10+ reasons why cosmetic and toiletry brands should use Outdoor

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

• Outdoor gives you the largest canvass for your message

• Outdoor can anchor a strong visual brand memory in the brain

• This image can often be triggered again at point of purchase, aiding packshot recall

Outdoor has a well established track record for building brands

• Outdoor advertising messages get noticed, and all the more by the young and affluent

• Outdoor generates high awareness to boost growing and established brands

• Mindshare research 2010 found that outdoor builds brand fame and positive associations, drives web search, and is favoured by successful brands*

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

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, 86% of UK adults have seen outdoor ads in the past week

Outdoor influences where it counts: right at the point of sale

• Outdoor is where 90% of toiletries and cosmetics are purchased

• Outdoor media can place an advertising message nearer a retail outlet than any other medium

• More than any other medium, it accompanies the shopper on their path to purchase

Classy audience

• The typical outdoor audience is– Young

– Active

– Social

– Upscale

– In full time employment

– Better paid than average

– Mobile

– Open to ideas and activities

– Willing to try new brands

“the people you most reach with outdoor advertising are the people you most want to reach”

Outdoor complements TV, online and print in multi-media campaigns

• Outdoor always delivers net reach and frequency to TV, print and online campaigns

• Typically the unique attribution to outdoor in mixed media campaign research is between 10% and 40%

• Brand Science recommends 16%+ of budget goes to outdoor in a mixed media FMCG campaign*

*Source: Brand Science Econometrics study 2009

Outdoor delivers high discretionary spenders in all the best locations

• The outdoor audience enjoys high disposable income and loves nothing more than shopping

• Outdoor media accompany the shoppers’ journey to all the classiest outlets

• You can influence a purchase at department stores, at duty free, or in the High St nationwide

Outdoor allows brands to compete for consumers’ share of mind

• With so many toiletries and cosmetics brands, share of mind is vital

• You need a competitive medium to put your brand message to work

• Placing a visual brand message in front of shoppers acts as a stimulus to purchase

Outdoor is a great directional medium and can activate a purchase

• Everyone sees Outdoor: it dominates the high street and the mall

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

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

• Outdoor reaches a relevant audience in the environment you choose

• Targeting can range from students to duty free shoppers clubbers, to regular gym-goers

Malls are the new frontier: a more relaxed shop with high typical spend patterns

• Outdoor advertising brings colour to the mall

• Mall goers are young, high-spending and keen to look their best

• Beauty products, toiletries and perfumes present exceptionally well in malls

Proven effective

• Outdoor reaches the right audience with the right message in the right place

• We are building a library of case studies which support the use of outdoor as a standalone medium, and as an adjunct to other media

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 in 30 min...

92%

36%

6% 4%

Outdoor

Radio

TV

Newspapers

Source: Ipsos DMMA, 506 respondents in diverse shopping environments

The leading toiletries and cosmetics brands trust outdoor•Top 40 toiletries and cosmetics advertisers Jan-December 2010 spent on average £613K on outdoor (source: NMR data)

Unilever, Procter & Gamble, Glaxosmithkline, Beiersdorf, L’Oréal, Chanel, Garnier, Bourjois, Johnson & Johnson, Estée Lauder, Clinique, Parfums Christian Dior, Wilkinson Sword, Maybelline, Boots the Chemists, L’Oréal luxury products, Clarins, Coty Prestige, Colgate Palmolive, Alberto Culver, Kenneth Green Associates, PZ Cussons, Kimberly Clark, SCA Hygiene Products, Coty UK, Puig, Asda Stores , GHD Hair Products, Schwarzkopf, Elizabeth Arden, Decleor, Essensuals Hair, Bare Escentuals, Jigsaw, Gentle Beauty Co, Sara Lee Personal Care, Scissors salons, Bobbi Brown, Paul Henri hairdressers, Trevor Sorbie salons, Revlon International

Cinema Radio Online DM Print Outdoor TV£0.00

£0.20

£0.40

£0.60

£0.80

£1.00

£1.20

£1.40

£0.09 £0.12

£0.26£0.34 £0.35

£1.15 £1.12

Re

ve

nu

e R

OI

If production costs are included, Outdoor is the most efficient medium for FMCG brands

Revenue return on investment, all media, FMCG

Sample Set: All FMCG Results Vault studies (2002 - 2008) with measured Outdoor RROI

Outdoor audience is the biggest opportunity in terms of numbers

Visit shopping centres Visit shopping centres 2-3 times a month

Visited department store last 3 months

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 newspaper

Heavy magazine

Heavy cinema

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

Receptive audience: most people on the street are buying something

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

Se-ries

1

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

26% 30% 29% 15%

Already bought somethingAlready bought something & expect to buy something elseNot bought anything but expect to buy something

85% bought or expect to buy something

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

Clothes & Shoes Magazines Music Cosmetics/toiletries Cinema/theatre0

10

20

30

40

50

60

70

50

32 33 32

15

56

3538 37

16

57

43 42 40

23

Light Mobility Moderate Mobility Heavy Mobility

%

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

More mobile = more spontaneous

Q: What sort of products are you likely to buy spontaneously?

Ready-made audience with a serious interest in healthy living

Heavy

out

door

Heavy

mag

azin

es

Heavy

TV

Heavy

radi

o

Heavy

cine

ma

Heavy

inte

rnet

Heavy

new

spap

ers

2,625

2,3042,155 2,143 2,113

1,9491,794

I do some form of exercise at least once a week (women)

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

More mobile people spend more freely

"I spend more than I should" "I enjoy spending money" "I am an impulsive spender"0

10

20

30

40

50

60

70

80

4954

31

55

69

34

60

70

42

Light Mobility

Moderate Mobility

Heavy Mobility

%

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

Heavy outdoor audience is more affluent than other other media

Heavy

out

door

Heavy

inte

rnet

Heavy

cine

ma

Heavy

new

spap

ers

Heavy

radio

Heavy

mag

azine

s

Heavy

TV

0

500

1,000

1,500

2,000

2,500

Earn £30,000 personal income

Earn £50,000 fam-ily income

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