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Ten reasons why_retail

Date post:01-Dec-2014
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advertising,outdoor advertising
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  • 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 cant 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. Light Mobility
Moderate Mobility
Heavy Mobility
More mobile people make more frequent shopping trips
Go top up food shopping on way home from work twice a week or more
Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews
15. 85% bought or expect to buy something
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?
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 000s
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

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