Advertising Irish Media Market Outdoor. Source:Adspend €1, 030.7m Total Market ROI Advertising Investment Jan-Dec 2002 €103.07m

Advertising Irish Media MarketOutdoor

20%

63%

6%

10% 1%

TV

Print

Radio

Outdoor

Cinema

Source:Adspend

€1, 030.7m

Total Market

ROI Advertising Investment Jan-Dec 2002

€103.07m

Jan – Dec 2002 v 2001

9.1

5.1

-6.8

13.9

39.4

7.8

-10

-5

0

5

10

15

20

25

30

35

40

Press TV Radio Outdoor Cinema Total

%

Source:Adspend

Advertising Expenditure Jan-Jun 2003

• Increased by 17.17% on the same period last year.

• The highest increases were:

– Food up 94%

– Non-Alcoholic drinks up 58%

– Entertainment up 76%

– Health/Beauty/Personal Care up 32%

– Media up 43%

The largest decreases were for 1. Government and local authorities - 59% 2. Motor Trade - 29%

Dominated by 3 sizes and 3 contractors

48 Sheet’s 6 Sheet’s Transport

43%

12% 46.8% 30%

33% 26.8% 70%

88% 73.6% 100%

95%

JCDecaux

Clear Channel

Viacom

Outdoor

Where do you see your poster?

Formats

• Billboards – 4, 12, 48, 96, Europanel, Square• 6 Sheets – Cascade, Citylight, shopperlight, Adbox, Autolink,

Cinema, Commuterlite• Transport – Bus wrapping, Interiors A2, Headliners, Dartcard,

T-Sides, Megaside, Step Risers, Rears, • Ambient- Banners – Airport Suitcases, Adlids, Airport

Trolleys, Aerial Banner, Admobile, Beer Mats, Coffee Cups, Hub Caps, Washroom, Inflatibles ….etc

Media advantages and disadvantages

Outdoor Advantages

• Ideal for a solus or multimedia campaign.

• Talk to people when they are out and about.

• Drive Affinity

– Talk directly to the target audience during key needstates

– Allows you to build brand occasions

• Endorse the Brand Image on a large scale.

• Ambient media is ideal to connect with the target in specific moments.

• Drive weight, reach and impact behind a campaign.

• Get stuck into particular brand heartlands via area clusters via regional campaign

versus national.

An out of-home culture

The average commuting time to and from work in Ireland is now two hours a day. (Source: Irishjobs.ie)

An out of-home culture

Average car speeds on radial routes travelling towards Dublin City centre will decrease from 14 kmph in 2001 to 8 kmph by 2006 (Source: DTO)

Outdoor Disadvantages

• Creative must be simple to deliver impact

• Weather dependant – campaign may be delayed

• Poor quality sites/locations

• Measurement!

• May have to share media vehicle with competitive brand e.g. Transport & multiple hoardings

Outdoor Media Buying

• Outdoor Contractors – sites sold in packs, variables such as position, illumination, quality and traffic considered

• Outdoor Specialists• Posterscope LTD

• Posterplan

• PML

• IPM (NI)

– Plan and buy cost effective and balanced campaigns across all outdoor options. Representing the agency to the contractor and the contractor to the agency.

Outdoor Specialist services

• Format buying per campaign specifications – Posting per cycle (2 wks) 26 cycles in the year

• Site inspection services• Design testing• Post campaign research• Mapping• Campaign database• Site scoring• Outdoor spend tracking

Mapping

• Campaign Reporting and Building

• Key details;– Distribution– Illumination– Proximity– Traffic flows

Acountability!

J’NOR

J’NOR

• J’NOR (Joint National Outdoor Research)

• Undertaken by the Outdoor Media Association (JCDecaux, Clear Channel, Viacom, & Avenue Media) in comjunction with IAPI, Poster Specialists, Media Buyers and Media Owners.

• To hold the Outdoor medium accountable• 2 Studies – a travel survey & visibility study

J’NOR

The Travel Study looks at respondent’s journeys on a daily and weekly basis over a period of time.

Visibility Study examines the different formats, distance and visibility and likelihood to see.

J’NOR will be available Q1/2 2004

Creating the Perfect Poster


• Dialogue not monologue • Humour

– (The smile is in the mind).


• Personalise you target audience

Dialogue not monologue

Humour

(The smile is in the mind).

Target audience? Professional men terrified of failure


• Give your brand personality


Humour


Personalise you target audience


• KISS


Humour



Give your brand personality

"The poster is finished, when you can't find a single element to remove"

R Fleege


• Colour and contrast


Humour


Interact with your target audience


KISS

H H H H H H1 2 3 4 5 6

H H H H H H7 8 9 10 11 12

H H H H H H13 14 15 16 17 18

Impact of on Creative

Tests carried out by the O.A.A.A., USA

No 1 was selected as the most legible and No 18 as the least legible


• Standout

Dialogue not monologue (The smile is in the mind).

Humour



KISS

Colour and contrast

Documents

Advertising Irish Media Market Outdoor. Source:Adspend €1, 030.7m Total Market ROI Advertising Investment Jan-Dec 2002 €103.07m