10 reasons why entertainment and media brands should use outdoor
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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.

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Presentation Transcript
quick cover build
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
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
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 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 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
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
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
“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
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
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
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

slide13

Outdoor audience influential in persuading others about TV

(000)

Source: CBS Outdoor, TGI Media Neutral quintiles 2012

“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

slide14

Outdoor audience offers keenest approach to music

(000)

Source: CBS Outdoor, TGI Media Neutral quintiles 2012

“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

slide15

Outdoor audience offers highest annual outlay on DVDs

£m

Source: CBS Outdoor, TGI Media Neutral quintiles 2012

“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

leading media entertainment advertisers trust outdoor
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

entertainment campaigns get noticed
Entertainment campaigns get noticed

“Which of the following have you seen advertised recently using outdoor advertising – New films, TV programmes, theatrical shows, books and music?”

Source: YouGov survey of 1,692 respondents, May 2011

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