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Out-Of-Home Advertising: Marketing
Out-Of-Home Advertising: Marketing
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Out-of-home advertising (or outdoor advertising) is made up of more than 100 different formats, totaling $6.99 billion in annual revenues in 2008 in the USA.[1] Outdoor advertising is essentially any type of advertising that reaches the consumer while he or she is outside the home. This is in contrast with broadcast, print, and Internet advertising. Out of home advertising, therefore, is focused on marketing to consumers when they are "on the go" in public places, in transit, waiting (such as in a medical office), and/or in specific commercial locations (such as in a retail venue). Outdoor advertising formats fall into four main categories: billboards, street furniture, transit, and alternative.[2]
Contents
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1 Overview 2 Digital Out Of Home - DOOH 3 Non-Digital Out-Of-Home 4 Selling billboard advertising space 5 Regulations on outdoor advertising 6 Emerging Technologies 7 See also 8 References 9 External links
[edit] Overview
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2009)
Billboard advertising is a traditional out of home advertising format, but there has been significant growth in digital out of home advertising (billboards and place-based networks) in recent years; for example, about 1,500 digital billboard displays have been installed in the United States alone.[3] Traditional roadside billboards remain the predominant form of outdoor advertising in the US with 66 percent of total annual revenue. Today, billboard revenue is 73 percent local ads, 18 percent national ads, and 9 percent public service ads.[1] Street furniture is made up of formats such as bus shelters, newsracks, mall kiosks, and telephone booth advertising. This form of outdoor advertising is mainly seen in urban centers. Additionally, this form of advertising provides benefits to communities, as street furniture companies are often responsible for building and maintaining the shelters people use while waiting for the bus. Transit advertising is typically advertising placed on anything which moves, such as buses, subway advertising, truckside, and taxis, but also includes fixed static and electronic advertising at train and bus stations and platforms. Airport advertising, which helps businesses address an audience while traveling, is also included in this category. Municipalities often accept this form of advertising, as it provides revenue to city and port authorities. Finally, alternative advertising includes ads in stadiums, on gas pumps, bike racks, rest areas, and other non-traditional formats. Alternative advertising provides a way to address consumers in places they may not expect.
Street furniture, transit, and alternative media formats comprise 34 percent of total outdoor revenue in the US. Some of these formats have a higher percentage of national ads than traditional billboards.[4] The outdoor industry includes more than 2,100 operators in 50 states representing the four major outdoor format categories. These outdoor media companies range from public, multinational media corporations to small, independent, family-owned businesses.
Vinyl decals allowing use of windows, on a side and rear advertisement for alcohol on a Berlin bus Non-digital out-of-home refers to other types of media distributed across physical spaces. These are:[citation needed] Airship Advertising - An airship can provide one of the physically largest out-of-home advertising platforms. Bulletin - Bulletin billboards are usually located in highly visible, heavy traffic areas such as expressways, primary arteries, and major intersections. With extended periods of high visibility, billboard advertisements provide advertisers with significant impact on commuters. Bus advertising - Firmly establish brand awareness and generate quick recall with high profile exposure near point of purchase locations. Commuter rail display - Reaches a captive audience of upscale suburban commuters. Additionally, reaches lunch-time patrons, shoppers and business professionals. ComPark advertising - ComPark is a device used for car park advertising; which is placed onto the parallel lines of a bay and is able to gain instant exposure from motorists that have just parked their vehicle. The ComPark also serves as a guide to assist motorist in adhering to the parking bay size. Lamppost banner advertising - Lamp columns are sited everywhere, allowing advertisers and events to use banners to target precise geographical locations and create massive promotional awareness. Mobile billboard - Mobile billboards offer a great degree of flexibility to advertisers. These advertisements can target specific routes, venue or events, or can be used to achieve market saturation. A special version is the inflatable billboard which can stand free nearly everywhere. This product can also be used for outdoor movie nights.
Mobile inflatable billboard Poster - Target local audiences with these billboards, which are highly visible to vehicular traffic and are ideal for the introduction of new products/services. Marketers use posters to achieve advertising objectives and increase brand awareness by placing multiple units in strategic locations while lowering the cost per thousand impressions. Premier panel - Premiere panels combine the frequency and reach of a poster campaign with the creative impact of a bulletin. Premier square - Bright top and bottom illumination on a premiere panel provide extra impact after dark. Street advertising - The use of pavements and street furniture to create media space for brands to get their message onto the street in a cost-effective approach. Taxi advertising - Taxi advertising allows advertisers to highlight their products, whether brand awareness, or a targeted message, directly to areas where people work, shop, and play. Wallscape - Wallscapes are attached to buildings and are able to accommodate a wide variety of unusual shapes and sizes. These billboard advertisements are visible from a distance and provide tremendous impact in major metro areas. Other types of non-digital out-of-home advertising include airport displays; transit and busshelter displays; headrest displays; double-sided panels; junior posters; and mall displays.
If a private property owner wants to sell advertising space to one of the outdoor advertising companies ('media sellers') he or she directly approaches the company. A media seller may also approach the owner of an interesting property and make a bid. The media seller typically requires a long term land lease due to the expense of erecting a new billboard. The private property owner is generally paid an annual land rent. The media seller erects a structure for displaying the ads and rents out the space to the clients. The world's largest media sellers are Van Wagner, CBS Outdoor, JCDecaux, Clear Channel Outdoor,and Lamar Advertising.
Advertising Billboard Bus advertising Digital billboard Digital signage Flyer (pamphlet) Inflatable movie screen Neon signage Outdoor Advertising Association of America Point of sale display Skywriting Street Furniture Transit media
[edit] References
1. ^ a b [1], OAAA 2. ^ [2], Outdoor Media Formats
3. ^ [3], Number of Displays 4. ^ [4], Outdoor Pie Chart 5. ^ By Robert Channick, Chicago Tribune November 29, 2011, entitled "Networks Compete For Gas Station Viewers 6. ^ Nielsen Intercept Studies 2006-2011, 2010 Doublebase GfK MRI 7. ^ Los Angeles Times, May 27, Alana Semuels , Staff Writer "Now showing very near you ..." 8. ^ Digital Signage Today 9. ^ http://www.scenic.org/billboards/background/communities 10. ^ http://www.businessweek.com/innovate/content/jun2007/id20070618_505580.htm?chan=top +news_top+news+index_innovation+%2Bamp%3B+design 11. ^ http://www.mediabuyerplanner.com/entry/50508/book-a-billboard-aggregates/ 12. ^ http://publicdataweb.com/interactive-outdoor/about
International Billboard Identity - is a database of all Indoor/Outdoor Advertisements with unique machine-readable identification number. Outdoor Advertising Association of America Scenic America - an organisation critical of outdoor advertising Digital Signage Today Wikimedia Commons has media related to: Outdoor advertising
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