10+ reasons why
entertainment and
media brands should
use Outdoor
Quick cover build
• Outdoor is ideal for getting a message across to a large audience in a hurry
• It delivers cover build quickly, achieving both high coverage and frequency
Launch platform
• Outdoor is a great medium to launch a new product
• Most campaigns for films, books, shows, TV programmes and CDs are launches
A truly broadcast medium
• 86% of UK adults have seen outdoor advertising in the past week (TGI)
• Irrespective of budget, target audience and geography, you can always find a suitable range of outdoor media
Outdoor is the classic brand builder
• Outdoor offers a tremendous platform for creating brand familiarity*
• Outdoor confers personality on brands and boosts online search*
• There is a strong correlation between heavy outdoor use and successful or growing brands*
* The Brand Building Power of Outdoor research, Mindshare, October 2010
The right audience in the right place
• The audience you reach most with Outdoor is the audience you most want to reach
• The heavy Outdoor audience is young, in full time employment, and upscale
• With cash to splash, they want to be informed and entertained
Outdoor reaches you in the right mindset: ready for inspiration
• The majority of UK adults find outdoor advertising helpful
• They say they have acted on ideas they have seen advertised
The media’s medium
• By far the largest product category using Outdoor is Media and Entertainment
• Outdoor is the medium on which other media choose to promote their own
• You’re placing a new idea, reinforcing a preference, acting as a timely reminder, stimulating a change
“Out now” – that is where you should be too
• When a brand advertises in outdoor media, consumers know it is “out” and ready to be consumed
• That is true of books, films, magazine issues, music releases and price promotions
• There’s no better announcement vehicle
It’s a showcase for ideas on what to do and see• People on the move out of
home are on the lookout for things to do
• They consciously take in suggestions from media they see
• Tourists very often consume no other UK media but they do see attractions advertising
Outdoor is a visual medium – a huge canvas for your ideas
• The most visual medium suits a visual product like media
• Outdoor instantly conveys an image of what is on offer, plants it in the brain
• That visual recall of packshot or image is important at point of sale
Be (multi) local – own the area!
• When you advertise in Outdoor, you put down a marker
• People expect to be able to find you in that area (in a shop, in a cinema, on the radio dial)
• You dominate the environment and make the territory your own
Amount spent on CD's, past 12 months Amount spent on DVD's, past 12 months
£0
£50
£100
£150
£200
£250
£300
Heavy outdoor
Heavy internet
Heavy cinema
Heavy magazines
Heavy TV
Heavy radio
Heavy newspapers
Outdoor audience offers highest annual outlay on CDs, DVDs
£m
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
Outdoor audience offers keenest approach to arts, music, gadgets
Adults 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
"I like to buy new gadgets and appli-
ances"
"I am interested in the arts"
"Music is an important part of my life"
0
1,000
2,000
3,000
4,000
5,000
6,000
Heavy outdoorHeavy internetHeavy cinemaHeavy radioHeavy TVHeavy magazinesHeavy newspapers
Word of mouth: Outdoor audience most likely to influence others
Adults 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
Very likely to convince others about TV/audiovisual eqpt
Quite likely to convince others about TV/audiovisual eqpt
Very/quite likely to convince others about TV/audiovisual
eqpt
0
500
1,000
1,500
2,000
2,500
Heavy outdoor
Heavy internet
Heavy cinema
Heavy TV
Heavy radio
Heavy magazines
Heavy newspapers
Leading media & entertainment advertisers trust outdoor
Top spending 50 media & entertainment advertisers in outdoor (average spend £2.512m)BSkyB, Warner Bros, Twentieth Century Fox, Channel 4, Universal Pictures, Paramount Pictures, Sony Pictures, Entertainment Films, News International, E1 Entertainment, Lionsgate Entertainment, AKA Promotion, ITV, Momentum Pictures, Independent Newspapers, Warner Home Video, Optimum Releasing, Icon Film Distribution, Buena Vista International, UKTV, Transworld Publishers, Warner Music, Virgin Media, Ransom House, Camelot, Harper Collins, Penguin Group, Historic Royal Palaces, Phil McIntyre Entertainment, Macmillan Publishing, Tate Gallery, Universal Music, British Museum, Orion Publishing, Sony Music, Vertigo Films, Merlin Entertainments, Dewynters, Cameron Mackintosh, GMTV, Postcode Lottery, Global radio, BBC Worldwide, Time Warner Books, Royal Academy of Arts, Really Useful Theatre, CBSTV, Titan Bet, Channel 5, Raymond Gubbay, London Eye
Source: Nielsen Media Research
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