1. Wheels in Motion 2010

2. Key Information Key Research Objectives Identify key stages of the car purchase process How media fits within these stages Outdoor’s role in the decision making process

3. There are 4 key purchase stages when buying a car KICK STARTCONTEMPLATEPURCHASE POST PURCHASE RATIONAL EMOTIONAL

4. Out of home key at 3 out of the 4 purchase stages KICK STARTCONTEMPLATEPURCHASE POST PURCHASE RATIONAL EMOTIONAL

5. Outdoor key for driving “premium” element and providing inspiration 47% find inspiration for a new car when on the road “You know they’re going to be premium cars…. Billboards like that add a value of premium”

6. Outdoor key for driving “premium” element and providing inspiration +150% +133% Source: Q Media Ford Mondeo

7. Summary Out of home is a key media touchpoint for 3 out of the 4 purchase stages. Using Outdoor to… KICKSTART awareness with Billboards STENGTHEN desire with Billboards CONVERT purchase with other media REINFORCE emotion with Billboards

8. Want to find out more? Contact the JC Decaux research team to find out more about the Wheel’s in Motion research