Out of Home works for Entertainment Media brands

Out of Home works for Entertainment & Media brands

Millions Out of Home is a key medium for Entertainment & Media brands 200 180 179 160 140 120 99 100 73 80 73 55 60 49 43 40 33 30 28 20 0 Entertainment & Leisure Telecoms Drink Finance Food Travel & Transport Motors Cosmetics & Personal Care Govt, social, political Organis Retail

Leading Entertainment & Media brands trust Out of Home EE £ 9. 6 m £ 8. 9 m £ 8. 4 m £ 7. 9 m £ 6. 8 m £ 6. 5 m £ 5. 0 m £ 4. 4 m £ 3. 8 m £ 3. 2 m £ 3. 0 m £ 2. 9 m £ 2. 6 m £ 12. 6 m

People who see a lot of posters are heavy tech and media users Heavily opinionated about media and entertainment products and happy to share their views with others, both off and online Young, in full time employment, and upscale HEAVY OOH CONSUMPTION Cultured, and social Confident and Progressive users of technology Heavy users of other Media Cinema, Radio, TV and online too, TV On Demand, You. Tube and social networks.

Some groups of OOH viewers can be even more defined 15 -24 yrs heavy OOH Light TV heavy OOH More likely to own digital tech at home such as wireless digital streamers and media centres. Particularly heavy users of TV On Demand. More interested in tech than the arts and even more opinionated about TV than most heavy OOH consumers More likely to watch TV On Demand, particularly Sky product, and 3 D films at the cinema. Highly cultured with even more opinionated and likely to share views on TV than most heavy OOH consumers Freq Cinema heavy OOH Most likely to download films/TV programmes at home as well as music. More likely to share opinions about arts/culture and heavy users of BT Vision

Some groups of OOH viewers can be even more defined Index 250 200 197 180 157 148 139 150 158 139 138 134 143 113 139 125 133 146 100 50 0 Heavy OOH_15 -24 yrs Heavy OOH_Light TV viewers Posted comments about sector online A large amount of knowledge about the sector Connectors TV & Audio (Talk to many people) Music downloads in past 12 mths TV Press 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 Heavy Consumption OOH Source: OMC, Recognition/Attribution from database of case studies Radio Heavy OOH_Freq Cinema goers Influencers TV & Audio (Influence many people) Internet

A truly broadcast audience for Entertainment and Media brands 82% of UK adults have seen OOH in the past week and a highly visible medium to heavy users of other offline and online media 90 89 88 % 87 86 85 80 Seen OOH in past week Heavy Cinema Goers Heavy TV Viewers 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 Heavy TV On Demand You. Tube Viewers

People who see film 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 cinema market are even more likely to do so 67% 51% 28% Searched for film as a result of seeing OOH No Yes The Customer Journey 2012 Searched from home/work 36% Looked at cinema/film product or service Seen OOH Not seen OOH 41% 23% Learnt about cinema/film company, product or service

For cinema releases, frequency builds search and purchase Repeated exposure to OOH generates an uplift in web searching and on purchase especially at the highest exposure (e. g. 5+ exposures) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 87% 83% 72% 65% 55% 74% 72% 60% 55% 70% 62% 36% 14% Talked To People About These Products/Services - Last 12 Months Heavy Newspaper The Customer Journey 2012 10% 16% 12% 18% Search internet when mobile Heavy Magazine 40% 41% 33% Search internet anywhere Heavy TV Heavy Radio Buy because of OOH Heavy Cinema

The Out of Home audience influential in persuading others about TV Index 180. 0 166 160. 0 140. 0 139 118 120. 0 107 100. 0 106 98 101 93 105 74 80. 0 60. 0 40. 0 20. 0 about TV in theabout last 12 TV months Talked to Talked many different people in past 12 mths "Heavy Outdoor" Heavy Magazine Talked to people products/services in TV the last 12 months Veryabout likelythese to convince others about Heavy Television 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 talked about/convinced about TV Heavy Radio Heavy Newspaper

Out of Home audiences offer the keenest approach to music downloads 70, 000 63, 412 61, 229 60, 000 50, 000 37, 070 40, 000 33, 807 31, 439 30, 000 21, 372 20, 000 10, 000 0 1 Volume spend on Music Downloads in past 12 mths Heavy Outdoor Heavy Internet Heavy Radio Heavy Television 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 Heavy Magazine Heavy Newspaper

The Out of Home audience actively watches TV On Demand 000 7, 000 5, 797 6, 000 4, 717 5, 000 4, 397 4, 000 3, 575 2, 765 3, 000 2, 536 2, 000 1, 000 0 1 Watched TV On Demand in past 12 mths Heavy Internet Heavy Outdoor Heavy Television 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 Heavy Radio Heavy Magazine Heavy Newspaper

Entertainment campaigns get noticed “Which of the following have you seen advertised recently using outdoor advertising – New films, TV programmes, theatrical shows, books and music? ” 90% 76% 80% 70% 61% 63% Adults Male 60% 77% 73% 60% 62% 35 -44 ABC 1 50% 40% 30% 20% 10% 0% Source: You. Gov survey of 1, 692 respondents, May 2011 Female 18 -24 25 -34 London