2009 VOL. 08 / NO.

01

SNAPSHOT

EFFeCTIVeNeSS OF INDOOR ADVeRTISING

INDOOR ADVERtisinG:
A GREAT MEDIA TO REACH AND INFLUENCE YOUNG URBAN ADULTS!
In the past decade, much has been written about the growing difficulty for advertisers to reach young adults, especially those aged 18 to 34 years old and living in large urban areas. In fact, some studies show that these active consumers spend a fair amount of time outside their home each day (9.2 hours on average, which represents 56% of their active time)1 and are paying little attention to advertising in traditional mass media (only 40% for TV ads, 24% for outdoor billboards and magazine ads, 21% for radio and newspaper ads) 2.
Consequently, advertisers and media planners now have to turn towards alternative media to reach this elusive target and indoor advertising is definitely a great option for them. In fact, results from a TNS Canadian Facts survey show that many young urban adults visit eat-in restaurants 3 (81%) and bars/pubs/nightclubs (44%) each month and that most of them (80%) have noticed framed advertising in the washrooms of these venues. Those aware of this type of media say that it generally grabs their attention and that they usually take the time to read the content of these framed ads. Moreover, about 60% of these young urban consumers agree that indoor advertising is an interesting way for them to learn more about a product or service. These results clearly show that indoor advertising in restaurants and bars is an efficient way for advertisers to reach this coveted consumer segment.
Disagree Neither agree nor disagree Agree

(Base : 18-34 years old living in major urban areas, aware of framed ads in restos & bars washrooms) Framed ads in public washrooms generally catch my attention I usually read the content of framed ads in public washrooms Framed ads in public washrooms are an interesting way to learn more about products and services available on the market

Level of agreement with statements

8% 14%

78%

9% 13%

78%

15%

26%

59%

OMAC study A Day in the Life of Urban Canadians II, Ipsos-Descarie, 2008 - active time excludes sleeping (average of 7.6 hours/day). TNS Canadian Facts, panel survey, 2006, 18-34 years old living in large urban areas (n=713) 3 Excluding fast-food establishments
1 2

Not only do indoor ads get noticed and read, but they are also very effective at driving young urban consumers to take action in a very short amount of time (within 3 months). In fact, indoor advertising is an excellent media to drive consumers to visit a website or a store as well as to incite them to purchase or seek more information about a brand 4.

INDOOR ADVERTISING: AN EXCELLENT MEDIA TO INCREASE THE REACH AND IMPACT OF A CAMPAIGN
Indoor advertising is the perfect complement to any traditional media campaign targeting young urban adults. Not only does it extend the reach of a campaign, it also creates synergy when it comes to purchase intents towards the brand. A study conducted by Ipsos-ASI for a major Canadian brewer6 showed that investing only 2% of the TV media buy in indoor advertising lead to a 15% increase in the reach of the total advertising campaign among the primary target group. Moreover, those who were exposed to both TV and indoor advertising were significantly more likely to try the brand in the next 4 weeks (17% vs. 8% for TV only).
(Base: males 18-34 years old in NEWAD establishments)

Actions taken in the past 3 months after seeing an indoor advertisement

(Base: 18-34 years old living in major urban areas) Visited a specific website after seeing a website address promoted Learned about a store or product sale that motivated me to visit a specific store Purchased or sought information about a new product Purchased or sought information about an existing product

41% 33% 24% 24%

Prompted recall

Saw NEWAD ads

38% 68% +15%

One of the reasons indoor advertising is so successful at driving young urban consumers to take action is that this type of media is extremely well perceived by this segment. A recent study conducted in Torontos resto-bars shows that 18-34 years old think that MiniBoards are innovative and cool 5. They also agree that this type of board is likely to catch their attention and motivates them to read/ look at the ad.

Saw TV ads

Saw NEWAD or TV ads

78%
WILL DEFINITELY/PROBABLY TRY THE BRAND 17% 10% 8%

ADVERTISING SEEN: MiniBoards...

Are likely to catch my attention Are innovative Will motivate me to read/look at the ad Are cool

NEWAD and TV NEWAD only

91% 87% 84% 73%

TV only

Another recent study conducted by Ipsos-Descarie for a major confectionary producer7 shows that indoor advertising significantly increased the reach of the overall advertising campaign for the brand. At the time of the interview, 62% of those exposed to the indoor poster hadnt seen any other types of advertising for this specific brand; in fact, only 20% of them had seen the TV ad campaign.

Additional reach with MiniBoards campaign

Saw any other types of advertising about this brand before the interview
(Base: those who saw the MiniBoards)

(Base: Those who saw the MiniBoards)

80%

96%

97%

100%

100%

62%

38%

20%
Synergy with TV

4%
Synergy with Billboards

3%
Synergy with Magazine

0%
Synergy with Newspaper

0%
Synergy with Radio

Yes

No

Saw both MiniBoards and other media Saw MiniBoards only

OMAC study A Day in the Life of Urban Canadians, TNS Canadian Facts, 2006 Evaluation of Indoor advertising in resto-bars, IPSOS Descarie, July-August 2008 (18-34 years old living in the Toronto CMA) 6 In-Bar Beer Advertising Evaluation report, Ipsos-ASI, October 2004 7 Media Evaluation Study in NEWADs Restos & Bars network, Ipsos-Descarie, November 2008
4 5

The Day in the life of urban Canadians II study published by OMAC8 in 2008 also demonstrates that indoor advertising is one of the best media to extend the reach of a TV campaign since it gets hold of a notable proportion of young urban adults who avoid TV advertising. Proportion who always/often watch advertising in the following media

TV AVERTISING AVOIDERS

51% 37% 28% 29% 40%

9%
Photos Internet Magazine Newspaper Radio Indoor Outdoor

ADD SOME SOUND & MOTION!

In addition to its regular indoor advertising, NEWAD offers different types of electronic boards, ranging from Electroluminescent Boards (electroluminescent paper emits lighting that can be programmed to illuminate certain parts of the ad) to eBoards (LCD high res screens with wireless connection playing video/ animation and sound). These eBoards are particularly appreciated and well perceived by young urban adults. According to a recent study conducted for the Rexall Edmonton Indy9, 96% of male resto-bar patrons interviewed said they liked this type of boards.

Level of agreement with image statements about eBoards

Somewhat agree Is innovative Is likely to catch your attention Is cool Will incite you to read/look the ad Is something that you will talk about to your friends Is annoying 20% 19% 29% 24% 34% 19% 8% Totally Agree 78% 78% 59% 62% 35% n=119 Agree 98% 97% 88% 86% 69% 27%

Moreover, the Edmonton Rexall Indy study shows that eBoards can have a great impact on consumers behaviour.

Will definitely / probably attend or watch the event

(Base: those aware of the brand)

61% 52%

Exposed to eBoards

Control group

8 9

Ad campaign evaluation for Rexall Edmonton Indy, Ad Hoc Research, August 2008 Profile of NEWADs Restos & Bars network members, February 2005, 11 885 face-to-face interviews.

NOT ALL YOUNG URBAN ADULTS ARE THE SAME

According to a study conducted by Ipsos-Reid10, young urban adults who visit establishments belonging to NEWADs Restos & Bars network have a very interesting profile for advertisers. Not only are they mainly aged between 18-34 years old (73%) but, compared to the total urban Canadian population 18-49, a greater proportion of them are single (62% vs. 37%), have a university degree (46% vs. 34%) and hold a high power job (75% vs. 56%). They also have a significantly higher personal income than the average urban Canadian 18-49 ($47,796 vs. $42,199)11. In fact, the combined purchasing power of these Young & AffluentTM consumers reaches an impressive $164 Billion a year. These Young & Affluent adults lead a very active social life and care about their physical appearance. This explains why a significant proportion of them can also be found in health & fitness centres.

Proportion who visited a fitness centre in past month

Young & Affluent Urban Canadians 18-49

53% 15%

NEWAD: OFFERS THE BEST ROI WHEN IT COMES TO REACHING YOUNG & AFFLUENT ADULTS
In order to compare its ROI to other media, NEWAD has mandated an independent media firm12 to create an optimal plan for each media (best TV programs, best radio stations, best magazine titles, etc. by market) to reach 18-34 year olds with a household income of at least $45,000 a year and living in the five major Canadian markets13. The analysis of the concentration of these Young & Affluent consumers within the total adult audience (i.e. proportion of 18-34 / $45K+ within the total audience 18+ generated by these optimal media plans) revealed that NEWADs Indoor Advertising network is definitively the media providing the best ROI when it comes to reaching this lucrative segment since there is less waste for each dollar invested. In fact, for each dollar invested with NEWAD, 66 cents is reaching this specific target in comparison to only 39 cents for selected radio shows, 24 cents for chosen television programs or 23 cents for newspaper.

Concentration of 18-34 years old / HHI $45K +

(Base: adults reached via optimal media plan) NEWAD Radio Magazine Internet Outdoor Television Newspaper

66% 39% 36% 27% 26% 24% 23%

Furthermore, NEWAD offers a better rate on advertisement seen than traditional media such as TV and newspaper for 2 main reasons: 1. Significantly less expensive than a TV or newspaper ad campaign to get the same level of impressions with the Young & Affluent (potential impact of advertising). 2. Higher proportion of target group paying attention to indoor advertising than to ads in these media (real impact of advertising)14.

(Base: proportion who usually pay attention to ads while consuming a specific media (top 4 boxes on a 10 pt-scale)) NEWAD

Actual impressions within target group

Cost of Optimal Plan $583,456

% of target actually reached with ad 79%

2,750,714

10,347,9226

TELEVISION

7,073,266

6,025,374

$1,255,739

46%

NEWSPAPER

10,347,926
Others Usually pay attention to ad

2,750,714

$1,742,158

21%

Profile of NEWADs Restos & Bars network members, February 2005, 11 885 face-to-face interviews. 11 PMB 2009 12 Touch! Phd, Fall 2006
10

13 14

Toronto, Montreal, Vancouver, Edmonton and Calgary 2006 TNS Canadian Facts survey

case studies
MADD (Mother against Drunk Driving) Holiday CampaiGn
DDB created an innovative and shocking campaign in order to efficiently reach young adults in Edmonton and urge them not to drink and drive during the holiday season. Strategy: Body bag material with a zipper was inserted in MiniBoards. When unzipped, a transparent plastic face inserted over a poster appeared revealing the message The last thing you want a loved one to open this holiday. Designate a driver. Results: 176,000 impressions generated. People could zip and unzip the bag which generated strong reactions. NEWADs employees found the boards to be well explored at each venue during weekly check points.

THE GAZETTE / WORDS MATTER

Montreal newspaper The Gazette wanted to promote its campaign Words Matter in a fun and original way. Strategy: NEWADs MiniBoards were transformed into magnetized panels. Word magnets were placed in disorder, allowing people to build sentences by moving them around. This campaing, created by Bleublancrouge, took place in high-end restaurants within NEWADs Resto & Bars network. Results: The campaign won the Grand Prize for the best creative in Indoor Advertising and Concept of the Year at the Prix Cra (2007), organized by Infopresse.

MENTOS NEW GUM

This campaign, running in Montreal, Toronto and Vancouver and created by Cossette Montreal, was promoting the new Mentos chewing gum. Strategy: Customized dispensers were inserted in MiniBoards in NEWADs Restos & Bars and Health & Fitness networks. These dispensers were placed on washroom walls for consumers to try a sample of the new Mentos chewing gum. Results: 450,000 samples were distributed

case studies (continued)

KOKANEE KILL THE RANGER
With its campaign Kill the Ranger, Kokanee wanted to allow consumers to participate in deciding the fate of one of Kokanees central characters, The Ranger. The campaign was targeting men, aged 19 to 34 years old in Calgary, Edmonton and Vancouver. Strategy: Mirroring the online component of the current campaign (www.rangerliveordie.ca), consumers were allowed to vote whether they believed the Ranger should live or die. NEWAD installed counters in MiniBoards inside Restos & Bars in Vancouver, Calgary, and Edmonton, and consumers had to select either the Live or Die urinal, thus making their vote count. Motion sensors in each board had running counters to identify each person that stood in front of the frames. Results: Great response from the public and the counters proved to be a great tracking record of participants and effectiveness of the medium.

Labatt, Budweiser Bud Camp

Brad found an unusual way to promote the Bud Camp, a contest targeting men aged 19 years old and older in Quebec. Strategy: Media extensions were used to bring to life one of the activities proposed at Bud Camp: the launch of a canon lady. Using wall decals, the agency created the illusion that a woman was being shot from a cannon and was crossing three NEWAD frames. In addition, several creative listing the Bud Camp activities were posted in NEWADs Restos & Bars network. The portion of the campaign executed in NEWADs network also included a vertical banner of 51 by 91 and digital video in NEWADs eBoards. Results: Thousands of impressions generated.

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