The Great Outdoors The Great Outdoors Steven Yung Yung Steven - - PowerPoint PPT Presentation
The Great Outdoors The Great Outdoors Steven Yung Yung Steven Clear Media Chairman Clear Media Chairman Worldwide Outdoor Ad Spend Worldwide Outdoor Ad Spend Rest of world Rest of world a a c c i r i r e e m m A A n
Steven Steven Yung Yung Chairman Chairman –
– Clear Media
Clear Media
Total = US$17 Billion Total = US$17 Billion
L a t i n A m e r i c a L a t i n A m e r i c a
2000 Source: Zenith, OAAA
Rest of world Rest of world N
t h A m e r i c a N
t h A m e r i c a E u r
e E u r
e A s i a P a c i f i c A s i a P a c i f i c
2% 4% 36% 30% 28%
Worldwide Outdoor Ad Spend Worldwide Outdoor Ad Spend
Time Spent Gone from Home VS. TV Viewing Time Spent Gone from Home VS. TV Viewing
Time Spent Gone from Home VS. TV Viewing Time Spent Gone from Home VS. TV Viewing
Time Spent Gone from Home VS. TV Viewing Time Spent Gone from Home VS. TV Viewing
Outdoor U.S.P.(s) Outdoor U.S.P.(s)
State of the Industry State of the Industry
WORLDWIDE WORLDWIDE
Global Leader Global Leader
US Sweden UK I reland France Switzerland China
12 12 8 8 3 3 5 5 8 8
% Total % Total
11 11
Outdoor as % of Display Advertising Outdoor as % of Display Advertising
16 16
45% 45% 36% 36% 3% 3%
TV TV Newspaper/ Newspaper/ Outdoor Outdoor Radio Radio Magazine Magazine
16% 16%
Local Dynamics Local Dynamics
CAGR (1996-2000)
GDP GDP Total Ad Spend Total Ad Spend Outdoor Outdoor Advertising Advertising
8% 8% 17% 17% 23% 23% 30%+ 30%+
Clear Media Clear Media
China Focus China Focus
Food & Drink
Retail
Media & Entertainment
Motor
Telecommunications
Business & Consumer Services
Fashion
Financial Services
Travel & Transport
Home Furnishing, Furniture & Drapery
Worldwide Key Advertisers Worldwide Key Advertisers
Clear Media: Top Categories Clear Media: Top Categories
3% 3% Finance Finance 3% 3% 18% 18% Beverages Beverages 2% 2% Home Appliances Home Appliances 3% 3% IT IT Food Food 6% 6% Leisure Leisure 6% 6% OTC Pharmaceutical OTC Pharmaceutical 7% 7% Tobacco Tobacco 14% 14% Consumer Products Consumer Products 24% 24% Telecom Telecom
2002 2002
Power Brands Power Brands
Challenges Challenges
68% 68% 20% 20% 10% 10% 2% 2%
Point Point-
Sale Billboards Billboards Transit Transit Street Furniture Street Furniture
China Outdoor Industry China Outdoor Industry
Shareholder Shareholder
Growth Advertisers Advertisers
Cost effective mass medium mass medium
Government Government
World class free bus shelters bus shelters
Consumers Consumers
Functional benefits benefits
Clear Media Clear Media
Long term contracts
25+ % IRR
Proven Business Model Proven Business Model –
Delivers Value to All
Outdoor Outdoor …
Outdoor Outdoor …
Outdoor Outdoor …
Outdoor = Outdoor = “
Outdoor Outdoor …
Increase in stores w/ Increase in stores w/ trolley advertising trolley advertising
Marketing Objectives Marketing Objectives
Company Company w
w Unilever
Unilever Product Product
w w L
Lä
ätta
tta, light spread , light spread Agency Agency
w w I/U
I/U Country Country
w w Denmark
Denmark Panel Panel
w w Shopping centre posters,
Shopping centre posters, trolley boards trolley boards Target Target Audience Audience w
w Grocery shoppers
Grocery shoppers Weight Weight
w w 20 stores
20 stores Other Other Media Media
w w TV,
TV, instore instore promotion promotion Duration Duration
w w Centre posters : 4 weeks
Centre posters : 4 weeks Trolley boards : 2 weeks Trolley boards : 2 weeks Why Why Outdoor? Outdoor? w
w To achieve brand standout
To achieve brand standout where and when it matters where and when it matters
Results Results
Secure visibility inside & outside the store the store
Maximise share of voice in point of sale environment sale environment
Source: Gallup 2000 Source: AC Nielsen/AIM 2000
= control store = control store
Sales increase* Sales increase*
38% of target group remembered 38% of target group remembered seeing seeing L Lä
ätta
tta shopping centre shopping centre posters or trolley advertising posters or trolley advertising
Increase in stores w/ Increase in stores w/ shopping centre shopping centre posters posters + 7% + 7% + 9% + 9%
%
* Campaign results were compared to results
Campaign results were compared to results from a control store without shopping centre from a control store without shopping centre advertising or trolley boards. The advertising advertising or trolley boards. The advertising was the only variable. was the only variable.
Outdoor Outdoor …
Outdoor Outdoor …
Outdoor Outdoor …
Outdoor Outdoor …
Outdoor Outdoor …