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© 2011 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified,or distributed in any form or manner without the prior written permission of Experian.
Experian SimmonsNational Consumer Study
Advertising Outside the Home for DPAA
March 2011
© 2011 Experian Information Solutions, Inc. All rights reserved. 2
Experian Simmons - Single SourceDelivering 360 Degree Insight on the American Consumer
NationalConsumer/Hispanic
Study
SimmonsDataStream
SimmonsLocal
CustomResearch
Multi-MediaEngagement/New Media
Kids &Teens
Consumer
© 2011 Experian Information Solutions, Inc. All rights reserved. 3
Experian SimmonsSimmons National & Hispanic Consumer Studies
NationalConsumer/Hispanic
Study
National Consumer Study
25,000 adults annually Continuous
measurement Quarterly Release 60,000 personal and
household measures 500 categories 8,000 brands &
products 600+ attitudes and
opinions All forms of media Syndicated and
specialty segmentations
SimmonsDataStream
SimmonsLocal
CustomResearch
Multi-MediaEngagement/New Media
Kids &Teens
Consumer
Hispanic Study All NCS measures Over 7,000 Hispanic
adults living in the U.S. Heritage Language preferences Spanish-language
media Hispanic specific
lifestyle / psychographic attributes
© 2011 Experian Information Solutions, Inc. All rights reserved. 4
Experian Simmons From Adults to Simmons Kids and Teens
NationalConsumer/Hispanic
Study
SimmonsDataStream
SimmonsLocal
CustomResearch
Multi-MediaEngagement/New Media
Kids Over 2,000 kids ages 6
to 11 Media, product
consumption, brands
and product usage Psychographic
questions about
fashion, multiple media
channels, money,
parents, friends, self-
image, the Internet,
media usage Released twice a year,
on a rolling 12-month
sample
Kids &Teens
Consumer
Teens Over 2,000 teens ages
12 to 17 Media, product and
brand consumption, services ownership, purchase and usage
In-depth demographics Lifestyle/
psychographics Released twice a year,
on a rolling 12-month sample
© 2011 Experian Information Solutions, Inc. All rights reserved. 5
Experian Simmons From National to SimmonsLOCAL
SimmonsLocal
SimmonsLOCAL 209 DMAs Insight down to ZIP5
level Largest local analysis
database available County and ZIP code
mapping Complete media
consumption data for
each market, including
broadcast TV, cable,
newspaper, magazine,
radio and Internet
NationalConsumer/Hispanic
Study
SimmonsDataStream
CustomResearch
Multi-MediaEngagement/New Media
Kids &Teens
Consumer
Unprecedented in-tabs of up to 50,000 per DMA
60,000 personal and household measures
Product purchase behavior across over 500 categories
Brand preference on 8,000 brands & products
600+ attitudes and opinions
© 2011 Experian Information Solutions, Inc. All rights reserved. 6
Experian Simmons DataStreamSM
Single source of weekly consumer insights
SimmonsDataStream
NationalConsumer/Hispanic
Study
SimmonsLocal
CustomResearch
Multi-MediaEngagement/New Media
Kids &Teens
Consumer
Over 60,000 NCS measures updated weekly
Advertising effectiveness analysis
Demonstrate
accountability for marketing spend
Track brand performance
Brand health for products or media properties
Competitive brands
Monitor consumer trends
Shifts in consumer behaviors, opinions and lifestyle
Detect critical market movements sooner
© 2011 Experian Information Solutions, Inc. All rights reserved. 7
Simmons National Consumer Study
Video Advertising Outside the Home
© 2011 Experian Information Solutions, Inc. All rights reserved 7
© 2011 Experian Information Solutions, Inc. All rights reserved. 8
Simmons National Consumer StudyAdvertising Outside the Home – video advertisements
7 days 30 days
Video Advertisements Noticed Adults 18+ HispanicsNon
HispanicsAdults 18+ Hispanics
Non Hispanics
Airports 3.6% 4.7% 3.4% 12.4% 15.1% 11.9%Doctor's Office or Hospital Waiting Area 8.8% 9.8% 8.6% 23.7% 27.1% 23.0%Elevators 4.2% 4.9% 4.1% 9.3% 12.9% 8.6%Gas Stations 22.7% 21.0% 23.1% 32.1% 33.2% 31.9%Health Club/ Gym 4.9% 5.1% 4.9% 9.3% 11.8% 8.9%Inside Taxis 1.8% 2.3% 1.7% 5.0% 7.4% 4.5%Large Retail or Department Stores 15.1% 15.2% 15.1% 28.6% 29.9% 28.4%Office Buildings ( Not In The Elevator) 3.1% 3.7% 3.0% 7.6% 10.5% 7.1%Restaurants or Bars 15.7% 13.7% 16.0% 27.8% 28.0% 27.8%Riding Public Transport (bus, trains, subway) 4.6% 6.1% 4.3% 9.1% 14.0% 8.2%Shopping Malls 13.5% 12.8% 13.6% 27.8% 30.6% 27.3%Sports Stadiums or Arenas 4.1% 4.5% 4.0% 11.3% 13.9% 10.8%Waiting For Public Transport (platform/ shelter) 3.7% 4.5% 3.5% 7.9% 12.2% 7.1%
NET 39.6% 39.1% 39.7% 55.9% 55.2% 56.1%
Source: Simmons Fall 2010 NHCS 6-Month
Almost 40% of U.S. Adults 18+ noticed video advertisements outside the home in the last 7 days and almost 56% in the last 30 days
© 2011 Experian Information Solutions, Inc. All rights reserved. 9
Simmons National Consumer StudyAdvertising Outside the Home – video advertisements
7 days 30 days
Video Advertisements Noticed(Index)
HispanicsNon
Hispanics (Index)Hispanics
Non Hispanics
Airports 111 98 115 97Doctor's Office or Hospital Waiting Area 116 97 139 93Elevators 92 101 103 99Gas Stations 103 99 126 95Health Club/ Gym 130 94 149 91Inside Taxis 100 100 105 99Large Retail or Department Stores 117 97 138 93Office Buildings ( Not In The Elevator) 88 102 101 100Restaurants or Bars 134 94 153 90Riding Public Transport (bus, trains, subway) 95 101 110 98Shopping Malls 112 98 124 96Sports Stadiums or Arenas 123 96 155 90Waiting For Public Transport (platform/ shelter) 111 98 115 97
Hispanic consumers overall are more receptive to video advertisements outside the home than Non-Hispanic consumers
Source: Simmons Fall 2010 NHCS 6-MonthRed = Index 110 and above
© 2011 Experian Information Solutions, Inc. All rights reserved. 10
Simmons National Consumer StudyAdvertising Outside the Home – video advertisements
Hispanics Non-Hispanics
noticed past 7 days Age MedianHHI
MedianDSE*
MedianAge Median
HHI median
DSE Median
($) ($) ($) ($)Airports 36.4 67,500 11,874 44.8 67,800 12,129Doctor's Office or Hospital Waiting Area 39 54,500 8,737 51.8 53,100 10,482Elevators 37.5 58,500 10,947 44.7 63,800 11,001Gas Stations 36.4 52,200 9,222 45.2 60,800 11,102Health Club/ Gym 32.6 58,300 9,252 42.6 67,100 13,613Inside Taxis 27.9 40,700 7,376 39.7 38,600 8,324Large Retail or Department Stores 37.7 55,300 9,698 47.4 62,100 11,397Office Buildings ( Not In The Elevator) 37.8 54,700 8,827 43.2 73,300 11,459Restaurants or Bars 38.6 53,200 9,093 46.2 61,200 11,166Riding Public Transport (bus, trains, subway) 34.7 50,300 6,374 42.8 48,500 8,729Shopping Malls 38.8 60,100 10,929 46.7 67,500 11,657Sports Stadiums or Arenas 35 57,300 8,315 41.8 67,800 11,706Waiting For Public Transport (platform/ shelter) 41 52,600 7,147 39.4 55,900 8,467
NET 36.5 51,000 8,450 46.2 63,500 11,695
Source: Simmons Fall 2010 NHCS 6-Month*Discretionary Spend Estimate :
an estimated dollar amount of a household’s annual spend on discretionary expenses
Hispanic consumers tend to be younger with HHI $51K and discretionary spend estimate $8,450, while Non-Hispanics are older, have more income and discretionary spend estimate
© 2011 Experian Information Solutions, Inc. All rights reserved. 11
Simmons National Consumer StudyAdvertising Outside the Home – video advertisements
7 days 30 days
Adults 18+ HispanicsNon
HispanicsAdults 18+ Hispanics
Non Hispanics
Age Median 44.6 36.5 46.2 43.9 36.2 45.5
Age Mean 45.3 39.4 46.4 44.7 39.2 45.7
HHI median 61,100 51,000 63,500 60,300 51,800 62,200
HHI mean 83,900 65,400 87,300 84,300 67,300 87,500
DSE Median 11,176 8,450 11,695 10,954 8,903 11,355
DSE Mean 14,105 10,828 14,715 13,999 11,241 14,513
Source: Simmons Fall 2010 NHCS 6-Month*Discretionary Spend Estimate :
an estimated dollar amount of a household’s annual spend on discretionary expenses
American consumers who noticed advertising in places outside their home tend to be approximately 44 years of age, with household income of $60,00 and estimated discretionary spending of $11,000 annually
© 2011 Experian Information Solutions, Inc. All rights reserved. 12
Simmons National Consumer StudyAdvertising Outside the Home – video advertisements
Non-Hispanics TV Prime Time Viewing
noticed past 7 daysquintile 1 (highest)
quintile 2 (2nd highest)
quintile 3 (middle)
quintile 4 (2nd lowest)
Airports 84 109 112 106Doctor's Office or Hospital Waiting Area 128 124 77 103Elevators 86 132 101 109Gas Stations 116 115 104 93Health Club/ Gym 86 113 125 112Inside Taxis 79 168 43 126Large Retail or Department Stores 121 127 97 85Office Buildings ( Not In The Elevator) 97 134 78 90Restaurants or Bars 122 111 100 91Riding Public Transport (bus, trains, subway) 103 121 92 84Shopping Malls 113 123 105 90Sports Stadiums or Arenas 102 144 90 98Waiting For Public Transport (platform/ shelter) 102 142 83 74
NET 115 112 102 95
Source: Simmons Fall 2010 NHCS 6-MonthRed = Index 110 and above
© 2011 Experian Information Solutions, Inc. All rights reserved. 13
Simmons DataStream
Video Advertising Outside the Home
© 2011 Experian Information Solutions, Inc. All rights reserved 13
© 2011 Experian Information Solutions, Inc. All rights reserved. 14
Simmons DataStreamAdvertising Outside the Home – video advertisements
5/24/2010
5/31/2010
6/7/2010
6/14/2010
6/21/2010
6/28/2010
7/5/2010
7/12/2010
7/19/2010
7/26/2010
8/2/2010
8/9/2010
8/16/2010
8/23/2010
8/30/2010
9/6/2010
9/13/2010
9/20/2010
9/27/2010
10/4/2010
10/11/2010
10/18/2010
10/25/2010
11/1/2010
11/8/2010
11/15/2010
11/22/2010
11/29/2010
12/6/2010
12/13/2010
12/20/2010
12/27/2010
1/3/2011
1/10/2011
1/17/2011
1/24/2011
-10%
0%
10%
20%
30%
40%
50%
60%
70%
-11% relative decrease+27% relative increase
Source: Experian Simmons DataStreamSM
1 or 4-week moving estimate Bases: Adults 18+
Target: Video Advertisements Outside of the home 30 days and 7 days
Percent of Adults who noticed video advertisements last 30 days or 7 days
Last 7 days
Last 30 days
7 days measures help to understand different trend cycles
© 2011 Experian Information Solutions, Inc. All rights reserved. 15
Simmons DataStreamAdvertising Outside the Home – video advertisements
5/2
4/2
01
0
5/3
1/2
01
0
6/7
/20
10
6/1
4/2
01
0
6/2
1/2
01
0
6/2
8/2
01
0
7/5
/20
10
7/1
2/2
01
0
7/1
9/2
01
0
7/2
6/2
01
0
8/2
/20
10
8/9
/20
10
8/1
6/2
01
0
8/2
3/2
01
0
8/3
0/2
01
0
9/6
/20
10
9/1
3/2
01
0
9/2
0/2
01
0
9/2
7/2
01
0
10
/4/2
01
0
10
/11
/20
10
10
/18
/20
10
10
/25
/20
10
11
/1/2
01
0
11
/8/2
01
0
11
/15
/20
10
11
/22
/20
10
11
/29
/20
10
12
/6/2
01
0
12
/13
/20
10
12
/20
/20
10
12
/27
/20
10
1/3
/20
11
1/1
0/2
01
1
1/1
7/2
01
1
1/2
4/2
01
1
40%
42%
44%
46%
48%
50%
52%
54%
56%
58%
60%
Video Advertisements last 30 days
Non-video Advertisements last 30 days
While Video advertisements tend to appeal to a bigger audience, both video and non-video advertisements explosions have similar trend cycles
Percent of Adults who noticed video advertisements last 30 days
Source: Experian Simmons DataStreamSM
4-week moving estimate Bases: Adults 18+
Target: Video & Non-video Advertisements Outside of the home 30 days
© 2011 Experian Information Solutions, Inc. All rights reserved. 16
Local Market Targeting
Advertising Outside the Home
© 2011 Experian Information Solutions, Inc. All rights reserved 16
© 2011 Experian Information Solutions, Inc. All rights reserved. 17
SimmonsLOCALGeographic analysis of outdoor advertising targets
Source: Simmons LOCAL Spring 2010
Experian Simmons provides rich insight on consumers in over 200 media markets across the U.S.
© 2011 Experian Information Solutions, Inc. All rights reserved. 18
New York
New Jersey
Connecticut
§̈¦95
§̈¦80
§̈¦495
§̈¦87
§̈¦287
§̈¦280§̈¦278
§̈¦78
§̈¦678
§̈¦295
§̈¦684
§̈¦478§̈¦78
§̈¦78
§̈¦95
§̈¦80 §̈¦95
§̈¦278
§̈¦287
§̈¦95
§̈¦287
§̈¦278
§̈¦78
§̈¦495
§̈¦495
§̈¦95
§̈¦287
§̈¦280
§̈¦87
£¤1
£¤130
£¤9
£¤46
£¤202
£¤9W
£¤7
£¤202
£¤9
£¤46
£¤1
£¤46
£¤1
£¤202
£¤9
£¤1
£¤1£¤202
£¤202
£¤9
New York
Newark
Yonkers
Paterson
Stamford
Elizabeth
Jersey City
Rye
Etra
Lodi
Deal
Wall
Viola
Nyack
Islip
Bronx
Wayne
Union
Clark
Fords
OceanEarle
Texas
Tracy
Elton
Dover
Lyons
Elwood
Roslyn
Elmont
Inwood
Armonk
Pelham
Nanuet
Tappan
Ramapo
Edison
Alpine
Mahwah
Dumont
Hewitt
Butler
Towaco
Milton
Leonia
Nutley
Kearny
Verona
Orange
Summit
Linden
Avenel
Edison
Hazlet
Parlin
Rumson
Ardena
Siloam
Warren
Dayton
Baywood
Babylon
Syosset
Jericho
Wantagh
Mineola
Baldwin
Hewlett
Jamaica
Roxbury
Ardsley
Congers
Tenafly
Wyckoff
Paramus
Oakland
WanaqueMacopin
Boonton
Hamburg
Clifton
Bayonne
Madison
Fanwood
Belford
Keasbey
Colonia
Matawan
EverettHolmdel
Phalanx
Neptune
Tennent
Mendham
Windsor
Norwalk
Cos Cob
Melville
Herricks
Halesite
Fairview
Copiague Saltaire
Bayville
Plandome
Flushing
Lynbrook
Brooklyn
PurchasePiermont
Somerset
Rossmoor
Franklin
Kitchell
Montrose
Montvale
Westwood
Ringwood
KinnelonHurdtown
Fairview
Harrison
Caldwell
RoselandWhippany
Carteret
Milltown
Marlboro
Freehold
Adelphia
Oak Glen
Randolph
Gillette
Dunellen
Manville
Salisbury Plainedge
Northport
Asharoken
Hawthorne
Smithtown
Hauppauge
Greenlawn
Deer Park
Cove NeckGlen Cove
Glen Head
Uniondale
Bellerose
Oak Ridge
Wickatunk
Roosevelt
RockleighHillsdale
Postville
Lyndhurst
Fairfield
Highlands
Keansburg
Oceanport
Eatontown
Millhurst
Millstone
Allentown
Fairfield
Lido Beach
Kings Park
Manorhaven
Long Beach
Mamaroneck
Brownville
Middletown
Parsippany
Middletown
Piscataway
Bucks MillApplegarth
New Canaan
Fire Island
Harbor Isle
Lindenhurst
Sterlington
Bergenfield
East Newark
Short Hills
Pelham Manor
Roselle ParkMountainside
Martinsville
Kendall Park
Pleasantville
West Paterson
Green Village
Franklin Park
Baldwin Harbor
West Long Branch
Legend
Applebee's
AD_Receptivity_Index
34- 56
56 - 79
79 - 95
95 - 114
114- 139
Applebee's_3_Mile_Dist
Experian helps target ad receptivity by medium for each restaurant location
Using a profile of the client’s diners across all Mosaic consumer segments, the client’s locations in the New York market are ranked by their propensity to reach consumers receptive to different advertising mediums
Solution ExampleGeographic Marketing – Location Trade Areas
Simmons National Consumer Study >>Experian Mosaic Segmentation >>
MicromarketerG3 >>
© 2011 Experian Information Solutions, Inc. All rights reserved.
Gary WarechVice [email protected]
Kelly FlynnAccount [email protected]