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Outdoor works for… finance brands

Outdoor works for… finance brands. The people you reach most with outdoor are the people you most want to reach. The heaviest outdoor audience, i.e. those seeing the most outdoor ads, have the highest disposable income Outdoor fills an important gap by delivering light TV viewers.

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Outdoor works for… finance brands

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  1. Outdoor works for…finance brands

  2. The people you reach most with outdoor are the people you most want to reach The heaviest outdoor audience, i.e. those seeing the most outdoor ads, have the highest disposable income Outdoor fills an important gap by delivering light TV viewers

  3. 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, but people in the market for finance are even more likely to do so Across all products People in the market for financial products

  4. People in the market for finance are more likely to search because of OOHAcross 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, but this increases to 74% for people in the market for finance People in the market for financial products Across all products

  5. For those in the market for finance, more OOH increases searching and purchasing More exposure to OOH appears to have an effect on web searching and buying, especially at the highest exposure (e.g. 5+ exposures)

  6. Outdoor is proven to build strong brand equity According to Mindshare research*, confident and successful brands over-invest in outdoor (11%+ share of media spend) Such outdoor brands score highly against attributes such as “desirable”, “trustworthy”, “wise”, “straightforward” and “fun” *Mindshare “The Brand Building Power of Outdoor 2010”

  7. Outdoor is the most visual medium • Outdoor cannot be missed, turned off, switched over or zapped • It’s the most visual medium and it is tremendous for branding, awareness and recognition

  8. Placement capability = ability to target by audience, context, mindset Different formats offer diverse but well-defined audience targeting opportunities This is useful for context / mindset and for pinpointing e.g. high net worth individuals, commuters, homeowners, students, drivers etc.

  9. Outdoor can work on a local level Outdoor can be planned and bought regionally and locally – creative executions can reflect this

  10. Outdoor delivers hard to reach audiences Outdoor delivers high levels of coverage and frequency In mixed media campaigns, outdoor typically adds 10%-15% net audience reach, and more than doubles the OTS delivery

  11. 24 hours a day, seven days a week The message is always visible People constantly think about their finances, so it makes sense to have continuous presence

  12. Proven effective • Brand Science research shows the ROI for Finance advertisers using outdoor (see research section on Outdoor Media Centre website) • A number of recent case studies have attested to the power of outdoor

  13. Outdoor audience have higher personal and family incomes 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

  14. Outdoor audience discuss financial services Adult 000’s 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

  15. Outdoor audience represents more investors in insurance, ISAs, mortgages 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

  16. Outdoor audience represents more owners of credit cards and loans Adult 000’s Source: Exterion Media, 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

  17. Outdoor audience represents more insurance policy holders and investors 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

  18. Leading finance advertisers trust Outdoor Top spending 40 finance advertisers in Outdoor 2013 (average spend £1.9m) Lloyds, Halifax, Santander, Tsb, Bank Of America, Visa, American Express, Royal Bank Of Scotland, More Than, Post Office, Hsbc, Barclays Bank Of Scotland, Allianz Cornhill Insurance, Nationwide Bs, Barclaycard, Aberdeen Asset Managers, Moneysupermarket, Gocompare, Hiscox Aviva, Virgin Money, Accenture, Yorkshire Bs, Insure & Go, Natwest, Fidelity Investment Services, BglGrp, Bupa, British Gas, Money Advice Ser Western Union, Tesco Bank, Schroder Leasing, First Direct, Natl Australia Bank, Danske Bank, Uki, Axa Sun Life, Jupiter Asset Management Source: Nielsen Media Research

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