INTRODUCTIONTraditional forms of advertising media such as radio, TV, newspapers, and magazines usually reach their target audiences in their homes. But, how are audiences reached if they‟re not at home? One possible answer to this question is in „out- of-home‟ advertising. Out-of-home advertising includes those media forms that people see when they‟re out of their home walking, driving, riding mass transit or in taxis, or riding their bicycles. This unit will introduce this growing segment of advertising.
Traditional• Out of Home Advertising: By OAAA• Categorized into: Billboards, Street Furniture, Alternative Media, Transit and Radio (Specific).• Billboards: – Bulletins Spectacular Displays – Wall Murals Vinyl Wrapped Posters – 30 sheet posters 8 sheet posters
Traditional• Outdoor: Since 5000 years• One of the more pervasive communication forms.• Street Furniture: – Bus Shelters Urban Furniture – Kiosks Convenience Stores – Shopping Malls
Non Traditional• Branded Entertainment Film, Music Talent, Technology• Miscellaneous Videogame ads Parking lot ads Bathroom ads Place based media Others (Wireless, Mobile)
Out-of-home advertising• Out-of-home advertising (or outdoor advertising) is made up of more than 100 different formats, totaling $6.99 billion in annual revenues in 2008 in the USA. Outdoor advertising is essentially any type of advertising that reaches the consumer while he or she is outside the home. This medium is in contrast with broadcast, print, and Internet advertising.• Out of home advertising, therefore, is focused on marketing to consumers when they are "on the go" in public places, in transit, waiting (such as in a medical office), and/or in specific commercial locations (such as in a
Overview• Billboard advertising is a traditional out of home advertising format, but there has been significant growth in digital out of home advertising (billboards and place-based networks) in recent years; for example, about 1,500 digital billboard displays have been installed in the United States alone.• Traditional roadside billboards remain the predominant form of outdoor advertising in the US with 66 percent of total annual revenue. Today, billboard revenue is 73 percent local ads, 18 percent national ads, and 9 percent public service ads
Conti… Street furniture is made up of formats such as bus shelters, news racks, mall kiosks, and telephone booth advertising. This form of outdoor advertising is mainly seen in urban centers. Additionally, this form of advertising provides benefits to communities, as street furniture companies are often responsible for building and maintaining the shelters people use while waiting for the bus. Transit advertising is typically advertising placed on anything which moves, such as buses, subway advertising, trackside, and taxis, but also includes fixed static and electronic advertising at train and bus
Conti…Finally, alternative advertising includes ads in stadiums, on gas pumps, bike racks, rest areas, and other non-traditional formats. Alternative advertising provides a way to address consumers in places they may not expect.Street furniture, transit, and alternative media formats comprise 34 percent of total outdoor revenue in the US. Some of these formats have a higher percentage of national ads than traditional billboards.The outdoor industry includes more than 2,100 operators in 50 states representing
Outdoor Outlook: Some hopeThe year 2012 is expected to be more of a year of recovery for the Outdoor medium. As per Pitch Madison Media Advertising Outlook 2012, Outdoor is expected to grow by five per cent to Rs. 1,362 crore in 2012. The share of the medium in the total ad-pie is expected to fall to 4.9 per cent than the 2011 level of 5.1 per cent.
Conti..Some feel that 2012 will either be too good or too bad. One worrisome factor is the likely regulation by external authorities. “The industry has to be careful and safeguard its interest. Self-regulation by the industry body and also representing itself strongly to the government authorities has to be done. It should not be the other way round,” says Abhijit Sengupta, CEO, Outdoor Advertising Professionals (OAP).
Conti..While urban markets will still lead spends, Tier II & III markets will also drive higher revenues commensurate with consumption. Going forward, the biggest challenge for the Outdoor industry will be twofold: to increase the spending from the existing categories and to bring new categories on board. FMCG, Retail, Media and BFSI are expected to increase their spends in 2012.Ishan Raina, CEO & MD, OOH Media, says, “The industry is still budding and there is immense scope for new clients, categories and growth. Every
Conti..Experts are of the view that one thing that can make a big change in the industry and help brands trust Outdoor more, is a strong measurement matrix. There is a firm trend amongst large spenders to seek quantifiable justification for ad spends – and spends in OOH are increasingly on the radar. The IOAA is also engaging with clients to understand their expectations and look at bridging the gap. There is also the issue of benchmarking costs for sites within a cluster – currently there is no logic and
Conti..Rural OOH can bring some good news too. Sunder Hemrajani, MD, Times OOH, says, “It is expected that there will be increased share of OOH in rural advertising on the back of integrated advertising cum activation by key categories like FMCG and telecom, and rapid consumption shifts from the top six metros to other Tier II & III cities.”Another challenge for OOH players will be on adopting technology-led innovations and execution on a larger scale than one or two isolated executions, which has largely been
Conti. .• If the industry is able to harness the key growth drivers and formalise self regulation / Standard Operating Procedures for itself, there is no doubt that it can increase its share in the ad pie. The larger share of the pie would come from both – an increase in the overall media capitalisation, as well as marginal shift from ATL media. Understanding the potential of new technology and using it correctly will also spur advertisers to invest
Digital Out Of Home - DOOHDigital out-of-home refers to dynamic media distributed across placed-based networks in venues including, but not limited to: cafes, bars, restaurants, health clubs, colleges, arenas, gas stations, and public spaces. DOOH networks typically feature independently addressable screens, kiosks, jukeboxes and/or jumbotrons. DOOH media benefits location owners and advertisers alike in being able to engage customers and/or
Conti…• The overall industry grew more than 15 percent last year(2010) to $2.1 billion, according to Patrick Quinn, CEO and founder of PQ Media, a Connecticut-based research and consulting firm. Quinn said gas station television is one of the largest and fastest growing segments of that category, based in part on its verifiable audience. With digital TVs in gas stations, nearly 52 million customers are getting snippets of weather, sports highlights, celebrity gossip and commercials with their gas each month, according to
• according to Nielsen. In addition to the large number of viewers, the audience profile of TVs at gas stations is unique. 100 percent are drivers. 76 percent are adults from age 18-49 with a median age of 40 and Median HHI $70k+. According to the Nielsen Intercept Studies, 89 percent of the consumers are engaged and watching TV at the gas station and 88 percent love watching every time they fuel because they have nothing else to do.• The reason that this category is growing so
• Every day more TV viewers are skipping past commercials with their DVRs which in turn has made out-of-home advertising all the more appealing. A Nielsen media research study in 2009 showed that 91 percent of DVR owners skipped commercials. As a result, traditional TV advertisers are hungry for an effective substitute, and digital out-of-home ads appear to be one of the solutions.• DOOH also includes stand-alone screens, kiosks, and interactive media found in public places. The availability of inexpensive LCD screens with built-in media players has opened the door for companies to add interactive video messages in Point of Purchase (POP) Displays. The displays allow consumers to get additional information at the moment of decision on a
Outdoor Advertising Advantages When people think of Outdoor Advertising, they usually think of the colourful billboards along our streets and highways. Included in the "outdoor" classification, however, are benches, posters, signs and transit advertising (the advertising on buses, subways, taxicabs and trains). They are all share similar advertising rules and methods. Outdoor advertising reaches its audience as
Some Outdoor Advantages: Since it is in the public domain, Outdoor Advertising assuredly reaches its audience. People cant "switch it off" or "throw it out." People are exposed to it whether they like it or not. In this sense, outdoor advertising truly has a "captured audience." Its messages work on the advertising principle of "frequency." Since most messages stay in the same place for a period of a month or more, people who drive by or walk past see the same message a number of times. Particular locations can be acquired for certain purposes. A billboard located a block in front of your business can direct people to your showroom. Or you can reach rural areas efficiently by placing
Some Outdoor DisadvantagesOutdoor advertising is a glance medium. At best, it only draws 2-3 seconds of a readers time.Messages must be brief to fit in that 2-3 second time frame. Ninety-five percent of the time, either the message or the audience is in motion.The nature of the way you have to buy outdoor advertising (usually a three month commitment) is not conducive to a very short, week-long campaign.
Conti..• When you buy outdoor advertising, remember that location is everything. High traffic areas are ideal. A billboard in an undesirable area will do you little good. Keep your message concise (use only five to seven words) and make it creatively appealing to attract readership. Few words, large illustrations (or photos), bold colors and simple backgrounds will create the most effective outdoor advertising messages.
What does out-of-home advertising look like?Out-of-home advertising is extremely varied in the forms that it takes. It includes everything from traditional billboards and transit advertising, through to sports/arena advertising and in-store POP (point-of- purchase) advertising. The following sections will outline a number of different types of out-of-home advertising.