Why Out of Home works for drinks brands

Out of Home is a key medium for Drinks brands

0

20,000,000

40,000,000

60,000,000

80,000,000

100,000,000

120,000,000

140,000,000

160,000,000

180,000,000

200,000,000179,422,388

99,131,410

72,821,286 72,679,277

54,653,67048,824,138 43,230,568

32,572,638 30,388,280 28,447,348

Entertainment & Leisure Telecoms Drink Finance Food Travel & Transport Motors Cosmetics & Personal Care Govt,social,political Organis

Retail

Leading Drinks brands trust Out of Home

£11.7m £8.7m £5.5m

£4.4m £1.2m £1.1m

£4.8m

People who see a lot of Out of Home are actively interested in drinks brands

Young, in full timeemployment, upscale,high income, mobile,active and highly social

Highly social and enjoy drinking with friends, in home but

particularly out in bars, pubs, clubs

Actively interested in drinks products and happy to share their views with others, both off and online

HEAVYOOH CONSUMPTION

Heavy consumers of drinks – spirits, beers, lagers and wines.

Happy to pay for quality and open to trying new drinks and brands and have a particularly broad repertoire of brands compared to other media

Seen OOH in past week0

20

40

60

80

100

120

140

People who see a lot of posters have strong emotional sector connection

Exten

sive

know

ledge

of s

ecto

r

Very

likely

to c

onvin

ce o

ther

s on

bra

nds

sect

or

Post c

omm

ents

/view

s ab

out s

ecto

r onli

ne

Secto

r Cha

mpio

ns

Secto

r Con

nect

ors

(con

nect

regu

larly)

Secto

r Inf

luenc

ers

(influ

ence

man

y pe

ople)

Secto

r Mav

ens

(kno

wledge

exc

hang

ers)

Secto

r Sale

speo

ple (h

ighly

pers

uasiv

e)0

100

200148.8 152.7 150.5

176.6157.5 143.8 148.8 152.7

Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base All Adults

123

Index

Those heavily exposed to Out of Home are also actively interested in, and very likely to influence others about drinks products

The Customer Journey 2012Search from home/work

People who see posters for Spirits products are more likely to act

Looked at drinks company or product Learnt about drinks company or product0%

20%

40%

60%

47%

40%

29%

18%

Seen OOH Not seen OOH

Those seeing OOH ads are more likely to search and learn about companies or products they’ve seen advertised, but people in market for spirits are even more likely to do so

The Customer Journey 2012Search from home/work

For those in the Spirits market, more OOH means more search and purchasing

Search internet at home / work Search internet when mobile Search internet anywhere Buy because of OOH0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

50%

11%

56%

28%

65%

8%

68%

33%

55%

13%

62%

39%

63%

14%

68%

37%

83%

21%

87%

62%

1 OOH 2 OOH 3 OOH 4 OOH 5+ OOH

Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base All Adults / out of home drinking eg pubs, clubs, bars

Index

Out of Home audiences are social drinkers with broad brand repertoire

Volume drinks consumed out of home Regularly drink out of home Heavy repertoire drinks brands0.0

20.0

40.0

60.0

80.0

100.0

120.0

140.0

121 120127

116

103

83

112117

124

110106 108

9499

114

8477

88

Heavy OOH Heavy Newspapers Heavy Internet Heavy Radio Heavy Magazines Heavy TV

People who see a lot of OOH are heavy consumers – in and out of home

Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base All Adults / in and out of home consumption

Those heavily exposed to Out of Home are also heavy consumers of beers, lagers and ciders – both in and out of the home

Bottled beer and stout Alcohol free lager Bottled lager Cans lager Cider0

100

200

148136

130 128121

Index

Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base All Adults / heavy consumers ‘elsewhere’

Index

People who see a lot of OOH are heavy consumers – in and out of home

Those heavily exposed to Out of Home are also heavy consumers of spirits brands

0

100

200 190.7 180.4

134.9 129.7 124.1

Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base All Adults / out of home drinking eg pubs, clubs, bars

Index

People who see a lot of Out of Home are happy to pay more for quality

I Am Prepared To Pay More For Good Quality Wine It's Worth Paying Extra For Good Quality Beer0.0

20.0

40.0

60.0

80.0

100.0

120.0

140.0

116 114114

99

112 113106

114

105 103

73

90

Heavy OOH Heavy Magazines Heavy Radio Heavy Internet Heavy Newspapers Heavy TV

Sample Set: All FMCG Results Vault studies with measured Outdoor RROI

If production costs are included, OOH is the most efficient medium for FMCG brands

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

Revenue return on investment, all media, FMCG