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Why Outdoor works for… clothing and accessories

Why Outdoor works for… clothing and accessories. T he OOH audience are interested in looking and feeling good . Heavy OOH Definitely / Tend to agree with…. “ I like to stand out in a crowd” (116) “Important to be attractive to the opposite sex” (113) “I wear designer clothes” (112)

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Why Outdoor works for… clothing and accessories

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  1. Why Outdoor works for…clothing and accessories

  2. The OOH audience are interested in looking and feeling good Heavy OOH Definitely / Tend to agree with…. “ I like to stand out in a crowd” (116) “Important to be attractive to the opposite sex” (113) “I wear designer clothes” (112) “I buy new products before most of my friends” (111) “I have expensive tastes” (109) “I spend a lot on clothes” (109) “It’s worth paying extra for quality” (106) “Sometimes treat myself to something I don’t need” (105) Source: TGI 2013/CBS Top Indexing Lifestyle statements (DA/TA)

  3. OOH-exposed people are more likelyto act on ads, this is even more marked for those in the fashion market People in the market for fashion items are more likely to look at products and services or learn about them compared to the level seen ‘across all products’ Across all products People in the fashion market

  4. People in the fashion marketare more likely to search at home and on mobilesAcross all products, 58% of people have searched for a company, product or service at home or at work because of the outdoor advertising they saw for it, and this rises to 68% for people in the fashion market People in the fashion market Across all products

  5. For the fashion market, more OOH increases searching and purchasing More exposure to OOH sites appears to have an effect on buying, especially at the highest exposure (e.g. 5+ exposures)

  6. The streets are like a catwalk with Out of Home as the models Outdoor reaches a fashion conscious audience when they are out and about OOH showcases fashion in a compelling way

  7. Outdoor audience are most likely to influence others about fashion Source: Exterion Media, TGI Media Neutral quintiles 2013 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

  8. OOH influences purchase 88% had seen and recalled OOH advertising in the 30 mins preceding shopping Only 13% are not susceptible to the Last Window of Influence 12% who are aware of OOH agree that posters make them want to buy the product Source: OMC Last window of influence (2011)

  9. Close proximity to point of sale

  10. Outdoor builds brands and makes them famous The most noticeable medium to build your brand Public nature of OOH means campaigns can be highly PR-able

  11. Outdoor is highly efficient in targeting a specific mind-set Outdoor can be used to seek out and deliver the relevant target audience Teenage girls, students, business travellers, gym members, mall visitors, commuters, holiday makers...

  12. Outdoor is highly efficient in targeting a specific audience Outdoor can be used to seek out and deliver the relevant target audience

  13. Visible in multiple retail spaces – it’s where your shoppers are Outdoor can follow consumers on their journey It’s never too late to place a recent branded message in front of shoppers

  14. Outdoor leaves a lasting impression Outdoor gets noticed: it’s the larger than life medium - bigger and better than a page in Vogue It has strong visual presence Quality presentation enhances the image for fashion and accessory brands

  15. Outdoor is the announcement medium New brands, new products, new stores can all be announced using Outdoor

  16. Outdoor works for fashion brands

  17. Leading fashion advertisers trust Outdoor Top spending 40 fashion advertisers in outdoor (average spend £346K) Tesco, Asda , Pandora Jewellery, Lvmh, Adidas, Nike, Burberry, Swatch, Converse, Clarks, Swarovski, Missguided, John Lewis, Vans, New Look, BouxAvenue, Jd Sports, Levi Strauss, Mango, Seiko, Catalyst, H Samuel, Baume & Mercier, Kurt Geiger, Evans , Amg Footwear, Kipling Bags, Hermes, Swico, Victoria's Secret, Sainsbury's, Gucci, Benetton, Juicy Couture, Laing The Jeweller, Bvlgari, Casio, WlGore, Zadig & Voltaire, Blacks Source: Nielsen Media Research 2013

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