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Outdoor Advertising: The Last Mass Medium

Outdoor Advertising: The Last Mass Medium. Download. www.clearchanneloutdoor.com Resources Downloads & Tools Media Planning Guide Rates in Excel. What is outdoor advertising?. What’s Outdoor Advertising Good For?. Also good for public service. Been doing public service ads since 1913

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Outdoor Advertising: The Last Mass Medium

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  1. Outdoor Advertising: The Last Mass Medium

  2. Download • www.clearchanneloutdoor.com • Resources • Downloads & Tools • Media Planning Guide Rates in Excel

  3. What is outdoor advertising?

  4. What’s Outdoor Advertising Good For?

  5. Also good for public service • Been doing public service ads since 1913 • Outdoor advertising companies donate more than $300 million a year

  6. Businesses like them • 80% of surveyed companies say they’d lose business if billboards banned

  7. Shoppers Like Them • 71% of surveyed adults indicated that they got useful hotel, shopping and dining information from billboards while on out of town trips

  8. Billboards • Bulletins - computer painted vinyl, good for high-density traffic, 14 feet by 48 feet, Can have extensions • Spectacular Displays - 20 feet by 60 feet, like in Time Square • 30 sheet poster - 12.25 by 24.5 feet • 8 sheet posters - 6 feet by 12 feet - mostly pedestrian traffic • Wall Murals - good for commuter routes, downtown business districts

  9. Example 1 • Adidas in Japan • A man attached to a bungee cord on a billboard dunked a basketball hooked to a tether • Earlier - 2 guys on bungees playing soccer on billboard

  10. Street Furniture • Bus Shelters • Bus bench panels • Ads at the mall • Ads on newsstands • Ads on public telephones

  11. Bus panels Vinyl wrapped bus Subway panels Airport panels Taxi signs Transit

  12. More transit

  13. Alternative Outdoor • Ads at the stadium/speedway • Ads on boats or at the beach • Ads at the golf course • Postcards • Panels on gas pumps • Panels on parking meters

  14. In- Store Advertising • In-store radio nets • On-floor ads - floorgraphics.com • Motion sensors that trigger light shows

  15. Wal-Mart TV Network • More than 100 advertisers • 150 million viewers weekly - 5th largest TV network • $137,000 to $292,000 for one commercial for four-weeks

  16. Sand Art - Alternative Outdoor Media

  17. A Little Math • Daily Effective Circulation (DEC) - how many people have the opportunity to see the panel (differs per location in each market) - remember to multiply by 1000! • Daily GRP = ((# panels x avg DEC)/total market population) x 100 • Daily Gross impressions = # of panels x avg DEC • Weekly Gross imp. = # of panels x 7 x avg DEC • Total Gross imp. = # of panels x # of days x avg DEC

  18. Math Formulas • Frequency = ((Daily GRP x days in campaign)/100) + 2 (or 4 or 6 depending on the size of your billboard) • Reach = Daily GRP x days in campaign)/ Frequency • Monthly Cost = # of panels x per panel 4 wk cost • CPM (avg for 28 days) = (monthly cost/ monthly gross impressions) x 1000

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