Outdoor - Philip Sherwood, JNOR

1. Outdoor
Philip Sherwood – Director JNOR

2. Outdoor
Media Owners Specialists
Bravo Outdoor Kinetic
CBS Outdoor Poster Management
Group
Clear Channel
Ireland
JCDecaux
Joint National Outdoor Research

3. Recognisable
Big & Clear
Iconic
Says what it is

4. Using Icon’s status to deliver
a message
Highlighting Global Warming –
Got the attention of LA

5. Fundamentals of
Communications

6. Getting Someone's
Attention
Target Audience Brand Message delivery
Age/Sex Design/look Price /Promotion
Socio –economic Pack/logos Launch /refresh
Urban/rural Imagery Information/ direction
Tribe Tone /style

7. Here’s Why You’d
Choose Outdoor

8. …because
Sizes, formats, loc
ations, variety to
answer all briefs

9. …and
Gives a big brand feel
No editorial clutter
Quick & short messages
Location – location

14. If you’re innovative – you don’t have to outspend the
competition – just out think them

15. …plus
14 days exposure 100
Rapid coverage build 80
Percentage coverage
in week 1 & Increased
frequency in week 2 60
Delivers a professional 40
brand feel
Outdoor interacts with 20
consumers daily lives 0
Entertains 0 2 4 6 8 10 12 14
Informs Number of days
Amuses

16. …and there’s more
You don’t just have to use outdoor alone
In the UK its been +25%
shown that mixed
media campaigns with +15%
outdoor, adds to the
overall campaign +45%
reach
Lastly…… +35%
341,000 more people are looking
at outdoor than in 2006 v’s 2011 census

17. Who can use Outdoor
Everyone
Targeted by – Motorists, Shoppers, Students,
Geographically, Socially and by User
occasion
Cost of entry is down
Digital printing means small runs possible and
large ones cheaper

18. So !
Back to fundamentals
Know your audience - Know your brand - Know what you
want to say
Get a brilliant creative idea
Book your outdoor campaign
… and make people
aware

20. Thank You