Growth of Outdoor
Customised Research Studies
SAARF/AC Nielsens Outdoor measurement system (OHMS)

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• Targets the mass market
• Re-inforces the availability of the brand
• Re-assures the consumer of the brand choice
• Provides the retailer with proof of advertising support
• Reaches markets no other medium can
• Visibility
• Builds brand loyalty
• Maintains brand dominance
• Strategically located
• Coverage, frequency and impact

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1. Last universal advertising media
   
   • Last true broadcast medium
   • The most public medium available
   • Free to user
   • Media fragmentation
   
   
2. Target your audience efficiently
   
   • Target a precise audience in a specific city or broad based population
   • Efficiently target particular ethnic groups, ages, income or other demographic segments
   
   
3. Positioning at point of purchase
   
   • Over 70% of purchase decisions are made in store
   • Provide the last hit before the purchase
   • Generate extensive awareness near point of purchase
   
   
4. Outdoor advertising cannot be 'turned off'
   
   • Outdoor advertising is 'on' 24 hours per day
   • Extends the life of your campaign
   
   
5. Larger than life
   
   • Big brand feel
   • Outdoor compels attention and stimulates recall
   • Size builds brand's stature
   
   
6. Consumer pull distributor push
   
   • Visual support to distributors
   • Encourages trade retailers' endorsement and in store exposure
   • Ideal for penetrating competitive strongholds
   
   
7. Consumers like outdoor media
   
   • Sources of information for new products, store locations and announcements of events
   • Become talking points
   • Geo-demographic relevance
   
   
8. Access to hard to reach consumers
   
   • Leisure time
   • Free to user
   • Young people
   • Business people
   • Lower income areas where other media are not available or accessed
   
   
9. Media mix
   
   • Outdoor advertising can be combined with other mediums
   • Outdoor increases the reach and frequency of the overall campaign
   • Reminds consumers about campaigns in other media
   
   
10. Outdoor media is reported in other media
    
    • Outdoor is in the public domain
    • Outdoor is talked about
    • Other media report on exceptional creativity, new campaigns, interesting news about clients, all of which generate valuable extra coverage and exposure
      
      
      

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