ClearChannel / 10 fast facts about outdoor
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Transcript of ClearChannel / 10 fast facts about outdoor
Outdoor connects with
increasing numbers of people where they live and work.
1.
Cities are growing….
– For the first time in history, more of us live in cities than in the country (51%)
– By 2050 the UN predicts this will rise to 70%1
– Close to 180,000 people move into cities daily, adding roughly 60 million new urban dwellers every year2
– In 1950 New York was the only city in the world with a population of over 10 million, now there are 21 such ‘megacities’1
– Clear Channel reaches 450 million people every month
Sources: 1 United Nations – 2009 Revision of World Urbanisation Prospects
2 Trendwatch ‘Citysumers’ Briefing 2010
People don’t avoid
out-of-home.
2.
Ad avoidance has become easier and multi-screening means that attention levels are seriously compromised.
Source: 1GB TGI 2010 2Q Media Research, IAB, Thinkbox, UK 3’People & Places Series - Belgian Rail Travellers Digital Insight Study 2012’
– 69% of UK adults state that they fast forward through TV ads when watching recorded programmes1
– 64% of ‘tech-savvy’ UK – consumers say they sometimes
watch TV whilst simultaneously using the internet2
– Almost half (48%) state that they do – this on a daily basis2
“You see it [outdoor advertising], but without saying to yourself, ‘oh I must look at it” 3
People like outdoor
advertising – it entertains rather than
interrupts.
3.
Poster ads provide urban colour and engage and entertain.
Sources: 1 Kinetic Moving World Europe 2009 2Youth Conspiracy ‘Generation Media’ Research, UK 3Acacia Avenue Research. UK 2009
“It is my routine. Every two weeks or so the billboard at the station will have something different which is interesting to see” 3
44% of Europeans agree that well designed poster sites improve the urban landscape1
“Bus shelters keep me warm on a cold night, and offer something colourful for me to look at !” 2
Outdoor makes brands famous.
4.
Out-of-home advertising boosts brands by building firm foundations.
The basis for strong brands is familiarity and outdoor is a high frequency medium that creates familiarity by giving brands a physical presence
“If an ad is everywhere then when it comes to buying a particular product, that name is already in your head, that goes a long way to influence your decision making” Adultescent (25-39 no kids), Australia
Sources: Brand Z/ Millward Brown, UK / The Seed’ Adultescents Study ANZ 2006
Outdoor works
– the most powerful global brands over invest in
out-of-home. 5.
Source: Mindshare/ Millward Brown BrandZ / The Nielsen Company, UK
Stronger brand typologies spend a higher share in outdoor.
3%
6%
7%
8%
10%
13%
17%
18%
Ave. Outdoor Share 2009
Olympic brands
Classic brands
Little Tiger brands
Fading Stars
Defender brands
Clean Slate brands
Weak brands
Specialist/Niche brands
Average 2009 = 9%
Outdoor can launch
new products without
other media support. 6.
Outdoor was responsible for the second biggest grocery launch of 2012.
– The biscuit sector’s first ever launch to use outdoor as the sole advertising medium
– Outdoor gave stand out to a campaign in a sector where 85% of spend was on TV
– In under 1 year Cadbury’s Biscuit sales reached £15.2 million
– Named The Grocer magazine’s “top biscuit launch” of 2010
Outdoor campaigns can start
a conversation.
7.
SHO
RED
ITC
H
OOH campaigns get people talking and generate interest and create brand buzz.
Agree Disagree
“Thinking of this advertising campaign, please tell me whether you agree or disagree with each of the following statements?”
Source: Clark Chapman Research, UK April - May 2011
74% of people who saw a Becks Digital screen subsequently had a conversation about Becks
60 57
39
33
8 13 15
20
Kind of ads peoplewould talk about
On first seeing wouldwant to look again
Makes me want tobuy/try Beck's
Tells me somethinghaven't been told
before
Mixed media campaigns work harder
when out-of-home is on the schedule.
8.
£0.76
n/a
£1.69
£0.96 £0.77
£0.00
£0.50
£1.00
£1.50
£2.00
£2.50
TV Outdoor Print Radio Online
£1.34 £1.19
£1.00 £0.92
£0.52
£0.00
£0.50
£1.00
£1.50
£2.00
£2.50
TV Outdoor Print Radio Online
Outdoor boosts both TV and overall media RROI for FMCG advertisers.
76%
*Outdoor users with measured Outdoor effect Source: BrandScience Sample Set: UK Results Vault studies (2002 -2010) as at 12th Oct 2010 includes production costs
All comms RROI is 1.18
All comms RROI is 0.95
36% 40% 10% 10% 5%
RR
OI
RR
OI
FMCG Outdoor users*
FMCG Non Outdoor users
Out-of-home is the shoppers’ media.
9.
Outdoor is the most seen medium before purchase.
Sources: IPSOS DMMA, France, Base: 506 respondents 1 Kinetic Worldwide People Panel 2010
Q: “What media have you seen or heard in the last 30 minutes before shopping?”
58% of people say advertising for a product near to where they can buy it, makes it more relevant for them1
4% 6%
36%
92%
Newspaper TV Radio Outdoor
Proximity campaigns increase brand consideration
and purchase.
10.
Outdoor advertising encourages product trial and purchase
Sales uplift (During)
Sales uplift (Post)
Cadbury Duals +24% +13%
Cadbury Crunchie +21% +8%
Cadbury Caramel +32% +20%
Food Norm +15% +9%
NPD Norm +19% +10%
Cadbury’s Caramel Biscuit launch
“Makes me want to buy or try it”
30%
56% 64%
80%
Norm All Adults Women 25-45 Any positive
Source: 1Clear Channel Research Monitor (UK) 2010 2 Litmus (UK) 2010