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#theactivespace #outdoor5

Sight – uses more bandwidth than all the senses combined

The Active Space: it’s the real world

The Active Space: a rich context for planning Ambience

Activity Proximity Occasion Time of day Social

Environmental Immediacy

Verica Djurdjevic, PHD

The Active Space: where we do things

100% of

commuting

The Active Space: where we do things

100% of

driving

The Active Space: where we do things

100% of

eating out

The Active Space: where we do things

100% of

playing sport

The Active Space: where we do things

100% of

live music, arts, shows, concerts

The Active Space: where we do things

100% of

time in pubs and bars

The Active Space: where (pretty much) all the fun happens 99% of dancing, picnicking, flirting, finding new partners, going to the gym, sunbathing, cycling, walking the dog, hanging out, jogging, skateboarding…

The Active Space: where we do things

80% of

socialising with friends

The Active Space: where we do things

88% of

shopping Source: Centre for Retail Research UK, 2014

The Active Space

Outdoor – the universal connector

The Active Space: at 18 hours a week outdoor occupies 28% of media contact time 1%

% Share 28%

24%

9% 12%

6% 20%

Source: IPA Touchpoints 5 - All Urban Adults

TV Radio Newspaper/Magazine Internet Social Networking OOH Cinema

The Active Space hypothesis

A higher level of physical activity = a higher level of brain activity

Our focus today

Three new pieces of research - Purpose (Jon Armstrong, Dipsticks) - Mood (Rob Ellis, COG Research / OnDevice Research) - Mindset (Dr Amanda Ellison, Durham University) - Sales directors’ perspective (Daemon Brown of VeriFone and Chris Forrester of Primesight) - Nice surprise