OOH and Today’s Mobile Consumer - Link Media Outdoor · Mobile/Tablet/eReader Exposure by medium...

March 2015

OOH and Today’s Mobile Consumer

© 2015 RealityMineSource: USA TouchPoints, 2014.1

99% 96%

69%

15%

84%

75%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Any OOH Media Television AM/FM Radio Print Newspaper Computer Mobile/Tablet/eReader

% of Population Reached

OOH’S WEEKLY REACH OF 99% TOPS EVERY OTHER MEDIUM


19.6

25.9

9.1

2.2

14.9

7.6

0.0

5.0

10.0

15.0

20.0

25.0

30.0


Weekly Hours per User

CONSUMERS SPEND 19.6 HOURS PER WEEK WITH OOH –HIGHER THAN ANY MEDIUM OTHER THAN TV


57%

20%

48%

15% 16%

2%

15% 15%

0%

10%

20%

30%

40%

50%

60%

Exposure by medium hour before QSR visits

OOH REACHES CONSUMERS IN THE HOUR BEFORE 57% OF QSR VISITS


91%

71%

53%

14%18%

5% 6%

17%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Exposure by medium hour before mall visits(includes in-mall exposure prior to specific store shopping)

OOH REACHES CONSUMERS IN THE HOUR BEFORE 91% OF SHOPPING MALL VISITS


CONSUMERS REPORT “ACTION” RESPONSES IN THE SAME HALF-HOUR AS 22% OF OOH EXPOSURES

*Any Purchase, Seeking/Giving Purchase Recommendation, Purchase Decision, In-Store Shopping,e-Commerce, Online Search, Brand-Related Social Media Activity in Same Half-Hour


CONSUMERS REPORT “FEELING” RESPONSES IN THE SAME HALF-HOUR AS 82% OF OOH EXPOSURES

*Any Positive Emotion, Good Mood, Alertness, Purchase Consideration in Same Half-Hour


9%

39%

86%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Weekly Reach Action Feeling

Airport

% of Population % of Exposures

CONSUMERS AT AIRPORTS REPORT ACTION RESPONSES DURING 39% OF VISITS AND FEELING RESPONSES DURING 86% OF VISITS

Action: Any Purchase, Seeking/Giving Purchase Recommendation, Purchase Decision, In-Store Shopping, e-Commerce, Online Search, Brand-Related Social Media Activity in Same Half-HourFeeling: Any Positive Emotion, Good Mood, Alertness, Purchase Consideration in Same Half-Hour


11% 10%

71%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Weekly Reach Action Feeling

Bus/Subway/Train

% of Population % of Exposures

BUS/SUBWAY/TRAIN RIDERS REPORT ACTION RESPONSES DURING 10% OF EXPOSURES AND FEELING RESPONSES DURING 71% OF EXPOSURES

Action: Any Purchase, Seeking/Giving Purchase Recommendation, Purchase Decision, In-Store Shopping, e-Commerce, Online Search, Brand-Related Social Media Activity in Same Half-HourFeeling: Any Positive Emotion, Good Mood, Alertness, Purchase Consideration in Same Half-Hour


23%

8%

17%18%

5%

0%0%

5%

10%

15%

20%

25%

Any OOH Media Place Based Billboards/Transit/StreetFurniture

Television AM/FM Radio Print Newspaper

Exposure by medium during mobile online activity

OOH REACHES CONSUMERS IN THE SAME HALF-HOUR AS 23% OF ONLINE MOBILE ACTIVITY, MORE THAN ANY OTHER TRADITIONAL MEDIUM


42%

32%

21% 21%

6%

2%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%



Exposure by medium during mobile shopping activity

OOH REACHES CONSUMERS IN THE SAME HALF-HOUR AS 42% OF ONLINE SHOPPING ACTIVITY ON MOBILE


43%

23%

36%

27%

12%

3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%



Exposure by medium hour before mobile shopping activity

OOH REACHES CONSUMERS IN THE HOUR BEFORE 43% OF MOBILE SHOPPING ACTIVITY


32%

15%

25% 26%

9%

2%

0%

5%

10%

15%

20%

25%

30%

35%



Exposure by medium hour before mobile search activity

OOH REACHES CONSUMERS IN THE HOUR BEFORE 32% OF ALL MOBILE SEARCH ACTIVITY


28%

10%

23%

27%

8%

1%0%

5%

10%

15%

20%

25%

30%



Exposure by medium hour before mobile social media activity

OOH REACHES CONSUMERS IN THE HOUR BEFORE 28% OF MOBILE SOCIAL ACTIVITY


34%

20%

31%

34%

15%

7%

0%

5%

10%

15%

20%

25%

30%

35%

40%



Exposure by medium hour before brand-related* social media activity*Location-based services (checking in) or interacting with brands, products, services, celebrities,

personalities, fan pages, non-profits, charities, or cause-driven organizations

OOH REACHES CONSUMERS IN THE HOUR BEFORE 34% OF BRAND-RELATED SOCIAL MEDIA ACTIVITY


CONSUMERS REPORT POSITIVE EMOTIONS IN THE SAME HALF-HOUR AS 49% OF OOH EXPOSURES


CONSUMERS REPORT ALERTNESS IN THE SAME HALF-HOUR AS 52% OF OOH EXPOSURES


96%

77%

43%

2%10%

1% 1%7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Exposure by medium during in-store shopping activity

OOH REACHES CONSUMERS IN THE SAME HALF-HOUR AS 96% OF IN-STORE SHOPPING ACTIVITY


68%

46%

34%

6% 9%

0%

9% 8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Exposure by medium during purchase activity

OOH REACHES CONSUMERS IN THE SAME HALF-HOUR AS 68% OF PURCHASE ACTIVITY


43%

12%

8%

1%

16%

10%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%


Exposure by medium during any path to purchase* activity*giving/seeking purchase recommendation, purchase consideration, purchase decision, or purchase made

OOH REACHES CONSUMERS IN THE SAME HALF-HOUR AS 43% OF PATH TO PURCHASE ACTIVITIES


29%

12%

23%25%

14%

1%

0%

5%

10%

15%

20%

25%

30%

35%


Exposure by medium hour beforegiving/seeking purchase recommendation

OOH REACHES CONSUMERS IN THE HOUR BEFORE 29% OF PURCHASE RECOMMENDATIONS


19%

30%33%

68%

21%16% 16%

6%

9% 7% 7% 9%

1% 0% 0% 0%0%

10%

20%

30%

40%

50%

60%

70%

80%

Giving/Seeking PurchaseRecommendation

Purchase Consideration Purchase Decision Purchase Made

Exposure by medium during path to purchase activities:OOH & traditional media comparison

Any OOH Media Television AM/FM Radio Print Newspaper

OOH OUTPERFORMS TRADITIONAL MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES, DECIDE ON PURCHASES, AND MAKE PURCHASES


19%

30%33%

68%

23%19% 17%

9%

10% 12% 11%8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Giving/Seeking PurchaseRecommendation


Exposure by medium during path to purchase activities:OOH & online media comparison

Any OOH Media Computer Mobile/Tablet/eReader

OOH OUTPERFORMS ONLINE MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES, DECIDE ON PURCHASES, AND MAKE PURCHASES


29%

25%

48%

27%

29%

20%

12% 12%

22%

0% 0% 0%0%

10%

20%

30%

40%

50%

60%


Exposure by medium during Automotive path to purchase activities:OOH & traditional media comparison


OOH OUTPERFORMS TRADITIONAL MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES AND MAKE PURCHASES IN THE AUTOMOTIVE CATEGORY


29%25%

48%

14% 12%

7%10% 10%

7%0%

10%

20%

30%

40%

50%

60%


Exposure by medium during Automotive path to purchase activities:OOH & online media comparison


OOH OUTPERFORMS ONLINE MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES, DECIDE ON PURCHASES, AND MAKE PURCHASES IN THE AUTOMOTIVE CATEGORY


28%33%

60%

21% 19%

7%4% 3%

3%0% 0% 0%0%

10%

20%

30%

40%

50%

60%

70%


Exposure by medium during Fashion & Apparel path to purchase activities: OOH & traditional media comparison


OOH OUTPERFORMS TRADITIONAL MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES, DECIDE ON PURCHASES, AND MAKE PURCHASES IN THE FASHION & APPAREL CATEGORY


28%33%

60%

22%22%

17%

17%14% 13%

0%

10%

20%

30%

40%

50%

60%

70%


Exposure by medium during Fashion & Apparel path to purchase activities: OOH & online media comparison


OOH OUTPERFORMS ONLINE MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES, DECIDE ON PURCHASES, AND MAKE PURCHASES IN THE FASHION & APPAREL CATEGORY


36%

41%

57%

12% 11%

6%9% 9%

12%

0% 0% 0%0%

10%

20%

30%

40%

50%

60%


Exposure by medium during Fast Food path to purchase activities:OOH & traditional media comparison


OOH OUTPERFORMS TRADITIONAL MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES, DECIDE ON PURCHASES, AND MAKE PURCHASES IN THE FAST FOOD CATEGORY


36%

41%

57%

16%12%

5%11% 11%

11%

0%

10%

20%

30%

40%

50%

60%


Exposure by medium during Fast Food path to purchase activities:OOH & online media comparison


OOH OUTPERFORMS ONLINE MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES, DECIDE ON PURCHASES, AND MAKE PURCHASES IN THE FAST FOOD CATEGORY


28%

25%27%

22%24%

18%

5%3%

5%

0% 0% 0%0%

5%

10%

15%

20%

25%

30%


Exposure by medium during Mobile/Cellular Service path to purchase activities: OOH & traditional media comparison


OOH OUTPERFORMS TRADITIONAL MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES, DECIDE ON PURCHASES, AND MAKE PURCHASES IN THE MOBILE/CELLULAR SERVICE CATEGORY


28%

25%27%24%

17%

22%

15%

19%

28%

0%

5%

10%

15%

20%

25%

30%


Exposure by medium during Mobile/Cellular Service path to purchase activities: OOH & online media comparison


OOH OUTPERFORMS ONLINE MEDIA IN REACHING CONSUMERS IN THE SAME HALF-HOUR THEY CONSIDER PURCHASES AND DECIDE ON PURCHASES IN THE MOBILE/CELLULAR SERVICE CATEGORY

© 2015 RealityMine

Methodology & Terminology• Data is drawn from USA TouchPoints release 2014.1, which includes the following data:

• Sample of 1837 panelists participating for seven days

• Location, mode of transport, activity media behavior, purchase behavior, and emotional context were collected via smartphone eDiary at each half-hour throughout the day

• Results are projected to the US A18-64 population, excluding unacculturated Hispanics, via data fusion with the Fall 2013 release of MRI’s Survey of the American Consumer.

• “exposures”, “activity”, “visits”, “occasions” mean total half-hour periods in which the location/medium/activity/emotion was reported during the survey week

• “during” and “same half-hour” mean that the locations/media/activities/emotions were both reported at any point within the same half-hour period

• “before” and “previous hour” mean that one location/medium/activity/emotion was reported in either of the two half-hour periods before the half-hour period in which the other was reported

• Exposures for computer, mobile, and tablet/eReader are limited to online activities: email/web on computer, and email/web/apps on mobile/tablet/eReader

• OOH media is defined using eDairy locations, activities, and mode of transport according to the definitions on the following page

© 2015 RealityMine

OOH Media Definitions

Any OOH MediaActivity Entertainment (movie, concert or sporting event)Activity Traveling or commutingLocation AirportLocation Car or other travelingLocation Convenience storeLocation Grocery storeLocation Gym or health clubLocation MallLocation Medical FacilityLocation Office ElevatorLocation Other storeLocation Outdoors away from homeLocation Restaurant or bar

Place BasedActivity Entertainment (movie, concert or sporting event)Location Convenience storeLocation Grocery storeLocation Gym or health clubLocation MallLocation Medical FacilityLocation Office ElevatorLocation Other storeLocation Restaurant or bar

Billboards/Transit/Street FurnitureLocation AirportLocation Outdoors away from home

Mode of Transport BicycleMode of Transport Bus, subway, or trainMode of Transport Car or SUVMode of Transport MotorcycleMode of Transport TaxiMode of Transport TruckMode of Transport Walking

OOH and Today’s Mobile Consumer - Link Media Outdoor · Mobile/Tablet/eReader Exposure by medium...

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