10+ reasons why entertainment and media brands should use Outdoor

Quick cover build Outdoor is ideal for getting a message across to a large audience in a hurry It delivers cover build quickly, achieving both high coverage and frequency

Launch platform Outdoor is a great medium to launch a new product Most campaigns for films, books, shows, TV programmes and CDs are launches

A truly broadcast medium 86% of UK adults have seen outdoor advertising in the past week (TGI) Irrespective of budget, target audience and geography, you can always find a suitable range of outdoor media

Outdoor is the classic brand builder Outdoor offers a tremendous platform for creating brand familiarity* Outdoor confers personality on brands and boosts online search* There is a strong correlation between heavy outdoor use and successful or growing brands* * The Brand Building Power of Outdoor research, Mindshare, October 2010

The right audience in the right place The audience you reach most with Outdoor is the audience you most want to reach The heavy Outdoor audience is young, in full time employment, and upscale With cash to splash, they want to be informed and entertained

Outdoor reaches you in the right mindset: ready for inspiration The majority of UK adults find outdoor advertising helpful They say they have acted on ideas they have seen advertised

The media’s medium By far the largest product category using Outdoor is Media and Entertainment Outdoor is the medium on which other media choose to promote their own You’re placing a new idea, reinforcing a preference, acting as a timely reminder, stimulating a change

“Out now” – that is where you should be too When a brand advertises in outdoor media, consumers know it is “out” and ready to be consumed That is true of books, films, magazine issues, music releases and price promotions There’s no better announcement vehicle

It’s a showcase for ideas on what to do and see People on the move out of home are on the lookout for things to do They consciously take in suggestions from media they see Tourists very often consume no other UK media but they do see attractions advertising

Outdoor is a visual medium – a huge canvas for your ideas The most visual medium suits a visual product like media Outdoor instantly conveys an image of what is on offer, plants it in the brain That visual recall of packshot or image is important at point of sale

Be (multi) local – own the area! When you advertise in Outdoor, you put down a marker People expect to be able to find you in that area (in a shop, in a cinema, on the radio dial) You dominate the environment and make the territory your own

Outdoor audience influential in persuading others about TV (000) 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 offers keenest approach to music (000) 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 offers highest annual outlay on DVDs £m 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

Source: YouGov survey of 1,692 respondents, May 2011 Entertainment campaigns get noticed “ Which of the following have you seen advertised recently using outdoor advertising – New films, TV programmes, theatrical shows, books and music?”

Leading entertainment advertisers trust outdoor Top spending 40 entertainment advertisers in outdoor (average spend £3.1m) McDonalds, Kentucky Fried Chicken, Universal Pictures, Twentieth Century Fox Film, Warner Bros, Sony Pictures, E1 Entertainment, Lionsgate Entertainment, Momentum Pictures, Paramount Pictures, Subway, Warner Music, Dominos Pizza, Aka Promotion, Sony Music, Studiocanal, Camelot, Burger King, Buena Vista Intl, Youview TV, Universal Pictures, Historic Royal Palaces, Penguin Group, Vertigo Films, Costa Coffee, Health Lottery, E1 Entertainment Home, Transworld Publishers, Ambassador Thtr Grp, Tate Gallery, Random House Publishing, Cassava Enterprises, Virgin Active, Raymond Gubbay Exh, Harper Collins, Warner Home Video, Merlin Entertainments Grp, Universal Music, Twentieth Century Fox Home Ent Source: Nielsen Media Research