1. Presented By: Pauline Hanton and Phil Clemas
OUT OF HOME LANDSCAPE
Good afternoon and thankyou.
Presented By: Pauline Hanton and Phil Clemas
Date: April 20th, 2010

2. OUT OF HOME AGENDA OOH is all about you….subliminal advertising
OMANZ members
OOH – share of market
OOH….what it can provide
OOH - some stats
DOOH – Digital Out of Home
Innovation and Engagement
MOVE
Conclusion

3. OUT OF HOME
IS ALL AROUND YOU 3

4. OUT OF HOME IS ALL AROUND YOU…
Derren Brown’s video on subliminal advertising.

5. OMANZ
MEMBERS 5

6. OMANZ
MEMBERS
Fully paid members as above with affiliate members of Omnigraphics and Boston Digital

7. OUT OF HOME
SHARE OF MARKET 7

8. OUT OF HOME MARKET SHARE OVER LAST FIVE YEARS
OOH - $72M, $79M, $78, $74M $68M
As a comparison Australian OOH share is 3.3%, US is 5.6% and UK is 5.0%...so even in sophisticated markets like the US and UK…..they’re only a few percent higher than us.

9. OUT OF HOME – MARKET SHARE LAST FIVE YEARS COMPARED TO OTHER MEDIA
Newspapers have had the biggest decline over the last 5 years, followed by television (whose decline did plateau out over the last couple of years). Radio’s been pretty stable followed by Magazines with a small decline last year – with every one else. Interactive is going against the trend increasing by leaps and bounds over the last 5 years which will continue.

10. OUT OF HOME
WHAT IT CAN PROVIDE 10

11. OOH is about much more than posters and panels
OOH is about much more than posters and panels. It’s about effectively reaching multiple audiences when they out living their lives…..the simplest, purest form of media today.
OOH is about much more than posters and panels…..it’s about effectively reaching multiple audiences when they’re out living their lives…..
…..it really is the simplest, purest form of media today.

12. REACH
REACH
FREQUENCY

13. REACH
FREQUENCY
FREQUENCY

14. REACH
FREQUENCY
FREQUENCY
IMPACT

15. REACH
BROADCAST
FREQUENCY
FREQUENCY
IMPACT 15

16. REACH
TARGETED ENVIRONMENT
FREQUENCY
FREQUENCY
IMPACT

17. POINT OF PURCHASE

18. REACH FREQUENCY BUILDS BRANDS TARGETED ENVIRONMENT FREQUENCY IMPACT
A combination of OOH formats builds brands - use of all major formats can launch a brand
BUILDS BRANDS
TARGETED ENVIRONMENT
FREQUENCY
FREQUENCY
IMPACT

19. REACH FREQUENCY DRIVES SALES BUILDS BRANDS TARGETED ENVIRONMENT
Path to Purchase resulting in driving sales
BUILDS BRANDS
TARGETED ENVIRONMENT
FREQUENCY
FREQUENCY
IMPACT

20. CLUTTER FREE 20

21. CREATIVE CANVAS

22. NON
INTRUSIVE
ENGAGEMENT

23. CONTEXT RELEVANT

24. INNOVATION
First time ‘live’ Twitter updates have been used on a billboard – certainly in Australasia, possibly the world. We’re all aware of Yellow recruiting Josh to make Yellow Chocolate. He could only use businesses/services found in the Yellow Pages to achieve his goal. To update his progress and to send messages to the market, he tweeted his messages to our billboards – 2 x Auckland and 1 x Wellington – which displayed in real time on the temporary digital panels that we installed on our billboards, specifically for this campaign. A huge amount of PR was generated from this activity.

25. BRAND EXPERIENCE

26. OUT OF HOME COMPLIMENTS OTHER MEDIA
A visual reminder of the TVC (viewed the evening/morning prior)
Strips out the key message of the TVC
Extends the communication to the path to purchase – perfect to showcase product
Reinforces the radio communication visually
Drives consumers online
Incremental reach. Many OOH case studies consistently show that OOH reaches a unique audience that may not have seen the TVC or read the magazine
Network’s themselves use OOH extensively to drive viewers to watch key programmes
Courtesy of Jack Beijing

27. OUT OF HOME THE DEFINITION OF EFFECTIVE ADVERTISING?
Consideration / Intent to purchase
Awareness
Trial / Purchase
Usage
Advocacy
The challenge of OOH is getting the creative right. All advertising, with OOH being no exception, is trying to take a potential consumer from Brand Awareness to Brand Advocacy and it is in the areas of Awareness, consideration and trial that we have the greatest potential to add value

28. OUT OF HOME
SOME STATS….. 28

29. TARGET AUDIENCE: AP 15-24 (Heavy Media Consumption)
Of AP 15-24, 373,000 (59% of the target population) are heavy consumers of outdoor media – at least 109,000 more than any other media.
Source: Nielsen Media Q to Q4 2009

30. TARGET AUDIENCE: AP 25-54 (Heavy Media Consumption)
Of AP 25-54, 731,000 (42% of the target population) are heavy consumers of outdoor media.
Source: Nielsen Media Q to Q4 2009

31. TARGET AUDIENCE: AP 15-24
Source: Nielsen Media Q to Q4 2009

32. TARGET AUDIENCE: AP 25-54
Source: Nielsen Media Q to Q4 2009