out of home works for telecoms brands. out of home is a key medium for telecoms brands
TRANSCRIPT
Out of Home works for Telecoms brands
Out of Home is a key medium for Telecoms brands
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
180,000,000
200,000,000
179,422,388
99,131,410
72,821,286 72,679,277
54,653,67048,824,138
43,230,568 32,572,638 30,388,280 28,447,348
Entertainment & Leisure Telecoms Drink Finance Food Travel & Transport Motors Cosmetics & Personal Care Govt,social,political OrganisRetail
Leading Telecoms brands trust Out of Home
£18.3m
EE
£16.4m £10.1m £9.8m £8.7m
£7.8m £6.6m £4.4m £4.3m £2.6m
£2.1m £1.7m £1.2m £1.0m £0.8m
People who see a lot of Out of Home are active and frequent travellers
Young, in full timeemployment, highlymobile and upscale
Technophiles willing to invest in latest tech.
Brand, image and reputation more important to this audience than cost
when selecting landline/mobile networks
Heavily opinionated about telecoms products and happy to share their views with others, both off and online
HEAVYOOH CONSUMPTION
Heavy usage mobiles for both personal and business
use including downloads (games, music, videos) onto
mobiles, shopping, search social media when out and
about.
Cultured, and social
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
Mobility and connectivity is a defining feature of the Out of Home audience
Connect to internet via mobile several times a day
Regularly access internet when I'm on the move Regularly shop via mobile phone0
20
40
60
80
100
120
140
160
122
146
129
91
105
117
86 8895
84 8590
55 5450
Heavy OOH Heavy Magazines Heavy Radio Heavy TV Heavy Newspapers
Index
The Out of Home audience is connected and screen-savvy
Regularly visit social media sites via mobile
Regularly download video onto mobile Regularly download music onto mobile Regularly play online games on mobile0
20
40
60
80
100
120
140
160
125
145140
130
95 95 95
110
84
10192
9688
104 103 102
51
40
5056
Heavy OOH Heavy Magazines Heavy Radio Heavy TV Heavy Newspapers
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
Technology is second nature to the Out of Home audience
Heavily exposed to OOH114
116
118
120
122
124
126
128
130
132
134132
130
121
It's Important My Household Is Equipped With Latest Technology I try to keep up with the latest developments in technologyI couldn't live without the internet on my mobile phone
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
Interested in Telecoms Adve...0%
25%
50%
75%
100%
85%
Heavily OOH-exposed people are actively engaged with telecoms
0
100
200149 147
169145 149 147
Index
Those heavily exposed to Out of Home are also actively interested in telecoms products and very likely to influence others about telecom products and services
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
Looked at telecoms product or service
Learnt about telecoms product or service
56% 49%33% 27%
Seen OOH Not seen OOH
Searched for telecom products an...
22%
74%
No Yes
The Customer Journey 2012Searched from home/work
Bought a telecom product or service as a result of seeing OOH
29%
55%
No Yes
Out of Home drives telecom search, consideration and purchase
Those seeing OOH ads are more likely to search, learn about companies or purchase products and services they’ve seen advertised, but people in the market for telecom products are even more likely to do so
Higher exposure to OOH increases search and purchase for telecom products
The Customer Journey 2012
More exposure to OOH appears to have an effect on online search and purchase, especially at the highest exposure (e.g. 5+ exposures)
Search internet at home / work Search internet when mobile Search internet anywhere Buy because of OOH0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
67%
15%
71%
45%
64%
19%
74%
48%
67%
16%
75%
48%
74%
14%
73%
49%
88%
23%
89%
72%
1 OOH 2 OOH 3 OOH 4 OOH 5+ OOH
Being connected is vital for the Out of Home audience
Regularly purchase mobile phones and accessories online0.0
20.0
40.0
60.0
80.0
100.0
120.0
140.0
160.0
135
10093
103
59
Heavy OOH Heavy Magazines Heavy Radio Heavy TV Heavy Newspapers
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
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
Heavy mobile phone users are more heavily exposed to OOH than other media
Own 2+ mobile phones Change/upgrade mobile every 12-18mths
Pay by monthly contract Heaviest av mobile phone spend per month
0.0
20.0
40.0
60.0
80.0
100.0
120.0
140.0
160.0
180.0
146
113 113
171
114
84 88
119
9991
95
118
9490
84
134
72 7178
112
Heavy OOH Heavy Magazines Heavy Radio Heavy TV Heavy Newspapers
Out of Home targets high spenders
£200 Or More - Home Telephones (Landline) - Quarterly Bill
£30-£49 - Mobile Phones - Average Monthly Spend
£50-£69 - Mobile Phones - Average Monthly Spend
£70 Or More - Mobile Phones - Average Monthly Spend
0
20
40
60
80
100
120
140
160
180
146
129
170 167
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 mobile phone owners
Index
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 mobile phone owners / most important factors when selecting a mobile network provider
Index
Out of Home audience considers brand before cost for mobile network selection
Brand Image Advertising Network coverage Choice of handset Additional services offered Cost of contract105.0
110.0
115.0
120.0
125.0
130.0
135.0 134
130
122 121
118
115
Out of Home audience considers brand before cost for selecting a landline network
Advertising Brand Image Bundle packages Additional services offered Cost of contract0.0
20.0
40.0
60.0
80.0
100.0
120.0
140.0
160.0150.0
130.0
105.0101.0
95.0
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 / most important factors when selecting a landline network provider
Index