Proximity Planning

Shaping the moving world kineticww.com Cars 23.3 miles Cars 23.3 miles Theatre 22.5 miles Theatre 22.5 miles Fashion 13.2 miles Fashion 13.2 miles Technology 12 miles Technology 12 miles Accessories 11.6 miles Accessories 11.6 miles Furniture 15.2 miles Furniture 15.2 miles Cinema 7.9 miles Cinema 7.9 miles Mobiles 8.3 miles Mobiles 8.3 miles White goods 11 miles White goods 11 miles Restaurant 11.4 miles Restaurant 11.4 miles Books 7.3 miles Books 7.3 miles DIY 7.2 miles DIY 7.2 miles Health & Beauty 6 miles Health & Beauty 6 miles Bank visit 3.8 miles Bank visit 3.8 miles Newspaper 2.5 miles Newspaper 2.5 miles Fast food 3.3 miles Fast food 3.3 miles Snacks & drinks 4 miles Snacks & drinks 4 miles Groceries 5.2 miles Groceries 5.2 miles The premise of proximity planning is over 15 years old

Shaping the moving world kineticww.com Short term path to purchase Long term association We know Proximity works for

Shaping the moving world kineticww.com The IPA’s Long and Short of it has changed what we know about planning

Shaping the moving world kineticww.com Target Audience – Women C2DE % agree ‘I decide what I want before I do the weekly shopping’ CostRegion No. of panels % Reach GRPs Proximity* Same across both plans Granada10133%89 Yorkshire6722%70 Audience led campaign/ Broadcast Granada19650%149 Yorkshire13035%99 * 250m of Asda and Tesco Could we plan better by planning by audience and mindset?

Shaping the moving world kineticww.com In Summary…. Proximity is great for products with a short term path to purchase or to build ownership of a space. However greater reach and frequency can be achieved for the same budget when planned as broadcast – and this is important for driving growth and profit in the long run. The objectives of the brand and the nature of the product will be a guide as to which approach is best.

@kineticww Thank you