Geography of Time & Touchpoints

Time Use: Planning for OOHRussell Smither

OOH is welcomedAn experience enhancer not detractor

OOH’s Ongoing EvolutionTraditional – Digital - Convergence

Convergence – Interactive – Opt In

Digital – Targeted - Relevant

Traditional – Broadcast - Welcome

80%

<1%

19%

18 24 26 31 36 43 51 52 62 67 68 74

About the right amount of advertising

Traditional – Broadcast - Welcomed

Q: How much advertising do you think there is on the following media?Source: The London Commuter, Kantar Media, 1,123 Commuters, CBS Outdoor

OOH – The Right Amount of Advertising

ListerineMon-Fri Morning Commuter

“It’s a good time to reach people because they have just brushed their

teeth and are thinking about their breath”

HarrodsThurs/Fri Morning & Evening

CommuterSat Morning & Afternoon Consumer

“It’s effective as the weekend’s approaching which is a key shopping time & plans are being made”

“It targets commuters with disposable income & Saturday captures tourist market”

Consumers engage with time specific messagesDigital – Targeted - Relevant

3 main ways to utilise Time Specific OOH Messages

Associated Daypart Packs

Referencing Time/Location

Real Time

It’s All In the Timing

• http://www.youtube.com/watch?v=x7cyFGo6trI

For video search ‘Posterscope NFC’ on YouTube

Convergence – Interactive - Opt in

OOH and its increasing Convergence with Mobile

Source: JCDECAUX Reading Test 2012

Insight on when Interactions are occurring

0

100

200

300

400

500

600

Source: JCDECAUX Reading Test 2012

Inte

ract

ions

Insight on when Interactions are occurring

Source: JCDECAUX Reading Test 2012

Insight on where Interactions are occurring

Reasons to Interact

Video Source: http://www.youtube.com/watch?v=ORkuWJcJpXo

Researching & Planning OOH by Time Use

Geography of Time

Researching & Planning OOH by Time Use

WELLBEING?

WHERE?

WHAT?

WHO WITH?

WHEN ...

WELLBEING?

WHERE?

WHAT?

WHO WITH?

WHEN ...

Most OOH planning by time use is based on where &

what

Mo-

Su 6

.00

am

Mo-

Su 6

.30

am

Mo-

Su 7

.00

am

Mo-

Su 7

.30a

m

Mo-

Su 8

.00

am

Mo-

Su 8

.30

am

Mo-

Su 9

.00

am

Mo-

Su 9

.30

am

Mo-

Su 1

0.00

am

Mo-

Su 1

0.30

am

Mo-

Su 1

1.00

am

Mo-

Su 1

1.30

am

Mo-

Su 1

2.00

pm

Mo-

Su 1

2.30

pm

Mo-

Su 1

.00

pm

Mo-

Su 1

.30

pm

Mo-

Su 2

.00

pm

Mo-

Su 2

.30p

m

Mo-

Su 3

.00

pm

Mo-

Su 3

.30

pm

Mo-

Su 4

.00

pm

Mo-

Su 4

.30

pm

Mo-

Su 5

.00

pm

Mo-

Su 5

.30

pm

Mo-

Su 6

.00

pm

Mo-

Su 6

.30

pm

Mo-

Su 7

.00

pm

Mo-

Su 7

.30

pm

Mo-

Su 8

.00

pm

Mo-

Su 8

.30

pm

Mo-

Su 9

.00p

m

Mo-

Su 9

.30

pm

Mo-

Su 1

0.00

pm

Mo-

Su 1

0.30

pm

Mo-

Su 1

1.00

pm

Mo-

Su 1

1.30

pm

0

10

20

30

40

50

60

70

All adults 15+ TV All adults 15+ OOH 15-34 London TV15-34 London OOH

TV viewing is complemented by OOH targeting hard to reach TV audiences

Touchpoints 2012TV = Watching TV (Any)ANY OOH = (At work/school/college/Travelling/Elsewhere outdoors/ cafe/gym/pub/restaurant/shopping mall/supermarket)

FULL DAY = 15-34 London spend 16% more time OOH & 12% less watching TV

POST 6PM = 15-34 London spend 39% more time OOH & 17% less watching TV

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Weekday

Saturday

Sunday

9am Weekday

50%

2.50pm Weekday

90%

11am Sat/Sun

50%

4.50pm Sat90%

4pm Sun90%

Source: Geography of Time

50% consumers who travel have done so by 9am on a weekday and

11am on a weekend

1.30pm Sat/Sun

50%

8.30pm Sat/Sun

90%

7.0

0 am

7.2

9 am

7.5

9 am

8.2

9 am

8.5

9 am

9.2

9 am

9.5

9 am

10.

29 a

m

10.

59 a

m

11.

29 a

m

11.

59 a

m

12.

29 p

m

12.

59 p

m

1.2

9 pm

1.5

9 pm

2.2

9 pm

2.5

9 pm

3.2

9 pm

3.5

9 pm

4.2

9 pm

4.5

9 pm

5.2

9 pm

5.5

9 pm

6.2

9 pm

6.5

9 pm

7.2

9 pm

7.5

9 pm

8.2

9 pm

8.5

9 pm

9.2

9 pm

9.5

9 pm

10.

29 p

m

10.

59 p

m

11.

29 p

m

11.

59 p

m

0

10

20

30

40

50

60

70

80

90

100

Wednesday

Saturday

Sunday

Commercial TV viewing does not achieve 50% reach until 4.30pm

on a weekday4.30pm

Weekday50%

9pm Weekday

90%

Source: Touchpoints 2012

Time of first travel is dictated by purpose

07:3

0

08:1

0

08:5

0

09:3

0

10:1

0

10:5

0

11:3

0

12:1

0

12:5

0

13:3

0

14:1

0

14:5

0

15:3

0

16:1

0

16:5

0

17:3

0

18:1

0

18:5

0

19:3

0

20:1

0

20:5

0

21:3

0

22:1

0

22:5

0

23:3

00%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Paid workLeisureShopping

8.10am 50%

1.20pm 90%

1pm 50%

7pm 90%

12.30pm

50%5.30pm

90%

Source: Geography of Time

WELLBEING?

WHERE?

WHAT?

WHO WITH?

WHEN ...

But we can also think about Time use planning by company and mood

Time to be Social

7.0

0 am

7.2

9 am

7.5

9 am

8.2

9 am

8.5

9 am

9.2

9 am

9.5

9 am

10.

29 a

m

10.

59 a

m

11.

29 a

m

11.

59 a

m

12.

29 p

m

12.

59 p

m

1.2

9 pm

1.5

9 pm

2.2

9 pm

2.5

9 pm

3.2

9 pm

3.5

9 pm

4.2

9 pm

4.5

9 pm

5.2

9 pm

5.5

9 pm

6.2

9 pm

6.5

9 pm

7.2

9 pm

7.5

9 pm

8.2

9 pm

8.5

9 pm

9.2

9 pm

9.5

9 pm

10.

29 p

m

10.

59 p

m

11.

29 p

m

11.

59 p

m

0

10

20

30

40

50

60

70

80

90

100

Wednesday

Saturday

Sunday

10.30am Weekday

50%

6.30pm Weekday

90%

Communication = E-Mailing or Social Networking (Facebook, Twitter Etc) or Instant Messaging or SMS Texting/Picture Messaging or Talking on Mobile Phone/Device/Landline or writing to Somebody or Other Communications Via Internet

12 noon Sun 50%

7.30pm Sun90%

11.30am Sat 50%

6.30pm Sat 90%

Nowadays we are constantly communicating throughout the day

Source: Touchpoints 2012

7.0

0 am

7.2

9 am

7.5

9 am

8.2

9 am

8.5

9 am

9.2

9 am

9.5

9 am

10.

29 a

m

10.

59 a

m

11.

29 a

m

11.

59 a

m

12.

29 p

m

12.

59 p

m

1.2

9 pm

1.5

9 pm

2.2

9 pm

2.5

9 pm

3.2

9 pm

3.5

9 pm

4.2

9 pm

4.5

9 pm

5.2

9 pm

5.5

9 pm

6.2

9 pm

6.5

9 pm

7.2

9 pm

7.5

9 pm

8.2

9 pm

8.5

9 pm

9.2

9 pm

9.5

9 pm

10.

29 p

m

10.

59 p

m

11.

29 p

m

0

2

4

6

8

10

12

14

All Adults Social Networking WeekdaysAll Adults Social Networking Weekend15-24 Social Networking (Mon-Sun)

Time use analysis informs us when Social Networking occurs

Source: Touchpoints 2012

health

car

e

was

hing

, iro

ning

..

.

clea

ning

, tid

ying

...

bus, tr

am

train,

tube

paid

wor

k

car

othe

r ac

tiviti

es

...

othe

r tra

vel

...

pers

onal

shop

ping

etc

...

cook

ing

mee

tings

DIY, g

arde

ning

...

walking

, jog

ging

..

.

scoo

ter,

mot

orbi

ke .

..

care

adu

ts, o

ther

...

care

adu

lts, o

wn

hh...

educ

ation

cycle

eatin

g, d

rinking

..

.

recr

eatio

nal s

tudy

...

usin

g a

com

pute

r ..

.

wat

ch, l

isten

med

ia...

rest

ing

care

/play

own

kids

...

care

oth

er k

ids

...

pet c

are

volu

ntar

y wor

k

...

chur

ch

sleep

ing

spor

ts, e

xerc

ising

...

read

ing

with

friend

s, fa

mily

...

teleph

one

frien

ds

...

out w

ith fr

iend

s

...

hobb

ies

cine

ma,

thea

tre,

c...

2.5

3.0

3.5

4.0

4.5

5.0

5.5

6.0

6.5

7.0

Mean

We are “Social beings”Leisure and Communication the

most enjoyed activities

En

joym

en

t

Source: Geography of Time

Th-S

a 6.

00 a

m to

6.2

9 am

Th-S

a 6.

30 a

m to

7.0

0 am

Th-S

a 7.

00 a

m to

7.2

9 am

Th-S

a 7.

30 a

m to

7.5

9 am

Th-S

a 8.

00 a

m to

8.2

9 am

Th-S

a 8.

30 a

m to

8.5

9 am

Th-S

a 9.

00 a

m to

9.2

9 am

Th-S

a 9.

30 a

m to

9.5

9 am

Th-S

a 10

.00

am to

10.

29 a

m

Th-S

a 10

.30

am to

10.

59 a

m

Th-S

a 11

.00

am to

11.

29 a

m

Th-S

a 11

.30

am to

11.

59 a

m

Th-S

a 12

.00

pm to

12.

29 p

m

Th-S

a 12

.30

pm to

12.

59 p

m

Th-S

a 1.

00 p

m to

1.2

9 pm

Th-S

a 1.

30 p

m to

1.5

9 pm

Th-S

a 2.

00 p

m to

2.2

9 pm

Th-S

a 2.

30 p

m to

2.5

9 pm

Th-S

a 3.

00 p

m to

3.2

9 pm

Th-S

a 3.

30 p

m to

3.5

9 pm

Th-S

a 4.

00 p

m to

4.2

9 pm

Th-S

a 4.

30 p

m to

4.5

9 pm

Th-S

a 5.

00 p

m to

5.2

9 pm

Th-S

a 5.

30 p

m to

5.5

9 pm

Th-S

a 6.

00 p

m to

6.2

9 pm

Th-S

a 6.

30 p

m to

6.5

9 pm

Th-S

a 7.

00 p

m to

7.2

9 pm

Th-S

a 7.

30 p

m to

7.5

9 pm

Th-S

a 8.

00 p

m to

8.2

9 pm

Th-S

a 8.

30 p

m to

8.5

9 pm

Th-S

a 9.

00 p

m to

9.2

9 pm

Th-S

a 9.

30 p

m to

9.5

9 pm

Th-S

a 10

.00

pm to

10.

29 p

m

Th-S

a 10

.30

pm to

10.

59 p

m

Th-S

a 11

.00

pm to

11.

29 p

m

Th-S

a 11

.30

pm to

11.

59 p

m

10

20

30

40

50

60

70

Watching Tv Watching TV and Socialising OOH OOH and Socialising

OOH = Travelling, Elsewhere Indoors, Elsewhere Outdoors

91% Watch TV 22% Watch TV and

Socialising

89% OOH 37% OOH and

Socialising

Thursday to Saturday

%

OOH is the Social Medium

16-34

Source: Touchpoints 2012

Th-S

a 6.

00 a

m to

6.2

9 am

Th-S

a 6.

30 a

m to

7.0

0 am

Th-S

a 7.

00 a

m to

7.2

9 am

Th-S

a 7.

30 a

m to

7.5

9 am

Th-S

a 8.

00 a

m to

8.2

9 am

Th-S

a 8.

30 a

m to

8.5

9 am

Th-S

a 9.

00 a

m to

9.2

9 am

Th-S

a 9.

30 a

m to

9.5

9 am

Th-S

a 10

.00

am to

10.

29 a

m

Th-S

a 10

.30

am to

10.

59 a

m

Th-S

a 11

.00

am to

11.

29 a

m

Th-S

a 11

.30

am to

11.

59 a

m

Th-S

a 12

.00

pm to

12.

29 p

m

Th-S

a 12

.30

pm to

12.

59 p

m

Th-S

a 1.

00 p

m to

1.2

9 pm

Th-S

a 1.

30 p

m to

1.5

9 pm

Th-S

a 2.

00 p

m to

2.2

9 pm

Th-S

a 2.

30 p

m to

2.5

9 pm

Th-S

a 3.

00 p

m to

3.2

9 pm

Th-S

a 3.

30 p

m to

3.5

9 pm

Th-S

a 4.

00 p

m to

4.2

9 pm

Th-S

a 4.

30 p

m to

4.5

9 pm

Th-S

a 5.

00 p

m to

5.2

9 pm

Th-S

a 5.

30 p

m to

5.5

9 pm

Th-S

a 6.

00 p

m to

6.2

9 pm

Th-S

a 6.

30 p

m to

6.5

9 pm

Th-S

a 7.

00 p

m to

7.2

9 pm

Th-S

a 7.

30 p

m to

7.5

9 pm

Th-S

a 8.

00 p

m to

8.2

9 pm

Th-S

a 8.

30 p

m to

8.5

9 pm

Th-S

a 9.

00 p

m to

9.2

9 pm

Th-S

a 9.

30 p

m to

9.5

9 pm

Th-S

a 10

.00

pm to

10.

29 p

m

Th-S

a 10

.30

pm to

10.

59 p

m

Th-S

a 11

.00

pm to

11.

29 p

m

Th-S

a 11

.30

pm to

11.

59 p

m

10

20

30

40OOH

OOH and Socialis-ing

OOH particularly social in the evening

%50%

50%

THURS – SAT = 89% OOH, 37% OOH AND SOCIALISINGTHURS – SAT 9PM = OF ALL OOH, 50% ARE SOCIALISING

16-34

OOH = Travelling, Elsewhere Indoors, Elsewhere Outdoors

Thursday to Saturday

Source: Touchpoints 2012

The Friend Factor Mood increases across the day

when you are with others

6.00 am

6.30 am

7.00 am

7.29 am

7.59 am

8.29 am

8.59 am

9.29 am

9.59 am

10.29 am

10.59 am

11.29 am

11.59 am

12.29 pm

12.59 pm

1.29 pm

1.59 pm

2.29 pm

2.59 pm

3.29 pm

3.59 pm

4.29 pm

4.59 pm

5.29 pm

5.59 pm

6.29 pm

6.59 pm

7.29 pm

7.59 pm

8.29 pm

8.59 pm

9.29 pm

9.59 pm

10.29 pm

10.59 pm

11.29 pm

55

60

65

70

75

80

85

On My Own With Friends

Mo

od

Sc

ore

Source: Touchpoints 2012

TV OOH Travelling Radio60

65

70

75

80

On My Own With Friends With Partner/Spouse With Kids

Mood S

core

The Friend Factor Mood increases for all activities

particularly those OOH

Source: Touchpoints 2012

Technology as a Real World Social Enabler

0-50 51-250 251-500 500+0%

10%

20%

30%

40%

50%

60%

31% 33%43% 49%

% R

ea

ch

of

So

cia

lisin

g O

OH

Socialising OOH = Socialising & (Travelling/Elsewhere outdoors/cafe/gym/pub/restaurant/shopping mall/supermarket)

Source: Touchpoints 2012

Final Thoughts

WELLBEING?

WHERE?

WHAT?

WHO WITH?

WHEN ...

Time Use: Real World Planning