why outdoor works for... drink brands. out of home is a key medium for drinks brands
TRANSCRIPT
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
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