1. Out-of-home, direct marketing, and specialty advertising Other Media…

2. Class Objectives Discuss the pros and cons of outdoor advertising Explain types of, and buying, outdoor advertising Detail transit & other out-of- home advertising options Discuss the pricing of transit &other out-of-home media Learn the types of direct marketing Explain advertising specialties and premiums

3. Out-of-Home Media Spending

4. Outdoor Advertising Billboards and digital billboards

5. Total Outdoor Ad Spending

7. Geographic & demographic targeting. Outdoor ads are a premier option for targeting a geographic region and/or areas with specific demographics.

8. Cost. Outdoor offers low costs per impression.

9. Impact. Advertisers with short, simple messages can build up GRP’s very quickly because ads are seen many times.

11. Control. Unlike other media, outdoor doesn’t generally offer the advertiser an opportunity to inspect each outdoor poster panel.

12. Perception. The appeal of outdoor ads can be hampered by the environment in which they’re housed. And many people see outdoor ads as visual pollution.

15. Best in high-traffic areas

16. Ideal for long-term campaignsBuffalo, NY Irish pub stirs interest with bulletin series.

17. Creative Bulletin Example: Museum

18. Photo c/o blog.abracadaban.com Creative Bulletin Example: Silberman’s

19. Photo c/o articles.mercola.com Creative Bulletin example: PSP

21. Most used form of outdoor advertising

22. Less costly than bulletins, often illuminatedPhoto c/o clearchanneloutdoor.com

23. Creative 30-Sheet Example: IKEA Photo c/o blog.abracadaban.com

25. Typically in urban areas with pedestrian & vehicle traffic

26. Costs about half of a 30-sheet poster panel

28. Becoming more common

29. Come in a variety of shapes and sizes

30. Easy and inexpensive to produce

31. $1200-$10,000/month, depending on location

32. Allow ads to rotatePhoto c/o allposters.com

33. Digital Billboard Example Photo c/o banbillboardblight.com

35. How many billboards to achieve exposure to the equivalent of 100% of the population?

36. Can purchase 75, 50 or 25 GRP’s for less saturation

37. Standard billboard is $550-$2000/month per location

40. Frequency. Many people take the same routes every day, so an ad may be seen several times by the same commuters.

41. Low cost. Transit ads are typically very inexpensive.

42. Recall. When riders get bored, readership is high, and ad recall averages 55%.

43. Need satisfying. Transit ads can target the specific needs of riders in their geographic area: food, retail, etc.

44. Creativity. The range of possibilities is vast for the cost.Photo c/o nycsubwaymap.info

46. Environment. During rush hours, crowding limits the ease and opportunity of reading ads. If the vehicle is dirty, the ad may suffer.

47. Clutter. Ads can be so numerous and look so similar that they can be hard to remember.Photo c/o adsoutdoor.com

49. Can be illuminated like the one shown rightPhoto c/o billboardconnection-nbaltimore.com

51. Inexpensive

52. Possible in places even where other outdoor advertising is prohibitedPhoto c/o commarts.com

54. Car-end posters are available at the ends of cars in the bulkhead positionsPhoto c/o nickrunyan.com

55. Inside Card/Poster Insert photo 18.14, p. 594 Taxicab hubcap ad for Taco Bell Position = 2.9” horiz., 1.5” vertical Size = 4.6” TALL Resolution: 300 dpi

57. Often varnished for weather resistance

58. Usually on the sides, rears and front of buses

59. Can also be available on taxi cabsPhoto c/o joystiq.com

60. Outside Poster: Rear of Bus Photo c/o directmediausa.com

62. Reach measured in gross rating points (GRP)

63. Frequency/commitment discounts applyGainesville, FL transit ad rates (buses) http://www.advertisewithrts.com/files/advertisingRTS_transit.pdf Tulsa, OK transit ad rates (buses & shelters) http://www.tulsatransit.org/transit-programs/transit-ads/why-transit-advertising/

64. More Transit Options… Special transit buys

65. Total Bus / Bus Wrap Photo c/o wittysparks.com

66. Trolley Wrap Photo c/o directmediausa.com

67. Brand Train Photo c/o gawker.com

68. Handle Advertising Photo c/o panelad.com

69. Escalator Ad Photo c/o braincrumbtrail.com

70. Luggage Turnstile Ad Ad for Beau Rivage Resort & Casino in Biloxi, MS Photo c/o animalnewyork.com

71. Security Bin Advertising

72. Other Out-of-Home Advertising Interesting ideas Unique locations Innovative execution

73. Cinema Advertising Photo c/o portfolios.aiga.org

74. Mobile Billboards

75. Digital Kiosks Photo c/o fastcompany.com

76. Tower Takeover Photo c/o freshcatch.wordpress.com

77. Elevator Wraps Photo c/o listsoplenty.com

78. In-Elevator Digital Advertising Photo c/o elevatoradvertising.eu

79. Truck Wrap Photo c/o blog.abracadaban.com

80. Gas Station Ads Photo c/o blog.abracadaban.com

81. ATM Advertising Photo c/o blog.abracadaban.com

82. Covering up Construction Creatively… Photo c/o billboard-outdoor.com

83. Shopping Bag Ads Photo c/o blog.abracadaban.com

84. Public Restroom Advertising Photo c/o freshcatch.wordpress.com

85. Parking Lot Advertising

86. What Do You Call THIS? Photo c/o blog.abracadaban.com

87. Direct Marketing Advertising sent directly to prospects

88. Types of Direct Marketing Sales Letters, Postcardsand Business-Reply Mail Folders, Brochuresand Broadsides Self-Mailers Statement Stuffers Catalogs House Publications E-Mail

90. Flexibility. The variety of formats and options allow unlimited creativity.

91. Control. Advertisers can preprint their pieces to control circulation and reproduction quality.

92. Exclusivity. Advertisers need not share a piece with other companies.

93. Response rates. Direct mail receives high response rates, and about 15% of them arrive within a week, so advertisers know immediately if a campaign is successful.Photo c/o opubco.com

95. Delivery. The USPS doesn’t offer precise delivery date commitments on 3rd class mail. And bad addresses may impact up to 10% of pieces.

96. Perception. People think of direct mail as “junk mail.”

97. Lack of content. Direct marketing has to capture a person’s attention without the support of entertainment or editorial support.Photo c/o adsoutdoor.com

98. Components of Direct-Mail Advertising Acquiring Direct-Mail Lists HouseDatabase Rented Mail- Response Compiledby Broker Production and Handling Distribution

99. Developing the Offer Offer Clear and specific Offer value Believable Easy to acquire

100. Advertising Specialties & Premiums Specialty items are free items with company logos and ad messages Consumer Specialties Business-to-Business Specialties Premiums are usually more valuable items and require the receiver to take action: buy a product, send in a coupon, attend an event.