ooh in summerlocation-specific digital ooh campaign this summer. the data-driven activation was...

FOR A LANDSCAPE OF POSSIBILITIES

OOH IN SUMMER


WEATHER: A HOT TOPIC…

70% of British people check the weather forecast at least once a day!

In the UK, the weather is used as a social prop by up to 60% of people

Weather is a sought-after piece of info…

Source: YouGov Social Issues Research Centre


WEATHER HAS A POSITIVE EFFECT ON MOOD

47%

11%

0%

20%

40%

60%

80%

100%

Spring/Summer Autumn/Winter

Very Active

Moderately active

Slightly active

No change

Nearly half (47%) of people become more active during

Spring/Summer, when the weather gets warmer

Source: GMI/Mintel

29%40%

32%

19%

25%28%

21%

13%15%

15%11% 11%

16% 11% 14%

0%

20%

40%

60%

80%

100%

Exercise/Get Fit Go to sporting events

Go out to pubs/restaurants

16-24 25-34 35-44 45-54 55+

Younger adults are most active when the weather get better, as they see it as an opportunity to socialise more


WEATHER AFFECTS BEHAVIORS

More people are out and about and have a positive, shopping-focused mindset

31%

31%

44%

49%

49%

49%

52%

58%

60%

I tend to buy more premium brands during this time

Use technology (e.g. mobile/online) for suggestions on things to do

Buy larger range of products to cater for entertaining

I spend more time shopping

I like to keep my pantry well stocked in case of visitors

I am on the lookout for new things

I usually travel locally

I spend more time out and about

I generally spend more money than I usually do

0% 10% 20% 30% 40% 50% 60% 70%

Source: Adshel EthnographyStudy 2012


18%

91%74% 81% 72% 71%

92%

47%

82%69% 78% 72%

82%

9%26% 19% 28% 29%

8%

53%

18%31% 22% 28%

0%

20%

40%

60%

80%

100%

Spring/Summer Autumn/Winter

SUMMER HAS AN IMPACT ON SALES PERFORMANCES ACROSS A WIDE CATEGORY RANGE

Summer causes people to change their plans, making them more likely to seek out or avoid certain activities, products and services

Source: GMI/Mintel


SUMMER CREATES SEASONAL DEMANDS

Online sales of sunglasses increase on a clear day when there is low cloud cover

For every +1C

increase, beer

consumption increases by

+1.2%

On the warmest and sunniest days, demand for

frozen yogurt/ice-

cream increases by 31% above

average

84% wear sun cream, with a

third purchasing in July & August

Over 1 in 2 wear a summer

version of their

favourite fragrance

Source: GMI/Mintel, Exterion Media Work Shop Play panel


USING SUMMER FOR LAUNCHES

During the warmer months of Spring and Summer, 83% of people will make at least

one lifestyle change (twice as much as Autumn and

Winter)

The period is ideal for introducing new products

and trials

Source: GMI/Mintel


HOW DOES SUMMER AFFECT MEDIA BEHAVIOUR?

54% of people believe they are “more aware” of outdoor advertising over summer

33% of people say they watch less TV over summer

21% say they spend less time online using a desktop or a laptop

56% of respondents said that they spend the same amount of time online while out of home on a tablet or phone

Almost a third, 63%, also said they spend the same amount of time on social media, irrespective of what season it is

Source: Ad News, Clear Channel AdShel Summer survey


SUMMER DRIVES TRAFFIC

90 9398 101 102 104 106 107 104 103

9893

60

70

80

90

100

110

120

130

140

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

TV

Sunlight

Traffic

Source: BARB - Department for Transport Statistics

As the amount of sunlight increases, total traffic in the UK goes up resulting in lower TV ratings

People are out and about more and thus exposed to OOH for longer and more often


TRAVEL SURVEY – TRIPS BY ACTIVITY

0

2

4

6

8

10

12

14

16

18

20

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Trips by activity per person per month

Commuting Shopping

Jul/Aug effect+6%

+1%

+4%

Source: Travel Survey 2012


PEDESTRIAN PRESENCE - LONDON

Jul/Aug effect

+19%

Source: TFL Group Planning, Strategic Analysis


SEASONAL AUDIENCES – SUMMER HOLIDAY PERIOD

ALL VIEWERS Benchmark01 Apr – 17 Jul & 1st Sept – 31st Dec

Summer18Jul – 31 Aug

Screen interactions Screen interactions Summer Index

Daily average 568,486 604,390 106

Average Fri 645,061 691,975 107

Average Sat 547,236 576,898 105

First Friday 18th Jul 568,486 697,195 123

First Sat 19th Jul 568,486 580,699 102

Viewing audiences are 6% higher during the school holidays.

The first Friday of the school holidays sees a significant increase in screen viewers, with audiences increasing by 23% vs the rest of the year.

Source: AMScreen


SEASONAL AUDIENCES – SUMMER HOLIDAY PERIOD

ADULTS 15-34 Benchmark01 Apr – 17 Jul & 1st Sept – 31st Dec

Summer18Jul – 31 Aug

Screen interactions

Screen interactions Summer Index

Daily average 242,572 271,894 112

Average Fri 273,038 308,357 113

Average Sat 237,811 261,817 110

First Friday 18th Jul 242,572 319,623 132

First Sat 19th Jul 242,572 261,471 108

The increase in School holiday viewing audiences is most pronounced among viewers aged 15-34, whom demonstrate a +12% increase in daily viewing figures during this time and a +32% uplift on the Friday school getaway.

Source: AMScreen


LOCAL NATIONAL EVENTS – CLEAR UPLIFTS AROUND LOCAL AREA AND TRAFFIC ROUTES

One offs Weekends Longer

Average indexes

112, 112, 102

Peak indexes

140, 140, 114

126

121

140

93

111

104

118

125

108

95

107

105

106

99

106

101106

Source: AMScreen


CASE STUDIES


ObjectivesTo alert hay fever sufferers when pollen counts are high, Benadryl launched a dynamic, reactive, location-specific Digital OOH campaign this summer. The data-driven activation was based on official Met Office pollen readings.

Idea & ExecutionIn a media first, the data-driven campaign based on official Met Office pollen counts, is both geo-targeted to those areas registering high pollen counts, and location-specific, providing localised map readings based on the exact location of each individual digital outdoor site.

Results• 294% increase in visits from “pollen”

related search terms vs. year ago• 385% increase in page views from

“pollen” related search terms • Achieved number 1 in SERPS

(Google UK)• 52% market share in websites

receiving traffic from “Pollen Count” • 70% share in websites receiving

traffic from “Pollen Forecast”,• 21% market share for the term

“Pollen”

BENADRYL “POLLEN COUNT”


LIPTON ICE TEA “THERMAL ACTIVATION” TRIAL

To get consumers to trial Lipton Ice Tea, a “free product” coupon was printed on the front of the cash machine receipt

The campaign was thermally activated, meaning that the offer was only available in sunny weather, making it contextually relevant

The campaign was targeting London only Tesco store cash machines

Activity resulted in 13,337 redemptions

According to EPOS data, there was a 35% sales uplift during the campaign period

Average redemption rate was 10%, ahead of industry standards

Analysis suggests that redemptions built throughout the campaign but especially after the second week of activity

ooh in summerlocation-specific digital ooh campaign this summer. the data-driven activation was...

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