Posterscope USA Launches First Out-of-Home Consumer Insight Survey in the U.S.
Agency Innovates Ahead of the Industry to Tap Into the Minds of Consumers
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
SOURCE Posterscope USA
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