On-Premise Signs A sign that advertises products or servicesthat are sold, produced, manufactured or furnished on theproperty where the sign is located.
Off-Premise Signs A sign that advertisesproducts or services that are not sold, produced, manufactured orfurnished on the property where the sign is located.
Annual Average Daily Trafﬁc (AADT)• Measurement representing the total number of vehicles passing a speciﬁc highway location, based on 24 hour counts taken over an entire year• Adjusted to “n” estimate of annual average daily trafﬁc• Take into account seasonal variance, weekly changes and other factors – used to develop DECs
Daily Effective Circulation (DEC)• The average number of persons in a vehicle passing and potentially exposed to an advertising display for either 12 hours (6:00am to 6:00pm), 18 hours (6:00am to 12:00 midnight) or 24 hours
Potential Audience• According to Arbitron Outdoor Study, adults eighteen and older are spending 90% more of their time out of their homes• OOH advertising reaches consumers 24/7- during their daily commute, traveling on vacation, shopping, etc.
Measurement Methods• In order to fully understand how to measure OOH ads you need to have an understanding of: – Travel patterns: trip purposes & modes of transportation – Integrated research • Not just surveys • Demographics • Reach • Frequency
Measurement Methods: Eyes On Ratings• Comprehensive measurement system for 200+ markets of the “true” audience delivered by an ad• Trafﬁc Audit Bureau (TAB) hired three research companies GfK Group, Telmar and Transearch to compile – trafﬁc counts – travel patterns – track eye movements of people as they pass outdoor signs• Visibility Adjust Index (VAI): use of video simulations of variety of media formats in different environments
Future of OOH Digital Advertising$24.4 BILLION $26.4 BILLION $5.2 BILLION $2.5 BILLION 2010 2011 2010 2011 INVESTMENT IN OOH INVESTMENT IN OOH DIGITAL ADVERTISING DIGITAL BILLBOARDS by 2020, 9 out of 10 OOH advertisements will be digital
Outdoor Advertising Association of America• Non-proﬁt trade organization with goals to: – Promote positive outdoor advertising legislation – Provide leadership to the industry – Create a demand for outdoor advertising – To be a resource of information about the industry – To unite the overall outdoor advertising industry• 800 members are responsible for 90% of industry revenues
Digital Place-Based Advertising Association• Non-proﬁt trade organization that “exists to drive consistent growth for the industry through collaboration among advertisers, agencies, place- based digital and video advertising networks and their suppliers” by 1. Holding quarterly informational meetings for members 2. Planning an Annual Digital Media Summit 3. Publishing an annual industry report
Strengths of OOHBroad reach Low costAbility to target speciﬁc Low competitionlocationsCan make a big impact DifferentiationAll day (week, month, etc.) Future growth opportunitiesexposure
Weaknesses of OOHShort exposure time (6-8 Difﬁcult to monitorseconds) effectivenessLimited message capability InﬂexibleTrue mass media ControversialCan be vandalized Highly regulatedAudience is disengaged Potentially dangerous
References“Beyond the Billboard: The Future of Out-of-Home Advertisements.” BuySellAds.com. http://blog.buysellads.com/ 2011/06/beyond-the-billboard-the-future-of-out-of-home-advertising/"CBS Outdoor Advertising." New York City . N.p.. Web. 15 Oct 2012. <https://www.cbsoutdoor.com/Tools/ mediakits/Documents/NewYork2012_ALL.pdf>."CBS Outdoor Billboard Cost." Cost Rates and Out-of-Home Pricing. N.p.. Web. 15 Oct 2012. <https:// www.cbsoutdoor.com/outdoor101/rates.asp&xgt;."CBS Outdoor ." Eyes On Out of Home Media Managament. N.p.. Web. 15 Oct 2012. <https:// www.cbsoutdoor.com/tools/resources/eyesonout-of-homemediameasurement.asp&xgt;."Out of Home Advertising ." Indoor and Outdoor Advertising. N.p.. Web. 15 Oct 2012. <http:// www.billboardsource.com/products.php>.“Outdoor Terms.” Outdoor Advertising Association of America. http://www.oaaa.org/marketingresources/ industrystandards/outdoorterms.aspx"TAB." Key Factors of Visibility Adjustments. N.p.. Web. 15 Oct 2012. <http://tabonline.com/ key_factors_of_visibility_adjustments>.