Chapter 10

Chapter 10 Out-of-Home Media

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Learning Objectives  Differentiate between the various forms of outof-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 Media Factors 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 Advertising Outdoor advertising offers significant variety:  Posters (billboards)

 Digital Signs

 Backlit Posters (backlits)

 Full-Motion Video Displays

 Superboards (Spectaculars)  Street-Level Advertising  Mall Posters

 Wall Banners and Murals

Transit Shelters

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Advantages of Outdoor Advertising  Wide Reach & High Frequency

Creating Product Awareness

Cost efficient on CPM basis

 Some Targetability

Content Flexibility (digital  Size & Quality of Message displays)

 Can reinforce other media

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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     

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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 of Transit 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 Advertising Rates 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 4week minimum and is available on a market-by-market basis. 10-15

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Other Forms of Out-ofHome Advertising Advertising can reach consumers in unique and unexpected ways:  Airport Display Advertising

 Washrooms Advertising  Elevator Advertising  Mobile Signage Continued… 10-16

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Other Forms of Out-ofHome 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! 10-18

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Point-of-Purchase Advertising  Video Displays

 Vending Machines

 Exterior Signs

 Grocery Carts

 Display Shippers

 Shelf Ads

 Display Cards

 Floor Ads (Ad-tiles)

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Pros and Cons of P-O-P Advertising Advantages

Disadvantages

 Impulse Purchasing

 Placement

 Message Reinforcement

 Clutter

 Message Receptiveness

 Waste

 Last Chance (Deciding Factor) in Sale  Dependent on channel  Merchandise Tie-ins cooperation 10-20

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