10+ reasons why finance brands should use Outdoor

The people you reach most with outdoor are the people you most want to reach Mobility is strongly correlated to affluence The heaviest outdoor audience, ie those seeing the most outdoor ads, have the most disposable income Outdoor fills an important gap by over-delivering light TV viewers

Outdoor offers real scale and impact to financial advertisers The outdoor medium can generate unmissable messages Large format ads are great announcement vehicles. They bestow importance and credibility onto brands

Outdoor is proven to build strong brand equity According to Mindshare research*, confident and successful brands over- invest in outdoor (11%+ share of media spend) Such outdoor brands score highly against attributes such as “desirable”, “trustworthy”, “wise”, “straightforward” and “fun” *Mindshare “The Brand Building Power of Outdoor 2010”

Outdoor is the most visual medium Outdoor cannot be missed, turned off, switched over or zapped It’s the most visual medium and it is tremendous for branding, awareness and recognition

Placement capability = ability to target by audience, context, mindset Different formats offer diverse but well-defined audience targeting opportunities This is useful for context / mindset and for pinpointing eg high net worth individuals, commuters, homeowners, students, drivers etc

Outdoor delivers audiences other brands cannot reach Outdoor delivers high levels of coverage and frequency In mixed media campaigns, outdoor typically adds 10%-15% net audience reach, and more than doubles the OTS delivery

24 hours a day, seven days a week The message is always visible People constantly think about their finances, so it makes sense to have continuous presence

Outdoor can offer colourful life and street presence to financial campaigns Outdoor offers creative opportunity to excite and raise awareness with the use of colour Important in a sector where colours are “owned” by brands

Top financial advertisers trust outdoor Biggest spending 50 finance advertisers in outdoor 2010 (average spend £1.1m) Lloyds TSB, Santander, Natwest, Halifax, Nationwide, Royal Bank of Scotland, American Express, Confused.com, Aviva, Swiftcover, Capital One, HSBC, Axa Sun Life, Accenture, Barclays, Bank of Scotland, LV Group, Hiscox, Mastercard, ING, Standard Life, More Than, Admiral, Henderson Global, Zurich Bank, First Direct, Jupiter Unit Trust, Insure & Go, Diners Club, Artemis, Tesco Bank, Visa, Forex Capital Markets, Allianz Cornhill, Zurich Insurance, Columbus Travel Insurance, Investec Bank, Fidelity, Paypal, Tradepoint, Neptune, Travelex, Western Union, Aberd Asset Managers, JPMorgan Chase, Experian, Endsleigh Insurance, Guarantee Trust, Clydesdale Bank, Cooperative Financial Services Source: Nielsen Media Research

Proven effective Brand Science research shows the ROI for Finance advertisers using outdoor (see research section on Outdoor Media Centre website) A number of recent case studies have attested to the power of outdoor

Outdoor audience have higher personal and family incomes 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 Adult 000’s

Outdoor audience discuss financial services 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 Adult 000’s

Outdoor audience represents more investors in insurance, ISAs, mortgages 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 Adult 000’s

Outdoor audience represents more owners of credit cards and loans 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 Adult 000’s Heavy Outdoor Heavy Newspaper Heavy Magazine Heavy TelevisionHeavy RadioHeavy Internet Have a loan Own 3 or more credit cards Own a credit card

Outdoor audience represents more insurance policy holders and investors 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

Outdoor audience most interested in financial services advertising 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