Z92.3 by dffhrtcv3


									       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
 §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
                    Outdoor Advertising
Outdoor advertising offers significant
§ Posters (billboards)   §Digital Signs
§ Backlit Posters        § Full-Motion Video
(backlits)               Displays
§ Superboards            §Street-Level Advertising
                         § Wall Banners and
§ Mall Posters           Murals
§Transit Shelters
    Advantages & Disadvantages
         of Outdoor Advertising
       Advantages                   Disadvantages
§   Target Reach & Frequency    §   Creative Limitations
§   Targeting Flexibility       §   Lack of Target-Market
§   Size & Quality of Message       Selectivity

§   Media Compatibility         §   Costs

§   Creating Product            §   Lack of Prestige
    Awareness                   §   Unobtrusive Medium
§   Cost
§   Content Flexibility
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
 GRPs (e.g., 100 GRPs = the equivalent
 of 100% market coverage). With outdoor
 you reach the same people frequently.
                Creativity in Outdoor

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

Transit options include:
§ Interior Cards
   §Door Cards
§ Exterior Bus Posters
§ Superbuses and Murals
§ Station Posters and Backlits
§ Subway-Onestop Network
    Advantages & Disadvantages
           of Transit Advertising
      Advantages          Disadvantages
§   Continuous Exposure   §   Lack of Target-Market
    & Creativity              Selectivity
§   Reach and Frequency   §   Media Environment
§   Flexibility           §   Creative Limitations
§   Market Coverage

§   Cost
          Innovative Transit Ad
Numerous innovative concepts
are being tested.
   § Stair Risers
   § Ceiling and Floor Decals
   § Station Domination
    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
  Other Forms of Out-of-Home
Advertising can reach consumers in
unique and unexpected ways:
    § Airport Display Advertising
    § Washrooms Advertising
    § Elevator Advertising
    § Mobile Signage

 Other Forms of Out-of-Home
          Advertising (cont.)
Other innovative alternatives include:
  §Food Court Video Screens
  § Sports and Arena Advertising
  § Cinema Advertising
  § Wild Postings
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
Point-of-Purchase Advertising

§ Video Displays        §Vending Machines
§ Exterior Signs        §Grocery Carts
§ Modular Display Racks § Shelf Ads

§ Display Shippers      § Floor Ads (Ad-tiles)
§ Display Cards
  Advantages & Disadvantages
         of P-O-P Advertising
    Advantages           Disadvantages
§ Impulse Purchasing     § Placement
§ Message
                         § Clutter
§ Message                § Waste
§ Last Chance
  (Deciding Factor) in
§ Merchandise Tie-ins

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