Engaging Shoppers on the Path to

Purchase

Opportunity for Out-of-Home Media to Engage & Interact with Shoppers

When you are outside your home, which of the following describes your frame of mind?

45%

44%

43%

38%

37%

27%

9%

6%

ActiveAlert

InterestedRelaxed

CalmMy time

ImpulsiveSleepy

(Base n=1406)

When you are outside your home, which of the following best describes your frame of mind? Select all that apply.

‘Active’ and ‘alert’ Canadians have high OOH recall: 69% past week

High Attention Levels

76% of shoppers “pay attention” to OOH ads

40%

32%

21%

18%

14%

13%

12%

10%

9%

Purchased items I didn't plan to buy

Collected loyalty program points

Checked the promotional displays

Picked up the flyer/circular

Checked for in-store coupons

Used my smartphone for shopping-relatedpurpose

Redeemed print coupons

Looked for special loyalty point offers

Sampled products

Activities During Shopping Trip - % Household Shopping Trips(Base: n= 6,152)

Unplanned items will be bought. Opportunity to influence on the path-to-purchase.

6With respect to your grocery or food & beverage shopping, which of the following did you do in-store on this trip?

Please select all that apply.

High Weekly Recall

2 in 3 in major markets recall specific OOH

(past week)

10

Shoppers 18-64 Total Facebook YouTube Twitter LinkedIn

Pay Attention to OOH Ads – Any Format

(Always/Sometimes)78%

78% 82% 81% 82%

1.00 1.05 1.05 1.06

How often do you pay attention to advertising in each medium?

Active social media: more likely to pay attention

Are you a member of any of the following online social networks? Which different types of out-of-home advertising do you recall having seen in past 7 days? How often do you pay attention to advertising in the following media? SCALE: Always, Sometimes, Never, I don’t use that channel

13

The Impact of Media Fragmentation

Shoppers are Using Adblocking Software to Avoid Online Ads

48% of 18-34 year olds

36%of Shoppers

Use AdblockingSoftware

74% of Adblock Users Pay Attention to OOH Ads

Source: 2016 BrandSpark Canadian Shopper Study. All Rights Reserved. 18

In Summary

Canadian shoppers seek value & convenience

Unplanned purchases are common

OOH media continues to have strong reach nationally: 96% “notice” OOH ads

Shoppers are receptive: frame of mind outside home is active, alert, interested

Almost 8 in 10 shoppers “pay attention” to OOH ads

Weekly recall rates increase for men, Millennials, Gen X, active social media users, major markets

OOH reach maintained while other channels face challenges: adblocking, fragmented viewership, declining readership