10-1 Copyright © 2009 Pearson Education Canada CHAPTER 10 Out-of-Home Media.

10-1 Copyright © 2009 Pearson Education Canada

CHAPTER 10

Out-of-Home Media


Learning Objectives

Differentiate between the various forms of out-of-home media advertising

Explain the advantages and disadvantages of the key types of out-of-home media

Describe the factors considered in, and procedures used for, buying the various forms of out-of-home media


Out-of-Home Media

Out-of-Home media includes various forms of outdoor advertising, transit advertising, and in-store and point-of-purchase (at-retail) advertising.


Out-of-Home Media

The factors contributing to outdoor advertising’s popularity are:

Specialization and fragmentation in other media, especially radio and TV which has led to more outdoor

Shift in thinking behind media buying. Media buyers are paying attention to when and why consumers come into contact with messages.

New technologies have transformed outdoor into a dynamic and interactive medium


Outdoor Media Research

The Canadian Outdoor Measurement Bureau (COMB) is responsible for compiling reliable data and information about outdoor advertising.COMB audits the circulations based on municipal and provincial traffic counts


Out-of-Home Media

Out-of-home media includes various forms of:Outdoor advertising

Transit advertising

Point-of-purchase (at-retail) advertising


Posters (billboards)

Backlit Posters (backlits)

Superboards (Spectaculars)

Mall Posters

Transit Shelters

Outdoor advertising offers significant variety:

Digital Signs

Full-Motion Video Displays

Street-Level Advertising

Wall Banners and Murals

Outdoor Advertising


Target Reach & Frequency

Targeting Flexibility

Size & Quality of Message

Media Compatibility

Creating Product Awareness

Cost

Content Flexibility

Creative Limitations

Lack of Target-Market Selectivity

Costs

Lack of Prestige

Unobtrusive Medium

Advantages Disadvantages

Advantages & Disadvantages of Outdoor Advertising


Space is quoted on a 4-week basis. Minimum purchase of 12 weeks apply to some forms of outdoor.

Space is purchased on the basis of GRPs (e.g., 100 GRPs = the equivalent of 100% market coverage). With outdoor you reach the same people frequently.

Buying Outdoor Media Space


Creativity in Outdoor

Turn to page 323 in your textbook describe the ad; discuss the effectiveness of this outdoor ad.


Transit options include:

Interior Cards

Door Cards Exterior Bus Posters Superbuses and Murals Station Posters and Backlits Subway-Onestop Network

Transit Advertising


Continuous Exposure

& Creativity

Reach and Frequency

Flexibility

Market Coverage

Cost

Lack of Target-Market

Selectivity

Media Environment

Creative Limitations


Advantages & Disadvantages of Transit Advertising


Numerous innovative concepts are being tested.

Stair Risers

Ceiling and Floor Decals

Station Domination

Innovative Transit Ad Concepts


Buying Transit Advertising

Rates are affected by:Number of markets covered

The length of showing

Desired weight level in any given market (GRP)

The size of the space required

Sold on the basis of a 4-week minimum and is available on a market-by-market basis.


Advertising can reach consumers in unique and unexpected ways:

Airport Display Advertising

Washrooms Advertising

Elevator Advertising

Mobile Signage

Continued…

Other Forms of Out-of-Home Advertising


Other Forms of Out-of-Home Advertising (cont.)

Other innovative alternatives include:Food Court Video Screens

Sports and Arena Advertising

Cinema Advertising

Wild Postings


Advertising at point-of-purchase is designed to:

Build traffic

Advertise a product

Encourage impulse buying

74% of brand decisions are made in the store!

Point-of-Purchase Advertising (At-Retail)


Video Displays

Exterior Signs

Modular Display Racks

Display Shippers

Display Cards

Vending Machines

Grocery Carts

Shelf Ads

Floor Ads (Ad-tiles)

Point-of-Purchase Advertising


Impulse Purchasing

Message Reinforcement

Message Receptiveness

Last Chance (Deciding Factor) in Sale

Merchandise Tie-ins

Placement

Clutter

Waste


Advantages & Disadvantages of P-O-P Advertising

10-1 Copyright © 2009 Pearson Education Canada CHAPTER 10 Out-of-Home Media.

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Transcript of 10-1 Copyright © 2009 Pearson Education Canada CHAPTER 10 Out-of-Home Media.