Support Media

1. Support Media

2. The Role of Support Media To reach those people in the target audience that primary media (TV, print, etc.) may not have reached or to reinforce primary media’s messages.

3. Alternative Media Nonmeasured Media Nontraditional Media Support Media Support media are also referred to as: Alternative Media Out-of-Home Media

4. Outdoor Advertising Aerial Advertising Mobile Billboards In-store Media Promotional Products Yellow Pages Signage Examples of Traditional Support Media Outdoor Advertising Aerial Advertising Mobile Billboards TraditionalSupport Media In-store Media Promotional Products Yellow Pages

5. Outdoor Advertising Can Break the Two Dimension Barrier

6. Blimps Carry the Message High and Wide

7. Trucks Become Billboards on Wheels

8. Car-Tops Grab Pedestrian and Passenger Attention

9. Wall Drawings Car Top Signs Sidewalk Signs Ski Lift Poles Parking Meters Gasoline Pumps ATM Displays Trash Cans Outdoor Media Options Wall Drawings Car Top Signs Ski Lift Poles Media Options Parking Meters Gasoline Pumps ATM Displays Trash Cans

10. Platform Posters Station Posters Terminal Posters Inside Cards Outside Posters Transit Advertising Media Platform Posters Station Posters Terminal Posters Outside Posters

11. Terminal Posters Entertain Bored Commuters

12. Shelter Advertising: Street Furniture

13. Ad Spending on Out-of-Home Media • Billboards (66% of ad dollars) • Bulletins, spectaculars, murals, posters, etc. • Street furniture (7% of ad dollars) • Bicycles, benches, kiosks, etc. • Transit (11% of ad dollars) • Airports, buses, taxis, etc. • Alternative media (16% of ad dollars) • Cinema, stadiums, place-based ads, etc.

14. Frequency Reach Frequency Reach Potential for high frequency of impressions Can reach a variety of audiences very quickly (think blimps) Can reach a variety of audiences very quickly Potential for High frequency of impressions (think commuters and billboards) Flexibility Flexibility Many options available to reach specific groups Many options available to reach specific groups Cost Cost Low cost per exposure depending on medium used Low cost per exposure depending on medium used Impact Size, shape, lighting, motion, and special impressions may boost impact Advantages of Outdoor Advertising

15. Outdoor Advertising Disadvantages Disadvantages Limited message capability Wearout Measurement problems Image problems: Visual Pollution Timeliness/Lead Time Production Capability

16. Measuring Traffic Levels The Traffic Audit Bureau for Media Measurement (TAB) measures traffic for the outdoor industry.

17. Growth of Out-of-Home Advertising • More than 40 types of out-of-home media • Why the growth? • Increasingly mobile population • More traffic • Lower CPMs ($2-$10 per M) • Media fragmentation • Direct Response Capabilities • Point of Purchase Capabilities • Advertiser diversification

18. Top Outdoor Advertisers

19. Buying Outdoor • Billboard/Poster advertising purchased on the basis of GRPs • Audience for outdoor is known as the daily effective circulation (DEC) • GRPs normally bought in units of 50 or 100

20. Promotional Products Marketing Ad specialties, premiums, business gifts, prizes, or commemoratives. Example: Pens with logo on them

21. Promotional Products Pros & Cons Advantages Disadvantages Poor image Selectivity Highly targeted Poor image Saturation Saturation Flexibility Many Options Lead Time Frequency Frequency Economy Lower Cost Limited Message Potential Goodwill Goodwill High recall High recall Augmentation Augmentation of Primary Media

22. Internet Yellow Pages Specialized directories Community Yellow Pages Forms of Yellow Pages Internet Yellow Pages Specialized directories

23. Yellow Pages Advantages Disadvantages Wide (Free) Availability Wide Availability Market Fragmentation Market Fragmentation Timeliness Timeliness Action Oriented Action Oriented Lack of Creative Options Lack of Creativity Low Cost Low Cost Lead Times Lead Times Frequency Frequency Non-Intrusiveness Non-Intrusiveness Clutter Clutter Size Limitations

24. Advertising in Movie Theatres Advantages Disadvantages Irritation High Exposure High Reach/Exposure Irritation Audience Mood Cost (Maybe) Audience Mood Good Recall Movie Failure Lack of Clutter Proximity to shopping Good Segmentation Captive Audience

25. Magazines Catalogs Radio Videos Types of In-Flight Advertising Magazines Catalogs Videos

26. In-Flight Magazines Target “Movers & Shakers”

27. Product Placements Others Product Integration Ad-Supported VOD Advertainment Content Sponsorship Branded Entertainment Product Placements Product Integration Branded Entertainment Advertainment Ad-Supported VOD Content Sponsorship

28. Product Placement Examples Cast Away The Devil Wears Prada

29. 007 Movie Tie-In Product Placement *Click outside of the video screen to advance to the next slide

30. Branded Entertainment Advantages Disadvantages High Exposure High Potential Reach High Absolute Cost High Absolute Cost High Frequency Celebrity Effects Time of Exposure Short Exposure Time Media Support Passive Sales Message Lack of Control Source Association Source Association Negative Placements High Recall Economy/High Recall Low Frequency Bypass Regulations Bypass Regulations Viewer Acceptance Viewer Acceptance Targeted / Selective Targeting