Presentation Transcript

1. 10+ reasons why finance brands should use Outdoor

2. 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
3. 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
4. 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”
5. 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
6. 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
7. 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
8. 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
9. 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
10. 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
11. 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
12. Outdoor audience have higher personal and family incomes 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
13. Outdoor audience discuss financial services Adult 000’s 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
14. Outdoor audience represents more investors in insurance, ISAs, mortgages 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
15. Outdoor audience represents more owners of credit cards and loans 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
16. Outdoor audience represents more insurance policy holders and investors 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
17. Outdoor audience most interested in financial services advertising 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
18. Leading finance advertisers trust Outdoor Top spending 40 finance advertisers in Outdoor 2012 (average spend £1.3m) Halifax, Lloyds TSB, Santander, LV Group, RBS, Visa, Bank of Scotland, American Express, HSBC, Nationwide, Barclays, Hiscox, Axa Sun Life, Accenture, COI, Barclaycard Services, Capital One, Natwest, Insure & Go, Mastercard, BGL Grp, Direct Line, Virgin Money, Pfizer, First Direct, RAC, JP Morgan Chase, Citibank, Dept for Work & Pensions, Fidelity Investment Services, Allianz Cornhill Insurance, Travelex Foreign Currency Services, Jupiter Unit Trust, Wonga.com, GoCompare.com, Schroder Leasing, Aegon Asset Management, Standard Life, Bank of China, Yorkshire & Clydesdale Bank Source: Nielsen Media Research