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Research across five studies in psychological science suggests that people are more motivated to pursue their goals at the beginning of the week: the ‘Fresh Start Effect’. The start of the week acts as a trigger for ‘new beginnings’, much like a New Year or birthdays. Goals and intentions exist in a range of contexts, but centre around health, finance and other life admin.
SAT
FRI
THU
WED
TUE
MON
SUN
The flexibility of Clear Channel’s Digital Out of Home creates an opportunity to target messaging, Monday to Wednesday when health, finances and “life admin” are top of mind.
The ‘Fresh
Start Effect’
150
100
50
Search activity indexed vs average day
Sun
Sat
Fri
Thu
Wed
Tue
Mon
+47%
+30%
+53%
+43%
+12%
+28%
Mon - Wed
Mon - Wed
Mon - Wed
Mon - Wed
Mon - Wed
Mon - Wed
‘Mortgage’
‘Gas & Electric’
‘Recruitment’
‘Home Improvements’
‘Mobile Contracts’
‘Insurance’
Search activity indicates that intentions are strongest at the beginning of the week.
Activate “life admin” messages Monday to Wednesday
Sources: Association for Psychological Science; Google Trends Interest over time (3 months to 11th Nov 2021) average search activity by day of week. Toluna UK Survey 700 adults Nov 2021
OOH
Press
Cinema
Radio
Internet
TV
4.0
3.4
2.8
75%
Heavy OOH audience is an active audience
Time of week most likely to start a new health routine
Mon - Wed
130
120
110
100
90
80
70
Avrg hours doing sports/exercise per week
Search activity indexed vs average day
Sun
Sat
Fri
Thu
Wed
Tue
Mon
+35%
Mon - Wed
‘Healthy Foods’
Research across 5 studies in psychological science suggests that people are more motivated to pursue their goals at the beginning of the week; “the fresh start effect.” Monday is the chance to start the week right; to hit the reboot button after a potentially indulgent weekend. 75% of new health routines are started Mon-Wed with a third of us feeling most motivated to do exercise on a Monday.
Motivate healthy intentions Monday to Wednesday
Sources: Association for Psychological Science; Google Trends (3 months to 6th Nov 2021) average search activity by day of week; Toluna survey 700 UK adults Nov 2021; TGI GB 2021 Oct 20-Sep 21 Mean hours sports & other exercise by heavy media
Advertisers can use the
‘Fresh Start Effect’ to encourage people to take desirable actions supporting self-improvement and achieving goals. DOOH provides the flexibility to display relevant messages at the beginning
of the week, when intentions
are strongest.
Activate messages on DOOH at the start of the week
Standard DOOH displayed at relevant moment vs less
relevant moment
+12%
Research has proven that displaying advertising messages at a relevant moment elicits a stronger brain response for those viewing the ad. Using the flexibility of Digital OOH, brands can reach consumers at the beginning of the week when health and ‘life admin’ are top of the agenda.
Relevant messages on DOOH have greater impact
Source: Moments of Truth 2020,
of UK adults say they have begun the week with intentions to sort out their finances
‘Joining
a Gym’
Mon - Wed
+13%
‘Wellness’
Mon - Wed
+29%
MON TUE WED THU FRI SAT SUN
of UK adults say they have begun the week with intentions to focus on their wellness
92%
say ‘the pandemic has made me take a stonger focus on health and wellbieng’
58%
are now more concerned about getting sick as a result of the pandemic
3 in 5
MON TUE WED
Sources: Toluna UK Survey 700 adults Nov 2021, Toluna The Year of Me Survey October 2021
|
clearchannel.co.uk
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A landmark study was undertaken to prove the power of using contextually relevant DOOH messages. Neuroscience measured brain response, eye tracking determined ad recall, and test and control sales uplift studies measured direct sales response
to dynamic DOOH.
92%
in brain response
% difference in level of online search activity avg. Mon-Wed vs.Thu-Sun
% difference in level of online search activity avg. Mon-Wed vs.Thu-Sun
% difference in level of online search activity avg. Mon-Wed vs.Thu-Sun
% difference in level of online search activity avg. Mon-Wed vs.Thu-Sun
Sources: Toluna UK Survey 700 adults Nov 2021, Toluna The Year of Me Survey October 2021
Search activity indicates that intentions are
strongest at the beginning of the week.