIENCES EXPLAINING ROUTE ETHNIC TARGETING APPROACH 9 TH DECEMBER 2014 FOR A LANDSCAPE OF POSSIBILITIES

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1 ETHNIC AUDIENCES EXPLAINING ROUTE ETHNIC TARGETING APPROACH 9 TH DECEMBER 2014

2 WHAT IS ROUTE?

3 ROUTE SNAPSHOT Route was launched in Feb 2013 and is the successor to Postar, the previous currency that was set up in Route is non-profit organisation and is independent of any special interests. Route encompasses all outdoor environments - airports, buses, London Underground, National Rail, pedestrian shopping precincts, shopping malls, supermarket exteriors and of course all roadside frames. Over 360,000 frames included in the system. The new research has been designed around hyper-local geography - you can plan by town (1,600 to choose from), or create your own bespoke geography- as well as choose from 24 conurbations or the 14 BARB areas.

4 THE RESEARCH

5 GPS TRAVEL SURVEY Ipsos MediaCT conducts the travel survey fieldwork using GPS MobiTest devices. So far, 34,165 respondents have participated in the study. Each participant is asked to fill in a questionnaire and to carry a GPS meter for nine days: two weekends and five weekdays. The meter tracks their location, second-bysecond, for the entire period. The study is continuous, with GPS devices in the field throughout the entire year, except for two weeks at Christmas. The survey year runs from September to August.

6 TRAFFIC INTENSITY MODEL (TIM) Counts of traffic and pedestrians are identified in order to accurately assign them to specific locations. The counts are obtained from many sources including: Department for Transport Transport for London Local authorities Heathrow Airport Holdings Network Rail Commercial sources such as PMRS are also used In addition, Route commissions its own counts to verify the third-party data and to add statistics in areas where the official sources might be sparse, for example residential roads. The task of the Traffic Intensity Model (TIM) is to expand the traffic figures at known locations so that they cover the entire country. The extrapolation is based on a flow algorithm that simulates car and pedestrian traffic with respect to traffic rules, location infrastructure and the volumes at other surrounding count stations.

7 EYE-TRACKING STUDIES Unlike other media, it is not sufficient to say that proximity to the advertising display equates to exposure to it. There may be factors that prevent a frame from being seen. The aim is to go beyond simply counting those who pass an advertising frame and have an opportunity to see it, to determine who might actually look at a particular display in each given set of circumstances. Carefully controlled eye-tracking experiments are conducted where subjects view numerous scenes and different frame types. The aim is to replicate actual behaviour out of the home. The study enables us to determine where people are likely to rest their gaze whilst they are out of the home.

8 INVENTORY MAPPING SYSTEM (IMS) The media owners are responsible for the provision of accurate information about the location and nature of their signage. The process is managed and verified by the Outdoor Media Centre utilising their Inventory Mapping System. The information is updated continuously and fed to Route on a quarterly basis, in time for each publishing date. The typical lead time from initial frame data submission to publication as part of the Route data set is 6-9 months.

9 ADDITIONAL STUDIES Indoor environments Flow studies in interior spaces for rail, retail and airport. These tell us how people move around when they are not constrained by corridors and pavements. Techniques include observation, recall and task-based activities. Views from public transport How often do people look out of the window of a bus or a train? What do they look at? Tube car OTS What do people look at when they are in a tube train? Illumination How does the nature of illumination impact on the audience for an advertising site? Is there an advantage to rear-illumination or digital? What is the order of the difference? Dynamic images What do moving images do to hit rates? How much earlier do you see a moving ad than a static one? Eye-tracking work calibrates the effect of scrolling and digital motion on hit-rates.

10 OOH APPROACH TO ETHNIC TARGETING

11 COMBINING MULTIPLE SOURCES

12 IDENTIFYING LOCATIONS USING CENSUS DATA % Indians by ward Using ONS Census data to identify where the target audience lives Information is available for multiple ethnic groups % Indians by postcode and Is available on different levels ranging from wards to postcodes

13 IDENTIFYING SITES USING AIM Using our in-house mapping tool, AIM, we can identify all the sites in close proximity to the areas we are interested in AIM allows us to export the site list in order to brief our investment team on site availability

14 IDENTIFYING BEST PERFORMING SITES USING ROUTE Target impacts Profile index

15 ADDING MORE AUDIENCES ON BIRST Birst is Talon s profiling tool. It allows us to identify the best formats/environments for our target audience. We are currently adding more planning audiences and are thinking of expanding this to include ethnic groups as well

16 RECOMMENDATIONS WILL BE TAILORING ACCORDING TO OBJECTIVES 14, Ads, 79.7% Broadcast 6 sheets 4, Ads, 23.6% Malls 12,000 3,500 10,000 White British, 77.6% 3,000 White British, 21.9% 2,500 Reach (000's) 8,000 6,000 Reach (000's) 2,000 1,500 4,000 1,000 2,000 Mixed/Other, 74.8% White Other, 87.2% Asian (other), 85.3% Asian (IPB), 90.4% Black, 92.6% 500 Mixed/Other, 29.0% White Other, 26.8% Asian (IPB), 33.5% Black, 37.4% Asian (other), 31.2% Index vs Population Index vs Population Are we looking to maximise coverage or impact? Will coverage be calculated by audience or by area? Are we up weighting specific areas? What are the budget limitations?

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