Driving awareness and Desire TV OOH MEDIA USAGE Awareness Awareness Education Seek More Desire Trial Transaction Recommendation Share Loyalty Desire Source: Day in the Life Study, Research Now *Indexed to the average response % across all media usage categories for each media type oma.org.au moveoutdoor.com.au When we researched agency staff to get their opinions on Out-of-Home (OOH), they reported that more and more, OOH is seen not just as a way to remind people of a TVC, but it is actually being used to replace TV. This chart explains why that is, because consumers are also seeing Outdoor and TV playing similar roles in the path to purchase. So what this tells us is that there is an opportunity to use Outdoor more to build desire for brands and products. Source: Day in the Life Study, Research Now 2012/13 – 3,465 respondents recorded media consumption and activities across the day. Respondents were also asked to agree or disagree on a range of statements: Makes you aware of brands Gives you detailed information about the brand Helps you find more information about the brand Makes a brand look desirable Prompts you to try a brand Prompts you to purchase a brand Gives you an unbiased and trustworthy recommendation Helps you share or receive information about the brand Makes you loyal to a brand