10+ reasons why drink brands should use Outdoor

Social drinking happens out of home People meet friends and drink socially. They are “going out” Being in the outdoor environment is part of the going out feeling Being with friends, the advertising is consumed together

Outdoor creates impulse. We often make drinks decisions ‘on the hoof’ The purchase of drink is often what one ‘fancies’ at the time We are all influenced by images we have seen recently

Proximity to purchase points Purchase points for drinks are always out of home Outdoor offers the nearest advertising to the point of purchase

Recency effect Outdoor is the last branded advertising consumed before shopping Research shows recency aids advertising recall and purchasing behaviour

Outdoor is the strongest medium for visual branding Outdoor is a large, colourful medium that offers great creative opportunity It plants a strong memorable visual image in the minds of consumers

People often travel to have a drink Buses, tubes, trains and taxis are used to go out to have a drink These modes of transport are often the last opportunity to be exposed to advertising

Outdoor builds brand equity - it is a great brand builder Consumers feel outdoor advertised brands are desirable Outdoor creates awareness, familiarity and fame It’s strongly correlated with strong and growing brands. See “Brand Building Power of Outdoor” 2010 research

Controllable placement Outdoor offers great targeting possibilities, in both people and places These include city centre going out areas, shopping centres, mass transit hubs, out of town malls, student campuses, downtown pedestrian precincts...

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

Outdoor audience makes up more spirits drinkers 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 Heavy Newspaper Heavy Magazine Heavy Television Heavy Radio Heavy Internet Malt Whisky Scotch Whisky Dark & Golden Rum Gin Liqueurs Spirits drinkers - last 12 months (millions of people)

Heavy Outdoor audience represents more drinks consumers – beer and cider 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 Heavy Newspaper Heavy Magazine Heavy Television Heavy Radio Heavy Internet Canned Beer & Stout Draught Lager Canned Lager Draught Beer, Mild & Stout Cider Beer and Cider drinkers – last 12 months (millions of people)

Outdoor audience makes up more wine drinkers 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 Heavy Newspaper Heavy Magazine Heavy Television Heavy Radio Heavy Internet Champagne Port Bottled Wine Wine drinkers – last 12 months (millions of people)

Word of mouth: Outdoor audience delivers more influence about drinks brands 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 Adults (000’s)

Outdoor audience consume more alcohol both in and out of home 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 Adults (000’s)

Heavy outdoor pay more for wine, and enjoy a night out 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 Adults (000’s)

Top drinks advertisers trust outdoor Highest spending drinks advertisers in outdoor 2010 (Average expenditure £1.18m) Coca-Cola, Glaxosmithkline, AB Inbev, Diageo, Molson Coors, Innocent, Bacardi Martini, Heineken, Carlsberg, Wells & Youngs, Brown Forman, Red Bull, Beverage Brands, Pepsico, Miller Brands, Unilever, C&C Group, Halewood International, Britvic, Starbucks, Cote du Rhone Wines, Pernod Ricard, Danone, AG Barr, Isklar, Bettys and Taylors, Highland Spring, Strauss Group, Fuller Smith and Turner, UBSN, Gaymer Cider, West Indies Rum and Spirits, First Drinks, Constellation Europe, Tetley Group, Moet Hennessey, Taylors of Harrogate, E&J Gallo Wines, Drink Neuro, SA Brain, WT Foods, Cobra Beer, Edrington Group, JW Lees, Caledonian Brewery, Nestle, Twining