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10-1 Copyright 2009 Pearson Education Canada

CHAPTER 10

Out-of-Home Media

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Learning Objectives

Differentiate between the various forms ofout-of-home media advertising

Explain the advantages and disadvantages ofthe key types of out-of-home media

Describe the factors considered in, andprocedures used for, buying the various formsof out-of-home media

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Out-of-Home Media

Out-of-Home media includes variousforms of outdoor advertising, transitadvertising, and in-store and point-of-purchase (at-retail) advertising.

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Out-of-Home Media

The factors contributing to outdoor advertisingspopularity are:

Specialization and fragmentation in other media,especially radio and TV which has led to moreoutdoor

Shift in thinking behind media buying. Mediabuyers are paying attention to when and whyconsumers come into contact with messages.

New technologies have transformed outdoor intoa dynamic and interactive medium

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Outdoor Media Research

The Canadian Outdoor Measurement

Bureau (COMB) is responsible forcompiling reliable data and informationabout outdoor advertising.

COMB audits the circulations based onmunicipal and provincial traffic counts

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Out-of-Home Media

Out-of-home media includes various

forms of:Outdoor advertising

Transit advertising

Point-of-purchase (at-retail) advertising

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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 VideoDisplays

Street-Level Advertising

Wall Banners andMurals

Outdoor Advertising

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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

Advantages Disadvantages

Advantages & Disadvantages

of Outdoor Advertising

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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

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Creativity in Outdoor

Turn to page 323 in your textbook describe the ad; discuss

the effectiveness of this outdoor ad.

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Transit options include: Interior Cards

Door Cards

Exterior Bus Posters

Superbuses and Murals

Station Posters and Backlits

Subway-Onestop Network

Transit Advertising

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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

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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

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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 minimumand is available on a market-by-marketbasis.

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Advertising can reach consumers in

unique and unexpected ways:

Airport Display Advertising

Washrooms Advertising

Elevator Advertising

Mobile Signage

Continued

Other Forms of Out-of-HomeAdvertising

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Other Forms of Out-of-HomeAdvertising (cont.)

Other innovative alternatives include:

Food Court Video Screens

Sports and Arena Advertising

Cinema Advertising

Wild Postings

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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)

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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

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10-19 Copyright 2009 Pearson Education Canada

Impulse Purchasing

MessageReinforcement

Message

Receptiveness

Last Chance

(Deciding Factor) in

Sale

Merchandise Tie-ins

Placement

Clutter

Waste

Advantages Disadvantages

Advantages & Disadvantages

of P-O-P Advertising