1. The Brand Building Power of Outdoor

3. WE NEEDED TO ESTABLISH THE ROLE OF MEDIA IN BRAND DEVELOPMENT

4. Outdoor builds brands by establishing firm foundations Outdoor sustains strong brands and grows younger brands Outdoor brands are more confident Outdoor drives search

5. The OAA teamed up with Mindshare and Millward Brown to tackle the brand challenge The most comprehensive study of brands in the world

6. Brand Strength Brand Lifestage Typology BrandZ is an annual international study that evaluates brands across several dimensions Brand Personality

7. 2005-09 25 categories 326 brands All mainstream media + = COMPREHENSIVE UNDERSTANDING OF MEDIA AND BRANDS We combined BrandZ with media spend

8. OUTDOOR EMERGES AS A MEDIUM THAT DELIVERS FAME

9. Category coverage Airlines Women’s clothing Banking Beer Bodycare Cars Confectionery Deodorants (M+F) Detergents Ecommerce Face Care Fastfood Fragrances Grocery stores Home Entertainments Insurance IT Software and gaming Luxury cars Mineral water Mobile phone handsets Oral care Portals Soft drinks Mobile telecoms operators

10. The Brand Pyramid represents the strength of consumers’ relationship with a brand BONDING ADVANTAGE PERFORMANCE RELEVANCE PRESENCE Are you part of their lives? Do you exceed their expectations? Do you meet their expectations? Do you cater to their needs? Are consumers familiar with you?

11. PRESENCE is the Foundation of Brand Strength PRESENCE SETS THE LIMITS FOR THE POTENTIAL OF YOUR BRAND PRESENCE

12. And there is a reassuringly strong relationship between Presence and media investment Source: Mindshare/ Millward Brown/ The Nielsen Company – 2009 BrandZ data 29 45 51 62 68 70 No spend Up to £1million £1.1-5million £5.1-10million £10.1-20million £20million+ Annual media spend Average Presence

13. A high score at Presence is symptomatic of market leadership Source: Mindshare/ Millward Brown – 2009 BrandZ data

14. “just about the only thing that successful brands have in common is a kind of fame” Jeremy Bullmore “just about the only thing that successful brands have in common is a kind of fame” Jeremy Bullmore

15. Source: Mindshare/ Millward Brown/ The Nielsen Company – 2009 BrandZ data Annual Media spend A higher Outdoor share is linked to an additional Presence ‘dividend’ for the same level of investment £0-5m £5-20m £20m+

16. Source: Mindshare/ Millward Brown/ The Nielsen Company – 2009 BrandZ data Annual Media spend A higher Outdoor share is linked to an additional Presence ‘dividend’ for the same level of investment £0-5m £5-20m £20m+ Presence with 10% or less invested in outdoor

17. Source: Mindshare/ Millward Brown/ The Nielsen Company – All spending brands The dividend is consistent over five years of analysis

19. OUTDOOR IS LINKED TO THE DEVELOPMENT OF CHAMPION BRANDS

20. Brands can be clustered into typologies Voltage (Growth Potential) 100 Presence 600-55-45-35-25-15-551525354555 Growing Equity (Small stronger and/ or interesting brands) Large Equity (Large Strong Brands) Little Equity (Small weak or new brands) Declining Equity (Large weaker brands) 0 -50 Source: Mindshare/ Millward Brown BrandZ / The Nielsen Company

21. Brands can be clustered into typologies Voltage (Growth Potential) 100 Presence 600-55-45-35-25-15-551525354555 Source: Mindshare/ Millward Brown BrandZ / The Nielsen Company 0 -50 Fading Star Olympic Specialist Classic Defender Little Tiger Clean slate Weak

22. Thriving/ Rising Stagnating/ Declining Stronger brand typologies spend a higher share in outdoor Average 2009 = 9% Source: Mindshare/ Millward Brown BrandZ / The Nielsen Company

23. CLASSIC, OLYMPIAN AND LITTLE TIGERS

26. We can use BrandZ to understand brand personalities

27. Outdoor generates personality Source: Mindshare/ Millward Brown BrandZ / The Nielsen Company

28. OUTDOOR DRIVES SEARCH

29. We modelled search behaviour across four categories: insurance, cars, handsets and travel

30. Only TV and Outdoor were found to drive search Statistically significant impact on search? Outdoor ✓ TV ✓ Radio- Press- Source: Mindshare/The Nielsen Company/ Google Insights for Search

31. In three out of the four categories, outdoor delivered a more cost effective impact on search than TV Source: Mindshare/The Nielsen Company/ Google Insights for Search Note: Press and Radio were found to be insignificant within the modelling.

32. Outdoor builds brands by establishing firm foundations Outdoor brands are more confident Outdoor drives search Outdoor sustains strong brands and grows younger brands