2. Outdoor is an acknowledged broadcast medium
97% of UK adults have seen outdoor advertising in the past week
(TGI)
Its strength is to keep a brand message in front of millions of
consumers every day
3. Ability to target a specific audience
The wide range of formats and environments means a wide range of
audiences to target
As well as housewives, you can target students, drivers, airline
travellers, commuters, nurses, bar goers, cinema
aficionados...
4. Outdoor is a proven brand builder
Outdoor is the most visual medium and can place a tasty visual
image in front of consumers
That image carries through to point of sale and triggers packshot
recognition
5. Point of sale placement
Its the medium which places an ad closest to the point of
purchase
Outdoor delivers the twin virtues of recency and proximity
In an Ipsos study, more than 90% of shoppers had seen Outdoor in
the half hour before shopping
6. Outdoor complements other media
Research shows that outdoor works well with all other media
Outdoor can add cover and frequency to every TV, press or online
campaign
What is more, Outdoor makes both TV and press campaigns more
effective*
*Brand Science Econometrics research
7. Outdoor drives impulse purchase
More than any other medium, Outdoor can stimulate an impulse
buy
Outdoor can prompt a spontaneous purchase or remind of a planned
one
The more mobile the consumer, the more spontaneous the
shopping*
*Source: CBS Outdoor The Mobile Pound
8. Outdoor audience is young, mobile, likely to eat on the
hoof
The outdoor audience is predominantly young, and likely to be
studying or in full time employment
Being mobile, they shop spontaneously and can be influenced by
strategically placed messages
*Source: CBS Outdoor The Mobile Pound
9. Outdoor creates iconic brand images
Outdoors iconic sites offer the most colourful branding opportunity
anywhere
Vibrant imagery gives extraordinary scale and impact to the
brand
Special builds and 3-D creativity can bring the campaign further to
life
10. Outdoor delivers high ROI
Research has shown that outdoor offers high ROI
Brand Science econometric research suggests that Outdoor should be
given between 16% and 22% share for FMCG campaigns
11. Proven effective
Research has shown that Outdoor really works to drive food
sales
In 2009 Brand Science econometric study, Outdoor was found to be as
effective as TV
12. Outdoor audience is a ready made large audience for foods and
snacks
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
13. Outdoor audience spends most on snacks
millions
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
14. Word of Mouth: Outdoor audience most likely to influence others
about foods
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
15. Leading food advertisers trust outdoor
Top spending 50 food advertisers in outdoor
(average spend 896K)
Tesco, Kelloggs, Nestle, Cadbury Trebor Bassett, Unilever, Muller
Dairy, Mars Confectionery, Burtons Foods, Arla Foods, McCain,
Ferrero UK, Kraft Foods, General Mills, Mars UK, Innocent, Dairy
Crest, Quality Meat Scotland, Lofthouse of Fleetwood, Wrigley, HJ
Heinz, Warburtons, Kerry Foods, Weetabix, Green & Blacks,
Premier Foods, United Biscuits, Campina, GU Chocolate Puddings,
Lake District Cheese, Perfetti van Melle, Tayto, Yeo Valley, Krispy
Kreme, Robert Wiseman Dairie, Procter & Gamble, Albert
Bartlett, Eblex, AB Worldfoods, Fresh Del Monte Produce, Bongrain,
Omsco Organic Milk, Baxters of Speyside, Milk Marketing Forum,
Linwood Foods, Global Ethnic Food, States of Jersey, Ping Pong,
Peru Avocados, Kettle Foods, Bahlsen, RH Amar, Ye Olde Oak Foods,
English Provender Co, James Allan Butchers
Source: Nielsen Media Research
