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why use outdoor advertising ?

why use outdoor advertising ?. Introduction. The following slides are not intended to be sequential They represent a selection of perspectives which you may find informative in planning media

aimee-hampton
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why use outdoor advertising ?

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  1. why use outdoor advertising?

  2. Introduction • The following slides are not intended to be sequential • They represent a selection of perspectives which you may find informative in planning media • We are happy to engage in debate on all these views and are interested to add more points in support of Outdoor • You may also wish to consult the “Category argument” section of this website

  3. Quality presentation

  4. Outdoor delivers fast cover build • Based on heavyweight campaign on 2-3 formats • Week one: high cover build (typically 80% of final reach) • Week two: slower cover build, higher frequency kicks in Days

  5. Diverse range of environments, each with a unique audience profile

  6. Ads seen/heard in the last month? 7 in 10 have seen OOH ads

  7. Contextual placement: be physically present in the moment • Outdoor can place your message where it counts • More than any medium it can give your campaign a physical presence • All the more important in these days of invisible virtual brands

  8. Always on, 24/7: there’s just no getting away from it • The Outdoor message lasts two full weeks • In total campaign runtime, it dwarfs all other media • You’d have to work very hard to avoid it

  9. 30 minsAd Recall by Media: ‘The Last Window of Influence’

  10. More OOH exposures in past month lead to more searches, and more purchases

  11. Young, mobile, affluent, urban, connectedmost likely to buy because of OOH High earners 18 to 24 year olds 25 to 44 year olds Urban dwellers Commuters: 6-9 hours/week travel and especially 9+ hours/week Connected people: smart phones and tablets

  12. Outdoor Audience continues to grow while most other media are in decline 53% % Population OOH Time of day 1994 2008 Source: IPA TouchPoints Hub Survey 2008

  13. Delivers unique cover in any multimedia campaign +25% • Outdoor complements all other media by reaching people other media don’t reach* • It typically adds incremental reach to other media campaigns: up to • 15% to TV • 25% to press • 35% to radio • 45% to online • Outdoor lends the qualities of penetration, presence, proximity, recency, continuity, frequency +15% +45% +35% *All figures based on media attribution and recognition, multiple campaign research studies

  14. Most visual medium • Outdoor is the most visual medium • It delivers a large scale brand message at close quarters • Outdoor has the ability to anchor a visual brand image in the mind • In a competitive sector, visual image recognition and logo / packshot recall are essential

  15. Outdoor fills the light viewer gap and balances out the impacts • Outdoor is a great deliverer of light TV viewers, especially in London • Light TV viewers spend less time on the sofa and more time out of home • Heavy and heavy-medium TV viewers absorb 60% of all TV impacts • Adding Outdoor to TV improves the quality of audience delivery, and balances out the impacts, delivering more light viewer OTS • Light ITV viewers are heavy Outdoor

  16. Intercept not interrupt • The Outdoor message catches you when you are ready to receive it • Relevant placement means no need for avoiding tactics. Ad avoidance is no big issue in Outdoor • We tend to notice ads that are aimed at us and filter out the rest

  17. Time spent doing activities out of home has doubled Source : The Future Foundation, UK

  18. 85% bought or expect to buy something Most people on the street are buying something Q: Have you bought or do you expect to buy anything during this trip out today? Source London Shopper Survey, Clark Chapman Research (324 London Interviews)

  19. More mobile people spend more freely: Outdoor overdelivers them Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews

  20. Light Mobility Moderate Mobility Heavy Mobility More mobile consumers are more impulsive “I buy extra items that are not on my shopping list” Source: Mobile Pound 2005 Research, Dipsticks Research Base: Those who make a shopping list

  21. More mobile = more spontaneous Q: What sort of products are you likely to buy spontaneously? Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews

  22. Light Mobility Moderate Mobility Heavy Mobility Mobile consumers are receptive to advertising “I look for new and interesting food items or brands which I have seen advertised” Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews

  23. Light Mobility Moderate Mobility Heavy Mobility Mobile people make more frequent shopping trips Go ‘top up’ food shopping on way home from work twice a week or more Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews

  24. Weight of outdoor exposure correlates with affluence Adult 000’s Source: CBS Outdoor, TGI Media Neutral quintiles 2012 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

  25. Heavy outdoor audience is more affluent than other media Adult 000’s Source: CBS Outdoor, TGI Media Neutral quintiles 2012 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

  26. Heavy outdoor audience is predominantly young Adult 000s Source: CBS Outdoor, TGI Media Neutral quintiles 2012 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

  27. Heavy outdoor audience is predominantly upscale Upmarket groups index highly as heavy outdoor Source: CBS Outdoor, TGI Media Neutral quintiles 2012 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

  28. Outdoor audience most likely to be working full time Working full time 30 hours+ a week Source: CBS Outdoor, TGI Media Neutral quintiles 2012 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

  29. 8 Reasons for using Outdoor • Successful: used by 95 of the top 100 advertisers • Unavoidable: can’t be switched off, avoided or zapped • Consumer friendly: non-intrusive, catches you in downtime • Growing: Q3 2012 biggest ever quarter • Accountable: POSTAR based on visibility adjusted impacts, GPS • Diverse: huge choice of formats and environments • Improving: continued investment in quality, digital, illumination • Adaptable: shorter cycles, digital flexibility

  30. Baker law of outdoor media: indicators which move the needle to Outdoor Is it a launch? Is the campaign aimed at young people? Is the campaign aimed at upmarket people? Is the brand used outside the home? Is it sometimes bought or decided on impulse? Is the brand operating in a highly competitive market? Is visual pack recall and design important, eg at point of sale? Is high reach and frequency important for the campaign? Score 4+ Outdoor should be seriously considered Score 5+ Outdoor should definitely be on the media schedule Score 6+ Outdoor should be the lead medium

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