Outdoor advertising should be used by motor brands for several key reasons: 1) It allows brands to advertise directly where their products are used - on the roads. 2) Drivers are in the right mindset to consider new vehicles when driving and exposed to outdoor ads. 3) Outdoor advertising is highly visual and effective at building brand recall and desire among drivers.

1. 10+ reasons why Motors brands should use Outdoor

2. Be on the road 24 / 7 100% of car use will be on the road It makes sense to advertise where the product is in use

3. Drivers are checking out cars We’ve all done it. Drivers’ mindsets are all about cars and driving It’s the perfect context for you to showcase their next car

4. Outdoor is the most visual medium, driving brand recall and desire Outdoor puts your marque and model out there, in full view and super scale Establishing a strong visual image is important for all brands, and particularly for motors

5. Reach the people you want to reach: drivers are the most exposed to Outdoor The more people drive, the more exposed they are to outdoor advertising Outdoor is the most efficient medium at reaching heavy drivers, since they are on the road more frequently

6. Outdoor media is intercept media Outdoor media is unmissable, can’t be turned off or switched over It cuts through to your consciousness at just the right times and places, i.e. on the road

7. Outdoor audience buys more and more expensive cars Adult 000’s Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

8. Outdoor audience are defined by time on road: more miles than other media Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

9. Word of mouth: outdoor audience most likely to influence others about cars Adult 000’s Source: CBS Outdoor, TGI Media Neutral quintiles 2010 “Heavy” quintile is the 20% of the media audience who consume that medium most, ie the most typical consumer of that medium

10. Outdoor drives online search for cars more than TV, radio or press Note: Press and Radio were found to be insignificant within the modelling. Source: Mindshare 2010 /The Nielsen Company/ Google Insights for Search

11. Proven effective Posters are proven effective at launching and maintaining motors brands

12. Leading motor advertisers trust outdoor Top spending 50 motors advertisers in outdoor (average spend £857m) Vauxhall Motors, Renault UK, Volkswagen UK, Peugeot Motor Co, Audi UK, Nissan Motor, Kia Motors, Ford Motor Co, Mercedes Benz, Toyota GB, GM Motors, Fiat Auto, Shell UK, Tomtom, Kwikfit GB, Suzuki, Skoda, Colt Car Co, Volvo Car UK, Garmin Europe, My Streetcar, Michelin Tyre, Honda UK, Jaguar Cars, ATS Euromaster, SEAT UK, Total UK, Alfa Romeo GB, Ford Dealers, PSA Peugeot Citroen, Mazda Cars, The Car Shop, Lexus GB, Avis Rent a Car, Chevrolet UK, bets of the Best, Land Rover, Brunel Ford, Texaco, Holiday Autos, AG Motors, Medion Electronics, Rolls Royce, Lookers Vehicles, Max Sport Automation, Kenway Tyres, Essex Audi, UK Parts Alliance Source: Nielsen Media Research