out of home works for motor brands. leading motors brands use out of home to drive awareness £6.2m...
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Out of Home works for Motor brands
Leading Motors brands use Out of Home to drive awareness
£6.2m
EE
£4.7m £3.2m £2.5m£2.25m
£2.23m £2.1m £1.8m £1.65m £1.65m
People who have high exposure to Out of Home are active drivers
In full time employment,upscale, high income, active and highly mobile
Cars are an important status symbol for this audience . Brand image is
important, as is a car’s personality and looks
Actively interested in cars and happy to share their views with others, both off and online
HEAVYOOH CONSUMPTION
Covers a broad range of model ownership from sports
cars and convertibles to off roaders and estate cars. Most likely of all media consumers
to have bought a car in the past year, to drive more miles,
spend most on their cars and enjoy driving
Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base Car Owners (Agree with statement)
Index
Out of Home is the most relevant media choice for Automotive brands
Car ownership for those heavily exposed to OOH0.0
20.0
40.0
60.0
80.0
100.0
120.0
140.0
160.0
135131 130
126 125
108
Coupe Sports Car Convertible Estate Off Roader Saloon
Index
Cars are an important status symbol for the Out of Home audience
You can judge a person by the car they drive I like innovative cars Essential that a car looks good0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
31 30
2223
1819
21
25
14
18
11
15
1817
1817
26
16
10.2
14.8
9.6
Heavy OOH Heavy TV Heavy Cinema Heavy Newspapers Heavy Radio Heavy Internet Heavy Magazines
Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base Car Owners (Agree with statement)
People who see automotive posters are more likely to act
Looked at car or related service Learnt about car company, product or service
54% 56%42%
34%
Seen OOH Not seen OOH
More likely to have bought a car or signed up to...0%
20%
40%
60%
80%
100%
26%
60%
No Yes
The Customer Journey 2012
Those seeing OOH ads are more likely to search and learn about companies or products they’ve seen advertised, but people in the car market are even more likely to do so
Out of Home is the most relevant media choice for car brands
2+ car household Highest mileage (20,000+ miles/annum) Bought a car in last 12mths0.0
50.0
100.0
150.0
200.0
250.0
111
223
115102
209
9899
75
9898
140
10796
60
7973
48
83
Heavy OOH Heavy Radio Heavy Magazines Heavy Internet Heavy Newspapers Heavy TV
Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base All Adults
Index
People who see a lot of posters are highly connected with car brands
Extensive knowledge of
sector
Very likely to convince others
on brands_sector
Post comments/views about sector
online
Sector Champions Sector Connectors (connect regularly)
Sector Influencers (influence many
people)
Sector Mavens (knowledge exchangers)
Sector Salespeople (highly persuasive)
0
50
100
150
200
250
164152 156
213
150138
164152
Source: Exterion Media, TGI Media Neutral quintiles 2014“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that mediumIndex base Car Owners
Index
Those heavily exposed to Out of Home are also actively interested in, and very likely to influence others about cars and associated services