Taking this on, we can then show that in three out of the four categories, outdoor delivered a more cost effective impact on search than TV. The chart shows the average impact on search volume of a £1m spend on TV and outdoor respectively – for example, a £1m spend on TV in the travel sector on average drives a 3.5% increase in search volume, whilst a corresponding £1m spend on Outdoor drives a 5% increase in search volume. By expressing the figures in terms of % increase, it is possible to make comparisons between the channels and between industries. So there is a clear contribution across each of the four categories we studied that shows the important contribution that outdoor media have online. And just to reiterate, Insurance excludes price comparison websites which are effectively retail brands for insurance rather than insurance companies.
Ten reasons why_motors
10+ reasons why Motors brands should use Outdoor<br />
Be on the road 24 / 7<br />100% of car use will be on the road<br />It makes sense to advertise where the product is in use<br />
Drivers are checking out cars<br />We’ve all done it. Drivers’ mindsets are all about cars and driving<br />It’s the perfect context for you to showcase their next car<br />
Outdoor is the most visual medium, driving brand recall and desire<br />Outdoor puts your marque and model out there, in full view and super scale<br />Establishing a strong visual image is important for all brands, and particularly for motors<br />
Reach the people you want to reach: drivers are the most exposed to Outdoor<br />The more people drive, the more exposed they are to outdoor advertising<br />Outdoor is the most efficient medium at reaching heavy drivers, since they are on the road more frequently <br />
Outdoor media is intercept media<br />Outdoor media is unmissable, can’t be turned off or switched over <br />It cuts through to your consciousness at just the right times and places, i.e. on the road<br />
Outdoor audience buys more and more expensive cars<br />Adult 000’s<br />Source: CBS Outdoor, TGI Media Neutral quintiles 2010<br />“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium<br />
Outdoor audience are defined by time on road: more miles than other media<br />Source: CBS Outdoor, TGI Media Neutral quintiles 2010<br />“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium<br />
Word of mouth: outdoor audience most likely to influence others about cars<br />Adult 000’s<br />Source: CBS Outdoor, TGI Media Neutral quintiles 2010<br />“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium<br />
Outdoor drives online search for cars more than TV, radio or press<br />Note: Press and Radio were found to be insignificant within the modelling. <br />Source: Mindshare 2010 /The Nielsen Company/ Google Insights for Search<br />
Proven effective<br /> Posters are proven effective at launching and maintaining motors brands<br />
Leading motor advertisers trust outdoor<br />Top spending 50 motors advertisers in outdoor <br />(average spend £857m)<br />Vauxhall Motors, Renault UK, Volkswagen UK, Peugeot Motor Co, Audi UK, Nissan Motor, Kia Motors, Ford Motor Co, Mercedes Benz, Toyota GB, GM Motors, Fiat Auto, Shell UK, Tomtom, Kwikfit GB, Suzuki, Skoda, Colt Car Co, Volvo Car UK, Garmin Europe, My Streetcar, Michelin Tyre, Honda UK, Jaguar Cars, ATS Euromaster, SEAT UK, Total UK, Alfa Romeo GB, Ford Dealers, PSA Peugeot Citroen, Mazda Cars, The Car Shop, Lexus GB, Avis Rent a Car, Chevrolet UK, bets of the Best, Land Rover, Brunel Ford, Texaco, Holiday Autos, AG Motors, Medion Electronics, Rolls Royce, Lookers Vehicles, Max Sport Automation, Kenway Tyres, Essex Audi, UK Parts Alliance<br />Source: Nielsen Media Research<br />
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