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					10+ reasons
why finance
brands should
use Outdoor
The people you reach most with outdoor
are the people you most want to reach
•   Mobility is strongly
    correlated to affluence

•   The heaviest outdoor
    audience, ie those seeing
    the most outdoor ads,
    have the most disposable
    income

•   Outdoor fills an important
    gap by over-delivering
    light TV viewers
Outdoor offers real scale and
impact to financial advertisers
•   The outdoor medium can
    generate unmissable
    messages

•   Large format ads are great
    announcement vehicles.
    They bestow importance
    and credibility onto brands
Outdoor is proven to build strong
brand equity
•   According to Mindshare
    research*, confident and
    successful brands over-
    invest in outdoor (11%+
    share of media spend)

•   Such outdoor brands score
    highly against attributes such
    as “desirable”, “trustworthy”,
    “wise”, “straightforward” and
    “fun”



*Mindshare “The Brand Building Power of Outdoor 2010”
Outdoor is the most visual medium

•   Outdoor cannot be missed,
    turned off, switched over
    or zapped

•   It’s the most visual
    medium and it is
    tremendous for branding,
    awareness and recognition
Placement capability = ability to target
by audience, context, mindset
•   Different formats offer diverse
    but well-defined audience
    targeting opportunities

•   This is useful for context /
    mindset and for pinpointing eg
    high net worth individuals,
    commuters, homeowners,
    students, drivers etc
Outdoor delivers audiences other
brands cannot reach
•   Outdoor delivers high
    levels of coverage and
    frequency

•   In mixed media
    campaigns, outdoor
    typically adds 10%-15%
    net audience reach, and
    more than doubles the
    OTS delivery
24 hours a day, seven days a week

•   The message is
    always visible

•   People constantly
    think about their
    finances, so it makes
    sense to have
    continuous presence
Outdoor can offer colourful life and
street presence to financial campaigns

•   Outdoor offers
    creative opportunity to
    excite and raise
    awareness with the
    use of colour

•   Important in a sector
    where colours are
    “owned” by brands
Top financial advertisers trust outdoor

Biggest spending 50 finance advertisers in outdoor 2010
(average spend £1.1m)

Lloyds TSB, Santander, Natwest, Halifax, Nationwide, Royal Bank of
Scotland, American Express, Confused.com, Aviva, Swiftcover,
Capital One, HSBC, Axa Sun Life, Accenture, Barclays, Bank of
Scotland, LV Group, Hiscox, Mastercard, ING, Standard Life, More
Than, Admiral, Henderson Global, Zurich Bank, First Direct, Jupiter
Unit Trust, Insure & Go, Diners Club, Artemis, Tesco Bank, Visa,
Forex Capital Markets, Allianz Cornhill, Zurich Insurance, Columbus
Travel Insurance, Investec Bank, Fidelity, Paypal, Tradepoint,
Neptune, Travelex, Western Union, Aberd Asset Managers,
JPMorgan Chase, Experian, Endsleigh Insurance, Guarantee Trust,
Clydesdale Bank, Cooperative Financial Services

Source: Nielsen Media Research
Proven effective

  •   Brand Science research shows the ROI for Finance
      advertisers using outdoor (see research section on
      Outdoor Media Centre website)
  •   A number of recent case studies have attested to the
      power of outdoor
      Outdoor audience represents more
      investors in shares, ISAs, mortgages
      Adult 000’s
               4,000                                                                                                                               Heavy outdoor
                                                                                                                                                   Heavy internet
               3,500                                                                                                                               Heavy radio
                                                                                                                                                   Heavy cinema
               3,000
                                                                                                                                                   Heavy TV

               2,500                                                                                                                               Heavy magazines
                                                                                                                                                   Heavy newspapers
               2,000


               1,500


               1,000


                  500


                      0
                                              ISA                                    Mortgage                        Stocks, shares, unit trusts


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
        Outdoor audience represents more
        insurance policy holders
      Adult 000’s
           7,000


           6,000                                                                                                                        Heavy outdoor

           5,000                                                                                                                        Heavy radio


           4,000
                                                                                                                                        Heavy newspapers

                                                                                                                                        Heavy internet
           3,000

                                                                                                                                        Heavy TV
           2,000

                                                                                                                                        Heavy magazines
           1,000

                                                                                                                                        Heavy cinema
                 0
                           Comprehensive car                           Holiday and travel                    Private health & medical
                              insurance                                    insurance                                insurance


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
      Word of mouth: Outdoor audience most
      likely to influence others about finance

      Adult 000’s
                   6,000
                                                                                                                                           Heavy outdoor

                   5,000                                                                                                                   Heavy internet

                   4,000                                                                                                                   Heavy radio

                   3,000                                                                                                                   Heavy cinema

                   2,000                                                                                                                   Heavy TV

                   1,000                                                                                                                   Heavy magazines

                          0                                                                                                                Heavy newspapers
                                   Talked about financial                  Very/quite likely to                 Quite likely to convince
                                   servs, last 12 months                 convince others about                  others about financial
                                                                           financial services                           services


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
        Word of mouth: Outdoor audience most
        likely to influence, recommend, champion

        Financial connectors
                                                                                                                                          Heavy outdoor

                                                                                                                                          Heavy internet
             Financial mavens
                                                                                                                                          Heavy cinema

                                                                                                                                          Heavy radio
      Financial salespeople
                                                                                                                                          Heavy TV

                                                                                                                                          Heavy newspapers

        Financial champions                                                                                                               Heavy magazines


                                             0          100        200         300          400         500         600       700   800




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

				
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