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Introduction
• The following slides are not intended to be sequential
• They represent a selection of perspectives which you may find informative in planning media
• We are happy to engage in debate on all these views and are interested to add more points in support of Outdoor
• You may also wish to consult the “Category argument” section of this website
Outdoor delivers fast cover build
• Based on heavyweight campaign on 2-3 formats
• Week one: high cover build (typically 80% of final reach)
• Week two: slower cover build, higher frequency kicks in
0%
20%
40%
60%
80%
100%
0 2 4 6 8 10 12 14
Cover build
Days
Contextual placement: be physically present in the moment
• Outdoor can place your message where it counts
• More than any medium it can give your campaign a physical presence
• All the more important in these days of invisible virtual brands
Always on, 24/7: there’s just no getting away from it
• The Outdoor message lasts two full weeks
• In total campaign runtime, it dwarfs all other media
• You’d have to work very hard to avoid it
Young, mobile, affluent, urban, connectedmost likely to buy because of OOH
High earners 18 to 24 year olds
Urban dwellers Connected people:smart phones and tablets
Commuters: 6-9 hours/week travel and especially 9+ hours/week
25 to 44 year olds
53%
1994 2008
Time of day
% P
opula
tion O
OH
Outdoor Audience continues to grow while most other media are in decline
Source: IPA TouchPoints Hub Survey 2008
Delivers unique cover in any multimedia campaign• Outdoor complements all other
media by reaching people other media don’t reach*
• It typically adds incremental reach to other media campaigns: up to• 15% to TV• 25% to press• 35% to radio• 45% to online
• Outdoor lends the qualities of penetration, presence, proximity, recency, continuity, frequency
+25%
+15%
+35%
+45%
*All figures based on media attribution and recognition, multiple campaign research studies
Most visual medium
• Outdoor is the most visual medium
• It delivers a large scale brand message at close quarters
• Outdoor has the ability to anchor a visual brand image in the mind
• In a competitive sector, visual image recognition and logo / packshot recall are essential
Outdoor fills the light viewer gap and balances out the impacts
• Outdoor is a great deliverer of light TV viewers, especially in London
• Light TV viewers spend less time on the sofa and more time out of home
• Heavy and heavy-medium TV viewers absorb 60% of all TV impacts
• Adding Outdoor to TV improves the quality of audience delivery, and balances out the impacts, delivering more light viewer OTS
• Light ITV viewers are heavy Outdoor
Intercept not interrupt
• The Outdoor message catches you when you are ready to receive it
• Relevant placement means no need for avoiding tactics. Ad avoidance is no big issue in Outdoor
• We tend to notice ads that are aimed at us and filter out the rest
0%
5%
10%
15%
20%
1961 1975 1985 1995 2000
Year
% o
f wa
kin
g h
ou
rs
Shopping Eating out, cinema, pubs Socialising Sports, walking
Source : The Future Foundation, UK
Time spent doing activities out of home has doubled
Most people on the street are buying something
Source London Shopper Survey, Clark Chapman Research (324 London Interviews)
26% 30% 29% 15%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Already bought somethingAlready bought something & expect to buy something elseNot bought anything but expect to buy somethingNot bought and don't expect to buy anything
85% bought or expect to buy something
Q: Have you bought or do you expect to buy anything during this trip out today?
More mobile people spend more freely: Outdoor overdelivers them
Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews
Source: Mobile Pound 2005 Research, Dipsticks Research Base: Those who make a shopping list
63
76
82
50
60
70
80
90
Light Mobility Moderate Mobility Heavy Mobility
%
“I buy extra items that are not on my shopping list”
More mobile consumers are more impulsive
Light Mobility Moderate Mobility Heavy Mobility
Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews
More mobile = more spontaneous
Q: What sort of products are you likely to buy spontaneously?
Mobile consumers are receptive to advertising
40
49
53
30
40
50
60
Light Mobility Moderate Mobility Heavy Mobility
%
Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews
“I look for new and interesting food items or brands which I have seen advertised”
Light Mobility Moderate Mobility Heavy Mobility
39
44
47
30
35
40
45
50
Light Mobility Moderate Mobility Heavy Mobility
%
Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews
Mobile people make more frequent shopping trips
Go ‘top up’ food shopping on way home from work twice a week or more
Light Mobility Moderate Mobility Heavy Mobility
Weight of outdoor exposure correlates with affluence
Source: CBS Outdoor, TGI Media Neutral quintiles 2012
“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
Heavy outdoor audience is more affluent than other media
Adult 000’s
Source: CBS Outdoor, TGI Media Neutral quintiles 2012
“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
Heavy outdoor audience is predominantly young
Source: CBS Outdoor, TGI Media Neutral quintiles 2012
“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
Adult 000s
Heavy outdoor audience is predominantly upscale
Source: CBS Outdoor, TGI Media Neutral quintiles 2012
“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
Upmarket groups index highly as heavy outdoor
Outdoor audience most likely to be working full time
Source: CBS Outdoor, TGI Media Neutral quintiles 2012
“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
Working full time 30 hours+ a week
8 Reasons for using Outdoor
• Successful: used by 95 of the top 100 advertisers
• Unavoidable: can’t be switched off, avoided or zapped
• Consumer friendly: non-intrusive, catches you in downtime
• Growing: Q3 2012 biggest ever quarter
• Accountable: POSTAR based on visibility adjusted impacts, GPS
• Diverse: huge choice of formats and environments
• Improving: continued investment in quality, digital, illumination
• Adaptable: shorter cycles, digital flexibility
Baker law of outdoor media: indicators which move the needle to Outdoor
Is it a launch?Is the campaign aimed at young people?Is the campaign aimed at upmarket people? Is the brand used outside the home?Is it sometimes bought or decided on impulse?Is the brand operating in a highly competitive market?Is visual pack recall and design important, eg at point of sale?Is high reach and frequency important for the campaign?
Score 4+ Outdoor should be seriously considered
Score 5+ Outdoor should definitely be on the media schedule
Score 6+ Outdoor should be the lead medium