Why Outdoor works for... drink brands

0

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

140,000,000

160,000,000

180,000,000

200,000,000 179,422,388

99,131,410

72,821,286 72,679,277

54,653,670 48,824,138 43,230,568 32,572,638 30,388,280 28,447,348

Entertainment & Leisure Telecoms Drink Finance Food Travel & Transport Motors

Govt,social,political Organis Retail

Out of Home is a key medium for Drinks brands

Leading Drinks brands trust Out of Home

£11.7m £8.7m £5.5m

£4.4m £1.2m £1.1m

£4.8m

People who see a lot of Out of Home are actively interested in drinks brands

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

Highly social and enjoy drinking with friends, in home but particularly out

in bars, pubs, clubs

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

HEAVYOOH CONSUMPTION

Heavy consumers of drinks – spirits, beers, lagers and wines.Happy to pay for quality and opento trying new drinks and brandsand have a particularly broadrepertoire of brands compared toother media

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

People who see a lot of posters have strong emotional sector connection

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

200

149 153 151

177

158144 149 153

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

0

25

50

75

100

125

150

I really like to try new drinks

123

Index

Looked at drinks company or product Learnt about drinks company or product

47%

40%

29%

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 spirits are even more likely to do so

People who see posters for Spirits products are more likely to act

The Customer Journey 2012Search from home/work

For those in the Spirits market, more OOH means more search and purchasing

Search internet at home / work

Search internet when mobile

Search internet anywhere Buy because of OOH0%

20%

40%

60%

80%

100%

50%

11%

56%

28%

65%

8%

68%

33%

55%

13%

62%

39%

63%

14%

68%

37%

83%

21%

87%

62%

1 OOH 2 OOH 3 OOH 4 OOH 5+ OOH

Social drinking happens out of home

• People meet friends and drink socially. They are “going out”

• Being in the Out of Home environment is part of the going out feeling

• It’s a social event - being with friends, the advertising is consumed together

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 / out of home drinking eg pubs, clubs, bars

Volume drinks consumed out of home

Regularly drink out of home Heavy repertoire drinks brands0.0

20.0

40.0

60.0

80.0

100.0

120.0

140.0

121 120127

116

103

83

112117

124

110 106 108

9499

114

8477

88

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

Index

Out of Home audience are social drinkers with broad brand repertoire

People who see a lot of OOH are heavy consumers – in and out of home

Bottled beer and stout Alcohol free lager Bottled lager Cans lager Cider0

100

200

148136 130 128 121

Those heavily exposed to Out of Home are also heavy consumers of beers, lagers and ciders – both in and out of the home

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 / in and out of home consumption

Index

Heavy Users - Gin Heavy Users - Pre-Mixed Spirits & Cocktails (Ready-made) & Al-

coholic Carbonates

Heavy Users - Scotch Whisky Heavy Users - Brandy, Cognac, Armagnac & Calvados

Heavy Users - Malt Whisky 0

100

200

300

191 180

135 130 124

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 consumers ‘elsewhere’

Index

People who see a lot of OOH are heavy consumers – in and out of home

Those heavily exposed to Out of Home are also heavy consumers of spirits brands

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 / out of home drinking eg pubs, clubs, bars

I Am Prepared To Pay More For Good Quality Wine It's Worth Paying Extra For Good Quality Beer0.0

20.0

40.0

60.0

80.0

100.0

120.0

140.0

116 114114

99

112 113106

114105 103

73

90

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

Index

People who see a lot of Out of Home are happy to pay more for quality

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

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

Out of Home is the most visual medium and leaves a lasting branding impression• With so many drinks 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 at point of purchase for a sector such as Drinks where purchase can often be based on what one ‘fancies’ at the time

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

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

• Out of Home can also target discrete audiences in relevant environment you choose, from student campuses to city centre social hotspots and those heading home after work

• This is useful for contextual messaging and for pinpointing specific audiences eg students, clubbers, business professionals

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

Out of Home is the “Last window of Influence”• It’s the medium which places an

ad closest to the point of purchase - delivering the twin virtues of recency and proximity

• People recall OOH more than any other medium. In ‘The Last Window of Influence’ study there was 88% recall of Out of Home in the half hour before purchase

• More mobility = more spontaneity

• Exceptionally high recall + highly social audience = OOH is excellent at prompting impulse purchase

Out of Home is the medium experienced most recently before shopping

• Recency is a big driver of ad recall and influence

• Outdoor is overwhelmingly the medium people recall seeing or hearing most recently Seen or heard advertising 30 mins before shopping

88%

18%

10% 8%

Outdoor Radio TV Internet

Source: ‘Last Window of Influence’ study, recalled advertising in last 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%

• Brand Science recommends 16%+ of budget goes to outdoor in a mixed media FMCG campaign**Source: Brand Science Econometrics study 2009

Cinema Radio Online DM Print Outdoor TV£0.00

£0.20

£0.40

£0.60

£0.80

£1.00

£1.20

£1.40

£0.09 £0.12

£0.26£0.34 £0.35

£1.15 £1.12

Re

ve

nu

e R

OI

If production costs are included, OOH 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

Proven effectiveness

• For FMCG products, Brand Science research now shows the ideal media share for outdoor is 22%