Outdoor works for…

Telecoms brands

Source: TGI 2013/CBS Top Indexing Lifestyle statements (DA/TA)

Heavy OOH Definitely / Tend to agree with….

“ I couldn’t live without the internet on my mobile phone” (113)

“I feel the need to check social networking sites everyday” (113)

“I cannot do without mobile communications” (111)

“I try to keep up with developments in technology” (108)

“I love to buy new gadgets” (108)

Being connected is vital for the OOH audience

OOH-exposed people are more likelyto act on ads, this is even more pronounced for those in the telecoms marketThose seeing OOH ads are more likely to learn about companies or products they’ve seen advertised, but people in the market for telecoms are even more likely to do so

41%33%

23%13%

Seen OOH

Not seen OOH

56% 49%33% 27%

Seen OOH

Not seen OOH

Across all products People in the market for telecoms

People in the market for telecoms are more likely to search because of OOH

Across all products, 58% of people have searched for a company, product or service at home or at work because of the outdoor advertising they saw for it, but this increases to 74% for people in the market for telecoms

At home or at work On a smart phone or tablet

5% 4%

37%

80%

58%

16%

Yes No

Don't know

Across all productsPeople in the market

for telecoms

At home or at work On a smart phone or tablet

4% 4%22%

74%

74%

22%

Yes No

Don't know

Search internet at home / work

Search internet when mobile

Search internet anywhere Buy because of OOH

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

For those in the market for telecoms, more OOH increases searching and purchasing

More exposure to OOH appears to have an effect on web searching and buying, especially at the highest exposure (e.g. 5+ exposures)

* Note low base sizes

* * * *

People in the market for telecoms are even more likely to have bought due to OOH

One third of the population have bought a product or signed up to a new service as a consequence of seeing some outdoor advertising, but this is greater among those in the market for telecoms at 55%

Yes; 35%

No; 45%

Don't know; 20%

Yes; 55%

No; 29%

Don't know; 16%

Across all products People in the market for telecoms

Outdoor drives interaction and engagement for telecom brands

• 17K+ unique interactions for #02Travel

• Market growth doubled• ROI exceeded benchmarks

Outdoor is the most visual medium

• Outdoor creates strong brand image and recall

• Visual product recognition carries through to point of sale

Outdoor is an intercept medium: it is always ‘turned on’

• Outdoor can be seen everywhere 24 hours a day

• It can’t be switched off, zapped, or otherwise ignored

Outdoor is where mobiles are used

• Heavy mobile users spend a lot of time outdoors

• You’ll be reaching the right target audience in the right context

• You’ll catch business users on their way into work and home again

Outdoor delivers an interested audience: youth

• Being young, the target audience use their phones a lot and spend time talking about phones and apps

• It is how they mostly keep in touch

Because we are in the mobile communications business too

• Mobility is a defining feature of the outdoor audience

• Consumers are used to taking in information on the move

• The more mobile the consumer, the more the use their mobiles

Outdoor is an acknowledged brand builder

• Outdoor is a proven brand builder

• It is used for both launch and maintenance campaigns

• Outdoor encourages brand search online for mobiles (Mindshare research 2010 & OMC Customer Journey 2012)

Outdoor is a truly broadcast medium

• Everyone sees Outdoor: 97% have seen Outdoor in the past week (TGI)

• Just about everyone you reach with Outdoor has a mobile on them right now

• Like your wallet, you don’t leave home without it

National availability means a diverse choice of planning routes

• Outdoor is available nationally, regionally and locally

• It can be planned by catchment area, proximity to store, postcode or Acorn group

Outdoor is the nearest medium to point of sale

• Outdoor is the last medium noticed before arriving at the store – 88% of those who have seen an ad in the 30 preceding shopping, saw an OOH ad

• It’s also the medium which can place a message physically closest to a retail purchase point

Outdoor can help you dominate the downtown environment

• Outdoor can place your brand in front of customers as they shop

Outdoor delivers high brand awareness and unique cover

• Outdoor helps create high brand awareness in a competitive market

• In multimedia campaigns, outdoor typically adds 15% unique reach and recognition

Outdoor can target multiple environments and groups

• Outdoor reaches diverse audiences efficiently: parents with children, students, business flyers, clubbers...

• Place your outdoor message in the place it will cut through most

OOH drives mobile search, more so than any other medium

+27%Vs. press advertising

+24%Vs. TV advertising

+17%Vs. online advertising

Heavy outdoor audience spend more on monthly mobile phone bills

Adults 000’s

Source: Exterion Media, TGI Media Neutral quintiles 2013

“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

Heavy

Outd

oor

Heavy

Inte

rnet

Heavy

Tel

evis

ion

Heavy

Rad

io

Heavy

Mag

azin

es

Heavy

New

spap

ers

0

50

100

150

200

250

£m.

Average monthly spend on mobile phone bill

Heavy outdoor audience upgrade mobile phones more regularly

Adult 000’s

Source: Exterion Media, TGI Media Neutral quintiles 2013

“Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

Change/upgrade mobile phones once every 12 months

Heavy

Outd

oor

Heavy

Tel

evis

ion

Heavy

Inte

rnet

Heavy

Rad

io

Heavy

Mag

azin

es

Heavy

New

spap

ers

0

100

200

300

400

500

600

700

Leading telecomms advertisers trust Outdoor

Top spending 40 telecomms advertisers in Outdoor 2013 (average spend £3.1m)British Sky Broadcasting, Samsung, Vodafone, Talktalk, Ee Everything Everywhere, Sony Mobile, O2, Virgin Media, Hutchison 3g, Phones 4u, BT, Apple, Carphone Whse, Dmsl Digital Mobile Spectrum, Tesco Mobile, Lg Electronics, Motorola, Blackberry, Lycamobile, HTC, Powwownow, Lifeproof (Usa), Number Uk, Lebara Mobile, Hailo, Kabbee, Addison Lee, Microsoft, Nokia, Yell, Telefonica De Espana, Dial A Code, Post Office, Ntt Telecommunications, Vonage, Mobile By Sainsbury's, Huawei

Oricom, Vertu, IDT Europe

Source: Nielsen Media Research