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Copyright © 2012 Pearson Canada Inc.
Chapter 10
Out-of-Home Media
10-1
Copyright © 2012 Pearson Canada Inc.
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
10-2
Copyright © 2012 Pearson Canada Inc.
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
10-3
Copyright © 2012 Pearson Canada Inc.
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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Copyright © 2012 Pearson Canada Inc.
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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Copyright © 2012 Pearson Canada Inc.
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
10-6
Copyright © 2012 Pearson Canada Inc.
Copyright © 2012 Pearson Canada Inc.
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)
Copyright © 2012 Pearson Canada Inc.
Disadvantages of Outdoor Advertising
Creative Limitations
Limited Target-Market Selectivity
Absolute cost – production and space
Lack of Prestige
Unobtrusive Medium – low engagement
10-8
Copyright © 2012 Pearson Canada Inc.
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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Copyright © 2012 Pearson Canada Inc.
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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Copyright © 2012 Pearson Canada Inc.
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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Copyright © 2012 Pearson Canada Inc.
Disadvantages ofTransit Advertising
Lack of Target-Market Selectivity Unpretentious Media Environment Creative Limitations
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Copyright © 2012 Pearson Canada Inc.
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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Copyright © 2012 Pearson Canada Inc.
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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Copyright © 2012 Pearson Canada Inc.
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…
10-16
Copyright © 2012 Pearson Canada Inc.
Other Forms of Out-of-Home Advertising (cont.)
Other innovative alternatives include: Sports and Arena Advertising Cinema Advertising Wild Postings
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Copyright © 2012 Pearson Canada Inc.
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!
10-18
Copyright © 2012 Pearson Canada Inc.
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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Copyright © 2012 Pearson Canada Inc.
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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