1. Copyright © 2012 Pearson Canada Inc. Chapter 10 Out-of-Home Media 10-1

2. Copyright © 2012 Pearson Canada Inc. 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 10-2

3. Copyright © 2012 Pearson Canada Inc. Out-of-Home Media Out-of-Home media includes various forms of outdoor advertising, transit advertising, in-store and point-of-purchase advertising.  Spending on out-of-home advertising amounts to $416 million annually in Canada and that it is a growing segment of the advertising industry 10-3

4. Copyright © 2012 Pearson Canada Inc. Out-of-Home Media Factors contributing to out-of-home advertising’s popularity are:  Specialization and fragmentation in other media, especially radio and TV  Media buyers are paying more attention to when / why consumers come into contact with messages.  New technologies have transformed out of home ads into a dynamic and even entertaining medium 10-4

5. Copyright © 2012 Pearson Canada Inc. Outdoor Media Research The Canadian Outdoor Measurement Bureau (COMB) compiles data and information about outdoor advertising.  COMB audits the circulations based on municipal and provincial traffic counts 10-5

6. Copyright © 2012 Pearson Canada Inc. Outdoor Advertising Outdoor advertising offers significant variety:  Posters (billboards)  Backlit Posters (backlits)  Superboards (Spectaculars)  Mall Posters  Transit Shelters  Digital Signs  Full-Motion Video Displays  Street-Level Advertising  Wall Banners and Murals 10-6

7. Copyright © 2012 Pearson Canada Inc.

8. Advantages of Outdoor Advertising  Wide Reach & High Frequency  Some Targetability  Size & Quality of Message  Can reinforce other media 10-7  Creating Product Awareness  Cost efficient on CPM basis  Content Flexibility (digital displays)

9. Copyright © 2012 Pearson Canada Inc. Disadvantages of Outdoor Advertising  Creative Limitations  Limited Target-Market Selectivity  Absolute cost – production and space  Lack of Prestige  Unobtrusive Medium – low engagement 10-8

10. Copyright © 2012 Pearson Canada Inc. Buying Outdoor Media Space  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 Gross Rating Points (e.g., 100 GRPs = the equivalent of 100% market coverage).  This is different from broadcast media GRPs 10-9

11. Copyright © 2012 Pearson Canada Inc. Transit Advertising Transit options include:  Interior Cards  Exterior bus posters  Vinyl transit wraps  Station Posters and Backlits  Subway-Onestop Network  Station domination 10-11

12. Copyright © 2012 Pearson Canada Inc. Advantages of Transit Advertising  Continuous Exposure (indoor)  Wide Reach and High Frequency  Flexibility of content / placement  Broad Market Coverage  Relatively low cost 10-12

13. Copyright © 2012 Pearson Canada Inc. Disadvantages of Transit Advertising  Lack of Target-Market Selectivity  Unpretentious Media Environment  Creative Limitations 10-13

14. Copyright © 2012 Pearson Canada Inc. Innovative Transit Ad Concepts Numerous innovative concepts continue to be explored, including:  Stair Risers  Ceiling and Floor Decals  “Movies” made up of pictures in a subway tunnel 10-14

15. Copyright © 2012 Pearson Canada Inc. Buying Transit Advertising Rates are affected by:  Number of markets covered  The length of showing  Desired GRP level in any given market (GRP)  The size of the space required Space usually sold on the basis of a 4- week minimum and is available on a market-by-market basis. 10-15

16. Copyright © 2012 Pearson Canada Inc. Other Forms of Out-of- Home Advertising Advertising can reach consumers in unique and unexpected ways:  Airport Display Advertising  Washrooms Advertising  Elevator Advertising  Mobile Signage Continued… 10-16

17. Copyright © 2012 Pearson Canada Inc. Other Forms of Out-of- Home Advertising (cont.) Other innovative alternatives include:  Sports and Arena Advertising  Cinema Advertising  Wild Postings 10-17

18. Copyright © 2012 Pearson Canada Inc. Point of Purchase Advertising 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! 10-18

19. Copyright © 2012 Pearson Canada Inc. Point-of-Purchase Advertising  Video Displays  Exterior Signs  Display Shippers  Display Cards  Vending Machines  Grocery Carts  Shelf Ads  Floor Ads (Ad-tiles) 10-19

20. Copyright © 2012 Pearson Canada Inc. Pros and Cons of P-O-P Advertising Advantages  Impulse Purchasing  Message Reinforcement  Message Receptiveness  Last Chance (Deciding Factor) in Sale  Merchandise Tie-ins Disadvantages  Placement  Clutter  Waste  Dependent on channel cooperation 10-20