Transcript Slide 1
10+ reasons why drink brands should use Outdoor Social drinking happens out of home • • • People meet friends and drink socially. They are “going out” Being in the outdoor environment is part of the going out feeling Being with friends, the advertising is consumed together Outdoor creates impulse. We often make drinks decisions ‘on the hoof’ • • The purchase of drink is often what one ‘fancies’ at the time We are all influenced by images we have seen recently Proximity to purchase points • • Purchase points for drinks are always out of home Outdoor offers the nearest advertising to the point of purchase Recency effect • • Outdoor is the last branded advertising consumed before shopping Research shows recency aids advertising recall and purchasing behaviour Outdoor is the strongest medium for visual branding • • Outdoor is a large, colourful medium that offers great creative opportunity It plants a strong memorable visual image in the minds of consumers People often travel to have a drink • • Buses, tubes, trains and taxis are used to go out to have a drink These modes of transport are often the last opportunity to be exposed to advertising Outdoor builds brand equity - it is a great brand builder • • • Consumers feel outdoor advertised brands are desirable Outdoor creates awareness, familiarity and fame It’s strongly correlated with strong and growing brands. See “Brand Building Power of Outdoor” 2010 research Controllable placement • • Outdoor offers great targeting possibilities, in both people and places These include city centre going out areas, shopping centres, mass transit hubs, out of town malls, student campuses, downtown pedestrian precincts... Proven effectiveness • For FMCG products, Brand Science research now shows the ideal media share for outdoor is 22% Heavy Outdoor audience represents more drinks consumers – beer, wine and cider 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 Heavy Outdoor audience represents more drinks consumers – champagne and spirits 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 delivers more influence about drinks brands Quite likely to convince others Heavy outdoor Heavy internet Heavy magazines Heavy TV Heavy radio Very likely to convince others Heavy cinema Heavy newspapers 0 500 1,000 1,500 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 Top drinks advertisers trust outdoor Highest spending drinks advertisers in outdoor 2010 (Average expenditure £1.18m) Coca-Cola, Glaxosmithkline, AB Inbev, Diageo, Molson Coors, Innocent, Bacardi Martini, Heineken, Carlsberg, Wells & Youngs, Brown Forman, Red Bull, Beverage Brands, Pepsico, Miller Brands, Unilever, C&C Group, Halewood International, Britvic, Starbucks, Cote du Rhone Wines, Pernod Ricard, Danone, AG Barr, Isklar, Bettys and Taylors, Highland Spring, Strauss Group, Fuller Smith and Turner, UBSN, Gaymer Cider, West Indies Rum and Spirits, First Drinks, Constellation Europe, Tetley Group, Moet Hennessey, Taylors of Harrogate, E&J Gallo Wines, Drink Neuro, SA Brain, WT Foods, Cobra Beer, Edrington Group, JW Lees, Caledonian Brewery, Nestle, Twining