10+ reasons why

Telecomms brands

should use Outdoor

Outdoor is the most visual medium

• Outdoor gets noticed

• Outdoor is the most visual medium, creating strong brand image and recall

• Visual product recognition carries through to point of sale

Outdoor is an intercept medium: it is always ‘turned on’

• Outdoor can be seen everywhere 24 hours a day

• It can’t be switched off, zapped, or otherwise ignored

Outdoor is where mobiles are used

• Heavy mobile users spend a lot of time outdoors

• You’ll be reaching the right target audience in the right context

• You’ll catch business users on their way into work and home again

Outdoor delivers an interested audience: youth

• Being young, the target audience use their phones a lot and spend time talking about phones and apps

• It is how they mostly keep in touch

Because we are in the mobile communications business too

• Mobility is a defining feature of the outdoor audience

• Consumers are used to taking in information on the move

• The more mobile the consumer, the more the use their mobiles

Outdoor is an acknowledged brand builder

• Outdoor is a proven brand builder

• It is used for both launch and maintenance campaigns

• Outdoor encourages brand search online for mobiles (Mindshare research 2010)

Outdoor is a truly broadcast medium

• Everyone sees Outdoor. 97% have seen Outdoor in the past week (TGI)

• Just about everyone you reach with Outdoor has a mobile on them right now

• Like your wallet, you don’t leave home without it

National availability means a diverse choice of planning routes

• Outdoor is available nationally, regionally and locally

• It can be planned by catchment area, proximity to store, postcode or Acorn group

Outdoor is the nearest medium to point of sale

• Outdoor is the last medium noticed before arriving at the store

• It’s also the medium which can place a message physically closest to a retail purchase point

Outdoor can help you dominate the downtown environment

• Outdoor can place your brand in front of customers as they shop

Outdoor delivers high brand awareness and unique cover

• Outdoor helps create high brand awareness in a competitive market

• In multimedia campaigns, outdoor typically adds 15% unique reach and recognition

Outdoor can target multiple environments and groups

• Outdoor reaches diverse audiences efficiently: parents with children, students, business flyers, clubbers...

• Place your outdoor message in the place it will cut through most

Heavy outdoor audience represents an attractive audience for the phone sector

change or upgrade phone every year

have downloaded music from internet on to phone

0

200

400

600

800

1,000

1,200

1,400

Heavy outdoor

Heavy internet

Heavy cinema

Heavy TV

Heavy magazines

Heavy newspapers

Heavy radio

Adult 000’s

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

Word of mouth: outdoor audience is rich source of influence about phones

Adult 000’s

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

Have talked about phones in last 12 months

Very/quite likely to convince others about telecomms products

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

Heavy outdoor

Heavy internet

Heavy TV

Heavy cinema

Heavy magazines

Heavy newspapers

Heavy radio

Heavy outdoor audience represents heaviest spend on phone sector

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 internet

Heavy cinema

Heavy TV

Heavy magazines

Heavy radio

Heavy newspapers

£0 £20 £40 £60 £80 £100 £120 £140 £160 £180 £200

Monthly billing expenditure (£ millions)

Heavy outdoor audience most dependent on mobile comms

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 internet Heavy cinema Heavy TV Heavy magazines Heavy radio Heavy newspapers0

1,000

2,000

3,000

4,000

5,000

6,000

"Can't do without mobile communication"

Adult 000s

Leading telecomms advertisers trust Outdoor

Top spending 40 telecomms advertisers in Outdoor

(average spend £2.072m)

T-Mobile, Vodafone, BT, Talktalk, Orange, O2, Plusnet, Virgin Media, Sony Ericsson Mobile Communications, Samsung, Hutchison 3G, BSkyB, HTC, LG Electronics, Yell, Tesco Mobile, Nokia UK, Lycamobile, Motorola UK, Virgin Mobile, Number UK, Lebara Mobile, Be Unlimited, Lycatel, Transport for London communications, Carphone Warehouse, Asda Stores, Nowtel cards, DTV Services, Vonage, Phones4U, IBC TV, Truphone, Zamir Telecom, Vectone, Probability, Total Phone Solutions, Granada Boxclever, Giffgaff

Source: Nielsen Media Research