10+ reasons why drink brands should use Outdoor

Social drinking happens out of home

• People meet friends and drink socially. They are “going out”

• Being in the outdoor environment is part of the going out feeling

• Being with friends, the advertising is consumed together

Outdoor creates impulse. We often make drinks decisions ‘on the hoof’

• The purchase of drink is often what one ‘fancies’ at the time

• We are all influenced by images we have seen recently

Proximity to purchase points

• Purchase points for drinks are always out of home

• Outdoor offers the nearest advertising to the point of purchase

Recency effect

• Outdoor is the last branded advertising consumed before shopping

• Research shows recency aids advertising recall and purchasing behaviour

Outdoor is the strongest medium for visual branding

• Outdoor is a large, colourful medium that offers great creative opportunity

• It plants a strong memorable visual image in the minds of consumers

People often travel to have a drink

• Buses, tubes, trains and taxis are used to go out to have a drink

• These modes of transport are often the last opportunity to be exposed to advertising

Outdoor builds brand equity - it is a great brand builder

• Consumers feel outdoor advertised brands are desirable

• Outdoor creates awareness, familiarity and fame

• It’s strongly correlated with strong and growing brands. See “Brand Building Power of Outdoor” 2010 research

Controllable placement

• Outdoor offers great targeting possibilities, in both people and places

• These include city centre going out areas, shopping centres, mass transit hubs, out of town malls, student campuses, downtown pedestrian precincts...

Proven effectiveness

• For FMCG products, Brand Science research now shows the ideal media share for outdoor is 22%

Heavy Outdoor audience represents more drinks consumers – beer, wine and cider

bottled beer/stout

bottled lager bottled wine cider0

1,000

2,000

3,000

4,000

5,000

6,000

7,000 Heavy outdoor

Heavy internet

Heavy radio

Heavy TV

Heavy newspapers

Heavy magazines

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

Heavy Outdoor audience represents more drinks consumers – champagne and spirits

champagne gin Scotch vodka0

500

1,000

1,500

2,000

2,500

3,000

3,500 Heavy outdoor

Heavy internet

Heavy radio

Heavy TV

Heavy newspapers

Heavy magazines

Heavy cinema

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

Adult 000’s

Word of mouth: Outdoor audience delivers more influence about drinks brands

Very likely to convince others

Quite likely to convince others Heavy outdoor

Heavy internet

Heavy magazines

Heavy TV

Heavy radio

Heavy cinema

Heavy newspapers

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

Top drinks advertisers trust outdoor

Highest spending drinks advertisers in outdoor 2010

(Average expenditure £1.18m)

Coca-Cola, Glaxosmithkline, AB Inbev, Diageo, Molson Coors, Innocent, Bacardi Martini, Heineken, Carlsberg, Wells & Youngs, Brown Forman, Red Bull, Beverage Brands, Pepsico, Miller Brands, Unilever, C&C Group, Halewood International, Britvic, Starbucks, Cote du Rhone Wines, Pernod Ricard, Danone, AG Barr, Isklar, Bettys and Taylors, Highland Spring, Strauss Group, Fuller Smith and Turner, UBSN, Gaymer Cider, West Indies Rum and Spirits, First Drinks, Constellation Europe, Tetley Group, Moet Hennessey, Taylors of Harrogate, E&J Gallo Wines, Drink Neuro, SA Brain, WT Foods, Cobra Beer, Edrington Group, JW Lees, Caledonian Brewery, Nestle, Twining