10+ reasons why food brands should use Outdoor

Outdoor is an acknowledged broadcast medium

• 97% of UK adults have seen outdoor advertising in the past week (TGI)

• Its strength is to keep a brand message in front of millions of consumers every day

Ability to target a specific audience

• The wide range of formats and environments means a wide range of audiences to target

• As well as housewives, you can target students, drivers, airline travellers, commuters, nurses, bar goers, cinema aficionados...

Outdoor is a proven brand builder

• Outdoor is the most visual medium and can place a tasty visual image in front of consumers

• That image carries through to point of sale and triggers packshot recognition

Point of sale placement

• It’s the medium which places an ad closest to the point of purchase

• Outdoor delivers the twin virtues of recency and proximity

• In an Ipsos study, more than 90% of shoppers had seen Outdoor in the half hour before shopping

Outdoor complements other media

• Research shows that outdoor works well with all other media

• Outdoor can add cover and frequency to every TV, press or online campaign

• What is more, Outdoor makes both TV and press campaigns more effective*

*Brand Science Econometrics research

Outdoor drives impulse purchase

• More than any other medium, Outdoor can stimulate an impulse buy

• Outdoor can prompt a spontaneous purchase or remind of a planned one

• The more mobile the consumer, the more spontaneous the shopping*

*Source: CBS Outdoor The Mobile Pound

Outdoor audience is young, mobile, likely to eat on the hoof

• The outdoor audience is predominantly young, and likely to be studying or in full time employment

• Being mobile, they shop spontaneously and can be influenced by strategically placed messages

*Source: CBS Outdoor The Mobile Pound

Outdoor creates iconic brand images

• Outdoor’s iconic sites offer the most colourful branding opportunity anywhere

• Vibrant imagery gives extraordinary scale and impact to the brand

• Special builds and 3-D creativity can bring the campaign further to life

Outdoor delivers high ROI

• Research has shown that outdoor offers high ROI

• Brand Science econometric research suggests that Outdoor should be given between 16% and 22% share for FMCG campaigns

Proven effective

• Research has shown that Outdoor really works to drive food sales

• In 2009 Brand Science econometric study, Outdoor was found to be as effective as TV

Outdoor audience is a ready made large audience for foods and snacks

Ever snack Eaten crisps in past 12 months

Like to try our new food products

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

Heavy outdoor

Heavy TV

Heavy internet

Heavy radio

Heavy cinema

Heavy magazines

Heavy newspapers

Adult 000s

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

Outdoor audience spends most on snacks

£ millions

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

Heavy outdoor Heavy TV Heavy internet Heavy newspapers Heavy cinema Heavy magazines Heavy radio£0

£5

£10

£15

£20

£25

£30

£35

£40

£45

Weekly spend on snacks

Word of Mouth: Outdoor audience most likely to influence others about foods

Adult 000s

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

Very likely to convince others about foods

Quite likely to convince others about foods

0

500

1,000

1,500

2,000

2,500

3,000

3,500

Heavy outdoor

Heavy TV

Heavy internet

Heavy magazines

Heavy radio

Heavy cinema

Heavy newspapers

Leading food advertisers trust outdoor

Top spending 50 food advertisers in outdoor (average spend £896K)Tesco, Kellogg’s, Nestle, Cadbury Trebor Bassett, Unilever, Muller Dairy, Mars Confectionery, Burtons Foods, Arla Foods, McCain, Ferrero UK, Kraft Foods, General Mills, Mars UK, Innocent, Dairy Crest, Quality Meat Scotland, Lofthouse of Fleetwood, Wrigley, HJ Heinz, Warburtons, Kerry Foods, Weetabix, Green & Blacks, Premier Foods, United Biscuits, Campina, GU Chocolate Puddings, Lake District Cheese, Perfetti van Melle, Tayto, Yeo Valley, Krispy Kreme, Robert Wiseman Dairie, Procter & Gamble, Albert Bartlett, Eblex, AB Worldfoods, Fresh Del Monte Produce, Bongrain, Omsco Organic Milk, Baxters of Speyside, Milk Marketing Forum, Linwood Foods, Global Ethnic Food, States of Jersey, Ping Pong, Peru Avocados, Kettle Foods, Bahlsen, RH Amar, Ye Olde Oak Foods, English Provender Co, James Allan Butchers

Source: Nielsen Media Research