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The Attention Economy Quantitative Research Results New Zealand 1.

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Presentation on theme: "The Attention Economy Quantitative Research Results New Zealand 1."— Presentation transcript:

1 The Attention Economy Quantitative Research Results New Zealand 1

2 “MARKETING IS A CONTEST FOR PEOPLE’S ATTENTION” -SETH GODIN

3 ALERT POSITIVITY ATTENTIONAD RECALL 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 THIS POSITIVITY, INFLUENCES THEIR ATTENTION AND DRIVES THEIR BEHAVIOUR - MORE LIKELY TO PAY ATTENTION AND LESS LIKLEY TO ACTIVELY AVOID OUTDOOR ADVERTISING OUTDOOR’S PROPOSITION Source: Millward Brown & APN Outdoor Attention Economy Study New Zealand Results

4 KEY FINDINGS 1.People spend a lot of time outside 2.When people are outside they are alert 3.People generally feel quite positive towards ads on outdoor formats 4.Outdoor ads are the least avoided 5.Outdoor is up there with TV and Online for Ad Recall 6.Outdoor converts more efficiently 7.Outdoor has the ability to reach a large audience, as well as a targeted audience 8.Outdoor is complimentary to most other media due to the way it is consumed 9.Different markets exhibit slightly different behaviours 10.Different formats have different strengths Source: Millward Brown & APN Outdoor Attention Economy Study New Zealand Results

5 2 hrs. 52 mins 1 hr. 57 mins AVERAGE WEEKDAY AVERAGE WEEKEND 18 hrs 11 mins AVERAGE WEEK Across an average 19 individual journeys per week PEOPLE SPEND A LOT OF TIME TRAVELLING OUTSIDE GIVING OUTDOOR A HUGE OPPORTUNITY TO REACH AND IMPACT AUDIENCE TIME SPENT TRAVELLING Source: Millward Brown & APN Outdoor Attention Economy Study New Zealand Results

6 OUT OF THE HOMEAT HOME ALERT ACTIVE IMPULSIVE INTERESTED RELAXED SLEEPY CALM MY TIME READY TO RECEIVE COMMUNICATION/BRAND MESSAGES WHEN PEOPLE ARE OUTSIDE THEY ARE ALERT [88%] [91%] [87%] [84%] [77%] [82%] [68%] [63%] TOP 4 MOODS ASSOCIATED WITH EACH ENVIRONMENT Source: Millward Brown & APN Outdoor Attention Economy Study New Zealand Results

7 OVERALL PEOPLE ARE QUITE POSITIVE TOWARDS OUTDOOR ADVERTISING Source: Millward Brown & APN Outdoor Attention Economy Study New Zealand Results

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

9 OUTDOOR IS UP THERE WITH TV AND ONLINE FOR AD RECALL Source: Millward Brown & APN Outdoor Attention Economy Study New Zealand Results

10 CONVERSION = TIME SPENT WITH MEDIA VS. AD RECALL OUTDOOR CONVERTS MORE EFFICIENTLY Source: Millward Brown & APN Outdoor Attention Economy Study New Zealand Results

11 OUTDOOR HAS THE ABILITY TO REACH A BROAD AUDIENCE… AS WELL AS A TARGETED AUDIENCE 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] ie AIRPORT VISITORS MALE AUCKLAND UNIVERSITY EDUCATED AB/C LIGHT FTA VIEWERS HEAVY FTA VIEWERS HEAVY CONSUMERS OF PORTABLE MEDIA However, certain outdoor environments have the ability reach and impact a very targeted audience. AIRPORT VISITORS PROFILE BASED ON AUDIENCE SKEWS COMPARED TO THE POPULATION IN NZ Source: Millward Brown & APN Outdoor Attention Economy Study New Zealand Results

12 OUTDOOR IS COMPLIMENTARY TO MOST OTHER MEDIA DUE TO THE WAY IT IS CONSUMED WEEKDAY WEEKEN D 60% of people are typically outside of their homes from 8am to 5pm on a weekday 40% of people are typically outside of their homes from 9am to 5pm on a weekday 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. Source: Millward Brown & APN Outdoor Attention Economy Study 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 New Zealand Results

14 MEMORABLEMEMORABLE NOTICEABILTYNOTICEABILTY BETTER AT ATTRACTING ATTENTIONBETTER AT ATTRACTING ATTENTION HIGH AD RECALL [62%]HIGH AD RECALL [62%] REACH A TARGETED AUDIENCEREACH A TARGETED AUDIENCE [WHITE COLLAR, MALES, ] [WHITE COLLAR, MALES, ] HIGH MOBILE/SMART PHONE USAGEHIGH MOBILE/SMART PHONE USAGE HIGH DWELL TIMEHIGH DWELL TIME DEEPER AUDIENCE ENGAGEMENTDEEPER AUDIENCE ENGAGEMENT PERCEIVED AS DIFFERENTPERCEIVED AS DIFFERENT SETS TRENDSSETS TRENDS MAKES BRANDS STAND OUTMAKES BRANDS STAND OUT HIGH AD RECALL [61%]HIGH AD RECALL [61%] MOST NOTICEABLE FORMATMOST NOTICEABLE FORMAT BRAND FAMEBRAND FAME IMPACT + SCALEIMPACT + SCALE REACH A LARGE AND ALERT AUDIENCEREACH A LARGE AND ALERT AUDIENCE DIFFERENT FORMATS, DIFFERENT STRENGTHS DIGITAL BILLBOARDS AIRPORT FORMATS INTERACTIVE ZONES LARGE FORMAT BILLBOARD Source: Millward Brown & APN Outdoor Attention Economy Study New Zealand Results

15 APPENDIX

16 FTA 17.7 STV 10.5 PEOPLE SPEND A LOT OF TIME TRAVELLING OUTSIDE GIVING OUTDOOR A HUGE OPPORTUNITY TO REACH AND IMPACT Source: Millward Brown & APN Outdoor Attention Economy Study New Zealand Results

17 AT HOME OUT OF THE HOME READY TO RECEIVE COMMUNICATION/BRAND MESSAGES WHEN PEOPLE ARE OUTSIDE THEY ARE ALERT Source: Millward Brown & APN Outdoor Attention Economy Study New Zealand Results

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