1. 10+ reasons why retail brands should use Outdoor

2. Outdoor is a great point of sale medium
Outdoor can place a message nearer a retail outlet than any other medium

3. Operational efficiency now attracting large supermarket chains
The medium can now deal operationally with short term, price sensitive campaigns and faster cycles
Large retailers like Tesco are now using this greater flexibility to great effect

4. Outdoor delivers a proven high ROI for retail brands
Econometric research from Brand Science shows that Outdoor delivers high ROI to retail clients
High ROI for every pound invested

5. Outdoor has national, regional and local capability: precision targeting
Outdoor can be bought nationally, regionally or locally with great precision
Select by road type, proximity distance or catchment area with no wastage

6. Outdoor delivers high awareness: essential for openings, sales, or every day
Outdoor gives high brand awareness for retailers to establish and grow their brands

7. Outdoor is a high impact medium with very high levels of attention
Outdoor gets noticed. It can’t be switched on, or turned over
According to TGI 2010, 97% of UK adults have seen outdoor advertising in the past week

8. Outdoor allows advertisers to be competitive
In a competitive market where share is vital, an advertiser needs a competitive medium

9. Outdoor is a great directional medium and can activate a visit
Everyone sees Outdoor
It can be a great reminder and directional tool, prompting an impulse visit to store
For online retail too, Mindshare research* found Outdoor to be more effective than TV, radio and print for driving brand search on the internet
* “The Branding Power of Outdoor” Mindshare 2010

10. Outdoor can target an audience type, mindset or moment
Outdoor reaches the relevant audience and can stimulate a buying decision
Targeting can range from students to duty free shoppers, harassed mums or grey panthers

11. Outdoor is the most visual medium: best for leaving a lasting branding impression
Outdoor advertising messages get noticed
They are capable of anchoring a strong visual brand memory in the brain
This can be triggered again at point of sale

12. Proven effective
Retail brands are one of the fastest growing areas for outdoor
Retail brand count is increasing
Proven effective for Tesco, M&S, KFC, H&M, Westfield, Pizza Hut…

13. Outdoor is the medium experienced most recently before shopping
Advertising messages get noticed
Outdoor overwhelmingly the most recent medium
Source: Ipsos DMMA, 506 respondents in diverse shopping environments

14. More mobile people make more frequent shopping trips
Go ‘top up’ food shopping on way home from work twice a week or more
Since they are out and about more, it’s no surprise that they make more total shopping trips too. Almost half the heavily mobile group, male and female, top up their home grocery shopping by visiting the shops twice a week or more. It looks as if their likelihood to shop is directly affected by their availability to shop. Good news for shops!
Light Mobility
Moderate Mobility
Heavy Mobility
Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews

15. Receptive audience: most people on the street are buying something
Q: Have you bought or do you expect to buy anything during this trip out today?
85% bought or expect to buy something
“You don’t leave home without your wallet”. That means consumers out of home are always in a position to make a purchase. What is more, the people you see on the street are not just a random cross-section of people. They are more valuable than that: they are people on a mission to spend. This is substantiated by 2006 Clark Chapman findings which show that 85% of people on the street at any time have bought something or intend to buy something on that specific trip out of home.
Source: London Shopper Survey, Clark Chapman Research (324 random London street intercept interviews)

16. Outdoor audience is the biggest audience for retailers and centres
Adult 000’s
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

17. Leading retail advertisers trust Outdoor
Top retail advertisers in Outdoor 2010 (average spend £1.34m)
McDonalds, Marks & Spencer, Kentucky Fried Chicken, Tesco, H&M Hennes, Asda Stores, Burger King, Specsavers, Matalan, Pizza Hut, Waitrose, Currys Group, JD Sports, Wm Morrison, Sainsburys, Miss Sixty, Iceland, Decathlon, Capital Shopping Centre, John Lewis, Sunway, TK Maxx, Go Outdoors, Uniqlo, Best Buy, Cooperative food, Eric N Smith Jeweller, Harrods, Land Securities, Realm Shopping Centre, Westfield, McArthur Glen, HMV Music, B&Q, Magnet, Clas Ohlson, Trafford Centre, Mango, Tiffany & Co, Dolce & Gabbana, House of Fraser, Oracle Shopping Centre, Vision Express, Boots the Chemist, Selfridges
Source: Nielsen Media Research