Why Outdoor

8/6/2019 Why Outdoor

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Why Outdoor?

Norton Outdoor Advertising | norton-outdoor.com


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What Exactly Is Outdoor Advertising?

Todays conversation focuses on traditional OOH, better known

as billboards.


What Outdoor Advertising is NOT

Only good for place-based ads or

Only good for branding messages

A bunch of signs


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as billboards.


Outdoor advertising is Audience Delivery, via

3 Basic sizes of displays

8 Sheet Posters 30 Sheet Posters

Bulletins

Rotary Bulletins

Tri-Vision Bulletins Odd sized and wall displays

Digital Bulletins


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as billboards.


8 Sheet Posters

Measure 6 high x 12 wide, 5 x 11

display area

Located in urban and suburban

communities

Can be used for market-wide coverage

or specialized geographic coverage

Extremely cost efficient

Excellent choice for small businesses


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as billboards.


30 Sheet Posters

Measure 12 high x 25 wide; 105 x

228 display area

Provide complete and instantaneous

market coverage build reach and

frequency rapidly

Excellent for promotions or branding

Highly cost effective


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as billboards.


Bulletins

Measure 14 High X 48 Wide

Largest standard-size out-of-homemedia display

Located on the most heavily-traveled

arteries

Provide instant impact and prestige

Be creative with extensions and

embellishments


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as billboards.


Tri-Vision Bulletins

Measure 14 High X 48 Wide

Located on Cincinnatis most heavily

traveled arteries

Rotating panels display 3 different

advertisements; one advertiser can

benefit from the use of all 3 sides

An instant attention-grabber!


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as billboards.


Digital Bulletins

Completely Different Media Platform!

Hybrid of internet & OOH

Most dynamic & agile mass medium

available

Messages can be updated in minutes

Can tie into RSS feeds, Twitter,

Foursquare, etc.

Highest quality digital graphics


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Whats New In Outdoor?

The OOH Industry had undergone a transformation in recent

years. The most notable changes are


1. New measurement currency called EYES ON

2. Digital Outdoor Displays

3. Integrations with social media & other digital platforms


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How Do I Know What and Where to

Buy?

What measurement metrics are used to evaluate, plan for and

buy OOH?


For years upon decades, the OOH industry relied on Daily Effective

Circulations as its only audience measurement system

DECs are traffic counts multiplied by a load factor to

determine how many people, ages 18+, traveled by a billboard.

This gave us a pretty accurate 18+ measurement, but provided

no demographic data

This meant that OOH could not be entered into planning

systems (such as IMS) by media planners

NOT GOOD!

The outdoor industry now has Eyes On Ratings


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What Are Eyes On Ratings?

What measurement metrics are used to evaluate, plan for and

buy OOH?


Eyes On Ratings is the new measurement currency of the outdoor

industry, showing how many people, in myriad demos, are likely to

actually look at an outdoor display


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What Are Eyes On Ratings?

EYES ON Ratings Integrated Research from 6 Different

Research Groups, Specializing In



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EYES ON Ratings

Measures of Traffic Volume


All circulation measures are updated annually as data becomes

available.

Inventory measured includes: bulletins, posters, bus shelters with

transit and malls coming online soon.


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EYES ON Ratings

Measures of Traffic Volume


Panel-by-panel measurement starts with accurately counting all

people passing each unit using Department of Transportation

sources, which provides the DEC (Daily Effective Circulation).

Pedestrian counts are also considered.


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EYES ON Ratings

Travel Surveys


25,000 travel surveys are used to determine the demographic

profiles of people viewing units.

Work

Home


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EYES ON Ratings

Travel Surveys


Travel surveys also identify the origin of trips and travel patterns

across the markets.

The method provides data for to and through and in-market

audiences.


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EYES ON Ratings

Travel Surveys



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EYES ON Ratings

Visibility Research


15,000 high-definition video simulations of vehicular and pedestrian

exposures to units:

Factors included: unit format, unit size, side of road, angle to

the road, street type, distance from road


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EYES ON Ratings

Data Integration


Peoplecount Traffic engineering & pedestrian modeling

Mediamark (MRI) Research instrumentation; survey designMicromeasurements VAI: Video simulation & eye tracking

PRS VAI: Eye tracking field tests and coding

MAP, Interpublics VAI: Model development and diagnostics

Telmar Database architecture, modeling, R/F


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EYES ON Ratings

Every Location Has Its Own Unique Audience


14 x 48 Bulletin on Interstate

Center Read275 ft & Parallel to road

EOI: 274,856

12 x 25 Poster on Interstate

Left Read, 150 ft &

Perpendicular to RoadEOI: 141,834

14 x 48 Bulletin on Interstate

Left Read, 325 ft, Parallel

EOI: 217,327

20 x 60 Bulletin

Right Read, 400 ft

Perpendicular

EOI: 343,570

14 x 48 Digital BulletinRight Read, 300 ft

Perpendicular

EOI: 263,300


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EYES ON Ratings

Every Location Has Its Own Unique Audience


EOIs 18+: 86,074EOIs $150+: 15,363% Comp: 17.8%

EOIs 18+: 113,560EOIs $150+: 12,951

% Comp: 11.4%

EOIs 18+: 26,859EOIs $150+: 1,967% Comp: 7.3%

EOIs 18+: 40,601EOIs $150+: 13,217% Comp: 32.5%


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EYES ON Ratings

How does this ratings currency help me?


This ratings currency allows planners, buyers and sellers ofoutdoor advertising to craft more targeted, and therefore more

efficient campaigns.

Less wasted circulation = MORE ROI


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EYES ON Ratings

Show me, dont tell me


Source: Telmar

Memphis4 - Weeks EstimatedCost Men 25-54GRPs % Reach Avg.Frequency

Posters $28,000 683 73.9 9.2

TV $62,649 600 65.3 9.2

Radio $40,931 600 42.8 14.1


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Digital OOH

The emergence of Digital OOH has transformed the outdoor

space.


Digital OOH is the most dynamic & agile mass media vehicle available!

Allows for day-parting/week-parting messages to stay relevant to

potential consumers at every point in a day, week or month


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Digital OOH


space.


Digital OOH is the most dynamic & agile mass media vehicle available!Digital OOH provides advertisers with the capability to change/add

advertising messages within MINUTES!


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Digital OOH


space.


Digital OOH is the most dynamic & agile mass media vehicle available!Digital OOH can tie into RSS feeds, Twitter, Foursquare, etc. to

further connect with and engage consumers.


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Why Outdoor in Todays Social World?


With digital/social media campaigns becoming a more

important part of the marketing mix, how is OOH relevant?


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With digital/social media campaigns becoming a more

important part of the marketing mix, how is OOH relevant?

OOH is a great first step in digital/social engagement with abrand. It can be the great conversation starter.

Social WOM (Likes, retweets, etc.) can take far too long to reachcritical mass.

OOH can inform many prospects, in a short period of time, why,where and how to interact with a brand.

Think of the path to purchase as a funnel, with the top of the funnel

being the broad reach necessary to get people on the path topurchase your stuff.


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OOH delivers potential consumers to the top of the marketing

funnel


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James Ready Beer shared their billboard space with their

consumers, thereby keeping James Ready a $1 per beer.



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McDonalds let people enter two words to describe the Angus

Burger, the best of which were displayed on digital bulletins.



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Outstanding Outdoor!

OBIE Award Winners



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Outstanding Outdoor!

2011 OBIE Awards Best of Show



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Its No Secret. Outdoor Is Beautiful!

Secrets Outdoor Campaign


Background:

Secret has long been the leader in the womens deodorant category,

but had been relegated to 2nd place in talk/WOM by 2006, due to Doves

Real Beauty campaign

Secrets 50 Year Anniversary was in 2006

They wanted to use this event to reassert their leader position and

activate their consumer base


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Objective:

Establish an emotional link to women everywhere

They wanted to elevate beyond reach-obtaining messaging to

relationship-building branding

Invited women to share a little something about themselvestheir

own little secret


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Strategy:

Take over Times Square

Started in subway at Union Square

where consumer-generated secrets were

revealed everywhere

Took over Reuters and NASDAQ boardssimultaneously

Secrets were also shared on bus

shelters, phone kiosks & taxi tops, while

200 women paraded around Times

Square with their own secrets printed on

their t-shirts

Secret pledged to donate $1 for every

secret shared to the Dress for Success

charity, up to $150,000


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Results:

Women supporting Secret flooded the brands website & increased

traffic 470%470%470%470% in 2 months

92% of those visited the 25,000 secrets shared on the Share Your

Secret section of the site

Secret donated the maximum pledged amount to Dress for Success


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What ROI Can I Expect from Outdoor?

Every marketer wants to know if OOH will sell their product,

and now we have answers


British media research firm BrandScience analyzed over 600

econometric case studies to gauge the impact of out of home on

sales results.

On a global scale, BrandScience found for each $1 spent on OOH,

an average of $2.80 was received in sales.

For retail, the ROI improved to $3.79 for each $1 spent on OOH!


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Why Outdoor?

The fractionalization caused by the explosion of entertainment

and information channels and platforms, combined with the

ways in which they are viewed and interacted with, has caused

seismic shifts in the world of marketing & advertising.


Outdoor is really the last true mass medium

Outdoor still reaches more people, more often for less moneythan other traditional media.

Outdoor finally has reliable demographic data for planners and

buyers to target their consumers.

Outdoor sells stuff!

What will you do with your outdoor campaign???

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Why Outdoor