1/3. JCDecaux, Global Leader in Metro Advertising. 39M Passengers daily. 32 Metro concessions 12 Countries. Of global daily passengers 11.7 M 25.

Size: px

Start display at page:

Download "1/3. JCDecaux, Global Leader in Metro Advertising. 39M Passengers daily. 32 Metro concessions 12 Countries. Of global daily passengers 11.7 M 25."

Christian Norman
5 years ago
Views:

1 1

2 2

JCDecaux, Global Leader in Metro Advertising 39M Passengers daily 32 Metro concessions 12 Countries 1/3 Of global daily passengers EUROPE Austria Bulgaria

3 JCDecaux, Global Leader in Metro Advertising 39M Passengers daily 32 Metro concessions 12 Countries 1/3 Of global daily passengers EUROPE Austria Bulgaria Czech Rep. Germany Belgium ASIA PACIFIC China Hong Kong 11.7 M Hungary Italy Finland Spain 25.5 M SOUTH AMERICA Chile 1.9 M 3 Source: JCDecaux Metro Survey 2013

4 4 Metro Stories - Methodology

5 Metro Stories World First Modular Approach In-Depth Dialogues Measuring Perceptions Perceptions of Metro Advertising Semiotics Investigating culture & environment of Metro systems 5

6 6 5 Global Metros For Global Application

7 Metro Stories Objectives First Global Metro Study Demonstrate Relevance and importance of metro media in daily urban lives Discover Passenger perception of the metro environment Develop In-depth understanding of effective advertising communication within a metro environment 7

8 8 Metro Stories Key Findings

9 I Metro: Essential to Daily Urban Lives 9

A Machine-like Organism Metro Machine Efficiency The

through the system as safely and efficiently as

process turns people into passengers whose behaviour

10 A Machine-like Organism Metro Machine Efficiency The over-riding aim of Metro systems is to move people through the system as safely and efficiently as possible People to Passengers Captivity & Control This process turns people into passengers whose behaviour and options are limited and controlled by the machine-like metro organism 10

11 11 Yet Creating an Arousing Environment

12 12 Metro System is a Cornerstone of Urban Living

13 13 Key Learnings

14 II Metro Passenger: a Mass Audience Willing to Interact 14

15 Introducing the Metro Passenger Professional Affluent Tech-rich 92% 93% 61% are in Higher/ Intermediate professions Average income higher than the average 65% 47% 56% 24% 15

16 The Passengers Daily Journeys Metro journeys are frequent, regular, habitual & long-term 71% 53% 73% metro passengers make 7 to 10+ journeys in a typical week are travelling for 20 to 40 min. on average have been making the same metro journey for over a year 16

17 An Active Audience Key activities undertaken per journey 57% 48% 43% 37% Take in the surroundings Relax & do nothing Look at advertising Plan things I need to do 17

18 18 An Active Audience

72% Scanning a bar code Tapping/swiping on a poster Interacting

19 An Audience Willing to Interact Passengers are interested in receiving more information through direct interaction 80% 79% 72% Scanning a bar code Tapping/swiping on a poster Interacting directly with a digital screen 19 Have done / Would consider doing

20 20 Key Learnings

21 III Advertising: an Integral Feature in the Daily Commute 21

22 Advertising Enriches Passengers Daily Journeys 22 63% 52% 48%..agree that the advertising gives them something to look at during their journey..agree that the posters brighten up the metro environment..agree the advertising makes the journey more interesting

23 Metro Passengers Actively Respond to Metro Advertising 77% 74% 68%..searched on the Internet for an advertised brand or product or visited the website..talked to friends, family or colleagues about brands they had seen advertised..looked for an advertised brand or product in the shops 23

24 24 Key Learnings

25 IV Advertising in Metro: Time & Space for A Daily Dialogue With Urban Lives 25

26 26 An Evolving Mind-set

27 Starting the Daily Metro Journey: in Autopilot Mode 25% 27

28 Reaching the Platform, the Habitual Behaviour Continues 27% 28

29 In the Carriage: Entering a Personal Bubble 27% 29

30 At the End of the Journey, Moods are Receptive to Events Breaking the Routine 27% 30

Content is Key Stand out with high impact and enough creativity to engage their attention Visuals - Original and entertaining Communications Clear messaging expressed in creative ways Interrupt the

31 Content is Key Stand out with high impact and enough creativity to engage their attention Visuals - Original and entertaining Communications Clear messaging expressed in creative ways Interrupt the routine - Surprise, interact, dominate Utilize Utilize daily daily contact contact for for storytelling Tailor advertising to time of day / season / events Utilize panel placement when creating digital motion 31

32 32 Brands Can Take Ownership

33 33 Key Learnings

35 35

Metro Stories Quantitative Methodology 2,153

50 / 50 35-54 50 % Average interview length: 30

36 Metro Stories Quantitative Methodology 2,153 completed online interviews Journey At least 6* journeys per week Status Working / Retired / Studying** Gender Age % / % Average interview length: 30 minutes 36 * : 4 journeys for Chile * * : % of students capped at 10% per market

Turkey Launch Presentation Summary #Mediascope IAB Europe Research

Turkey Launch Presentation Summary 2012 @IABEurope #Mediascope IAB Europe Research Introduction As part of its research remit, IAB Europe conducts Mediascope Europe, widely recognised as the industry standard