Catch Me If You Can: How Well Do You Know the Consumer on the Go?
Burger King, Bicycle and Optimizion take the wheel in a bespoke quiz format from The Drum and Waze to explore today’s driver behaviors and how advertisers can take their OOH ads further.
Outdoor media (OOH) has long been a playground for advertisers. Going back as far as the ancient Egyptians, it’s come a long way since then, and a long way from the static billboards, subway posters, and street furniture that were a common staple in the OOH ad book. .
With all the digital shift, OOH media has also evolved significantly, making it a cost-effective and measurable solution for advertisers to capture consumers on the go. Now, through apps like Waze, brands have even smarter contextual opportunities to reach consumers in the right place at the right time and influence their buying decisions on the go.
After a delicate period of shutdowns across the world, the Covid-19 pandemic has created lasting lifestyle changes for many drivers, especially drivers, whose relationship with their car is changing. Old assumptions about drivers, their behavior and their motivations to travel can no longer be invoked. But how well do advertisers really know today’s drivers?
That’s the very question we posed to Soco Nunez de Cela, Director of Brand and Communications, Burger King UK, Graeme Douglas, Director of Strategy and Co-Founder, Bicycle and Mel Henson, Chief Creative Officer at Optimizon, when we invited them to participate in “Catch Me If You Can: I’m OOH”, a new quiz show format from The Drum and Waze to promote Waze search results.
Participants were put in the driver’s seat as we sought to find out what they know about today’s drivers, what drives their buying decisions and how they are influenced by on-the-road advertisements. The quiz was moderated by Gordon Young, Co-Founder and Editor of The Drum and Ruairidh Roberts, Country Manager, UK, Waze, who shared key insights from Waze research throughout the show, offering essential advice for marketers on how to jump-start their OOH campaigns.
Some of the key research findings and ideas discussed include:
Price and proximity are essential on the road
76% of UK drivers say they would drive past a petrol station to buy fuel if they knew they could get it cheaper a little further away – reporting that price and proximity are key decision factors , especially in the fuels category. Waze drivers tend to be bargain hunters and make shopping destination choices based on choice and value. They are on the lookout for price-driven offers on the road, which they respond well to.
The valuable role of OOH in the marketing mix
Although the UK has the highest percentage of e-commerce shoppers in Western Europe, drivers still prefer driving to buy their goods rather than shopping online and having them delivered. This is true for almost all categories (except for white goods) – but especially for groceries (68% vs. 17%).
Clever tactics capture drivers in the moment
25% of UK drivers said they would change their choice of retailer while driving if they saw or heard an advert from another retailer that interested them. And the fact that one in seven people have stopped and bought something while driving because of an ad they heard or saw in the car highlights the power OOH advertising holds to influence consumers in moving and capturing them in the moment.
Spontaneous decisions lead to route diversions
Staycationers (46%) are the drivers most likely to make spontaneous buying decisions while on the road. This was one of the takeaways from the report, which also examines the different mindsets of drivers today by demographic group to show the potential for advertisers to understand the intent behind why drivers make different routes.
The conversation also touched on how London is ‘a different world’ to other parts of the UK and consumers operate differently, highlighting the importance of understanding demographics to truly understand driver and consumer behaviors depending on their location and how advertisers should be reacting to these opportunities.
“One of the biggest problems facing the marketing and advertising industry is this constant focus on London and this internal evaluation of the world and the belief that everyone behaves the same way in terms of behavior. shopping and travel habits,” Douglas said. “London is a bubble and it’s really important that we look outside of that as an industry and represent the real world.”
Today’s drivers behave differently than you might expect, but there’s a real opportunity for marketers to dig deeper to understand who they are and how they like to be influenced. Advertising decisions can no longer be based on old assumptions about drivers; consumers’ relationship with their car is changing and this has big implications for how advertisers engage drivers on the go.
Listen to the highlights above and find out what “Waze knows” about today’s drivers, Download the full report here.