Megin Gauntlett, Senior Insight Executive at Posterscope delves into our planning tool OCS, giving insight on how we understand our global audience and plan resonating campaigns.
OCS – The largest global OOH survey in the world
OCS (Out-of-Home Consumer Survey) is Posterscope’s proprietary planning tool and an integral part of Posterscope’s planning process across the globe. Since its launch in 2005, it has continued to expand and now encompasses over thirty markets and 100,000+ consumers worldwide.
OCS enables planners to efficiently and effectively identify the behaviours and attitudes of relevant consumers and translate these into actionable insights. These insights are then used to inform the most appropriate OOH plan.
The range of topics contained within OCS include, amongst others, the consumer journey to purchase, attitudes towards over 50 different types of OOH (including airport and experiential), and the claimed noticeability of these formats. As the opportunities within the OOH market evolve, so too does OCS – with questions such as ‘topics searched for on smartphones’ and ‘consumer opinion on relevant dynamic digital content’ being amongst those most recently added across all markets globally.
OCS identifies OOH nuances between markets
In practice, OCS allows us to identify key trends over multiple markets, and to understand the various idiosyncrasies and differences when it comes to consumer opinions and behaviours around the world. This can range from looking at day-to-day actions that we take for granted, such as how we commute to work, to more individually-determined actions, such as where we’re more likely to search online whilst out of the home. These differences help us to personalise planning for each audience across each market.
Universal trends in OOH – Location, Location, Location
OCS also allows us to identify key insights that are consistent worldwide, and in turn enable Posterscope to develop its OOH offering to meet these requirements. For example, the importance of context and relevance in OOH is now universally acknowledged, and, in recognition, Posterscope is rolling out its Liveposter product on a global basis. Liveposter offers a unique blend of context and relevance, as it serves engaging messages across multiple OOH locations using triggers such as time, day, and weather.
But which kind of messaging does the consumer really want to see? Based on the views of over 60,000 consumers from nine of Posterscope’s core OCS markets (the UK, France, Germany, Italy, Spain, Japan, Australia, the USA and Singapore), we can see a unanimous trend in the dynamic content that consumers engage with most when it comes to DOOH – Location. On average 60-70% of global consumers engage with contextual DOOH messages relating to the weather, time of day, day of week, seasonal events and live sports updates… but location is the dynamic content type most favoured across all 9 markets without exception. Almost 8 in 10 global consumers state that they are interested in location-based messages on DOOH.