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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