Television vs. Out-of-Home June, 2011

Television vs. Out-of-Home Television sets itself apart from other media with its ability to offer sight, sound, and motion to generate emotional responses from the viewer. The qualities of television allow advertisers to create a long lasting and memorable brand image. Television has unbeatable scale and reach that reaches audiences quickly and effectively.

Television vs. Out-of-Home The effectiveness of out-of-home advertising is derived from the frequency of the specific ads being seen. Since most OOH ads stay in the exact same place for their campaign duration, only people who walk/drive by numerous times will notice the advertising. OOH can have more marketing impact when viewers don’t have their filters up and see messages out of context. –For example, seeing Simon Cowell’s grinning face for The X Factor on a grocery shopping cart may make a potential viewer sit up and take notice. Source:

Television vs. Out-of-Home Outdoor advertising is a glance medium. At best, it only draws 2-3 seconds of a consumer’s 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. TV reaches viewers when they are most receptive to advertising. Source:

Television vs. Out-of-Home Person-to-person communication is achieved through the combination of both the spoken word and unspoken elements such as body language and gestures. Television has both visual and sound capabilities which allowing it to come closer than any other medium to offer ideal communication. Television’s ability to touch people’s senses simultaneously creates a synergistic effect that cannot be duplicated by only stimulating an individual sense.

Television vs. Out-of-Home The nature of the way you have to buy outdoor advertising (usually monthly commitment) is not conducive to a very short campaign. Out-of-home advertising is highly dependent on the location of the advertisement. In order for an advertisement to be effective it must be placed in a high traffic area. This is usually very expensive and also has to compete with several other advertisements in the same area. Source:

Television vs. Out-of-Home A study to track the awareness of OOH ads was conducted by tracking a billboard for a Clark candy bar ad: –Awareness was measured just prior to the boards going up, one month into the campaign, two months into the campaign, and one month after the boards came down. –Awareness increased in the first month of the campaign and began to decline significantly during the second month of advertising while the boards were still up. –The decline slowed but still continued one month after the boards came down. Source: Journal of Advertising Research- December 1989/January 1990

Television vs. Out-of-Home Consumers Surveys TVB participates in omnibus telephone surveys conducted by BBM Analytics to gauge consumers attitudes towards advertising in all major media and to gain insight into their behaviour with media Surveys include: Perception of Advertising Effectiveness Receptivity to Advertising Screen Preference Media Synergy PVR Impact

Television vs. Out-of-Home Advertising Effectiveness Source: BBM Analytics May 2010 Which ONE media source carries advertising that you believe to be the most Influential?

Television vs. Out-of-Home Advertising Effectiveness Source: BBM Analytics May 2010 Which ONE media source carries advertising that you believe to be the most Persuasive?

Television vs. Out-of-Home Advertising Effectiveness Source: BBM Analytics May 2010 Which ONE media source carries advertising that you believe to be the most Powerful?

Television vs. Out-of-Home Advertising Receptivity Source: BBM Analytics June 2010 In which medium are you most likely to Notice advertising?

Television vs. Out-of-Home Advertising Receptivity Source: BBM Analytics June 2010 When are you most Receptive to advertising messages?

Television vs. Out-of-Home Advertising Receptivity Source: BBM Analytics June 2010 When do you pay the most Attention to advertising messages?

Television vs. Out-of-Home Advertising Receptivity Source: BBM Analytics June 2010 Thinking about your Favourite advertisement, where did you see it?

Television vs. Out-of-Home Advertising Receptivity Source: BBM Analytics June 2010 Have you ever seen an ad that has made you Laugh or Cry? Where?

Television vs. Out-of-Home Television commercials account for 10.3% of all word of mouth conversations in regards to brands. OOH ads are accounted for in a range of 1.7% (billboard) to 5.5% (in-store display) depending on the type of OOH medium being used. Television is the leader in ad expenditure volume, as well as the leader in driving word of mouth volume. TV has the ability to spark a conversation, and advertisers wanting to start lots of conversations quickly have to consider television. Source: ADMAP November 2010

Television vs. Out-of-Home Attitudes of adults towards product placement in TV shows 24% agree to the statement “After I watch my favourite TV show, I can remember brand name products the characters were using during the show”. 22% agree to the statement “To see a character interact with brand name products I use makes the show more real to me”. 41% agree to the statement “When I watch TV, I often notice brand name products used as part of the set”. Source: TV Dimensions 2010

Television vs. Out-of-Home Limited scope for message (e.g. no space for detailed text, phone number, location map) Poor weather can affect the visibility of the advertisement, and limit the number of people even noticing the advertisement. Outdoor advertising can be vandalized or fall into disrepair and reflect poorly on your brand or campaign. Different municipalities have different by-laws/regulations in place to control outdoor signage and advertisements. Source:

Television vs. Out-of-Home TV ads stay up-to-date whereas OOH can be lagging with ads becoming out of date and obsolete quickly. TV can be put on the air in a relatively short period of time. It's hard to reach a specific audience. It is difficult to target anything more than a small segment of a neighbourhood. OOH advertising works well with a TV marketing campaign as an OOH ad can act as a reminder to what ads consumers saw on TV. Source: Marketing Tenth Edition, McGraw-Hill Ryerson 2004

Television vs. Out-of-Home Although the cost of reaching an individual person is low, it does not match TV’s ability to compete on a national scale. A national campaign using OOH ads would be highly expensive and would not be cost effective. There is considerable public criticism in regards to the landscape defacing aspect that OOH advertising creates. Billboards have to be maintained by the companies that erect them in order for the ads to appeal to consumers. This cost is usually passed on to the advertiser. Source: Marketing Tenth Edition, McGraw-Hill Ryerson 2004

Television vs. Out-of-Home In Summary: –Television is far more effective than OOH in conveying an advertiser’s message as TV impacts the consumer’s several different senses simultaneously. –As outlined in various studies, people identify TV as the medium they find to be most effective, engaging, and persuasive. –Television has unbeatable reach and the ability to target mass audiences for ad campaigns. –TV brings ads to the consumer whereas for OOH the consumer must “find” the ad.