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IPA TouchPoints research shows increase in multimedia usage

UK adults' media consumption has rocketed 9% compared to 2016, according to the IPA's latest TouchPoints research. This is probably not that surprising considering the fact that there's so much more of it!

Consumers might be consuming more media but, with there being so much of it, how can brands cut through the noise and effectively engage with their target audience

The trick is to understand your audience and the context in which you are targeting them. Where are they? What mind-set are they in? What are their motivations? Only then can you work out how to reach these consumers effectively.

Take the light TV viewing London Underground audience as an example. Through our award-winning Engagement Zone study, we now know a lot more about how these passengers as they travel through the network, engage with their surroundings and respond to Out-of-Home ads. 

The study combined eye tracking, skin conductance response (measuring cognitive activity) and survey data to understand how commuters engage with advertising across the Underground; an important study when you consider that nearly five million passenger journeys are made daily on the network. 

According to the IPA TouchPoints research, TV still tops media consumption habits in terms of reach and average hours viewed. However, our study shows that high engagement levels with advertising on the Tube were found to match that of TV advertising (16%) and far surpass that of online video (9%), with the consensus being that advertising on the Underground is far less intrusive than other forms of advertising. In fact, four in five people who said that they did not like ads on social media or TV stated they did, in fact, like ads on the Tube.

With media consumption growing considerably so has multimedia usage, with the IPA TouchPoints research revealing that 26% of adults flit between more than three media in any half hour. Our study supports this, revealing that 58% of people who regularly read or use their phone while travelling on the Underground also regularly look at advertising on the Tube. 

However, our study also demonstrates that commuters’ minds are active and alert during the daily commute; attributes that directly translate to engagement with the advertising environment. Even those who choose to occupy themselves by other means while on their journeys were also found to take part in some ad spotting. Of those using a mobile device, a third have used their device to take notes about information they see in ads.

We don’t see multimedia consumption as a negative at Exterion Media. In fact, we see it as a way for consumers to directly respond to Outdoor ads. We have over 130 case studies that prove the effectiveness of Out-of-Home campaigns that you can access here.