Posterscope USA Launches First Out-of-Home Consumer Insight Survey in the U.S.

    NEW YORK, April 15 /PRNewswire/ -- Posterscope USA announced today that
 it has conducted the first U.S. out-of-home consumer insight research
 survey called OCS. By launching this research initiative, Posterscope is
 taking a leadership position as the only out-of-home communication
 specialist in the industry adopting a disciplined consumer-centric planning
 and buying approach. OCS enables Posterscope to look at the out-of-home
 landscape through the lens of the consumer to find unique insights. These
 insights help to develop out-of-home plans and buys that uniquely connect
 clients with consumers in the right place, at the right time, with
 messaging that resonates with their individual lifestyles.
 
     The OCS questionnaire polled adults ages 15-64. The study was designed
 to represent a cross section of Americans, in order to profile specific
 target audiences to determine media consumption, attitudes toward
 advertising and receptivity to advertising and marketing messages. This
 information allows Posterscope to compare findings across all media
 (mobile, out-of-home, newspapers and magazines, cinema, radio, tv and the
 internet), as well as compare the value of particular venues and platforms
 within out-of-home for any target consumer group. The research also gained
 key insights regarding consumers' receptivity toward digital OOH
 advertising.
 
     "At Posterscope USA, we believe consumer-centric planning is critical
 to effectively connect brands with consumers. This is why we have invested
 in dedicated resources behind consumer insights for OOH. It is our
 intention to use OCS to help our clients drive business and also to evolve
 and advance the out-of-home sector. Our industry is exploding and proving
 that it is one of the most effective ways to reach consumers. It is
 important that we continue to study where consumers live and breathe, so we
 can reach them in a highly targeted way," said Posterscope USA President
 Todd Hansen.
 
     In addition to media-related attitudes and behaviors, OCS examined
 several lifestyle and demographic factors including: lifestage variables,
 activities/hobbies/interests, values/attitudes, technology usage and
 standard demographic variables such as age, income, education level and
 occupation. This data provides Posterscope with a textured, in-depth look
 at consumers beyond just knowing their media consumption habits.
 
     "In today's 'on the go' environment, connecting with consumers when
 they are out-of-home is more critical than ever. This study substantiates
 the power of out-of-home," said Chris Gagen, SVP, Posterscope U.S. "Many
 have suspected that out-of-home can reach an even higher growth potential
 in the US market. We believe these results justify moving more marketing
 dollars into this sector."
 
     OCS uncovered proprietary insights which have important implications on
 how to market and communicate with several target groups. A few are
 exemplified below:
 
 

     Young Adults:
     --  Young adults (ages 18-30) spend more time with out-of-home than with
         traditional media compared with the average adult.
     --  They are 28% more likely to visit bars, clubs and coffee shops than
         the average adult 18+.
     --  Young adults are most receptive to advertising that appears in
         theaters, grocery stores, on billboards and in malls.  Movie theaters,
         grocery stores and billboards outperform internet, magazines,
         newspapers and radio advertising on noticeability.
     --  84% of this group notice advertising in movie theaters, 12% more
         likely than the average adult.
     --  They also spend an average of 61 minutes per day in their car and 14
         hours per week on their mobile phone.
 
 
     Affluent:
     --  23% of those with household income of $100K+ visit airports regularly;
         the affluent are 127% more likely to visit airports than the general
         population.
     --  57% of the affluent agree that they notice advertising in airports.
     --  47% say advertising in airports helps them pass time; more than 1/3
         say it is "eye-catching."
     --  The affluent spend more time in their cars on an average workday
         versus the general population.
     --  This group is 56% more likely to visit gyms, 49% more likely to visit
         spas, and 30% more likely to visit casual dining restaurants than the
         general population 18+.
 
 
     Movie Enthusiasts (people ages 15+ who go to the movies once a month or
 more)
     --  In addition to movie theaters, Movie Enthusiasts are more likely to
         frequent several other out-of-home venues than the general population.
         They are more likely to report visiting malls regularly (42% more
         likely), casual dining restaurants (33% more likely), coffee shops
         (67% more likely), bars (66% more likely), gyms (51% more likely),
         airports (81% more likely), and sports stadiums (85% more likely).
     --  77% of Movie Enthusiasts say they notice advertising at grocery
         stores, 74% on Billboards, 67% at malls, and 57% at sports stadiums.
     --  Over half of Movie Enthusiasts report having purchased a product they
         saw advertised in a grocery store.
     --  Over half of Movie Enthusiasts say that advertising on billboards is a
         welcome distraction from traffic and that they often notice
         advertising on posters and billboards when they are out and about.
     --  91% of Movie Enthusiasts noticed some type of advertising at the
         theater the last time they went to the movies.
     --  More than one-fifth of Movie Enthusiasts plan to buy a car within the
         next 12 months.
     --  Movie Enthusiasts spend an average of 5 more minutes per day in their
         cars than the average adult.
 
     About Posterscope:
 
     Posterscope USA is a full service out of home communications specialist
 and is part of Posterscope Worldwide, the largest OOH company in the world,
 with 38 offices in 20 countries. US offices include Los Angeles, New York,
 San Francisco, Chicago, Denver, Cincinnati and Atlanta. Posterscope is at
 the vanguard of cutting edge developments in OOH such as digital,
 interactivity and experiential. Clients include: The Coca-Cola Company,
 Outback Steakhouse, adidas, Pernod Ricard, ING, among others. Posterscope
 USA, led by President Todd Hansen, has units including Hyperspace, a
 digital OOH company and The Brand Experience, its experiential agency.
 
     About Aegis Media Americas:
 
     Aegis Media Americas, part of Aegis Group plc, is a group of
 media-centric diversified marketing services companies including: Carat,
 Vizeum, Aegis Media Canada, Carat Latin America, MMA, Copernicus, Velocity
 Sports and Entertainment, Vivid Marketing, Posterscope USA (Hyperspace, The
 Brand Experience) and Isobar (Freestyle, Ammo, iProspect, Molecular and
 bluestreak). Aegis Media Americas offers clients a suite of integrated
 marketing solutions including media and market research; communications
 planning; media planning and buying; multicultural communications;
 corporate trade; branded entertainment; direct and digital marketing;
 experiential and sponsorship services and marketing analytics and
 consulting. For more information, visit the company's website at
 http://www.aemedia.com.
 
     Contact: Adrienne Scordato
 
 

                adrienne.scordato@aemedia.com
                917-326-7117
 
 
 

SOURCE Posterscope USA