What is USA TouchPoints?

Transcription

1 May 2012

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 2

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 3

4 What s Measured? Data Is Captured Every 30 Minutes Over 10 Days Where Activities With Whom Media Emotions 4

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 5

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

7 The Importance Of Being Away From Home To Consumers Lives 7

8 Away From Home Consumer Definitions Traveling Car or truck Motorcycle Airport Airplane Bicycle Walking Outside Outdoors away from home Public Transportation Bus Subway or train Boat or ferry Food Service Quick service restaurant Restaurant or bar Retail Grocery store Other store or mall Gym Gym or health club 8

9 9 Most Americans interact every day with away from home places & vehicles

10 Americans Are Away From Home Average Day % 80 Avg. Day Reach (%) % Away From Home * Reported time: 6AM-12AM *Also includes Away From My Workplace

11 Away From Home Has A Large Impact on Consumers Days Average Day On the average day, you can reach 80% of consumers Away From Home* Other 11 Reported time: 6AM-12AM *Also includes Away From My Workplace

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

13 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

14 Americans Are Away From Home on Weekday And Weekend a Similar Degree 100 Away From Home* 80 88% 82% Avg. Day Reach (%) Weekday Weekend 14 Reported time: 6AM-12AM *Also includes Away From My Workplace

15 Away From Home Patterns Vary Dramatically On The Weekdays And Weekends 35 Away From Home* By Time Of Day - Weekday A A $75K+ A W Away From Home* By Time Of Day - Weekend A A $75K+ A W Avg. Day Reach (% %) Avg. Day Reach (% %) *Also includes Away From My Workplace

16 Afternoon Is The Peak For Away From Home On Both Weekdays And Weekends Away From Home* By Time Of Day 40 Weekday Weekend 30 Avg. Day Reach (%) * Away From Home: represents also Away From My Workplace 16

17 Most Americans interact every day with away from home places & vehicles and their away from home opportunities vary by Place 17

18 Consumer Definitions Of Away From Home Traveling Car or truck Motorcycle Airport Airplane Bicycle Walking Outside Outdoors away from home Public Transportation Bus Subway or train Boat or ferry Food Service Quick service restaurant Restaurant or bar Retail Grocery store Other store or mall Gym Gym or health club 18

19 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% Reported time: 6AM-12AM *Also includes Away From My Workplace 19

20 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

21 On Weekends, Away From Home Experiences Shift 100 Total Away From Home* Weekday Weekend 100 Away From Home* Weekdays vs. Weekends Weekday Weekend % Avg. Day Rea ach (%) % +10% +27% Weekday 0 Traveling Retail Food Service Outside Gym Public Weekend Transportation Reported time: 6AM-12AM *Also includes Away From My Workplace 21

22 While Away From Home, There Are Distinct Primetimes To Different Places Traveling Avg. Day Reach (%) 10 Outside Public Transportation Food Service 5 Retail Gym 0 22

23 While Away From Home, There Are Distinct Primetimes To Different Places The staggered nature of Primetimes suggests multiple placements are most effective for maximum consumer exposure Primetime Coverage by Place Traveling Outside Public Transportation Food Service Retail Gym AM PM 23

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

25 Outside And Public Transportation Opportunities Have Distinct Primetimes Outside Public Transportation A-3P 3P-7P Avg. Day Reach (%) A-10A 7P-12A

26 Mid-Day Is Retail Primetime; Gym Peaks Slightly Mid-MorningMorning And After Work Retail Gym A-3P 3P-7P Avg. Day Reach (%) A-10A 7P-12A 0 26

27 Unsurprisingly, Food Service Primetime Is Lunch/Dinner Food Service A-3P 3P-7P Avg. Day Reach (%) 12 7P-12A A-10A 0 27

28 Most Americans interact every day with away from home places & vehicles and their away from home opportunities vary by place offering valuable proximity to important consumer activities 28

29 While Consumers Are Away From Home, They re Also Doing Things That Are Critical To Marketers Look! Buy! They re Using They re They re Shopping Media And Being Reached By Socializing And Influencing and Making Purchasing Messages Others Decisions 29

30 Media Use, Socializing, And Shopping Are The Most Common Consumers Activities While Away From Home % of People Engaged In Other Activities While Away From Home* 50 * Away From Home: represents also Away From My Workplace Reported time: 6AM-12AM 30

31 Media Use, Socializing, And Shopping While Away From Home Have Different Time of Day Patterns Using media Away From Home Socializing Away From Home Shopping Away From Home 10 8 Avg. Da ay Reach(%)

32 32 OOH Marketplace Opportunities

33 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 33

34 Marketplace Definitions Of OOH Billboards Car or truck (driver) Car or truck (passenger) Outside away from home Motorcycle Alternative Quick service restaurant Restaurant or bar Gym or health club Grocery store Hotel or motel Transit Walking Bus Subway or train Bicycle Boat or ferry Airport Airplane Car or Truck Street Furniture Bus Walking Other store or mall 34

35 35 Consumer Are Exposed To A Variety Of Away From Home Places

36 OOH Media Average-Day Potential Reach 100 Weekday Weekend Avg. Da ay Reach (%) Billboards Alternativeti Transit Street t Furniture Reported time: 6AM-12AM Billboards Alternative Transit Street Furniture 36

37 OOH Potential Media Opportunities Can Supercharge Media Plans 37

38 Adding OOH To Other Media Can Potentially Increases Reach By Up To 300% % +68% +316% +212% +45% 80 Day Reach (%) Avg Total OOH TV Live Total OOH + TV Live Internet Total OOH + Internet Mobile App/Web Total OOH Social Total OOH Radio Total OOH + Mobile Networking + Social Media + App/Web Networking Radio Reported time: 6AM-12AM 38

39 Adding Billboards To Other Media Can Potentially Increases Reach By Up To 300% % +65% +303% +203% +41% 80 Avg. Da ay Reach (%) Billboards Live TV Billboards + Live TV Internet Billboards + Internet Mobile App/Web Billboards + Social Billboards + Mobile Networking Social App/Web Networking Radio Billboards + Radio Reported time: 6AM-12AM 39

40 TV And Billboards Impacts Reach Throughout The Day 50 Billboards + Live TV 40 Avg. Day Reach (%) Billboards Live TV Billboards +Live TV

41 Billboards And Internet Together More Than Double Afternoon Reach 30 Billboards + Internet 25 Avg. Day Reach (%) Billboards Internet Billboards + Internet

42 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

43 Adding Billboards to Social Networking Increases Reach by 200% 30 Billboards + Social Networking 25 Avg. Day Reach (%) Billboards Social Networking Billboards + Social Networking

44 Billboards And Radio Increases Afternoon Reach By 70% 30 Billboards + Radio 25 Avg. Day Reach (%) Billboards Radio Billboards + Radio

45 Strategic Addition of Alternative To Other Media Can Potentially Increase Exposure By Up To 148% % +22% % Avg. Day Reach (%) % +100% 20 0 Alternative TV Alternative Internet Alternative Mobile Alternative Social Alternative + TV + Internet + Mobile Networking + Social App/Web Networking Radio Alternative + Radio Reported time: 6AM-12AM 45

46 Adding Alternative To Live TV Increases Exposure 50 Alternative + TV 40 Avg. Day Reach (%) Alternative TV Alternative + TV

47 Alternative Adds 30% Reach To Internet 20 Alternative + Internet 15 Avg. Day Reach (%) 10 Alternative Internet Alternative + Internet

48 Alternative Supplements Flat Media Reach Throughout The Day 9.0 Alternative + Mobile Avg. Da ay Reach (%) Alternative Mobile App/Web Alternative + Mobile App/Web

49 Alternative Supplements Flat Media Reach Throughout The Day Alternative + Social Networking 10 8 Avg. Day Reach (%) Alternative Social Networking Alternative + Social Networking 0 49

50 Alternative Adds 20% Reach To Radio 20 Alternative + Radio 15 Avg. Day Reach (%) 10 Alternative Radio Alternative + Radio

51 Adding Transit To Other Media Increases Reach % % +298% +200% +41% Day Reach (%) Avg Transit* Live TV Transit* + Live TV Internet Transit* + Internet Mobile App/Web Transit* + Mobile App/Web Social Transit* + Networking Social Networking Radio Transit* + Radio 51

52 Adding Transit To Live TV Increases Exposure 50 Transit + Live TV 40 Reach (%) Avg. Day Transit Live TV Transit + Live TV

53 Adding Transit To Internet Increases Exposure 20 Transit + Internet 15 Reach (%) Avg. Day 10 Transit Internet Transit + Internet

54 Transit Adds Almost 300% Reach To Mobile App/Web 10 Transit + Mobile App/Web 8 Reach (%) Avg. Day 6 4 Transit Mobile App/Web Transit + Mobile App/Web

55 Transit Adds 200% Reach To Social Networking Transit + Social Networking 10 8 Avg. Day Reach (%) 6 4 Transit Social Networking Transit + Social Networking

56 Adding Transit To Radio Increases Exposure 20 Transit + Radio 15 Reach (%) Avg. Day 10 Transit Radio Transit + Radio

57 Adding Street Furniture To Other Media Can Potentially Increase Reach By Almost 100% % % +14% Avg. Da ay Reach (%) % +66% 20 0 Street Furniture Live TV Street Furniture + Live TV Internet Street Furniture + Internet Mobile App/Web Street Social Street Furniture + Networking Furniture + Mobile Social App/Web Networking Radio Street Furniture + Radio Reported time: 6AM-12AM 57

58 Adding Street Furniture To Live TV Increases Exposure 50 Street Furniture + Live TV 40 Avg. Day Reach (%) Street Furniture Live TV Street Furniture + Live TV

59 Street Furniture Adds Over 20% Reach To Internet 20 Street Furniture + Internet 15 Avg. Day Reach (%) 10 Street Furniture Internet Street Furniture + Internet

60 Street Furniture Almost Doubles the Reach To Internet 10 Street Furniture + Mobile App/Web 8 Avg. Day Reach (%) 6 4 Street Furniture Mobile App/Web Street Furniture + Mobile App/Web

61 Street Furniture Compliments Social Networking Reach 10 Street Furniture + Social Networking 8 Avg. Day Reach (%) 6 4 Street Furniture Social Networking Street Furniture + Social Networking

62 Street Furniture Adds Over 15% Reach To Radio 20 Street Furniture + Radio 15 Avg. Day Reach (%) 10 Street Furniture Radio Street Furniture + Radio

63 Consumers Experience OOH Media In Very Positive Mindsets 63

64 Emotional Index Of OOH Audiences To Live TV % of OOH Audience Index to TV 120 Confident Relieved Index 100 Happy Hopeful Angry 80 Bored Reported time: 6AM-12AM

65 Emotional Index Of OOH Audiences To Radio % of OOH Audience Index to Radio 140 Relieved Excited Loving 120 Hopeful Happy Confident In ndex Reported time: 6AM-12AM

66 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 Reported time: 6AM-12AM

67 Emotional Index Of Billboard Audiences To Live TV % of Billboard Audience Index to TV 120 Index To Live TV In ndex 100 Excited Confident Happy 80 Sad 60 Bored 67 Reported time: 6AM-12AM

68 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 Reported time: 6AM-12AM

69 Emotional Index Of Billboard Audiences To Radio % of Billboard Audience Index to Radio 120 Loving Index To Radio Excited Relieved Happy Hopeful Confident Bored 69 Reported time: 6AM-12AM

70 Alternative Has Far Fewer Percent Of Its Audience Feeling Negative Than Live TV % Frustrated % Bored % Overwhelmed % Worried % Angry % Sad Only 5% of Alternative audiences are bored vs. 15% of Live TV audiences who feel the same way Alternative Live TV Reported time: 6AM-12AM

71 Emotional Index Of Alternative Audiences To Live TV % of Alternative Audience Index to TV 120 Index To Live TV 100 Index 80 Frustrated 60 Overwhelmed Angry Worried Bored Sad Reported time: 6AM-12AM 71

72 Alternative Audience Is Also Less Negative Than Radio Audience 30 % Frustrated % Bored % Overwhelmed % Worried % Angry % Sad Only 8% of Alternative audiences are frustrated vs. 16% of Radio audiences who feel the same way Alternative Radio Reported time: 6AM-12AM

73 Emotional Index Of Alternative Audiences To Radio % of Alternative Audience Index to Radio 120 Index To Radio 100 Happy Index Overwhelmed Worried Angry Bored Sad Frustrated Reported time: 6AM-12AM

74 Fewer Transit Audiences Are Frustrated And Bored Than Live TV Audiences 30 % Confident % Frustrated % Bored % Overwhelmed % Angry % Sad 14% of Live TV Audiences feel frustrated compared to 10% of Transit Audiences Transit Live TV Reported time: 6AM-12AM

75 Emotional Index Of Transit Audiences To Live TV % of Transit Audience Index to TV 120 Index To Live TV Index 100 Confident 80 Overwhelmed Sad Angry Frustrated Bored Reported time: 6AM-12AM

76 Fewer Transit Audiences Are Frustrated And Bored Than Radio Audiences 30 % Relieved % Loving % Frustrated % Overwhelmed 16% of Radio Audiences feel frustrated; 11% of Transit Transit Radio Reported time: 6AM-12AM

77 Emotional Index Of Transit Audiences To Radio % of Transit Audience Index to Radio 120 Index To Radio Loving 100 Relieved 80 Overwhelmed Frustrated Reported time: 6AM-12AM

78 Street Furniture Audiences Are Far Less Bored Than Live TV Audiences % Frustrated % Bored % Overwhelmed % Worried % Angry % Sad Only 6% of Street Furniture audiences are Bored vs. 15% of Live TV audiences who feel the same way Street Furniture Live TV Reported time: 6AM-12AM

79 Emotional Index Of Street Furniture Audiences To Live TV % of Street Furniture Audience Index to TV 120 Index To Live TV 100 Index 80 Overwhelmed Frustrated 60 Angry gy Worried 40 Sad Bored 79 Reported time: 6AM-12AM

80 Street Furniture Audiences Are Far Less Bored Than Radio Audiences 30 % Frustrated % Bored % Overwhelmed % Worried % Angry % Sad 20 Only 6% of Street Furniture audiences are Bored vs. 8% of Radio audiences who feel the same way Street Furniture Radio Reported time: 6AM-12AM

81 Emotional Index Of Street Furniture Audiences To Radio % of Street Furniture Audience Index to Radio 120 Index To Radio 100 Index Angry Overwhelmed Worried Sad Frustrated Bored oed Reported time: 6AM-12AM

82 OOH Offers Strategic Cross-Platform And Promotional Opportunity With Other Media Within The Same Half-hour 82

83 OOH Media Are Strategic Additions To Radio And Mobile To Complement Messaging 100% % of OOH Audience Also Using Other Media In the Same Half-hour 80% 60% 40% 61 20% 0% Radio Mobile Talk Mobile Live TV s Internet Text/App/Web Reported time: 6AM-12AM Note: The US Census Bureau estimates that the average commute time is 25.1 minutes. 83

84 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% Radio Mobile Talk Mobile Live TV s Internet Text/App/Web Reported time: 6AM-12AM Note: The US Census Bureau estimates that the average commute time is 25.1 minutes. 84

85 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 Live TV s Internet Text/App/Web A18-34 Reported time: 6AM-12AM Note: The US Census Bureau estimates that the average commute time is 25.1 minutes. 85

86 Radio And Mobile Are Used Most Commonly Within The Same Half-hour While Consumers Are Exposed To Billboards 100% % of Billboards Audience Also Using Other Media In the Same Half-hour, HHI$75K+ 80% 60% 40% 71 20% % Radio Mobile Talk Mobile s TV Live Internet Text/App/Web HHI$75K+ Reported time: 6AM-12AM 86

87 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.

88 Radio Is Used, Within The Same Half- hour, With OOH Alternative 100% % of Alternative Audience Also Using Other Media In the Same Half-hour 80% 60% 40% 20% 0% Radio Mobile Talk Mobile Live TV s Internet Text/App/Web Reported time: 6AM-12AM 88

89 Increase Of Mobile Usage Within The Same Half-hour For The Younger Group 100% % of Alternative Audience Also Using Other Media In the Same Half-hour 80% 60% 40% 20% 0% Radio Mobile Mobile Talk Live TV Social Networking s Text/App/Web A18-34 Reported time: 6AM-12AM 89

90 Radio Is Used, Within The Same Half- hour, With OOH Alternative % of Alternative Audience Also Using Other Media In the Same Half-hour, HHI$75K+ 100% 80% 60% 40% 20% 0% Radio Mobile Talk Mobile TV Live s Internet Text/App/Web 11 HHI$75K+ Reported time: 6AM-12AM

91 Radio Is Used, Within The Same Half-hour, With OOH Alternative % of Alternate Audience Also Using Other Media in the Same Half-hour 100% 80% 60% 40% 20% 22% 0% AM/FM 14% Mobile Text/App/Web 12% 11% 4% 4% 3% Mobile Talk Live TV Internet Print W18-64 Reported time: 6AM-12AM

92 Radio And Mobile Talk Are Used, Within The Same Half-hour, With OOH Transit 100% % of Transit Audience Also Using Other Media In the Same Half-hour 80% 60% 40% 20% 0% Radio Mobile Talk Mobile Print Internet s Text/App/Web Reported time: 6AM-12AM 92

93 Within The Same Half-hour Usage Of Mobile Text/App/Web, Social Networking Get Bigger For The Younger Group 100% % of Transit Audience Also Using Other Media In the Same Half-hour 80% 60% 40% 20% 0% Mobile Mobile Talk Radio Social Networking Internet s Text/App/Web A18-34 Reported time: 6AM-12AM 9 93

94 Radio And Mobile Talk Are Used, Within The Same Half-hour, With OOH Transit % of Transit Audience Also Using Other Media In the Same Half-hour, HHI$75K+ 100% 80% 60% 40% 20% 0% Radio Mobile s Mobile Talk Print Internet Text/App/Web HHI$75K+ Reported time: 6AM-12AM 11 94

95 Radio Is Used, Within The Same Half- hour, With OOH Street Furniture 100% % of Street Furniture Audience Also Using Other Media In the Same Half-hour 80% 60% 40% 20% % Radio Mobile Talk Mobile s TV Live Internet Text/App/Web Reported time: 6AM-12AM 95

96 Radio And Mobile Talk are Used, Within The Same Half-hour, With OOH Transit % of Transit Audience Also Using Other Media in the Same Half-hour 100% 80% 60% 58% 40% 20% 0% 20% 16% AM/FM Mobile Talk Mobile Text/App/Web 7% 12% 4% 8% Live TV Internet Print W18-64 Reported time: 6AM-12AM

97 Increase Of Mobile, Within The Same Half-hour, For The Younger Group, While Exposed To Street Furniture 100% % of Street Furniture Audience Also Using Other Media In the Same Half-hour 80% 60% 40% 20% % Radio Mobile Mobile Talk Social Networking Internet s Text/App/Web A18-34 Reported time: 6AM-12AM 97

98 Radio Is Used, Within The Same Half- hour, With OOH Street t Furniture % of Street Furniture Audience Also Using Other Media In the Same Half-hour, HHI$75K+ 100% 80% 60% 40% 20% 35 0% Radio Mobile Talk Mobile s Print Internet Text/App/Web HHI$75K+ Reported time: 6AM-12AM 98

99 Radio Is Used, Within The Same Half-hour, With OOH Street Furniture % of Street Furniture Audience Also Using Other Media in the Same Half-hour 100% 80% 60% 40% 20% 24% 17% 17% 6% 5% 5% 4% 0% AM/FM Mobile Text/App/Web Mobile Talk Live TV Internet Print W18-64 Reported time: 6AM-12AM

100 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 100