MUPI FUEL MEDIUM EFFECTIVENESS RESEARCH – KSA

MUPI FUEL
MEDIUM EFFECTIVENESS
RESEARCH – KSA
PRESENTED BY: BUSINESS COMPASS- VIVAKI MENA
JUNE 2014
BACKGROUND
•
The Saudi market is heavily
reliant on car transportation
directly contributing to frequent
visits across fuel stations.
•
This leaves ample opportunity to
for communication exposure at
the petrol station
•
MUPI Fuel Media is the largest
provider of MUPIs at petrol
stations in KSA
•
Covers over 400 stations across
Jeddah, Riyadh, Dammam &
Khobar
THIS DOCUMENT ENTAILS THE FINDINGS OF THE RESEARCH STUDY
•
In order to provide marketers with a
ROI measurement for their investments,
MupiFuel Media wanted to assess the
impact & effectiveness of this medium
based on scientific behavioral data
•
To this end, Business Compass - Vivaki
MENA conducted an ‘Eye Tracking’
research in KSA to evaluate the medium
MUPIFUEL – MEDIUM SPECS
Coverage: >400 stations across Jeddah, Riyadh, Dammam & Khobar
•
•
•
•
•
Source: MupiFuel Media
Type: Backlit MUPI
Number of facings per station: 10-12
Avg. number of fuel lanes with medium exposure: 2
Avg. number of facings per brand: 2
Avg number of brands per station: 5-6
STUDY DETAILS
WHAT
To assess the impact & effectiveness of the MupiFuel medium in terms of actual
noticeability of the medium
WHERE
Al Idrees petrol station, KSA
WHEN
May 2014
HOW
Using Oculus ExperienceTM , Business Compass proprietary technique to assess the effectiveness of
an outdoor medium using eye-tracking based behavioral research approach.
HOW MANY
30 eye-tracking based drive-in observations covered across day and night time, peak and lean
traffic hours at the station.
WHO
Males, 20+ years, with a valid driving license, mix of Saudi nationals and Expat Arabs
RESEARCH MECHANICS
DRIVE TO THE
ASSIGNED PETROL
STATION
RESPONDENT
RECRUITMENT
CALIBRATION OF THE
EYE TRACKING GLASSES
AT A CENTRAL
LOCATION VENUE
•
•
•
•
•
DRIVE BACK TO THE
VENUE
FILL PETROL AT THE
STATION
POST DRIVE
INTERVIEW USING
A STRUCTURED
QUESTIONNAIRE
Till the post-drive interview stage, the respondents didn’t know the actual purpose of the study. They were told that they were going to test a ‘UV protection glass’
Each respondent was asked to fill the tank, in order to ensure similar amount of time spent at the station/medium exposure across all the respondents
Each respondent had to drive his own car only and cars were selected to reflect market proportion of car-petrol tank locations (Left Vs Right) as this has an impact on the lane chosen at the petrol station
Respondents selected for the study were thoroughly checked for any eye problems, issues etc. and only those without any eye problems and not wearing glasses/contact lens were taken further for the study
Tobii Eye tracking glasses and technology was used for the above study
FIELD OF VISION
(OPPORTUNITY TO SEE)
NOTICEABILITY
FREQUENCY OF EXPOSURE
KEY FINDINGS
TIME OF EXPOSURE
/DWELL TIME
COGNITIVE EFFECTIVENESS
COST EFFICIENCY
For how long was it visible?
Was it noticed at least once?
How many times was it noticed?
How long was it noticed?
Did it convert to brand recall?
Is it cost efficient?
HIGH LEVEL OF ‘OPPORTUNITY TO SEE’
FOR THE MEDIUM AMONG THOSE
DRIVING TO THE PETROL STATION
5.2 minutes
Avg time spent at a petrol
station
Is the avg. time available for brand
exposure through the medium (OTS)
2.7 times higher OTS as compared to any on-road Mupi in KSA (based on
an average 20 minutes' drive from the same research exercise)
100%
Is the NOTICEABILITY of the medium
among those driving-in at the petrol
is defined as any eye-visit/glance at any of the
station *Noticeability
12 facings of the medium continuously for > 1 sec
1.4 times higher noticeability as compared to any
on-road Mupi in KSA (based on an average 20 minutes' drive)
18.2 times
Average number of visits >500 ms on
any single medium/facing
19%
Of the total time at the petrol station is
spent on the medium
58.7
seconds
44.0
of medium exposure
across all the facings
at the petrol station
seconds
of brand exposure through
any one of the facings
Avg. dwell time/exposure for a single on-road Mupi is < 1 sec
NIGHT TIME VIEW
DAY TIME VIEW
HEAT MAPS
FACING AT THE ENTRANCE
FACING IN THE FIRST LANE
MEDIUM ABLE TO CONVERT
QUALITY OF EXPOSURE TO
BRAND RECALL
80%
Brand recall through the most
noticed facing/medium
Source: Post-drive interviews. Recall is aided recall (Communication/ads/brands noticed in the petrol station)
CIRCUIT DEFINITION
•
•
•
•
15-20 petrol stations in each city
2 facings per station – one side view and one front view
2 weeks of brand campaign
Avg. footfall/reach – 4000 per station per day
840,000/-
Average footfall for brand
exposure (per circuit per
campaign period)
THE MEDIUM OFFERS
HIGHER RETURN ON
INVESTMENT
$382/-
Cost per facing
$68/- Cost per thousand
Note: Cost efficiency calculation based on average of 2000 cars per day per petrol station
and average recall of 2 brands & avg. time spent per brand as 44 sec per facing . Gross rate
is used for analysis.
SOME TIME & TARGET SEGMENTS
ARE MORE RECEPTIVE TO THE
MEDIUM THAN OTHERS
ALL
DAY
NIGHT
SEDAN
SUV
Noticeability %
100%
100%
100%
100%
100%
Avg. time spent on a
medium in Sec
44.3
30.8
57.8
39.2
50.3
ALL
20-39 YRS
40+ YRS
>10000 SR
Monthly
income
Upto
10,000 SR
monthly
income
Noticeability %
100%
100%
100%
100%
100%
Avg. time spent on a
medium in Sec
44.3
48.0
36.0
37.5
51.0
MUPIFUEL – FACT SHEET

Field of vision (Opportunity to see) of the medium: 5-6 minutes
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Actual Noticeability : 100% among those driving-in at the petrol station
Average number of visits to any one facing/medium: 18.2
Average number of facings seen during the drive: 5-6



Total time spent on the medium, across all the facings: 19% of the total time at the station
Average time spent on the medium across all the facings: 58.7 seconds
Average time spent on any one facing/medium: 44.0 seconds

Recall (aided) of the brand exposed through the most noticed/visited facing: 80%
Source: Business Compass-Vivaki MENA Eye Tracking Research in KSA, May 2014
ABOUT VIVAKI-BUSINESS COMPASS
LINEAGE
Business Compass is the research & consulting wing for the Vivaki Group operating within the Middle East and North Africa (MENA) region. Vivaki is part of The Publicis
Groupe of companies which is the third largest media and communication network in the world. Business Compass works closely with the global Vivaki research & consulting
teams. The Vivaki family has nearly 44,000 employees in 104 countries and 196 cities
Some of our sister agencies within the Publicis Groupe include:
Media
: Starcom Mediavest Group, Zenith Optimedia
Advertising : Leo Burnett, Saatchi and Saatchi, Publicis, Denuo, Fallon, BBH, Kaplan Thaler Group
Consulting : Vivaki Nerve Center, Performics, NINAH, SMG Performance Marketing, SMG Analytics, Saatchi and Saatchi X, NCI Consulting etc.
REGIONAL FOOTPRINT
Vivaki MENA is headquartered in UAE and has offices in all the key markets of the region including – KSA, Kuwait, Lebanon, Jordan & Egypt.
TEAM & EXPERIENCE
Business Compass-Vivaki MENA provides specialized consulting, qualitative and quantitative research solution to both Groupe clients and external entities for over 12 years –
with core specialization in communication & media research and marketing ROI assessment.
Rasha Makarem heads Vivaki-Business Compass in the region and has nearly 15 years of experience in qualitative research and marketing consultancy.
The regional research team comprises of nearly 8 highly enthusiastic & intellectually stimulated researchers with varied levels of experience & specializations spanning across
quantitative, qualitative, social & digital research space.
CLIENTAL
Client associations have been growing stronger with both Groupe clients (like Starcom, Mediavest , Zenith, and Leo Burnett) and external clients.
Clients worked so far includes but is not limited to - P&G, Kraft Foods, Al Marai, Groupe Bel, MARS, GSK, Aspire, General Motors, Banque Audi,, BMW, Cartier, Emirates
Airlines, Kellogg’s, Masdar, MBC, Nakheel, Watania, STC, Red Bull, Richemont, Samsung, OSN etc.
MUPI FUEL
MEDIUM EFFECTIVENESS
RESEARCH – KSA
PRESENTED BY: BUSINESS COMPASS- VIVAKI MENA
JUNE 2014