#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