Impact of Out-of-Home Advertising on Automotive Brands
Out-of-home advertising plays a crucial role in driving awareness for motor brands, particularly among active drivers highly interested in cars. This medium targets a niche audience with high exposure to OOH, translating into increased car ownership and a deep-seated connection between cars and status symbols. Automotive posters further enhance consumer engagement, prompting action and exploration of car-related services. The relevance of OOH in the automotive industry is evident through the influence it holds over car owners' perceptions and buying behaviors.
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Presentation Transcript
Out of Home works for Motor brands
Leading Motors brands use Out of Home to drive awareness EE 6.2m 4.7m 3.2m 2.5m 2.25m 2.23m 2.1m 1.8m 1.65m 1.65m
People who have high exposure to Out of Home are active drivers Actively interested in cars and happy to share their views with others, both off and online HEAVY OOH CONSUMPTION In full time employment, upscale, high income, active and highly mobile Cars are an important status symbol for this audience . Brand image is important, as is a car s personality and looks Covers a broad range of model ownership from sports cars and convertibles to off roaders and estate cars. Most likely of all media consumers to have bought a car in the past year, to drive more miles, spend most on their cars and enjoy driving
Out of Home is the most relevant media choice for Automotive brands Index 160.0 135 140.0 131 130 126 125 120.0 108 100.0 80.0 60.0 40.0 20.0 0.0 Car ownership for those heavily exposed to OOH Coupe Sports Car Convertible Estate Off Roader Saloon 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 Car Owners (Agree with statement)
Cars are an important status symbol for the Out of Home audience Index 35.0 31 30 30.0 26 25 25.0 23 22 21 19 20.0 18 18 18 18 17 17 16 14.8 15 14 15.0 11 10.2 9.6 10.0 5.0 0.0 You can judge a person by the car they drive I like innovative cars Essential that a car looks good Heavy OOH Heavy TV Heavy Cinema Heavy Newspapers Heavy Radio Heavy Internet 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 Index base Car Owners (Agree with statement)
People who see automotive posters are more likely to act Those seeing OOH ads are more likely to search and learn about companies or products they ve seen advertised, but people in the car market are even more likely to do so 100% 80% 60% 60% 40% 56% 54% 42% 20% 34% 26% 0% Looked at car or related service Learnt about car company, product or service More likely to have bought a car or signed up to a new service as a consequency of seeing some OOH No Yes Seen OOH Not seen OOH The Customer Journey 2012
Out of Home is the most relevant media choice for car brands Index 250.0 223 209 200.0 150.0 140 115 111 107 102 99 98 98 98 96 100.0 83 79 75 73 60 48 50.0 0.0 2+ car household Highest mileage (20,000+ miles/annum) Bought a car in last 12mths 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 Index base All Adults
People who see a lot of posters are highly connected with car brands Those heavily exposed to Out of Home are also actively interested in, and very likely to influence others about cars and associated services Index 250 213 200 164 164 156 152 152 150 138 150 100 50 0 Extensive knowledge of sector Very likely to convince others on brands_sector Post Sector Champions Sector Connectors (connect regularly) Sector Influencers (influence many people) Sector Mavens (knowledge exchangers) Sector Salespeople (highly persuasive) comments/views about sector online 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 Car Owners
