The majority of Europeans consider shopping to be a leisure pursuit –“I shop whenever I have money in my purse” –50% of Europeans would socialise less in order to have more money to spend shopping 1 −The average GB adult visits a small shopping centre / mall once every 19 days −In Spain this rises to 4 visits a month 57% of the population across five Asian markets like to go to a shopping mall on a typical weekday Shopping has become an art form… Sources: Kinetic – “Insight and Application in the Moving World” 2010 / Kinetic - “Moving World, Asia” 2011 / GB TGI 2011 / Conento Malls, Spain 2011
Outdoor is the most visible medium before purchase. 2.
Outdoor is shoppers’ most seen medium before purchase Sources: IPSOS DMMA, France, Base: 506 respondents / 1 Kinetic Worldwide People Panel 2010 Q: “What media have you seen or heard in the last 30 minutes before shopping?” 58% of people say advertising for a product near to where they can buy it, makes it more relevant for them 1 45% usually look at ads when they are out shopping because it might inform them of something that they’d like to buy 1
Outdoor advertising keeps brands top of shoppers’ minds. 3.
Had Samsung in mind before visiting store Looked at Samsung in store Purchased Samsung Outdoor campaigns boost a brand’s share of mind Source: Samsung Proximity Qmedia, UK, Sept 2009 / Base: 383 adults
Advertising close to point of sale influences shopper behaviour in store. 4.
45% of respondents formed an association between a 6 sheet site and the Samsung brand 44% were encouraged to visit a mobile phone store Advertising close to point of sale resonates with shoppers and drives footfall Source: Samsung Proximity Qmedia, UK, Sept 2009 / Base: 383 adults
Outdoor campaigns have a proven effect on sales. 5.
Outdoor delivers impressive results –2 nd biggest grocery product launch of 2010 –In under 1 year Cadbury’s Biscuit sales reached £15.2 million –Named The Grocer magazine’s “top biscuit launch” of 2010 Cadbury’s Caramel Biscuit launch “Makes me want to buy or try it”