Outdoor works for travel brands
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Outdoor works for… Travel brands. T he OOH audience are interested in travel and holidays. Heavy OOH Definitely / Tend to agree with…. “ I have a keen sense of adventure” (121) “I like to holiday off the beaten track” (118) “I like difference cultures and lifestyles around me” (111)

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T he ooh audience are interested in travel and holidays
The OOH audience are interested in travel and holidays

Heavy OOH Definitely / Tend to agree with….

“ I have a keen sense of adventure” (121)

“I like to holiday off the beaten track” (118)

“I like difference cultures and lifestyles around me” (111)

“I often do things on the spur of the moment” (109)

“I go somewhere different on holiday every time” (107)

Source: TGI 2013/CBS Top Indexing Lifestyle statements (DA/TA)


OOH-exposed people more likelyto act on adsThose seeing OOH ads are much more likely to learn about companies they’ve seen advertised, and look at products they’ve seen advertised, than people who haven’t



Outdoor can demonstrate the travel experience with impact and scale
Outdoor can demonstrate the travel experience with impact and scale

Travel brands can communicate when consumers are in transit


Unparalleled ability to target
Unparalleled ability to target and scale

Outdoor can target all audiences, from business to leisure travellers

Outdoor can be the last ad you see before departing and the first you see when returning



Outdoor brings travel to life in vibrant colour
Outdoor brings travel to life in vibrant colour and scale

Outdoor provides scale and impact for a highly competitive category


Outdoor reaches people in the right mindset
Outdoor reaches people in the right mindset and scale

The audience is already on the move when they see the travel advertising

They are in a travel mindset, mobile, already pre-disposed to the idea


A constant stimulus
A constant stimulus and scale

The diversity of media on offer keeps the opportunities front of mind


High impact makes outdoor the most visual branding medium
High impact makes outdoor the most visual branding medium and scale

Outdoor can’t be missed, switched off, turned over or zapped

It’s the best medium for planting a visual brand memory


Outdoor lets advertisers keep their latest offers in view
Outdoor lets advertisers keep their latest offers in view and scale

With travel bookings being a 12 month market, advertisers need to keep their travel offers in view on a continuous basis


Digital provides a dynamic platform matching offers with consumers
Digital provides a dynamic platform matching offers with consumers…

…and driving them to book



Outdoor offers best return on investment roi analysis of travel campaigns
Outdoor offers best return on investment (ROI analysis of travel campaigns)

£5.01

£4.29

£3.08

£2.49

£2.43

Radio

Print

Online

TV

Outdoor

Source: BrandScience (Travel)


Outdoor drives web search for travel brands more than tv press and radio
Outdoor drives web search for travel brands, more than TV, press and radio

Increase in travel brand online search volume caused by £1m advertising.

Note: press and radio were found to have negligible effect. See Admap article 2011

  • Mindshare research shows that Outdoor drives web search volume for the advertised brand

  • Outdoor generates more search than TV, press and radio

Source: Mindshare “The Branding Power of Outdoor”


Heavy Outdoor audience press and radiospend more on holidays and short breaks

Source: Exterion Media, TGI Media Neutral quintiles 2013

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


Heavy Outdoor audience represents more press and radioadventurous travellers

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, i.e. the most typical consumer of that medium


Word of mouth outdoor audience talk more about holidays and travel
Word of mouth: Outdoor audience talk more about holidays and travel

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, i.e. the most typical consumer of that medium


Outdoor audience plan more holidays
Outdoor audience plan more holidays travel

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, i.e. the most typical consumer of that medium


Travel and holiday destinations campaigns get noticed with outdoor
Travel and holiday destinations campaigns get noticed with outdoor

“Have you seen outdoor advertising for travel and holiday destinations recently?”

Urban means people who live, work or study in a large town or city

Source: YouGov, August 2012


Word of mouth outdoor delivers more people influencing travel choices
Word of mouth: Outdoor delivers more people influencing travel choices

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, i.e. the most typical consumer of that medium


Leading travel advertisers trust outdoor
Leading travel advertisers trust outdoor travel choices

Top spending 40 travel advertisers in outdoor in 2013

(average spend £863k)

British Airways, Easyjet, Emirates Airline, Transport For London, Visit England, Virgin Atlantic, Turkish Airlines, Jet2.Com Flights, Cathay Pacific, Virgin Trains, Virgin Holidays, Thomson, Heathrow Express, Monarch Airlines, Lufthansa, Discover America, Turkish Tourist Office, Lhr Airports, Expedia, East Coast Main Line , Marriott Hotels, Moroccan Natl Tourist Office, Natl Express, Hayes & Jarvis, French Government Tourist Office, Etihad Airways, Skyteam Airline Alliance, Celebrity Cruises, Manchester Airport, First Great Western Railway, Norwegian Air Shuttle, Low Cost Travel Group, Germanwings, Air France/KLM, Specialist Holidays Group, Flybe, Icelandair, Go Ahead Group, First Capital Connect, Gatwick Express

Source: Nielsen Media Research


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