BY - SAURABH SHARMA

ICBM-SBE COLLEGE

HYDERABAD

PGDM (MARKETING)

OUT OF HOME ADvERTISING

ADVERTISING :

To give public notice or to announce publicly.

Paid form of non personal communication.

Different types of media :

Newspapers,Magazines,Radio,Television ,

Outdoor,Directmail

WHY ADVERTISE ;

To stimulate sales

To communicate

To retain loyalty

To project an image

OVERVIEW :

First newspaper of the Indian subcontinent, was the ‘Bengal Gazatte’ started by James Augustus Hicky

The 1st Indian ad agency, the Indian Advertising Agency, launched in early year of the 20th century

By the 1920s a number of Indian agencies were working from the major Indian cities like Madras, Bombay, Calcutta & Tiruchirapalli.

WHAT IS OUT-OF-HOME ADVERTISING ?

Out of home advertising is focused on marketing to consumers when they are "on the go" in public places, in transit, waiting (such as in a medical office), and/or in specific commercial locations (such as in a retail venue).

Out of home advertising formats fall into four main categories: billboards, street furniture, transit, and alternative.

The OOH advertising industry in the USA includes more than 2,100 operators in 50 states representing the major out of home format categories.

OOH MEDIA VEHICLES

Billboards Reaches audience with high-impact, strategic

positioning

Provides clutter free messages in a uniquely customized environment

Innovation have made it more attractive & profitable

In terms of revenue billboards contribute nearly 60% to the OOH sector

OOH MEDIA VEHICLES

Gantries

Usually built on high-traffic roads or routes

with several lanes

Similar gantries are used in railways

signaling on multi-track lines.

OOH MEDIA VEHICLES

STANDEE

Is a large self standing display promoting a

movie, product or event

Displayed in theatre lobbies or music stores

in advance of film & music releases

Recent advances in digital photography &

print-on-demand technology have made

them widely available to the public

OOH MEDIA VEHICLE

TABLEAUX

Tableau vivant is French for “Living picture”

It is a blend of stage art & painting or

photography

Of this short are sometimes casually called

“staged photography”

CONSUMERS’ ON – THE – GO

BUS STATION BUS BRANDING

TRAIN BRANDING RAILWAY STATION SIGNAGES

BUS SHELTER CENTRAL MEDIANS

HOARDINGS

OUT-OF-HOME ADVERTISING AT AIRPORT

Airport have emerged as the costliest

advertising spots

Occupies 25-30% of total advertising space

From being conventional to innovative

vehicles

This revolution began with privatization of

airports

A key factor is the time spent by the travelers

PRICING OF OOH AD SPACE

Airport are the most expensive ooh ad space

It cost anywhere between 15-20lakh a month

Mumbai’s Patel bridge is however an exception costing 7.5lakh for 10 days slot

Bus shelters cost around 65000 a month & billboards cost anywhere between 50000 –3lakhs

Digital screens costs 30000-35000 per venue per screen

NEON SIGNS

ADVANTAGES OF OUT-OF-HOME AD

Wide coverage of local markets

Frequency of exposure

Geographic flexibility –

Can be placed almost anywhere that laws permit.

Local, national, regional market may be recovered

Creativity –

Large print, colors, & other elements attract attention

CONTINUE………..

Ability to create awareness –

Because of its impact & single message

Effectiveness –

Survey by BBDO advertising indicates 35%

of consumers called a number they saw on

an out-of-home advertising

Location

DISADVANTAGES OF OOH AD

Waste coverage

Limited message capabilities

Wear out - people get tired of the same sign

Measurement problem – Difficulty to

measure reach, frequency, & other effects

Image problem

Availability of location

OOH VIDEO