10+ reasons why

entertainment and

media brands should

use Outdoor

Quick cover build

• Outdoor is ideal for getting a message across to a large audience in a hurry

• It delivers cover build quickly, achieving both high coverage and frequency

Launch platform

• Outdoor is a great medium to launch a new product

• Most campaigns for films, books, shows, TV programmes and CDs are launches

A truly broadcast medium

• 86% of UK adults have seen outdoor advertising in the past week (TGI)

• Irrespective of budget, target audience and geography, you can always find a suitable range of outdoor media

Outdoor is the classic brand builder

• Outdoor offers a tremendous platform for creating brand familiarity*

• Outdoor confers personality on brands and boosts online search*

• There is a strong correlation between heavy outdoor use and successful or growing brands*

* The Brand Building Power of Outdoor research, Mindshare, October 2010

The right audience in the right place

• The audience you reach most with Outdoor is the audience you most want to reach

• The heavy Outdoor audience is young, in full time employment, and upscale

• With cash to splash, they want to be informed and entertained

Outdoor reaches you in the right mindset: ready for inspiration

• The majority of UK adults find outdoor advertising helpful

• They say they have acted on ideas they have seen advertised

The media’s medium

• By far the largest product category using Outdoor is Media and Entertainment

• Outdoor is the medium on which other media choose to promote their own

• You’re placing a new idea, reinforcing a preference, acting as a timely reminder, stimulating a change

“Out now” – that is where you should be too

• When a brand advertises in outdoor media, consumers know it is “out” and ready to be consumed

• That is true of books, films, magazine issues, music releases and price promotions

• There’s no better announcement vehicle

It’s a showcase for ideas on what to do and see• People on the move out of

home are on the lookout for things to do

• They consciously take in suggestions from media they see

• Tourists very often consume no other UK media but they do see attractions advertising

Outdoor is a visual medium – a huge canvas for your ideas

• The most visual medium suits a visual product like media

• Outdoor instantly conveys an image of what is on offer, plants it in the brain

• That visual recall of packshot or image is important at point of sale

Be (multi) local – own the area!

• When you advertise in Outdoor, you put down a marker

• People expect to be able to find you in that area (in a shop, in a cinema, on the radio dial)

• You dominate the environment and make the territory your own

Amount spent on CD's, past 12 months Amount spent on DVD's, past 12 months

£0

£50

£100

£150

£200

£250

£300

Heavy outdoor

Heavy internet

Heavy cinema

Heavy magazines

Heavy TV

Heavy radio

Heavy newspapers

Outdoor audience offers highest annual outlay on CDs, DVDs

£m

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 offers keenest approach to arts, music, gadgets

Adults 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

"I like to buy new gadgets and appli-

ances"

"I am interested in the arts"

"Music is an important part of my life"

0

1,000

2,000

3,000

4,000

5,000

6,000

Heavy outdoorHeavy internetHeavy cinemaHeavy radioHeavy TVHeavy magazinesHeavy newspapers

Word of mouth: Outdoor audience most likely to influence others

Adults 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

Very likely to convince others about TV/audiovisual eqpt

Quite likely to convince others about TV/audiovisual eqpt

Very/quite likely to convince others about TV/audiovisual

eqpt

0

500

1,000

1,500

2,000

2,500

Heavy outdoor

Heavy internet

Heavy cinema

Heavy TV

Heavy radio

Heavy magazines

Heavy newspapers

Leading media & entertainment advertisers trust outdoor

Top spending 50 media & entertainment advertisers in outdoor (average spend £2.512m)BSkyB, Warner Bros, Twentieth Century Fox, Channel 4, Universal Pictures, Paramount Pictures, Sony Pictures, Entertainment Films, News International, E1 Entertainment, Lionsgate Entertainment, AKA Promotion, ITV, Momentum Pictures, Independent Newspapers, Warner Home Video, Optimum Releasing, Icon Film Distribution, Buena Vista International, UKTV, Transworld Publishers, Warner Music, Virgin Media, Ransom House, Camelot, Harper Collins, Penguin Group, Historic Royal Palaces, Phil McIntyre Entertainment, Macmillan Publishing, Tate Gallery, Universal Music, British Museum, Orion Publishing, Sony Music, Vertigo Films, Merlin Entertainments, Dewynters, Cameron Mackintosh, GMTV, Postcode Lottery, Global radio, BBC Worldwide, Time Warner Books, Royal Academy of Arts, Really Useful Theatre, CBSTV, Titan Bet, Channel 5, Raymond Gubbay, London Eye

Source: Nielsen Media Research