Support Media

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

Alternative Media Nonmeasured Media Nontraditional Media Alternative Media Out-of-Home Media Support Media Support media are also referred to as:

Outdoor Advertising Aerial Advertising Mobile Billboards In-store Media Promotional Products Yellow Pages Promotional Products In-store Media Mobile Billboards Aerial Advertising Outdoor Advertising Examples of Traditional Support Media Signage Traditional Support Media

Outdoor Advertising Can Break the Two Dimension Barrier

Blimps Carry the Message High and Wide

Trucks Become Billboards on Wheels

Car-Tops Grab Pedestrian and Passenger Attention

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 Outdoor Media Options Media Options Media Options

Platform Posters Platform Posters Terminal Posters Terminal Posters Outside Posters Outside Posters Inside Cards Inside Cards Station Posters Station Posters Outside Posters Outside Posters Terminal Posters Terminal Posters Platform Posters Platform Posters Station Posters Station Posters Transit Advertising Media

Terminal Posters Entertain Bored Commuters

Shelter Advertising: Street Furniture

Ad Spending on Out-of-Home Media Billboards (66% of ad dollars) –Bulletins, spectaculars, murals, posters, etc. Street furniture (7% of ad dollars) –Bicycles, benches, kiosks, etc. Transit (11% of ad dollars) –Airports, buses, taxis, etc. Alternative media (16% of ad dollars) –Cinema, stadiums, place-based ads, etc.

Many options available to reach specific groups Flexibility Potential for high frequency of impressions Frequency Low cost per exposure depending on medium used Cost Size, shape, lighting, motion, and special impressions may boost impact Impact Low cost per exposure depending on medium used Cost Many options available to reach specific groups Flexibility Potential for High frequency of impressions (think commuters and billboards) Frequency Can reach a variety of audiences very quickly Reach Can reach a variety of audiences very quickly (think blimps) Reach Advantages of Outdoor Advertising

Outdoor Advertising Disadvantages Image problems: Visual Pollution Image problems: Visual Pollution Disadvantages Limited message capability Wearout Measurement problems Production Capability Timeliness/Lead Time

Measuring Traffic Levels The Traffic Audit Bureau for Media Measurement (TAB) measures traffic for the outdoor industry.

Growth of Out-of-Home Advertising More than 40 types of out-of-home media Why the growth? –Increasingly mobile population –More traffic –Lower CPMs ($2-$10 per M) –Media fragmentation –Direct Response Capabilities –Point of Purchase Capabilities –Advertiser diversification

Top Outdoor Advertisers

Buying Outdoor Billboard/Poster advertising purchased on the basis of GRPs Audience for outdoor is known as the daily effective circulation (DEC) GRPs normally bought in units of 50 or 100

Promotional Products Marketing Ad specialties, premiums, business gifts, prizes, or commemoratives. Example: Pens with logo on them Ad specialties, premiums, business gifts, prizes, or commemoratives. Example: Pens with logo on them

Saturation Poor image Lead Time Selectivity Flexibility Frequency Economy Goodwill Augmentation Saturation Poor image Augmentation of Primary Media Goodwill Lower Cost Frequency Many Options Highly targeted Promotional Products Pros & ConsAdvantagesDisadvantages High recall Limited Message Potential

Internet Yellow Pages Community Yellow Pages Specialized directories Internet Yellow Pages Specialized directories Forms of Yellow Pages

Yellow Pages Timeliness Market Fragmentation Lead Times Lack of Creativity Size Limitations Wide Availability Action Oriented Low Cost Frequency Non-Intrusiveness AdvantagesDisadvantages Timeliness Market Fragmentation Lead Times Lack of Creative Options Wide (Free) Availability Action Oriented Low Cost Frequency Non-Intrusiveness Clutter

Advertising in Movie Theatres Irritation High Exposure Audience Mood AdvantagesDisadvantages Cost (Maybe) Irritation High Reach/Exposure Audience Mood Good Recall Lack of Clutter Proximity to shopping Good Segmentation Captive Audience Movie Failure

Magazines Catalogs Videos Catalogs Magazines Types of In-Flight Advertising Radio

In-Flight Magazines Target “Movers & Shakers”

Advertainment Product Placements Content Sponsorship Product Integration Others Ad-Supported VOD Content Sponsorship Product Integration Product Placements Branded Entertainment

Product Placement Examples Cast Away The Devil Wears Prada

007 Movie Tie-In Product Placement *Click outside of the video screen to advance to the next slide

Branded Entertainment Time of Exposure High Absolute Cost High Exposure High Frequency Media Support Source Association Economy/High Recall Targeting Bypass Regulations AdvantagesDisadvantages Viewer Acceptance Short Exposure Time Lack of Control High Absolute Cost High Potential Reach Celebrity Effects Passive Sales Message Source Association High Recall Targeted / Selective Bypass Regulations Viewer Acceptance Negative Placements Low Frequency