#theactivespace
#outdoor5
Sight – uses more bandwidth than all the
senses combined
The Active Space: it’s the real world
The Active Space:
a rich context for planning
Ambience
Activity
Proximity
Occasion
Time of day
Social
Environmental
Immediacy
Verica Djurdjevic, PHD
The Active Space: where we do things
100% of
commuting
The Active Space: where we do things
100% of
driving
The Active Space: where we do things
100% of
eating out
The Active Space: where we do things
100% of
playing
sport
The Active Space: where we do things
100% of
live music,
arts, shows,
concerts
The Active Space: where we do things
100% of
time in pubs
and bars
The Active Space: where (pretty much) all
the fun happens
99% of
dancing, picnicking, flirting,
finding new partners,
going to the gym, sunbathing,
cycling, walking the dog,
hanging out, jogging,
skateboarding…
The Active Space: where we do things
80% of
socialising
with friends
The Active Space: where we do things
88% of
shopping
Source: Centre for Retail Research UK, 2014
The Active Space
Outdoor – the universal connector
The Active Space: at 18 hours a week
outdoor occupies 28% of media contact time
1%
% Share
28%
24%
9%
12%
6%
20%
Source: IPA Touchpoints 5 - All Urban Adults
TV
Radio
Newspaper/Magazine
Internet
Social Networking
OOH
Cinema
The Active Space hypothesis
A higher level of physical
activity = a higher level
of brain activity
Our focus today
Three new pieces of research
- Purpose (Jon Armstrong, Dipsticks)
- Mood (Rob Ellis, COG Research / OnDevice Research)
- Mindset (Dr Amanda Ellison, Durham University)
- Sales directors’ perspective (Daemon Brown of VeriFone
and Chris Forrester of Primesight)
- Nice surprise