Outdoor works for…

Travel brands

£5.9m

EE

£4.1m £3.9m £2m £1.9m

£1.8m £1.6m £990k £970k £920k

Leading Travel & Transport brands trust Out of Home

People who see a lot of Out of Home are active and frequent travellers

Young, in full timeemployment, upscale,high income, mobile,and active

Regular travellers, active mindset

Actively interested in travel and transport products and happy to share their views with others, both off and online

HEAVYOOH CONSUMPTION

Travel abroad frequently on bothbusiness and leisure and so areactively interested in the sector. Favoured modes of travel are airand for European-based holidays,car too. Enjoy a mix of holidays,active and beach but have a senseof adventure and like to bepampered.

Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base All Adults

Traveled by Air past 12mths 1-4 Business Trips past 12mths

Holiday abroad past 12mths0.0

20.0

40.0

60.0

80.0

100.0

120.0

140.0

160.0

112

134

10797

86

101110

121

101101 101 104100 101 104

7971 73

Heavy OOH Heavy Newspapers Heavy Internet Heavy Radio Heavy Magazines Heavy TV

Index

People heavily exposed to OOH are heavy business and leisure travellers

Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base All Adults

People heavily exposed to OOH take a broad range of holidays

Beach holiday past 12mths Golfing holiday past 12mths Skiing/winter sports past 12mths

0.0

20.0

40.0

60.0

80.0

100.0

120.0

140.0

160.0

180.0

105

152

171

103

143

159

100

87

64

98

114

49

98

82

143

8591

30

Heavy OOH Heavy Magazines Heavy Radio Heavy Newspapers Heavy Internet Heavy TV

Index

Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base All Adults

% highest spend on holidays/short breaks past 12 mths0.0

5.0

10.0

15.0

20.0

25.0

21

17 1716

1513

Heavy OOH Heavy Internet Heavy Radio Heavy Newspapers Heavy TV Heavy Magazines

%

Heavy Outdoor audience spend more on holidays and short breaks

People who see a lot of OOH are active and frequent travellers

I like holidays where activities are organ-ised

I like to take holidays off the beaten track

I like the idea of travelling abroad I try to go somewhere different every time

0

100

200

136118 114 112

Those heavily exposed to Out of Home like travelling abroad particularly where activities are organised but still have a sense of adventure

Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base All Adults

Index

People exposed to lots of OOH have strong emotional connection with Travel

Extensive knowledge of

sector

Very likely to convince others

on brands_sector

Post comments/views about sector on-

line

Sector Cham-pions

Sector Connec-tors (connect

regularly)

Sector Influ-encers (influ-ence many

people)

Sector Mavens (knowledge exchangers)

Sector Salespeople (highly per-

suasive)

0

100

122

137 133 128 128 125 122

137

Those heavily exposed to Out of Home are also actively interested in, and very likely to influence others about travel products

Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base All Adults

I really like to try new drinks

75%

Index

Learnt about travel companies and products

Looked at travel products

41%

33%

23%

13%

Seen OOH Not seen OOH

The Customer Journey 2012Search from home/work

Those seeing OOH ads are more likely to search and learn about companies or products they’ve seen advertised, but people in market for Travel are even more likely to do so

People who see posters for Travel & Transport products are more likely to act

Out of Home drives web search for travel brands, more than TV, press and radio

Travel brands0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0% 5.5%

3.5%

Outdoor TV

• Mindshare research shows that Out of Home drives web search volume for the advertised brand

• Outdoor generates more search than TV, press and radio

Source: Mindshare “The Branding Power of Outdoor”

Increase in travel brand online search volume caused by £1m advertising.

Note: press and radio were found to have negligible effect

The Customer Journey 2012Search from home/work

For those in the Travel market, more OOH means more search & purchasing

Search internet at home / work

Search internet when mobile

Search internet anywhere Buy because of OOH0%

20%

40%

60%

80%

100%

47%

9%

50%

25%

55%

7%

58%

26%

51%

10%

55%

34%

61%

11%

64%

34%

78%

17%

82%

58%

1 OOH 2 OOH 3 OOH 4 OOH 5+ OOH

Out of Home is the classic brand builder

*Source: Mindshare “The Brand Building Power of Outdoor” 2010

• We are a nation on the move, spending increasing amounts of time outside the home

• Outdoor advertising messages reach a huge audience and get noticed, particularly by the younger age groups, business professionals and affluent families

• Out of Home confers fame, personality and desirability on brands, boosts online search. There is also a strong correlation between heavy Out of Home use and successful or growing brands*

Heavy Out of Home audience is affluent, upmarket and young

Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base All Adults

Heavy OOH Heavy Newspapers Heavy Radio Heavy Magazines Heavy TV0

20

40

60

80

100

120

140

160144

106 102 99

49

123

92 88

116

48

120

21

42

99 97107

100 97 98

70

Earn £30k+ personal income Earn £50k family income15-24yrs ABC1

Index

Out of Home is the most visual medium and leaves a lasting branding impression

• With so many strong travel brands, share of mind is vital

• Vibrant imagery gives extraordinary scale and impact to the brand

• And anchors a strong visual brand memory in the brain – an important stimulus for people thinking about holidays and those ready to purchase

• And unlike other media, Out of Home cannot be switched off, put down or turned over

Travel and holiday destinations campaigns get noticed with outdoor

“Have you seen outdoor advertising for travel and holiday destinations recently?”

Source: YouGov, August 2012Urban are those who live or work in cities or towns

Out of Home delivers the most relevant environment for Travel brands

• Travel brands can communicate when consumers are in transit across very diverse environments

• They are in a travel mindset, mobile, already pre-disposed to the idea

Out of Home can target an audience type, mindset, moment or environment

• Out of Home can also target discrete audiences in relevant environments at key times of year

• This is useful for contextual messaging and pinpointing specific audiences eg business or leisure travellers, promoting long-haul travel to would-be travellers driving home in winter, in departures or arrivals etc

• Digital Out of Home screens add further impact with contextual messaging tailored to the mindset and the moment

OOH provides immediacy and consumer engagement

OOH provides immediacy and consumer engagement

…and driving them to book

OOH provides immediacy and consumer engagement

OOH provides continuity

• Not only an ongoing brand presence

• But also with travel bookings being a twelve month market, brands need to keep their travel offers in view on a continuous basis

Out of Home is the “Last window of Influence”• As well as driving online search

and purchase, Out of Home is also the medium which can place an ad closest to a transport hub, travel agent or bureau de change - delivering the twin virtues of recency and proximity

• A recent study showed 88% recall of Out of Home in the half hour before purchase

• With travel bookings being a 12 month market, advertisers need to keep their travel offers in view on a continuous basis

Seen Any Ads Anytime Seen any OOH Anytime Seen Any Ads Past 30 minutes

Seen Any OOH Past 30 minutes

98%90%

43%34%

Source: Last Window of Influence studyBase: All Shoppers/Those intending to visit travel agents today

Over 1/3 of those intending to visit a travel agents have seen OOH in the past 30 mins

Visitors to travel agents, 34% have seen OOH in past 30 minutes

Out of Home 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%

Out of Home TV Radio Online Print£0

£6

£5.01

£4.29

£3.08

£2.49 £2.43

Source: BrandScience Travel

Outdoor offers best return on investment (ROI analysis of travel campaigns)