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May 2012
• Rich multidimensional study of consumers’ daily lives
• Captures behavior in real time, on a smartphone, helping marketers identify contextual factors that impact message receptivity
• High quality measurement of all media from a single sample
• Identifies the sequence of media exposure in the full context of daily lives
• Innovative foundation for fusing other data sources
What is USA TouchPoints?
2
3
Recruitment & Training Survey After the Survey
National probability sample of
2,000 adults 18-64 from
GfK MRI Sample
Training call scheduled within
24 hours of recruitment
Participants: Entries collected over 10 days
Administration: Performance rates checked, participant compliance ensured (calls made to participants if needed), monitoring flags analyzed
Incentive, Thank Yous
Data Editing Rules
Applied
Ascribed to 21,000+ respondents of GfKMRI’s Survey of the American Consumer TM
GfK MRI Respondents
USA TouchPoints©
Diary
USA TouchPoints Syndicated Study Methodology
Data Is Captured Every 30 Minutes Over 10 Days
What’s Measured?
4
Key Benefits of USA TouchPoints
Opportunity to increase advertising ROI by placing ads when and where consumers are likely to be receptive to the message …
Who they’re with
What they’re doing
Whatthey
buy, own, use
When activities occur
Media
Where they are
How they feel
What kind of people they are
5
In the right mood, with the right people, doing the right things, in the right place
5
Look! Buy!
While Consumers Are Away From Home, They’re Also Doing Things That Are Critical To Marketers
6
They’re Using Media And Being
Reached By Messages
They’re Socializing And
Influencing Other People
They’re Shopping and Making Purchasing Decisions
The Importance Of Being Away From Home To Consumers’ Lives
7
‘Away From Home’Consumer Definitions
TravelingCar or truckMotorcycleAirportAirplaneBicycleWalking
OutsideOutdoors away from home
Public TransportationBusSubway or trainBoat or ferry
Food ServiceQuick service restaurantRestaurant or bar
RetailGrocery storeOther store or mall
GymGym or health club
8
Most Americans interact every day with ‘away from home’ places & vehicles…
9
Americans Are ‘Away From Home’
10
86%
86%
0
20
40
60
80
100
Away From Home
Avg.
Day
Rea
ch (%
)
Average Day
A18-64Reported time: 6AM-12AM
*Also includes ‘Away From My Workplace’
*
‘Away From Home’ Has A Large Impact on Consumers’ Days
11
On the average day, you can reach 86% of consumers
Average Day
Away From Home* Other
A18-64Reported time: 6AM-12AM
*Also includes ‘Away From My Workplace’
Avg.
Day
Rea
ch (%
)
Away From Home* By Time Of Day
0
10
20
30
40
50
60
70
80
Peak Time for ‘Away From Home’ Is During the Afternoon
A18-64
12
*Also includes ‘Away From My Workplace’
Peak6A-10A
10A-3P3P-7P
7P-12A
0
5
10
15
20
25
30A 18-64 A $75K+ A 18-34 W 18-64
Avg.
Day
Rea
ch (%
)
*Also includes ‘Away From My Workplace’
Different Demo Groups Have Similar Patterns For When They’re ‘Away From Home’
While Away From Home* By Time of Day
88%
82%
0
20
40
60
80
100
Weekday Weekend
Avg.
Day
Rea
ch (%
)
Away From Home*
Americans Are ‘Away From Home’ on Weekday And Weekend a Similar Degree
14
A18-64Reported time: 6AM-12AM
*Also includes ‘Away From My Workplace’
0
5
10
15
20
25
30
35A 18-64 A $75K+ A 18-34 W 18-64
0
5
10
15
20
25
30
35A 18-64 A $75K+ A 18-34 W 18-64
*Also includes ‘Away From My Workplace’
‘Away From Home’ Patterns Vary DramaticallyOn The Weekdays And Weekends
Away From Home* By Time Of Day -Weekday
Away From Home* By Time Of Day -Weekend
Avg.
Day
Rea
ch (%
)
Avg.
Day
Rea
ch (%
)
Afternoon Is The Peak For ‘Away From Home’ On Both Weekdays And Weekends
0
10
20
30
40
Avg.
Day
Rea
ch (%
)
Away From Home* By Time Of Day
Weekday Weekend
A18-64
16
* Away From Home: represents also ‘Away From My Workplace’
… and their ‘away from home’ opportunities vary by Place…
17
Most Americans interact every day with ‘away from home’ places & vehicles…
Consumer Definitions Of ‘Away From Home’
TravelingCar or truckMotorcycleAirportAirplaneBicycleWalking
OutsideOutdoors away from home
Public TransportationBusSubway or trainBoat or ferry
Food ServiceQuick service restaurantRestaurant or bar
RetailGrocery storeOther store or mall
GymGym or health club
18
Traveling48%
Retail19%
Food Service16%
Outside11%
Gym4%
Public Transport
2%
Share of Consumers Away From Home*
Traveling62%
Retail13%
Outside10%
Food Service10%
Gym3%
Public Transport
2%
Share of Time Away From Home*
Travel Dominates ‘Away From Home’ Experiences
19
A18-64Reported time: 6AM-12AM
*Also includes ‘Away From My Workplace’
0
10
20
30
40
50
60
70
80
90
100
Traveling Retail Food Service Outside Gym Public Transportation
A18-64 A$75K+ A18-34 W18-64
Avg.
Day
Rea
ch (%
)
Reported time: 6AM-12AM
*Also includes ‘Away From My Workplace’
Different Places Have Different ReachBy Demographic
Away From Home* by Demo
+8%
+51%
+18%+14%
0
20
40
60
80
100
Traveling Retail Food Service Outside Gym Public Transportation
Away From Home* Weekdays vs. WeekendsWeekday Weekend
On Weekends, ‘Away From Home’ Experiences Shift
0
20
40
60
80
100
Weekday Weekend
Avg.
Day
Rea
ch (%
)
Total Away From Home*Weekday Weekend
+16%+10%
+27%
-9%
21
A18-64Reported time: 6AM-12AM
*Also includes ‘Away From My Workplace’
0
5
10
15
20
Avg.
Day
Rea
ch (%
) Traveling
Outside
Public Transportation
Food Service
Retail
Gym
While ‘Away From Home’, There Are Distinct Primetimes To Different Places
22
A18-64
Traveling
Outside
Public Transportation
Food Service
Retail
Gym
23
8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11 12
AM PM
While ‘Away From Home’, There Are Distinct Primetimes To Different Places
Primetime Coverage by PlaceThe staggered nature of
Primetimes suggests multiple placements are
most effective for maximum consumer
exposure
A18-64
Avg.
Day
Rea
ch (%
)
Traveling
0
10
20
30
40
50
60
70
Travel Opportunities Have Four Peaks On The Average Day
A18-64
“Four Prime Times”
24
6A-10A
10A-3P
3P-7P
7P-12A
Avg.
Day
Rea
ch (%
)
Outside Public Transportation
0
2
4
6
8
10
12
14
16
Outside And Public Transportation Opportunities
Have Distinct Primetimes
A18-64
25
6A-10A
10A-3P3P-7P
7P-12A
Avg.
Day
Rea
ch (%
)
Retail Gym
0
5
10
15
20
25
Mid-Day Is Retail Primetime; Gym Peaks Slightly Mid-Morning And After Work
A18-64
26
6A-10A
10A-3P
3P-7P
7P-12A
Avg.
Day
Rea
ch (%
)
Food Service
0
2
4
6
8
10
12
14
16
Unsurprisingly, Food Service Primetime Is Lunch/Dinner
A18-64
27
6A-10A
10A-3P3P-7P
7P-12A
…offering valuable proximity to important consumer activities
… and their ‘away from home’ opportunities vary by place…
28
Most Americans interact every day with ‘away from home’ places & vehicles…
Look! Buy!
While Consumers Are ‘Away From Home’, They’re Also Doing Things That Are Critical To Marketers
29
They’re Using Media And Being
Reached By Messages
They’re Socializing And
InfluencingOthers
They’re Shopping and Making Purchasing Decisions
Media Use, Socializing, And Shopping Are The Most Common Consumers’ Activities While
‘Away From Home’
0
10
20
30
40
50
% of People Engaged In Other Activities While Away From Home*
30
A18-64Reported time: 6AM-12AM
* Away From Home: represents also ‘Away From My Workplace’
0
2
4
6
8
10
Avg.
Day
Rea
ch(%
)
Using media Away From Home Socializing Away From Home Shopping Away From Home
Media Use, Socializing, And Shopping While ‘Away From Home’ Have Different
Time of Day Patterns
A18-64
31
OOH Marketplace Opportunities
32
33
• OOH offers scale, impact, creativity and targeting• Effectively and efficiently surround your audience• Variety of vehicles increases options• Strategic alignment whether in primary or secondary
role with other media • Stronger emotional touchpoint to messaging
OOH Marketplace
Marketplace Definitions Of OOH
BillboardsCar or truck (driver)Car or truck (passenger)Outside away from homeMotorcycle
AlternativeQuick service restaurantRestaurant or barGym or health clubGrocery storeHotel or motel
TransitWalkingBusSubway or trainBicycleBoat or ferryAirportAirplaneCar or Truck
Street FurnitureBusWalkingOther store or mall
34
Consumer Are Exposed To A Variety Of‘Away From Home’ Places
35
OOH Media Average-Day Potential Reach
36
A18-64Reported time: 6AM-12AM
83
42
82
28
0
20
40
60
80
100
Billboards Alternative Transit Street Furniture
Avg.
Day
Rea
ch (%
)
84
41
84
28
79
44
77
28
Billboards Alternative Transit Street Furniture
Weekday Weekend
OOH Potential Media Opportunities Can Supercharge
Media Plans
37
0
20
40
60
80
100
Total OOH TV Live Total OOH + TV Live
Internet Total OOH + Internet
Mobile App/Web
Total OOH + Mobile App/Web
Social Networking
Total OOH + Social
Networking
Radio Total OOH Media + Radio
Avg.
Day
Rea
ch (%
)Adding OOH To Other Media Can
Potentially Increase Reach By Up To 300%+18%
+68%+316% +212% +45%
38
A18-64Reported time: 6AM-12AM
0
20
40
60
80
100
Billboards Live TV Billboards + Live TV
Internet Billboards + Internet
Mobile App/Web
Billboards + Mobile
App/Web
Social Networking
Billboards + Social
Networking
Radio Billboards + Radio
Avg.
Day
Rea
ch (%
)
Billboards
Adding Billboards To Other Media CanPotentially Increase Reach By Up To 300%
+17%+65%
+303% +203% +41%
39
A18-64Reported time: 6AM-12AM
TV And Billboards ImpactsReach Throughout The Day
0
10
20
30
40
50
Avg.
Day
Rea
ch (%
)
Billboards + Live TV
Billboards
Live TV
Billboards +Live TV
A18-64
40
Billboards And Internet TogetherMore Than Double Afternoon Reach
0
5
10
15
20
25
30
Avg.
Day
Rea
ch (%
)
Billboards + Internet
Billboards
Internet
Billboards + Internet
A18-64
41
Adding Billboards to Mobile App/Web Increases Reach by 300%
A18-64
42
0
5
10
15
20
25
30
Avg.
Day
Rea
ch (%
)
Billboards + Mobile App/Web
Billboards
Mobile App/Web
Billboards + Mobile App/Web
A18-64
43
0
5
10
15
20
25
30
Avg.
Day
Rea
ch (%
)
Billboards + Social Networking
Billboards
Social Networking
Billboards + Social Networking
Adding Billboards to SocialNetworking Increases Reach by 200%
Billboards And Radio Increases Afternoon Reach By 70%
0
5
10
15
20
25
30
Avg.
Day
Rea
ch (%
)
Billboards + Radio
Billboards
Radio
Billboards + Radio
A18-64
44
0
20
40
60
80
100
Alternative TV Alternative + TV
Internet Alternative + Internet
Mobile Alternative + Mobile App/Web
Social Networking
Alternative + Social
Networking
Radio Alternative + Radio
Avg.
Day
Rea
ch (%
)
Strategic Addition of Alternative To Other Media Can Potentially Increase
Exposure By Up To 148%+9%
+32%
+148%+100%
+22%
45
A18-64Reported time: 6AM-12AM
A18-64
46
0
10
20
30
40
50
Avg.
Day
Rea
ch (%
)
Alternative + TV
Alternative
TV
Alternative + TV
Adding Alternative To Live TV Increases Exposure
Alternative Adds 30% Reach To Internet
A18-64
47
0
5
10
15
20
Avg.
Day
Rea
ch (%
)
Alternative + Internet
Alternative
Internet
Alternative + Internet
A18-64
48
Alternative Supplements Flat Media Reach Throughout The Day
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
8.0
9.0
Avg.
Day
Rea
ch (%
)
Alternative + Mobile
Alternative
Mobile App/Web
Alternative + Mobile App/Web
A18-64
49
0
2
4
6
8
10
Avg.
Day
Rea
ch (%
)
Alternative + Social Networking
Alternative
Social Networking
Alternative + Social Networking
Alternative Supplements Flat Media Reach Throughout The Day
A18-64
50
0
5
10
15
20
Avg.
Day
Rea
ch (%
)
Alternative + Radio
Alternative
Radio
Alternative + Radio
Alternative Adds 20% Reach To Radio
Adding Transit To Other Media Increases Reach
51
0
20
40
60
80
100
Transit* Live TV Transit* + Live TV
Internet Transit* + Internet
Mobile App/Web
Transit* + Mobile
App/Web
Social Networking
Transit* + Social
Networking
Radio Transit* + Radio
Avg.
Day
Rea
ch (%
)
+17%
+64%+298% +200% +41%
A18-64
52
0
10
20
30
40
50
Avg.
Day
Rea
ch (%
)
Transit + Live TV
Transit
Live TV
Transit + Live TV
Adding Transit To Live TV Increases Exposure
A18-64
53
0
5
10
15
20
Avg.
Day
Rea
ch (%
)
Transit + Internet
Transit
Internet
Transit + Internet
Adding Transit To Internet Increases Exposure
A18-64
54
0
2
4
6
8
10
Avg.
Day
Rea
ch (%
)
Transit + Mobile App/Web
Transit
Mobile App/Web
Transit + Mobile App/Web
Transit Adds Almost 300% Reach To Mobile App/Web
A18-64
55
Transit Adds 200% Reach To Social Networking
0
2
4
6
8
10
Avg.
Day
Rea
ch (%
)
Transit + Social Networking
Transit
Social Networking
Transit + Social Networking
A18-64
56
0
5
10
15
20
Avg.
Day
Rea
ch (%
)
Transit + Radio
Transit
Radio
Transit + Radio
Adding Transit To RadioIncreases Exposure
Adding Street Furniture To Other Media Can Potentially Increase Reach By
Almost 100%
0
20
40
60
80
100
Street Furniture
Live TV Street Furniture +
Live TV
Internet Street Furniture +
Internet
Mobile App/Web
Street Furniture +
Mobile App/Web
Social Networking
Street Furniture +
Social Networking
Radio Street Furniture +
Radio
Avg.
Day
Rea
ch (%
)
StreetFurniture
+6%
+21%
+99%+66%
+14%
57
A18-64Reported time: 6AM-12AM
A18-64
58
0
10
20
30
40
50
Avg.
Day
Rea
ch (%
)
Street Furniture + Live TV
Street Furniture
Live TV
Street Furniture + Live TV
Adding Street Furniture To Live TV Increases Exposure
A18-64
59
0
5
10
15
20
Avg.
Day
Rea
ch (%
)
Street Furniture + Internet
Street Furniture
Internet
Street Furniture + Internet
Street Furniture Adds Over 20% Reach To Internet
A18-64
60
0
2
4
6
8
10
Avg.
Day
Rea
ch (%
)
Street Furniture + Mobile App/Web
Street Furniture
Mobile App/Web
Street Furniture + Mobile App/Web
Street Furniture Almost Doubles the Reach To Internet
A18-64
61
0
2
4
6
8
10
Avg.
Day
Rea
ch (%
)
Street Furniture + Social Networking
Street Furniture
Social Networking
Street Furniture + Social Networking
Street Furniture Compliments Social Networking Reach
A18-64
62
0
5
10
15
20
Avg.
Day
Rea
ch (%
)
Street Furniture + Radio
Street Furniture
Radio
Street Furniture + Radio
Street Furniture Adds Over 15% Reach To Radio
Consumers Experience OOH Media In Very Positive Mindsets
63
Emotional Index Of OOH Audiences To Live TV
64
A18-64Reported time: 6AM-12AM
Happy
Confident
Hopeful
Relieved
Bored
Angry
60
80
100
120
Inde
x
% of OOH Audience Index to TV
Emotional Index Of OOH Audiences To Radio
65
A18-64Reported time: 6AM-12AM
Happy Confident
Hopeful
Excited Relieved Loving
80
100
120
140
Inde
x
% of OOH Audience Index to Radio
A Higher Percentage Of Billboard Audiences Feel Positive Compared To Live TV Audiences
0
10
20
30% Confident % Excited % Bored % Sad
Live TVBillboards
15% of Live TV Audiences are Bored – only 9% of
Billboard audiences are!
66
A18-64Reported time: 6AM-12AM
67
Emotional Index Of Billboard Audiences To Live TV
Happy
Excited
Bored
Sad
60
80
100
120
Index To Live TV
Inde
x
% of Billboard Audience Index to TV
A18-64Reported time: 6AM-12AM
Confident
0
20
40
60
80% Happy % Hopeful % Excited % Relieved % Loving
Billboards Have Higher Percentage Of Its Audience Feeling Happy Than Radio
RadioBillboards
68% of Radio Audiences are Happy while 72% of
Billboards Audiences are Happy
68
A18-64Reported time: 6AM-12AM
69
Emotional Index Of Billboard Audiences To Radio
HappyHopeful
ExcitedRelieved
Loving
Bored60
80
100
120
Index To Radio
% of Billboard Audience Index to Radio
Confident
A18-64Reported time: 6AM-12AM
0
5
10
15
20% Frustrated % Bored % Overwhelmed % Worried % Angry % Sad
Alternative Has Far Fewer Percent Of Its Audience Feeling Negative Than Live TV
Only 5% of Alternative audiences are bored vs. 15%
of Live TV audiences who feel the same way
Live TVAlternative
70
A18-64Reported time: 6AM-12AM
71
Emotional Index Of Alternative Audiences To Live TV
Bored
Worried
Angry
Sad20
40
60
80
100
120
Index To Live TV
Inde
x
% of Alternative Audience Index to TV
A18-64Reported time: 6AM-12AM
Overwhelmed
♦ Frustrated
0
10
20
30% Frustrated % Bored % Overwhelmed % Worried % Angry % Sad
Alternative Audience Is Also Less Negative Than Radio Audience
72
RadioAlternative
Only 8% of Alternative audiences are frustrated
vs. 16% of Radio audiences who feel the same way
A18-64Reported time: 6AM-12AM
73
Emotional Index Of Alternative Audiences To Radio
Happy
BoredWorried
AngrySad
20
40
60
80
100
120
Index To Radio
Inde
x
% of Alternative Audience Index to Radio
Overwhelmed
A18-64Reported time: 6AM-12AM
Frustrated
Fewer Transit Audiences Are Frustrated And Bored Than Live TV Audiences
0
10
20
30% Confident % Frustrated % Bored % Overwhelmed % Angry % Sad
Live TVTransit
14% of Live TV Audiences feel frustrated compared to 10% of Transit Audiences
74
A18-64Reported time: 6AM-12AM
75
Emotional Index Of Transit Audiences To Live TV
Bored
Angry
Sad
60
80
100
120
Index To Live TV
Inde
x
% of Transit Audience Index to TV
Frustrated
A18-64Reported time: 6AM-12AM
Confident
Overwhelmed
0
10
20
30% Relieved % Loving % Frustrated % Overwhelmed
Fewer Transit Audiences Are Frustrated And Bored Than Radio Audiences
RadioTransit
16% of Radio Audiences feel frustrated; 11% of
Transit
76
A18-64Reported time: 6AM-12AM
77
Emotional Index Of Transit Audiences To Radio
Loving
60
80
100
120
Index To Radio
% of Transit Audience Index to Radio
Frustrated
Overwhelmed
Relieved
A18-64Reported time: 6AM-12AM
Street Furniture Audiences Are Far Less Bored Than Live TV Audiences
0
5
10
15
20% Frustrated % Bored % Overwhelmed % Worried % Angry % Sad
Live TVStreet Furniture
Only 6% of Street Furniture audiences are Bored vs. 15%
of Live TV audiences who feel the same way
78
A18-64Reported time: 6AM-12AM
79
Emotional Index Of Street Furniture Audiences To Live TV
Bored
WorriedAngry
Sad40
60
80
100
120
Index To Live TV
Inde
x
% of Street Furniture Audience Index to TV
FrustratedOverwhelmed
A18-64Reported time: 6AM-12AM
0
10
20
30% Frustrated % Bored % Overwhelmed % Worried % Angry % Sad
Street Furniture Audiences Are Far Less Bored Than Radio Audiences
RadioStreet Furniture
Only 6% of Street Furniture audiences are Bored vs. 8% of Radio audiences who feel
the same way
80
A18-64Reported time: 6AM-12AM
81
Emotional Index Of Street Furniture Audiences To Radio
BoredWorried
Angry
Sad
40
60
80
100
120
Index To Radio
Inde
x
% of Street Furniture Audience Index to Radio
Frustrated
Overwhelmed
A18-64Reported time: 6AM-12AM
OOH Offers Strategic Cross-Platform And Promotional Opportunity With Other Media Within
The Same Half-hour
82
OOH Media Are Strategic Additions To Radio And Mobile To Complement Messaging
A18-64Reported time: 6AM-12AM
83
Note: The US Census Bureau estimates that theaverage commute time is 25.1 minutes.
61
2922 18
11 90%
20%
40%
60%
80%
100%
Radio Mobile Talk Mobile Text/App/Web
Live TV Emails Internet
% of OOH Audience Also Using Other Media In the Same Half-hour
Billboards Are Strategic Additions To Radio And Mobile To Complement Messaging
63
2820
14 9 80%
20%
40%
60%
80%
100%
Radio Mobile Talk Mobile Text/App/Web
Live TV Emails Internet
% of Billboards Audience Also Using Other Media In the Same Half-hour
A18-64Reported time: 6AM-12AM
84
Note: The US Census Bureau estimates that theaverage commute time is 25.1 minutes.
Increase Of Mobile Usage Within The Same Half-hour For The Younger Group
85
56
31 31
12 10 90%
20%
40%
60%
80%
100%
Radio Mobile Talk Mobile Text/App/Web
Live TV Emails Internet
% of Billboards Audience Also Using Other Media In the Same Half-hour
A18-34Reported time: 6AM-12AM Note: The US Census Bureau estimates that the
average commute time is 25.1 minutes.
Radio And Mobile Are Used Most Commonly Within The Same Half-hour While Consumers Are Exposed
To Billboards
86
71
32
2115 13 11
0%
20%
40%
60%
80%
100%
Radio Mobile Talk Mobile Text/App/Web
Emails TV Live Internet
% of Billboards Audience Also Using Other Media In the Same Half-hour, HHI$75K+
HHI$75K+Reported time: 6AM-12AM
57%
21%17%
13%9% 8%
0%
20%
40%
60%
80%
100%
AM/FM Mobile Talk Mobile Text/App/Web
Live TV Email Internet
W18-64
Reported time: 6AM-12AM
% of Billboard Audience Also Using Other Media in the Same Half-hour
Note: The US Census Bureau estimates that theaverage commute time is 25.1 minutes.
Billboards Are Strategic Additions To RadioAnd Mobile To Complement Messaging
Radio Is Used, Within The Same Half-hour, With OOH Alternative
88
28
15 14 136 40%
20%
40%
60%
80%
100%
Radio Mobile Talk Mobile Text/App/Web
Live TV Emails Internet
% of Alternative Audience Also Using Other Media In the Same Half-hour
A18-64Reported time: 6AM-12AM
Increase Of Mobile Usage Within The Same Half-hour For The Younger
Group
89
24 22 1711 7 7
0%
20%
40%
60%
80%
100%
Radio Mobile Text/App/Web
Mobile Talk Live TV Social Networking Emails
% of Alternative Audience Also Using Other Media In the Same Half-hour
A18-34Reported time: 6AM-12AM
Radio Is Used, Within The Same Half-hour, With OOH Alternative
90
30
16 14 11 8 50%
20%
40%
60%
80%
100%
Radio Mobile Talk Mobile Text/App/Web
TV Live Emails Internet
% of Alternative Audience Also Using Other Media In the Same Half-hour, HHI$75K+
HHI$75K+Reported time: 6AM-12AM
W18-64
Reported time: 6AM-12AM
% of Alternate Audience Also Using Other Media in the Same Half-hour
Radio Is Used, Within The Same Half-hour,With OOH Alternative
22%
14% 12% 11% 4% 4% 3%0%
20%
40%
60%
80%
100%
AM/FM Mobile Text/App/Web
Mobile Talk Live TV Internet Email Print
Radio And Mobile Talk Are Used, Within The Same Half-
hour, With OOH Transit
2721 21
11 10 100%
20%
40%
60%
80%
100%
Radio Mobile Talk Mobile Text/App/Web
Print Internet Emails
% of Transit Audience Also Using Other Media In the Same Half-hour
92
A18-64Reported time: 6AM-12AM
Within The Same Half-hour Usage Of Mobile Text/App/Web, Social Networking Get Bigger For
The Younger Group
93
3124 22
14 13 90%
20%
40%
60%
80%
100%
Mobile Text/App/Web
Mobile Talk Radio Social Networking Internet Emails
% of Transit Audience Also Using Other Media In the Same Half-hour
A18-34Reported time: 6AM-12AM
Radio And Mobile Talk Are Used, Within The Same Half-
hour, With OOH Transit
94
32
20 18 18 1711
0%
20%
40%
60%
80%
100%
Radio Mobile Text/App/Web
Emails Mobile Talk Print Internet
% of Transit Audience Also Using Other Media In the Same Half-hour, HHI$75K+
HHI$75K+Reported time: 6AM-12AM
Radio Is Used, Within The Same Half-hour, With OOH Street Furniture
31
19 166 5 50%
20%
40%
60%
80%
100%
Radio Mobile Talk Mobile Text/App/Web
Emails TV Live Internet
% of Street Furniture Audience Also Using Other Media In the Same Half-hour
95
A18-64Reported time: 6AM-12AM
W18-64
Reported time: 6AM-12AM
% of Transit Audience Also Using Other Media in the Same Half-hour
Radio And Mobile Talk are Used,Within The Same Half-hour,
With OOH Transit
58%
20%16%
12%8%
7% 4%
0%
20%
40%
60%
80%
100%
AM/FM Mobile TalkMobile Text/App/Web Live TV Email Internet Print
Increase Of Mobile, Within The Same Half-hour, For The Younger Group, While Exposed To
Street Furniture
97
27 2621
8 6 60%
20%
40%
60%
80%
100%
Radio Mobile Text/App/Web
Mobile Talk Social Networking Internet Emails
% of Street Furniture Audience Also Using Other Media In the Same Half-hour
A18-34Reported time: 6AM-12AM
Radio Is Used, Within The Same Half-hour, With OOH Street Furniture
98
35
16 158 5 40%
20%
40%
60%
80%
100%
Radio Mobile Talk Mobile Text/App/Web
Emails Print Internet
% of Street Furniture Audience Also Using Other Media In the Same Half-hour, HHI$75K+
HHI$75K+Reported time: 6AM-12AM
24%
17% 17%6% 5% 5% 4%
0%
20%
40%
60%
80%
100%
AM/FM Mobile Text/App/Web
Mobile Talk Live TV Email Internet Print
W18-64
Reported time: 6AM-12AM
% of Street Furniture Audience Also Using Other Media in the Same Half-hour
Radio Is Used, Within The Same Half-hour,With OOH Street Furniture
Summary Of OOH Marketplace
100
1. OOH offers scale, impact, creativity, and targeting
2. Variety of vehicles available increases the ability to surround your audience consistently throughout the day
3. OOH allows for tactical and strategic additions to traditional media plans
4. Stronger emotional congruence to messaging and environmental context
5. OOH lends itself to strategic alignment with other media in primary or secondary role
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