Out of Home works for Finance brands

Out of Home is an important medium for Finance 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

200,000,000179,422,388

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 Organis

Retail

Leading Finance brands invest in Out of Home

£9.8m

EE

£7.4m £4.8m £4.5m£3.8m

£3.7m £2.2m £1.89m £1.88m £1.7m

People who see a lot of posters are financially engaged

Young, in full timeemployment, highincome and upmarket

Mobile connectedand activelyinterested infinancial products

Extremely well informed about financial products and services and happy to talk about and share their views with others, both off and online

HEAVYOOH CONSUMPTION

Most likely to have private medical insurance, invested

money in their own business, interested in saving but use

credit cards/loans when necessary and are most regular

uses of online banking

Educated and cultured

Heavily OOH-exposed people are financially engaged

Exten

sive

know

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of f

inanc

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r

Very

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to c

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ther

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Financ

ial C

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Financ

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Financ

ial M

aven

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Financ

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alesp

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0

100

200138 135

193

124 138 135

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 Financial S...0

20

40

60

80

100

85%

Index

Those heavily exposed to Out of Home are also actively interested in financial products and very likely to influence others about Financial services and products

%

Looked at financial product or service Learnt about financial product or service

54% 49%49%

28%

Seen OOH Not seen OOH

Searched for financial products and services as a r...

32%

74%

No Yes

The Customer Journey 2012

Out of Home drives financial search and consideration

Those seeing OOH ads are more likely to search and learn about companies or products they’ve seen advertised, but people in the market for financial products are even more likely to do so

Source: FEPE International / Future Foundation Nov 2014

%

Out of Home is also a very trustworthy medium

Trustworthy0.0

5.0

10.0

15.0

20.0

25.0

30.028

24

22

3

TV OOH Press Internet

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 Women

Index

The heavy OOH audience represents more investors in insurance, mortgages & loans

Have Mortgage Have Private Medical Insurance0

20

40

60

80

100

120

105110

107101

97

107

9592

89

105

74 74

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 medium

Owners of credit cards/loans are more heavily exposed to OOH

Own a credit card Own 3+ credit cards Have loan0.0

5.0

10.0

15.0

20.0

25.0

20

22

23

18

16

20

1818

1716 16

20

15

17

12

14

1614

12.6

15.5

10.9

Heavy OOH Heavy TV Heavy Radio Heavy Internet Heavy Newspapers Heavy Cinema 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 medium

Those actively interested in their finances see Out of Home more than other media

More aware of financial products than I used to be

Always looking for profitable ways to invest money

I'm good at managing my money0.0

5.0

10.0

15.0

20.0

25.0

20 21

1919

15

1917

16 1617

1816

15

17

1514

1615

12.4 12.3 12.4

Heavy OOH Heavy TV Heavy Internet Heavy Radio Heavy Cinema Heavy Newspapers Heavy Magazines

%