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Out-of-Home and Support Media

Out-of-Home and Support Media. The Role of Out-of-Home Media. To deliver the advertising messages people encounter while moving throughout their town or city, accomplishing their day-to-day activities. The Role of Support Media.

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Out-of-Home and Support Media

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  1. Out-of-Home and Support Media

  2. The Role of Out-of-Home Media To deliver the advertising messages people encounter while moving throughout their town or city, accomplishing their day-to-day activities.

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

  4. Group Assignment

  5. Outdoor Media • Pervasive! • About 10% of newspaper or TV advertising revenue is spent on outdoor media. • Outdoor media have recently experienced about 50% growth.

  6. Outdoor Media Options • Posters • Superboards • Backlit posters • Electronic • Street level • Mural

  7. Outdoor Media Options: Blimps Carry Messages High and Wide

  8. Outdoor Media Options: Inflatables’ Colour and Size Get Attention

  9. Outdoor Media Options: Buildings Can Become Billboards

  10. Outdoor Media Options: Trucks Become Billboards on Wheels

  11. Posters • 10’ x 20’ • Front lit illumination • Available in Top 10 markets, mid/small communities across country • Excellent mass distribution

  12. Superboards • Front lit • 10’ x 44’ and 14’ x 48’ • Vinyl • Reusable • Space extensions

  13. Backlights • 23’ x 10’ horizontal • 14’ x 19’ vertical • Rear illuminated • Printed on vinyl • Reusable

  14. Wall Mural - Painted • “Urban art” • Painted directly on the wall • Located in high profile areas in Toronto • Various sizes

  15. Wall Mural - Banner • Various sizes • Vinyl • Landmark locations in Toronto

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

  17. Buying Outdoor • Typically purchased for 4 weeks. • Provide 25 to 125 GRPs per day. • Tailor to each market. • Location?

  18. Audience Measurement for Outdoor Media • Done by Canadian Outdoor Measurement Bureau (COMB).

  19. Strengths of Outdoor Media Reach Frequency Geographic Coverage Creativity for Emotional Responses Cost Efficiency Scheduling Flexibility Selective Exposure Attention

  20. Limitations of Outdoor Media Target Audience Coverage Amount of Processing Time Creativity for Cognitive Responses Absolute Cost Media Image Target Audience Selectivity Clutter Low Involvement

  21. Transit Media • Transit targets the millions of people exposed to commercial transportation facilities. • Buses, subways, light-rail trains, airplanes.

  22. Commuter Transit Options Interior Transit Cards Interior Door Cards Exterior Posters Station Posters Transit Shelter Posters Superbus Subway Online

  23. Transit Shelters • 4’ x 6’ • National coverage • Specific targets • Backlit • 10,000 faces located on key transportation routes in major markets

  24. King Posters • 30” h x 139” w • Urban coverage of Toronto and other major cities across Canada • Reusable

  25. Super Kings • 30” h x 192” w

  26. Seventy Posters • 21” h x 70” w • Urban coverage of Toronto and other major cities across Canada

  27. Vinyl Wraps Full wraps - Vinyl application on both sides and the back of the bus. Murals - Vinyl application on the driver’s side of the bus only.

  28. Vinyl Wraps Full Backs - Vinyl application on the back of the bus only. Streetcar wraps – Vinyl application on both sides and the back of a streetcar.

  29. Subway Wraps • Vinyl application of both sides of a subway train • 2 cars sold together.

  30. Interior Cards • Backlit • Above the windows of all transit vehicles • Standard sizes across Canada Standard Interior 11”h x 35”w Super Interior 11”h x 70”w

  31. Vertical Posters • 28” h x 20” w • Toronto subway cars and on station walls by the escalators

  32. Subway Platform Posters • 4’ x 6’ • Toronto subway • Standard size – same as a TSA • Backlits available at Bloor and Dundas stations Bloor Backlit

  33. Backlit 50’s and 100’s • Toronto subway • Located in backlit frames in high traffic locations at various stations Backlit 100 Backlit 50

  34. Ceiling Decals • Available in buses only • Maximum size of 2’ x 4’

  35. Stair Risers • Available on a station specific basis, or as part of a stationdomination.

  36. Turnstiles • Roadblock the consumer entering or leaving the station. • Turnstiles are sold as a package

  37. Buying Transit Media • Usually sold on a 4 week basis. • Range of GRPs is varied, from a low of 5 GRPs to a high of 100 GRPs. • Tailor to each market.

  38. Strengths of Transit Advertising Amount of Processing Time Reach Frequency Geographic Coverage Media Image Absolute Cost and Efficiency Control for Selective Exposure Schedule Flexibility

  39. Limitations of Transit Advertising Media Image Target Audience Selectivity Target Audience Coverage Creativity for Cognitive and Emotional Responses Clutter Attention Involvement

  40. Airline Transit Options • In-flight magazines • In-flight videos • In-flight radio • Airport displays • Smaller backlit posters • Superboards near terminal • Other types of displays depending on media company and airport terminal

  41. Strengths of In-Flight Advertising Target Audience Selectivity Selective Exposure Absolute Cost

  42. Limitations of In-Flight Advertising Media Image Scheduling Flexibility Attention

  43. Place-Based Media • Involves bringing the advertising medium to consumers, wherever they may be.

  44. Place-Based Media Options • Signage and displays in malls • Backlit posters, superboards, electronic message signs and video displays anywhere there is a sufficient number of people. • Indoor posters on university campuses to reach younger consumers. • Closed-circuit TV to reach travelers or patients in certain hotel or hospital rooms, respectively. • Small print ads in elevators or washrooms or on floors or escalator handrails.

  45. Strengths of Place-Based Media Target Audience Selectivity Absolute Cost and Cost Efficiency Creativity for Processing Responses Selective Exposure and Attention Involvement

  46. Limitations of Place-Based Media Poor Media Image Clutter Reach and Frequency Target Audience and Geographic Coverage Amount of Processing Time Scheduling Flexibility

  47. Place-Based Media at the Movies • Estimated $25 to $30 million is spent advertising in movie theatres: commercials, slides, posters, and sales promotions. • $15 million of that on commercials. • Overall revenue is still only 1% of the TV advertising revenue per year.

  48. Strengths of Movie Theatres as a Media No Control for Selective Exposure Cost Clutter Target Audience Selectivity Target Audience Coverage Geographic Coverage Creativity for Processing Responses Attention and Involvement

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