10-1 Copyright © 2009 Pearson Education Canada CHAPTER 10 Out-of-Home Media

10-2 Copyright © 2009 Pearson Education Canada Learning Objectives  Differentiate between the various forms of out-of-home media advertising  Explain the advantages and disadvantages of the key types of out-of-home media  Describe the factors considered in, and procedures used for, buying the various forms of out-of-home media

10-3 Copyright © 2009 Pearson Education Canada Out-of-Home Media Out-of-Home media includes various forms of outdoor advertising, transit advertising, and in-store and point-of- purchase (at-retail) advertising.

10-4 Copyright © 2009 Pearson Education Canada Out-of-Home Media  The factors contributing to outdoor advertising’s popularity are:  Specialization and fragmentation in other media, especially radio and TV which has led to more outdoor  Shift in thinking behind media buying. Media buyers are paying attention to when and why consumers come into contact with messages.  New technologies have transformed outdoor into a dynamic and interactive medium

10-5 Copyright © 2009 Pearson Education Canada Outdoor Media Research The Canadian Outdoor Measurement Bureau (COMB) is responsible for compiling reliable data and information about outdoor advertising.  COMB audits the circulations based on municipal and provincial traffic counts

10-6 Copyright © 2009 Pearson Education Canada Out-of-Home Media Out-of-home media includes various forms of:  Outdoor advertising  Transit advertising  Point-of-purchase (at-retail) advertising

10-7 Copyright © 2009 Pearson Education Canada  Posters (billboards)  Backlit Posters (backlits)  Superboards (Spectaculars)  Mall Posters  Transit Shelters Outdoor advertising offers significant variety:  Digital Signs  Full-Motion Video Displays  Street-Level Advertising  Wall Banners and Murals Outdoor Advertising

10-8 Copyright © 2009 Pearson Education Canada  Target Reach & Frequency  Targeting Flexibility  Size & Quality of Message  Media Compatibility  Creating Product Awareness  Cost  Content Flexibility  Creative Limitations  Lack of Target-Market Selectivity  Costs  Lack of Prestige  Unobtrusive Medium AdvantagesDisadvantages Advantages & Disadvantages of Outdoor Advertising

10-9 Copyright © 2009 Pearson Education Canada  Space is quoted on a 4-week basis. Minimum purchase of 12 weeks apply to some forms of outdoor.  Space is purchased on the basis of GRPs (e.g., 100 GRPs = the equivalent of 100% market coverage). With outdoor you reach the same people frequently. Buying Outdoor Media Space

10-10 Copyright © 2009 Pearson Education Canada Creativity in Outdoor  Turn to page 323 in your textbook describe the ad; discuss the effectiveness of this outdoor ad.

10-11 Copyright © 2009 Pearson Education Canada Transit options include:  Interior Cards  Door Cards  Exterior Bus Posters  Superbuses and Murals  Station Posters and Backlits  Subway-Onestop Network Transit Advertising

10-12 Copyright © 2009 Pearson Education Canada  Continuous Exposure & Creativity  Reach and Frequency  Flexibility  Market Coverage  Cost  Lack of Target-Market Selectivity  Media Environment  Creative Limitations Advantages Disadvantages Advantages & Disadvantages of Transit Advertising

10-13 Copyright © 2009 Pearson Education Canada Numerous innovative concepts are being tested.  Stair Risers  Ceiling and Floor Decals  Station Domination Innovative Transit Ad Concepts

10-14 Copyright © 2009 Pearson Education Canada Buying Transit Advertising Rates are affected by:  Number of markets covered  The length of showing  Desired weight level in any given market (GRP)  The size of the space required Sold on the basis of a 4-week minimum and is available on a market-by-market basis.

10-15 Copyright © 2009 Pearson Education Canada Advertising can reach consumers in unique and unexpected ways:  Airport Display Advertising  Washrooms Advertising  Elevator Advertising  Mobile Signage Continued… Other Forms of Out-of-Home Advertising

10-16 Copyright © 2009 Pearson Education Canada Other Forms of Out-of-Home Advertising (cont.) Other innovative alternatives include:  Food Court Video Screens  Sports and Arena Advertising  Cinema Advertising  Wild Postings

10-17 Copyright © 2009 Pearson Education Canada Advertising at point-of-purchase is designed to:  Build traffic  Advertise a product  Encourage impulse buying  74% of brand decisions are made in the store! Point-of-Purchase Advertising (At-Retail)

10-18 Copyright © 2009 Pearson Education Canada  Video Displays  Exterior Signs  Modular Display Racks  Display Shippers  Display Cards  Vending Machines  Grocery Carts  Shelf Ads  Floor Ads (Ad-tiles) Point-of-Purchase Advertising

10-19 Copyright © 2009 Pearson Education Canada  Impulse Purchasing  Message Reinforcement  Message Receptiveness  Last Chance (Deciding Factor) in Sale  Merchandise Tie-ins  Placement  Clutter  Waste Advantages Disadvantages Advantages & Disadvantages of P-O-P Advertising