The Brand Building Power of Outdoor

The Brand Building Power of Outdoor

WE NEEDED TO ESTABLISH THE ROLE OF MEDIA IN BRAND DEVELOPMENT

Outdoor builds brands by establishingfirm foundations

Outdoor builds brands by establishingfirm foundations

Outdoor sustains strong brands and grows younger brands Outdoor sustains strong brands and grows younger brands

Outdoor brands are more confident Outdoor brands are more confident

Outdoor drives search Outdoor drives search

The OAA teamed up with Mindshare and Millward Brown to tackle the brand challenge

The most comprehensive study of brands in the world

Brand Strength Brand Lifestage Typology

Brand Growth Potential

BrandZ is an annual international study that evaluates brands across several dimensions

Brand Personality

2005-09

25 categories

326 brands

All mainstream media+= COMPREHENSIVE UNDERSTANDING

OF MEDIA AND BRANDS

We combined BrandZ with media spend

OUTDOOR EMERGES AS A MEDIUM

THAT DELIVERS FAME

The Brand Pyramid represents the strength of consumers’ relationship with a brand

BONDING

ADVANTAGE

PERFORMANCE

RELEVANCE

PRESENCE

Are you part of their lives?

Do you exceed their expectations?

Do you meet their expectations?

Do you cater to their needs?

Are consumers familiar with you?

PRESENCE is the Foundation of Brand Strength

PRESENCE SETS THE LIMITS FOR THE

POTENTIAL OF YOUR BRAND

PRESENCE

And there is a reassuringly strong relationship between Presence and media investment

Source: Mindshare/ Millward Brown/ The Nielsen Company – 2009 BrandZ data

29

45

51

62

68

70

No spend

Up to £1million

£1.1-5million

£5.1-10million

£10.1-20million

£20million+

Annu

al m

edia

spe

nd Average Presence

A high score at Presence is symptomatic of market leadership

Source: Mindshare/ Millward Brown – 2009 BrandZ data

“just about the only thing that

successful brands have in common is

a kind of fame”

Jeremy Bullmore“just about the only thing that

successful brands have in common is

a kind of fame”

Jeremy Bullmore

Source: Mindshare/ Millward Brown/ The Nielsen Company – 2009 BrandZ data

Annu

al M

edia

spe

ndA higher Outdoor share is linked to an additional Presence ‘dividend’ for the same level of investment

£0-5m

£5-20m

£20m+

Source: Mindshare/ Millward Brown/ The Nielsen Company – 2009 BrandZ data

Annu

al M

edia

spe

ndA higher Outdoor share is linked to an additional Presence ‘dividend’ for the same level of investment

£0-5m

£5-20m

£20m+Presence with 10% or less

invested in outdoor

Source: Mindshare/ Millward Brown/ The Nielsen Company – All spending brands

The dividend is consistent over five years of analysis

• OUTDOOR IS LINKED TO THE DEVELOPMENT OF CHAMPION BRANDS

Brands can be clustered into typologies

Voltage (Growth Potential)100

Presence600-55 -45 -35 -25 -15 -5 5 15 25 35 45 55

Growing Equity(Small stronger and/ or

interesting brands)

Large Equity(Large Strong Brands)

Little Equity(Small weak or new brands)

Declining Equity(Large weaker brands)

0

-50

Source: Mindshare/ Millward Brown BrandZ / The Nielsen Company

Brands can be clustered into typologies

Voltage (Growth Potential)100

Presence600-55 -45 -35 -25 -15 -5 5 15 25 35 45 55

Source: Mindshare/ Millward Brown BrandZ / The Nielsen Company

0

-50

Fading StarFading Star

OlympicOlympic

SpecialistSpecialistClassicClassic

DefenderDefender

Little TigerLittle Tiger

Clean slateClean slate WeakWeak

Thriving/ Rising

Stagnating/ Declining

Stronger brand typologies spend a higher share in outdoor

Average 2009 = 9%

Source: Mindshare/ Millward Brown BrandZ / The Nielsen Company

CLASSIC, OLYMPIAN AND LITTLE TIGERS

We can use BrandZ to understand brand personalities

Outdoor generates personality

Source: Mindshare/ Millward Brown BrandZ / The Nielsen Company

OUTDOOR

DRIVES SEARCH

We modelled search behaviour across four categories: insurance, cars, handsets and travel

Only TV and Outdoor were found to drive search

Statistically significant impact on search?

Outdoor ✓

TV ✓

Radio -

Press -

Source: Mindshare/The Nielsen Company/ Google Insights for Search

In three out of the four categories, outdoor delivered a more cost effective impact on search than TV

Source: Mindshare/The Nielsen Company/ Google Insights for Search

Note: Press and Radio were found to be insignificant within the modelling.

Outdoor builds brands by establishingfirm foundations

Outdoor builds brands by establishingfirm foundations

Outdoor brands are more confident Outdoor brands are more confident

Outdoor drives search Outdoor drives search

Outdoor sustains strong brands and grows younger brands Outdoor sustains strong brands and grows younger brands