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The Brand Building Power of Outdoor


The Brand Building Power of Outdoor


WE NEEDED TO ESTABLISH THE ROLE OF MEDIA IN BRAND DEVELOPMENT


Outdoor
builds
brands
by
establishing firm
founda5ons 





 Outdoor
sustains
strong
brands
and
 grows
younger
brands 





 Outdoor
brands
are
more
confident 





 Outdoor
drives
search


The OAA teamed up with Mindshare and Millward Brown to tackle the brand challenge

The
most
comprehensive study
of
brands
in
the
world


BrandZ
is
an
annual
interna8onal
study
that evaluates
brands
across
several
dimensions

Brand
Strength

Brand
Growth
Poten8al

Brand
Lifestage
Typology

Brand
Personality


We
combined
BrandZ
with
media
spend

2005-09 25 categories 326 brands

=

+

All mainstream media

COMPREHENSIVE
UNDERSTANDING OF
MEDIA

AND
BRANDS


OUTDOOR EMERGES AS A MEDIUM THAT DELIVERS FAME


Category coverage • • • • • • • • • • • • •

Airlines Women’s clothing Banking Beer Bodycare Cars Confectionery Deodorants (M+F) Detergents Ecommerce Face Care Fastfood Fragrances

• • • • • • • • • • •

Grocery stores Home Entertainments Insurance IT Software and gaming Luxury cars Mineral water Mobile phone handsets Oral care Portals Soft drinks Mobile telecoms operators


The Brand Pyramid represents the strength of consumers’ relationship with a brand Are
you
part
of
their
lives? Do
you
exceed
their expecta5ons? Do
you
meet
their expecta5ons?

BONDING ADVANTAGE PERFORMANCE

Do
you
cater
to
their
needs?

RELEVANCE

Are
consumers
familiar
with you?

PRESENCE


PRESENCE is the Foundation of Brand Strength

PRESENCE
SETS
THE LIMITS
FOR
THE POTENTIAL
OF YOUR
BRAND

PRESENCE


No
spend

29

Up
to
£1million

45

£1.1‐5million

51

£5.1‐10million

62

£10.1‐20million

68

£20million+

70

Source:
Mindshare/
Millward
Brown/
The
Nielsen
Company
–
2009
BrandZ
data

Average
Presence

Annual
media
spend

And there is a reassuringly strong relationship between Presence and media investment


A high score at Presence is symptomatic of market leadership

Source:
Mindshare/
Millward
Brown
–
2009
BrandZ
data


t a h t 
 g n n i o h t 
 m y l m n o o c 
 
 e n i h 
 t 
 e t v u a o h ” 
 b s a e 
 d t n m s a a u r f j 
 b “ f 
 l o 
 u f d s n i s k e 
 c a c 
 is su e r o m l l u B 
 y m Jere


Annual
Media
spend

A
higher
Outdoor
share
is
linked
to
an
addi8onal Presence
‘dividend’
for
the
same
level
of
investment

£0‐5m £5‐20m £20m+

Source:
Mindshare/
Millward
Brown/
The
Nielsen
Company
–
2009
BrandZ
data


Annual
Media
spend

A
higher
Outdoor
share
is
linked
to
an
addi8onal Presence
‘dividend’
for
the
same
level
of
investment

£0‐5m £5‐20m £20m+

Presence
with
10%
or
less invested
in
outdoor

Source:
Mindshare/
Millward
Brown/
The
Nielsen
Company
–
2009
BrandZ
data


The
dividend
is
consistent
over
five
years
of analysis

Source:
Mindshare/
Millward
Brown/
The
Nielsen
Company
–
All
spending
brands


OUTDOOR IS LINKED TO THE DEVELOPMENT OF CHAMPION

BRANDS


Brands can be clustered into typologies Voltage
(Growth
Poten5al) 100

Growing
Equity

Large
Equity

(Small
stronger
and/
or interes5ng
brands)

(Large
Strong
Brands)

Lible
Equity

Declining
Equity

0

(Small
weak
or
new
brands)

(Large
weaker
brands)

‐50 ‐55

‐45

‐35

‐25

‐15

‐5 0

5

Source:
Mindshare/
Millward
Brown
BrandZ
/
The
Nielsen
Company

15

25

35

45

55 60 Presence


Brands can be clustered into typologies Voltage
(Growth
Poten5al) 100

Olympic Lible
Tiger

Classic Specialist

0

Clean slate

Defender

Weak

Fading
Star

‐50 ‐55

‐45

‐35

‐25

‐15

‐5 0

5

Source:
Mindshare/
Millward
Brown
BrandZ
/
The
Nielsen
Company

15

25

35

45

55 60 Presence


Stronger brand typologies spend a higher share in outdoor

Thriving/ Rising

Stagna8ng/ Declining

Average
2009
=
9% Source:
Mindshare/
Millward
Brown
BrandZ
/
The
Nielsen
Company


CLASSIC, OLYMPIAN AND LITTLE TIGERS


We can use BrandZ to understand brand personalities


Outdoor
generates
personality

Source:
Mindshare/
Millward
Brown
BrandZ
/
The
Nielsen
Company


OUTDOOR

DRIVES SEARCH


We modelled search behaviour across four categories: insurance, cars, handsets and travel


Only TV and Outdoor were found to drive search

Statistically significant impact on search?

Outdoor TV Radio

-

Press

-

Source:
Mindshare/The
Nielsen
Company/
Google
Insights
for
Search


In three out of the four categories, outdoor delivered a more cost effective impact on search than TV

Note:
Press
and
Radio
were
found
to
be
insignificant
within
the
modelling. Source:
Mindshare/The
Nielsen
Company/
Google
Insights
for
Search


Outdoor
builds
brands
by
establishing firm
founda5ons 





 Outdoor
sustains
strong
brands
and
 grows
younger
brands 





 Outdoor
brands
are
more
confident 





 Outdoor
drives
search


OAA Brand Building Presentation