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Proof that Out of Home is Good for Fast Moving Consumers

Tim Lumb, Insight & Effectiveness Director, Outsmart   |   24th February 2017

Kantar recently released a report looking at their FMCG Shopper segmentation, based on TGI data. These shopper segments collectively account for half of the adult population so naturally I was interested in seeing which segments could be most efficiently reached by Out of Home advertising.

Running the segments against media neutral quintiles (a handy shortcut for spotting the most efficient media for reaching a target audience), and looking at the highest quintile (the 20% of the target audience who consume that medium most), it is clear that three of the seven shopper segments are much more likely to see and respond to Out of Home (OOH) advertising. That’s not to say the remaining segments are ‘weak’ – they’re just not as strong, within the highest quintile.

So who are they?                                                                                                                                   

The largest group are Quality Crusaders - shoppers driven by superior quality, who are happy to pay a premium for it. They skew towards social grade AB and being 45-54 years of age. There are approximately seven million of them in Great Britain.

Then we have the Promiscuous Purchasers - bargain hunters with large brand repertoires. They skew female, mid-30s and have kids who are of school-age. There are about 2.5 million Promiscuous Purchasers in Great Britain.

Last but not least, there are the Conscious Connoisseurs, who are interested in and knowledgeable about food. They pay attention to food professionals, word of mouth, and read ingredients and labels. They skew towards social grade AB, tend to be 25-34 year old females and there are about 1.8 million of these Conscious Connoisseurs in Great Britain.

Looking at the OOH formats they see, it is a real mix. Conscious Connoisseurs index* high for seeing advertising outside and on the roof of taxis- they are 114% more likely to notice this type of OOH advertising, that’s more than twice as likely as the average main shopper in the household. Quality Crusaders index well for airports (111), motorway service stations (110) and roadside (114). Promiscuous Purchasers see OOH in shopping malls (186), railways stations/platforms (182) and underground stations/platforms (164).

Their responses to OOH advertising are also diverse. Quality Crusaders purchase online (111) and in-store (107). Promiscuous Purchasers are more likely to follow up on a Facebook brand page (159) or talk to friends about the brand or product (155). Conscious Connoisseurs will take a picture of OOH creative (193) and then buy online (172). OOH sparks a range of response mechanisms.

I’ve done a lot of summarising here – for more detailed data such as splits by Classic and Digital OOH and immediate responses to OOH advertising versus responding later, have a look at the deck here.  

With a sense of increasing uncertainty (not to mention inflation!) as we edge towards Brexit, knowledge of FMCG shopper behaviours remains as important as ever.

* “Index” shows by how much more (or less!) the shopper segment differs from the average shopper in terms of behaviour. So an index of 100 = the average shopper, an index 150 = 50% more likely than the average shopper, an index of 50 = half as likely as the average shopper, and index of 200 = twice as likely as the average shopper.

Source: GB TGI Clickstream 2016 Q4 (July 2015 - June 2016)  - with Mobile - Pop

"As an industry, I believe, we have forgotten the power of repetition. Effective communication isn't small. It isn't cheap. It isn't once."
"Advertising isn’t supposed to be private. It’s supposed to be overheard, shared, stumbled across and discovered."
"And then there’s advertising’s past. The intrusive, inflexibile and mute billboards. They feel like throwbacks to the old way of doing things. A flat image with an unyielding rule that the consumer can take in no more than eight words (unless they’re Economist readers). How boring. How old school. Until you remember 2015's ‘Shot on iPhone 6’ campaign. Simple, traditional and utterly un-missable pieces of art in the urban landscape."
"Out of Home is the oldest medium of all There’s still huge power in the public message – the power of the public comment. It’s a big thing – it’s why people get married in front of an audience of 150; it gives a public sense of commitment."
"We've chosen to use digital to make everything more efficient...but we've forgotten how to explore and discover. It's a loss of serendipity and we've lost a lot of the humanity. We're becoming very reliant upon digital and the internet to make us incredibly efficient and we're losing out."
"The beauty of OOH is that it can double as a TV screen, a social feed, a camera, a vending machine, a download site, or a purchase point."
"OOH is constantly evolving, and its ability to integrate so brilliantly with new technology is one of its main strengths."
"Media changes, driven by digitisation, have left consumers facing a tyranny of choice—yet OOH is a channel that can still deliver huge audiences, and can increasingly do so in creative and engaging ways."
"The Out of Home sector has been tremendously resilient throughout the recessionary years, showing consistent growth driven by its fundamental benefits. In an ever-fragmenting media landscape, you can still reach pretty much the entire population, all at the same time."
"Out of Home is booming right now: OOH is the most ubiquitous media – you can’t turn the page, change the channel or switch it off, and Out of Home continues to integrate itself brilliantly with other new and innovative technologies."
"Posters decorate the world "
"Speed of change is all around us and no more so than in the rate at which advertising investment in traditional posters is being transitioned to include a far more flexible Out of Home canvas; the digital poster."
"I love OOH because the diversity of opportunities makes it a realistic option for almost any client. Add to this the ever growing possibilities for new innovation and it’s a media channel that is truly exciting to both agencies and clients alike."
"As DOOH becomes more “digital,” it becomes more agile, richer, and better able to play its part in a big idea. As a plugged in medium, DOOH can be the active element in a multi-layered campaign. It can create buzz, break news, invite interaction, and help to drive content and discussions online. Great DOOH campaigns are ones that sit comfortably within the wider brand strategy and capture the imagination."
"By its very nature, Out of Home’s remoteness from the consumer living room, from the office, and from the home computer, has made it a natural bedfellow of mobile marketing."
"OOH inhabits a wonderful space in which we benefit from a rich heritage of memorable, iconic campaigns and a truly exciting future unfolding before us. A broadcast medium that just keeps getting better."
"DOOH is a really interesting storytelling medium, beyond advertising. It allows you to touch and feel and interact in a way no other medium does. That's the real beauty of it, and usually overlooked"
"Show me any brief, for any client and any campaign and I guarantee that OOH will be able to have a justifiable role to play as part of the media solution. That role maybe big or small; local or national, classic, digital or both, large format, small format or anything in between... but it will be justifiable and worthwhile. There isn’t any other medium that can replicate that claim, or indeed come anywhere near doing so."
"London’s very large public transport network carries a great deal of OOH advertising. As a result, London alone has 170,000 advertising sites, more than 40 per cent of the national total. This makes London the most valuable city for OOH advertising in Europe and among the most important in the world."
"Digital OOH networks are multi-sensory and with the development of touch technology things are moving fast. Stimulating the senses more creatively generates social shares, great PR and awards."
"Central London will undergo a transformation and cities like Birmingham, Manchester and Leeds will get even brighter and more connected"
"It makes sense for the most welcomed and least intrusive media to deliver presence for brands interacting through the media"
"OOH remains the flexible canvas for which a guaranteed audience is never too far away"
"OOH may be the oldest medium, yet it has shown remarkable resilience in reinventing itself"
"Smarter brands are contextualising their ad messaging, reaching a target audience when it matters most and can change behaviour"
"Poster sites really are the last true broadcast medium capable of near universal reach"
"Immediacy, targeting and excitement are what DOOH can offer that other media can't - its just very very cool.The opportunities are endless"
"The combination of classic and DOOH should be an intoxicating mix for any marketing director"
"Out of Home is an accountable, measurable and effective media for advertisers"
"Reaching people in the right place, at the right time is still Out of Home’s biggest strength"
"Posters are the purest and most effective form of communication"
"I would advise marketers using OOH not to see a poster as a Wikipedia entry, think of it as a piece of art"
"OOH engages hard to reach audiences on the move with inspiring and innovative communications"
"Using data to plan OOH enhances campaign performance by up to 200%"
"London is the most valuable city for OOH advertising... and among the most important in the world "
"Super premium digital Out of Home is one of the quickest ways to get into the conversation and make your brand famous"
"For a brand to live, it needs to appeal not only to the people who buy it, but also to the people who know about it "
"Media isn’t about the number of impressions you make. Media is about the power of the impression you make."
"In advertising, we have the power to change minds, change beliefs and change the world"
"DOOH offers deeper engagement than other media, more of a story and feedback"