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 Days

Diverse range of environments, each with a unique audience profile

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

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

30 mins Ad Recall by Media: ‘The Last Window of Influence’

More OOH exposures in past month lead to more searches, and more purchases No OOH 1 OOH 2 OOH 3 OOH 4 OOH 5+ OOH Search internet at home / work n/a 47% 55% 51% 61% 78% Search internet when mobile n/a 9% 7% 10% 11% 17% Search internet anywhere n/a 50% 58% 55% 64% 82% Buy because of OOH n/a 25% 26% 34% 34% 58% Recall: in street 38% 49% 65% 72% 76% 78% Recall: bus sides 29% 46% 64% 71% 83% 84% Recall: bus shelters 23% 34% 46% 52% 64% 73% Recall: retail estate 31% 39% 40% 48% 61% 62% Recall: Underground 7% 9% 13% 20% 20% 42% Recall: Trains 5% 8% 6% 13% 20% 34%

Young, mobile, affluent, urban, connected most likely to buy because of OOH High earners 18 to 24 year olds 25 to 44 year olds High earners: 39% Age: 16-24= 44%, 25-44 = 40%, 45-64 = 23% Cities: 43% Travel: <3 hours = 29%, 3-6 hours = 30%, 6-9 hours = 36%, >9 hours = 48% Devices: Neither = 27%, Smart phone = 42%, Tablet = 49% Urban dwellers Commuters: 6-9 hours/week travel and especially 9+ hours/week Connected people: smart phones and tablets

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

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

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

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

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

Time spent doing activities out of home has doubled People are spending more and more time shopping, socialising, dining out, and pursuing sports activities. This is supported by the huge increase in leisure expenditure across the past few decades. In outdoor there is a virtuous circle taking place. Not only are the most attractive people spending the most time out of home, but the opportunities for more out of home leisure activities, and the associated expenditure, continue to leap ahead. Source : The Future Foundation, UK

Most people on the street are buying something Q: Have you bought or do you expect to buy anything during this trip out today? 85% bought or expect to buy something “You don’t leave home without your wallet”. That means consumers out of home are always in a position to make a purchase. What is more, the people you see on the street are not just a random cross-section of people. They are more valuable than that: they are people on a mission to spend. This is substantiated by 2006 Clark Chapman findings which show that 85% of people on the street at any time have bought something or intend to buy something on that specific trip out of home. Source London Shopper Survey, Clark Chapman Research (324 London Interviews)

More mobile people spend more freely: Outdoor overdelivers them The 2005 UK study “The Mobile Pound” set out to find out the behavioural differences between 1,100 Londoners, segmenting them according to the time they spend out of home, rather than the traditional demographics. It turns out that the heavy outdoor group (15 or more hours out of home per week) were more likely to spend more, were more impulsive and enjoyed spending more than the medium group (5 to 15 hours), or the light group (less than 5 hours). The very fact of them being out more makes them a more attractive group to advertisers. Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews

More mobile consumers are more impulsive “I buy extra items that are not on my shopping list” So does their outdoor behaviour influence their shopping habits and behaviours? The answer is a resounding yes. The heavy outdoor group were less likely to make a shopping list with 43% stating they usually make a list compared to 48% of the lightest outdoor group. Not only this, but the heavy outdoor group were also less likely to stick to their lists. The chart opposite shows that four fifths (82%) are “usually tempted to buy extra items that were not on their list” compared to only 63% of those in the lightest outdoor group. They are simply more prone to impulse purchasing, and more open to changing brands at short notice. Light Mobility Moderate Mobility Heavy Mobility Source: Mobile Pound 2005 Research, Dipsticks Research Base: Those who make a shopping list

More mobile = more spontaneous Q: What sort of products are you likely to buy spontaneously? Across a range of different consumer product fields (clothing, magazines, music, cosmetics and toiletries, entertainment) the answer came back the same. There is a spontaneity to the heavier outdoor group’s purchasing behaviour which is not found in the other two groups. The more time people spend out of home, the more they act on impulse, which again makes them an excellent target for trying new brands and responding to ads on the street. Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews

Mobile consumers are receptive to advertising “I look for new and interesting food items or brands which I have seen advertised” So there is a link between the amount of time people spend out of home and their propensity to shop. It seems the heavy outdoor group are also more experimental, being more willing than the medium and light outdoor groups to try out new and interesting foods they have seen advertised. They appear to be more likely to act on the advertising they see. Light Mobility Moderate Mobility Heavy Mobility Source: Mobile Pound 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 Since they are out and about more, it’s no surprise that they make more total shopping trips too. Almost half the heavily mobile group, male and female, top up their home grocery shopping by visiting the shops twice a week or more. It looks as if their likelihood to shop is directly affected by their availability to shop. Good news for shops! Light Mobility Moderate Mobility Heavy Mobility Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews

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

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

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

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

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

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

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