Out-of-Home and Support Media. The Role of Out-of-Home Media To deliver the advertising messages...

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.

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.

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

PostersSuperboardsBacklit postersElectronicStreet levelMural

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

Gasoline PumpsGasoline Pumps

Gasoline Pumps

WallDrawings

WallDrawings

Car TopSigns

Car TopSigns

Ski LiftPoles

Ski LiftPoles

TrashCans

TrashCans

ATMDisplays

ATMDisplays

ParkingMeters

ParkingMeters

SidewalkSigns

SidewalkSigns

ParkingMeters

ParkingMeters

ATMDisplays

ATMDisplays

TrashCans

TrashCans

Ski LiftPoles

Ski LiftPoles

Car TopSigns

Car TopSigns

WallDrawings

WallDrawings

MediaOptionsMedia

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 CoverageGeographic Coverage

Creativity for Emotional ResponsesCreativity for Emotional Responses

Scheduling FlexibilityScheduling Flexibility

Cost EfficiencyCost Efficiency

FrequencyFrequency

ReachReach

Selective ExposureSelective Exposure

AttentionAttention

Limitations of Outdoor Media

Creativity for Cognitive ResponsesCreativity for Cognitive Responses

Absolute CostAbsolute Cost

Target Audience SelectivityTarget Audience Selectivity

Media ImageMedia Image

Amount of Processing TimeAmount of Processing Time

Target Audience CoverageTarget Audience Coverage

ClutterClutter

Low InvolvementLow Involvement

Transit Media

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

Commuter Transit OptionsInterior Transit CardsInterior Transit Cards

Interior Door CardsInterior Door Cards

Transit Shelter PostersTransit Shelter Posters

Station PostersStation Posters

Exterior PostersExterior Posters

SuperbusSuperbus

Subway OnlineSubway 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 Interior11”h x 35”w

Super Interior11”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

FrequencyFrequency

Geographic CoverageGeographic Coverage

Absolute Cost and EfficiencyAbsolute Cost and Efficiency

Media ImageMedia Image

ReachReach

Amount of Processing TimeAmount of Processing Time

Control for Selective ExposureControl for Selective Exposure

Schedule FlexibilitySchedule Flexibility

Limitations of Transit Advertising

Target Audience CoverageTarget Audience Coverage

Creativity for Cognitive and Emotional Responses

Creativity for Cognitive and Emotional Responses

AttentionAttention

ClutterClutter

Target Audience SelectivityTarget Audience Selectivity

Media ImageMedia Image

InvolvementInvolvement

Airline Transit Options

In-flight magazinesIn-flight videosIn-flight radioAirport displays

Smaller backlit postersSuperboards near terminalOther types of displays depending on media

company and airport terminal

Strengths of In-Flight Advertising

Absolute CostAbsolute Cost

Selective ExposureSelective Exposure

Target Audience SelectivityTarget Audience Selectivity

Limitations of In-Flight Advertising

AttentionAttention

Scheduling FlexibilityScheduling Flexibility

Media ImageMedia 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 ResponsesCreativity for Processing Responses

Selective Exposure and AttentionSelective Exposure and Attention

InvolvementInvolvement

Absolute Cost and Cost EfficiencyAbsolute Cost and Cost Efficiency

Target Audience SelectivityTarget Audience Selectivity

Limitations of Place-Based Media

Reach and FrequencyReach and Frequency

Target Audience and Geographic Coverage

Target Audience and Geographic Coverage

Scheduling FlexibilityScheduling Flexibility

Amount of Processing TimeAmount of Processing Time

ClutterClutter

Poor Media ImagePoor 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

ClutterClutter

Target Audience SelectivityTarget Audience Selectivity

Geographic CoverageGeographic Coverage

Target Audience CoverageTarget Audience Coverage

CostCost

No Control for Selective ExposureNo Control for Selective Exposure

Creativity for Processing ResponsesCreativity for Processing Responses

Attention and InvolvementAttention and Involvement

Limitations of Movie Theatres as a Media

Reach and FrequencyReach and Frequency

Scheduling FlexibilityScheduling Flexibility

Amount of Processing TimeAmount of Processing Time

CostCost

Media ImageMedia 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 ResponsesCreativity for Cognitive Responses

Creativity for Emotional ResponsesCreativity for Emotional Responses

ReachReach

Target Audience and Geographic Coverage

Target Audience and Geographic Coverage

Absolute Cost and Cost EfficiencyAbsolute Cost and Cost Efficiency

Target Audience SelectivityTarget Audience Selectivity

AttentionAttention

Amount of Processing Time and Involvement

Amount of Processing Time and Involvement

Limitations of Point-of-Purchase Media

ClutterClutter

FrequencyFrequency

Selective ExposureSelective Exposure

Scheduling FlexibilityScheduling Flexibility

Media ImageMedia 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

Attention, Involvement, and Processing Time

Cost Efficiency and Absolute CostCost Efficiency and Absolute Cost

Media ImageMedia Image

FrequencyFrequency

Reach and Target Audience Coverage

Reach and Target Audience Coverage

Limitations of Yellow Pages Media

Selective ExposureSelective Exposure

Creativity for Cognitive and Emotional Responses

Creativity for Cognitive and Emotional Responses

Scheduling FlexibilityScheduling Flexibility

Target Audience SelectivityTarget Audience Selectivity

ClutterClutter

Geographic CoverageGeographic 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 ExposureSelective Exposure

FrequencyFrequency

Creativity for Emotional ResponsesCreativity for Emotional Responses

Geographic CoverageGeographic Coverage

Cost EfficiencyCost Efficiency

ReachReach

ClutterClutter

InvolvementInvolvement

Limitations of Product Placement

Target Audience SelectivityTarget Audience Selectivity

Amount of Processing Time and Attention

Amount of Processing Time and Attention

Creativity for Cognitive ResponsesCreativity for Cognitive Responses

Media ImageMedia Image

Scheduling FlexibilityScheduling Flexibility

Absolute CostAbsolute Cost

Target Audience CoverageTarget Audience Coverage