Awareness of Advertising on Digital Screens in Elevators by Market

1
Engaging Elusive Targets
2
The Elusive Audience
3
2007 Nielsen Ad Share
81
Television 39
Newspaper 42
Radio 6
Mag 7
OOH 6
4
Consumers will continue to look for less
interrupted media experiences, and advertisers
will need new models that dont fall back on the
old interruption model

• Shane Steel, former Director for Interactive
  Marketing for Coca-Cola

5
A Day in The Life
DIL II Relevance and Impact of OOH vs. Other
Media
DIL I Time Spent Inside/Outside Home, Commuting
Habits, Shopping Behaviour
6
A Day in Life ll
Ipsos Online Panel Survey 3,346 respondents, age
12- 64 Survey Dates January 28 February 11,
2008 Markets Vancouver, Calgary, Edmonton,
Toronto, Montreal Weighting By gender and age
in each market and overall weight of each city
and total sample
7
Active Time Spent Outside the HomeGender
8
Active Time Spent Outside the HomeAge
Total Average of Hours 8.6
9
Active Time Spent Outside the HomeMarket
10
Consumers Perceived Amount of Advertising and
Attention Levels
Photo of media inside the home
11
OOH Media MeasuredIndoor
Airport Ads
Shopping Mall
Digital Screens in Elevators
College Universities
Health Fitness
Medical Waiting Room
Restos Bars
Store Dressing Room
Parking Lots
12
OOH Media MeasuredOutdoor
Billboards
Bus
Subway
Bus Shelter
13
Exposure to Advertising

• Exposure to Advertising in General

• Too Much Advertising
• Segmentation Breakout

14
Perceived Amount of Advertising by Medium
having too much advertising
Indoor 24 Outdoor 29
15
Perceived Amount of Advertisingby Indoor
Medium having too much advertising
16
Perceived Amount of Advertisingby Outdoor
Medium having too much advertising
17
Toronto Perceived Amount of Advertising by
Medium having too much advertising
Indoor 24 Outdoor 29
18
Montreal Perceived Amount of Advertising by
Medium having too much advertising
Indoor 24 Outdoor 29
19
Vancouver Perceived Amount of Advertising by
Medium having too much advertising
Indoor 24 Outdoor 29
20
Time Spent With Various Media
21
Time Spent Share of Weekly Media Exposure Total
Respondents
33 of total respondents weekly media time is
spent with OOH.
22
Time Spent Share of Weekly Media Exposure
Age
Exposure to OOH is similar for both age groups.
23
Advertising Avoidance
24
Advertising Avoidance having Always
Avoid/Often Avoid advertising
Indoor 53 Outdoor 47
25
Television Avoiders
51 of total respondents said they often or
always avoid TV advertising.
26
Television Time Spent vs. AvoidTime Spent
with Television versus Often/Always Avoid by Age
Source DIL I and DIL II
27
TV Avoiders who Always Avoid/Often Avoid TV
advertising
Often/Always Watch/Listen Other Media
Indoor 36 Outdoor 48
28
Decision Makers having Always Avoid/Often
Avoid TV advertising
Often/Always Watch/Listen Other Media
Often/Always Watch/Listen Other Media
Indoor 44 Outdoor 54
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
Source DIL I and DIL II
31
Newspaper Avoiders who Always Avoid/Often
Avoid Newspaper Advertising
Often/Always Watch/Listen Other Media
Indoor 34 Outdoor 48
32
Decision Makers having Always Avoid/Often
Avoid Newspaper advertising
Often/Always Watch/Listen Other Media
Often/Always Watch/Listen Other Media
Indoor 38 Outdoor 50
33
Internet Avoiders
73 of total respondents said they often or
always avoid Internet advertising.
34
Internet Time Spent vs. AvoidTime Spent with
Internet versus Often/Always Avoid by Age
Source DIL I and DIL II
35
Internet Avoiders having Always Avoid/Often
Avoid Internet advertising
Often/Always Watch/Listen
Indoor 38 Outdoor 52
36
Decision Makers having Always Avoid/Often
Avoid Internet advertising
Often/Always Watch/Listen Other Media
Often/Always Watch/Listen
Indoor 44 Outdoor 54
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
OOHs Influence Greater than Ad Spend
41
Media Efficiency
42
Media Contribution
43
US Ad Expenditures
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
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
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
todays 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
51
Leveraging Technology Driving Traffic to Web
52
OOH Digital Networks
53
OOH Digital Research
18 34 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!

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(No Transcript)
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Collage of creative

• Thank you

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Respondent Composition
63
Respondents Profile
Gender (Q.38) Among all respondents (n3346)

Are you ?
Age (Q.1) Among all respondents (n3346)

Into which of the following age groups do
you fall?
44
56
64
Respondents Profile
Occupation (Q.30) Among all respondents (n3346)



What is your current occupation?
Employment Status (Q.31) Among those who work
full time or part time (n2068)


What
statement best describes your own employment
status?
65
Respondents Profile
Going to School (Q.27) All respondents
(n3346) Do you currently attend a college or
university?
66
Respondents Profile
Marital Status(Q.34) Among all respondents
(n3346)
Are
you ?
Education (Q.33) Among all respondents (n3346)

What is the highest level of education you have
completed?
67
Respondents Profile
Language Spoken (Q.36) Among all respondents
(n3346)
Which language do you speak at least
conversationally, that is, well enough to
conduct a conversation?
Household Income (Q.37) Among all respondents
(n3346)
In which of the
following categories is the annual combined
before-tax income of all members of your
household?
68
Respondents Profile
Household Structure (Q.35) Among all respondents
(n3346)
How would you describe
your household structure?