Outdoor works for…

retail brands

Leading Retail brands trust Out of Home

£3.8m

EE

£1.9m £1.8m £1.8m £1.7m

£1.4m £1.4m £1.0m £0.7m £0.7m

£0.7m £0.6m £0.6m £0.6m £0.5m

People who see a lot of Out of Home are also dedicated shoppers

Young, in full timeemployment, upscale,high income, activeand highly mobile

Ad aware, tend to enjoy the shopping experience in

store and online too, see online retail as a way to

make life easier.

Actively interested in retail and happy to share their views with others, both off and online (particularly

‘male shoppers’)

HEAVYOOH CONSUMPTION

Dedicated and frequentshoppers. Out andabout, in an activemindset for productmessaging, highpropensity for impulsepurchase.

Heavy Out of Home audience is affluent, upmarket and young

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

Heavy OOH Heavy Newspapers Heavy Radio Heavy Magazines Heavy TV0

20

40

60

80

100

120

140

160144

106 102 99

49

123

92 88

116

48

120

21

42

99 97107

100 97 98

70

Earn £30k+ personal income Earn £50k family income15-24yrs ABC1

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

Shopped Department Store past 3mths Shopped Shopping Centre past 3mths0.0

20.0

40.0

60.0

80.0

100.0

120.0

140.0129

113

87

104

86

107

82

110

59

105

Heavy OOH Heavy Radio Heavy TV Heavy Magazines Heavy Newspapers

Index

Out of Home audience is highly relevant for retailers and retail centres

OOH drives mobile search - more so than any other medium

The Customer Journey 2012

+24% vs TV advertising

+27% vs Press advertising

+17% vs Online advertising

With 75%* people in UK accessing brand and product information on their tablet/mobile out of home, the medium is ideally placed to drive instant response and action

Out of Home is the classic brand builder

*Source: Mindshare “The Brand Building Power of Outdoor” 2010

• We are a nation on the move, spending increasing amounts of time outside the home

• Outdoor advertising messages reach a huge audience and get noticed, particularly by the young, professionals and affluent, including high income families

• Out of Home confers personality and stature on brands, boosts online search and there is a strong correlation between heavy Out of Home use and successful or growing brands*

Out of Home is the most visual medium and leaves a lasting branding impression

• With so many retail brands, share of mind is vital

• Vibrant imagery gives extraordinary scale and impact to the brand

• And anchors a strong visual brand memory in the brain – an important stimulus at point of purchase

• And unlike other media, Out of Home cannot be switched off, put down or turned over

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

• Outdoor reaches relevant audiences in the environment you choose

• This is useful for contextual messaging and for pinpointing specific audiences eg housewives, students, homeowners, duty free shoppers, or grey panthers

• Digital Out of Home screens add further impact with contextual messaging tailored to the mindset and the moment

Clicks and mortar

• Out of Home is a great reminder and directional tool, prompting an impulse visit to store

• Shoppers recall OOH more than any other medium. In ‘The Last Window of Influence’ study there was 88% recall of Out of Home in the half hour before shopping

• 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

For those in the retail market, more OOH increases search and purchase

Search internet at home / work Search internet when mobile Search internet anywhere Buy because of OOH0%

20%

40%

60%

80%

100%

47%

8%

50%

25%

55%

7%

57%

26%

52%

11%

56%

34%

61%

11%

64%

33%

80%

17%

83%

58%

1 OOH 2 OOH 3 OOH 4 OOH 5+ OOH

More exposure to OOH appears to have an effect on web searching and buying, especially at the highest exposure (e.g. 5+ exposures)

The Customer Journey 2012

Out of Home is a great Point of Sale medium

• It’s the medium which places an ad closest to the point of purchase - delivering the twin virtues of recency and proximity

• Shoppers recall OOH more than any other medium. In ‘The Last Window of Influence’ study there was 88% recall of Out of Home in the half hour before shopping

• More mobility = more spontaneity

• Exceptionally high recall + an active on the go audience means OOH is excellent at prompting impulse purchase

Outdoor is the medium experienced most recently before shopping

• Recency is a big driver of ad recall and influence

• Outdoor is overwhelmingly the medium shoppers recall seeing or hearing most recently Seen or heard advertising 30 mins before shopping

88%

18%

10% 8%

Outdoor Radio TV Internet

Source: ‘Last Window of Influence’ study, recalled advertising in last 30 minutes

Outdoor is the medium experienced most recently before shopping

• Proximity and recency have an even greater influence on products such as fast food

Seen or heard advertising 30 mins before shopping

111

100

Fast Food Shoppers All Shoppers

Source: ‘Last Window of Influence’ study, recalled advertising in last 30 minutes / Index Base All Shoppers

Index

Receptive audience: most people on the street are buying something

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

Se-ries1

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

26% 30% 29% 15%

Already bought something

Already bought something & expect to buy something else

Not bought anything but expect to buy something

Not bought and don't expect to buy anything

85% bought or expect to buy something

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

Light Mobility Moderate Mobility Heavy Mobility30

35

40

45

50

39

44

47

%

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

More mobile people make more frequent shopping trips

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

Out of Home can now provide greater flexibility for tactical advertising

• Out of Home can now deal operationally with short term, price sensitive campaigns and faster cycles

• Digital Out of Home adds to this immediacy allowing live countdown to sales or store openings, dynamic price changes and showcasing multiple products

Outdoor creates product experience

• The combination of advertising + sampling engages customers and create a more memorable experience

• An huge array of creative opportunities mean that you can experience the product before buying - Outdoor can appeal to multiple senses, sight and smell!

• Digital Out of Home can deliver further intrigue and engagement with the use of dynamic copy and rich content such as downloads and social media tie-ins

Out of Home delivers national, regional and local campaigns

• Out of Home can be planned at a national, regional and local level with great precision and very little wastage

• Sophisticated planning tools can customise any campaign by environment, target group, budget and geography (eg catchment area, proximity) to deliver the right message, to the right people in the right mindset

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…