Ten reasons why_finance
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Ten reasons why_finance Presentation Transcript

  • 1. 10+ reasons why finance brands should use Outdoor
  • 2. The people you reach most with outdoor are the people you most want to reach
    Mobility is strongly correlated to affluence
    The heaviest outdoor audience, ie those seeing the most outdoor ads, have the most disposable income
    Outdoor fills an important gap by over-delivering light TV viewers
  • 3. Outdoor offers real scale and impact to financial advertisers
    The outdoor medium can generate unmissable messages
    Large format ads are great announcement vehicles. They bestow importance and credibility onto brands
  • 4. Outdoor is proven to build strong brand equity
    According to Mindshare research*, confident and successful brands over-invest in outdoor (11%+ share of media spend)
    Such outdoor brands score highly against attributes such as “desirable”, “trustworthy”, “wise”, “straightforward” and “fun”
    *Mindshare “The Brand Building Power of Outdoor 2010”
  • 5. Outdoor is the most visual medium
    Outdoor cannot be missed, turned off, switched over or zapped
    It’s the most visual medium and it is tremendous for branding, awareness and recognition
  • 6. Placement capability = ability to target by audience, context, mindset
    Different formats offer diverse but well-defined audience targeting opportunities
    This is useful for context / mindset and for pinpointing eg high net worth individuals, commuters, homeowners, students, drivers etc
  • 7. Outdoor delivers audiences other brands cannot reach
    Outdoor delivers high levels of coverage and frequency
    In mixed media campaigns, outdoor typically adds 10%-15% net audience reach, and more than doubles the OTS delivery
  • 8. 24 hours a day, seven days a week
    The message is always visible
    People constantly think about their finances, so it makes sense to have continuous presence
  • 9. Outdoor can offer colourful life and street presence to financial campaigns
    Outdoor offers creative opportunity to excite and raise awareness with the use of colour
    Important in a sector where colours are “owned” by brands
  • 10. Top financial advertisers trust outdoor
    Biggest spending 50 finance advertisers in outdoor 2010 (average spend £1.1m)
    Lloyds TSB, Santander, Natwest, Halifax, Nationwide, Royal Bank of Scotland, American Express, Confused.com, Aviva, Swiftcover, Capital One, HSBC, Axa Sun Life, Accenture, Barclays, Bank of Scotland, LV Group, Hiscox, Mastercard, ING, Standard Life, More Than, Admiral, Henderson Global, Zurich Bank, First Direct, Jupiter Unit Trust, Insure & Go, Diners Club, Artemis, Tesco Bank, Visa, Forex Capital Markets, Allianz Cornhill, Zurich Insurance, Columbus Travel Insurance, Investec Bank, Fidelity, Paypal, Tradepoint, Neptune, Travelex, Western Union, Aberd Asset Managers, JPMorgan Chase, Experian, Endsleigh Insurance, Guarantee Trust, Clydesdale Bank, Cooperative Financial Services
    Source: Nielsen Media Research
  • 11. Proven effective
    • Brand Science research shows the ROI for Finance advertisers using outdoor (see research section on Outdoor Media Centre website)
    • 12. A number of recent case studies have attested to the power of outdoor
  • Outdoor audience represents more investors in shares, ISAs, mortgages
    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
  • 13. Outdoor audience represents more insurance policy holders
    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
  • 14. Word of mouth: Outdoor audience most likely to influence others about finance
    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
  • 15. Word of mouth: Outdoor audience most likely to influence, recommend, champion
    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