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Building the case for outdoor Prepared for Outdoor Media Association

Building the case for outdoor Prepared for Outdoor Media Association. Methodology. 5,033 Australian consumers Self completion online survey Asked about the strengths and weaknesses of 70 media touchpoints

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Building the case for outdoor Prepared for Outdoor Media Association

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  1. Building the case for outdoor Prepared for Outdoor Media Association

  2. Methodology • 5,033 Australian consumers • Self completion online survey • Asked about the strengths and weaknesses of 70 media touchpoints • For the purposes of analysis, each touchpoint has been filtered by those respondents who claim to have ever used the media channels and so will have had experience of the touchpoint in question – this ensures that more niche media are not under represented due to their size

  3. The measures

  4. The questions (CAT survey) CQ10 info. We are now going to ask you some questions about how effective the following sources of information are at communicating with you. There are NINE things that we would like you to consider… • How effective is each source at making you aware of brands • How effective is each source at giving you detailed information about brands • How effective is each source at making a brand look desirable to you and others • How effective is each source at helping you find out more information about brands • How effective is each source at prompting you to try a brand • How effective is each source at prompting you to purchase a brand • How effective is each source at making you feel more loyal to a brand • How effective is each source at helping youshare or receive information about the brand with others • How effective is each source at providing you with an unbiased and trusted recommendation

  5. The outdoor channels Large poster on roadside Small poster on roadside Advertisement on/around public transport Interactive posters/screens Street furniture/ambient Advertisement at the airport Advertisement on a plan Ads/displays in bars/restaurants Ads/displays in gyms/health clubs

  6. How do standard OOH formats compare to other media channels? OOH is well known for driving awareness, but also drives desire and action better than other media channels

  7. How do standard OOH formats compare to other media channels? OOH is also better than most other channels at driving trial

  8. How do standard OOH formats compare to other PAID media channels? OOH also performs on a par with all paid media in driving interest

  9. How do standard OOH formats compare to other PAID media channels? And OOH delivers slightly better in driving transaction than other paid media channels

  10. Key Audiences: p24-54

  11. How do standard OOH formats compare to other media channels? Base: all respondents aged 25-54

  12. How do standard OOH formats compare to other media channels? Base: all respondents aged 25-54

  13. Key Audiences: gender

  14. How do standard OOH formats compare to other media channels? Base: all respondents; Men; Women

  15. How do standard OOH formats compare to other media channels? Base: all respondents; Men; Women

  16. Key Audiences: OG1

  17. How do standard OOH formats compare to other media channels? Base: all respondents OG1

  18. How do standard OOH formats compare to other media channels? Base: all respondents OG1

  19. Key Audiences: Main grocery buyers

  20. How do standard OOH formats compare to other media channels? Base: all respondents; Main Grocery Buyers

  21. How do standard OOH formats compare to other media channels? Base: all respondents; Main Grocery Buyers

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