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10+ reasons why retail brands should use Outdoor. Outdoor is a great point of sale medium. Outdoor can place a message nearer a retail outlet than any other medium. Operational efficiency now attracting large supermarket chains.

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outdoor is a great point of sale medium
Outdoor is a great point of sale medium

Outdoor can place a message nearer a retail outlet than any other medium

operational efficiency now attracting large supermarket chains
Operational efficiency now attracting large supermarket chains

The medium can now deal operationally with short term, price sensitive campaigns and faster cycles

Large retailers like Tesco are now using this greater flexibility to great effect

outdoor delivers a proven high roi for retail brands
Outdoor delivers a proven high ROI for retail brands

Econometric research from Brand Science shows that Outdoor delivers high ROI to retail clients

High ROI for every pound invested

outdoor has national regional and local capability precision targeting
Outdoor has national, regional and local capability: precision targeting

Outdoor can be bought nationally, regionally or locally with great precision

Select by road type, proximity distance or catchment area with no wastage

outdoor delivers high awareness essential for openings sales or every day
Outdoor delivers high awareness: essential for openings, sales, or every day

Outdoor gives high brand awareness for retailers to establish and grow their brands

outdoor is a high impact medium with very high levels of attention
Outdoor is a high impact medium with very high levels of attention

Outdoor gets noticed. It can’t be switched on, or turned over

According to TGI 2010, 97% of UK adults have seen outdoor advertising in the past week

outdoor allows advertisers to be competitive
Outdoor allows advertisers to be competitive

In a competitive market where share is vital, an advertiser needs a competitive medium

outdoor is a great directional medium and can activate a visit
Outdoor is a great directional medium and can activate a visit

Everyone sees Outdoor

It can be a great reminder and directional tool, prompting an impulse visit to store

For online retail too, Mindshare research* found Outdoor to be more effective than TV, radio and print for driving brand search on the internet

* “The Branding Power of Outdoor” Mindshare 2010

outdoor can target an audience type mindset or moment
Outdoor can target an audience type, mindset or moment

Outdoor reaches the relevant audience and can stimulate a buying decision

Targeting can range from students to duty free shoppers, harassed mums or grey panthers

outdoor is the most visual medium best for leaving a lasting branding impression
Outdoor is the most visual medium: best for leaving a lasting branding impression

Outdoor advertising messages get noticed

They are capable of anchoring a strong visual brand memory in the brain

This can be triggered again at point of sale

proven effective
Proven effective

Retail brands are one of the fastest growing areas for outdoor

Retail brand count is increasing

Proven effective for Tesco, M&S, KFC, H&M, Westfield, Pizza Hut…

outdoor is the medium experienced most recently before shopping
Outdoor is the medium experienced most recently before shopping

Advertising messages get noticed

Outdoor overwhelmingly the most recent medium

Source: Ipsos DMMA, 506 respondents in diverse shopping environments

more mobile people make more frequent shopping trips

Light Mobility

Moderate Mobility

Heavy Mobility

More mobile people make more frequent shopping trips

Go ‘top up’ food shopping on way home from work twice a week or more

Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews

receptive audience most people on the street are buying something

85% bought or expect to buy something

Receptive audience: most people on the street are buying something

Q: Have you bought or do you expect to buy anything during this trip out today?

Source: London Shopper Survey, Clark Chapman Research (324 random London street intercept interviews)

outdoor audience is the biggest audience for retailers and centres
Outdoor audience is the biggest audience for retailers and centres

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

leading retail advertisers trust outdoor
Leading retail advertisers trust Outdoor

Top retail advertisers in Outdoor 2012 (average spend £559k)

Specsavers, JD Sport, H&M, Marks & Spencer, John Lewis, Decathlon, Burberry, River Island, Matalan, Harveys Furnishing Grp, HMV, Gap, Capital Shopping Centre, Westfield, Bang & Olufsen, Asda, Waterstones, Gucci, Harrods, McArthurglen, Brent Cross, Uniqlo, Vision Express, SCS Furniture Stores, Go Outdoors, French Connection, Realm, Flower Council Holland, Boots, JJB Sports, TK Maxx, Selfridges, Blockbuster Entertainment, Liverpool One Shopping Centre, Land Securities, Central Shopping Centre, Meadowhall Shopping Centre, Wilkinson Hardware Stores, House of Fraser, Aurum Jewellers

Source: Nielsen Media Research