Russia dec 2011 david gordon

David Gordon

Leading with the

Consumer/

14/03/2012

200m Tweets a day

6 billion photos on flickr

Everyone is a broadcaster

20m bloggers

Everyone’s in entertainment

1 in 8 views on iPlayer came from

games consoles

48 hours of video are uploaded to

YouTube every minute

Over 16 billion songs have now been

sold on iTunes worldwide

Everyone’s connected

30% of the

world population

is now online

1 Trillion urls in Google

index

700+ Million people are now

on Facebook

The internet in your pocket

2013 smartphone sales will overtake PC sales

77% of the worlds

population have a mobile phone

Half of all new

internet connections

are now mobile

3/14/2012

75% mobile traffic

through smartphones

43m Mobile Internet Users

60m

Internet Users

42% penetration

The Russian Market

The Consumer’s Digital Day…

Watching

scheduled TV

173 mins

Listening to

radio on a

radio set

62 mins

Reading

(Newspapers

/books)

31 mins

Offline

computer

use

36 mins

Games

15 mins

Music

(stereo)

9 mins

Mobile

calls

12 mins

Landline

calls

15 mins

MP3

Player

8 mins

Online

computer

use

34 mins

PVR

viewing

21mins

Social

networking

19 mins

Send/read

emails

34 mins

Texting

14 mins Emails via

mobile

2 mins

Social

networking via

mobile

3 mins

Instant

messaging

7 mins

On-demand

on a

computer

2 mins

Video clips

online

2 mins

On-

demand

on a TV

set

3 mins

Calls over

the

internet

1 min

Online

audio

3 mins

Offline

music on

a

computer

3 mins

Live radio

on a TV set

2 mins

DVDs

6 mins

Traditional Media

New Media

Source: Ofcom 2010

36% increase in live concert goers

since 2004

+28% Source: Eurobarometer/nVision

Base: 1,000 respondents aged 15+, UK

how many times in the last 12 months?

3/14/2012

+22%

3/14/2012

The OOH Consumer

Why start with the consumer/

What are the advertising objectives of clients

with brands or services to promote

Who are they targeting

What type of connection are they seeking

Why start with the consumer/

1000 billboards for €120,000 is not a planning solution

Demonstrate how OOH provides touchpoints

throughout the day

Demonstrate how the consumer is in the OOH space at

the right time, right place, right mindset and the OOH

formats can connect and engage with them

How did we get here/

Media & Lifestyle Study

5,000 sample

Bespoke Study

2,500+ sample

(50% re-contact)

subject areas covered in OCS/

Demos

Day in the life

Passionate

about

Attitudes

Sports Events

Travel TV

Newspapers Radio

Internet Hobbies &

Interests

Attitudes to

brands

Magazines Out of home

media

Ground

signage Direct mail

Decision

making

Direct

marketing

Sampling

PR

Cinema

Sponsorship

Mobile

phones Loyalty cards

Promotions Category

involvement

Word of

mouth

Product

purchase

Charity

involvement

Celebrity

endorsement

+ Detailed OOH Questions

Travel modes of travel and frequency; thoughts when travelling; everyday journey

attitudinal statements

Regular activities places visited and seen advertising at; mindset when notice

advertising in different environments; moods; promotional activity

Product category info environments feel it is appropriate to advertise specific

categories; category specific attitudinal statements

OOH advertising attitudinal statements about various formats

Effective Communication/

Relevant, compelling content: • Attitudes, interests, hobbies, activities, lifestyle, tone

Delivered to an interested and engaged person: • Targeting

• Segmentation (building or replication)

• Media involvement

At the right time in the right place:

• Channel influence

• Media consumption

• Receptivity

• Ad Noticibility

Delivering over 100,000 global respondents

OCS is global tool/

Malaysia

South Africa

Singapore

Taiwan

India China

USA Europe

Brazil

Mexico

Australia

Japan

Segment overview/

Holiday Enthusiasts

Actively looking for or especially

interested in holiday flights.

High street

Visit the High street

regularly.

Category

Audience

Brand

Environments

Nivea

Admire or use/bought Nivea.

Young Professional

18-40 yr old Work full time

earning €40,000+

RUSSIA OCS 2010

14/03/2012

Heavy Mobile Internet Users/

Demographic Profile/

Demographics

Attitudes/Opinions (Ranked by Index)

Categories Especially of Interest (by Index)

Leisure Interests (Ranked by Index)

Technology Used (Ranked by Index)

Demographics

I tend to live for today (224)

Always concerned about what

others think (203)

I tend to spend money without

thinking (197)

I like to follow a well organised

routine (187)

I worry too much about things

that aren’t that important (179)

I have a very active imagination

(178)

I tend to put my trust into people

too easily (168)

Personal electronics , Cars, Leisure travel , TV

programmes, New DVDs/ Blu Ray, Latest Films,

Magazines/Newspapers, High street shops

Going to nightclubs (180)

Camping/Caravanning (176)

Doing voluntary community

Service (170)

Visiting the library (166)

Amateur courses (164)

Playing game consoles (158)

Placing bets (158)

Going to music festivals (148)

Going to the casino (141)

Xbox 360 (419)

Nintendo DS (351)

Smartphone (310)

Sony PS3 (298)

Digital Radio (260)

Sony PS2 (234)

Blu Ray player (201)

Blackberry (196)

68% Male

46% 15-24 (221)

22% Live in Volga Region

(129)

49% Single (239)

45% Have Children (69)

81% Main HH Shopper (99)

20% Employed PT (174)

Russian Heavy Mobile Internet Users

OOH advertising/

OOH Noticed (strongly/somewhat agree)

Sample: 145

Universe: 3,107,000

Indexed against All Adults

Source: OCS 2010

How much do you agree that you tend to notice advertising in each of the following places?

77

68

79 85

75

68

62

79 81

62

82

59

77

41

79

100

105

110

115

120

125

0

10

20

30

40

50

60

70

80

90

100

Index

% o

f T

arg

et

Au

die

nce

% of Target Audience Index against all adults

Attitude toward OOH advertising formats

Attitudes to Advertising (strongly/somewhat agree)

Sample: 145

Universe: 3,107,000

Indexed against All Adults

Source: OCS 2010

77

91

48

82

66

51

42

54

60

25

100

110

120

130

140

150

160

170

180

190

0

10

20

30

40

50

60

70

80

90

100

Advertisinghelps me

know what isavailable

I expectadvertising to

beentertaining

Feel morefavourablytowardscompany

involved incharity

I likeadvertisingthat givesyou factualinformation

I normallybuy/use

brands thatreward mefor being

loyal

Trycompetitorprod if offer

discount

I regularlybuy a

product aftertrying asample

I thinkfavourably ofcompanies

that sponsorevents

Change mymind if

hear/seeabout

product

More likelybuy prod if

famousperson

endorsed it

Index

% o

f T

arg

et

Au

die

nc

e

% of Target Audience Index against all adults

Attitudes to DOOH

Sample: 145

Universe: 3,107,000

Indexed against All Adults

Source: OCS 2010

49

57 57

28

59

36

53 51

100

105

110

115

120

125

130

135

140

0

10

20

30

40

50

60

70

80

90

100

Brands thatadvertise on

digital screensare innovative

Ad on digitalscreen createsimpression it'squality brand

I like the idea ofinteracting withdigital screens

The brand beingadvertised is amarket leader

Digital screensare good forfashionable

brands

Tell others abtads seen ondigital screen

It makes thebrand or product

morememorable

Expect digiscreen ads more

up to date

Index

% o

f T

arg

et

Au

die

nc

e

% of Target Audience Index against all adults

Mobile Phone Users in different countries

Attitudes to DOOH

Attitudes to small format OOH

Sample: 145

Universe: 3,107,000

Indexed against All Adults

Source: OCS 2010

67

58

53 54

69

41

80

85

90

95

100

105

110

115

0

10

20

30

40

50

60

70

80

90

100

Useful find out abtlatest DVD release

Notice billboards fornew music

Often notice posterswhen out and aboutwith friends/family

Posters/screens helpto keep name of

brand adv in my mind

Posters/screens goodway of finding out

about new products

If I see offer outsidesupermarket, I check

it out instore

Index

% o

f T

arg

et

Au

die

nc

e

% of Target Audience Index against all adults

Claimed action taken

Action taken in response to OOH advertising

Sample: 145

Universe: 3,107,000

Indexed against All Adults

Source: OCS 2010

31,5

18,3

44,9

54,6

39,0

28,8

36,5

2,0

5,8 7,5

4,2

100

150

200

250

300

350

400

0,0

10,0

20,0

30,0

40,0

50,0

60,0

Index

% o

f T

arg

et

Au

die

nc

e

% of target audience Index against all adults

Travel behaviour

Typical thoughts on daily commute

Sample: 145

Universe: 3,107,000

Source: OCS 2010

0

10

20

30

40

50

60

70

80

My family

Work

What to eat for breakfast

What to eat for lunch

What to eat for evening meal

My finances

Sport

Shopping I need to do

Holidays

What to do this evening

Music I want to buy

What to watch on TV

Clothes and fashion

Health/Fitness

Looking for something online

My friends

Way to Work

At Lunch

Way Home from Work

Mobile Phone Users in different countries

Thoughts on way home

Typical thoughts on non-work trips

Sample: 145

Universe: 3,107,000

Source: OCS 2010

0

10

20

30

40

50

60

70My family

Work

What to eat for breakfast

What to eat for lunch

What to eat for evening meal

My finances

Sport

Shopping I need to do

Holidays

What to do this evening

Music I want to buy

What to watch on TV

Clothes and fashion

Health/Fitness

Looking for something online

My friends

Non-work Trips

Environments visited and advertising noticed

70

90

110

130

150

170

190

60 80 100 120 140 160 180 200 220 240

OOH environmental effectiveness

Service

Stations

Supermarket Bus

Rare Find Hard to Miss

Wallpaper Invisible

Bars

Airport

Hair

Salons

Shopping

Mall

Train

Cinema

Metro

College

Low

Exposure

Hig

h E

xposure

Likely to Notice Ads

Unlikely to Notice Ads

Exposure measured on Index Notice-ability measured on Index Size of circle = % of exposure

Sample: 145

Universe: 3,107,000

Indexed against All Adults

Source: OCS 2010

Sport

Stadia

Gym/Leisure

Coffee

Shops

High

Street

Concerts

14/03/2012

Muscovites/ Demographic and Advertising Profile/

OCS/

Muscovites

Demographic Profile

Demographics

57% Female 22% 45-54

80% Higher Education (102)

Work full time 74% (97)

67% Have children (103)

Demographics 35% Live with spouse and children (88)

49% Married (92)

85% Main HH Shopper (104)

Attitudes/Opinions (Ranked by Index)

I’m often on a diet to lose

weight (138)

There’s little I can do to change

my life (131)

Prefer to buy low salt products if

available (128)

I spend quite a lot of money on

clothes for myself (125)

I buy the newest fashion brands

& styles available (120)

I try to go somewhere different

on holiday every time (118)

How I spend time is more

important than how much

money I make (115)

Categories Especially of Interest (by Index)

Fast Food, Ethical Products, High Street/Mall

Shops, Snack Food/Drinks, Cosmetics/Toiletries,

Public Service Information, Spirits

Leisure Interests (Ranked by Index)

Visiting art galleries (186)

Visiting stately/country homes (166)

Going to a casino (165)

Doing voluntary service (160)

Travelling abroad (159)

Going to classical music concerts

(156)

Visiting museums (148)

Going to the theatre (147)

Charity events (145)

Technology Used (Ranked by Index)

iPhone (152)

Blackberry (149)

Xbox (148)

WiFi (147)

Satnav (147)

Sony PSP (145)

Digital Camera (132)

Xbox 360 (127)

Sample: 582

Universe: 12,026,000

Indexed against All

Russian Adults

Source: OCS 2009

Attitudes to DOOH

Sample: 582

Universe: 12,026,000

Indexed against All Russian Adults

Source: OCS 2010

47

51

64

22

63

28

55

51

85

90

95

100

105

110

0

10

20

30

40

50

60

70

80

90

100

Brands thatadvertise on

digital screensare innovative

Ad on digitalscreen createsimpression it'squality brand

I like the idea ofinteracting withdigital screens

The brand beingadvertised is amarket leader

Digital screensare good forfashionable

brands

Tell others abtads seen ondigital screen

It makes thebrand or product

morememorable

Expect digiscreen ads more

up to date

Index

% o

f T

arg

et

Au

die

nc

e

% of Target Audience Index against all adults

Category information looked out for

Sample: 582

Universe: 12,026,000

Indexed against All Russian Adults

Source: OCS 2010

Claimed action taken

Action taken in response to OOH advertising

Sample: 582

Universe: 12,026,000

Indexed against All Russian Adults

Source: OCS 2010

31,6

15,8

43,6

55,3

40,3

31,5

38,3

1,1 1,1

6,3 1,7

50

60

70

80

90

100

110

120

0,0

10,0

20,0

30,0

40,0

50,0

60,0

70,0

80,0

90,0

100,0

Index

% o

f T

arg

et

Au

die

nc

e

% of target audience Index against all adults

Travel behaviour

Transport used for Work

Indexed against all Working Adults

38% (96)

44% (110) 3% (140)

1% (216)

45% (268) 6% (223)

32% (87)

Sample: 582

Universe: 12,026,000

Indexed against All Russian Adults

Source: OCS 2010

Frequency of noticing BB by journey type

Going to Work

73%

Going to the Supermarket

63% Going to the High Street

55%

Going to a shopping centre

70%

Going to a sporting event

30%

On the school run

17% Going out at the weekend

57%

Going home from work

60%

Sample: 582

Universe: 12,026,000

Source: OCS 2010

60

80

100

120

140

160

180

70 90 110 130 150 170 190 210

OOH environmental effectiveness

Service

Stations Supermarket

Bus

Rare Find Hard to Miss

Wallpaper Invisible

Pubs

Airport

Hair

Salons

Shopping

Mall Train

Cinema

Metro

Low

Exposure

Hig

h E

xposure

Likely to Notice Ads

Unlikely to Notice Ads

Exposure measured on Index Notice-ability measured on Index Size of circle = % of exposure

Sample: 582

Universe: 12,026,000

Indexed against All Russian Adults

Source: OCS 2010

Sport

Stadia

Coffee

Shops

High

Street Concerts

% V

olu

me

OCS in practice

doubled programme rating of previous series

It’s about the OOH space/

It’s about the OOH space/

It’s about the OOH space/

Interactive, connected,

digitally social experience

Thank You