1. Chapter 12 Out-of-Home Advertising
Kleppner’s
Advertising
Procedure, 18e
Lane * King * Reichart

2. Learning Objectives
Understand the basic marketing strategy of out-of-home advertising.
Describe the legislative environment of outdoor advertising.
Identify various types of out-of-home media.
Explain how outdoor advertising is bought and sold.
Describe measurement of the outdoor audience.
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3. Pros of Out-of-Home Advertising
Advertising exposure to entire geographic market
High frequency
Low cost per exposure
Excellent supplemental media
Good for reminder messages
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4. Cons of Out-of-Home Advertising
Unable to communicate detailed messages
Copy limited to 7-10 words
Viewed as a visual pollutant
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5. The Outdoor Industry
The Outdoor Advertising Association of America (OAAA)
is the primary trade and lobbying organization.
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6. The Outdoor Industry
The Traffic Audit Bureau for Media Measurement (TAB) measures traffic for the outdoor industry.
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7. Growth of Out-of-Home Advertising
More than 40 types of out-of-home media
Why?
Increasingly mobile population
Cost of out-of-home advertising
Media fragmentation
Advertiser diversification
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8. Exhibit 12.1 Categories of Out-of-Home Advertising
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9. Types of Out-of-Home Media
Billboards
Bulletins, spectaculars, murals, posters, etc.
Street furniture
Bicycles, benches, kiosks, etc.
Transit
Airports, buses, taxis, etc.
Alternative media
Cinema, stadiums, place-based ads, etc.
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10. Heavy Product Users of Outdoor Advertising
Local services and amusements
Media and advertising
Retail
Insurance/real estate
Public transportation, hotels, resorts
Restaurants
Communications
Automotive
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11. Exhibit 12.3 Top Outdoor Advertisers
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12. Advantages of Out-of-Home Buys
Quickly builds awareness
Maintains and reinforces brand identity
Creates continuity by extending advertising themes beyond traditional media
Offers localized approach for national campaigns
High adaptability for messages and brands
Provides point-of-purchase reminder
Enhances direct-response offers
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13. Exhibit 12.4 Enhancing Direct Response
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14. Changes in Out-of-Home Industry
Consolidation of ownership
Research
Better creative opportunities
Terminology
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15. Federal and State Controls of Out-of-Home Advertising
Billboards allowed in commercial/ industrial areas
Billboard controls apply to Federal-Aid Primaries (FAPs), routes noted by state DOTs to be of significant service value
States that do not comply with guidelines are subject to a reduction in highway allocations
No new signs may be erected along scenic byways
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16. The Outdoor Advertising Plan
Clearly state objectives
Define the target market
Specify measurable goals
Coordinate the buy
Inspect postbuy (ride the boards)
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17. Forms of Outdoor Advertising
Poster panels
Eight-sheet posters
Painted bulletins
Spectaculars
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18. Exhibit 12.8 Standardized Posters and Bulletins
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19. Exhibit 12.10 Outdoor Design
Some color combinations are more effective
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20. Buying Outdoor 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
Allotment is the number of posters used in an individual buy
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21. Exhibit 12.12 Transit Advertising
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22. Exhibit 12.18 Shelter Advertising: Street Furniture Advertising
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23. For Discussion
Why is a diversity of product categories important to the outdoor industry?
What are the primary uses of outdoor for most advertisers?
Why has transit advertising grown in recent years?
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