USA Touch Points Full Study · Food Service Quick service restaurant Restaurant or bar Walking OtidOutside Retail ... Quick service restaurant Restaurant or bar Car or Truck Street

May 2012May 2012

What is USA TouchPoints?

• Rich multidimensional study of ’ d il liconsumers’ daily lives

• Captures behavior in real time, on a smartphone, helping marketers identify contextual factors that impact message receptivity

• High quality measurement of all media g q yfrom a single sample

• Identifies the sequence of media exposure in the full context of daily livesexposure in the full context of daily lives

• Innovative foundation for fusing other data sources

2

USA TouchPoints Syndicated Study Methodology

Ascribed to 21,000+ respondents of GfKMRI’s Survey of the American Consumer TM

y y gy

Administration: Performance rates checked, participant compliance ensured (calls made to participants if

GfK MRI Respondents

USA TouchPoints©

Diary

needed), monitoring flags analyzed

National probability sample of

2,000 adults 18-64 from

GfK MRI

Training call scheduled within

24 hours of recruitment

Participants: Entries collected over 10 days

Incentive, Thank Yous

Data Editing Rules

Applied

Recruitment & Training Survey After the Survey

GfK MRI Sample

collected over 10 days

3

What’s Measured?

Data Is Captured Every 30 Minutes Over 10 Days

Where With WhomActivities Media Emotions

4

Key Benefits of USA TouchPoints

Opportunity to increase Who they’re with

Media

Where they arey

advertising ROI by placing ads when and where consumers are likely to be

What they’re doing

Media

How they feelreceptive to the message …

What they re doing

When activities

How they feel

Whatthey buy, own, use

occurWhat kind of people they arey

5

In the right mood, with the right people, doing the right things in the right placethe right things, in the right place

5

While Consumers Are Away From Home, They’re Also Doing Things That Are Critical To Marketersg g

Look! Buy!

Th ’ U i Th ’ Th ’ Sh iThey’re Using Media And Being

Reached By

They’re Socializing And

Influencing Other

They’re Shopping and Making Purchasing

6

yMessages

gPeople Decisions

The Importance Of Being Away From Home To Consumers’ LivesFrom Home To Consumers’ Lives

7

‘Away From Home’Consumer DefinitionsConsumer Definitions

TravelingCar or truckCar or truckMotorcycleAirportAirplaneBicycle

Food ServiceQuick service restaurantRestaurant or bar

BicycleWalking

O t id RetailOutsideOutdoors away from home

RetailGrocery storeOther store or mall

Public TransportationBusSubway or train

GymGym or health clubSubway or train

Boat or ferryGym or health club

8

Most Americans interact every day with ‘away from home’ places & vehiclesaway from home places & vehicles…

9

Americans Are ‘Away From Home’y

Average Day

86%

80

100

60

Rea

ch (%

)

86%40

Avg

. Day

R

0

20

*

10

Away From HomeA18-64

Reported time: 6AM-12AM*Also includes ‘Away From My Workplace’

*

‘Away From Home’ Has A Large Impact on Consumers’ DaysImpact on Consumers’ Days

Average Day

On the average day, you can reach 80% of consumers Away From Home* Other

11

A18-64Reported time: 6AM-12AM

*Also includes ‘Away From My Workplace’

Peak Time for ‘Away From Home’ Is During the Afternoon

Away From Home* By Time Of Day

During the Afternoon

70

8010A-3P

3P-7P

each

(%)

40

50

60

7P-12A

Avg

. Day

Re

20

30Peak6A-10A

0

10

A18-64

12


Different Demo Groups Have Similar Patterns For When They’re ‘Away From Home’

30A 18‐64 A $75K+ A 18‐34 W 18‐64

While Away From Home* By Time of Day

20

25

%)

10

15

Avg.

Day

Rea

ch (%

5

10A

0


Americans Are ‘Away From Home’ on Weekday

Away From Home*

y yAnd Weekend a Similar Degree

88%

82%80

100

60

Rea

ch (%

)

40

Avg

. Day

R

0

20

Weekday Weekend

14



‘Away From Home’ Patterns Vary DramaticallyOn The Weekdays And Weekends

35A 18 64 A $75K+ A 18 34 W 18 64

35A 18 64 A $75K+ A 18 34 W 18 64

Away From Home* By Time Of Day -Weekday

Away From Home* By Time Of Day -Weekend

25

30

A 18‐64 A $75K+ A 18‐34 W 18‐64

25

30

A 18‐64 A $75K+ A 18‐34 W 18‐64

%)

%)

15

20

15

20

Avg.

Day

Rea

ch (%

Avg.

Day

Rea

ch (%

5

10

5

10

A A

0 0


Afternoon Is The Peak For ‘Away From Home’ O B th W kd A d W k dOn Both Weekdays And Weekends

Away From Home* By Time Of Day

40Weekday Weekend

20

30

Rea

ch (%

)

10

20

Avg

. Day

R

0

A18-64

16

* Away From Home: represents also ‘Away From My Workplace’

Most Americans interact every day with ‘away from home’ places & vehicles…

… and their ‘away from home’ opportunities vary by Placeopportunities vary by Place…

17

Consumer Definitions Of ‘Away From Home’y

TravelingCar or truckCar or truckMotorcycleAirportAirplaneBicycle

Food ServiceQuick service restaurantRestaurant or bar

BicycleWalking

O t id RetailOutsideOutdoors away from home

RetailGrocery storeOther store or mall

Public TransportationBusSubway or train

GymGym or health clubSubway or train

Boat or ferryGym or health club

18

Travel Dominates ‘Away From Home’ Experiences

Share of Consumers Away From Home* Share of Time Away From Home*

‘Away From Home’ Experiences

Outside

Gym4%

Public Transport

2%

Food Service10%

Gym3%

Public Transport

2%

Traveling

11%

Outside10%

Traveling48%

Food Service16%

Traveling62%

Retail13%

Retail19%

19



Different Places Have Different ReachBy Demographic

100 A18‐64 A$75K+ A18‐34 W18‐64

Away From Home* by Demo

70

80

90

$

%)

+8%

40

50

60

Avg.

Day

Rea

ch (%

+18%+14%

10

20

30

A

+51%

0Traveling Retail Food Service Outside Gym Public Transportation

Reported time: 6AM-12AM


On Weekends, ‘Away From Home’ Experiences Shift

Away From Home* Weekdays vs. Weekends

Away From Home Experiences Shift

Total Away From Home*

100

y yWeekday Weekend

100

Weekday Weekend

9%

60

80

60

80

ach

(%)

-9%

4040

Avg

. Day

Rea

+16%+10%

+27%

0

20

Traveling Retail Food Service Outside Gym Public0

20

Traveling Retail Food Service Outside Gym Public TransportationWeekday Weekend

21



While ‘Away From Home’, There Are Distinct Primetimes To Different Places20

Distinct Primetimes To Different Places

15

10

Day

Rea

ch (%

)

Traveling

Outside

Public Transportation

5

Avg

. D

p

Food Service

Retail

0

Gym

22

A18-64

While ‘Away From Home’, There Are Distinct Primetimes To Different Places

Primetime Coverage by PlaceThe staggered nature of

Primetimes suggests multiple placements are

Traveling

Outside


multiple placements are most effective for

maximum consumer exposure


Food Service

Retail

GGym

8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12

23

AM PMA18-64

Travel Opportunities Have Four Peaks On The Average Day

T li

On The Average Day “Four Prime Times”

Traveling

60

70

10A-3P

3P-7P

y R

each

(%)

40

50

10A-3P

Avg

. Day

20

30 6A-10A7P-12A

0

10

A18-64

24

Outside And Public Transportation Opportunities

Outside Public Transportation

Have Distinct Primetimes

14

16

10A-3P3P-7P

y R

each

(%)

8

10

12

Avg

. Day

4

6

8

6A-10A7P-12A

0

2

A18-64

25

Mid-Day Is Retail Primetime; Gym Peaks Slightly Mid-Morning And After Work

Retail Gym

Slightly Mid Morning And After Work

25

10A 3P

3P-7P

y R

each

(%)

15

20 10A-3P

Avg

. Day

5

10

7P-12A

0

56A-10A

A18-64

26

Unsurprisingly, Food Service Primetime Is Lunch/Dinner

Food Service

Is Lunch/Dinner

14

16

10A-3P3P-7P

y R

each

(%)

8

10

12 7P-12A

Avg

. Day

4

6

8

0

26A-10A

A18-64

27

… and their ‘away from home’ opportunities vary

Most Americans interact every day with ‘away from home’ places & vehicles…

offering valuable proximity to

y pp yby place…

…offering valuable proximity to important consumer activitiesp

28

While Consumers Are ‘Away From Home’, They’re Also Doing Things That Are Critical To Marketersg g

Look! Buy!

Th ’ U i Th ’ Th ’ Sh iThey’re Using Media And Being

Reached By

They’re Socializing And

Influencing

They’re Shopping and Making Purchasing

29

yMessages

gOthers Decisions

Media Use, Socializing, And Shopping Are The Most Common Consumers’ Activities While

‘Away From Home’% of People Engaged In Other Activities While Away From Home*

40

50 * Away From Home: represents also ‘Away From My Workplace’

20

30

0

10

30


Media Use, Socializing, And Shopping While ‘Away From Home’ Have Different

Using media Away From Home Socializing Away From Home Shopping Away From Home

yTime of Day Patterns

8

10

6

ay R

each

(%)

2

4

Avg

. Da

0

A18-64

31

OOH Marketplace OpportunitiesOOH Marketplace Opportunities

32

OOH Marketplace

OOH offers scale impact creativity and targeting• OOH offers scale, impact, creativity and targeting• Effectively and efficiently surround your audience• Variety of vehicles increases options• Strategic alignment whether in primary or secondary

role with other media • Stronger emotional touchpoint to messagingStronger emotional touchpoint to messaging

33

Marketplace Definitions Of OOHp

Billboards TransitBillboardsCar or truck (driver)Car or truck (passenger)Outside away from homeM t l

TransitWalkingBusSubway or trainBi lMotorcycle BicycleBoat or ferryAirportAirplaneC T k

AlternativeQuick service restaurantRestaurant or bar

Car or Truck

Street FurnitureGym or health clubGrocery storeHotel or motel

BusWalkingOther store or mall

34

Consumer Are Exposed To A Variety Of‘Away From Home’ Places‘Away From Home’ Places

35

OOH Media Average-Day Potential Reachg y

100Weekday Weekend

83 8280

84 8479 77

42

60

ay R

each

(%)

4442

28

40

Avg

. Da 41

28

44

28

0

20

Billb d Alt ti T it St t Billboards Alternative Transit Street Furniture

36


Billboards Alternative Transit Street Furniture

Billboards Alternative Transit Street Furniture

OOH Potential Media Opportunities Can SuperchargeOpportunities Can Supercharge

Media Plans

37

Adding OOH To Other Media Can

100

Potentially Increases Reach By Up To 300%+18%

+68%+316% +212% +45%

80

+316% %

60

Day

Rea

ch (%

)

20

40

Avg

.

0Total OOH TV Live Total OOH

+ TV LiveInternet Total OOH

+ Internet Mobile

App/WebTotal OOH + Mobile

Social Networking

Total OOH + Social

Radio Total OOH Media +

App/Web Networking Radio

38


Adding Billboards To Other Media CanPotentially Increases Reach By Up To 300%

+17%

80

100 +65%+303% +203% +41%

60

ay R

each

(%)

20

40

Avg

. Da

0Billboards Live TV Billboards +

Live TVInternet Billboards +

InternetMobile

App/WebBillboards +

Mobile Social

Networking Billboards +

Social Radio Billboards +

RadioBillboards

ppApp/Web

gNetworking

39


TV And Billboards ImpactsReach Throughout The DayReach Throughout The Day

Billboards + Live TV

40

50

30

y R

each

(%)

Billboards

10

20

Avg

. Day Live TV

Billboards +Live TV

0

10

A18-64

40

Billboards And Internet TogetherMore Than Double Afternoon ReachMore Than Double Afternoon Reach

Billboards + Internet

25

30

15

20

y R

each

(%)

Billboards

10Avg

. Day Internet

Billboards + Internet

0

5

A18-64

41

Adding Billboards to Mobile App/Web Increases Reach by 300%Increases Reach by 300%

Billboards + Mobile App/Web

25

30

15

20

y R

each

(%)

Billboards

Mobile App/Web

10Avg

. Day

Billboards + Mobile App/Web

0

5

A18-64

42

Adding Billboards to SocialN t ki I R h b 200%

Billboards + Social Networking

Networking Increases Reach by 200%

25

30

15

20

y R

each

(%)

Billboards

Social Networking

10Avg

. Day

Billboards + Social Networking

0

5

A18-64

43

Billboards And Radio Increases Afternoon Reach By 70%Afternoon Reach By 70%

Billboards + Radio

25

30

15

20

y R

each

(%)

Billboards

10Avg

. Day Radio

Billboards + Radio

0

5

A18-64

44

Strategic Addition of Alternative To Other Media Can Potentially Increase

100

yExposure By Up To 148%

+9%

80 +32%

+100%

+22%

60

Day

Rea

ch (%

)

+148%+100%

20

40

Avg

. D

0Alternative TV Alternative

+ TVInternet Alternative

+ InternetMobile Alternative

+ MobileSocial

NetworkingAlternative

+ SocialRadio Alternative

+ Radio TV Internet Mobile App/Web

Networking Social Networking

Radio

45


Adding Alternative To Live TV I E

Alternative + TV

Increases Exposure

40

50

30

y R

each

(%)

Alternative

10

20

Avg

. Day TV

Alternative + TV

0

10

A18-64

46

Alternative Adds 30% Reach To InternetTo Internet

Alternative + Internet20

10

15

y R

each

(%)

Alternative

5

Avg

. Day Internet

Alternative + Internet

0

A18-64

47

Alternative Supplements Flat Media Reach Throughout The Day

Alternative + Mobile

7.0

8.0

9.0

4 0

5.0

6.0

ay R

each

(%)

Alternative

2.0

3.0

4.0

Avg

. Da

Mobile App/Web

Alternative + Mobile App/Web

0.0

1.0

A18-64

48

Alternative Supplements Flat Media Reach Throughout The Day

Alternative + Social Networking

Reach Throughout The Day

8

10

6

y R

each

(%)

Alternative

2

4

Avg

. Day

Social Networking

Alternative + Social Networking

0

2

A18-64

49

Alternative Adds 20% Reach To Radio

Alternative + Radio

Radio

20

10

15

y R

each

(%)

Alternative

5

Avg

. Day Radio

Alternative + Radio

0

A18-64

50

Adding Transit To Other Media Increases ReachIncreases Reach

100+17%

80

17%

+64%+298% +200% +41%

60

Day

Rea

ch (%

)

20

40

Avg

.

0Transit* Live TV Transit* +

Live TVInternet Transit* +

InternetMobile

App/WebTransit* +

Mobile Social

NetworkingTransit* +

Social Radio Transit* +

Radio

51

ppApp/Web

gNetworking

Adding Transit To Live TV I E

Transit + Live TV

Increases Exposure

40

50

30

Rea

ch (%

)

Transit

10

20

Avg

. Day

Live TV

Transit + Live TV

0

10

A18-64

52

Adding Transit To Internet I E

Transit + Internet

Increases Exposure

20

10

15

Rea

ch (%

)

Transit

5

0

Avg

. Day

Internet

Transit + Internet

0

A18-64

53

Transit Adds Almost 300% Reach To Mobile App/Web

Transit + Mobile App/Web

Mobile App/Web

8

10

6

Rea

ch (%

)

Transit

Mobile App/Web

2

4

Avg

. Day

pp

Transit + Mobile App/Web

0

2

A18-64

54

Transit Adds 200% Reach To Social NetworkingSocial Networking

10

Transit + Social Networking

8

6

Day

Rea

ch (%

)

Transit

Social Networking

2

4

Avg

. D Transit + Social Networking

0

A18-64

55

Adding Transit To RadioI E

Transit + Radio

Increases Exposure

20

10

15

Rea

ch (%

)

Transit

5

0

Avg

. Day

Radio

Transit + Radio

0

A18-64

56

Adding Street Furniture To Other Media Can Potentially Increase Reach By y y

Almost 100%

80

100+6%

21%+14%

60

ay R

each

(%)

+21%

+99%+66%

20

40

Avg

. Da

0Street

FurnitureLive TV Street

Furniture + Live TV

Internet Street Furniture +

Internet

Mobile App/Web

Street Furniture +

Mobile

Social Networking

Street Furniture +

Social

Radio Street Furniture +

Radio

StreetFurniture

App/Web Networking

57


Adding Street Furniture To Live TV I E

Street Furniture + Live TV

Increases Exposure

40

50

30

y R

each

(%)

Street Furniture

Live TV

10

20

Avg

. Day

Live TV

Street Furniture + Live TV

0

A18-64

58

Street Furniture Adds Over 20% Reach To Internet

Street Furniture + Internet

Over 20% Reach To Internet

15

20

10

15

y R

each

(%)

Street Furniture

Internet

5

Avg

. Day

Internet

Street Furniture + Internet

0

A18-64

59

Street Furniture Almost Doubles the Reach To Internet

Street Furniture + Mobile App/Web

Doubles the Reach To Internet

8

10

6

y R

each

(%)

Street Furniture

Mobile App/Web

2

4

Avg

. Day

Street Furniture + Mobile App/Web

0

A18-64

60

Street Furniture Compliments Social Networking Reach

Street Furniture + Social Networking

Social Networking Reach

8

10

6

y R

each

(%)

Street Furniture

Social Networking

2

4

Avg

. Day

Street Furniture + Social Networking

0

A18-64

61

Street Furniture Adds Over 15% Reach To Radio

Street Furniture + Radio

Over 15% Reach To Radio

15

20

10

15

y R

each

(%)

Street Furniture

Radio

5

Avg

. Day Radio

Street Furniture + Radio

0

A18-64

62

Consumers Experience OOHConsumers Experience OOH Media In Very Positive Mindsets

63

Emotional Index Of OOH Audiences To Live TVAudiences To Live TV

% of OOH Audience Index to TV

120

Happy

Confident

Hopeful

Relieved

Angry100In

dex

Angry

80

Bored

80

64


60

Emotional Index Of OOH Audiences To RadioAudiences To Radio

% of OOH Audience Index to Radio

140

Excited Relieved Loving

120

Happy Confident

Hopeful

100ndex

100In

65


80

A Higher Percentage Of Billboard Audiences Feel Positi e Compared To Li e TV A diencesPositive Compared To Live TV Audiences

% Confident % Excited % Bored % Sad30

15% of Live TV Audiences are Bored – only 9% of

Billboard audiences are!

20

10

0

Live TVBillboards

66


Emotional Index Of Billboard Audiences To Live TVAudiences To Live TV

% of Billboard Audience Index to TV

120Index To Live TV

Happy

Excited

100ndex

Confident

Sad80

In

80

67

Bored60


Billboards Have Higher Percentage Of Its A dience Feeling Happ Than Radio

80% Happy % Hopeful % Excited % Relieved % Loving

Audience Feeling Happy Than Radio

60

8068% of Radio Audiences are

Happy while 72% of Billboards Audiences are

Happy

40

20

0

RadioBillboards

68


Emotional Index Of Billboard Audiences To RadioAudiences To Radio

% of Billboard Audience Index to Radio

ExcitedL i120

Index To Radio

HappyHopeful

ExcitedRelieved

Loving

100 Confident

80

Bored

80

69

60


Alternative Has Far Fewer Percent Of Its Audience Feeling Negative Than Live TV

20% Frustrated % Bored % Overwhelmed % Worried % Angry % Sad

Audience Feeling Negative Than Live TV

15

20

Only 5% of Alternative audiences are bored vs. 15%

of Live TV audiences who feel the same way

10

the same way

5

0

Live TVAlternative

70


Emotional Index Of Alternative Audiences To Live TVAudiences To Live TV

% of Alternative Audience Index to TV

120Index To Live TV

100

Inde

x

60

80

Overwhelmed

♦ Frustrated

Bored

Worried

Angry

Sad

40

71

Sad20


Alternative Audience Is Also Less Negative Than Radio Audience


Negative Than Radio Audience

30

Only 8% of Alternative audiences are frustrated

vs. 16% of Radio audiences who feel the same way

20

y

10

0

72

RadioAlternative


Emotional Index Of Alternative Audiences To RadioAudiences To Radio

% of Alternative Audience Index to Radio

120Index To Radio

Happy100

Inde

x

BoredWorried

60

80

OverwhelmedWorried

AngrySad

40

Frustrated

73

20


Fewer Transit Audiences Are Frustrated And Bored Than Live TV AudiencesAnd Bored Than Live TV Audiences

30% Confident % Frustrated % Bored % Overwhelmed % Angry % Sad

30

14% of Live TV Audiences feel frustrated compared to 10% of Transit Audiences

20

10

0

Live TVTransit

74


Emotional Index Of Transit Audiences To Live TVAudiences To Live TV

% of Transit Audience Index to TV

120Index To Live TV

100Inde

x Confident

Angry80 Overwhelmed

BoredSad

80

FrustratedOverwhelmed

75

60


Fewer Transit Audiences Are Frustrated And Bored Than Radio Audiences

30% Relieved % Loving % Frustrated % Overwhelmed

And Bored Than Radio Audiences

30

16% of Radio Audiences feel frustrated; 11% of

Transit20

10

0

RadioTransit

76


Emotional Index Of Transit Audiences To RadioAudiences To Radio

% of Transit Audience Index to Radio

120Index To Radio

Loving100

Relieved

80Overwhelmed

80

Frustrated

77

60


Street Furniture Audiences Are Far Less Bored Than Live TV AudiencesLess Bored Than Live TV Audiences


15

20

Only 6% of Street Furniture audiences are Bored vs. 15%

of Live TV audiences who feel the same way

10

feel the same way

5

0

Live TVStreet Furniture

78


Emotional Index Of Street Furniture Audiences To Live TVAudiences To Live TV

% of Street Furniture Audience Index to TV

120Index To Live TV

100

Inde

x

W i dAngry

80FrustratedOverwhelmed

B d

Worriedg y

Sad

60

79

Bored40


Street Furniture Audiences Are Far Less Bored Than Radio Audiences


Less Bored Than Radio Audiences

30

Only 6% of Street Furniture audiences are Bored vs 8%

20audiences are Bored vs. 8% of Radio audiences who feel

the same way

10

0

RadioStreet Furniture

80


Emotional Index Of Street Furniture Audiences To RadioAudiences To Radio

% of Street Furniture Audience Index to Radio

120Index To Radio

Angry

100

Inde

x

Overwhelmed

BoredWorried

Angry

S d

80Frustrated

o edSad60

81

40


OOH Offers Strategic Cross-Platform And Promotional Opportunity With Other Media WithinPromotional Opportunity With Other Media Within

The Same Half-hour

82

OOH Media Are Strategic Additions To Radio And Mobile To Complement MessagingAnd Mobile To Complement Messaging

% of OOH Audience Also Using Other Media In the Same Half-hour

80%

100%

60%

61

20%

40%

2922 18

11 90%

20%

Radio Mobile Talk Mobile Live TV Emails Internet


83

Note: The US Census Bureau estimates that theaverage commute time is 25.1 minutes.

Text/App/Web

Billboards Are Strategic Additions To Radio And Mobile To Complement MessagingAnd Mobile To Complement Messaging

% of Billboards Audience Also Using Other Media In the Same Half-hour

80%

100%

60%

63

20%

40%

2820

14 9 80%

20%

Radio Mobile Talk Mobile Live TV Emails Internet Text/App/Web


84


Increase Of Mobile Usage Within The Same Half hour For The Younger GroupSame Half-hour For The Younger Group

% of Billboards Audience Also Using Other Media In the Same Half-hour

80%

100%

60%

56

20%

40%

31 31

12 10 90%

20%


85

Text/App/Web

A18-34Reported time: 6AM-12AM Note: The US Census Bureau estimates that the

average commute time is 25.1 minutes.

Radio And Mobile Are Used Most Commonly Within The Same Half-hour While Consumers Are Exposed

To Billboards% of Billboards Audience Also Using Other Media In the Same Half-hour, HHI$75K+

80%

100%

60%

71

20%

40%

32

2115 13 11

0%

20%

Radio Mobile Talk Mobile Emails TV Live Internet

86

Text/App/Web

HHI$75K+Reported time: 6AM-12AM

Billboards Are Strategic Additions To RadioAnd Mobile To Complement Messaging

100%

% of Billboard Audience Also Using Other Media in the Same Half-hour

80%

57%

40%

60%

21%17%

13%9% 8%

20%

0%AM/FM Mobile Talk Mobile

Text/App/WebLive TV Email Internet

W18-64



Radio Is Used, Within The Same Half-hour With OOH Alternativehour, With OOH Alternative% of Alternative Audience Also Using Other Media In the Same Half-hour

80%

100%

60%

20%

40%

28

15 14 136 40%

20%


88

Text/App/Web


Increase Of Mobile Usage Within The Same Half-hour For The Younger g

Group% of Alternative Audience Also Using Other Media In the Same Half-hour

80%

100%

60%

20%

40%

24 2217

11 7 70%

20%

Radio Mobile Mobile Talk Live TV Social Networking Emails

89

Text/App/Web g


Radio Is Used, Within The Same Half-hour With OOH Alternativehour, With OOH Alternative

% of Alternative Audience Also Using Other Media In the Same Half-hour, HHI$75K+

80%

100%

60%

20%

40%

30

16 14 11 8 50%

20%

Radio Mobile Talk Mobile TV Live Emails Internet

90

Text/App/Web


Radio Is Used, Within The Same Half-hour,With OOH Alternative

% of Alternate Audience Also Using Other Media in the Same Half-hour

100%

80%

40%

60%

22%

14% 12% 11% 4% 4% 3%

20%

W18-64

0%AM/FM Mobile

Text/App/WebMobile Talk Live TV Internet Email Print


Radio And Mobile Talk Are Used, Within The Same Half-hour, With ,

OOH Transit% of Transit Audience Also Using Other Media In the Same Half-hour

80%

100%

60%

20%

40%

2721 21

11 10 100%

20%

Radio Mobile Talk Mobile Print Internet Emails Text/App/Web

92


Within The Same Half-hour Usage Of Mobile Text/App/Web, Social Networking Get Bigger For

The Younger Group

% of Transit Audience Also Using Other Media In the Same Half-hour

80%

100%

60%

20%

40%

3124 22

14 13 90%

20%

Mobile Mobile Talk Radio Social Networking Internet Emails

93

Text/App/Webg


Radio And Mobile Talk Are Used, Within The Same Half-hour, With ,

OOH Transit% of Transit Audience Also Using Other Media In the Same Half-hour, HHI$75K+

80%

100%

60%

20%

40%

32

20 18 18 1711

0%

20%

Radio Mobile Emails Mobile Talk Print Internet

94

Text/App/Web


Radio Is Used, Within The Same Half-hour With OOH Street Furniturehour, With OOH Street Furniture

% of Street Furniture Audience Also Using Other Media In the Same Half-hour

80%

100%

60%

20%

40%

31

19 166 5 50%

20%

Radio Mobile Talk Mobile Emails TV Live Internet Text/App/Web

95


Radio And Mobile Talk are Used,Within The Same Half-hour,

With OOH T it% of Transit Audience Also Using Other Media in the Same Half-hour

With OOH Transit

100%

80%

58%

40%

60%

20%16%

12%8%

7% 4%

20%

W18-64

0%AM/FM Mobile Talk Mobile

Text/App/WebLive TV Email Internet Print


Increase Of Mobile, Within The Same Half-hour, For The Younger Group, While Exposed To Street

Furniture

% of Street Furniture Audience Also Using Other Media In the Same Half-hour

80%

100%

60%

20%

40%

27 2621

8 6 60%

20%

Radio Mobile Mobile Talk Social Networking Internet Emails

97

Text/App/Webg


Radio Is Used, Within The Same Half-h With OOH St t F ithour, With OOH Street Furniture

% of Street Furniture Audience Also Using Other Media In the Same Half-hour, HHI$75K+

80%

100%

60%

20%

40%

35

16 158 5 40%

20%

Radio Mobile Talk Mobile Emails Print Internet

98

Text/App/Web


Radio Is Used, Within The Same Half-hour,With OOH Street Furniture

100%

% of Street Furniture Audience Also Using Other Media in the Same Half-hour

80%

40%

60%

24%

17% 17%6% 5% 5% 4%

20%

0%AM/FM Mobile

Text/App/WebMobile Talk Live TV Email Internet Print

W18-64


Summary Of OOH Marketplacey p1. OOH offers scale, impact, creativity, and targeting

2. Variety of vehicles available increases the ability to surround your audience consistently throughout the day

3. OOH allows for tactical and strategic additions to traditional media plans

4. Stronger emotional congruence to messaging and environmental context

5. OOH lends itself to strategic alignment with other media in primary or secondary role

100

primary or secondary role

Documents

USA Touch Points Full Study · Food Service Quick service restaurant Restaurant or bar Walking OtidOutside Retail ... Quick service restaurant Restaurant or bar Car or Truck Street