1 The Advantages of TV Over Out-of-Home September 2014.

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The Advantages of TV Over Out-of-Home

September 2014

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Television sets itself apart from other media with its ability to offer sight, sound, and motion to generate emotional responses from the viewer.

The qualities of television allow advertisers to create a long lasting and memorable brand image.

Television has unbeatable scale and reach that reaches audiences quickly and effectively.

The effectiveness of out-home advertising is derived from the frequency of the specific ads being seen.

Since most out-of-home ads stay in the exact same place for their campaign duration, only people who walk/drive by numerous times will notice the advertising.

To begin with…

Source: http://www.marketingscoop.com/outdoor-advertising-advantage.htm

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Out-of-Home can have more marketing impact when viewers don’t have their filters up and see messages out of context. For example, seeing Simon Cowell’s grinning face for The X Factor on a grocery shopping cart may make a potential viewer sit up and take notice.

Outdoor advertising is a glance medium. At best, it only draws 2-3 seconds of a consumer’s time.

Messages must be brief to fit in that 2-3 second time frame. Ninety-five percent of the time, either the message or the audience is in motion.

TV reaches viewers when they are most receptive to advertising.

Person-to-person communication is achieved through the combination of both the spoken word and unspoken elements such as body language and gestures.

Secondly…

Source: Magazine Advertising Effectiveness, Guy Consterdine, http://www.consterdine.com/articlefiles/50/mag_ad_effectiveness.pdf


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Television has both visual and sound capabilities which allowing it to come closer than any other medium to offer ideal communication.

Television’s ability to touch people’s senses simultaneously creates a synergistic effect that cannot be duplicated by only stimulating an individual sense.

The nature of the way you have to buy outdoor advertising (usually monthly commitment) is not conducive to a very short campaign.

Out-of-home advertising is highly dependent on the location of the advertisement.

In order for an advertisement to be effective it must be placed in a high traffic area. This is usually very expensive and also has to compete with several other advertisements in the same area.

Source: http://www.marketingscoop.com/outdoor-advertising-advantage.htm


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TVB participates in omnibus telephone surveys conducted by BBM Analytics to gauge consumers attitudes towards advertising in all major media and to gain insight into their behaviour with media

Surveys include:

Perception of Advertising Effectiveness Receptivity to Advertising Screen Preference Media Synergy PVR Impact

Consumer Surveys


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Cross-media ComparisonWeekly hours Adults 25-54

Television OOH

20.6

0.4

RTS

Source: BBM RTS Spring 2014; Infosys+ PPM, M-Su 2a-2a, 2014 Broadcast Year

Television

23.6

PPM

• These most recent statistics continue to demonstrate that adults still spend noticeably more time with television.


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Most Influential AdvertisingAdults 25-54

57.3%

4.1% 5.9% 3.8%

23.1%

2.2% 2.6% 1.0%

Q. Which ONE of the following media carries advertising that you believe to be the most influential?


Source: BBM Analytics March 2014 – TVB Attitudinal Survey 2014

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50.0%

4.3% 6.9%3.3%

27.8%

1.9% 2.2% 3.4%

Q. Which ONE of the following media carries advertising that you believe to be the most persuasive?

Most Persuasive AdvertisingAdults 25-54



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50.9%

3.9%7.9%

1.9%

29.3%

1.9% 2.1% 2.1%

Q. Which ONE of the following media carries advertising that you believe to be the most powerful?

Most Powerful AdvertisingAdults 25-54



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Television Radio Newspaper Magazines Internet Out of home Other Don't know

44.7%

5.5%

18.1%

2.5%

18.5%

1.5%4.0% 5.2%

Q. Which one of the of the following media carries advertising that you believe to be the most authoritative?

Most Authoritative AdvertisingAdults 25-54



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Television Radio Newspaper Magazines Internet Out of home Other DK/Ref

54.8%

7.1% 5.6% 4.5%

23.7%

1.0% 2.4% 1.0%

Q. Which ONE of the following media carries advertising that you believe to be the most engaging?

Most Engaging AdvertisingAdults 25-54



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Television Radio Newspaper Magazine Internet Out-of-home Other Don't know

38.5%

9.2%12.4%

5.5%

27.4%

1.0%3.3% 2.7%

Q. Which ONE of the following media carries advertising that you believe to be the most relevant?

Most Relevant AdvertisingAdults 25-54



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Television Radio Newspaper Magazine Internet Out-of-home Other Don't know

49.4%

6.4% 7.4%

1.8%

29.3%

1.5% 2.5% 1.7%

Q. Which ONE of the following media carries advertising that you believe to be the most effective?

Most Effective AdvertisingAdults 25-54



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Limited scope for message (e.g. no space for detailed text, phone number, location map)

Poor weather can affect the visibility of the advertisement, and limit the number of people even noticing the advertisement.

Outdoor advertising can be vandalized or fall into disrepair and reflect poorly on your brand or campaign.

Different municipalities have different by-laws/regulations in place to control outdoor signage and advertisements.

Source: http://www.adglitz.com/2010/11/08/billboardoutdoor-advertising-disadvantages/


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Television is far more effective than Out-of-Home in conveying an advertiser’s message as TV impacts the consumer’s several different senses simultaneously.

Research shows people identify TV as the medium they find to be most effective, engaging, and persuasive.

The visual and emotional attributes of TV advertising allow for better retention of information and brand awareness on the part of the consumer.

In Summary:

1 The Advantages of TV Over Out-of-Home September 2014.

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