Out-of-Home and Support Media

The Role of Out-of-Home Media To deliver the advertising messages people encounter while moving throughout their town or city, accomplishing their day-to- day activities.

The Role of Support Media To reach those people in the target audience that primary media (TV, print, etc.) may not have reached and to reinforce, or support their messages.

Group Assignment

Outdoor Media Pervasive! About 10% of newspaper or TV advertising revenue is spent on outdoor media. Outdoor media have recently experienced about 50% growth.

Outdoor Media Options Posters Superboards Backlit posters Electronic Street level Mural

Outdoor Media Options: Blimps Carry Messages High and Wide

Outdoor Media Options: Inflatables’ Colour and Size Get Attention

Outdoor Media Options: Buildings Can Become Billboards

Outdoor Media Options: Trucks Become Billboards on Wheels

Posters  10’ x 20’  Front lit illumination  Available in Top 10 markets, mid/small communities across country  Excellent mass distribution

Superboards  Front lit  10’ x 44’ and 14’ x 48’  Vinyl  Reusable  Space extensions

Backlights  23’ x 10’ horizontal  14’ x 19’ vertical  Rear illuminated  Printed on vinyl  Reusable

Wall Mural - Painted  “Urban art”  Painted directly on the wall  Located in high profile areas in Toronto  Various sizes

Wall Mural - Banner  Various sizes  Vinyl  Landmark locations in Toronto

Other Outdoor Media Options Gasoline Pumps Wall Drawings Wall Drawings Car Top Signs Car Top Signs Ski Lift Poles Ski Lift Poles Trash Cans Trash Cans ATM Displays ATM Displays Parking Meters Parking Meters Sidewalk Signs Sidewalk Signs Parking Meters Parking Meters ATM Displays ATM Displays Trash Cans Trash Cans Ski Lift Poles Ski Lift Poles Car Top Signs Car Top Signs Wall Drawings Wall Drawings Media Options Media Options

Buying Outdoor Typically purchased for 4 weeks. Provide 25 to 125 GRPs per day. Tailor to each market. Location?

Audience Measurement for Outdoor Media Done by Canadian Outdoor Measurement Bureau (COMB).

Strengths of Outdoor Media Geographic Coverage Creativity for Emotional Responses Scheduling Flexibility Cost Efficiency Frequency Reach Selective Exposure Attention

Limitations of Outdoor Media Creativity for Cognitive Responses Absolute Cost Target Audience Selectivity Media Image Amount of Processing Time Target Audience Coverage Clutter Low Involvement

Transit Media Transit targets the millions of people exposed to commercial transportation facilities. Buses, subways, light-rail trains, airplanes.

Commuter Transit Options Interior Transit Cards Interior Door Cards Transit Shelter Posters Station Posters Exterior Posters Superbus Subway Online

Transit Shelters  4’ x 6’  National coverage  Specific targets  Backlit  10,000 faces located on key transportation routes in major markets

King Posters  30” h x 139” w  Urban coverage of Toronto and other major cities across Canada  Reusable

Super Kings  30” h x 192” w

Seventy Posters  21” h x 70” w  Urban coverage of Toronto and other major cities across Canada

Vinyl Wraps Full wraps - Vinyl application on both sides and the back of the bus. Murals - Vinyl application on the driver’s side of the bus only.

Vinyl Wraps Streetcar wraps – Vinyl application on both sides and the back of a streetcar. Full Backs - Vinyl application on the back of the bus only.

Subway Wraps  Vinyl application of both sides of a subway train  2 cars sold together.

Interior Cards Standard Interior 11”h x 35”w Super Interior 11”h x 70”w  Backlit  Above the windows of all transit vehicles  Standard sizes across Canada

Vertical Posters  28” h x 20” w  Toronto subway cars and on station walls by the escalators

Subway Platform Posters  4’ x 6’  Toronto subway  Standard size – same as a TSA  Backlits available at Bloor and Dundas stations Bloor Backlit

Backlit 50’s and 100’s  Toronto subway  Located in backlit frames in high traffic locations at various stations Backlit 100 Backlit 50

Ceiling Decals  Available in buses only  Maximum size of 2’ x 4’

Stair Risers  Available on a station specific basis, or as part of a station domination.

Turnstiles  Roadblock the consumer entering or leaving the station.  Turnstiles are sold as a package

Buying Transit Media Usually sold on a 4 week basis. Range of GRPs is varied, from a low of 5 GRPs to a high of 100 GRPs. Tailor to each market.

Strengths of Transit Advertising Frequency Geographic Coverage Absolute Cost and Efficiency Media Image Reach Amount of Processing Time Control for Selective Exposure Schedule Flexibility

Limitations of Transit Advertising Target Audience Coverage Creativity for Cognitive and Emotional Responses Attention Clutter Target Audience Selectivity Media Image Involvement

Airline Transit Options In-flight magazines In-flight videos In-flight radio Airport displays Smaller backlit posters Superboards near terminal Other types of displays depending on media company and airport terminal

Strengths of In-Flight Advertising Absolute Cost Selective Exposure Target Audience Selectivity

Limitations of In-Flight Advertising Attention Scheduling Flexibility Media Image

Place-Based Media Involves bringing the advertising medium to consumers, wherever they may be.

Place-Based Media Options Signage and displays in malls Backlit posters, superboards, electronic message signs and video displays anywhere there is a sufficient number of people. Indoor posters on university campuses to reach younger consumers. Closed-circuit TV to reach travelers or patients in certain hotel or hospital rooms, respectively. Small print ads in elevators or washrooms or on floors or escalator handrails.

Strengths of Place-Based Media Creativity for Processing Responses Selective Exposure and Attention Involvement Absolute Cost and Cost Efficiency Target Audience Selectivity

Limitations of Place-Based Media Reach and Frequency Target Audience and Geographic Coverage Scheduling Flexibility Amount of Processing Time Clutter Poor Media Image

Place-Based Media at the Movies Estimated $25 to $30 million is spent advertising in movie theatres: commercials, slides, posters, and sales promotions. $15 million of that on commercials. Overall revenue is still only 1% of the TV advertising revenue per year.

Strengths of Movie Theatres as a Media Clutter Target Audience Selectivity Geographic Coverage Target Audience Coverage Cost No Control for Selective Exposure Creativity for Processing Responses Attention and Involvement

Limitations of Movie Theatres as a Media Reach and Frequency Scheduling Flexibility Amount of Processing Time Cost Media Image

Point-of-Purchase Media In-store media as place-based communication has existed for some time. Advertisers promote products in supermarkets and other stores with a number of media options.

Point-of-Purchase Options Wall signs Displays Banners Shelf signs Video displays on shopping carts Kiosks Coupons at counters and cash registers LED boards Ads broadcast over in-house screens

Strengths of Point-of-Purchase Media Creativity for Cognitive Responses Creativity for Emotional Responses Reach Target Audience and Geographic Coverage Absolute Cost and Cost Efficiency Target Audience Selectivity Attention Amount of Processing Time and Involvement

Limitations of Point-of-Purchase Media Clutter Frequency Selective Exposure Scheduling Flexibility Media Image

Yellow Pages Media Often referred to as a directional medium. Once consumers have decided to buy, the Yellow Pages point them in the direction where their purchases can be made.

Strengths of Yellow Pages Media Attention, Involvement, and Processing Time Cost Efficiency and Absolute Cost Media Image Frequency Reach and Target Audience Coverage

Limitations of Yellow Pages Media Selective Exposure Creativity for Cognitive and Emotional Responses Scheduling Flexibility Target Audience Selectivity Clutter Geographic Coverage

Product Placement Increasingly common way of promoting a product is to show it or an ad for it as part of a movie or TV show.

Product Placement Decisions 1. Primary issue  The source as represented by the plot, scenes, or characters of the movie or TV show. 2. Creative use of the product impacts the experience. Central role in scene Mere showing of the product Having character use or talk about product 3. Amount of time product is featured. 4. How many different vehicles a marketer wants to be exposed in.

Strengths of Product Placement Selective Exposure Frequency Creativity for Emotional Responses Geographic Coverage Cost Efficiency Reach Clutter Involvement

Limitations of Product Placement Target Audience Selectivity Amount of Processing Time and Attention Creativity for Cognitive Responses Media Image Scheduling Flexibility Absolute Cost Target Audience Coverage