OOH Advertising is a Key Source of Information for Global Shoppers During All Stages of Travel
PARIS — JCDecaux has released an updated Global Shoppers Connection study that investigates shopping habits, brand preferences and motivations of upscale global shoppers when traveling abroad. The study expands on the company’s findings from the first survey carried out in 2013. The latest survey follows upscale shoppers on their international journey, from their initial planning to their time at the departure airport, through their arrival at their destination city and to their journey home.
The survey examines the part played by shopping in travel decisions, preferred communication channels and the importance of shopping in the travel experience in cities and airports. The survey covers 12 countries including France, Germany, UK, Russia, China, Hong Kong, Japan, South Korea, UAE, Saudi Arabia, Brazil, and the USA and spans six key shopping categories that include fashion, fragrances, cosmetics, shoes/handbags, sunglasses/jewelery/watches and electronics.
JCDecaux found that international travelers make the most of the shopping opportunities in both airports and cities, however they tend to favor airport shopping for some categories and downtown stores for others. Different motivations and desires drove their decision making process based on where they shop and for which products. Convenience, choice of products and the overall shopping experience were three key drivers. Seventy percent of those surveyed said that seeing out-of-home advertising encouraged their visits to stores at an airport for advertised products, and 80% for products available exclusively only at the airport.
Advertising is a key source of information for travelers during all stages of their trips abroad. Sixty-seven percent payed attention to advertising with 98% of them paying special attention to out-of-home (OOH) advertising at the airport, on the streets of the city, when traveling on public transport or in the shopping malls.
Seventy-one percent of travelers from Asia and the Middle East would appreciate seeing advertising in their own language when abroad. Leveraging smart data, JCDecaux digital out-of-home (DOOH) inventory gives advertisers the ability to deliver timed and contextual messaging tailored to a selected audience.
Global Shoppers plan ahead to ensure they have plenty of time to shop while at the airport and when they’re in the city. Additional findings from JCDecaux’s Global Shopper Connections study include:
- 87% of travelers view shopping is seen as an integral part of trips abroad
- 68% arrive at the airport more than 2 hours before their flight
- 66% plan in advance what they want to shop for when abroad
- The study also revealed that offers can have a big influence on both the final choice of destination and the timing of a trip. 63% Asia and the Middle East Global Shoppers plan trips to coincide with retail sales periods abroad.
This highlights the importance of activating brand communication campaigns in the cities before these key periods. When it comes to brand choice, 63% of respondents have a clear idea of the brands they want to buy when shopping abroad, but the vast majority (83%) are open to influence before making their final brand choice. This willingness to change their minds creates a window of opportunity for brands to influence the final decision.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media