Point of Search - 3 Stages

Understanding Need states Search Typologies Differences by Category Do people who spend more time OOH, search more often

Desk research / online survey

Bespoke mobile search diary task

Online survey with stimuli

Almost 10,000 Searches Recorded How mobile searches conducted “Out-of-Home” vs “At Home” differ

Priming attributes of the OOH space that encourage search Physical & environmental elements of OOH media that help drive search Creative messages on OOH adverts most likely to drive search

People search

OOH adverts drive search

Need State / Search Typology Trigger Outcomes (e.g. lead to purchase)

Learn more

The research draws parallels between Google’s Search Typologies and Maslow’s Hierarchy of Needs. For example, Maslow’s physiological needs mirror Google’s ‘Doing’ search, proving the most common searches are those that fulfil basic need states. And at the top of Maslow’s Needs hierarchy of ‘Esteem & Self-Actualisation’, this is clearly reflected in people’s search behaviour through the typologies of ‘Progressing / Self-Discovering’.

Searches in OOH environments are significantly more diverse vs those at home, covering more need states, day and time periods and are more action oriented. OOH search types are more likely to be ‘Experiencing’, ‘Belonging’ and ‘Self’, aligning with our higher sense of self-identity. This is a space for brands to build trust and long-lasting relationships with consumers. OOH search is more likely to take place Monday-Thursday, and more evenly spread out across the entire day. The data also uncovered that outdoor mobile searches tend to take place in groups, providing more opportunities for word of mouth.

Many triggers and priming attributes in out of home locations drive search: impulse, experience/senses (such as seeing, hearing and tasting) and location needs. These 4 categories all depend on contextual triggers as they are all grounded in ‘what’s in the moment’.

Location needs are a consistent factor and top trigger in search, so as people are out of home, linking a specific location or moment can often drive more search for brands.

Cover more Need States and Triggers

More diverse in Time of Day and Day of Week

More Action orientated

Doing

Understanding

Experiencing

Belonging

Self-discovering / Progressing

85%

74%

70%

65%

57%

Inspiration / Impulse

69%

Senses are stimulated

71%

Activities / Experience

Location needs / Primers

72%

Location

62%

Time of Day

Weather

57%