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When you are outside your home, which of the following describes your frame of mind?
45%
44%
43%
38%
37%
27%
9%
6%
ActiveAlert
InterestedRelaxed
CalmMy time
ImpulsiveSleepy
(Base n=1406)
When you are outside your home, which of the following best describes your frame of mind? Select all that apply.
‘Active’ and ‘alert’ Canadians have high OOH recall: 69% past week
High Attention Levels
76% of shoppers “pay attention” to OOH ads
40%
32%
21%
18%
14%
13%
12%
10%
9%
Purchased items I didn't plan to buy
Collected loyalty program points
Checked the promotional displays
Picked up the flyer/circular
Checked for in-store coupons
Used my smartphone for shopping-relatedpurpose
Redeemed print coupons
Looked for special loyalty point offers
Sampled products
Activities During Shopping Trip - % Household Shopping Trips(Base: n= 6,152)
Unplanned items will be bought. Opportunity to influence on the path-to-purchase.
6With respect to your grocery or food & beverage shopping, which of the following did you do in-store on this trip?
Please select all that apply.
10
Shoppers 18-64 Total Facebook YouTube Twitter LinkedIn
Pay Attention to OOH Ads – Any Format
(Always/Sometimes)78%
78% 82% 81% 82%
1.00 1.05 1.05 1.06
How often do you pay attention to advertising in each medium?
Active social media: more likely to pay attention
Are you a member of any of the following online social networks? Which different types of out-of-home advertising do you recall having seen in past 7 days? How often do you pay attention to advertising in the following media? SCALE: Always, Sometimes, Never, I don’t use that channel
Shoppers are Using Adblocking Software to Avoid Online Ads
48% of 18-34 year olds
36%of Shoppers
Use AdblockingSoftware
Source: 2016 BrandSpark Canadian Shopper Study. All Rights Reserved. 18
In Summary
Canadian shoppers seek value & convenience
Unplanned purchases are common
OOH media continues to have strong reach nationally: 96% “notice” OOH ads
Shoppers are receptive: frame of mind outside home is active, alert, interested
Almost 8 in 10 shoppers “pay attention” to OOH ads
Weekly recall rates increase for men, Millennials, Gen X, active social media users, major markets
OOH reach maintained while other channels face challenges: adblocking, fragmented viewership, declining readership