geography of time and touchpoints time use planning 2012
DESCRIPTION
Time Use Planning is increasingly important in OOH considering 20% of OOH revenue was from digital in 2012. So this presentation from Posterscope looks at 4 important factors to consider when planning OOH by time of day such as “where consumers are”, “what they are doing”, “who they are with” and “what is their wellbeing/mood.”TRANSCRIPT
Geography of Time & Touchpoints
Time Use: Planning for OOHRussell Smither
OOH is welcomedAn experience enhancer not detractor
OOH’s Ongoing EvolutionTraditional – Digital - Convergence
Convergence – Interactive – Opt In
Digital – Targeted - Relevant
Traditional – Broadcast - Welcome
80%
<1%
19%
18 24 26 31 36 43 51 52 62 67 68 74
About the right amount of advertising
Traditional – Broadcast - Welcomed
Q: How much advertising do you think there is on the following media?Source: The London Commuter, Kantar Media, 1,123 Commuters, CBS Outdoor
OOH – The Right Amount of Advertising
ListerineMon-Fri Morning Commuter
“It’s a good time to reach people because they have just brushed their
teeth and are thinking about their breath”
HarrodsThurs/Fri Morning & Evening
CommuterSat Morning & Afternoon Consumer
“It’s effective as the weekend’s approaching which is a key shopping time & plans are being made”
“It targets commuters with disposable income & Saturday captures tourist market”
Consumers engage with time specific messagesDigital – Targeted - Relevant
3 main ways to utilise Time Specific OOH Messages
Associated Daypart Packs
Referencing Time/Location
Real Time
It’s All In the Timing
• http://www.youtube.com/watch?v=x7cyFGo6trI
For video search ‘Posterscope NFC’ on YouTube
Convergence – Interactive - Opt in
OOH and its increasing Convergence with Mobile
Source: JCDECAUX Reading Test 2012
Insight on when Interactions are occurring
0
100
200
300
400
500
600
Source: JCDECAUX Reading Test 2012
Inte
ract
ions
Insight on when Interactions are occurring
Source: JCDECAUX Reading Test 2012
Insight on where Interactions are occurring
Reasons to Interact
Video Source: http://www.youtube.com/watch?v=ORkuWJcJpXo
Researching & Planning OOH by Time Use
Geography of Time
Researching & Planning OOH by Time Use
WELLBEING?
WHERE?
WHAT?
WHO WITH?
WHEN ...
WELLBEING?
WHERE?
WHAT?
WHO WITH?
WHEN ...
Most OOH planning by time use is based on where &
what
Mo-
Su 6
.00
am
Mo-
Su 6
.30
am
Mo-
Su 7
.00
am
Mo-
Su 7
.30a
m
Mo-
Su 8
.00
am
Mo-
Su 8
.30
am
Mo-
Su 9
.00
am
Mo-
Su 9
.30
am
Mo-
Su 1
0.00
am
Mo-
Su 1
0.30
am
Mo-
Su 1
1.00
am
Mo-
Su 1
1.30
am
Mo-
Su 1
2.00
pm
Mo-
Su 1
2.30
pm
Mo-
Su 1
.00
pm
Mo-
Su 1
.30
pm
Mo-
Su 2
.00
pm
Mo-
Su 2
.30p
m
Mo-
Su 3
.00
pm
Mo-
Su 3
.30
pm
Mo-
Su 4
.00
pm
Mo-
Su 4
.30
pm
Mo-
Su 5
.00
pm
Mo-
Su 5
.30
pm
Mo-
Su 6
.00
pm
Mo-
Su 6
.30
pm
Mo-
Su 7
.00
pm
Mo-
Su 7
.30
pm
Mo-
Su 8
.00
pm
Mo-
Su 8
.30
pm
Mo-
Su 9
.00p
m
Mo-
Su 9
.30
pm
Mo-
Su 1
0.00
pm
Mo-
Su 1
0.30
pm
Mo-
Su 1
1.00
pm
Mo-
Su 1
1.30
pm
0
10
20
30
40
50
60
70
All adults 15+ TV All adults 15+ OOH 15-34 London TV15-34 London OOH
TV viewing is complemented by OOH targeting hard to reach TV audiences
Touchpoints 2012TV = Watching TV (Any)ANY OOH = (At work/school/college/Travelling/Elsewhere outdoors/ cafe/gym/pub/restaurant/shopping mall/supermarket)
FULL DAY = 15-34 London spend 16% more time OOH & 12% less watching TV
POST 6PM = 15-34 London spend 39% more time OOH & 17% less watching TV
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Weekday
Saturday
Sunday
9am Weekday
50%
2.50pm Weekday
90%
11am Sat/Sun
50%
4.50pm Sat90%
4pm Sun90%
Source: Geography of Time
50% consumers who travel have done so by 9am on a weekday and
11am on a weekend
1.30pm Sat/Sun
50%
8.30pm Sat/Sun
90%
7.0
0 am
7.2
9 am
7.5
9 am
8.2
9 am
8.5
9 am
9.2
9 am
9.5
9 am
10.
29 a
m
10.
59 a
m
11.
29 a
m
11.
59 a
m
12.
29 p
m
12.
59 p
m
1.2
9 pm
1.5
9 pm
2.2
9 pm
2.5
9 pm
3.2
9 pm
3.5
9 pm
4.2
9 pm
4.5
9 pm
5.2
9 pm
5.5
9 pm
6.2
9 pm
6.5
9 pm
7.2
9 pm
7.5
9 pm
8.2
9 pm
8.5
9 pm
9.2
9 pm
9.5
9 pm
10.
29 p
m
10.
59 p
m
11.
29 p
m
11.
59 p
m
0
10
20
30
40
50
60
70
80
90
100
Wednesday
Saturday
Sunday
Commercial TV viewing does not achieve 50% reach until 4.30pm
on a weekday4.30pm
Weekday50%
9pm Weekday
90%
Source: Touchpoints 2012
Time of first travel is dictated by purpose
07:3
0
08:1
0
08:5
0
09:3
0
10:1
0
10:5
0
11:3
0
12:1
0
12:5
0
13:3
0
14:1
0
14:5
0
15:3
0
16:1
0
16:5
0
17:3
0
18:1
0
18:5
0
19:3
0
20:1
0
20:5
0
21:3
0
22:1
0
22:5
0
23:3
00%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Paid workLeisureShopping
8.10am 50%
1.20pm 90%
1pm 50%
7pm 90%
12.30pm
50%5.30pm
90%
Source: Geography of Time
WELLBEING?
WHERE?
WHAT?
WHO WITH?
WHEN ...
But we can also think about Time use planning by company and mood
Time to be Social
7.0
0 am
7.2
9 am
7.5
9 am
8.2
9 am
8.5
9 am
9.2
9 am
9.5
9 am
10.
29 a
m
10.
59 a
m
11.
29 a
m
11.
59 a
m
12.
29 p
m
12.
59 p
m
1.2
9 pm
1.5
9 pm
2.2
9 pm
2.5
9 pm
3.2
9 pm
3.5
9 pm
4.2
9 pm
4.5
9 pm
5.2
9 pm
5.5
9 pm
6.2
9 pm
6.5
9 pm
7.2
9 pm
7.5
9 pm
8.2
9 pm
8.5
9 pm
9.2
9 pm
9.5
9 pm
10.
29 p
m
10.
59 p
m
11.
29 p
m
11.
59 p
m
0
10
20
30
40
50
60
70
80
90
100
Wednesday
Saturday
Sunday
10.30am Weekday
50%
6.30pm Weekday
90%
Communication = E-Mailing or Social Networking (Facebook, Twitter Etc) or Instant Messaging or SMS Texting/Picture Messaging or Talking on Mobile Phone/Device/Landline or writing to Somebody or Other Communications Via Internet
12 noon Sun 50%
7.30pm Sun90%
11.30am Sat 50%
6.30pm Sat 90%
Nowadays we are constantly communicating throughout the day
Source: Touchpoints 2012
7.0
0 am
7.2
9 am
7.5
9 am
8.2
9 am
8.5
9 am
9.2
9 am
9.5
9 am
10.
29 a
m
10.
59 a
m
11.
29 a
m
11.
59 a
m
12.
29 p
m
12.
59 p
m
1.2
9 pm
1.5
9 pm
2.2
9 pm
2.5
9 pm
3.2
9 pm
3.5
9 pm
4.2
9 pm
4.5
9 pm
5.2
9 pm
5.5
9 pm
6.2
9 pm
6.5
9 pm
7.2
9 pm
7.5
9 pm
8.2
9 pm
8.5
9 pm
9.2
9 pm
9.5
9 pm
10.
29 p
m
10.
59 p
m
11.
29 p
m
0
2
4
6
8
10
12
14
All Adults Social Networking WeekdaysAll Adults Social Networking Weekend15-24 Social Networking (Mon-Sun)
Time use analysis informs us when Social Networking occurs
Source: Touchpoints 2012
health
car
e
was
hing
, iro
ning
..
.
clea
ning
, tid
ying
...
bus, tr
am
train,
tube
paid
wor
k
car
othe
r ac
tiviti
es
...
othe
r tra
vel
...
pers
onal
shop
ping
etc
...
cook
ing
mee
tings
DIY, g
arde
ning
...
walking
, jog
ging
..
.
scoo
ter,
mot
orbi
ke .
..
care
adu
ts, o
ther
...
care
adu
lts, o
wn
hh...
educ
ation
cycle
eatin
g, d
rinking
..
.
recr
eatio
nal s
tudy
...
usin
g a
com
pute
r ..
.
wat
ch, l
isten
med
ia...
rest
ing
care
/play
own
kids
...
care
oth
er k
ids
...
pet c
are
volu
ntar
y wor
k
...
chur
ch
sleep
ing
spor
ts, e
xerc
ising
...
read
ing
with
friend
s, fa
mily
...
teleph
one
frien
ds
...
out w
ith fr
iend
s
...
hobb
ies
cine
ma,
thea
tre,
c...
2.5
3.0
3.5
4.0
4.5
5.0
5.5
6.0
6.5
7.0
Mean
We are “Social beings”Leisure and Communication the
most enjoyed activities
En
joym
en
t
Source: Geography of Time
Th-S
a 6.
00 a
m to
6.2
9 am
Th-S
a 6.
30 a
m to
7.0
0 am
Th-S
a 7.
00 a
m to
7.2
9 am
Th-S
a 7.
30 a
m to
7.5
9 am
Th-S
a 8.
00 a
m to
8.2
9 am
Th-S
a 8.
30 a
m to
8.5
9 am
Th-S
a 9.
00 a
m to
9.2
9 am
Th-S
a 9.
30 a
m to
9.5
9 am
Th-S
a 10
.00
am to
10.
29 a
m
Th-S
a 10
.30
am to
10.
59 a
m
Th-S
a 11
.00
am to
11.
29 a
m
Th-S
a 11
.30
am to
11.
59 a
m
Th-S
a 12
.00
pm to
12.
29 p
m
Th-S
a 12
.30
pm to
12.
59 p
m
Th-S
a 1.
00 p
m to
1.2
9 pm
Th-S
a 1.
30 p
m to
1.5
9 pm
Th-S
a 2.
00 p
m to
2.2
9 pm
Th-S
a 2.
30 p
m to
2.5
9 pm
Th-S
a 3.
00 p
m to
3.2
9 pm
Th-S
a 3.
30 p
m to
3.5
9 pm
Th-S
a 4.
00 p
m to
4.2
9 pm
Th-S
a 4.
30 p
m to
4.5
9 pm
Th-S
a 5.
00 p
m to
5.2
9 pm
Th-S
a 5.
30 p
m to
5.5
9 pm
Th-S
a 6.
00 p
m to
6.2
9 pm
Th-S
a 6.
30 p
m to
6.5
9 pm
Th-S
a 7.
00 p
m to
7.2
9 pm
Th-S
a 7.
30 p
m to
7.5
9 pm
Th-S
a 8.
00 p
m to
8.2
9 pm
Th-S
a 8.
30 p
m to
8.5
9 pm
Th-S
a 9.
00 p
m to
9.2
9 pm
Th-S
a 9.
30 p
m to
9.5
9 pm
Th-S
a 10
.00
pm to
10.
29 p
m
Th-S
a 10
.30
pm to
10.
59 p
m
Th-S
a 11
.00
pm to
11.
29 p
m
Th-S
a 11
.30
pm to
11.
59 p
m
10
20
30
40
50
60
70
Watching Tv Watching TV and Socialising OOH OOH and Socialising
OOH = Travelling, Elsewhere Indoors, Elsewhere Outdoors
91% Watch TV 22% Watch TV and
Socialising
89% OOH 37% OOH and
Socialising
Thursday to Saturday
%
OOH is the Social Medium
16-34
Source: Touchpoints 2012
Th-S
a 6.
00 a
m to
6.2
9 am
Th-S
a 6.
30 a
m to
7.0
0 am
Th-S
a 7.
00 a
m to
7.2
9 am
Th-S
a 7.
30 a
m to
7.5
9 am
Th-S
a 8.
00 a
m to
8.2
9 am
Th-S
a 8.
30 a
m to
8.5
9 am
Th-S
a 9.
00 a
m to
9.2
9 am
Th-S
a 9.
30 a
m to
9.5
9 am
Th-S
a 10
.00
am to
10.
29 a
m
Th-S
a 10
.30
am to
10.
59 a
m
Th-S
a 11
.00
am to
11.
29 a
m
Th-S
a 11
.30
am to
11.
59 a
m
Th-S
a 12
.00
pm to
12.
29 p
m
Th-S
a 12
.30
pm to
12.
59 p
m
Th-S
a 1.
00 p
m to
1.2
9 pm
Th-S
a 1.
30 p
m to
1.5
9 pm
Th-S
a 2.
00 p
m to
2.2
9 pm
Th-S
a 2.
30 p
m to
2.5
9 pm
Th-S
a 3.
00 p
m to
3.2
9 pm
Th-S
a 3.
30 p
m to
3.5
9 pm
Th-S
a 4.
00 p
m to
4.2
9 pm
Th-S
a 4.
30 p
m to
4.5
9 pm
Th-S
a 5.
00 p
m to
5.2
9 pm
Th-S
a 5.
30 p
m to
5.5
9 pm
Th-S
a 6.
00 p
m to
6.2
9 pm
Th-S
a 6.
30 p
m to
6.5
9 pm
Th-S
a 7.
00 p
m to
7.2
9 pm
Th-S
a 7.
30 p
m to
7.5
9 pm
Th-S
a 8.
00 p
m to
8.2
9 pm
Th-S
a 8.
30 p
m to
8.5
9 pm
Th-S
a 9.
00 p
m to
9.2
9 pm
Th-S
a 9.
30 p
m to
9.5
9 pm
Th-S
a 10
.00
pm to
10.
29 p
m
Th-S
a 10
.30
pm to
10.
59 p
m
Th-S
a 11
.00
pm to
11.
29 p
m
Th-S
a 11
.30
pm to
11.
59 p
m
10
20
30
40OOH
OOH and Socialis-ing
OOH particularly social in the evening
%50%
50%
THURS – SAT = 89% OOH, 37% OOH AND SOCIALISINGTHURS – SAT 9PM = OF ALL OOH, 50% ARE SOCIALISING
16-34
OOH = Travelling, Elsewhere Indoors, Elsewhere Outdoors
Thursday to Saturday
Source: Touchpoints 2012
The Friend Factor Mood increases across the day
when you are with others
6.00 am
6.30 am
7.00 am
7.29 am
7.59 am
8.29 am
8.59 am
9.29 am
9.59 am
10.29 am
10.59 am
11.29 am
11.59 am
12.29 pm
12.59 pm
1.29 pm
1.59 pm
2.29 pm
2.59 pm
3.29 pm
3.59 pm
4.29 pm
4.59 pm
5.29 pm
5.59 pm
6.29 pm
6.59 pm
7.29 pm
7.59 pm
8.29 pm
8.59 pm
9.29 pm
9.59 pm
10.29 pm
10.59 pm
11.29 pm
55
60
65
70
75
80
85
On My Own With Friends
Mo
od
Sc
ore
Source: Touchpoints 2012
TV OOH Travelling Radio60
65
70
75
80
On My Own With Friends With Partner/Spouse With Kids
Mood S
core
The Friend Factor Mood increases for all activities
particularly those OOH
Source: Touchpoints 2012
Technology as a Real World Social Enabler
0-50 51-250 251-500 500+0%
10%
20%
30%
40%
50%
60%
31% 33%43% 49%
% R
ea
ch
of
So
cia
lisin
g O
OH
Socialising OOH = Socialising & (Travelling/Elsewhere outdoors/cafe/gym/pub/restaurant/shopping mall/supermarket)
Source: Touchpoints 2012
Final Thoughts
WELLBEING?
WHERE?
WHAT?
WHO WITH?
WHEN ...
Time Use: Real World Planning