Warc, 28 February 2013
LONDON: The average British consumer is exposed to over 40
out-of-home ads each day, indicating the need to deliver creative that can cut
through the clutter, research into travelling habits has revealed.
Route, which measures out-of-home advertising in the UK,
used GPS devices to follow the movements of 28,000 volunteers, tracking 3.5m
journeys and measuring traffic near 450,000 outdoor advertising sites, from
shopping centres to Tube carriages.
The average person makes contact with 27 roadside posters
and 14 bus ads every day, according to the study. And on a typical London
commute, travellers will encounter 74 ads.
Other findings included the fact that Londoners get around
25% slower than Glaswegians, people in the north east walk further than anyone
else and people in the east of England travel at the greatest speeds.
The average distance travelled is 241km a week, with men
typically journeying 46% further than women, covering 288km compared to women's
197km.
"We now know who is travelling where, how, when and at
what speed," said James Whitmore, Route's managing director.
In the future, he added, advertisers will be able to target
UK outdoor sites with greater insight, using standard factors such as age and
gender, as well as lifestyle and leisure habits or education and wealth.
"The medium is changing rapidly and we must think from
the point of view of the audience, not from the position of a poster,"
said Whitmore.
The four-year study sought to understand how people see the
world, considering, for example, the relative visibility of buses to people in
cars and those on walking on the pavement or how people see things from inside
a train or tube or on board a bus.
Whitmore explained how a complex traffic intensity model had
been created to map and populate every pathway in the country, taking data from
such diverse sources as ticket barrier volumes from Transport for London and
road traffic numbers from the Department for Transport.
Algorithms then calculate the probability of each respondent
being exposed to any advertising site (or combination thereof) for any period
of up to one year.
Data sourced from Financial Times/MediaTel; additional
content by Warc staff
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