Engaging Elusive Targets

Transcription

1 Engaging Elusive Targets

2 The Elusive Audience

3 2007 Nielsen Ad Share 81% Paper, 41.5% TV, 39.3% Mag, 7.4% Radio, 6.2% OOH, 5.7%

4 Consumers will continue to look for less interrupted media experiences, and advertisers will need new models that don t fall back on the old interruption model Shane Steel, former Director for Interactive Marketing for Coca-Cola

5 A Day in The Life DIL I Time Spent Inside/Outside Home, Commuting Habits, Shopping Behaviour DIL II Relevance and Impact of OOH vs. Other Media

6 A Day in Life ll Ipsos Online Panel Survey 3,346 respondents, age Survey Dates January 28 February 11, 2008 Markets Weighting Vancouver, Calgary, Edmonton, Toronto, Montreal By gender and age in each market and overall weight of each city and total sample

7 Active Time Spent Outside the Home Gender Index Total 53% % % 92

8 Active Time Spent Outside the Home Age INDEX Total 53% % % % % 89 *Total Average # of Hours: 8.6

9 Active Time Spent Outside the Home Market INDEX Total 53% 100 Toronto 54% 102 Vancouver 53% 100 Montreal 52% 98 Calgary 52% 98 Edmonton 50% 94

10 Consumer s Perceived Amount of Advertising and Attention Levels Photo of media inside the home

11 Airport Ads OOH Media Measured Indoor Shopping Mall Digital Screens in Elevators Restos & Bars College & Universities

12 Billboards OOH Media Measured Outdoor Bus Subway Bus Shelter

13 Exposure to Advertising Exposure to Advertising in General Too Much Advertising Segmentation Breakout 27% 1% 72% Teens % 70% 65% 72% 78% Too much About the right amount Not Enough male female 72% 71%

14 Perceived Amount of Advertising by Medium % having too much advertising 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Overall 72% Television 83% Internet Magazine 69% 73% Indoor 24% Outdoor 29% Radio 62% Newspaper 55% Total OOH 26%

15 Perceived Amount of Advertising by Indoor Medium % having too much advertising 0% 10% 20% 30% 40% 50% 60% 70% 80% Overall 72% Indoor NET 24% Shopping malls Colleges & Universities 32% 32% Restos & Bars Airports Health & Fitness Office elevators Parking lots Store dressing room Medical waiting room 26% 25% 23% 21% 19% 18% 18%

16 Perceived Amount of Advertising by Outdoor Medium % having too much advertising 0% 10% 20% 30% 40% 50% 60% 70% 80% Overall 72% Outdoor NET 29% Billboards 42% Transit 33% Bus shelter 20%

17 Toronto Perceived Amount of Advertising by Medium % having too much advertising 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Overall 72% Television Internet 73% 80% Indoor 24% Outdoor 29% Magazine 63% Radio 60% Newspaper 52% Total OOH 26%

18 Montreal Perceived Amount of Advertising by Medium % having too much advertising 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Overall 71% Television 85% Internet Magazine 72% 70% Indoor 24% Outdoor 29% Radio 62% Newspaper 59% Total OOH 26%

19 Vancouver Perceived Amount of Advertising by Medium % having too much advertising 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Overall 73% Television 84% Internet Magazine 75% 74% Indoor 24% Outdoor 29% Radio 65% Newspaper 51% Total OOH 26%

20 Time Spent With Various Media

21 Time Spent Share of Weekly Media Exposure Total Respondents Radio 13% Newspapers 4% Magazines 3% Internet 22% TV 25% OOH 33% 33% of total respondents weekly media time is spent with OOH.

22 Time Spent Share of Weekly Media Exposure Age OOH Internet TV Radio Newspapers Magazines Exposure to OOH is similar for both age groups.

23 Advertising Avoidance

24 Advertising Avoidance % having Always Avoid/Often Avoid advertising Internet 73% Newspaper Magazine Television 52% 56% 56% OOH Radio 46% 51% Indoor 53% Outdoor 47%

25 Television Avoiders 51% of total respondents said they often or always avoid TV advertising.

26 Television Time Spent vs. % Avoid Time Spent with Television versus % Often/Always Avoid by Age % Often/Always Avoid TV Ads Time Spent (hours) Time Spent hours % Avoid Source: DIL I and DIL II

27 TV Avoiders % who Always Avoid/Often Avoid TV advertising Often/Always Watch/Listen Other Media 26% 29% 32% 40% Indoor 36% Outdoor 48% 10% Internet Magazines Newspapers Radio Total OOH

28 Decision Makers % having Always Avoid/Often Avoid TV advertising Often/Always Watch/Listen Other Media 35% 38% 46% 30% Indoor: 44% Outdoor: 54% 13% Internet Magazines Newspapers Radio Total OOH

29 Newspaper Avoiders 52% of total respondents said they often or always avoid newspaper advertising.

30 Newspaper Time Spent vs. % Avoid Time Spent with Television versus % Often/Always Avoid by Age % Often/Always Avoid Newspaper Ads Time hours % Avoid Time Spent (hours) Source: DIL I and DIL II

31 Newspaper Avoiders % who Always Avoid/Often Avoid Newspaper Advertising Often/Always Watch/Listen Other Media 33% 38% 40% Indoor 34% Outdoor 48% 21% 13% Internet Magazines TV Total OOH Radio

32 Decision Makers % having Always Avoid/Often Avoid Newspaper advertising Often/Always Watch/Listen 42% Other Media Indoor: 38% 31% 46% Outdoor: 50% 13% 19% Internet Magazines Television Total OOH Radio

33 Internet Avoiders 73% of total respondents said they often or always avoid Internet advertising.

34 Internet Time Spent vs. % Avoid Time Spent with Internet versus % Often/Always Avoid by Age % Often/Always Avoid Internet Ads Time Spent (hours) Time spent hours % Avoid Source: DIL I and DIL II

35 Internet Avoiders % having Always Avoid/Often Avoid Internet advertising Often/Always Watch/Listen 42% 45% 34% 33% 35% Indoor 38% Outdoor 52% Newspapers Magazines Television Total OOH Radio

36 Decision Makers % having Always Avoid/Often Avoid Internet advertising Often/Always Watch/Listen 36% 38% 39% 46% 50% Indoor: 44% Outdoor: 54% TV Magazines Newspapers Total OOH Radio

37 OOH in a Media Mix

38 Mentos Gum

39 The campaign generated very high impact due to the synergy created by the multiple OOH formats with the recall results surpassing norms by 46%. In a low involvement category, the campaign generated high appreciation and talk value with 50 media properties and blogs around the world. Alia Abouzeid Account Director Cossette Media

40 OOH s Influence Greater than Ad Spend

41 Media Efficiency

42 Media Contribution

43 US Ad Expenditures General Motors Spend Influence Ford 40.9 Spend Influence Magazines Newspaper Outdoor TV Radio Internet Magazines Newspaper Outdoor TV Radio Internet Toyota Spend Influence Magazines Newspaper Outdoor TV Radio Internet Source: BIG Research

44 When you look at which media their customers say influences them to purchase a car; they are over allocating ad dollars on TV and underspending on Internet, Outdoor, Radio and Print. Gary Drenik President BIG Research

45 Canadian Ad Expenditures for Automakers Newspaper Magazines Outdoor Radio TV Source: 2007 Nielsen Ad Expenditure Report

46 Leveraging Technology to Reach Elusive Consumers

47 Consumer Behaviour % sending a text message within past 3 months after seeing Indoor/Outdoor ad DITL 1 DITL 2 Toronto Montreal Vancouver Females Males

48 Leveraging Technology - SMS The response to the text call-to-action was excellent, the Outdoor TAG campaign exceeded our benchmarks even beyond results from national TV partnership campaigns, proving that Out-of-Home and mobile messaging are ideally suited to reach today s mobile consumer. Brad Murphy, Vortex Mobile

49 Leveraging Technology - Bluetooth SYNC is one demonstration of our commitment to innovation and forward thinking and we wanted a communication strategy that fit this thinking. Implementing a Bluetooth campaign successfully delivered on that strategy. Jim Hartford Director, Marketing Communications Ford Canada

50 Consumer Behaviour % visiting a website within past 3 months after seeing Indoor/Outdoor ad DITL 1 DITL 2 Toronto Montreal Vancouver Females Males

51 Leveraging Technology Driving Traffic to Web

52 OOH Digital Networks

53 OOH Digital Research year olds General adults Base: Among those that have seen ads in the media in the past week. Source: Digital Out-of-Home Media Awareness and Attitude Study 2007, OTX

54 Influencing Purchase Decisions Esso Gas Station

55 Time of Day Shopped During commute: 64% During meal/break times: 43%

56 Study Learning Majority of respondents believe they are exposed to too much advertising, especially TV and Internet. Most respondents feel that there is just the right amount of advertising in each out-of-home media.

57 Study Learning There is a high level of avoidance for TV, Newspaper and Internet advertising. Avoiders are more receptive towards advertising presented outside of their home

58 Study Learning Time Spent with Media Exposure to OOH media compares favourably to other media sources In a Media Mix, OOH: Extends reach Improves brand metrics Influences purchase

59 Study Learning Integrating technology with OOH media can engage elusive consumers!

60

61 Thank you Collage of creative

62 Respondent Composition

63 Respondents Profile Age (Q.1) Among all respondents (n=3346) Into which of the following age groups do you fall? Gender (Q.38) Among all respondents (n=3346) Are you? 12 to 12 years old 10% 18 to 24 years old 13% 44% years old 30 to 34 years old 10% 11% Men 49% 35 to 44 years old 24% Women 49% 45 to 54 years old 20% 56% 55 to 65 years old 12%

64 Respondents Profile Occupation (Q.30) Among all respondents (n=3346) What is your current occupation? Employment Status (Q.31) Among those who work full time or part time (n=2068) What statement best describes your own employment status? Clerical/administrativ e position 21% 53% Technical/ Sales/ Teaching/ Other White Collar 17% 17% Other manager 16% Skilled labour 14% 18% 12% Professional 13% Unskilled labour 13% Work full time Work part time At home Other Senior Manager/Owner 6%

65 Respondents Profile Going to School (Q.27) All respondents (n=3346) Do you currently attend a college or university? 87% 9% 4% Yes, full time Yes, part time No

66 Respondents Profile Education (Q.33) Among all respondents (n=3346) What is the highest level of education you have completed? Marital Status(Q.34) Among all respondents (n=3346) Are you? University 19% 11% 33% College 26% 56% Elementary / high school 55% Single (never married) Married or living together Widowed/Separated/Divorced

67 Respondents Profile Language Spoken (Q.36) Among all respondents (n=3346) Which language do you speak at least conversationally, that is, well enough to conduct a conversation? Household Income (Q.37) Among all respondents (n=3346) In which of the following categories is the annual combined before-tax income of all members of your household? English French 31% 88% 100% 90% 80% 70% 60% 50% 9% 10% 15% 19% $150,000 and more $100,000 to 144,999 $75,000 to 99,999 $50,000 to 74,999 40% 30% 19% $30,000 to $49,999 Less than $29,999 Other 10% 20% 14% refusal 10% 14% 0%

68 Respondents Profile Household Structure (Q.35) Among all respondents (n=3346) How would you describe your household structure? 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 40% 20% 16% 13% 10% 1% Couple with child or children living at home Couple with no children living at home Adult living alone Adult sharing accommodation Adult with child or children living at home Other