Transcript Click here to the presentation
#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% 28% 12% 24% 6% 9% % Share
TV Radio Newspaper/Magazine Internet Social Networking OOH Cinema
20%
Source: IPA Touchpoints 5 - All Urban Adults
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