Why Outdoor works for... drink brands

Out of Home is a key medium for Drinks brands

Leading Drinks brands trust Out of Home £11.7m£8.7m£5.5m £4.4m£1.2m£1.1m £4.8m

People who see a lot of Out of Home are actively interested in drinks brands Young, in full time employment, upscale, high income, mobile, active and highly social Highly social and enjoy drinking with friends, in home but particularly out in bars, pubs, clubs Actively interested in drinks products and happy to share their views with others, both off and online HEAVY OOH CONSUMPTION Heavy consumers of drinks – spirits, beers, lagers and wines. Happy to pay for quality and open to trying new drinks and brands and have a particularly broad repertoire of brands compared to other media

Heavy Out of Home audience is affluent, upmarket and young Source: Exterion Media, TGI Media Neutral quintiles 2014 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium Index base All Adults Index

People who see a lot of posters have strong emotional sector connection Those heavily exposed to Out of Home are also actively interested in, and very likely to influence others about drinks products Source: Exterion Media, TGI Media Neutral quintiles 2014 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium Index base All Adults 123 Index

The Customer Journey 2012 Search from home/work Those seeing OOH ads are more likely to search and learn about companies or products they’ve seen advertised, but people in market for spirits are even more likely to do so People who see posters for Spirits products are more likely to act

The Customer Journey 2012 Search from home/work For those in the Spirits market, more OOH means more search and purchasing

Social drinking happens out of home People meet friends and drink socially. They are “going out” Being in the Out of Home environment is part of the going out feeling It’s a social event - being with friends, the advertising is consumed together

Source: Exterion Media, TGI Media Neutral quintiles 2014 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium Index base All Adults / out of home drinking eg pubs, clubs, bars Index Out of Home audience are social drinkers with broad brand repertoire

People who see a lot of OOH are heavy consumers – in and out of home Those heavily exposed to Out of Home are also heavy consumers of beers, lagers and ciders – both in and out of the home Source: Exterion Media, TGI Media Neutral quintiles 2014 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium Index base All Adults / in and out of home consumption Index

Source: Exterion Media, TGI Media Neutral quintiles 2014 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium Index base All Adults / heavy consumers ‘elsewhere’ Index People who see a lot of OOH are heavy consumers – in and out of home Those heavily exposed to Out of Home are also heavy consumers of spirits brands

Source: Exterion Media, TGI Media Neutral quintiles 2014 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium Index base All Adults / out of home drinking eg pubs, clubs, bars Index People who see a lot of Out of Home are happy to pay more for quality

Out of Home is the classic brand builder *Source: Mindshare “The Brand Building Power of Outdoor” 2010 We are a nation on the move, spending increasing amounts of time outside the home Outdoor advertising messages reach a huge audience and get noticed, particularly by the younger age groups, business professionals and affluent Out of Home confers fame, personality and desirability on brands, boosts online search and there is a strong correlation between heavy Out of Home use and successful or growing brands*

Out of Home is the most visual medium and leaves a lasting branding impression With so many drinks brands, share of mind is vital Vibrant imagery gives extraordinary scale and impact to the brand And anchors a strong visual brand memory in the brain – an important stimulus at point of purchase for a sector such as Drinks where purchase can often be based on what one ‘fancies’ at the time And unlike other media, Out of Home cannot be switched off, put down or turned over

Out of Home can target an audience type, mindset, moment or environment Out of Home can also target discrete audiences in relevant environment you choose, from student campuses to city centre social hotspots and those heading home after work This is useful for contextual messaging and for pinpointing specific audiences eg students, clubbers, business professionals Digital Out of Home screens add further impact with contextual messaging tailored to the mindset and the moment

Out of Home is the “Last window of Influence” It’s the medium which places an ad closest to the point of purchase - delivering the twin virtues of recency and proximity People recall OOH more than any other medium. In ‘The Last Window of Influence’ study there was 88% recall of Out of Home in the half hour before purchase More mobility = more spontaneity Exceptionally high recall + highly social audience = OOH is excellent at prompting impulse purchase

Out of Home is the medium experienced most recently before shopping Recency is a big driver of ad recall and influence Outdoor is overwhelmingly the medium people recall seeing or hearing most recently Source: ‘Last Window of Influence’ study, recalled advertising in last 30 minutes

Out of Home complements TV, online and print in multi-media campaigns Outdoor always delivers net reach and frequency to TV, print and online campaigns Typically the unique attribution to outdoor in mixed media campaign research is between 10% and 40% Brand Science recommends 16%+ of budget goes to outdoor in a mixed media FMCG campaign* *Source: Brand Science Econometrics study 2009

If production costs are included, OOH is the most efficient medium for FMCG brands Revenue return on investment, all media, FMCG Sample Set: All FMCG Results Vault studies with measured Outdoor RROI

Proven effectiveness For FMCG products, Brand Science research now shows the ideal media share for outdoor is 22%