Outdoor & Transit Media

Chapter No.13 Page No. 230
Advertising and Sales Promotion Management
OUTDOOR AND TRANSIT MEDIA


TODAY’S OUTDOOR MEDIA OF ADVERTISING ARE
NOTHING BUT A REFINEMENT OF THE ANCIENT
METHODS OF DELIVERYING A MESSAGE TO A LARGE
GROUP OF PEOPLE.
THE MODERN OUTDOOR MEDIA INCLUDES OUTDOOR
ADVERTISING IN SEVERAL FORMS SUCH AS POSTERS,
BILL BOARDS, HOARDINGS,ROAD SIDE SIGNS,
HIGHWAY ADVERTISING, TRANSIT ADVERTISING
PLACED ON PUBLIC AND PRIVATE TRANSIT VEHICLES
AND BUS, TRAIN AND AIR TERMINALS.



OUTDOOR ADS IS A 650 CRORE MARKET(1998)
SHARED BY 80 DIFFERENT AGENCIES.

THE RATE OF GROWTH IS 15% PER YEAR

MUMBAI ITSELF ACCOUNTS FOR 20 % OF THE
SPENDING OF OUTDOOR ADVERTISING.

ANY AD CAMPAIGN IS CONSIDERED INCOMPLETE
WITHOUT THE OUTDOOR SUPPORT.



OUTDOOR ADS HISTORY, CAN BE TRACED BACK TO
WALL GRAPHICS OF THE STONE AGE.

OUTDOOR’S POTENTIAL WAS RECOGNISED BY THE
FOUNDER OF SELVEL THE LATE S.K. NICHOLSON IN
1941, WHO SET UP THE FIRST HOARDING AT GRANT
ROAD ON SATTAR BUILDING.

SOME AGENCIES IN THE FIELD ARE SELVEL, AAREN,
MP PUBLICITY, SOLUS, SINE-FINE. etc


SPENDING ON OUTDOOR

INDIA 10 PER CENT
KOREA 8 PER CENT
JAPAN 7 PER CENT
MALAYSIA 1.1 PER CENT.


BUYERS OF OUTDOOR MEDIA

TOBACCO COMPANIES
TYRE COMPANIES
SOFT DRINK COMPANIES
CONSUMER GOODS COMPANIES – 80 %
FINANCIAL ADVERTISERS - 20 %
NO WHERE ELSE IN THE WORLD, FINANCIAL
ADVERTISING IS DONE BY OUTDOOR MEDIA
CINEMA HOARDING HAVE BECOME A THING OF THE
PAST.


OUTDOOR VERSES OTHER MEDIA

OUTDOOR ADVERTISING IS LITERALLY OUT OF
DOOR.
THE VIEWER HAS TO INCUR NO EXPENDITURE, NOR
HE HASTO MAKE ANY EFFORT TO SEE AN OUTDOOR
ADVERTISING, WHERE AS THIS IS NOT SO IN OTHER
MEDIA.
OUTDOOR ADS OFFER REPEAT OPPORTUNITIES FOR
LOOKING AT THE AD MESSAGES.
AN AD MESSAGE IS NOT BROUGHT TO THE
AUDIENCE HERE THE AUDIENCE GO TO THE
MESSAGE,


WHAT IS A BILL BOARD ?

OUTDOOR ADVERTISING IS MOSTLY BILL BOARD
ADVERTISING
THE FIRST USE OF THIS ADVERTISING WAS IN
PROMOTING THEATRICAL PROGRAMME.
THE WORD BILL BOARD HAS ITS ORIGIN IN THE
PLAYBILL POSTED OUTSIDE THE THEATRE
THE WORD POSTER IS USED TO CONVEY AN
ADVERTISING MESSAGE
BIG POSTERS ARE CALLED BLEED POSTERS.


ADVANTAGE OF OUTDOOR MEDIA

OUTDOOR OFFERS LONG LIFE.
OFFERS GEOGRAPHIC SELECTIVITY, FLEXIBILITY OF
MESSAGE TO SUIT A PARTICULAR SEGMENT.
ADVERTISER CAN INCORPORATE THE NAMES AND
ADDRESSES OF HIS LOCAL DEALERS.
SHOPPERS ARE EXPOSED TO LAST MINUTE
REMINDERS
IT REINFORCES THE TV AND PRINT ADVERTISING.


LIMITATION OF OUTDOOR ADVERTISING

COPY IS BRIEF,HENCE LIMITATION ON GETTING THE
MESSAGE ACROSS
THERE IS NO SELECTIVITY OF A PARTICULAR TYPE
OF AUDIENCE.
WHEN EMPLOYED ON NATIONAL BASIS– IT IS
RELATIVELY EXPENSIVE.
BLIND SPOT IS MOST DANGEROUS, THE QUESTION
IS HOW TO CONTINUOUSLY CREATE NOVELTY IN
HOARDINGS.
IT TAKES MORE AND MORE MONEY EVERY YEAR TO
ADVERTISE.


LOCATION FOR OUTDOOR ADVERTISING

VALUE OF LOCATION DEPENDS PRIMARILY ON THE
VISIBILITY OF THE SITE
THE LONGER THE PANEL THE MORE EFFECTIVE IS
THE LOCATION
THE ANGLE OF THE PANEL
WHEN THE TRAVEL IS SLOWER, THE OPPORTUNITY
TO SEE AND READ IS GREATER. A CURVE,OR A
DIVERSION ON A HIGHWAY OR A BLIND TURN, IS
IDEAL.


NEON SIGNS

THEY ARE ELECTRONICALLY CONTROLLED, MOVE
AND FORM PATTERNS.

LIGHT EMITTING DIODES, COMPUTER CARDS, AND
CERTAIN BACKGROUND ARE USED.

MOST USEFUL IN THOSE CITIES WHICH HAVE NIGHT
LIFE.

PROBLEMS WITH NEON SIGNS ARE, POWER
SHARTAGE AND SECURITY HAZARDS.


TEN COMMANDMENTS OF OUTDOOR CREATIVE

THE MESSAGE SHOULD BE BRIEF CONSISTING OF
3– 5 WORDS.
THE MESSAGE SHOULD BE LEGIBLE. CAPITAL ARE
USED FOR DISPLAY HEADINGS.
COLOURS ARE USED TO CONTRAST EACH OTHER.
RED AND GREEN ARE NOT READITY VISIBLE.
BUILD A UNIQUELY RECOGNISABLE FORMAT OR
LAYOUT .IT REQUIRES BRIEFEST EYE CONTACT TO
IDENTIFY THE BRAND
THE BRAND NAME WORKS HARDER IF IT PRECEDES
THE SLOGAN CONT…


TEN COMMANDMENTS OF OUTDOOR CREATIVE

USE GRAPHICS TO ORGANISE THE TEXT.

THE KEY WORDS OR PHRASE CAN BE HIGHLIGHTED
IN A COLOUR BOX.

THE PICTURES THAT ARE MOST EFFECTIVE ARE THE
PICTURES OF ORDINARY PEOPLE.

TEASER CAMPAIGNS CAN BE EFFECTIVE.

THE MORE INNOVATIVE, INTRIGUING AND
HUMOROUS THE CREATIVE EXECUTION OF AN
OUTDOOR AD IS, THE LESS MEDIA WEIGHT IT NEEDS


TRANSIT ADVERTISING

IT IS INCLUDED IN OUTDOOR MEDIA.

IT IS ABOUT 3.3 PER CENT OF TOTAL ADVERTISING
BUSINESS AND 40 % OF OUTDOOR.

IT IS MAINLY ADVERTISING ON THE PUBLIC
TRANSPORT SYSTEM, SUCH AS CITY BUS,
SUBURBAN RAIL SYSTEM AND ADVERTISEMENTS
PLACED ON RAILWAY STATIONS, BUS STANDS AND
AIR TERMINALS.


ADVANTAGES OF TRANSIT ADVERTISING

TRANSIT ADVERTISING IS ESSENTIALLY A LOW
COST MEDIUM.
IT OFFERS A SURE EXPOSURE AND
REPETITIVENESS.
IT REACHES A LARGE POPULATION WHICH IS
CONTINUALLY ON THE MOVE.
IT HAS A LONG EXPOSURE.
IT PREVENTS A FAIRLY LONG COPY.


NEW TRENDS

SOME MARKETERS USE HOARDINGS AS THE ONLY
MEDIUM DURING THE LAUNCH OF A PRODUCT.
TELECOM SECTOR COMPANIES ARE MAKING USE
OF HOARDINGS TO CREATE PUBLIC AWARENESS
FRAGMENTED AUDIENCE OF TV AND CLUTTER OF
ADS HAVE REVIVED INTEREST IN HOARDINGS.
3-D VISUALS, GLOW SIGNS AND KIOSKS,DIGITAL
IMAGING, BACKLIT DISPLAY, ELECTRONIC DISPLAYS
INCLUDING L E D etc.


EVALUATION OF OUTDOOR
(OSCAR STUDY)
BY MODE, AAREN AND O& M CONDUCTED IN MUMBAI

TO EVALUATE HOARDINGS SITES IN MUMBAI AND
DEVELOP WEIGHTAGE INDEX BASED ON SUCH
CRITERIA AS VISIBILITY, HEIGHT AND ILLUMINATION,
ANGLE, COMPETITION, DEFLECTION & OBSTRUCTION.
THE AIM WAS TO INDICATE A GROSS OTS
(OPPORTUNITY TO SEE ) FOR EACH HOARDING.
CONT….



CRITERIA THAT SHOULD BE INCLUDED:
PEDESTRIANS AND VEHICLES PASSING, NEARNESS TO
OTHER NEARBY MESSAGES THAT MIGHT INTERFERE,
THE AMBIENCE THAT CAN NEGATIVELY AFFECT THE
BRAND IMAGE AND AVAILABILITY OF EFFECTIVE
NIGHTTIME ILLUMINATION.
EVLUATION OF MOVING MEDIA SHOULD CONSIDER THE
TRAFFIC AND THE POPULATION OF INDIVIDUL ROUTES
AND THE ANALYSIS OF THE LIFE-STYLE OF THE
POPULATION ALONG THE ROUTE.


PORTLAND’S PSV MODEL

IT EVALUATES AND GRADES DIFFERENT SITES BASED
ON CLARITY OF VISION, OBSTRUCTIONS, CLUTTER,
COMPETITION, VIEWING HABBITS AND TRAFFIC
DENSITY. BY EVALUATING THE RELATIVE VALUE OF
THE SITES PSV HELPS IN BETTER ALLOCATION AND
OPTIMIZATION OF OUTDOOR AND BUDGETS. IT ALLOWS
THE ADVERTISERS AND AGENCIES TO SELECT THE
SITES WITH MAXIMUM IMPACT.

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