Copyright © 2012 Pearson Canada Inc. Chapter 10 Out-of-Home Media 10-1

Copyright © 2012 Pearson Canada Inc.

Chapter 10

Out-of-Home Media

10-1


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

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Out-of-Home Media

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

Spending on out-of-home advertising amounts to $416 million annually in Canada and that it is a growing segment of the advertising industry

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Out-of-Home MediaFactors contributing to out-of-home advertising’s popularity are: Specialization and fragmentation in other media,

especially radio and TV Media buyers are paying more attention to when /

why consumers come into contact with messages. New technologies have transformed out of home

ads into a dynamic and even entertaining medium

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Outdoor Media Research

The Canadian Outdoor Measurement Bureau (COMB) compiles data and information about outdoor advertising. COMB audits the circulations based on

municipal and provincial traffic counts

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Outdoor AdvertisingOutdoor advertising offers significant variety:

Posters (billboards)

Backlit Posters (backlits)

Superboards (Spectaculars)

Mall Posters

Transit Shelters

Digital Signs

Full-Motion Video Displays

Street-Level Advertising

Wall Banners and Murals

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Advantages ofOutdoor Advertising

Wide Reach & High Frequency

Some Targetability

Size & Quality of Message

Can reinforce other media

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Creating Product Awareness

Cost efficient on CPM basis

Content Flexibility (digital displays)


Disadvantages of Outdoor Advertising

Creative Limitations

Limited Target-Market Selectivity

Absolute cost – production and space

Lack of Prestige

Unobtrusive Medium – low engagement

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Buying Outdoor Media Space

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 Gross Rating Points (e.g., 100 GRPs = the equivalent of 100% market coverage). This is different from broadcast media GRPs

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Transit Advertising

Transit options include:

Interior Cards

Exterior bus posters Vinyl transit wraps Station Posters and Backlits Subway-Onestop Network Station domination

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Advantages of Transit Advertising

Continuous Exposure (indoor) Wide Reach and High Frequency Flexibility of content / placement Broad Market Coverage Relatively low cost

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Disadvantages ofTransit Advertising

Lack of Target-Market Selectivity Unpretentious Media Environment Creative Limitations

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Innovative Transit Ad Concepts

Numerous innovative concepts continue to be explored, including:

Stair Risers

Ceiling and Floor Decals

“Movies” made up of pictures in a subway tunnel

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Buying Transit AdvertisingRates are affected by: Number of markets covered The length of showing Desired GRP level in any given market (GRP) The size of the space required

Space usually sold on the basis of a 4-week minimum and is available on a market-by-market basis.

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Other Forms of Out-of-Home Advertising

Advertising can reach consumers in unique and unexpected ways:

Airport Display Advertising

Washrooms Advertising

Elevator Advertising

Mobile Signage

Continued…

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

Other innovative alternatives include: Sports and Arena Advertising Cinema Advertising Wild Postings

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Point of Purchase Advertising

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!

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Point-of-Purchase Advertising

Video Displays

Exterior Signs

Display Shippers

Display Cards

Vending Machines

Grocery Carts

Shelf Ads

Floor Ads (Ad-tiles)

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Pros and Cons of P-O-P Advertising

Advantages

Impulse Purchasing

Message Reinforcement

Message Receptiveness

Last Chance (Deciding Factor) in Sale

Merchandise Tie-ins

Disadvantages

Placement

Clutter

Waste

Dependent on channel cooperation

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Documents

Copyright © 2012 Pearson Canada Inc. Chapter 10 Out-of-Home Media 10-1