Outdoor works for….food brands

Source: TGI 2013/Exterion MediaTop Indexing Lifestyle statements (DA/TA) Heavy OOH Definitely / Tend to agree with…. “ I eat snacks on the go rather than a proper meal” (119) “News on food impacts my dietary habits” (115) “We rarely sit down together for a meal as a family” (112) “I like to eat take away meals” (110) “It’s worth paying extra for organic food” (110) “Our family spends a lot on food” (109) “prepared to pay more for food with no artificial ingredients” (109) Heavy OOH Definitely / Tend to agree with…. “ I eat snacks on the go rather than a proper meal” (119) “News on food impacts my dietary habits” (115) “We rarely sit down together for a meal as a family” (112) “I like to eat take away meals” (110) “It’s worth paying extra for organic food” (110) “Our family spends a lot on food” (109) “prepared to pay more for food with no artificial ingredients” (109) The OOH audience are interested in food and snacking

Ability to target a specific audience The wide range of formats and environments means you can target specific audiences in relevant environments As well as housewives, you can target students, drivers, airline travellers, commuters, nurses, bar goers, cinema aficionados...

Outdoor is a proven brand builder Outdoor is the most visual medium and can place a visually arresting image in front of consumers That image carries through to point of sale and triggers packshot recognition

Outdoor is the “Last window of Influence” It’s the medium which places an ad closest to the point of purchase Outdoor delivers the twin virtues of recency and proximity In an Ipsos study, more than 88% of shoppers had seen and recalled Outdoor in the half hour before shopping

Outdoor complements other media Research shows that outdoor can add cover and frequency to every TV, press or online campaign What is more, Outdoor makes both TV and press campaigns more effective* *Brand Science Econometrics research

Outdoor drives impulse purchase More than any other medium, Outdoor can stimulate an impulse buy Outdoor can prompt a spontaneous purchase or remind of a planned one The more mobile the consumer, the more spontaneous the shopping* *Source: CBS Outdoor The Mobile Pound

Outdoor audience is young, mobile, likely to eat on the go The outdoor audience is predominantly young, and likely to be studying or in full time employment Being mobile, they shop spontaneously and can be influenced by strategically placed messages *Source: CBS Outdoor The Mobile Pound

Outdoor creates iconic brand images Outdoor’s iconic sites offer the most colourful branding opportunity anywhere Vibrant imagery gives extraordinary scale and impact to the brand

Outdoor creates product experience The combination of advertising + sampling engages customers and create a more memorable experience

Outdoor delivers high ROI Research has shown that outdoor offers high ROI Brand Science econometric research suggests that Outdoor should be given 16% share for FMCG campaigns

Outdoor delivers the opportunity to prompt purchase

Proven effective Research has shown that Outdoor really works to drive food sales In 2009 Brand Science econometric study, Outdoor was found to be as effective as TV

Outdoor audience is a ready made large audience for foods and snacks Adult 000s Source: Exterion Media, TGI Media Neutral quintiles 2013 “Heavy” quintile is the 20% of the media audience who consume that medium most, i.e. the most typical consumer of that medium

Outdoor audience spends most on snacks £ millions Source: Exterion Media, TGI Media Neutral quintiles 2013 “Heavy” quintile is the 20% of the media audience who consume that medium most, i.e. the most typical consumer of that medium

Word of Mouth: Outdoor audience most likely to influence others about foods Adult 000s Source: Exterion Media, TGI Media Neutral quintiles 2013 “Heavy” quintile is the 20% of the media audience who consume that medium most, i.e. the most typical consumer of that medium

Leading food advertisers trust outdoor Top spending 40 food advertisers in outdoor 2013 (average spend £1.2m) Asda, Unilever, Cadbury Trebor Bassett, Cooperative Food, Tesco, Mccain, Arla Foods, Wm Morrison, Nestle, Sainsbury's, Danone, Premier Foods, Wrigley, Kraft Foods, Mars Confectionery, Jordans & Ryvita, United Biscuits Mcvities, Lidl, Ferrero, Weetabix, Kellogg's, Burton's Biscuit Co, Waitrose, Perfetti Van Melle, Nutricia, Muller, Mission Foods, Bear, Omsco Organic Milk, Warburtons, Mars, Quality Meat Scotland, R&r Ice Cream, Hj Heinz Aldi, Bel, Popchips, Hain Daniels, Chobani, Phileas Fogg Source: Nielsen Media Research