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Outdoor works for… retail brands

Outdoor works for… retail brands. Outdoor is a great point of sale medium. Outdoor can place a message closer to a retail outlet than any other medium. Outdoor owns the “Last Window of Influence” . 88% had seen and recalled OOH advertising in the 30 mins preceding shopping.

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Outdoor works for… retail brands

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  1. Outdoor works for…retailbrands

  2. Outdoor is a great point of sale medium Outdoor can place a message closer to a retail outlet than any other medium

  3. Outdoor owns the “Last Window of Influence” 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)

  4. Outdoor can now provide greater flexibility for tactical advertising The medium can now deal operationally with short term, price sensitive campaigns and faster cycles Large retailers like Tesco are now using this greater flexibility to great effect OOH helped Tesco achieve sales growth of 6% across outdoor advertised products for their 2009 Christmas campaign

  5. Outdoor delivers a proven high ROI for retail brands Econometric research from Brand Science shows that Outdoor delivers high ROI to retail clients

  6. Outdoor has national, regional and local capability: precision targeting Outdoor can be bought nationally, regionally or locally with great precision Select by road type, proximity distance or catchment area with no wastage

  7. Outdoor delivers high awareness: essential for openings, sales, or every day Outdoor gives high brand awareness for retailers to establish and grow their brands

  8. Outdoor is a high impact medium with very high levels of attention Outdoor gets noticed. It can’t be switched on, or turned over According to TGI 2010, 97% of UK adults have seen outdoor advertising in the past week

  9. Outdoor allows advertisers to be competitive In a competitive market where share is vital, an advertiser needs a competitive medium

  10. Outdoor is a great directional medium and can activate a visit Everyone sees Outdoor It can be a great reminder and directional tool, prompting an impulse visit to store For online retail too, Mindshare research* found Outdoor to be more effective than TV, radio and print for driving brand search on the internet * “The Branding Power of Outdoor” Mindshare 2010

  11. Outdoor can target an audience type, mindset or moment Outdoor reaches the relevant audience and can stimulate a buying decision Targeting can range from students to duty free shoppers, harassed mums or grey panthers

  12. Outdoor is the most visual medium: best for leaving a lasting branding impression Outdoor advertising messages get noticed They are capable of anchoring a strong visual brand memory in the brain This can be triggered again at point of sale

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

  14. Proven effective Retail brands are one of the fastest growing areas for outdoor Retail brand count is increasing Proven effective for Tesco, M&S, KFC, H&M, Westfield, Pizza Hut…

  15. Outdoor is the medium experienced most recently before shopping Advertising messages get noticed Outdoor overwhelmingly the most recent medium Source: Ipsos DMMA, 506 respondents in diverse shopping environments

  16. Light Mobility Moderate Mobility Heavy Mobility More mobile people make more frequent shopping trips Go ‘top up’ food shopping on way home from work twice a week or more Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews

  17. 85% bought or expect to buy something Receptive audience: most people on the street are buying something Q: Have you bought or do you expect to buy anything during this trip out today? Source: London Shopper Survey, Clark Chapman Research (324 random London street intercept interviews)

  18. Outdoor audience is the biggest audience for retailers and centres Adult 000’s 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

  19. Leading retail advertisers trust Outdoor Top retail advertisers in Outdoor 2013 (average spend £679k) Specsavers, Marks & Spencer, H&m, River Island, Jd Sports, Burberry, John Lewis, Ikea, B&Q, Tesco , Asda, Hammerson, Tk Maxx, H Samuel, Miele, Wickes, Vision Express, Lhr Airports, Mcarthurglen, French Connection, Intu Properties, Harrods, Gucci, Links Of London, Decathlon, Salvatore Ferragamo, Realm, Scs Furniture Stores, Johnson & Johnson Furn, BHS British Home Stores, Ernest Jones Jewellers, DsgIntl Holdings Plc, Go Outdoors, Argos, Smith & Nephew Healthcare, Hmv Music, Gap, Uniqlo, Harveys Furnishing, Coach Source: Nielsen Media Research

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