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Outdoor works for… Travel brands

Outdoor works for… Travel brands. T he OOH audience are interested in travel and holidays. Heavy OOH Definitely / Tend to agree with…. “ I have a keen sense of adventure” (121) “I like to holiday off the beaten track” (118) “I like difference cultures and lifestyles around me” (111)

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Outdoor works for… Travel brands

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  1. Outdoor works for…Travelbrands

  2. The OOH audience are interested in travel and holidays Heavy OOH Definitely / Tend to agree with…. “ I have a keen sense of adventure” (121) “I like to holiday off the beaten track” (118) “I like difference cultures and lifestyles around me” (111) “I often do things on the spur of the moment” (109) “I go somewhere different on holiday every time” (107) Source: TGI 2013/CBS Top Indexing Lifestyle statements (DA/TA)

  3. OOH-exposed people more likelyto act on adsThose seeing OOH ads are much more likely to learn about companies they’ve seen advertised, and look at products they’ve seen advertised, than people who haven’t

  4. More OOH exposures in past month lead to more searches, and more purchases

  5. Outdoor can demonstrate the travel experience with impact and scale Travel brands can communicate when consumers are in transit

  6. Unparalleled ability to target Outdoor can target all audiences, from business to leisure travellers Outdoor can be the last ad you see before departing and the first you see when returning

  7. OOH provides immediacy of messaging and consumer engagement

  8. Outdoor brings travel to life in vibrant colour Outdoor provides scale and impact for a highly competitive category

  9. Outdoor reaches people in the right mindset The audience is already on the move when they see the travel advertising They are in a travel mindset, mobile, already pre-disposed to the idea

  10. A constant stimulus The diversity of media on offer keeps the opportunities front of mind

  11. High impact makes outdoor the most visual branding medium Outdoor can’t be missed, switched off, turned over or zapped It’s the best medium for planting a visual brand memory

  12. Outdoor lets advertisers keep their latest offers in view With travel bookings being a 12 month market, advertisers need to keep their travel offers in view on a continuous basis

  13. Digital provides a dynamic platform matching offers with consumers… …and driving them to book

  14. Over 1/3 of those intending to visit a travel agents have seen OOH in the past 30 mins

  15. Outdoor offers best return on investment (ROI analysis of travel campaigns) £5.01 £4.29 £3.08 £2.49 £2.43 Radio Print Online TV Outdoor Source: BrandScience (Travel)

  16. Outdoor drives web search for travel brands, more than TV, press and radio Increase in travel brand online search volume caused by £1m advertising. Note: press and radio were found to have negligible effect. See Admap article 2011 • Mindshare research shows that Outdoor drives web search volume for the advertised brand • Outdoor generates more search than TV, press and radio Source: Mindshare “The Branding Power of Outdoor”

  17. Heavy Outdoor audience spend more on holidays and short breaks Source: Exterion Media, TGI Media Neutral quintiles 2013 “Heavy” quintile is the 20% of the media audience who consume that medium most, i.e. the most typical consumer of that medium

  18. Heavy Outdoor audience represents more adventurous travellers 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, i.e. the most typical consumer of that medium

  19. Word of mouth: Outdoor audience talk more about holidays and travel 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, i.e. the most typical consumer of that medium

  20. Outdoor audience plan more holidays 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, i.e. the most typical consumer of that medium

  21. Travel and holiday destinations campaigns get noticed with outdoor “Have you seen outdoor advertising for travel and holiday destinations recently?” Urban means people who live, work or study in a large town or city Source: YouGov, August 2012

  22. Word of mouth: Outdoor delivers more people influencing travel choices 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, i.e. the most typical consumer of that medium

  23. Leading travel advertisers trust outdoor Top spending 40 travel advertisers in outdoor in 2013 (average spend £863k) British Airways, Easyjet, Emirates Airline, Transport For London, Visit England, Virgin Atlantic, Turkish Airlines, Jet2.Com Flights, Cathay Pacific, Virgin Trains, Virgin Holidays, Thomson, Heathrow Express, Monarch Airlines, Lufthansa, Discover America, Turkish Tourist Office, Lhr Airports, Expedia, East Coast Main Line , Marriott Hotels, Moroccan Natl Tourist Office, Natl Express, Hayes & Jarvis, French Government Tourist Office, Etihad Airways, Skyteam Airline Alliance, Celebrity Cruises, Manchester Airport, First Great Western Railway, Norwegian Air Shuttle, Low Cost Travel Group, Germanwings, Air France/KLM, Specialist Holidays Group, Flybe, Icelandair, Go Ahead Group, First Capital Connect, Gatwick Express Source: Nielsen Media Research

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