Posterscope discuss using Touchpoints for new OOH Location based insights

By: Henry Harvie, Senior Research Executive, Insight
Posterscope believe that better understanding of ‘location’ is crucial to better OOH planning. We have combined traditional audience planning with a location first approach by utilising a number of data tools. IPA’s Touchpoints was a central tool in developing a ‘location framework’ from which to understand various OOH environments. This framework breaks each OOH environment into four key components as illustrated below. Crucially, Touchpoints links location with time, two variables that are inextricably connected when planning OOH campaigns, particularly as the digital inventory continues to grow.
The Location Framework
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The recent inclusion of the high street in Touchpoints provided us with an exciting opportunity to get a closer idea of consumer’s habits in a multi-purpose OOH location. The High Street is about far more than retail, it is a centre of our urban landscape and the gateway to most social and leisure venues. For advertisers it is an unparalleled opportunity to reach multiple audiences, mind-sets and categories. As Touchpoints tells us across an average week 24 million people will visit a High Street at least once!
What you are doing
The activities and mind-sets’ of consumers on the high street is constantly changing. The mind-set of a busy worker on their lunch break will differ hugely to a mother with her children out browsing the shops at the weekend.
Touchpoints enables us to delve into who and when locations are being visited for these various activities. We were able to see when people first visited high street locations and paint a clear picture of how the high street audience changes throughout the day. For example almost half those visiting a gym had done so by midday as they head for a morning workout, whilst typically pub visits grow steadily from lunch time onwards. Based on this insight we were able to recommend different messaging and product suitability for different times of day that best captures the mood of the high street audience at that moment.
The High Street’s changing daily audience
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When you are there
We were also able to use the data to back up the assumption that Britain is a nation of pub goers! Analysis showed us days when pubs were visited most often, but also the proportion of time that was spent on each day. It demonstrated that almost half (47%) of all time spent in pubs is done so on a Friday and Saturday, making a strong case for unweighting DOOH, not only for the obvious alcohol brands, but also any other advertiser wanting to reach consumers at key social moments.
Daily pub visits vs. proportion of time spent in the pub
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Conversely, when making the case for an ‘always on’ high street presence for alcohol brands, we can show that despite Saturday being the busiest pub day, a 1/5th of all pub goers only visit a pub on one individual day from Monday to Thursday. Taking a more defined 25-35 spirit drinking audience as in the chart below, 70% had already visited a pub from Monday to Friday. Such insight on how an audience builds through the week really demonstrates that impressions earlier in the week are far from wasted.
 Daily build of pub visits
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Who you are with
When profiling who visitors to OOH environments were with, we proved that the high street becomes more sociable at the weekend. On an average weekday, 50% of High street visits were made alone dropping to 30% at the weekend. By combining this insight with our OCS study, we were able to make the case for different messaging on digital out-of-home screens.
An individual’s mind-set and reaction to advertising is likely to change depending on their reason for being in that environment and who they are with. Advertisers can change their messaging to appeal to the functional or social mind-sets. Weekend high street visits are therefore far more sociable occasions, impacting on consumers’ perception of OOH advertising that they are exposed to.
How you are feeling
Our mood is very often determined by who is around us, so we used the data to further the case for varied messaging to target individual and group mind-sets. We found that an individual’s mood increased by 5 percentage points when visiting the high street with friends compared to a solitary trip.
The ‘Friend Factor’
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To maximise the potential of OOH in key locations like the High Street, a thorough understanding of who you are with, what you are doing, when you are there and how you are feeling is necessary for advertisers to reach consumers in a relevant and meaningful way. Tools such as Touchpoints provide a fantastic starting point to understand environments more thoroughly and turn insights into more successful OOH campaigns