Usage and Engagement with Outdoor

Who is the audience for out-of-home?

Although the audience varies depending on the format and location of the out-of-home advertising, those that see outdoor advertising each day are more likely than the general population to be:

Demographics:

    • Male
    • With one in five aged 20-29, and similar numbers 30-39
    • 62% live in metropolitan areas
    • 35% located in Auckland

Lifestyle:

    • White collar workers or students
    • Middle income
    • Well educated
    • Socio levels 1-3
    • On the go
    • Involved in many social interests

The Outdoor Observer is often likely to be on the go socially for both work and play. They state that they go to the gym regularly, play a lot of sport and have a busy social life. They are often out buying takeaways, or shopping for clothes and personal items with Saturday and Thursday being their biggest shop days (including grocery shopping). Spending most spare time with friends they enjoy dining out/ going to hotels, bars / clubs, visiting art galleries, theatre and concerts.

Other top attitudes and beliefs are a reflection of their lifestyle choices such as their desire to be successful, their love of sports and fitness, openness to new ideas and a positive attitude to their country, family and the environment, coupled with the fact they are increasingly time poor.

Transit Habits:

Often in transit; 70% drive or share cars as their main mode of transport, followed by a 21% of them taking the bus or train

More than half take more than 20 minutes to get to and from work, offering an attentive audience for an extended period of time.

Media Consumption:

Outdoor Observers spend over 6 hours per week on average on the Internet (excluding time spent on email).  This compares with just over 5 hours of all New Zealanders aged 10+.

    • 43% are heavy magazine readers, reading 6 plus publications, this compares with 41% of all New Zealanders aged 10+.
    • 41% of Outdoor Observers are light TV viewers (up to 15 hours a week) while a further 20% are moderate TV viewers (15-21 hours per week).
    • Outdoor Observers are moderate to heavy radio listeners. 31% listen to more than 7 hours per week and 26%  to between 7 and 20 hours.
    • 55% of Outdoor Observers are light daily newspaper readers (0-2 daily newspapers read per week). Another 14% are moderate readers (3-5 daily newspapers per week).
    • 13% of Outdoor Observers have been to the cinema 5+ times in the last six months, this compares with 12% of the general population. A further 31% have been 2-4 times in the last six months.

Source: Nielsen Media, 2010.

Where to reach out?

Placement of outdoor advertising can have a significant impact when channelling your desired audience.

Example:

AIRPORTS – those who see advertising in airports are more likely to be business managers, executives or self-employed; at 40+ they are slightly older and their personal incomes are likely to be higher.

BUSES – In comparison, people engaged with outdoor advertising on buses, bus shelters or shopping centres are likely to be younger (aged 20+) with slight lower personal incomes.

Who’s Using Outdoor Advertising?

The top ten outdoor advertisers:

    1. McDonald’s
    2. ANZ
    3. Coca-Cola Oceania
    4. Progressive Enterprises Ltd
    5. Universal Pictures
    6. Lion Nathan Breweries
    7. Roadshow Films
    8. Vodafone New Zealand
    9. Cadbury Confectionery
    10. 10.Frucor Beverages

Source: Nielsen Media, MAT to 30 Nov 2012.

The top ten categories that use out-of-home advertising are:

    1. Fast food chains, restaurants, cafes
    2. Cinema
    3. Cellphones, mobile phones
    4. Passenger vehicles
    5. Central government
    6. Education
    7. Banks
    8. Beer, stout & cider
    9. Radio & television
    10. 10.Airlines

Source: Nielsen Media, MAT to 30 Sept 2012.

Usage and Engagement with Outdoor