Outnumbered | APN Outdoor

THE CENTRE FOR ATTENTION

AUDIENCE F O R M AT S T R E N G T H S B E H AV I O U R AT T I T U D E S 2 0 16

Dear readers, As Australia’s most progressive Outdoor media provider, APN Outdoor continues to invest in the proliferation of market leading research.

Outnumbered’ is APN Outdoor’s research snapshot, granting insight into our leading Outdoor formats. We hope you find this book both useful and engaging and if you would like to access more information or the full studies sourced in ‘Outnumbered’, please contact us at APN Outdoor.

The Insights Team, APN Outdoor.

of Australians spend more time outside now than they did a year ago.

3

4

Outdoor

Outdoor reaches

12.2 million

Australians daily.

1

9.4 million Australians drive or ride on major roads every day.

2

9 out of 10

Australians leave home everyday.

50 6

2

of people are typically outside their homes between 8am and 5pm on a weekday.

2

Spend 17.3 hours outside

2

Make 22 journeys

2

Spend 10 hours driving

2

Outdoor

Every week Australians‌

Australians are likely to see an average of 26 Outdoor advertising faces each day.

1

8

2

Outdoor

Outdoor is the least avoided ad format with only 14% actively avoiding ads.

Testimonial

Over the last few years APN Outdoor have provided great value and contribution in working together with Posterscope on bespoke research pieces to assist in more deeply understanding the performance of Out-of-Home.

The case studies created, plus the more general market based research efforts of APN Outdoor, have assisted better planning and execution.

Cassandra Thomas-Smith, Strategy & Insights Director, Posterscope.

10

Outdoor Elite Screens | Billboards | Transit | Swanston Street | Melbourne

Sources 1. The Outdoor Media Association of Australia 2. The Attention Economy Study Millward Brown & APN Outdoor, 2014. Australia 3. My Real World Study, The Lab & APN Outdoor, 2015. Australia.

12

Attention Engagemnet Recall Audience Frequency

Elite Screens

Elite Screens are APN Outdoor’s Digital Billboards that light up high traffic corridors, night time economy hot spots and key arterials around the country.

This Elite Screen

REACHES 100% OF Sydney Domestic Airport traffic.

1144

Elite Screens | All Traffic Entry Landmark | Sydney Airport, Domestic | Sydney

1

52

%

say that when looking at Digital Billboards, they often find themselves waiting to see what will come up on screen next.1

Attention

The smartest of all Outdoor formats, these screens know how to make an impact taking advantage of the reactivity, immediacy and flexibility that digital has to offer.

Elite Screens

claim Digital Billboards are better at attracting attention.

Overall engagement rate with Digital Billboards.

2

3.1

Average views per engagement.2

1.1 seconds

Average view length.2

Engagement

“Eye Tracking research indicated that Digital Billboards consistently outperform most other formats both in engagement and recall.�

Greg Barnett, Access HQ.

16

Elite Screens

52

52% of participants recalled at least one advertisement [unprompted].

2

Recall

93% of participants recalled at least one advertisement [prompted].

2

“In the multiple Eye Tracking studies we have ever undertaken, this high level of recall is unprecedented.�

Greg Barnett, Access HQ.

HH Income

$200k+ [ ix 134]3

Personal income

$140k+ [ ix 127]3

Intend

to travel domestically in the next six months [ ix 130]3

Audience 18

High weekly

entertainment expenditure [ ix 125]3

Digital Billboards attract the attention of a lucrative audience.

4

Frequency

25 % see them everyday.4

Elite Screens

Of the Digital Billboard audience see them at least once a week.

Testimonial

APN Outdoor’s dedication to providing media agencies first-class research and insights has been paramount in the continued success of the Outdoor industry. APN Outdoor were a founding member of MOVE – the Australian Outdoor audience measurement system – and have been instrumental in its continued development over the last five years.

As the CEO of the Outdoor Media Association, I applaud them for taking the step in producing this publication for the benefit of the entire Outdoor industry.

Charmaine Moldrich, Chief Executive Officer, The Outdoor Media Association.

20

Elite Screens Elite Screens | Young & Jackson | Melbourne

Sources 1. The Attention Economy Study Millward Brown & APN Outdoor, 2014. Australia 2. Greg Barnett, General Manager, Customer Experience Consulting, Access Eye Testing. Eye Tracking study conducted to assess engagement with Digital Billboards in 2014 3. Nielsen Clear Decisions, S10 2015. 5 Metro markets. Over-indexing variables for those who recall seeing Digital Billboards in the past 7 days 4. Nielsen Clear Decisions, S10 2015. 5 Metro markets. Digital Billboard audience is those who have seen Digital Billboards in the past 7 days.

22

Where there are people, there are Billboards.

Reach Brand elevation Attention Audience Frequency

Billboards

Billboards of all shapes and sizes can be found quite literally everywhere; on freeways, key arterials and motorways, and around Australia’s CBDs.

Billboards | Broadway | Sydney

24

Billboards

of Australians in metro areas will see at least one APN Outdoor Billboard a month.

4

Reach

54

%

of people think brands seen on Billboards are well known and important.

1

Brand elevation 26

Billboards make brands seem BIGGER.

1

Attention

Billboards

of people say that ads on Billboards get their attention.

APN Outdoor’s Billboards reach:

93 %

of the MGB audience.4

92

%

of the OG1 audience.4

93 %

of the P25-54 audience.4

of the Student audience.4

95 % 28

Audience

28

%

of car commuters see Billboards at least once a day.2

Frequency

Billboards

68

of car commuters see Billboards at least once a week.2

of Professionals say they travel the same route frequently, and see the same ads more than once.

3

Frequency 30

Billboards

APN Outdoor’s portfolio of Billboards lead the way across the country, dominating metro areas in all major cities and presiding over iconic locations Australia wide.

Broadway & George St Junction Sydney NSW

5 contacts MILLION over 28 DAYS 4

Audience heavily skewed towards 32

OG1s

4

Billboards

Corner Swanston & Flinders Streets Melbourne VIC

Audience heavily

SKEWED TOWARDS OG1 and P18-394

6.3 MILLION contacts over 28 DAYS 4

High pedestrian

AUDIENCE

4

Story Bridge Fortitude Valley QLD

Audience heavily skewed towards

OG1s

4

34

4 contacts MILLION over 28 DAYS 4

Billboards

Testimonial

As the Outdoor industry continues to thrive, APN Outdoor have demonstrated ongoing commitment to proving the power of the medium. Through the Media i survey platform we have seen a growing year on year trend of recognition and anticipation of leading research and insights from APN Outdoor.

Chris Winterburn, Managing Director, Media i.

Testimonial

As an Out-of-Home specialist agency, APN Outdoor’s efforts are important to Posterscope in further uncovering and quantifying areas like contribution, amplification and brand advocacy.

Cassandra Thomas-Smith, Strategy & Insights Director, Posterscope.

36

Billboards Billboards | Lux Collection | Flinders St | Sydney

Billboards | William Street, Citybound | Sydney

Billboards | Supersite | College Road | Queensland

Billboards | P50 | Nicholson Street | Melbourne

Sources 1. The Attention Economy Study Millward Brown & APN Outdoor, 2014. Australia 2. Nielsen Clear Decisions, S10 2015. Sydney, Melbourne, Brisbane, Adelaide, Perth 3. My Real World Study, The Lab & APN Outdoor, 2015. Australia 4. MOVE 2015 Data Release, National 28 Day campaign. Contacts and Frequency: P14+.

38

Recall Broad reaching Attention Frequency Welcome distraction Response Action

Transit

The most versatile and hardest working of all Outdoor formats, Transit is the key to giving brands unrivalled momentum.

With multiple formats, APN Outdoor’s Transit inventory covers 95% of the country’s metro areas, so if you’re out and about you are bound to see these moving Billboards cross your path.

40

Transit

54

%

recall seeing Transit Ads (in the past 7 days).

2

Recall #1 most seen Outdoor format.

2

42 %

see ads on buses or trams near their home.1

37 %

notice ads on buses or trams in or near the CBD.1

agree ‘Transit ads go where I go’.1

Broad reaching 42

33 %

Buses and trams go where people go.

Transit

59% 48% say they’re more alert to their surroundings when driving.

2

say that Transit ads attract their attention.

2

Attention

Movement gets attention...

Transit media is hard to miss.

of people see ads on buses or trams everyday.

3

44

Transit

40

%

see ads on buses or trams multiple times a day.

3

Frequency Seen every day, multiple times a week.

‘they provide a level of entertainment on my commute’.

1

34

%

‘I look at ads on buses or trams to pass the time’.

Welcome distraction 46

34

% 1

3

Response

Transit evokes a positive reaction, not avoidance.

Transit

‘I like advertising on buses/trams because it isn’t intrusive’.

63

%

of MGBs with kids looked out for the advertised product the next time they were shopping.

1

48

1

Action

Prompts action. After seeing a Transit ad‌

Transit

50

%

have visited the website of an advertised product or service.

From the iconic wrapped vehicles that dominate the streets, to the popular Portrait Sides that offer supreme reach and frequency, our breadth of Transit formats uniquely target consumers when they are out and about.

50

Transit

MaxiVehicle

73% AGREE

ads that cover the whole bus or tram are hard to miss.

3

Transit Sides

65 52

% ‘I often see ads on the side of buses’.

3

Transit

Transit Backs

56%

often notice ads on the back of buses.

3

Interiors

53

of bus commuters have visited a website of a product that was advertised inside a bus.

2

27 54

%

of people in Melbourne commute by tram.

2

Transit

48

%

of commuters recall seeing advertising inside buses or trams in the past 7 days.

2

32

%

of Australians catch the bus.

15

%

2

in Adelaide catch the tram.

2

Testimonial

This genuine focus that APN Outdoor has for better understanding people, and the role of media in their lives ensures that they are a true thought leader in The Attention Economy.

Matt Sandwell, Strategy Director, The Lab Strategy and Planning.

56

Transit Transit | Megaside Double D | Sydney

Transit | Maxitram wrap | Melbourne

Transit | Maxitram wrap | Melbourne

Transit | Portrait Side | Sydney

Sources 1. My Real World Study, The Lab & APN Outdoor, 2015. Australia 2. The Attention Economy Study. Millward Brown & APN Outdoor, 2014. Australia 3. The Outsiders Transit Survey March 2016 4. MOVE 2015 Data Release, National 28 day campaign, P14+. Standard APN Outdoor medium weight campaign 5. Nielsen Clear Decisions, S10 2015. Melbourne 6. Nielsen Clear Decisions, S10 2015. Adelaide. Recall seeing ads on trams P7D 7. MOVE 2015 Data Release, 28 day campaign, P14+.

5588

Reach Frequency Audience Mindset Welcome distraction Impact

Rail

APN Outdoor’s Rail products, Cross Track and the world’s first full motion and audio enabled cross platform network XtrackTV, provide the ultimate creative canvas and simultaneously engage and entertain.

60

Rail

of Australians catch the train in a typical week.

1

Reach

Train commuters catch the train on average

5.8 times per week.

3

Frequency 62

Rail media taps into habitual behaviour, building frequency for advertisers.

2

On the platform commuters feel:

Alert

3

21 Mindset

Bored

3

19

Rail media provides a welcome distraction during down time, engaging and entertaining commuters in the empty moments before boarding the train.

Rail

100% of the Rail audience are pedestrians.

They over-index on these attributes

55

54 29

%

%

are males.1

P25-45.1

51

%

CBD workers.1

Work in banking or finance. (ix 164)1

%

are professionals.1

Household Income

$200k+ [ ix 128]1

Weekly entertainment expenditure is

% 16 above average.

1

64

40%

65%

have more than three credit cards.1

more likely to apply for a home loan in the next 12 months.1

will travel overseas in the next 12 months.1

28

%

34

%

eat take away at least once a week.1

‘I prefer to go out than stay in’.1

‘I would describe myself as affluent’.1

Audience

33

%

Australian rail commuters are the ultimate consumers.

Rail

10

%

70

%

of commuters say they pay attention to ads on the platform.

3

of train commuters say they like seeing ads across the platform at train stations.

3

Welcome distraction 66

3

Impact Rail Media drives commuters online.

Rail

60

%

of commuters have visited the website or searched online for an advertised product/service.

68

3

Average dwell time on Cross Track platforms 12 mins per commute.

3

Cross Track The APN Outdoor Cross

Track platform posters have the potential to achieve 202.5 million gross contacts in a month.

Rail

Commuters spend on average 3.1 hours a week waiting on a platform.

70

Rail

Average dwell time on XtrackTV platforms 6.5 minutes.

4

XTrackTV The APN Outdoor XTrackTV

network has the potential to achieve 8.9 million gross contacts over 7 days.

2

Proof

XtrackTV aided excitement and audience growth for The Seven Network’s X-Factor launch.

21

%

audience uplift on launch.5 72

HealthyME TV, lifestyle brand, successfully used the format to increase online traffic.

26

%

spike in organic search and direct web traffic.5

Rail

Proof

Testimonial

It has been great partnering with APN Outdoor to deliver the research and insights featured throughout Outnumbered. There was a clear emphasis from the outset that APN Outdoor wanted the insights generated to genuinely add to advertisers and agencies understanding of consumer behaviour and how this related to outdoor advertising formats along with other media.

Mark Henning, Head of Media and Digital, AMAP Region, Millward Brown.

74

Rail Rail | Cross Track | Melbourne

Sources 1. Nielsen Clear Decisions, S10 2015. Sydney, Melbourne, Brisbane, Adelaide, Perth. Rail commuters catch the train on a typical weekday or weekend, or catch the train to work/study. Over-indexing attributes compared to the average person (Sydney, Melbourne, Brisbane, Adelaide, Perth) 2. MOVE 2015 Data Release. XTrack TV 7 day campaign. 83 Screens across Sydney, Melbourne, Brisbane, Adelaide. Cross Track 28 day campaign. 700+ panels across Sydney, Melbourne, Perth 3. The Attention Economy Study Millward Brown & APN Outdoor, 2014. Commute by train at least once a week 4. Dwell Time Study. Vietch Lister Consulting, 2016. Off peak dwell time, Victoria 5. Seven Network’s X-Factor and HealthyME TV XTrackTV Case Studies, 2015.

76

Passengers Audience Action Interaction Dwell time

Airport

Advertising across APN Outdoor’s airports impacted 55 million+ passenger journeys in 2015.

78

Airport | Landscape Digital | Check in | Domestic terminal 2 | Sydney

Last year was a record year for Australia’s busiest airport. 39.7 million flyers travelled through Sydney Airport.

Airport

Sydney Airport

Sydney International terminal Sydney International passengers grew by

4.3

%

in 2015, with

13.7 million travellers passing through T1.

1

80

Airport

Sydney Domestic terminal

Australia’s busiest terminal, Sydney Domestic Terminal 2, sees millions of passengers every year travelling on Virgin Australia, Jetstar, Tiger Airways and Rex. 1

Sydney Domestic terminal 2.4 million people in Sydney will travel domestically in the next 12 months.

2

of passengers will travel through Terminal 2.

2

82

2

25.9

million

42

Airport

are unlikely to travel through T3 in the next 12 months.

%

passengers passed through Sydney’s domestic terminals in 2015.

1

Perth Airports In 2015, APN Outdoor’s Perth airport offering reached

8.6

million passengers.

1

84

4.2

million passengers passed through Perth’s International T1 Terminal in 2015.

1

Airport

Perth International terminal

40

Perth International terminal

86

of people in Perth will travel overseas in the next 12 months.

2

Perth’s Domestic Terminals 2 and 3 host millions of passengers every year travelling on Virgin Australia, Jetstar, Tiger Airways and Alliance.

Airport

Perth Domestic terminals

Perth Domestic terminals

4.4

million domestic passengers passed through Perth T2 and T3 in 2015.

1

88

C-Suite workers. [ix 123]2

Upper white collar. [ix 120]2

Business purchase

decision makers. [ix 120]2

Audience

Household Income

$200k+. [ ix 125]2

APN Outdoor’s Airports are filled with a premium audience.

Airport

Australian flyers over-index on these variables:

Sydney International terminal Sydney’s International flyers go for premium products:

50 70 I go for the finer things in life.

2

90

I spend more for high quality.

2

Sydney’s T2 Domestic flyers are social, tech savvy and always out and about.

38%

technology early adopters.2

33%

love to go out at night.2

25%

above average weekly entertainment expenditure.2

Airport

Sydney Domestic terminal

Perth International terminal Perth’s overseas travellers love to shop.

69%

visit a shopping centre at least once a week.2 92

$100

a week spent on shopping.2

65%

‘I spend more for high quality’.2

Airport

Perth Domestic terminals Perth’s domestic flyers are making some big decisions.

35%

are business decisions makers.2

1 in 4

will buy a new car in the next year.2

1 in 5

will buy a new house.2

Canberra Airport Those passing through Canberra Airport are likely to be high income, and government workers.

Canberra-based travellers‌

54

%

Managers and Professionals.2 94

Household Income of

$200K+ (ix270)2

1 in 5

work in Government Administration or Defence.2

Australian average in-airport dwell time is high.

International departures: 139 mins

3

Domestic departures: 72 mins

3

Airport

Dwell time

Receptive audience Airport media reaches an alert and receptive audience.

66

%

47

%

‘Often I’m thinking about my next trip when I’m travelling 3 through the airport’.

‘Travel advertising gives me ideas of things to see and do 3 in the area I am visiting’.

96

‘I’m often looking for things to do when I 3 arrive in a new city’.

64

%

Airport

64

%

‘I like to see ads about travel ideas in and 3 around the airport’.

of airport passengers have taken action after seeing an ad in the airport.

3

Action 98

Airport

researched the product or service online.

3

considered the product/service next time they were looking to make a purchase.

3

Interaction

like the idea of interacting if there's something in it for them (discounts/ vouchers, loyalty points etc).3

45 have interacted with an ad at the airport.

3

100

%

58

%

say they pay attention to ads in the airport environment.

3

Airport

Engaging

International Airport precinct Dwell time Departures 3

Drop-off area

5 mins Food court

Check-in area

19 mins

29 mins 102

Customs/security

9 mins Departure gates/gate lounges

31 mins

Shopping/duty-free precinct

24 mins

Aerobridges

5 mins

3

Baggage claim

17 mins Arrivals corridor/ walkways

6 mins

Customs/declaration point

9 mins

Arrivals hall

15 mins

Immigration

10 mins

Shopping/duty-free precinct

20 mins

Car pick-up area

14 mins

Car park

16 mins

Taxi rank

16 mins

Airport

International Airport precinct Dwell time Arrivals

Domestic Airport precinct Dwell time Departures 3

Drop-off area

4 mins

Check-in area

12 mins

Food court

23 mins 104

Customs/security

5 mins

Departure gates/gate lounges

25 mins

Shopping/duty-free precinct

11 mins

Aerobridges

3 mins

Airport

Domestic Airport precinct Dwell time Arrivals 3

Arrivals corridor/walkways

Baggage claim

5 mins

Car pick-up area

12 mins

14 mins

Car park

13 mins

Taxi rank

12 mins

Sydney International Airport

The Chinese traveller is the number 1 international passenger to Sydney Airport.

1

106

Airport

Chinese visitor numbers increased by almost 20% in 2015.

1

Sydney Domestic terminal

The Sydney to Melbourne flight is one of the top 10 most travelled routes in the world.

4

108

Airport

Perth Airport

International arrivals into Perth are most likely to be from Singapore or Indonesia.

1

Canberra Airport With the Snowy Mountains on Canberra’s doorstep, Canberra Airport is a popular thoroughfare for ski trips throughout winter.

1

110

Airport

International flights now leave from Canberra Airport.

1

Testimonial

Over the last three years The Lab Strategy have proudly worked with APN Outdoor to obtain a deep and detailed understanding of people’s lives, their daily commutes and where the various media channels fit into their world – using a range of leading edge methodologies to ‘go deeper’ than simple observation, Q&A or number crunching.

Matt Sandwell, Strategy Director, The Lab Strategy and Planning.

112

Airport Airport | Lightbox | Domestic| Perth

Airport | Concourse Screen | Domestic Terminal 2 | Sydney

Airport | Lightbox | International Terminal 1 | Sydney

Airport | Portrait Digital | Domestic | Perth

Sources 1. Airport Passenger Data. Sydney Airport. Sydney Airport Terminal 2 is the domestic terminal for Virgin Australia, Jetstar, Tiger Airways, Rex. Perth Airport Passenger Data. APN Outdoor Perth Airport offering covers Terminal 1 International & Virgin Domestic, Terminal 2 Domestic (Alliance, Tiger, Virgin) and Terminal 3 Domestic (Jetstar). Canberra Airport Passenger Data 2. Nielsen CMV S10, 2015. Sydney – will travel through T2: Intend to travel domestically in the next 12 months and very likely/likely to travel on Virgin Australia, Jetstar, Tiger Airways, and Regional Express. Sydney – Unlikely to travel through T3: Intend to travel domestically in the next 12 months, and not very likely or not at all likely to travel on Qantas or QantasLink. Perth – Intend to travel domestically in the next 6 months. Over-indexing demos, compared to the average person in Perth. Perth – Intend to travel overseas in the next 12 months. Over-indexing demos, compared to the average person in Perth. ACT Market. Intend to travel domestically in next 6 months or overseas next 12 months. Highest indexing variables 3. The Airport Economy Study Millward Brown & APN Outdoor, 2015. Australia 4. Flight Stats.com.

114 3

OFFICIAL OUTDOOR MEDIA PARTNER OF THE AUSTRALIAN OLYMPIC TEAM