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Why Outdoor works for... drink brands

Why Outdoor works for... drink brands. T he OOH audience are sociable!. Heavy OOH Definitely / Tend to agree with…. “The point of drinking is to get drunk” (125) “I like to go to trendy places to eat and drink” (119) “I like to try new drinks” (118)

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Why Outdoor works for... drink brands

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  1. Why Outdoor works for... drink brands

  2. The OOH audience are sociable! Heavy OOH Definitely / Tend to agree with…. “The point of drinking is to get drunk” (125) “I like to go to trendy places to eat and drink” (119) “I like to try new drinks” (118) “It’s worth paying extra for good quality beer” (116) “I really enjoy a night at the pub” (116) “I am prepared to pay more for good quality wine” (111) Source: TGI 2013/CBS Top Indexing Lifestyle statements (DA/TA)

  3. OOH exposed audiences are more likely to act on ads Those seeing OOH ads are more likely to look at products or services and are learn about companies or products they’ve seen being advertised, and this is even more true of people in the market for spirits People in the market for spirits Across all products

  4. For those in the spirits market, more OOH increases searching and purchasing

  5. Outdoor can help reposition brands

  6. 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

  7. Outdoor lends itself to prompting trial and impulse purchase The purchase of drink is often what one ‘fancies’ at the time We are all influenced by images we have seen recently

  8. Outdoor reaches discreet audiences in relevant environments

  9. 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

  10. Outdoor follows the customer journey Outdoor advertiser follows the consumer as they are on en route for their evening out These sites are often the last opportunity to be exposed to advertising 88% see and recall OOH advertising in the 30 minutes prior to purchase

  11. 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

  12. 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...

  13. Proven effectiveness For FMCG products, Brand Science research now shows the ideal media share for outdoor is 22%

  14. Word of mouth: Outdoor audience delivers more influence about drinks brands Adults (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

  15. Outdoor audience consume more alcohol out of home Adults (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

  16. Top drinks advertisers trust outdoor Highest spending drinks advertisers in outdoor 2013 (Average expenditure £1.7m) Coca Cola, Heineken, Molson Coors, Suntory, Diageo, Anheuser Busch Inbev, Nestle, PernodRicard, Schweppes, Cellar Trends, C&c, Accolade, Brown Forman Red Bull, Pepsico, Kraft, Innocent, Bacardi Martini, Danone Waters, Thatchers Cider, Unilever, Maxinutrition, First Drinks, Arla Foods, Cadbury Trebor Bassett R Twining & Company, Fuller Smith & Turner, Glaceau Vitamin Water, Moet Hennessy, Kopparberg Cider, Rekorderlig Cider, Bros Drinks, Vita Coco, Bettys & Taylors Of Harrogate Starbucks, Captain Morgan, Edrington Group, Volac, Miller, DouweEgberts

  17. Heavy Outdoor audience makes up more spirits drinkers Spirits drinkers - last 12 months (millions of people) 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

  18. Heavy Outdoor audience represents more drinks consumers – beer and cider Beer and Cider drinkers – last 12 months (millions of people) 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

  19. Heavy Outdoor audience makes up more wine drinkers Wine drinkers – last 12 months (millions of people) 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

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