1. Out-of-Home Advertising
Chapter 12
Out-of-Home Advertising

2. 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

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

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

5. Exhibit 12.3 Types of out-of-home media

6. 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

7. 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

8. 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

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

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

12. 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

13. 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)

14. The Elements of Outdoor
Size
Color
Copy

15. Exhibit 12.11 Some color combos are much more effective than others

16. 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)

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

23. Truck Signage

24. Inflatable Advertising

25. Bus stand

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

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

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

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

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

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

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