Out of Home works for Finance brands. Out of Home is an important medium for Finance brands.
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Transcript of Out of Home works for Finance brands. Out of Home is an important medium for Finance brands.
Out of Home works for Finance brands
Out of Home is an important medium for Finance brands
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
180,000,000
200,000,000179,422,388
99,131,410
72,821,286 72,679,277
54,653,67048,824,138 43,230,568
32,572,638 30,388,280 28,447,348
Entertainment & Leisure Telecoms Drink Finance Food Travel & Transport Motors Cosmetics & Personal Care Govt,social,political Organis
Retail
Leading Finance brands invest in Out of Home
£9.8m
EE
£7.4m £4.8m £4.5m£3.8m
£3.7m £2.2m £1.89m £1.88m £1.7m
People who see a lot of posters are financially engaged
Young, in full timeemployment, highincome and upmarket
Mobile connectedand activelyinterested infinancial products
Extremely well informed about financial products and services and happy to talk about and share their views with others, both off and online
HEAVYOOH CONSUMPTION
Most likely to have private medical insurance, invested
money in their own business, interested in saving but use
credit cards/loans when necessary and are most regular
uses of online banking
Educated and cultured
Heavily OOH-exposed people are financially engaged
Exten
sive
know
ledge
of f
inanc
ial s
ecto
r
Very
likely
to c
onvin
ce o
ther
s on
bra
nds_
sect
or
Financ
ial C
ham
pions
Financ
ial C
onne
ctor
s (c
onne
ct re
gular
ly)
Financ
ial M
aven
s (k
nowled
ge e
xcha
nger
s)
Financ
ial S
alesp
eople
(high
ly pe
rsua
sive)
0
100
200138 135
193
124 138 135
Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base All Adults
Interested in Financial S...0
20
40
60
80
100
85%
Index
Those heavily exposed to Out of Home are also actively interested in financial products and very likely to influence others about Financial services and products
%
Looked at financial product or service Learnt about financial product or service
54% 49%49%
28%
Seen OOH Not seen OOH
Searched for financial products and services as a r...
32%
74%
No Yes
The Customer Journey 2012
Out of Home drives financial search and consideration
Those seeing OOH ads are more likely to search and learn about companies or products they’ve seen advertised, but people in the market for financial products are even more likely to do so
Source: FEPE International / Future Foundation Nov 2014
%
Out of Home is also a very trustworthy medium
Trustworthy0.0
5.0
10.0
15.0
20.0
25.0
30.028
24
22
3
TV OOH Press Internet
Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base All Women
Index
The heavy OOH audience represents more investors in insurance, mortgages & loans
Have Mortgage Have Private Medical Insurance0
20
40
60
80
100
120
105110
107101
97
107
9592
89
105
74 74
Heavy OOH Heavy Radio Heavy Magazines Heavy Internet Heavy Newspapers Heavy TV
Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
Owners of credit cards/loans are more heavily exposed to OOH
Own a credit card Own 3+ credit cards Have loan0.0
5.0
10.0
15.0
20.0
25.0
20
22
23
18
16
20
1818
1716 16
20
15
17
12
14
1614
12.6
15.5
10.9
Heavy OOH Heavy TV Heavy Radio Heavy Internet Heavy Newspapers Heavy Cinema Heavy Magazines
%
Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium
Those actively interested in their finances see Out of Home more than other media
More aware of financial products than I used to be
Always looking for profitable ways to invest money
I'm good at managing my money0.0
5.0
10.0
15.0
20.0
25.0
20 21
1919
15
1917
16 1617
1816
15
17
1514
1615
12.4 12.3 12.4
Heavy OOH Heavy TV Heavy Internet Heavy Radio Heavy Cinema Heavy Newspapers Heavy Magazines
%