Engaging Shoppers on the Path to Purchase
Engaging Shoppers on the Path to Purchase
Opportunity for Out-of-Home Media to Engage & Interact with Shoppers
When you are outside your home, which of the following describes your frame of mind? (Base n=1406)
Active Alert Interested Relaxed Calm My time Impulsive Sleepy
45% 44% 43% 38% 37% 27% 9% 6%
‘Active’ and ‘alert’ Canadians have high OOH recall: 69% past week
When you are outside your home, which of the following best describes your frame of mind? Select all that apply.
High Attention Levels
76% of shoppers “pay attention” to OOH ads
Unplanned items will be bought. Opportunity to influence on the path-to-purchase. Activities During Shopping Trip - % Household Shopping Trips (Base: n= 6,152)
Purchased items I didn't plan to buy
40%
Collected loyalty program points
32%
Checked the promotional displays
21%
Picked up the flyer/circular
18%
Checked for in-store coupons
14%
Used my smartphone for shopping-related purpose
13%
Redeemed print coupons Looked for special loyalty point offers Sampled products
12% 10% 9%
With 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.
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High Weekly Recall
2 in 3 in major markets recall specific OOH (past week)
Active social media: more likely to pay attention How often do you pay attention to advertising in each medium? Shoppers 18-64
Pay Attention to OOH Ads – Any Format (Always/Sometimes)
Total
Facebook
YouTube
Twitter
LinkedIn
78%
82%
81%
82%
1.00
1.05
1.05
1.06
78%
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 10
The Impact of Media Fragmentation
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Shoppers are Using Adblocking Software to Avoid Online Ads
36%
of Shoppers Use Adblocking Software
48% of 18-34 year olds
74%
of Adblock Users Pay Attention to OOH Ads
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
Source: 2016 BrandSpark Canadian Shopper Study. All Rights Reserved.
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Opportunity for Out-of-Home Media to Engage & Interact with Shoppers
When you are outside your home, which of the following describes your frame of mind? (Base n=1406)
Active Alert Interested Relaxed Calm My time Impulsive Sleepy
45% 44% 43% 38% 37% 27% 9% 6%
‘Active’ and ‘alert’ Canadians have high OOH recall: 69% past week
When you are outside your home, which of the following best describes your frame of mind? Select all that apply.
High Attention Levels
76% of shoppers “pay attention” to OOH ads
Unplanned items will be bought. Opportunity to influence on the path-to-purchase. Activities During Shopping Trip - % Household Shopping Trips (Base: n= 6,152)
Purchased items I didn't plan to buy
40%
Collected loyalty program points
32%
Checked the promotional displays
21%
Picked up the flyer/circular
18%
Checked for in-store coupons
14%
Used my smartphone for shopping-related purpose
13%
Redeemed print coupons Looked for special loyalty point offers Sampled products
12% 10% 9%
With 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.
6
High Weekly Recall
2 in 3 in major markets recall specific OOH (past week)
Active social media: more likely to pay attention How often do you pay attention to advertising in each medium? Shoppers 18-64
Pay Attention to OOH Ads – Any Format (Always/Sometimes)
Total
YouTube
78%
82%
81%
82%
1.00
1.05
1.05
1.06
78%
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 10
The Impact of Media Fragmentation
13
Shoppers are Using Adblocking Software to Avoid Online Ads
36%
of Shoppers Use Adblocking Software
48% of 18-34 year olds
74%
of Adblock Users Pay Attention to OOH Ads
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
Source: 2016 BrandSpark Canadian Shopper Study. All Rights Reserved.
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