10+ reasons why
retail brands should
use Outdoor
Outdoor is a great point of sale medium
•
Outdoor can place a
message nearer a
retail outlet than any
other medium
Operational efficiency now
attracting large supermarket chains
•
•
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
Outdoor delivers a proven high ROI
for retail brands
•
•
Econometric research
from Brand Science
shows that Outdoor
delivers high ROI to retail
clients
High ROI for every pound
invested
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
Outdoor delivers high awareness:
essential for openings, sales, or every day
•
Outdoor gives
high brand
awareness for
retailers to
establish and
grow their
brands
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
Outdoor allows advertisers to be
competitive
•
In a competitive
market where share
is vital, an advertiser
needs a competitive
medium
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
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
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
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…
Outdoor is the medium experienced
most recently before shopping
•
•
Advertising
messages get
noticed
92%
Outdoor
Radio
TV
Outdoor
overwhelmingly
the most recent
medium
36%
Newspapers
6%
4%
Seen or heard advertising in 30 minutes
before shopping
Source: Ipsos DMMA, 506 respondents in diverse shopping environments
More mobile people make more
frequent shopping trips
Go ‘top up’ food shopping on way home from work twice a week or more
50
47
44
45
39
40
%
35
30
Light Mobility
Light Mobility
Source: Mobile Pound Research, Dipsticks Research
Moderate Mobility
Moderate Mobility
Base: 1100 London interviews
Heavy Mobility
Heavy Mobility
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?
Already bought something
Already bought something & expect to buy something else
Not bought anything but expect to buy something
Not bought and don't expect to buy anything
26%
0%
10%
30%
20%
30%
40%
15%
29%
50%
60%
70%
80%
85% bought or expect to buy something
Source: London Shopper Survey, Clark Chapman Research (324 random London street intercept interviews)
90%
100%
Outdoor audience is the biggest
audience for retailers and centres
Adult 000’s
9,000
Heavy outdoor
8,000
7,000
Heavy TV
6,000
Heavy internet
5,000
4,000
Heavy radio
3,000
Heavy newspaper
2,000
1,000
Heavy magazine
0
Visit shopping centres
Visit shopping centres 2-3
times a month
Visited department store
last 3 months
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
Heavy cinema
Leading retail advertisers trust Outdoor
Top retail advertisers in Outdoor 2010 (average spend £1.34m)
McDonalds, Marks & Spencer, Kentucky Fried Chicken, Tesco, H&M
Hennes, Asda Stores, Burger King, Specsavers, Matalan, Pizza Hut,
Waitrose, Currys Group, JD Sports, Wm Morrison, Sainsburys, Miss Sixty,
Iceland, Decathlon, Capital Shopping Centre, John Lewis, Sunway, TK
Maxx, Go Outdoors, Uniqlo, Best Buy, Cooperative food, Eric N Smith
Jeweller, Harrods, Land Securities, Realm Shopping Centre, Westfield,
McArthur Glen, HMV Music, B&Q, Magnet, Clas Ohlson, Trafford Centre,
Mango, Tiffany & Co, Dolce & Gabbana, House of Fraser, Oracle
Shopping Centre, Vision Express, Boots the Chemist, Selfridges
Source: Nielsen Media Research