Outnumbered | APN Outdoor
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Transcript of 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
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.
of Australians spend more time outside now than they did a year ago.3
4
Australians daily.1
Australians drive or ride on major roads every day.2
Outdoor reaches
12.2 million
9.4 million
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or
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
Spend 10 hours driving2
Every week Australians…
Spend 17.3 hours outside2
Make 22 journeys2
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tdo
or
Australians are likely to see an average of 26 Outdoor advertising faces each day.1
8
Outdoor is the least avoided ad format with only 14% actively avoiding ads.2
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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
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
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1 2
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
141 4 Elite Screens | All Traffic Entry Landmark | Sydney Airport, Domestic | Sydney
This Elite Screen
REACHES 100% OF Sydney Domestic
Airport traffic.
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%
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
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
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
Elite
Scr
eens
25% see them everyday.4
Of the Digital Billboard audience see them at least once a week.4
Frequency
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
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
2 2
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
24
Billboards | Broadway | Sydney
Billb
oa
rds
of Australians in metro areas will see at least one APN Outdoor Billboard a month.4 Reach
26
of people think brands seen on Billboards are well known and important.1
Billboards make brands seem BIGGER. Brand elevation
54%
Billb
oa
rds
Attention
of people say that ads on Billboards get their attention.1
Attention
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%
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
30
of Professionals say they travel the same route frequently, and see the same ads more than once.3
Frequency
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.
32
Audience heavily skewed towards
Broadway & George St JunctionSydney NSW
5 MILLION contacts over
28 DAYS4
OG1s4
Billb
oa
rds
Audience heavily
SKEWED TOWARDSOG1 and P18-394
Melbourne VICCorner Swanston & Flinders Streets
6.3 MILLIONcontacts over
28 DAYS4
High pedestrian
AUDIENCE4
34
Story Bridge Fortitude Valley QLD
Audience heavily skewed towards 4 MILLION
contacts over
28 DAYS4OG1s
4
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
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
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
38
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
40
Tra
nsit
#1 most seen Outdoor format.2Recall
recall seeing Transit Ads (in the past 7 days).2
54%
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
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%
44
of people see ads on buses or trams everyday.3
Tra
nsit
Seen every day, multiple times a week.
Frequency
see ads on buses or trams multiple times a day.340%
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%
Tra
nsit
Response Transit evokes a positive reaction, not avoidance.
‘I like advertising on buses/trams because it isn’t intrusive’.3
48
of MGBs with kids looked out for the advertised product the next time they were shopping.1
63%
Tra
nsit
Action Prompts action. After seeing a Transit ad…
have visited the website of an advertised product or service.150%
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.
Tra
nsitMaxiVehicle
73% AGREE ads that cover the whole
bus or tram are hard to miss.3
52
Transit Sides
‘I often see ads on the side of buses’.365%
Tra
nsitTransit Backs
56% often notice
ads on the back of buses.3
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
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%
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
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
585 8
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
60
Rail
Reach
of Australians catch the train in a typical week.1
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
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
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
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%
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%
Rail
ImpactRail Media drives commuters online.
of commuters have visited the website or searched online for an advertised product/service.3
60%
68
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.
70
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
72
Proof XtrackTV aided excitement and audience growth for The Seven Network’s X-Factor launch.
audience uplift on launch.5
21%
Rail
HealthyME TV, lifestyle brand, successfully used the format to increase online traffic.Proof
spike in organic search and direct
web traffic.5
26%
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
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
7676
Airp
ortAdvertising across APN Outdoor’s
airports impacted 55 million+ passenger journeys in 2015.
PassengersAudienceActionInteractionDwell time
78 Airport | Landscape Digital | Check in | Domestic terminal 2 | Sydney
Airp
ort
Last year was a record year for Australia’s busiest airport. 39.7 million flyers travelled through Sydney Airport.
Sydney Airport
80
Sydney International terminal
travellers passing through T1.1
Sydney International passengers grew by
4.3%in 2015, with
13.7 million
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
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
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%
84
In 2015, APN Outdoor’s Perth airport offering
reached
Perth Airports
passengers.1
8.6million
Airp
ort
passengers passed through Perth’s International T1 Terminal in 2015.1
Perth International terminal
4.2million
86
40of people in Perth will travel overseas in the next 12 months.2
Perth International terminal
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
88
domestic passengers passed through Perth
T2 and T3 in 2015.1
Perth Domestic terminals
4.4million
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
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
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
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
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
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
Airp
ortDwell time
Australian average in-airport dwell time is high.
International departures: 139 mins3
Domestic departures: 72 mins3
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%
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%
98
Action
of airport passengers have taken action after seeing an ad in the airport.3
Airp
ort
considered the product/service
next time they were looking to make
a purchase.3
researched the product or
service online.3
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%
Airp
ort
say they pay attention to ads in the airport environment.3
Engaging
58%
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
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
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
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
106
The Chinese traveller is the number 1 international passenger to Sydney Airport.1
Sydney International Airport
Airp
ort
Chinese visitor numbers increased by almost 20% in 2015.1
108
The Sydney to Melbourne flight is one of the top 10 most travelled routes in the world.4
Sydney Domestic terminal
Airp
ortPerth Airport
International arrivals into Perth are most likely to be from Singapore or Indonesia.1
110
With the Snowy Mountains on Canberra’s doorstep, Canberra Airport is a popular thoroughfare for ski trips throughout winter.1
Canberra Airport
Airp
ort
International flights now leave from Canberra Airport.1
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
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
1143
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OFFICIAL OUTDOOR MEDIA PARTNER OF THE AUSTRALIAN OLYMPIC TEAM
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