Outnumbered | APN Outdoor

116
THE CENTRE FOR ATTENTION AUDIENCE FORMAT STRENGTHS BEHAVIOUR ATTITUDES 2016

description

Outnumbered’ is APN Outdoor’s research snapshot, granting insight into our leading Outdoor formats. We hope you find this book both useful and engaging and if you would like to access more information or the full studies sourced in ‘Outnumbered’, please contact us at APN Outdoor.

Transcript of Outnumbered | APN Outdoor

Page 1: Outnumbered | APN Outdoor

T H E C E N T R E F O R A T T E N T I O N

A U D I E N C E

F O R M AT S T R E N G T H S

B E H AV I O U R

AT T I T U D E S

2 0 16

Page 2: Outnumbered | APN Outdoor
Page 3: Outnumbered | APN Outdoor

Dear readers,As Australia’s most progressive Outdoor media provider, APN Outdoor continues to invest in the proliferation of market leading research.

Outnumbered’ is APN Outdoor’s research snapshot, granting insight into our leading Outdoor formats. We hope you find this book both useful and engaging and if you would like to access more information or the full studies sourced in ‘Outnumbered’, please contact us at APN Outdoor.

The Insights Team, APN Outdoor.

Page 4: Outnumbered | APN Outdoor

of Australians spend more time outside now than they did a year ago.3

4

Page 5: Outnumbered | APN Outdoor

Australians daily.1

Australians drive or ride on major roads every day.2

Outdoor reaches

12.2 million

9.4 million

Ou

tdo

or

Page 6: Outnumbered | APN Outdoor

of people are typically outside their homes between 8am and 5pm on a weekday.250

Australians leave home everyday.2

9 out of 10

6

Page 7: Outnumbered | APN Outdoor

Spend 10 hours driving2

Every week Australians…

Spend 17.3 hours outside2

Make 22 journeys2

Ou

tdo

or

Page 8: Outnumbered | APN Outdoor

Australians are likely to see an average of 26 Outdoor advertising faces each day.1

8

Page 9: Outnumbered | APN Outdoor

Outdoor is the least avoided ad format with only 14% actively avoiding ads.2

Ou

tdo

or

Page 10: Outnumbered | APN Outdoor

Over the last few years APN Outdoor have provided great value and contribution in working together with Posterscope on bespoke research pieces to assist in more deeply understanding the performance of Out-of-Home.

The case studies created, plus the more general market based research efforts of APN Outdoor, have assisted better planning and execution.

Cassandra Thomas-Smith, Strategy & Insights Director, Posterscope.

Testimonial

1 0

Page 11: Outnumbered | APN Outdoor

Sources 1. The Outdoor Media Association of Australia

2. The Attention Economy Study Millward Brown & APN Outdoor, 2014. Australia

3. My Real World Study, The Lab & APN Outdoor, 2015. Australia.

Elite Screens | Billboards | Transit | Swanston Street | Melbourne

Ou

tdo

or

Page 12: Outnumbered | APN Outdoor

1 2

Page 13: Outnumbered | APN Outdoor

Elite Screens are APN Outdoor’s Digital Billboards that light up high traffic corridors, night time economy hot spots and key arterials around the country.

AttentionEngagemnetRecallAudienceFrequency

Elite

Scr

eens

Page 14: Outnumbered | APN Outdoor

141 4 Elite Screens | All Traffic Entry Landmark | Sydney Airport, Domestic | Sydney

This Elite Screen

REACHES 100% OF Sydney Domestic

Airport traffic.

Page 15: Outnumbered | APN Outdoor

Elite

Scr

eensclaim Digital

Billboards are better at attracting attention.1

The smartest of all Outdoor formats, these screens know how to make an impact taking advantage of the reactivity, immediacy and flexibility that digital has to offer.

Attention

say that when looking at Digital Billboards, they often find themselves waiting to see what will come up on screen next.1

52%

Page 16: Outnumbered | APN Outdoor

16

“Eye Tracking research indicated that Digital Billboards consistently outperform most other formats both in engagement and recall.”

Greg Barnett, Access HQ.

Average views per engagement.23.1

Average view length.21.1 seconds

Overall engagement rate with Digital Billboards.2

Engagement

Page 17: Outnumbered | APN Outdoor

Elite

Scr

eens

“In the multiple Eye Tracking studies we have ever undertaken, this high level of recall is unprecedented.”

Greg Barnett, Access HQ.

Recall

93% of participants recalled at least one advertisement [prompted].2

52% of participants recalled at least one advertisement [unprompted].2

52

Page 18: Outnumbered | APN Outdoor

18

Digital Billboards attract the attention of a lucrative audience.

HH Income

$200k+

[ix 134]3

Personal income

$140k+

[ix 127]3

Intend to travel

domestically in the next six months

[ix 130]3

High weekly

entertainment expenditure

[ix 125]3

Audience

Page 19: Outnumbered | APN Outdoor

Elite

Scr

eens

25% see them everyday.4

Of the Digital Billboard audience see them at least once a week.4

Frequency

Page 20: Outnumbered | APN Outdoor

20

APN Outdoor’s dedication to providing media agencies first-class research and insights has been paramount in the continued success of the Outdoor industry. APN Outdoor were a founding member of MOVE – the Australian Outdoor audience measurement system – and have been instrumental in its continued development over the last five years.

As the CEO of the Outdoor Media Association, I applaud them for taking the step in producing this publication for the benefit of the entire Outdoor industry.

Charmaine Moldrich, Chief Executive Officer, The Outdoor Media Association.

Testimonial

Page 21: Outnumbered | APN Outdoor

Elite

Scr

eens

Sources 1. The Attention Economy Study Millward Brown & APN Outdoor, 2014. Australia

2. Greg Barnett, General Manager, Customer Experience Consulting, Access Eye Testing. Eye Tracking study conducted to assess engagement with Digital

Billboards in 2014

3. Nielsen Clear Decisions, S10 2015. 5 Metro markets. Over-indexing variables for those who recall seeing Digital Billboards in the past 7 days

4. Nielsen Clear Decisions, S10 2015. 5 Metro markets. Digital Billboard audience is those who have seen Digital Billboards in the past 7 days.

Elite Screens | Young & Jackson | Melbourne

Page 22: Outnumbered | APN Outdoor

2 2

Page 23: Outnumbered | APN Outdoor

Billb

oa

rdsBillboards of all shapes and sizes can

be found quite literally everywhere; on freeways, key arterials and motorways, and around Australia’s CBDs.

Where there are people, there are Billboards.

ReachBrand elevationAttentionAudienceFrequency

Page 24: Outnumbered | APN Outdoor

24

Billboards | Broadway | Sydney

Page 25: Outnumbered | APN Outdoor

Billb

oa

rds

of Australians in metro areas will see at least one APN Outdoor Billboard a month.4 Reach

Page 26: Outnumbered | APN Outdoor

26

of people think brands seen on Billboards are well known and important.1

Billboards make brands seem BIGGER. Brand elevation

54%

Page 27: Outnumbered | APN Outdoor

Billb

oa

rds

Attention

of people say that ads on Billboards get their attention.1

Attention

Page 28: Outnumbered | APN Outdoor

28

of the P25-54 audience.4

Audience

APN Outdoor’s Billboards reach:

of the OG1 audience.4

of the MGB audience.4

of the Student audience.4

92%

93%

93%

95%

Page 29: Outnumbered | APN Outdoor

Billb

oa

rdsof car commuters

see Billboards at least once a week.2

of car commuters see Billboards at least once a day.2

28% Frequency

68

Page 30: Outnumbered | APN Outdoor

30

of Professionals say they travel the same route frequently, and see the same ads more than once.3

Frequency

Page 31: Outnumbered | APN Outdoor

Billb

oa

rds

APN Outdoor’s portfolio of Billboards lead the way across the country, dominating metro areas in all major cities and presiding over iconic locations Australia wide.

Page 32: Outnumbered | APN Outdoor

32

Audience heavily skewed towards

Broadway & George St JunctionSydney NSW

5 MILLION contacts over

28 DAYS4

OG1s4

Page 33: Outnumbered | APN Outdoor

Billb

oa

rds

Audience heavily

SKEWED TOWARDSOG1 and P18-394

Melbourne VICCorner Swanston & Flinders Streets

6.3 MILLIONcontacts over

28 DAYS4

High pedestrian

AUDIENCE4

Page 34: Outnumbered | APN Outdoor

34

Story Bridge Fortitude Valley QLD

Audience heavily skewed towards 4 MILLION

contacts over

28 DAYS4OG1s

4

Page 35: Outnumbered | APN Outdoor

Billb

oa

rds

As the Outdoor industry continues to thrive, APN Outdoor have demonstrated ongoing commitment to proving the power of the medium. Through the Media i survey platform we have seen a growing year on year trend of recognition and anticipation of leading research and insights from APN Outdoor.

Chris Winterburn, Managing Director, Media i.

Testimonial

Page 36: Outnumbered | APN Outdoor

36

As an Out-of-Home specialist agency, APN Outdoor’s efforts are important to Posterscope in further uncovering and quantifying areas like contribution, amplification and brand advocacy.

Cassandra Thomas-Smith, Strategy & Insights Director, Posterscope.

Testimonial

Page 37: Outnumbered | APN Outdoor

Billb

oa

rds

Sources 1. The Attention Economy Study Millward Brown & APN Outdoor, 2014. Australia

2. Nielsen Clear Decisions, S10 2015. Sydney, Melbourne, Brisbane, Adelaide, Perth

3. My Real World Study, The Lab & APN Outdoor, 2015. Australia

4. MOVE 2015 Data Release, National 28 Day campaign. Contacts and Frequency: P14+.

Billboards | Lux Collection | Flinders St | Sydney Billboards | William Street, Citybound | Sydney

Billboards | P50 | Nicholson Street | MelbourneBillboards | Supersite | College Road | Queensland

Page 38: Outnumbered | APN Outdoor

38

Page 39: Outnumbered | APN Outdoor

Tra

nsitThe most versatile and hardest working

of all Outdoor formats, Transit is the key to giving brands unrivalled momentum. With multiple formats, APN Outdoor’s Transit inventory covers 95% of the country’s metro areas, so if you’re out and about you are bound to see these moving Billboards cross your path.RecallBroad reachingAttentionFrequencyWelcome distractionResponseAction

Page 40: Outnumbered | APN Outdoor

40

Page 41: Outnumbered | APN Outdoor

Tra

nsit

#1 most seen Outdoor format.2Recall

recall seeing Transit Ads (in the past 7 days).2

54%

Page 42: Outnumbered | APN Outdoor

42

Buses and trams go where people go.Broad reaching

42% see ads on

buses or trams near their home.1

37% notice ads on

buses or trams in or near the CBD.1

33% agree

‘Transit ads go where I go’.1

Page 43: Outnumbered | APN Outdoor

Tra

nsit

Attention Movement gets attention... Transit media is hard to miss.

say that Transit ads attract their attention.2

say they’re more alert to their surroundings when driving.2

59%

48%

Page 44: Outnumbered | APN Outdoor

44

of people see ads on buses or trams everyday.3

Page 45: Outnumbered | APN Outdoor

Tra

nsit

Seen every day, multiple times a week.

Frequency

see ads on buses or trams multiple times a day.340%

Page 46: Outnumbered | APN Outdoor

46

Welcome distraction

‘they provide a level of entertainment on my commute’.1

‘I look at ads on buses or trams to pass the time’.134%

34%

Page 47: Outnumbered | APN Outdoor

Tra

nsit

Response Transit evokes a positive reaction, not avoidance.

‘I like advertising on buses/trams because it isn’t intrusive’.3

Page 48: Outnumbered | APN Outdoor

48

of MGBs with kids looked out for the advertised product the next time they were shopping.1

63%

Page 49: Outnumbered | APN Outdoor

Tra

nsit

Action Prompts action. After seeing a Transit ad…

have visited the website of an advertised product or service.150%

Page 50: Outnumbered | APN Outdoor

50

From the iconic wrapped vehicles that dominate the streets, to the popular Portrait Sides that offer supreme reach and frequency, our breadth of Transit formats uniquely target consumers when they are out and about.

Page 51: Outnumbered | APN Outdoor

Tra

nsitMaxiVehicle

73% AGREE ads that cover the whole

bus or tram are hard to miss.3

Page 52: Outnumbered | APN Outdoor

52

Transit Sides

‘I often see ads on the side of buses’.365%

Page 53: Outnumbered | APN Outdoor

Tra

nsitTransit Backs

56% often notice

ads on the back of buses.3

Page 54: Outnumbered | APN Outdoor

54

of bus commuters have visited a website of a product that was advertised inside a bus.2

Interiors

of people in Melbourne commute by tram.227%

53

Page 55: Outnumbered | APN Outdoor

Tra

nsit

of Australians catch the bus.2

in Adelaide catch the tram.2

of commuters recall seeing advertising inside buses or trams in the past 7 days.2

32%15%

48%

Page 56: Outnumbered | APN Outdoor

56

This genuine focus that APN Outdoor has for better understanding people, and the role of media in their lives ensures that they are a true thought leader in The Attention Economy.

Matt Sandwell, Strategy Director, The Lab Strategy and Planning.

Testimonial

Page 57: Outnumbered | APN Outdoor

Tra

nsit

Sources 1. My Real World Study, The Lab & APN Outdoor, 2015. Australia

2. The Attention Economy Study. Millward Brown & APN Outdoor, 2014. Australia

3. The Outsiders Transit Survey March 2016

4. MOVE 2015 Data Release, National 28 day campaign, P14+. Standard APN Outdoor medium weight campaign

5. Nielsen Clear Decisions, S10 2015. Melbourne

6. Nielsen Clear Decisions, S10 2015. Adelaide. Recall seeing ads on trams P7D

7. MOVE 2015 Data Release, 28 day campaign, P14+.

Transit | Megaside Double D | Sydney Transit | Maxitram wrap | Melbourne

Transit | Maxitram wrap | Melbourne Transit | Portrait Side | Sydney

Page 58: Outnumbered | APN Outdoor

585 8

Page 59: Outnumbered | APN Outdoor

APN Outdoor’s Rail products, Cross Track and the world’s first full motion and audio enabled cross platform network XtrackTV, provide the ultimate creative canvas and simultaneously engage and entertain.

Rail

ReachFrequencyAudienceMindsetWelcome distractionImpact

Page 60: Outnumbered | APN Outdoor

60

Page 61: Outnumbered | APN Outdoor

Rail

Reach

of Australians catch the train in a typical week.1

Page 62: Outnumbered | APN Outdoor

62

Rail media taps into habitual behaviour, building frequency for advertisers.Frequency

Train commuters catch the train

on average

5.8 times

per week.3

Page 63: Outnumbered | APN Outdoor

Rail

Mindset Rail media provides a welcome distraction during down time, engaging and entertaining commuters in the empty moments before boarding the train.

100% of the Rail audience are pedestrians.2

On the platform commuters feel:

Alert3 Bored3

21 19

Page 64: Outnumbered | APN Outdoor

64

They over-index on these attributes

Household Income

$200k+ [ix 128]1

Work in banking or finance.

(ix 164)1

Weekly entertainment expenditure is

16% above average.1

are males.1 CBD workers.1P25-45.1

51%

55% 54% 29%

are professionals.1

Page 65: Outnumbered | APN Outdoor

Rail

Australian rail commuters are the ultimate consumers.

Audience

10%

40%

65% have more than three credit cards.1

will travel overseas in the next

‘I would describe myself as affluent’.1

‘I prefer to go out than stay in’.1

eat take away at least once a week.1

more likely to apply for

a home loan in the next 12 months.1

34%

12 months.1

28%

33%

Page 66: Outnumbered | APN Outdoor

66

Welcomedistraction

of commuters say they pay attention to ads on the platform.3

of train commuters say they like seeing ads across the platform at train stations.3

70%

Page 67: Outnumbered | APN Outdoor

Rail

ImpactRail Media drives commuters online.

of commuters have visited the website or searched online for an advertised product/service.3

60%

Page 68: Outnumbered | APN Outdoor

68

Page 69: Outnumbered | APN Outdoor

Rail

Average dwell time on Cross Track platforms 12 mins per commute.3

Cross Track

Commuters spend on average 3.1 hours a week waiting on a platform.3

The APN Outdoor Cross Track platform posters have the potential to achieve 202.5 million gross contacts in a month.

Page 70: Outnumbered | APN Outdoor

70

Page 71: Outnumbered | APN Outdoor

Rail

Average dwell time on XtrackTV platforms 6.5 minutes.4

XTrackTV The APN Outdoor XTrackTV network has the potential to achieve 8.9 million gross contacts over 7 days.2

Page 72: Outnumbered | APN Outdoor

72

Proof XtrackTV aided excitement and audience growth for The Seven Network’s X-Factor launch.

audience uplift on launch.5

21%

Page 73: Outnumbered | APN Outdoor

Rail

HealthyME TV, lifestyle brand, successfully used the format to increase online traffic.Proof

spike in organic search and direct

web traffic.5

26%

Page 74: Outnumbered | APN Outdoor

74

It has been great partnering with APN Outdoor to deliver the research and insights featured throughout Outnumbered. There was a clear emphasis from the outset that APN Outdoor wanted the insights generated to genuinely add to advertisers and agencies understanding of consumer behaviour and how this related to outdoor advertising formats along with other media.

Mark Henning, Head of Media and Digital, AMAP Region, Millward Brown.

Testimonial

Page 75: Outnumbered | APN Outdoor

Rail

Sources 1. Nielsen Clear Decisions, S10 2015. Sydney, Melbourne, Brisbane, Adelaide, Perth. Rail commuters catch the train on a typical weekday or weekend, or catch

the train to work/study. Over-indexing attributes compared to the average person (Sydney, Melbourne, Brisbane, Adelaide, Perth)

2. MOVE 2015 Data Release. XTrack TV 7 day campaign. 83 Screens across Sydney, Melbourne, Brisbane, Adelaide. Cross Track 28 day campaign. 700+ panels

across Sydney, Melbourne, Perth

3. The Attention Economy Study Millward Brown & APN Outdoor, 2014. Commute by train at least once a week

4. Dwell Time Study. Vietch Lister Consulting, 2016. Off peak dwell time, Victoria

5. Seven Network’s X-Factor and HealthyME TV XTrackTV Case Studies, 2015.

Rail | Cross Track | Melbourne

Page 76: Outnumbered | APN Outdoor

7676

Page 77: Outnumbered | APN Outdoor

Airp

ortAdvertising across APN Outdoor’s

airports impacted 55 million+ passenger journeys in 2015.

PassengersAudienceActionInteractionDwell time

Page 78: Outnumbered | APN Outdoor

78 Airport | Landscape Digital | Check in | Domestic terminal 2 | Sydney

Page 79: Outnumbered | APN Outdoor

Airp

ort

Last year was a record year for Australia’s busiest airport. 39.7 million flyers travelled through Sydney Airport.

Sydney Airport

Page 80: Outnumbered | APN Outdoor

80

Sydney International terminal

travellers passing through T1.1

Sydney International passengers grew by

4.3%in 2015, with

13.7 million

Page 81: Outnumbered | APN Outdoor

Airp

ort

Australia’s busiest terminal, Sydney Domestic Terminal 2, sees millions of passengers every year travelling on Virgin Australia, Jetstar, Tiger Airways and Rex.1

Sydney Domestic terminal

Page 82: Outnumbered | APN Outdoor

82

2.4 million people in Sydney will travel domestically in the next 12 months.2

Sydney Domestic terminal

of passengers will travel through Terminal 2.2

Page 83: Outnumbered | APN Outdoor

Airp

ort

passengers passed through Sydney’s domestic terminals in 2015.1

are unlikely to travel through T3 in the next 12 months.2

25.9million

42%

Page 84: Outnumbered | APN Outdoor

84

In 2015, APN Outdoor’s Perth airport offering

reached

Perth Airports

passengers.1

8.6million

Page 85: Outnumbered | APN Outdoor

Airp

ort

passengers passed through Perth’s International T1 Terminal in 2015.1

Perth International terminal

4.2million

Page 86: Outnumbered | APN Outdoor

86

40of people in Perth will travel overseas in the next 12 months.2

Perth International terminal

Page 87: Outnumbered | APN Outdoor

Airp

ort

Perth’s Domestic Terminals 2 and 3 host millions of passengers every year travelling on Virgin Australia, Jetstar, Tiger Airways and Alliance.

Perth Domestic terminals

Page 88: Outnumbered | APN Outdoor

88

domestic passengers passed through Perth

T2 and T3 in 2015.1

Perth Domestic terminals

4.4million

Page 89: Outnumbered | APN Outdoor

Airp

ort

APN Outdoor’s Airports are filled with a premium audience.Audience

Australian flyers over-index on these variables:

C-Suite workers. [ix 123]2

Household Income

$200k+.

[ix 125]2

Upper white collar.

[ix 120]2

Business purchase

decision makers. [ix 120]2

Page 90: Outnumbered | APN Outdoor

90

I go for the finer things in life.2

Sydney International terminal Sydney’s International flyers go for premium products:

I spend more for high quality.2

50

70

Page 91: Outnumbered | APN Outdoor

Airp

ort

33% love to go out

at night.2

Sydney Domestic terminal Sydney’s T2 Domestic flyers are social, tech savvy and always out and about.

38% technology early

adopters.2

25% above average

weekly entertainment expenditure.2

Page 92: Outnumbered | APN Outdoor

92

Perth International terminal Perth’s overseas travellers love to shop.

$100 a week spent on shopping.2

69% visit a shopping centre at least once a week.2

65% ‘I spend more

for high quality’.2

Page 93: Outnumbered | APN Outdoor

Airp

ortPerth Domestic terminals

Perth’s domestic flyers are making some big decisions.

1 in 4 will buy a new car in the next year.2

35% are business

decisions makers.2

1 in 5 will buy

a new house.2

Page 94: Outnumbered | APN Outdoor

94

Canberra AirportThose passing through Canberra Airport are likely to be high income, and government workers.

Canberra-based travellers…

Household Income of

$200K+ (ix270)2

54% Managers and Professionals.2

1 in 5 work in Government

Administration or Defence.2

Page 95: Outnumbered | APN Outdoor

Airp

ortDwell time

Australian average in-airport dwell time is high.

International departures: 139 mins3

Domestic departures: 72 mins3

Page 96: Outnumbered | APN Outdoor

96

Receptive audienceAirport media reaches an alert and receptive audience.

‘Travel advertising gives me ideas of things to see and do in the area I am visiting’.3

‘Often I’m thinking about my next trip when I’m travelling through the airport’.3

47%

66%

Page 97: Outnumbered | APN Outdoor

Airp

ort

‘I like to see ads about travel ideas in and around the airport’.3

‘I’m often looking for things to do when I arrive in a new city’.3

64%

64%

Page 98: Outnumbered | APN Outdoor

98

Action

of airport passengers have taken action after seeing an ad in the airport.3

Page 99: Outnumbered | APN Outdoor

Airp

ort

considered the product/service

next time they were looking to make

a purchase.3

researched the product or

service online.3

Page 100: Outnumbered | APN Outdoor

100

like the idea of interacting if there's something in it for them (discounts/vouchers, loyalty points etc).3

Interaction

have interacted with an ad at the airport.3

45%

Page 101: Outnumbered | APN Outdoor

Airp

ort

say they pay attention to ads in the airport environment.3

Engaging

58%

Page 102: Outnumbered | APN Outdoor

102

Aerobridges

5 mins

International Airport precinct Dwell timeDepartures3

Drop-off area

5 minsCheck-in area

19 minsCustoms/security

9 minsShopping/duty-free precinct

24 mins

Food court

29 mins

Departure gates/gate

lounges

31 mins

Page 103: Outnumbered | APN Outdoor

Airp

ort

Taxi rank

16 mins

International Airport precinct Dwell timeArrivals3

Arrivals corridor/walkways

6 mins

Immigration

10 mins

Customs/declaration point

9 mins

Shopping/duty-free precinct

20 mins

Baggage claim

17 mins

Arrivals hall

15 mins

Car pick-up area

14 mins

Car park

16 mins

Page 104: Outnumbered | APN Outdoor

104

Aerobridges

3 mins

Drop-off area

4 minsCheck-in area

12 minsCustoms/security

5 minsShopping/duty-free precinct

11 mins

Food court

23 mins

Departure gates/gate

lounges

25 mins

Domestic Airport precinct Dwell timeDepartures3

Page 105: Outnumbered | APN Outdoor

Airp

ort

Taxi rank

12 mins

Arrivals corridor/walkways

5 minsBaggage claim

14 mins

Car pick-up area

12 minsCar park

13 mins

Domestic Airport precinct Dwell timeArrivals3

Page 106: Outnumbered | APN Outdoor

106

The Chinese traveller is the number 1 international passenger to Sydney Airport.1

Sydney International Airport

Page 107: Outnumbered | APN Outdoor

Airp

ort

Chinese visitor numbers increased by almost 20% in 2015.1

Page 108: Outnumbered | APN Outdoor

108

The Sydney to Melbourne flight is one of the top 10 most travelled routes in the world.4

Sydney Domestic terminal

Page 109: Outnumbered | APN Outdoor

Airp

ortPerth Airport

International arrivals into Perth are most likely to be from Singapore or Indonesia.1

Page 110: Outnumbered | APN Outdoor

110

With the Snowy Mountains on Canberra’s doorstep, Canberra Airport is a popular thoroughfare for ski trips throughout winter.1

Canberra Airport

Page 111: Outnumbered | APN Outdoor

Airp

ort

International flights now leave from Canberra Airport.1

Page 112: Outnumbered | APN Outdoor

112

Over the last three years The Lab Strategy have proudly worked with APN Outdoor to obtain a deep and detailed understanding of people’s lives, their daily commutes and where the various media channels fit into their world – using a range of leading edge methodologies to ‘go deeper’ than simple observation, Q&A or number crunching.

Matt Sandwell, Strategy Director, The Lab Strategy and Planning.

Testimonial

Page 113: Outnumbered | APN Outdoor

Airp

ort

Sources 1. Airport Passenger Data. Sydney Airport. Sydney Airport Terminal 2 is the domestic terminal for Virgin Australia, Jetstar, Tiger Airways, Rex. Perth Airport Passenger

Data. APN Outdoor Perth Airport offering covers Terminal 1 International & Virgin Domestic, Terminal 2 Domestic (Alliance, Tiger, Virgin) and Terminal 3 Domestic

(Jetstar). Canberra Airport Passenger Data

2. Nielsen CMV S10, 2015. Sydney – will travel through T2: Intend to travel domestically in the next 12 months and very likely/likely to travel on Virgin Australia, Jetstar,

Tiger Airways, and Regional Express. Sydney – Unlikely to travel through T3: Intend to travel domestically in the next 12 months, and not very likely or not at all

likely to travel on Qantas or QantasLink. Perth – Intend to travel domestically in the next 6 months. Over-indexing demos, compared to the average person in

Perth. Perth – Intend to travel overseas in the next 12 months. Over-indexing demos, compared to the average person in Perth. ACT Market. Intend to travel

domestically in next 6 months or overseas next 12 months. Highest indexing variables

3. The Airport Economy Study Millward Brown & APN Outdoor, 2015. Australia

4. Flight Stats.com.

Airport | Lightbox | Domestic| Perth Airport | Concourse Screen | Domestic Terminal 2 | Sydney

Airport | Portrait Digital | Domestic | PerthAirport | Lightbox | International Terminal 1 | Sydney

Page 114: Outnumbered | APN Outdoor

1143

Last Page.indd 3 9/06/2016 3:42 PM

Page 115: Outnumbered | APN Outdoor

3

Last Page.indd 3 9/06/2016 3:42 PM

OFFICIAL OUTDOOR MEDIA PARTNER OF THE AUSTRALIAN OLYMPIC TEAM

Inside back cover.indd 3 10/06/2016 9:06 AM

Page 116: Outnumbered | APN Outdoor