out of home works for travel brands. leading travel & transport brands trust out of home £5.9m...
TRANSCRIPT
Leading Travel & Transport brands trust Out of Home
£5.9m
EE
£4.1m £3.9m £2m £1.9m
£1.8m £1.6m £990k £970k £920k
People who see a lot of Out of Home are active and frequent travellers
Young, in full time employment, upscale, high income, mobile,and active
Regular travellers, active mindset
Actively interested in travel and transport products and happy to share their views with others, both off and online
HEAVYOOH CONSUMPTION
Travel abroad frequently on both business and leisure and so are
actively interested in the sector.
Favoured modes of travel are air and for European-based holidays,
car too. Enjoy a mix of holidays, active and beach but have a
sense of adventure and like to be pampered.
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
Index
People heavily exposed to OOH are heavy business and leisure travellers
Traveled by Air past 12mths 1-4 Business Trips past 12mths Holiday abroad past 12mths0
20
40
60
80
100
120
140
160
112
134
107
97
86
101110
121
101101 101 104100 101 104
7971 73
Heavy OOH Heavy Newspapers Heavy Internet Heavy Radio Heavy Magazines Heavy TV
Index
People heavily exposed to OOH take a broad range of holidays
Beach holiday past 12mths Golfing holiday past 12mths Skiing/winter sports past 12mths0
20
40
60
80
100
120
140
160
180
105
152
171
98
114
49
103
143
159
8591
30
100
87
64
98
82
143
Heavy OOH Heavy Newspapers Heavy Magazines Heavy TV Heavy Radio Heavy Internet
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
%
The Heavy Out of Home audience spends more on holidays and short breaks
% highest spend on holidays/short breaks past 12 mths0.0
5.0
10.0
15.0
20.0
25.0
21
17 1716
1513
Heavy OOH Heavy Internet Heavy Radio Heavy Newspapers Heavy TV Heavy Magazines
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
People who see a lot of OOH are active and frequent travellers
I like holidays where activities are organised
I like to take holidays off the beaten track
I like the idea of travelling abroad I try to go somewhere different every time
0
20
40
60
80
100
120
140
160
136
118 114 112
Heavy OOH Users
Those heavily exposed to Out of Home like travelling abroad particularly where activities are organised but still have a sense of adventure
Index
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
I really like to try new drinks
0%
20%
40%
60%
80%
100%
75%
People exposed to lots of OOH have strong emotional connection with Travel
110115120125130135140
122
137133
128 128125
122
137
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
Index
Those heavily exposed to Out of Home are also actively interested in, and very likely to influence others about travel products
Learnt about travel companies and products Looked at travel products0%
5%
10%
15%
20%
25%
30%
35%
40%
45%41%
33%
23%
13%
Seen OOH Not seen OOHThe Customer Journey 2012Search from home/work
People who see posters for Travel & Transport products are more likely to act
Those seeing OOH ads are more likely to search and learn about companies or products they’ve seen advertised, but people in market for Travel are even more likely to do so
Out of Home drives web search for travel brands, more than TV, press and radio
• Mindshare research shows that Out of Home drives web search volume for the advertised brand
• Outdoor generates more search than TV, press and radio
Travel brands0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%5.5%
3.5%
Outdoor TVSource: Mindshare “The Branding Power of Outdoor”
Increase in travel brand online search volume caused by £1m advertising.
Note: press and radio were found to have negligible effect
Travel and holiday destinations campaigns get noticed with out of home
Adults Male Female 18-24 25-34 35-44 ABC1 London Urban 0%
10%
20%
30%
40%
50%
60%
32%
36%
27%
42%
36% 37% 36%
49%
35%
“Have you seen outdoor advertising for travel and holiday destinations recently?”
Source: YouGov, August 2012Urban are those who live or work in cities or towns
Over 1/3 of those intending to visit a travel agents have seen OOH in the past 30 mins
Seen Any Ads Anytime Seen any OOH Anytime Seen Any Ads Past 30 minutes Seen Any OOH Past 30 minutes0%
20%
40%
60%
80%
100% 98%
90%
43%
34%
Source: Last Window of Influence studyBase: All Shoppers/Those intending to visit travel agents today
Visitors to travel agents, 34% have seen OOH in past 30 minutes