Out-of-Home Advertising

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Presentation transcript:

Out-of-Home Advertising Chapter 12 Out-of-Home Advertising

Out-of-Home Advertising Pros Exposure to virtually every adult in geographic market 24-hour exposure Light and color gain immediate audience. Diversified product categories

Out-of-Home Advertising Cons Copy is limited (7-10 words) Extremely difficult to measure Visual pollutant Creative limitations Little audience selectivity Availability

Factors for Out-of-Home Popularity An increasing mobile population Cost of out-of-home advertising Media fragmentation Advertiser diversification

Exhibit 12.3 Types of out-of-home media

Primary Marketing Advantages Common to Out-of-Home Buys Quality awareness and reinforcement for brand identity Creates continuity Local approaches for national campaigns Adaptable to any advertisng message Offers direction to retail outlets Point-of-purchase reminder

Consolidation ownership Research Creative improvements Terminology Changes in the Out-of-Home Industry that Make it a National Advertising Option Consolidation ownership Research Creative improvements Terminology

Outdoor Regulation and Public Opinion Federal legislation The Highway Beautification Act of 1965 Tobacco advertising April 1999 – tobacco advertising banned AAA Code of Advertising Practices for Children Limits # of billboards that carry messages about products that cannot be sold to minors 500 feet from churches, schools, and hospitals

Outdoor Industry Public Service Contributes hundreds of millions of dollars in donated space to a number of charities and public service campaigns

The Outdoor Advertising Plan Strategic Issues Clearly stated objectives Define the target market. Specify measurable goals. Post-buy inspections (“riding the boards”)

Forms of Outdoor Advertising Poster panels 30-sheet poster Standard (12 by 25 feet) Bleed Wrapped Illuminated Non-illuminated Eight-sheet poster 5 by 11 feet Zoning regulations are more favorable

Forms of Outdoor Advertising (continued) Printed bulletins Permanent Rotary = moved from site to site Spectaculars One-of-a-kind displays for maximum attention Very expensive Digital and laser technology Wall murals (wallspaces)

The Elements of Outdoor Size Color Copy

Exhibit 12.11 Some color combos are much more effective than others

Buying Outdoor Based on gross rating points (GRPs) Daily effective circulation market population Audience called “daily effective circulation” (DEC) Traffic count times Non-illuminated (.45) Illuminated (.64)

Trends in Outdoor Advertising Advertisers seeking increasing brand awareness Way to differentiate themselves from traditional media messages Provide better creative approaches

Truck Signage

Inflatable Advertising

Bus stand

Transit Advertising Advertising displays affixed to moving vehicles or positioned in the common areas of transit stations, terminals, and airports

Exterior Displays Buses Subway cars Taxis Sides of trucks King-size or queen-size posters

Interior Displays Car-cards Inside buses or subway cars May include Tear-off slips

Airport Displays Backlist panels Courtesy phone centers Wall wraps Baggage carts Airport bus shelters Kiosks

Street Furniture Advertising Bus benches In-store displays Shopping mall displays Kiosks Bicycle racks Bus shelter panels

Alternative Out-of-Home Advertising Parking meters Cinema advertising Stadium advertising Trash bins Shopping bags Roadside logos Beach sand impressions Commercial restrooms

Exhibit 12.15 Taxi toppers provide exposure to both pedestrian and vehicular traffic.

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