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-today activities.

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.

Group Assignment .

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

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

Outdoor Media Options: Blimps Carry Messages High and Wide .

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

Outdoor Media Options: Buildings Can Become Billboards .

Outdoor Media Options: Trucks Become Billboards on Wheels .

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

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

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

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

Banner  Various sizes  Vinyl  Landmark locations in Toronto .Wall Mural .

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

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

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

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

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 .

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Transit Media

Transit targets the millions of people exposed to commercial transportation facilities.

Buses, subways, light-rail trains, airplanes.

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

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

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

Super Kings  30” h x 192” w .

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

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

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

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

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 .

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

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

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

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

. or as part of a station domination.Stair Risers  Available on a station specific basis.

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

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

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

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

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  .

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

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

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

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

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

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

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

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

Limitations of Movie Theatres as a Media Media Image Cost Reach and Frequency Scheduling Flexibility Amount of Processing Time .

 Advertisers promote products in supermarkets and other stores with a number of media options.Point-of-Purchase Media In-store media as place-based communication has existed for some time.  .

Point-of-Purchase Options          Wall signs Displays Banners Shelf signs Video displays on shopping carts Kiosks Coupons at counters and cash registers LED boards Ads broadcast over in-house screens .

Strengths of Point-of-Purchase Media Target Audience Selectivity Absolute Cost and Cost Efficiency Creativity for Cognitive Responses Creativity for Emotional Responses Target Audience and Geographic Coverage Reach Attention Amount of Processing Time and Involvement .

Limitations of Point-of-Purchase Media Media Image Scheduling Flexibility Clutter Frequency Selective Exposure .

Yellow Pages Media  Often referred to as a directional medium.  Once consumers have decided to buy. . the Yellow Pages point them in the direction where their purchases can be made.

Strengths of Yellow Pages Media Reach and Target Audience Coverage Attention. and Processing Time Cost Efficiency and Absolute Cost Frequency Media Image . Involvement.

Limitations of Yellow Pages Media Geographic Coverage Creativity for Cognitive and Emotional Responses Scheduling Flexibility Clutter Target Audience Selectivity Selective Exposure .

.Product Placement  Increasingly common way of promoting a product is to show it or an ad for it as part of a movie or TV show.

How many different vehicles a marketer wants to be exposed in. 4. scenes.Product Placement Decisions Primary issue  The source as represented by the plot. 2. 1. 3. .    Central role in scene Mere showing of the product Having character use or talk about product Amount of time product is featured. Creative use of the product impacts the experience. or characters of the movie or TV show.

Strengths of Product Placement Reach Frequency Creativity for Emotional Responses Cost Efficiency Geographic Coverage Selective Exposure Clutter Involvement .

Limitations of Product Placement Absolute Cost Amount of Processing Time and Attention Creativity for Cognitive Responses Scheduling Flexibility Media Image Target Audience Selectivity Target Audience Coverage .

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