1. Outdoor works for…cosmetic and toiletry brands

2. Outdoor is the most visual medium and leaves a lasting branding impression
Outdoor gives you the largest canvass for your message
Outdoor can anchor a strong visual brand memory in the brain

3. Outdoor has a well established track record for building brands
Outdoor advertising messages get noticed, and all the more by the young and affluent
Outdoor generates high awareness to boost growing and established brands
Mindshare research 2010 found that outdoor builds brand fame and positive associations, drives web search, and is favoured by successful brands*
*Source: Mindshare “The Brand Building Power of Outdoor” 2010

4. 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, 86% of UK adults have seen outdoor ads in the past week

5. Outdoor influences where it counts: right at the point of sale
Outdoor is where 90% of toiletries and cosmetics are purchased
Outdoor media can place an advertising message nearer a retail outlet than any other medium
More than any other medium, it accompanies the shopper on their path to purchase

6. Classy audience The typical outdoor audience is
Young
Active
Social
Upscale
In full time employment
Better paid than average
Mobile
Open to ideas and activities
Willing to try new brands
“the people you most reach with outdoor advertising
are the people you most want to reach”

7. People in the market for cosmetics
OOH-exposed people are more likely to act on ads Those seeing OOH ads are more likely to learn about companies or products they’ve seen advertised, even more so if they are in the market for cosmetics
Across all products
People in the market for cosmetics
Q16

8. People in the market for cosmetics
People in the market for cosmetics are more likely to search because of OOH Across all products, 58% of people have searched for a company, product or service at home or at work because of the outdoor advertising they saw for it. This increases to 67% for people in the market for cosmetics
People in the market for cosmetics
Across all products
Q18

9. For those in the market for cosmetics, more OOH increases likelihood to purchase
More exposure to OOH generates an uplift in web searching and buying, especially at the highest exposure (e.g. 5+ exposures)
Q18, Q20
Un-weighted base sizes:
1 OOH 2 OOH 3 OOH 4 OOH 5+ OOH

10. People in the market for cosmetics
People in the market for cosmetics are more likely to have bought because of OOH One third of the population have bought a product or signed up to a new service as a consequence of seeing some outdoor advertising. This increases to 44% amongst those in the market for cosmetics.
Across all products
People in the market for cosmetics
Q20

11. Outdoor complements TV, online and print in multi-media campaigns
Outdoor always delivers net reach and frequency to TV, print and online campaigns
Typically the unique attribution to outdoor in mixed media campaign research is between 10% and 40%
Brand Science recommends 16%+ of budget goes to outdoor in a mixed media FMCG campaign*
*Source: Brand Science Econometrics study 2009

12. Outdoor delivers high discretionary spenders in all the best locations
The outdoor audience enjoys high disposable income and loves nothing more than shopping
Outdoor media accompany the shoppers’ journey to all the classiest outlets
You can influence a purchase at department stores, at duty free, or in the High St nationwide

13. Outdoor allows brands to compete for consumers’ share of mind
With so many toiletries and cosmetics brands, share of mind is vital
You need a competitive medium to put your brand message to work
Placing a visual brand message in front of shoppers acts as a stimulus to purchase

14. Outdoor is a great directional medium and can activate a purchase
Everyone sees Outdoor: it dominates the high street and the mall
Outdoor can be a great reminder and directional tool, prompting an impulse visit to store

15. Outdoor appeals to the senses and creates engagement
High levels of creativity mean that you can experience the product before buying
Outdoor can appeal to multiple senses – sight and smell!
Outdoor can create engagement even with the low interest products

16. Outdoor can target an audience type, mindset, moment or environment
Outdoor reaches a relevant audience in the environment you choose
Targeting can range from students to duty free shoppers clubbers, to regular gym-goers

17. Malls are the new frontier: a more relaxed shop with high typical spend patterns
Outdoor advertising brings colour to the mall
Mall goers are young, high-spending and keen to look their best
Beauty products, toiletries and perfumes present exceptionally well in malls

18. Proven effective
Outdoor reaches the right audience with the right message in the right place
We are building a library of case studies which support the use of outdoor as a standalone medium, and as an adjunct to other media

19. Outdoor is the medium experienced most recently before shopping
Recency is a big driver of ad recall and influence
Outdoor is overwhelmingly the medium shoppers recall seeing or hearing most recently
Source: Ipsos DMMA, 506 respondents in diverse shopping environments

20. The leading toiletries and cosmetics brands trust outdoor
Top 40 toiletries and cosmetics advertisers Jan-December 2010 spent on average £613K on outdoor (source: NMR data)
Unilever, Procter & Gamble, Glaxosmithkline, Beiersdorf, L’Oréal, Chanel, Garnier, Bourjois, Johnson & Johnson, Estée Lauder, Clinique, Parfums Christian Dior, Wilkinson Sword, Maybelline, Boots the Chemists, L’Oréal luxury products, Clarins, Coty Prestige, Colgate Palmolive, Alberto Culver, Kenneth Green Associates, PZ Cussons, Kimberly Clark, SCA Hygiene Products, Coty UK, Puig, Asda Stores , GHD Hair Products, Schwarzkopf, Elizabeth Arden, Decleor, Essensuals Hair, Bare Escentuals, Jigsaw, Gentle Beauty Co, Sara Lee Personal Care, Scissors salons, Bobbi Brown, Paul Henri hairdressers, Trevor Sorbie salons, Revlon International

21. If production costs are included, Outdoor is the most efficient medium for FMCG brands
Revenue return on investment, all media, FMCG
Sample Set: All FMCG Results Vault studies ( ) with measured Outdoor RROI

22. 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)

23. More mobile = more spontaneous
Q: What sort of products are you likely to buy spontaneously?
Across a range of different consumer product fields (clothing, magazines, music, cosmetics and toiletries, entertainment) the answer came back the same. There is a spontaneity to the heavier outdoor group’s purchasing behaviour which is not found in the other two groups. The more time people spend out of home, the more they act on impulse, which again makes them an excellent target for trying new brands and responding to ads on the street.
Source: Mobile Pound Research, Dipsticks Research
Base: 1100 London interviews

24. Ready-made audience with a serious interest in healthy living
Adult 000’s
Source: CBS Outdoor, TGI Media Neutral quintiles 2013
“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

25. More mobile people spend more freely
The 2005 UK study “The Mobile Pound” set out to find out the behavioural differences between 1,100 Londoners, segmenting them according to the time they spend out of home, rather than the traditional demographics. It turns out that the heavy outdoor group (15 or more hours out of home per week) were more likely to spend more, were more impulsive and enjoyed spending more than the medium group (5 to 15 hours), or the light group (less than 5 hours). The very fact of them being out more makes them a more attractive group to advertisers.
Source: Mobile Pound Research, Dipsticks Research
Base: 1100 London interviews

26. Heavy outdoor audience is more affluent than other other media
Adult 000’s
Source: CBS Outdoor, TGI Media Neutral quintiles 2013
“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

27. Top cosmetics and toiletries advertisers trust outdoor
Top 40 high spending cosmetics and toiletries advertisers in outdoor 2013 (Average expenditure £737k)
Unilever, Chanel, Estee Lauder, Christian Dior, Church & Dwight, Clinique, Beiersdorf, Garnier, Loreal, Kg Kenneth Green, Glaxosmithkline, Colgate Palmolive, Puig, Loreal Paris, Johnson & Johnson, Pz Cussons, Coty Prestige Uk Ltd, Ddd, Toni & Guy, Clarins, Burberry, Philips Consumer Lifestyle, Bpi Beaute Prestige, Mac Cosmetics, John Frieda, Bare Escentuals, Ghd, Asda, Bobbi Brown, Sas & Co, Creme De La Mer, Sca Hygiene Products, Sa Designer Parfums, Coty, Kerastase, Astalift, Jo Malone, Sylphar, House Of Fraser, Harvey Nichols
Source: Nielsen Media Research