1. The Attention Economy Quantitative Research Results New Zealand

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

3. OUTDOOR’S PROPOSITION
ALERT
POSITIVITY
ATTENTION
AD 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
THIS POSITIVITY, INFLUENCES THEIR ATTENTION AND DRIVES THEIR BEHAVIOUR - MORE LIKELY TO PAY ATTENTION AND LESS LIKLEY TO ACTIVELY AVOID OUTDOOR ADVERTISING
THESE THINGS COMBINE TO CONVERT LESS TIME SPENT WITH THE MEDIUM INTO NOTABLY HIGH AD RECALL
Simple Formula
Outdoor has the ability to reach and impact large audiences at scale
The fact is, people spend a lot of time outside of their home – and when they do, they’re generally in an ATTENTIVE mood state (ALERT, ACTIVE, INTERESTED, IMPULSIVE) primed and ready for receiving messages – such as advertising.
People generally feel positive about advertising on outdoor platforms, which tends have a halo effect on their behaviour – 1. Making them more likely to Pay Attention and 2. less likely actively avoid advertising on the platform
All these things combine to ensure that people notice and recall outdoor advertising very strongly
Source: Millward Brown & APN Outdoor Attention Economy Study 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
Summary of findings
Source: Millward Brown & APN Outdoor Attention Economy Study 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 hrs 11 mins
2 hrs. 52 mins
AVERAGE WEEKDAY
1 hr. 57 mins
AVERAGE WEEKEND
People spend a lot of time outside, giving Outdoor plenty of opportunities to reach and impact audience through advertising
90% of people have travelled within the CBD of their home city in the past two months
In comparison to time spent with other media, Outdoor ranks #3
AVERAGE WEEK
Source: Millward Brown & APN Outdoor Attention Economy Study New Zealand Results

6. AT HOME OUT OF THE HOME RELAXED ALERT SLEEPY ACTIVE CALM IMPULSIVE
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%]
Q10 Which of the following emotions/moods would you associate most with being at home and which would you associate most with being out and about?
Out of home: Attentive mood states Alert Active Impulsive
In the Home: Passive mood states Calm, Sleepy, Relaxed
For obvious reasons these mood states are a massive positive for Outdoor advertisers and the type of mindset they will reach in an Outsider audience
‘Outsiders’ are a primed (alert and attentive) audience ready to receive content/brand information
Advertisers need to harness that attentiveness and turn it into an audience for brand messages
MY TIME
INTERESTED
[84%]
[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
Q13 How would you characterize your attitude towards advertising in each of the following media?
% Net positive about advertising in this medium *average of 11 different formats - prompted
When it came to peoples feelings or attitudes towards media advertising platforms –
Overall people felt positive about all off line ad media platforms including outdoor ads and quite negative towards online advertising platforms, especially on their mobile/tablet
Why does this matter…
Evidence shows (and so will our results) that this ‘Positivity’ has a halo effect on the advertisers ability to ‘cut through’ and be recalled by its audience
The study also revealed that –
Younger metropolitan audiences are more likely to be positive towards outdoor
Source: Millward Brown & APN Outdoor Attention Economy Study New Zealand Results

8. OUTDOOR ADS ARE THE LEAST AVOIDED
Q14 Advertising in which of these media do you actively choose to avoid?
*Any one or more of 11 different formats – prompted
The way people feel about specific ad media platforms is very strongly reflected in their behaviour of actively avoiding it
For example – their negativity towards online advertising platforms, especially on their mobile/tablet – was strongly reflected in the active avoidance of ads on the platform
Concerning that there is such rapid ad spend growth , despite the very strong rejection of advertising on this platform
Outdoor is the least avoided advertising platform – most likely due to its non intrusive nature.
As an advertising platform – outdoor is unimposing, almost invited by the audience at their leisure as they often seek to be entertained /fill the gap
Source: Millward Brown & APN Outdoor Attention Economy Study New Zealand Results

9. outdoor is up there with TV and online for ad recall
Q12 In which of these places have you seen, heard or read any advertising in the past week. And question 6a/6b for time spent with medium.
*Any one or more of 11 different formats – prompted
Outdoor advertisings ability to cut through, is just as good (even better than online)
Source: Millward Brown & APN Outdoor Attention Economy Study New Zealand Results

10. Outdoor converts more efficiently
conversion = Time spent with media vs. ad recall
Q12 In which of these places have you seen, heard or read any advertising in the past week. And question 6a/6b for time spent with medium.
*Any one or more of 11 different formats – prompted
Levels of ad recall is among the highest for Outdoor, despite lower levels of time spent with the medium (compared to TV and Online)
Outdoors ability to convert less time spent outside in comparison to the time people spend watching TV (10 hrs. less) into the same high ad recall – demonstrates its efficiency and its ability to cut through and impact audience
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
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]
MALE
18-39
AUCKLAND
UNIVERSITY EDUCATED
96% of people go outside
As we’ve already uncovered. Outdoor advertising reaches a large and broad section of the community - we like to call them ‘The Outsiders’
This means Outdoor has the potential to reach EVERYBODY
Airport visitors P7D
Audience profile:
HEAVY male skew
Skew towards 18-39
AB/C socio-economic skew, higher levels of education
Lighter watchers of FTA, but heavier watchers of STV
More likely to physically engage with an outdoor ad
Heavier consumers of all ‘portable’ media including social, mobile and print – presumably related to doing that during dwell time.
They are also enthusiastic consumers:
more likely to: drink more alcohol (of any type);
more likely to shop online
be in the market for or change of telco;
spend more on personal entertainment;
AB/C
LIGHT FTA VIEWERS
HEAVY FTA VIEWERS
HEAVY CONSUMERS OF PORTABLE MEDIA
AIRPORT VISITORS PROFILE BASED ON AUDIENCE SKEWS COMPARED TO THE POPULATION IN NZ
However, certain outdoor environments have the ability reach and impact a very targeted audience.
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
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 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
Different markets exhibit different behaviours when it comes to the way people move or travel around them
This behaviour can impact where and which formats/platforms are best suited to reach and impact them
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. 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
APN Outdoors's key formats are well positioned in market and each have different strengths
A more strategic approach should be considered, rather than a ‘one size fits all’ when planning campaigns
HIGH AD RECALL [62%]
REACH A TARGETED AUDIENCE
[WHITE COLLAR, MALES , ]
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 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
Q6a/6b Thinking about the last week or two, roughly how long did you spend doing these activities on a typical day during the week/at the weekend? (Aggregated into weekly hours)
People spend a lot of time outside, giving Outdoor plenty of opportunities to reach and impact audience through advertising
On average across all media time spent with TV still dominates, however outdoor has a huge opportunity to influence (after TV and Online Media)
In comparison to time spent with other media, Outdoor ranks #3
90% of people have travelled within the CBD of their home city in the past two months
Source: Millward Brown & APN Outdoor Attention Economy Study New Zealand Results

17. OUT OF THE HOME AT HOME When people are outside THEY Are alert
READY TO RECEIVE COMMUNICATION/BRAND MESSAGES
OUT OF THE HOME
Q10 Which of the following emotions/moods would you associate most with being at home and which would you associate most with being out and about?
Out of home: Attentive mood states Alert Active Impulsive
In the Home: Passive mood states Calm, Sleepy, Relaxed
For obvious reasons these mood states are a massive positive for Outdoor advertisers and the type of mindset they will reach in an Outsider audience
Outsiders are a primed (alert and attentive) audience ready to receive content/information
Advertisers need to harness that attentiveness and turn it into an audience for brand messages
AT HOME
Source: Millward Brown & APN Outdoor Attention Economy Study New Zealand Results