Outdoor works for…cosmetic and toiletry brands. Outdoor is the most visual medium and leaves a...
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Transcript of Outdoor works for…cosmetic and toiletry brands. Outdoor is the most visual medium and leaves a...
Outdoor is the most visual medium and leaves a lasting branding impression• Outdoor gives you the
largest canvass for your message
• Outdoor can anchor a strong visual brand memory in the brain
Outdoor has a well established track record for building brands
• Outdoor advertising messages get noticed, and all the more by the young and affluent
• Outdoor generates high awareness to boost growing and established brands
• Mindshare research 2010 found that outdoor builds brand fame and positive associations, drives web search, and is favoured by successful brands*
*Source: Mindshare “The Brand Building Power of Outdoor” 2010
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, 86% of UK adults have seen outdoor ads in the past week
Outdoor influences where it counts: right at the point of sale
• Outdoor is where 90% of toiletries and cosmetics are purchased
• Outdoor media can place an advertising message nearer a retail outlet than any other medium
• More than any other medium, it accompanies the shopper on their path to purchase
Classy audience
• The typical outdoor audience is– Young
– Active
– Social
– Upscale
– In full time employment
– Better paid than average
– Mobile
– Open to ideas and activities
– Willing to try new brands
“the people you most reach with outdoor advertising are the people you most want to reach”
OOH-exposed people are more likelyto act on ads
Those seeing OOH ads are more likely to learn about companies or products they’ve seen advertised, even more so if they are in the market for cosmetics
41%33%
23%13%
Seen OOH
Not seen OOH
52%41%35%
23%
Seen OOH
Not seen OOH
Across all products People in the market for cosmetics
People in the market for cosmetics are more likely to search because of OOH
Across all products, 58% of people have searched for a company, product or service at home or at work because of the outdoor advertising they saw for it. This increases to 67% for people in the market for cosmetics
At home or at work On a smart phone or tablet
5% 4%
37%
80%
58%
16%
Yes No
Don't know
Across all productsPeople in the market
for cosmetics
At home or at work On a smart phone or tablet
4% 3%29%
78%
67%
19%
Yes No
Don't know
Search internet at home / work
Search internet when mobile
Search internet anywhere Buy because of OOH
56%
10%
59%
31%
66%
12%
71%
34%
57%
14%
63%
41%
70%
17%
73%
41%
84%
20%
86%
67%
1 OOH 2 OOH 3 OOH 4 OOH 5+ OOH
For those in the market for cosmetics, more OOH increases likelihood to purchase
More exposure to OOH generates an uplift in web searching and buying, especially at the highest exposure (e.g. 5+ exposures)
People in the market for cosmetics are more likely to have bought because of OOH
One third of the population have bought a product or signed up to a new service as a consequence of seeing some outdoor advertising. This increases to 44% amongst those in the market for cosmetics.
Yes; 35%
No; 45%
Don't know; 20%
Yes; 44%
No; 35%
Don't know; 21%
Across all products People in the market for cosmetics
Outdoor complements TV, online and print in multi-media campaigns
• Outdoor always delivers net reach and frequency to TV, print and online campaigns
• Typically the unique attribution to outdoor in mixed media campaign research is between 10% and 40%
• Brand Science recommends 16%+ of budget goes to outdoor in a mixed media FMCG campaign*
*Source: Brand Science Econometrics study 2009
Outdoor delivers high discretionary spenders in all the best locations
• The outdoor audience enjoys high disposable income and loves nothing more than shopping
• Outdoor media accompany the shoppers’ journey to all the classiest outlets
• You can influence a purchase at department stores, at duty free, or in the High St nationwide
Outdoor allows brands to compete for consumers’ share of mind
• With so many toiletries and cosmetics brands, share of mind is vital
• You need a competitive medium to put your brand message to work
• Placing a visual brand message in front of shoppers acts as a stimulus to purchase
Outdoor is a great directional medium and can activate a purchase
• Everyone sees Outdoor: it dominates the high street and the mall
• Outdoor can be a great reminder and directional tool, prompting an impulse visit to store
Outdoor appeals to the senses and creates engagement
• High levels of creativity mean that you can experience the product before buying
• Outdoor can appeal to multiple senses – sight and smell!
• Outdoor can create engagement even with the low interest products
Outdoor can target an audience type, mindset, moment or environment
• Outdoor reaches a relevant audience in the environment you choose
• Targeting can range from students to duty free shoppers clubbers, to regular gym-goers
Malls are the new frontier: a more relaxed shop with high typical spend patterns
• Outdoor advertising brings colour to the mall
• Mall goers are young, high-spending and keen to look their best
• Beauty products, toiletries and perfumes present exceptionally well in malls
Proven effective
• Outdoor reaches the right audience with the right message in the right place
• We are building a library of case studies which support the use of outdoor as a standalone medium, and as an adjunct to other media
Outdoor is the medium experienced most recently before shopping
• Recency is a big driver of ad recall and influence
• Outdoor is overwhelmingly the medium shoppers recall seeing or hearing most recently
Seen or heard advertising in 30 min...
92%
36%
6% 4%
Outdoor
Radio
TV
Newspapers
Source: Ipsos DMMA, 506 respondents in diverse shopping environments
The leading toiletries and cosmetics brands trust outdoor•Top 40 toiletries and cosmetics advertisers Jan-December 2010 spent on average £613K on outdoor (source: NMR data)
Unilever, Procter & Gamble, Glaxosmithkline, Beiersdorf, L’Oréal, Chanel, Garnier, Bourjois, Johnson & Johnson, Estée Lauder, Clinique, Parfums Christian Dior, Wilkinson Sword, Maybelline, Boots the Chemists, L’Oréal luxury products, Clarins, Coty Prestige, Colgate Palmolive, Alberto Culver, Kenneth Green Associates, PZ Cussons, Kimberly Clark, SCA Hygiene Products, Coty UK, Puig, Asda Stores , GHD Hair Products, Schwarzkopf, Elizabeth Arden, Decleor, Essensuals Hair, Bare Escentuals, Jigsaw, Gentle Beauty Co, Sara Lee Personal Care, Scissors salons, Bobbi Brown, Paul Henri hairdressers, Trevor Sorbie salons, Revlon International
Cinema Radio Online DM Print Outdoor TV£0.00
£0.20
£0.40
£0.60
£0.80
£1.00
£1.20
£1.40
£0.09 £0.12
£0.26£0.34 £0.35
£1.15 £1.12
Re
ve
nu
e R
OI
If production costs are included, Outdoor is the most efficient medium for FMCG brands
Revenue return on investment, all media, FMCG
Sample Set: All FMCG Results Vault studies (2002 - 2008) with measured Outdoor RROI
Receptive audience: most people on the street are buying something
Source: London Shopper Survey, Clark Chapman Research (324 random London street intercept interviews)
Se-ries
1
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
26% 30% 29% 15%
Already bought somethingAlready bought something & expect to buy something elseNot bought anything but expect to buy something
85% bought or expect to buy something
Q: Have you bought or do you expect to buy anything during this trip out today?
Clothes & Shoes Magazines Music Cosmetics/toiletries Cinema/theatre0
10
20
30
40
50
60
70
50
32 33 32
15
56
3538 37
16
57
43 42 40
23
Light Mobility Moderate Mobility Heavy Mobility
%
Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews
More mobile = more spontaneous
Q: What sort of products are you likely to buy spontaneously?
Ready-made audience with a serious interest in healthy livingAdult 000’s
Source: CBS Outdoor, 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
Heavy
Outd
oor
Heavy
TV
Heavy
Rad
io
Heavy
Cin
ema
Heavy
Mag
azin
es
Heavy
Inte
rnet
Heavy
New
spap
ers
2610
2135 2113 2088
18221674 1636
More mobile people spend more freely
"I spend more than I should" "I enjoy spending money" "I am an impulsive spender"0
10
20
30
40
50
60
70
80
4954
31
55
69
34
60
70
42
Light Mobility
Moderate Mobility
Heavy Mobility
%
Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews
Heavy outdoor audience is more affluent than other other media
Adult 000’s
Source: CBS Outdoor, 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
Heavy
Outd
oor
Heavy
Inte
rnet
Heavy
Cin
ema
Heavy
Rad
io
Heavy
New
spap
ers
Heavy
Mag
azin
es
Heavy
TV
1913
1491
1261
1112
951890
609
1643
14321341
915821 822
450
Earn £30k personal income
Earn £50k family income
Top cosmetics and toiletries advertisers trust outdoorTop 40 high spending cosmetics and toiletries advertisers in outdoor 2013 (Average expenditure £737k)
Unilever, Chanel, Estee Lauder, Christian Dior, Church & Dwight, Clinique, Beiersdorf, Garnier, Loreal, Kg Kenneth Green, Glaxosmithkline, Colgate Palmolive, Puig, Loreal Paris, Johnson & Johnson, Pz Cussons, Coty Prestige Uk Ltd, Ddd, Toni & Guy, Clarins, Burberry, Philips Consumer Lifestyle, Bpi Beaute Prestige, Mac Cosmetics, John Frieda, Bare Escentuals, Ghd, Asda, Bobbi Brown, Sas & Co, Creme De La Mer, Sca Hygiene Products, Sa Designer Parfums, Coty, Kerastase, Astalift, Jo Malone, Sylphar, House Of Fraser, Harvey Nichols
Source: Nielsen Media Research