10+ reasons why motors brands should use outdoor

10+ reasons why

Motors brands

should use Outdoor

Be on the road 24 / 7

• 100% of car use will be on the road

• It makes sense to advertise where the product is in use

Drivers are checking out cars

• We’ve all done it. Drivers’ mindsets are all about cars and driving

• It’s the perfect context for you to showcase their next car

Outdoor is the most visual medium, driving brand recall and desire

• Outdoor puts your marque and model out there, in full view and super scale

• Establishing a strong visual image is important for all brands, and particularly for motors

Reach the people you want to reach: drivers are the most exposed to Outdoor

• The more people drive, the more exposed they are to outdoor advertising

• Outdoor is the most efficient medium at reaching heavy drivers, since they are on the road more frequently

Outdoor media is intercept media

• Outdoor media is unmissable, can’t be turned off or switched over

• It cuts through to your consciousness at just the right times and places, i.e. on the road

Outdoor audience buys more and more expensive cars

Bought car in last 12 months Bought car £15K+ in last 12 months0

500

1,000

1,500

2,000

2,500

Heavy outdoor

Heavy internet

Heavy TV

Heavy radio

Heavy magazines

Heavy newspapers

Heavy cinema

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

0

2,000

4,000

6,000

8,000

10,000

12,000Average miles driven annually

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

Outdoor audience are defined by time on road: more miles than other media

Very likely to convince others about cars Quite likely to convince others about cars0

200

400

600

800

1,000

1,200

1,400

Heavy outdoor

Heavy internet

Heavy cinema

Heavy TV

Heavy radio

Heavy magazines

Heavy newspapers

Word of mouth: outdoor audience most likely to influence others about cars

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

Adult 000’s

Outdoor drives online search for cars more than TV, radio or press

Travel Insurance Cars Mobile Handsets

3.5%

0.6% 0.9%

2.7%

5.5%

3.0%

1.0% 1.1%

Brand search volume uplift per £1m spend

TV Outdoor

Source: Mindshare 2010 /The Nielsen Company/ Google Insights for Search

Note: Press and Radio were found to be insignificant within the modelling.

Proven effective

• Posters are proven effective at launching and maintaining motors brands

Leading motor advertisers trust outdoor

Top spending 40 motors advertisers in outdoor in 2012

(average spend £1.14m)

Volkswagen, Ford Motor, Fiat Auto, Audi, Vauxhall Motors, Honda, BMW, Land Rover, Skoda, Volvo Car, Peugeot Motor Co, Chevrolet UK, Kia Motors, Mercedes Benz, Jaguar Cars, Esso Petroleum, Renault, Suzuki, Alfa Romeo, Citroen, Nissan Motor, Michelin Tyre, Shell, Pendragon, Zipcar, Lexus, Avis Budget, Hertz, Whipcar, CC Automotive, Hyundai Car, Car Shop (Downton Market), Seat, Best of the Best (Lon), Chrysler, MG Motor, Webuyanycar.com, Automotive Solutions, Red Driving School, Continental Tyre & Rubber Group

Source: Nielsen Media Research