What is USA TouchPoints?

Transcription

1 May 2012

2 2 What is USA TouchPoints? Rich multidimensional study of consumers daily lives Captures behavior in real time, on a smartphone, helping marketers identify contextual factors that impact message receptivity High quality measurement of all media from a single sample Identifies the sequence of media exposure in the full context of daily lives Innovative foundation for fusing other data sources

3 3 USA TouchPoints Syndicated Study Methodology Ascribed to 21,000+ respondents of GfK MRI s Survey of the American Consumer TM Administration: Performance rates checked, participant compliance ensured (calls made to participants if needed), monitoring flags analyzed GfK MRI Respondents USA TouchPoints Diary National probability sample of 2,000 adults from GfK MRI Sample Training call scheduled within 24 hours of recruitment Participants: Entries collected over 10 days Incentive, Thank Yous Data Editing Rules Applied Recruitment & Training Survey After the Survey

4 4 What s Measured? Data Is Captured Every 30 Minutes Over 10 Days

5 5 Key Benefits of USA TouchPoints Opportunity to increase advertising ROI by placing ads when and where consumers are likely to be receptive to the message Who they re with What they re doing Media Where they are How they feel What they buy, own, use When activities occur What kind of people they are 5 In the right mood, with the right people, doing the right things, in the right place

6 6 While Consumers Are Away From Home, They re Doing Things That Are Critical To Marketers Look! Buy! They re Using Media And Being Reached By Messages They re Socializing And Influencing Other People They re Shopping and Making Purchasing Decisions

7 Away From Home Has A Large Impact on Consumers Days Average Day On the average day, you can reach 86% of consumers Away From Home* Other 7 A18-64 Reported time: 6AM-12AM *Also includes Away From My Workplace

8 8 Peak Time for Away From Home Is During the Afternoon Away From Home* By Time Of Day A-3P 3P-7P Avg. Day Reach (%) A-10A Peak 7P-12A 10 0 A18-64 *Also includes Away From My Workplace

9 Different Demo Groups Have Similar Patterns For When They re Away From Home While Away From Home* By Time of Day 30 A A $75K+ A W Avg. Day Reach (%) *Also includes Away From My Workplace

10 10 Most Americans interact every day with away from home places & vehicles and their away from home opportunities vary by Place

11 11 Consumer Definitions Of Away From Home Traveling Car or truck Motorcycle Airport Airplane Bicycle Walking Food Service Quick service restaurant Restaurant or bar Outside Outdoors away from home Public Transportation Bus Subway or train Boat or ferry Retail Grocery store Other store or mall Gym Gym or health club

12 12 Travel Dominates Away From Home Experiences Share of Consumers Away From Home* Public Transport 2% Outside 11% Gym 4% Public Transport 2% Share of Time Away From Home* Food Service 10% Gym 3% Outside 10% Food Service 16% Traveling 48% Traveling 62% Retail 13% Retail 19% A18-64 Reported time: 6AM-12AM *Also includes Away From My Workplace

13 Different Places Have Different Reach By Demographic Away From Home* by Demo % A18-64 A$75K+ A18-34 W18-64 Avg. Day Reach (%) % +18% % Traveling Retail Food Service Outside Gym Public Transportation Reported time: 6AM-12AM *Also includes Away From My Workplace

14 14 Travel Opportunities Have Four Peaks On The Average Day Four Prime Times Traveling A-3P 3P-7P Avg. Day Reach (%) A-10A 7P-12A A18-64

15 15 OOH Marketplace OOH offers scale, impact, creativity and targeting Effectively and efficiently surround your audience Variety of vehicles increases options Strategic alignment whether in primary or secondary role with other media Stronger emotional touchpoint to messaging

16 16 Billboards Can Supercharge Media Plans

17 17 Adding Billboards To Other Media Can Potentially Increases Reach By Up To 300% % +65% +303% +203% +41% 80 Avg. Day Reach (%) Billboards Live TV Billboards + Live TV Internet Billboards + Internet Mobile App/Web Billboards + Mobile App/Web Social Networking Billboards + Social Networking Radio Billboards + Radio A18-64 Reported time: 6AM-12AM

18 18 TV And Billboards Impact Reach Throughout The Day 50 Billboards + Live TV 40 Avg. Day Reach (%) Billboards Live TV Billboards +Live TV 10 0 A18-64

19 19 Billboards And Internet Together More Than Double Afternoon Reach 30 Billboards + Internet 25 Avg. Day Reach (%) Billboards Internet Billboards + Internet 5 0 A18-64

20 20 Adding Billboards to Mobile App/Web Increases Reach by 300% 30 Billboards + Mobile App/Web 25 Avg. Day Reach (%) Billboards Mobile App/Web Billboards + Mobile App/Web 5 0 A18-64

21 21 Adding Billboards to Social Networking Increases Reach by 200% 30 Billboards + Social Networking 25 Avg. Day Reach (%) Billboards Social Networking Billboards + Social Networking 5 0 A18-64

22 22 Billboards And Radio Increases Afternoon Reach By 70% 30 Billboards + Radio 25 Avg. Day Reach (%) Billboards Radio Billboards + Radio 5 0 A18-64

23 23 Consumers Experience OOH Media In Very Positive Mindsets

24 A Higher Percentage Of Billboard Audiences Feel Positive Compared To Live TV Audiences 30 % Confident % Excited % Bored % Sad 15% of Live TV Audiences are Bored only 9% of Billboard audiences are! Billboards Live TV A18-64 Reported time: 6AM-12AM

25 Emotional Index Of Billboard Audiences To Live TV % of Billboard Audience Index to TV 120 Index To Live TV Index 100 Excited Confident Happy 80 Sad 60 Bored 25 A18-64 Reported time: 6AM-12AM

26 Billboards Have Higher Percentage Of Its Audience Feeling Happy Than Radio % Happy % Hopeful % Excited % Relieved % Loving 68% of Radio Audiences are Happy while 72% of Billboards Audiences are Happy Billboards Radio A18-64 Reported time: 6AM-12AM

27 Emotional Index Of Billboard Audiences To Radio % of Billboard Audience Index to Radio Loving Hopeful Index To Radio Excited Relieved Happy Confident 80 Bored A18-64 Reported time: 6AM-12AM

28 28 OOH Offers Strategic Cross-Platform And Promotional Opportunity With Other Media Within The Same Half-hour

29 29 Billboards Are Strategic Additions To Radio And Mobile To Complement Messaging 100% % of Billboards Audience Also Using Other Media In the Same Half-hour 80% 60% 40% 63 20% 0% 28 Radio Mobile Talk Mobile Text/App/Web A18-64 Reported time: 6AM-12AM 9 8 Live TV s Internet Note: The US Census Bureau estimates that the average commute time is 25.1 minutes.

30 30 Increase Of Mobile Usage Within The Same Half-hour For The Younger Group 100% % of Billboards Audience Also Using Other Media In the Same Half-hour 80% 60% 40% 56 20% % Radio Mobile Talk Mobile Text/App/Web A18-34 Reported time: 6AM-12AM Live TV s Internet Note: The US Census Bureau estimates that the average commute time is 25.1 minutes.

31 31 Radio And Mobile Are Used Most Commonly Within The Same Half-hour While Consumers Are Exposed To Billboards % of Billboards Audience Also Using Other Media In the Same Half-hour, HHI$75K+ 100% 80% 60% 40% 71 20% % Radio Mobile Talk Mobile Text/App/Web HHI$75K+ Reported time: 6AM-12AM s TV Live Internet

32 Billboards Are Strategic Additions To Radio And Mobile To Complement Messaging % of Billboard Audience Also Using Other Media in the Same Half-hour 100% 80% 60% 57% 40% 20% 0% 21% 17% AM/FM Mobile Talk Mobile Text/App/Web 13% 9% 8% Live TV Internet W18-64 Reported time: 6AM-12AM Note: The US Census Bureau estimates that the average commute time is 25.1 minutes.

33 33 Summary Of OOH Marketplace 1. OOH offers scale, impact, creativity, and targeting 2. Variety of vehicles available increases the ability to surround your audience consistently throughout the day 3. OOH allows for tactical and strategic additions to traditional media plans 4. Stronger emotional congruence to messaging and environmental context 5. OOH lends itself to strategic alignment with other media in primary or secondary role