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The Attention Economy Quantitative Research Results New Zealand

The Attention Economy Quantitative Research Results New Zealand. “Marketing is a contest for people’s attention” - seth godin. OUTDOOR’S PROPOSITION. ATTENTION. AD RECALL. ALERT. POSITIVITY.

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The Attention Economy Quantitative Research Results New Zealand

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  1. The Attention EconomyQuantitative Research Results New Zealand

  2. “Marketing is a contest for people’s attention”-sethgodin

  3. OUTDOOR’S PROPOSITION ATTENTION AD RECALL ALERT POSITIVITY THIS POSITIVITY, INFLUENCES THEIR ATTENTION AND DRIVES THEIR BEHAVIOUR - MORE LIKELY TO PAY ATTENTION AND LESS LIKLEY TO ACTIVELY AVOID OUTDOOR ADVERTISING PEOPLE TEND TO BE IN AN ALERT AND ATTENTIVE STATE OF MIND WHEN THEY ARE TRAVELLING OUTSIDE OF THE HOME DUE TO ITS NON INTRUSIVE NATURE, PEOPLE GENERALLY FEEL QUITE POSITIVE TOWARDS OUTDOOR ADVERTISING THESE THINGS COMBINE TO CONVERT LESS TIME SPENT WITH THE MEDIUM INTO NOTABLY HIGH AD RECALL Source: Millward Brown & APN Outdoor Attention Economy Study 2014. New Zealand Results

  4. KEY FINDINGS • People spend a lot of time outside • When people are outside they are alert • People generally feel quite positive towards ads on outdoor formats • Outdoor ads are the least avoided • Outdoor is up there with TV and Online for Ad Recall • Outdoor converts more efficiently • Outdoor has the ability to reach a large audience, as well as a targeted audience • Outdoor is complimentary to most other media due to the way it is consumed • Different markets exhibit slightly different behaviours • Different formats have different strengths Source: Millward Brown & APN Outdoor Attention Economy Study 2014. New Zealand Results

  5. People spend a lot of time TRAVELLING outside GIVING OUTDOOR A HUGE OPPORTUNITY TO REACH AND IMPACT AUDIENCE TIME SPENT TRAVELLING Across an average 19 individual journeys per week 18 hrs11 mins 2 hrs. 52 mins AVERAGE WEEKDAY 1 hr. 57 mins AVERAGE WEEKEND AVERAGE WEEK Source: Millward Brown & APN Outdoor Attention Economy Study 2014. New Zealand Results

  6. When people are outside THEY Are alert READY TO RECEIVE COMMUNICATION/BRAND MESSAGES AT HOME OUT OF THE HOME RELAXED ALERT [91%] [82%] SLEEPY ACTIVE [88%] [77%] CALM IMPULSIVE [87%] [68%] MY TIME INTERESTED [84%] [63%] TOP 4 MOODS ASSOCIATED WITH EACH ENVIRONMENT Source: Millward Brown & APN Outdoor Attention Economy Study 2014. New Zealand Results

  7. Overall people are quite positive towardsoutdoor advertising Source: Millward Brown & APN Outdoor Attention Economy Study 2014. New Zealand Results

  8. OUTDOOR ADS ARE THE LEAST AVOIDED Source: Millward Brown & APN Outdoor Attention Economy Study 2014. New Zealand Results

  9. outdoor is up there with TV and online for ad recall Source: Millward Brown & APN Outdoor Attention Economy Study 2014. New Zealand Results

  10. Outdoor converts more efficiently conversion = Time spent with media vs. ad recall Source: Millward Brown & APN Outdoor Attention Economy Study 2014. New Zealand Results

  11. Outdoor has the ability to reach A BROAD AUDIENCE… as well as A targeted audience ie AIRPORT VISITORS OUTDOOR REACHES A LARGE AND BROAD SECTION OF THE COMMUNITY “OUTSIDERS” [PEOPLE WHO GO OUTSIDE] THESE PEOPLE ARE GENERALLY IN LINE WITH THE OVERALL POPULATION [DEMOGRAPHICALLY] 18-39 UNIVERSITY EDUCATED MALE AUCKLAND LIGHT FTA VIEWERS HEAVY CONSUMERS OF PORTABLE MEDIA AB/C HEAVY FTA VIEWERS AIRPORT VISITORS PROFILE BASED ON AUDIENCE SKEWS COMPARED TO THE POPULATION 14-64 IN NZ However, certain outdoor environments have the ability reach and impact a very targeted audience. Source: Millward Brown & APN Outdoor Attention Economy Study 2014. New Zealand Results

  12. Outdoor is complimentary to most other media due to the way it is consumed Some media (such as TV) only really have the opportunity to reach and impact people when they are inside, suggesting outdoor can have a complimentary relationship with most media. TV is a key example of a medium that is largely complimentary to outdoor due to the sharp contrast in the way they are each consumed. There are many case studies that demonstrate their synergistic benefits. We also know that when people are commuting on public transport, or waiting at the airport there is often high smartphone/mobile usage, suggesting a mobile/outdoor strategy could also be an effective way to prompt consumers to engage with a brand campaign. 60% of people are typically outside of their homes from 8am to 5pm on a weekday WEEKDAY 40% of people are typically outside of their homes from 9am to 5pm on a weekday WEEKEND Source: Millward Brown & APN Outdoor Attention Economy Study 2014. New Zealand Results

  13. different markets exhibit slightly different behaviours • AUCKLAND • Heavier viewers of TV • More of a skew towards families • Spend more time at the airport • Generally more positive and attentive towards advertising in general, including outdoor (this is common for big cities) • WELLINGTON • More likely to have travelled through the CBD • Spend more time walking or running, and less time in shopping centres • Listen to less radio and spend more time online or on their mobile phones • More likely to visit office blocks • CHRISTCHURCH • Light users of public transport • Spend a moderate amount of time driving or riding, usually in suburban areas or the CBD, less so on major roads • Lighter readers of newspapers/magazines Source: Millward Brown & APN Outdoor Attention Economy Study 2014. New Zealand Results

  14. Different formats, different strengths LARGE FORMAT BILLBOARD DIGITAL BILLBOARDS • HIGH AD RECALL [61%] • MOST NOTICEABLE FORMAT • BRAND FAME • IMPACT + SCALE • REACH A LARGE AND ALERT AUDIENCE • MEMORABLE • NOTICEABILTY • BETTER AT ATTRACTING ATTENTION AIRPORT FORMATS INTERACTIVE ZONES • HIGH AD RECALL [62%] • REACH A TARGETED AUDIENCE • [WHITE COLLAR, MALES , 30-39 ] • HIGH MOBILE/SMART PHONE USAGE • HIGH DWELL TIME • DEEPER AUDIENCE ENGAGEMENT • PERCEIVED AS DIFFERENT • SETS TRENDS • MAKES BRANDS STAND OUT Source: Millward Brown & APN Outdoor Attention Economy Study 2014. New Zealand Results

  15. APPENDIX

  16. People spend a lot of time TRAVELLING outside GIVING OUTDOOR A HUGE OPPORTUNITY TO REACH AND IMPACT STV 10.5 FTA 17.7 Source: Millward Brown & APN Outdoor Attention Economy Study 2014. New Zealand Results

  17. When people are outside THEY Are alert READY TO RECEIVE COMMUNICATION/BRAND MESSAGES OUT OF THE HOME AT HOME Source: Millward Brown & APN Outdoor Attention Economy Study 2014. New Zealand Results

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