Outdoor works for… entertainment and media brands

1. Outdoor works for…entertainmentand mediabrands

2. A truly broadcast medium 86% of UK adults have seen outdoor advertising in the past week (TGI) Irrespective of budget, target audience and geography, you can always find a suitable range of outdoor media

3. A public TV listings page OOH formats on key commuting routes act as a last reminder for those on their way home Potential viewers can be targeted with multiple formats in multiple environments

4. Builds anticipation The traditional 2 week posting cycle means that OOH can help build anticipation before a film/programme launches

5. Rapid cover build Outdoor is ideal for getting a message across to a large audience in a hurry It delivers cover build quickly, achieving both high coverage and frequency

6. Outdoor is the classic brand builder Outdoor offers a tremendous platform for creating brand familiarity* Outdoor confers personality on brands and boosts online search* There is a strong correlation between heavy outdoor use and successful or growing brands* * The Brand Building Power of Outdoor research, Mindshare, October 2010

7. The right audience in the right place The audience you reach most with Outdoor is the audience you most want to reach The heavy Outdoor audience is young, in full time employment, and upscale With cash to splash, they want to be informed and entertained

8. Outdoor reaches you in the right mindset: ready for inspiration The majority of UK adults find outdoor advertising helpful They say they have acted on ideas they have seen advertised

9. The media’s medium By far the largest product category using Outdoor is Media and Entertainment Outdoor is the medium on which other media choose to promote their own You’re placing a new idea, reinforcing a preference, acting as a timely reminder, stimulating a change

10. “Out now” – that is where you should be too When a brand advertises in outdoor media, consumers know it is “out” and ready to be consumed That is true of books, films, magazine issues, music releases and price promotions There’s no better announcement vehicle

11. It’s a showcase for ideas on what to do and see People on the move out of home are on the lookout for things to do They consciously take in suggestions from media they see Tourists very often consume no other UK media but they do see attractions advertising

12. Outdoor is a visual medium – a huge canvas for your ideas The most visual medium suits a visual product like media Outdoor instantly conveys an image of what is on offer, plants it in the brain That visual recall of packshot or image is important at point of sale

13. Be (multi) local – own the area! When you advertise in Outdoor, you put down a marker People expect to be able to find you in that area (in a shop, in a cinema, on the radio dial) You dominate the environment and make the territory your own

14. Those in the cinema market are more likely to have seen OOH and learn about products advertised Those seeing OOH ads are more likely to learn about companies or products they’ve seen advertised, but people in the cinema market are even more likely to do so Across all products People in the cinema market

15. People in the cinema marketare more likely to search because of OOHAcross all products, 58% of people have searched for a company, product or service at home or at work because of the outdoor advertising they saw for it, but this increases to 67% for people in the cinema market People in the cinema market Across all products

16. For cinema releases, OOH mass-exposure influences searching and purchasing More exposure to OOH appears to have an effect on web searching and on buying

17. OOH influences action 88% had seen and recalled OOH advertising in the 30 mins preceding shopping Only 13% are not susceptible to the Last Window of Influence 12% who are aware of OOH agree that posters make them want to buy the product Source: OMC Last window of influence (2011)

18. Outdoor audience influential in persuading others about TV (000) 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

19. Outdoor audience offers keenest approach to music (000) 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

20. Outdoor audience offers highest annual outlay on DVDs £m 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

21. Entertainment campaigns get noticed “Which of the following have you seen advertised recently using outdoor advertising – New films, TV programmes, theatrical shows, books and music?” Source: YouGov survey of 1,692 respondents, May 2011

22. Leading entertainment advertisers trust outdoor Top spending 40 entertainment advertisers in outdoor (average spend £3.4m) in 2013 Twentieth Century Fox, Mcdonald's, Kentucky Fried Chicken, E1 Entertainment, Warner Bros, Universal Pictures, Sony Pictures, Entertainment Film Distributors, LionsgateEntertainment, Paramount Pictures, Buena Vista, Camelot, Subway Sandwiches, Warner Music, Twentieth Century Fox Home Ent, Google, Aka Promotion, Starbucks, Studiocanal, Health Lottery, Columbia Tristar Home Video, Dominos Pizza, Sony Music, Paramount Home Ent, Burger King, Momentum Pictures, Costa Coffee, Art Fund, YouviewTv, Universal Pictures Video, Historic Royal Palaces, Merlin Entertainments, Transworld Publishers, Raymond Gubbay, YouTube, Cassava Enterprises, Lovestruck, Universal Music, Macmillan Publishing, Anschutz Ent Group (Aeg) Source: Nielsen Media Research