Outdoor works for…retail brands

Leading Retail brands trust Out of Home EE £1.9m £1.8m £1.8m £1.7m £1.4m £1.4m £1.0m £0.7m £0.7m £0.7m £0.6m £0.6m £0.6m £0.5m

People who see a lot of Out of Home are also dedicated shoppers Actively interested in retail and happy to share their views with others, both off and online (particularly ‘male shoppers’) Young, in full time employment, upscale, high income, active and highly mobile HEAVY OOH CONSUMPTION Ad aware, tend to enjoy the shopping experience in store and online too, see online retail as a way to make life easier. Dedicated and frequent shoppers. Out and about, in an active mindset for product messaging, high propensity for impulse purchase.

Heavy Out of Home audience is affluent, upmarket and young 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 Index base All Adults

Out of Home audience is highly relevant for retailers and retail centres 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 medium Index base All Adults

OOH drives mobile search - more so than any other medium With 75%* people in UK accessing brand and product information on their tablet/mobile out of home, the medium is ideally placed to drive instant response and action +24% vs TV advertising +27% vs Press advertising +17% vs Online advertising The Customer Journey 2012

Out of Home is the classic brand builder We are a nation on the move, spending increasing amounts of time outside the home Outdoor advertising messages reach a huge audience and get noticed, particularly by the young, professionals and affluent, including high income families Out of Home confers personality and stature on brands, boosts online search and there is a strong correlation between heavy Out of Home use and successful or growing brands* *Source: Mindshare “The Brand Building Power of Outdoor” 2010

Out of Home is the most visual medium and leaves a lasting branding impression With so many retail brands, share of mind is vital Vibrant imagery gives extraordinary scale and impact to the brand And anchors a strong visual brand memory in the brain – an important stimulus at point of purchase And unlike other media, Out of Home cannot be switched off, put down or turned over

Outdoor can target an audience type, mindset, moment or environment Outdoor reaches relevant audiences in the environment you choose This is useful for contextual messaging and for pinpointing specific audiences eg housewives, students, homeowners, duty free shoppers, or grey panthers Digital Out of Home screens add further impact with contextual messaging tailored to the mindset and the moment

Clicks and mortar Out of Home is a great reminder and directional tool, prompting an impulse visit to store Shoppers recall OOH more than any other medium. In ‘The Last Window of Influence’ study there was 88% recall of Out of Home in the half hour before shopping For online retail too, Mindshare research* found Outdoor to be more effective than TV, radio and print for driving brand search on the internet * “The Branding Power of Outdoor” Mindshare 2010

For those in the retail market, more OOH increases search and purchase More exposure to OOH appears to have an effect on web searching and buying, especially at the highest exposure (e.g. 5+ exposures) The Customer Journey 2012

Out of Home is a great Point of Sale medium It’s the medium which places an ad closest to the point of purchase - delivering the twin virtues of recency and proximity Shoppers recall OOH more than any other medium. In ‘The Last Window of Influence’ study there was 88% recall of Out of Home in the half hour before shopping More mobility = more spontaneity Exceptionally high recall + an active on the go audience means OOH is excellent at prompting impulse purchase

Outdoor is the medium experienced most recently before shopping Recency is a big driver of ad recall and influence Outdoor is overwhelmingly the medium shoppers recall seeing or hearing most recently Source: ‘Last Window of Influence’ study, recalled advertising in last 30 minutes

Outdoor is the medium experienced most recently before shopping Proximity and recency have an even greater influence on products such as fast food Index Source: ‘Last Window of Influence’ study, recalled advertising in last 30 minutes / Index Base All Shoppers

Receptive audience: most people on the street are buying something Q: Have you bought or do you expect to buy anything during this trip out today? 85% bought or expect to buy something “You don’t leave home without your wallet”. That means consumers out of home are always in a position to make a purchase. What is more, the people you see on the street are not just a random cross-section of people. They are more valuable than that: they are people on a mission to spend. This is substantiated by 2006 Clark Chapman findings which show that 85% of people on the street at any time have bought something or intend to buy something on that specific trip out of home. Source: London Shopper Survey, Clark Chapman Research (324 random London street intercept interviews)

More mobile people make more frequent shopping trips Go ‘top up’ food shopping on way home from work twice a week or more Since they are out and about more, it’s no surprise that they make more total shopping trips too. Almost half the heavily mobile group, male and female, top up their home grocery shopping by visiting the shops twice a week or more. It looks as if their likelihood to shop is directly affected by their availability to shop. Good news for shops! Source: Mobile Pound Research, Dipsticks Research Base: 1100 London interviews

Out of Home can now provide greater flexibility for tactical advertising Out of Home can now deal operationally with short term, price sensitive campaigns and faster cycles Digital Out of Home adds to this immediacy allowing live countdown to sales or store openings, dynamic price changes and showcasing multiple products

Outdoor creates product experience The combination of advertising + sampling engages customers and create a more memorable experience An huge array of creative opportunities mean that you can experience the product before buying - Outdoor can appeal to multiple senses, sight and smell! Digital Out of Home can deliver further intrigue and engagement with the use of dynamic copy and rich content such as downloads and social media tie- ins

Out of Home delivers national, regional and local campaigns Out of Home can be planned at a national, regional and local level with great precision and very little wastage Sophisticated planning tools can customise any campaign by environment, target group, budget and geography (eg catchment area, proximity) to deliver the right message, to the right people in the right mindset

Proven effective Retail brands are one of the fastest growing areas for outdoor Retail brand count is increasing Proven effective for Tesco, M&S, KFC, H&M, Westfield, Pizza Hut…