This document discusses how outdoor advertising connects with large numbers of people as urban populations grow. It provides statistics showing more people now live in cities than rural areas, and cities continue expanding rapidly. The document then summarizes research showing people are still exposed to outdoor advertising as they commute and spend time outside, and that well-designed outdoor ads can entertain and engage people rather than interrupt them like other media. It concludes by noting that major global brands invest heavily in outdoor advertising as it helps build brand awareness and familiarity in a high-frequency manner.

1. Outdoor connects with
increasing numbers of people
where they live and work.
1.

2. 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

3. People don’t avoid
out-of-home.
2.

4. 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

5. People like outdoor
advertising
– it entertains rather than
interrupts.
3.

6. 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

7. Outdoor makes brands
famous.
4.

8. 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

9. Outdoor works
– the most powerful global
brands over invest in
out-of-home.
5.

10. 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%

11. Outdoor can launch
new products
without
other media support.
6.

12. 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

13. Outdoor campaigns
can start
a conversation.
7.

14. SHOREDITCH
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 people
would talk about
On first seeing would
want to look again
Makes me want to
buy/try Beck's
Tells me something
haven't been told
before

15. Mixed media campaigns
work harder
when out-of-home is
on the schedule.
8.

16. £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%
RROI
RROI
FMCG
Outdoor users*
FMCG
Non Outdoor users

17. Out-of-home
is the shoppers’ media.
9.

18. 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

19. Proximity campaigns increase
brand consideration
and purchase.
10.

20. 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