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

• 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

Quality presentation

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

0%

20%

40%

60%

80%

100%

0 2 4 6 8 10 12 14

Cover build

Days

Diverse range of environments, each with a unique audience profile

Classy audience

• The typical outdoor audience is– Young

– Active

– Social

– Upscale

– In full time employment

– Better paid than average

– Mobile

– Open to ideas and activities

– Willing to try new brands

“the people you most reach with outdoor advertising are the people you most want to reach”

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

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

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

53%

1994 2008

Time of day

% P

opula

tion O

OH

Outdoor Audience continues to grow while most other media are in decline

Source: IPA TouchPoints Hub Survey 2008

Delivers unique cover in any multimedia campaign• 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

+25%

+15%

+35%

+45%

*All figures based on media attribution and recognition, multiple campaign research studies

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

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

24.425.1

25.826.2

2727.5 27.6

28 28.2 28.4

20

22

24

26

28

30

32

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

Mill

ion

pass

enge

r ca

rs

Annual total of cars on UK roads

More cars on UK roads means more miles driven, more posters seen

Source: Department for Transport

0%

5%

10%

15%

20%

1961 1975 1985 1995 2000

Year

% o

f wa

kin

g h

ou

rs

Shopping Eating out, cinema, pubs Socialising Sports, walking

Source : The Future Foundation, UK

Time spent doing activities out of home has doubled

Most people on the street are buying something

Source London Shopper Survey, Clark Chapman Research (324 London Interviews)

26% 30% 29% 15%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Already bought somethingAlready bought something & expect to buy something elseNot bought anything but expect to buy somethingNot bought and don't expect to buy anything

85% bought or expect to buy something

Q: Have you bought or do you expect to buy anything during this trip out today?

More mobile people spend more freely: Outdoor overdelivers them

Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews

Source: Mobile Pound 2005 Research, Dipsticks Research Base: Those who make a shopping list

63

76

82

50

60

70

80

90

Light Mobility Moderate Mobility Heavy Mobility

%

“I buy extra items that are not on my shopping list”

More mobile consumers are more impulsive

Light Mobility Moderate Mobility Heavy Mobility

Mobile consumers are receptive to advertising

40

49

53

30

40

50

60

Light Mobility Moderate Mobility Heavy Mobility

%

Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews

“I look for new and interesting food items or brands which I have seen advertised”

Light Mobility Moderate Mobility Heavy Mobility

Source: Mobile Pound 2005 Research, Dipsticks Research Base: 1100 London interviews

More mobile = more spontaneous

Q: What sort of products are you likely to buy spontaneously?

39

44

47

30

35

40

45

50

Light Mobility Moderate Mobility Heavy Mobility

%

Source: Mobile Pound 2005 Research, Dipsticks Research Base: 1100 London interviews

Mobile people make more frequent shopping trips

Go ‘top up’ food shopping on way home from work twice a week or more

Light Mobility Moderate Mobility Heavy Mobility

Weight of outdoor exposure correlates with affluence

Source: CBS Outdoor, TGI Media Neutral quintiles 2010

“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

Adult 000’s

Heavy outdoor audience is more affluent than other media

Adult 000’s

Source: CBS Outdoor, TGI Media Neutral quintiles 2010

“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

Weight of outdoor exposure correlates with affluence

Source: CBS Outdoor, TGI Media Neutral quintiles 2010

“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

Heavy outdoor audience is predominantly young

Source: CBS Outdoor, TGI Media Neutral quintiles 2010

“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

Adult 000s

Heavy outdoor audience is predominantly upscale

Source: CBS Outdoor, TGI Media Neutral quintiles 2010

“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

Heavy outdoor audience most likely to be working full time

Source: CBS Outdoor, TGI Media Neutral quintiles 2010

“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

The people you reach most with outdoor are the people you most want to reach

Source: CBS Outdoor, TGI Media Neutral quintiles 2010

“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

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: 12.5% revenue uplift in 2010

• 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

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