10+ reasons why food brands should use Outdoor. Outdoor is an acknowledged broadcast medium 97% of...
-
Upload
jakobe-dennison -
Category
Documents
-
view
216 -
download
0
Transcript of 10+ reasons why food brands should use Outdoor. Outdoor is an acknowledged broadcast medium 97% of...
![Page 1: 10+ reasons why food brands should use Outdoor. Outdoor is an acknowledged broadcast medium 97% of UK adults have seen outdoor advertising in the past.](https://reader035.fdocuments.in/reader035/viewer/2022062417/55199b6c550346842d8b4594/html5/thumbnails/1.jpg)
10+ reasons why food brands should use Outdoor
![Page 2: 10+ reasons why food brands should use Outdoor. Outdoor is an acknowledged broadcast medium 97% of UK adults have seen outdoor advertising in the past.](https://reader035.fdocuments.in/reader035/viewer/2022062417/55199b6c550346842d8b4594/html5/thumbnails/2.jpg)
Outdoor is an acknowledged broadcast medium
• 97% of UK adults have seen outdoor advertising in the past week (TGI)
• Its strength is to keep a brand message in front of millions of consumers every day
![Page 3: 10+ reasons why food brands should use Outdoor. Outdoor is an acknowledged broadcast medium 97% of UK adults have seen outdoor advertising in the past.](https://reader035.fdocuments.in/reader035/viewer/2022062417/55199b6c550346842d8b4594/html5/thumbnails/3.jpg)
Ability to target a specific audience
• The wide range of formats and environments means a wide range of audiences to target
• As well as housewives, you can target students, drivers, airline travellers, commuters, nurses, bar goers, cinema aficionados...
![Page 4: 10+ reasons why food brands should use Outdoor. Outdoor is an acknowledged broadcast medium 97% of UK adults have seen outdoor advertising in the past.](https://reader035.fdocuments.in/reader035/viewer/2022062417/55199b6c550346842d8b4594/html5/thumbnails/4.jpg)
Outdoor is a proven brand builder
• Outdoor is the most visual medium and can place a tasty visual image in front of consumers
• That image carries through to point of sale and triggers packshot recognition
![Page 5: 10+ reasons why food brands should use Outdoor. Outdoor is an acknowledged broadcast medium 97% of UK adults have seen outdoor advertising in the past.](https://reader035.fdocuments.in/reader035/viewer/2022062417/55199b6c550346842d8b4594/html5/thumbnails/5.jpg)
Point of sale placement
• It’s the medium which places an ad closest to the point of purchase
• Outdoor delivers the twin virtues of recency and proximity
• In an Ipsos study, more than 90% of shoppers had seen Outdoor in the half hour before shopping
![Page 6: 10+ reasons why food brands should use Outdoor. Outdoor is an acknowledged broadcast medium 97% of UK adults have seen outdoor advertising in the past.](https://reader035.fdocuments.in/reader035/viewer/2022062417/55199b6c550346842d8b4594/html5/thumbnails/6.jpg)
Outdoor complements other media
• Research shows that outdoor works well with all other media
• Outdoor can add cover and frequency to every TV, press or online campaign
• What is more, Outdoor makes both TV and press campaigns more effective*
*Brand Science Econometrics research
![Page 7: 10+ reasons why food brands should use Outdoor. Outdoor is an acknowledged broadcast medium 97% of UK adults have seen outdoor advertising in the past.](https://reader035.fdocuments.in/reader035/viewer/2022062417/55199b6c550346842d8b4594/html5/thumbnails/7.jpg)
Outdoor drives impulse purchase
• More than any other medium, Outdoor can stimulate an impulse buy
• Outdoor can prompt a spontaneous purchase or remind of a planned one
• The more mobile the consumer, the more spontaneous the shopping*
*Source: CBS Outdoor The Mobile Pound
![Page 8: 10+ reasons why food brands should use Outdoor. Outdoor is an acknowledged broadcast medium 97% of UK adults have seen outdoor advertising in the past.](https://reader035.fdocuments.in/reader035/viewer/2022062417/55199b6c550346842d8b4594/html5/thumbnails/8.jpg)
Outdoor audience is young, mobile, likely to eat on the hoof
• The outdoor audience is predominantly young, and likely to be studying or in full time employment
• Being mobile, they shop spontaneously and can be influenced by strategically placed messages
*Source: CBS Outdoor The Mobile Pound
![Page 9: 10+ reasons why food brands should use Outdoor. Outdoor is an acknowledged broadcast medium 97% of UK adults have seen outdoor advertising in the past.](https://reader035.fdocuments.in/reader035/viewer/2022062417/55199b6c550346842d8b4594/html5/thumbnails/9.jpg)
Outdoor creates iconic brand images
• Outdoor’s iconic sites offer the most colourful branding opportunity anywhere
• Vibrant imagery gives extraordinary scale and impact to the brand
• Special builds and 3-D creativity can bring the campaign further to life
![Page 10: 10+ reasons why food brands should use Outdoor. Outdoor is an acknowledged broadcast medium 97% of UK adults have seen outdoor advertising in the past.](https://reader035.fdocuments.in/reader035/viewer/2022062417/55199b6c550346842d8b4594/html5/thumbnails/10.jpg)
Outdoor delivers high ROI
• Research has shown that outdoor offers high ROI
• Brand Science econometric research suggests that Outdoor should be given between 16% and 22% share for FMCG campaigns
![Page 11: 10+ reasons why food brands should use Outdoor. Outdoor is an acknowledged broadcast medium 97% of UK adults have seen outdoor advertising in the past.](https://reader035.fdocuments.in/reader035/viewer/2022062417/55199b6c550346842d8b4594/html5/thumbnails/11.jpg)
Proven effective
• Research has shown that Outdoor really works to drive food sales
• In 2009 Brand Science econometric study, Outdoor was found to be as effective as TV
![Page 12: 10+ reasons why food brands should use Outdoor. Outdoor is an acknowledged broadcast medium 97% of UK adults have seen outdoor advertising in the past.](https://reader035.fdocuments.in/reader035/viewer/2022062417/55199b6c550346842d8b4594/html5/thumbnails/12.jpg)
Outdoor audience is a ready made large audience for foods and snacks
Ever snack Eaten crisps in past 12 months
Like to try our new food products
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
Heavy outdoor
Heavy TV
Heavy internet
Heavy radio
Heavy cinema
Heavy magazines
Heavy newspapers
Adult 000s
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
![Page 13: 10+ reasons why food brands should use Outdoor. Outdoor is an acknowledged broadcast medium 97% of UK adults have seen outdoor advertising in the past.](https://reader035.fdocuments.in/reader035/viewer/2022062417/55199b6c550346842d8b4594/html5/thumbnails/13.jpg)
Outdoor audience spends most on snacks
£ millions
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 outdoor Heavy TV Heavy internet Heavy newspapers Heavy cinema Heavy magazines Heavy radio£0
£5
£10
£15
£20
£25
£30
£35
£40
£45
Weekly spend on snacks
![Page 14: 10+ reasons why food brands should use Outdoor. Outdoor is an acknowledged broadcast medium 97% of UK adults have seen outdoor advertising in the past.](https://reader035.fdocuments.in/reader035/viewer/2022062417/55199b6c550346842d8b4594/html5/thumbnails/14.jpg)
Word of Mouth: Outdoor audience most likely to influence others about foods
Adult 000s
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
Very likely to convince others about foods
Quite likely to convince others about foods
0
500
1,000
1,500
2,000
2,500
3,000
3,500
Heavy outdoor
Heavy TV
Heavy internet
Heavy magazines
Heavy radio
Heavy cinema
Heavy newspapers
![Page 15: 10+ reasons why food brands should use Outdoor. Outdoor is an acknowledged broadcast medium 97% of UK adults have seen outdoor advertising in the past.](https://reader035.fdocuments.in/reader035/viewer/2022062417/55199b6c550346842d8b4594/html5/thumbnails/15.jpg)
Leading food advertisers trust outdoor
Top spending 40 food advertisers in outdoor 2012(average spend £1.5m)
Cadbury Trebor Bassett, Asda, Tesco, WM Morrison Supermarkets, McCain, Kraft, Unilever, Nestle, Premier Foods, Muller Dairy, Wrigley, Marks & Spencer, Danone Holdings, Kelloggs, HJ Heinz, Arla Foods, General Mills, Alpro, Cooperative Foods, Mars, Sainsburys Supermarkets, Mars Confectionery, Weight Watchers, Kerry Foods, Ferrero, Walkers Snack Foods, Quaker Oats, Waitrose, Lactalis Nestle Chilled Dairy Co, Omsco Organic Milk, Bear, Discovery Foods, Greggs The Bakers, Quality Meat Scotland, Dr Oetker, OTB Organic Trade Board, Uppercrust Bakery, Tilda Rice, Krispy Kreme, Gu Chocolate Puds
Source: Nielsen Media Research