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10+ reasons why finance brands should use Outdoor
10+ reasons why finance brands should use Outdoor
The people you reach most with outdoor are the people you most want to reach
• Mobility is strongly correlated to affluence
• The heaviest outdoor audience, ie those seeing the most outdoor ads, have the most disposable income
• Outdoor fills an important gap by over-delivering light TV viewers
Outdoor offers real scale and impact to financial advertisers
• The outdoor medium can generate unmissable messages
• Large format ads are great announcement vehicles. They bestow importance and credibility onto brands
Outdoor is proven to build strong brand equity
• According to Mindshare research*, confident and successful brands over-invest in outdoor (11%+ share of media spend)
• Such outdoor brands score highly against attributes such as “desirable”, “trustworthy”, “wise”, “straightforward” and “fun”
*Mindshare “The Brand Building Power of Outdoor 2010”
Outdoor is the most visual medium
• Outdoor cannot be missed, turned off, switched over or zapped
• It’s the most visual medium and it is tremendous for branding, awareness and recognition
Placement capability = ability to target by audience, context, mindset
• Different formats offer diverse but well-defined audience targeting opportunities
• This is useful for context / mindset and for pinpointing eg high net worth individuals, commuters, homeowners, students, drivers etc
Outdoor delivers audiences other brands cannot reach
• Outdoor delivers high levels of coverage and frequency
• In mixed media campaigns, outdoor typically adds 10%-15% net audience reach, and more than doubles the OTS delivery
24 hours a day, seven days a week
• The message is always visible
• People constantly think about their finances, so it makes sense to have continuous presence
Outdoor can offer colourful life and street presence to financial campaigns
• Outdoor offers creative opportunity to excite and raise awareness with the use of colour
• Important in a sector where colours are “owned” by brands
Top financial advertisers trust outdoor
Biggest spending 50 finance advertisers in outdoor 2010 (average spend £1.1m)
Lloyds TSB, Santander, Natwest, Halifax, Nationwide, Royal Bank of Scotland, American Express, Confused.com, Aviva, Swiftcover, Capital One, HSBC, Axa Sun Life, Accenture, Barclays, Bank of Scotland, LV Group, Hiscox, Mastercard, ING, Standard Life, More Than, Admiral, Henderson Global, Zurich Bank, First Direct, Jupiter Unit Trust, Insure & Go, Diners Club, Artemis, Tesco Bank, Visa, Forex Capital Markets, Allianz Cornhill, Zurich Insurance, Columbus Travel Insurance, Investec Bank, Fidelity, Paypal, Tradepoint, Neptune, Travelex, Western Union, Aberd Asset Managers, JPMorgan Chase, Experian, Endsleigh Insurance, Guarantee Trust, Clydesdale Bank, Cooperative Financial Services
Source: Nielsen Media Research
Proven effective
• Brand Science research shows the ROI for Finance advertisers using outdoor (see research section on Outdoor Media Centre website)
• A number of recent case studies have attested to the power of outdoor
Outdoor audience represents more investors in shares, ISAs, mortgages
ISA Mortgage Stocks, shares, unit trusts0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000 Heavy outdoor
Heavy internet
Heavy radio
Heavy cinema
Heavy TV
Heavy magazines
Heavy newspapers
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
Adult 000’s
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
Heavy outdoor
Heavy radio
Heavy newspapers
Heavy internet
Heavy TV
Heavy magazines
Heavy cinema
Outdoor audience represents more insurance policy holders
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
Word of mouth: Outdoor audience most likely to influence others about finance
0
1,000
2,000
3,000
4,000
5,000
6,000Heavy outdoor
Heavy internet
Heavy radio
Heavy cinema
Heavy TV
Heavy magazines
Heavy newspapers
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
Financial champions
Financial salespeople
Financial mavens
Financial connectors
0 100 200 300 400 500 600 700 800
Heavy outdoor
Heavy internet
Heavy cinema
Heavy radio
Heavy TV
Heavy newspapers
Heavy magazines
Word of mouth: Outdoor audience most likely to influence, recommend, champion
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
