Professional Documents
Culture Documents
Start
Interactive Europe
Foreword
FOREWORD
The world is changing. Consumer behaviour and the expectation placed on brands is evolving, as is the way we interact with advertising.
A major quantitative and qualitative study of 9,000 Europeans across 6 markets Interactive Europe explores interactivity in the context of Out of Home. It seeks to understand the audiences current behaviours as well as what they see themselves open to doing in the future. In addition to providing brands with insight into the emerging opportunities and pitfalls to avoid, the findings confirm that the personalisation of technology and the interactive behaviours it facilitates are redefining Out of Home advertisings role. Ultimately, this new landscape is amplifying many of Out of Homes traditional strengths, providing a world of new opportunities for brands to enjoy deeper engagement with consumers. From a brand owners perspective this report seeks to provide answers to several key questions:
What is interactive advertising? Do I need to worry about interactivity now? What does the audience think about interactive Out of Home? What are the technologies to focus on and the pitfalls to avoid? How does interactive Out of Home fit into my media mix how does it work with social media? What does the future look like for interactive Out of Home?
Interactive Europe
SUN
Interactive Europe
Interactive Europe
Interactive Europe
Foreword Section one Section two Section three Section four Section five Section six Conclusion
SECTION 01
Interactive Europe
74%
of respondents expect to see big brands on Out of Home. This figure rises amongst 18-34 year old smart device users to 83%. Brand advertising on Out of Home is effectively a confidence statement of brand stature and status.
74%
78%
80%
83%
of respondents feel that Out of Home advertising offers a welcome distraction to the mundanities of life particularly travelling:
66%
70 60 50 40
66%
70%
71%
72%
I think the sheer scale of billboards and bus ads really sets aside the huge corporations and big brands from the smaller ones. 18-24, f, IR
20 10 0
All adults 18-34 Smart device 18-34 Smart users device users
During the wait for whatever form of transport I am about to get I look at each one in detail and if it has interested or intrigued me I immediately look-up the product or event Ive just seen on my iPhone. 18-24, f, IT
30 20 10 0
All adults Smart device users 18-34 18-34 Smart device users
Interactive Europe
Of course, none of us are single media users and when we probed this area many of our respondents articulated how well Out of Home complemented TV, online and press, and how it acted as a reminder of an earlier advertising message. In effect, what they were articulating was the amplifier effect.
Outside advertising is a support for other means of advertisement. 18-24, f, ES Outside advertising is most of the time a way for me to get to know a brand or remind me of something I saw on television or heard about on the radio. 18-24, f, NL
Out of Home cuts through media clutter and noise and delivers audiences. 51% of respondents claim they are more likely to pay attention to Out of Home advertising than any other form, not only highlighting that Out of Home can prosper in the new technological age but reinforcing Out of Homes place as a trusted medium. This number rises amongst 18-34 year olds to 56%, and even higher to 61% for 18-34 year old smart device users.
60 50 40 30 20 10 0
All adults Smart device users 18-34 18-34 Smart device users
56% 51%
56%
61%
The main difference I see in Out of Home advertisements is that I often find myself deliberately looking at them rather than deliberately avoiding them as I would in the house. This is because outside advertising is providing a distraction when I am doing nothing apart from walking or using public transport. 25-34, m, UK
The personalisation of technology and the interactive behaviours it encourages are redefining Out of Home advertisings role. It is helping to amplify many of Out of Homes traditional strengths and is providing a world of new opportunities for brands to engage with consumers. Outdoor was once a notice and do medium, now its a think and feel medium too, triggering interaction and launching experiences.
Base: All those expressing a preference (ANY AGREE or ANY DISAGREE)
Interactive Europe
Interactive Europe
Foreword Section one Section two Section three Section four Section five Section six Conclusion
SECTION 02
Interactive Europe
10
ITALY
FRANCE
53%
SPAIN
50%
NETHERLANDS
57%
56%
IRELAND
UK 64%
54%
Source: Kantar Media Base: All respondents
Interactive Europe
11
sMarT dEvicE OWnErs MaKE FUll UsE OF THE TEcHnOlOgY WHilE OUT OF THE HOME Q. YOU SAY YOU OWN A SMARTPHONE OR TABLET DEVICE, WHICH OF THE FOLLOWING HAVE YOU USED YOUR DEVICE FOR IN THE PAST WEEK?
Accessing the internet Using social networks Taking photographs/or shooting videos Email Listening to music Conducting an online search Playing games Downloading apps Instant Messaging (eg BBM) Watching video content Uploading photos Making a purchase Other
74 48 53 60 44 46 41 44 28 27 26 15 4 8 19 40 38 35 54 53 53 53 67 64 64
80
Smartphone/tablet users 18-34 year olds Smartphone/tablet users 35-55 year olds
Base: All those expressing a preference (ANY AGREE or ANY DISAGREE) Base: All those expressing a preference
Interactive Europe
12
MaKing pUrcHasEs
As well as going online to find out more information about the ads they are seeing, smart device users are more open to making purchases through their mobile devices. Here you see that 53% of all respondents agree with the statement mobile technology allows me to make purchases more easily compared to 68% of smart device users. The numbers rise when we analyse the numbers for Early Adopters (people who agree with the statement I like to buy gadgets as soon as they come out) and Technology Advocates (I like telling other people about new technologies) and it is these audiences in particular we can look to to identify future trends.
MObilE TEcHnOlOgY allOWs pEOplE TO MaKE pUrcHasEs MOrE EasilY WHEn OUT and abOUT Q. TO WHAT EXTENT WOULD YOU AGREE OR DISAGREE: MOBILE TECHNOLOGY ALLOWS ME TO MAKE PURCHASES EASIER WHEN OUT AND ABOUT (AGREE) 90 80 70 60 50 40 30 20 10 0
All adults Smart device users Tech advocates Early adopters
So, what are the implications for brands considering interactive Out of Home? Well, the media savvy consumer welcomes it.
71%
of smart device users would feel more positive about a brand that invites interaction.
53%
I use QR codes that I find on posters that directly link me to the event or the website. I have used twitter to try and win products that were advertised on billboards. I have also used deal apps etc. I think nearly every product or service could integrate social media into their campaigns and make their message interactive. 18-24, f, IR
Source: Kantar Media Base: All those expressing a preference (ANY AGREE or ANY DISAGREE)
Interactive Europe
13
rEcEpTivE aUdiEncE
While the media landscape has changed so too has the path to purchase as we knew it. The changes in lifestyles and the ways in which people have embraced technology have fundamentally changed the traditional media model. People drop in and out of shopper mode no matter where they are in their daily journey, facilitated by their smartphone or tablet. In fact, 74% of smart device users have taken some sort of action as a direct response to an Out of Home advertising campaign, outperforming non-users in every response category, even those in which smart device technology is not an important enabler. Most strikingly, smart device owners are more likely to think about brands after having seen an Outdoor advert, suggesting that this group is more attuned and receptive to interacting with brands outdoors. Technology Advocates, who are crucial in increasing awareness of interactive possibilities, show an even higher response rate of 83%. Q. THINKING ABOUT WHEN YOU ARE OUT OF THE HOME, WHICH OF THE FOLLOWING HAVE YOU EVER USED YOUR SMART DEVICE TO DO?
Went online to get more information Mentioned/spoke to someone about it Thought about it Considered buying the product Sought more information Went somewhere Bought a product Went online to buy product Responded to a special offer
39%
Interactive Europe
14
Interactive Europe
15
Portraits of Nike-sponsored athletes appeared across CBS Outdoors 100 LCD digital screens at Westfield Stratford City London retail mall, while the athletes own handwriting brought to life their personal pledge. The athletes twitter handle sat on the execution along with the Make It Count hashtag to encourage online participation. Photographed by top photographer Adam Hinton, the campaign featured action portraits in posters, press and online. The campaign ran across a multitude of digital Out of Home formats, on roadside, underground and at Westfield, in proximity to Nike stores. Large-scale impactful sites were used to inspire Londoners to pledge, including banners, bus mega-rears and mega 6 sheets. Cover-wraps also ran on Metro and Sport
newspapers, the latter made interactive through Blippars interactive mobile and tablet app. In addition, the campaign featured a digital in-store experience starring members of the public at the flagship Nike stores in Oxford Street and Westfield Stratford City London. Shoppers were photographed alongside their handwritten Make it Count pledges to create bespoke Nike portraits in the style of the elite athlete posters which were displayed onscreen around the stores. At Westfield Stratford, in an exclusive partnership with CBS Outdoor, shoppers pledges were also broadcast on a number of digital screens across the retail centre. In total 280 people had their pledge messages displayed on LCDs and #makeitcount has been tweeted over 64,000 times to date.
Nick Ashley, Partner and Head of Client Leadership at Mindshare, explains, Nike have always been at the forefront of developments in digital outdoor. We are delighted to have collaborated with CBS Outdoor to have delivered another first where London shoppers can see their individual pledges broadcast to thousands of other shoppers in realtime. If thats not an incentive to keep your commitment, I dont know what is. Outdoor neatly complemented the other media choices with its ability to drive rapid cover and awareness. And because of the stature of the chosen formats, they were instrumental in facilitating conversations, involvement and 2012 pledges from the public, both in-situ and also via their social networks.
Ultimately interactive Out of Home enables marketers to get consumers involved in brands in ways they would not traditionally have been able to do. It puts the consumer in the driving seat, giving them the control that their smart devices offer. With the right incentive, consumers spend longer discovering brands for themselves which in turn ensures a more vested interest in products and services, promotes brand loyalty and continuously attracts new consumers to the category. The Out of Home interaction makes consumers feel more positively about a brand and can re-introduce fun to the equation.
Interactive Europe
16
Interactive Europe
17
Foreword Section one Section two Section three Section four Section five Section six Conclusion
SECTION 03
Interactive Europe
18
I always feel billboards and buses are a great way to advertise. They are larger than life and very striking and eye catching. 25-34, f UK Outdoor advertising allows us to choose the moment in which we want to receive information about the different brands and products of the advertisers. In this sense, perhaps this type of street advertising causes me more friendliness, a good advertising campaign in the street makes me remember it. 18-24, m ES
Interactive Europe
19
sMarT dEvicE UsErs WHO WOUld cOnsidEr inTEracTing WiTH an OUT OF HOME advErT
90
In fact, our qualitative research suggests that consumer attitudes are generally positive about the technologydriven future of Out of Home advertising. Audiences are ready to engage with brands Out of Home in much deeper and more social ways:
I think that outdoor advertising will increasingly interact with passers-by. This will immediately make it more appealing! A bit as if advertising became a way of playing, of relaxing for two minutes on the way to work or elsewhere. 18-24, m FR The benefits of an ad like this for me would be that its fun and not boring and it would really stick in my head as its a really cool way to advertise. Again, games or music or films could be advertised like this. Even a new games console or phone, it could have an interactive guide that would let you look through the services of that product. 25-34, f UK
And if theyre positive about the opportunity to interact, what about the brands that make the effort to interact with them? 71% of smart device users agree they feel positive about a brand that allows them to interact not only because it allows consumers to learn more about the brand/product but because the interaction itself has a levelling effect through the implicit invitation it offers. It makes the brand feel closer and more relevant because the consumer feels more in control. Ultimately, technology holds the promise of re-balancing the consumerbrand relationship, encouraging consumers to open up further to brands that get it right.
80 70 60 50 40 30 20
I clearly think that the brands currently doing it have a better image because they precisely try to innovate and thus they keep attention. I think they appear more advanced, therefore more high-tech and efficient!
10 0
Age 45-55 Age 35-44 Age 25-34 Age 18-24 Early adopters
18-24, m FR
Source: Kantar Media Base: All Smart device users who would consider interacting with an outdoor advert (5,051); 18-24 (1,355); 25-34 (1,364); 35-44 (1,447); 45-55 (885)
Interactive Europe
20
Time and time again our respondents fed back that in order to utilise interactive Out of Home to its full potential, not only must the activity resonate with the overall brand or campaign message it must also give the participant something of value. Asking consumers to find out about a brand, product or service by providing them with a QR Code, web link or NFC tag is only half the journey. In other words, a simple link to the company website is not going to achieve the level of engagement that may have been anticipated and could in fact be counterproductive! Those brands that have managed to follow some simple rules (see Nike case study pages 14-15) have gone far beyond simply facilitating interaction. They have managed to prompt engagement through a suitable incentive and have also extended the users brand journey which in turn offers a more rewarding and immersive relationship for both brand and consumer.
I dont think I would interact with a commercial soon or often. Because there is not a real win-win situation, what do I get out of it? If I want to know more it is just as easy to go online and search it myself. 18-24, f NL
On QR Codes: I tried to scan one because it caught my attention and I found it interesting, but it didnt work, I dont know whether because of the incompatibility of my phone or my lack of skill but I was pretty frustrated. 25-34, f ES
The main message from our respondents was Whats In It For Me? What pay-off do I get from interacting with ads? What is the consumer benefit?
Interactive Europe
21
Based on our qualitative discussions with respondents, we have identified two core incentives that should be considered by brands looking not only to inspire consumers to take that initial step to interact but also to continue to engage with the brand beyond simple fact finding and data retrieval:
MONETARY VALUE
consumers benefit from promotions or discounts
ENTERTAINMENT VALUE
consumers benefit from an experience eg a game or video/music content
I like the idea of scanning in to win something or to access something exclusive to those aware enough to do so. 25-34, f ES I have scanned QR codes before for restaurants or shops! I scanned them to get my bearings If by scanning a QR code, I can get a discount or access special offers, I would indeed be interested to scan them. 25-34, f ES
The brand advertised this way would win a lot of points in my eyes, because it shows that it is innovative, up-to-date, fun... And the fact that they offer a touch screen game like this, which get people very hooked, would make me have a very positive image of the advertised brand and product. 25-34, f ES
And the benefits of successful engagement are clear brands that do it right will reap the rewards. For example, 55%1 of all respondents with a social media profile have used social media to share information about promotions or offers whilst Out of Home. 74%2 of Early Adopters (who have a social media profile and are smart device users) shared promotions with their friends strongly indicating that this type of behaviour is only set to continue.
1. All who have a social media profile (6,710). 2. All who are Early Adopters have a social media profile and have a smart device (1,302)
Interactive Europe
22
Interactive Europe
23
Weve already heard that consumers think positively about brands that make an effort to interact with them, so long as the incentive is clear. Coca-Cola is one such brand that recently launched a successful interactive campaign with CBS Outdoor in Dublin. Orliath Blaney explains more:
The future of communication is moving at break-neck speed, there is an explosion of channels and it is still growing at a phenomenal pace. Consumers are well and truly overloaded. They dont have time for irrelevant and complex messages from brands. It doesnt matter what the channel, we need to keep the message simple, engaging and involving if we are to win their hearts and minds. The findings from CBS Outdoors Interactive Europe survey reinforce all of these core messages which we intuitively know to be true, weve all experienced the gimmicks, the ideas that make it far too difficult to bother taking the message and lack of relevance. The case for the power of outdoor is well and truly made and understood, but what were still learning is where and how to maximise adding technology, QR Codes, Facebook and Twitter to capitalise on the consumers wish to find out more, engage more and deepen brand relevance. In Ireland, Coca-Cola are hooked on the power of outdoor and invest heavily in the medium across multiple formats. However, what was truly innovative was the outdoor campaign Coca-Cola ran to bring to life the holiday season for the brand over Christmas. They undertook a major brand generosity initiative and dispensed 50,000 free cans of Coke using 6 sheet mini can dispensers across key shopping centre locations. All the consumer had to do was wave their hand across the dispenser to get a free can of Coke. It was a terrific initiative that really utilised the power of engagement using outdoor.
Interactive Europe
24
Interactive Europe
25
Foreword Section one Section two Section three Section four Section five Section six Conclusion
SECTION 04
Interactive Europe
26
The user will not care whether it is QR, Augmented Reality or snap technology. What the user wants is something easy to consume.
39.79
13.34 14.53 7.48 5.33 4.89 4.43 4.2 4.47 1.7 1.4 6.64 5.76 15.53 13.98 13.72 13.69 13.13 20.37 34.21
25-34, m ES
The demand for simplicity is consistent with audiences expectations of digital devices themselves: technology should be invisible. The smart device explosion was triggered by interface designs that made the technology simple and intuitive to use. Out of Home interactive campaigns must adopt the same approach to create mass-engagement.
All these [interactive Out of Home ads] depend on the person you are aiming your advert at having the most up-to-date technology. Where there is no doubt increasing numbers of people fit into these categories not everyone does and so these forms of advertising will not yet replace current forms of advertising, just work alongside. 25-34, m UK
Awareness
Base: All adults (9,024)
Interactive Europe
27
Marketing objective
DRIVE SALES INITIATE TRIAL
value exchange
MOnETarY incEnTivE: Discounted purchase Promotional codes Competitions EnTErTainMEnT incEnTivE: Become part of the ad Virtual product experiences Online and virtual gaming
recommended platforms
Text Snap and show in store Near Field Communication (NFC) Check-in apps e.g. Foursquare
FacT Finding: Basic video content Basic audio content Text based content
Interactive Europe
28
They bring the product/ company/brand with the consumer together. Its important that its fast, clear and easy. It will fail when it costs too much time or the operation is to complicated. 18-24, m NL
This is a good idea as it has an incentive to the advert. If you get a picture of the sundae you get a free one. This would invite the public to stop and firstly look at the ad, then interact with it. 24-35, f UK
Interactive Europe
29
Interactive Europe
30
Interactive Europe
31
Foreword Section one Section two Section three Section four Section five Section six Conclusion
SECTION 05
143
Interactive Europe
32
Outside ads are most of the time a way for me to get to know a brand or to remind me of something I saw on television or heard about on the radio. 18-24, f NL Outdoor advertising makes me think of other ads Ive seen, notably on TV, and that produces certain continuity, a bit like brainwashing. I know, its rather an extreme term but what I mean by that is that they keep banging on about the same things so that in the end you give in to temptation. 18-24, f FR
Interactive Europe
33
In the goods market Out of Home accounts for around 25% of media spend
Its the best performing brand medium, and 2nd best overall
2.50
2.83
2.00
1.97 1.53
This particular finding has been corroborated by some additional research BrandScience has just conducted, which shows, albeit only in the UK as we have used Touchpoints data and analysis for this, that Out of Home is the ONLY medium that consistently adds exclusive reach to a TV, or internet based (primary medium) campaign. All other media generally duplicate reach and just add frequency.
goods FMCG, OTC Medicines, Consumer Durables, Automotive services Finance, Retail, Travel, Leisure/ Entertainment, Telecoms
In the case of Goods, we see that online delivers highest ROI, but is used to 7%. If spend on online were to increase, the ROI would decrease as the medium hits diminishing returns. We see this in the case of TV used as the majority medium for goods it actually has a much higher effect when used at lower amounts, but the overall ROI is diminished by running at too high weights. Here there is a serendipitous result that by moving money from TV to Out of Home, the ROI of BOTH media would increase.
1.00
0.50
49%
TV Print
11%
Outdoor
23%
Radio
10% 7%
Online
11%
Cinema
In future, the use of technology will further facilitate the measurement of RESPONSE to specific activity; number of ecoupons redeemed, Facebook likes, etc potentially positioning Outdoor as one of the most accountable mediums in the mix.
(Note: media spend of 25% refers only to those campaigns within the sample that spent on outdoor.)
Interactive Europe
34
Interactive Europe
35
Foreword Section one Section two Section three Section four Section five Section six Conclusion
SECTION 06
Interactive Europe
36
1 2
3
Ads on TV, I often skip them, they go on too long and theyre really there to push me to consume. On top of that, they arrive at a time when Im with my family, and at that time I dont want to remain stuck there for 15 minutes watching ads! In a magazine, its the same. If I buy magazines, its to read articles, not to look at advertising! Outdoors, advertising is less aggressive, more colourful, and if I dont want to look at it, I just have to turn my head away. 25-34, f FR
In this context Out of Home advertising will arguably play an even more important role as it is welcomed and more difficult to avoid. Indeed amongst key advertising targets such as the 18-34 age group 55% of those expressing a preference agreed that they were more likely to pay attention to Out of Home than any other form of advertising.
Interactive Europe
37
INVITATION VS INTRUSION
It is questionable whether advertising that interrupts consumers can truly engage with them. Consumers told us that they are highly unlikely to stop watching a TV programme or reading a magazine to start interacting with an advertiser; the benefit would need to strongly outweigh the editorial content. However the welcome nature of Out of Home advertising is far more likely to elicit the desired response.
When I am away from home, I believe that I am more receptive about a beautiful advertising than when I am at home in front of the TV or while I listen to the radio. It seems to be even and definitely less intrusive, because I am the one, who decides to dwell or not with it or to read something. 25-34, f IT
Q. TO WHAT EXTENT WOULD YOU AGREE OR DISAGREE: OUTDOOR ADVERTISING IS A WELCOME DISTRACTION WHEN I AM TRAVELLING (AGREE)
80 70 60 50 40 30 20 10 0
All adults Smart device users 18-34 18-34 Smart device users
66%
70%
71%
72%
The main difference I see in Out of Home advertisements is that I often find myself deliberately looking at them rather than deliberately avoiding them as I would in the house. This is because outside advertising is not interrupting what Im doing but providing a distraction when I am doing nothing but walking or using public transport. 25-34, m UK
As our 2011 report Europe on the Move showed, Outdoor audience behaviours and moods vary greatly, depending on the nature of the journey and time of the day. Advertisers that understand this tailor their messages accordingly and benefit from engagement with traditional creative treatments. If done correctly, including interactivity can only enhance this relationship.
Interactive Europe
38
Respondents are fundamentally receptive to the idea of advertising and brand interaction in a public environment. However, in the semi-public realm of social media, the role of brand advertising and engagement is still being negotiated between advertisers and users, as WPP CEO, Sir Martin Sorrell discussed in 2011:
Im not sceptical about social media, Im concerned about when you monetise it because by its nature its me talking to you electronically, digitally. If Im talking to you and I send you a commercial message how do you feel about that? If I say buy this or do that, its not the right context. [But its] an extremely powerful way of building brands, building trust and building reputation, such as by users recommending products to each other.
This said, the attitudinal data suggests that Out of Home, which has always been most effective when employed as a complementary medium (particularly for television) is now highly complementary for mobile and social media as it can trigger both digital exploration of brand messages and social media conversations. The most common response amongst 18-24 year olds for doing something as a result of seeing an Out of Home advert was word of mouth. This is amplified by social networks with more than half of respondents in every age range other than 45-55 year olds accessing social networking websites.
Interactive Europe
39
52%
I think this way of advertising is smart. If you can elicit an interaction, people talk about it and more people will know about it without even seeing the advertisement. For example a while ago I saw a poster of Mysteryland and then I talked about it to my friends and asked who is going to that festival and that we have to buy tickets etc. 18-24, m NL
This social effect is consistent with a study of European social network users in 2011 by InSites Consulting, which found that offline brand experiences are the best conversation starter on social media.
Source: Kantar Media All smart device users with a social media profile (2,172)
Interactive Europe
Conclusion
40
CONCLUSION
Audiences want brands to engage them on the move. Despite the speed of change in terms of technology, public attitudes towards Out of Home interactivity are well-established and positive. The younger, more techsavvy audiences are currently the most engaged and ready to experiment with brands on the move and this is indicative of general consumer behaviour in the future.
But audiences dont want you to waste their time. They expect something of value in return for investing their time in exploring brands more deeply. They want to interact and engage with brands that are more fun and more rewarding. They are inclined to like brands more that have made an effort and done something smart and creative. Audiences want brands to apply the same principles to interactivity that they always have Out of Home: if you understand who your audience is, what theyre doing on the move, how they feel as they go and what theyre looking for when they get there, they are ready for a conversation.
Interactive Europe
Conclusion
41
Interactive Europe
42
CONTACTS
Anna Reeves International anna.reeves@cbsoutdoorinternational.com www.cbsoutdoorinternational.com Fabio Nobili Italy fabio.nobili@cbs-outdoor.it www.cbs-outdoor.it Candice Smadja France candice.smadja@cbsoutdoor.fr www.cbsoutdoor.fr Siebe Geert de Boer The Netherlands siebe.geert.de.boer@cbsoutdoor.nl www.cbsoutdoor.nl Agata Romo Martin Spain agata.romo@cbsoutdoor.es www.cbsoutdoor.es Simon Harrington United Kingdom simon.harrington@cbsoutdoor.co.uk www.cbsoutdoor.co.uk Antoinette OCallaghan Ireland Antoinette.Ocallaghan@cbsoutdoor.ie www.cbsoutdoor.ie
Alternatively, visit www.interactiveeurope.com to download a copy of this report and access more content on the study.
Interactive Europe
Methodology
43
METHODOLOGY
The scope of the study covered six key CBS Outdoor (CBSO) markets UK, Ireland, France, Spain, Italy and the Netherlands. The research was conducted by Kantar Media in autumn 2011, with fieldwork running from 19th October to 27th November 2011. Prior to the main research a preparatory phase took place in order to generate and refine the themes and consumer understanding behind the study. This encompassed two qualitative discussions about Out of Home media conducted face-to-face. All of the participants in the discussions were Smartphone users, one group were 18-24 year olds and the other 25-34 years old. The main study comprised both quantitative and qualitative elements. A total of 9,024 interviews were conducted, across all 6 countries, with adults aged 18-54 years who live in, work or visit an urban area at least three times a week. An urban area was defined as either a town or city. The interviews were conducted online amongst members of the Lightspeed Research online panel using Computer Aided Web Interviewing (CAWI). The questionnaire covered a wide variety of topics including smartphone ownership, attitudes to advertising and interaction with advertising, specifically Out of Home. The data was weighted to the urban profiles of the 6 countries. A question was run on an omnibus study in each country to establish the size of the urban market and weighting. The qualitative element ran at the same time using an online discussion forum Kantar Medias Arena. The Arena took part over 5 days and respondents were set various tasks as they progressed. All respondents within the qualitative sessions were Smartphone users and aged 18-35 years. Respondents discussed various aspects of Out of Home media with a focus on the role of technology, including some future facing concepts. Moderators in each country managed the discussion and set a series of tasks including exposure to some of the new and more creative treatments and interactive concepts. The process was partly deliberative beginning with an investigation of their interaction with Out of Home media, progressing through barriers to interaction and ended by evaluating some of the concepts and newer treatments including NFC, augmented reality and location based apps.
Interactive Europe
44
BLUE-TOOTH
Overview A short-range (typically 10m) radio signal that allows two devices to pair creating personal networks not dissimilar to a wifi network. Most of todays smart devices include Blue-tooth along with laptops and consoles. Advertising Considerations Blue-tooth has achieved reasonable adoption specifically in the area of personal device to device streaming e.g. blue-tooth mobile comms in-car, wireless keyboards and Bluetooth headphones, however, for the advertising community, it has yet to gain significant traction. A possible reason for this is because of its potential to feel quite intrusive with a prompt or message appearing on an individuals personal mobile device without their consent. However, in the right high dwell environment with the right incentive, these concerns can and have been overcome. Best Use Blue-tooth has achieved some notable success in high dwell locations including Buses and Bus Stops. Often used for streaming data, it offers a secure network than can allow users to control ad content (i.e. onscreen games) or simply quickly download video/audio content. It does however often rely on users going through a process of turning on their Bluetooth as well as reassuring them that the brand/tech serving the data is trustworthy.
Interactive Europe
45
TOUCH SCREENS
Overview Thanks to touch controlled technology such as the Iphone and other personal devices, touch screens are now a technology that we literally, come into contact with on a daily basis. Advertising Considerations Most Out of Home touch screens are now connected or online allowing remote access and control by the content provider which in turn allows consumers to access both online and bespoke locally hosted content. In essence, a touch screen can offer the functionality and therefore versatility for advertisers that your home computer can offer - the only difference being there is no mouse. This allows a huge array of content to be delivered instantly without the need for the consumer to do anything other touch the screen. This is the most immediate form of interactivity. Best Use Touch screens rely on dwell time as unlike some forms of poster to mobile interactivity, most of the interaction occurs at the screen itself. Campaigns will require big and bold call to actions as consumers are still not familiar with the idea of being able to manipulate or delve further into content in this public way. Best uses can include the provision of location specific data, for instance: cinema times, availability and trailers or branded games with monetary reward to then take in-store.
Interactive Europe
46
Interactive Europe
47
PHOTO/VIDEO CAPTURE
Overview Photo and video capture encompasses a range of different types of interactions. Some of the most common include inviting consumers to capture an image via their Smart device to either show in-store for discounts or to submit as part of a competition or be included as part of the campaign. This capitalises on consumers current willingness to snap or video their surrounding which ensures with the right incentive, involvement can be high. Adverting Considerations Such campaigns clearly resonate with price sensitive, younger, mobile centric audiences and work most efficiently close to the point or purchase. Its also important to build in a strong social media element as this type of interaction offers huge potential for sharing and therefore driving further and prolonged consumer involvement in the campaign and brand. Best Use The snap and show. e.g. take a photo of this ad and bring in store for you discount today offers very tangible, measurable benefits for brands. A more experience oriented version of this is sending or having your image captured and then projected essentially making the consumer part of the ad. This often creates excellent social chatter and buzz as being part of the ad is often something to boast about.
Interactive Europe
48
Return to start