Outdoor connects with

increasing numbers of people where they live and work.

1.

Cities  are  growing….

– For the first time in history, more of us live in cities than in the country (51%)

– By 2050 the UN predicts this will rise to 70%1

– Close to 180,000 people move into cities daily, adding roughly 60 million new urban dwellers every year2

– In 1950 New York was the only city in the world with a population of over 10 million, now there are 21 such ‘megacities’1

– Clear Channel reaches 450 million people every month

Sources: 1 United Nations – 2009 Revision of World Urbanisation Prospects

2 Trendwatch ‘Citysumers’  Briefing    2010

People  don’t  avoid  

out-of-home.

2.

Ad avoidance has become easier and multi-screening means that attention levels are seriously compromised.

Source: 1GB TGI 2010 2Q Media Research, IAB, Thinkbox, UK 3’People & Places Series - Belgian  Rail  Travellers  Digital  Insight  Study  2012’

– 69% of UK adults state that they fast forward through TV ads when watching recorded programmes1

– 64%  of  ‘tech-savvy’  UK   – consumers say they sometimes

watch TV whilst simultaneously using the internet2

– Almost half (48%) state that they do – this on a daily basis2

“You  see  it  [outdoor  advertising],  but  without  saying  to  yourself,  ‘oh  I  must  look  at  it” 3

People like outdoor

advertising – it entertains rather than

interrupts.

3.

Poster ads provide urban colour and engage and entertain.

Sources: 1 Kinetic Moving World Europe 2009 2Youth  Conspiracy  ‘Generation  Media’  Research,  UK 3Acacia Avenue Research. UK 2009

“It  is  my  routine.    Every  two  weeks  or  so  the billboard at the station will have something different which is interesting to  see” 3

44% of Europeans agree that well designed poster sites improve the urban landscape1

“Bus shelters keep me warm on a cold night, and offer something colourful for me to look at !” 2

Outdoor makes brands famous.

4.

Out-of-home advertising boosts brands by building firm foundations.

The basis for strong brands is familiarity and outdoor is a high frequency medium that creates familiarity by giving brands a physical presence

“If  an  ad  is  everywhere  then  when  it  comes to buying a particular product, that name is already in your head, that goes a long way to influence your decision  making” Adultescent (25-39 no kids), Australia

Sources:  Brand  Z/  Millward  Brown,  UK  /  The  Seed’  Adultescents Study ANZ 2006

Outdoor works

– the most powerful global brands over invest in

out-of-home. 5.

Source: Mindshare/ Millward Brown BrandZ / The Nielsen Company, UK

Stronger brand typologies spend a higher share in outdoor.

3%

6%

7%

8%

10%

13%

17%

18%

Ave. Outdoor Share 2009

Olympic brands

Classic brands

Little Tiger brands

Fading Stars

Defender brands

Clean Slate brands

Weak brands

Specialist/Niche brands

Average 2009 = 9%

Outdoor can launch

new products without

other media support. 6.

Outdoor was responsible for the second biggest grocery launch of 2012.

– The  biscuit  sector’s  first    ever  launch  to use outdoor as the sole advertising medium

– Outdoor gave stand out to a campaign in a sector where 85% of spend was on TV

– In under  1  year  Cadbury’s  Biscuit    sales reached £15.2 million

– Named The  Grocer  magazine’s  “top  biscuit  launch”  of  2010  

Outdoor campaigns can start

a conversation.

7.

SHO

RED

ITC

H

OOH campaigns get people talking and generate interest and create brand buzz.

Agree Disagree

“Thinking  of  this  advertising  campaign,  please  tell  me  whether you agree or disagree with each of the following  statements?”

Source: Clark Chapman Research, UK April - May 2011

74% of people who saw a Becks Digital screen subsequently had a conversation about Becks

60 57

39

33

8 13 15

20

Kind of ads peoplewould talk about

On first seeing wouldwant to look again

Makes me want tobuy/try Beck's

Tells me somethinghaven't been told

before

Mixed media campaigns work harder

when out-of-home is on the schedule.

8.

£0.76

n/a

£1.69

£0.96 £0.77

£0.00

£0.50

£1.00

£1.50

£2.00

£2.50

TV Outdoor Print Radio Online

£1.34 £1.19

£1.00 £0.92

£0.52

£0.00

£0.50

£1.00

£1.50

£2.00

£2.50

TV Outdoor Print Radio Online

Outdoor boosts both TV and overall media RROI for FMCG advertisers.

76%

*Outdoor users with measured Outdoor effect Source: BrandScience Sample Set: UK Results Vault studies (2002 -2010) as at 12th Oct 2010 includes production costs

All comms RROI is 1.18

All comms RROI is 0.95

36% 40% 10% 10% 5%

RR

OI

RR

OI

FMCG Outdoor users*

FMCG Non Outdoor users

Out-of-home is the  shoppers’   media.

9.

Outdoor is the most seen medium before purchase.

Sources: IPSOS DMMA, France, Base: 506 respondents 1 Kinetic Worldwide People Panel 2010

Q:  “What  media  have  you  seen  or  heard  in the last 30 minutes before shopping?”

58% of people say advertising for a product near to where they can buy it, makes it more relevant for them1

4% 6%

36%

92%

Newspaper TV Radio Outdoor

Proximity campaigns increase brand consideration

and purchase.

10.

Outdoor advertising encourages product trial and purchase

Sales uplift (During)

Sales uplift (Post)

Cadbury Duals +24% +13%

Cadbury Crunchie +21% +8%

Cadbury Caramel +32% +20%

Food Norm +15% +9%

NPD Norm +19% +10%

Cadbury’s  Caramel  Biscuit  launch

“Makes  me  want  to  buy  or  try  it”

30%

56% 64%

80%

Norm All Adults Women 25-45 Any positive

Source: 1Clear Channel Research Monitor (UK) 2010 2 Litmus (UK) 2010