Support Media

The Role of Support Media

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

Support
Support media
media are
are
also
also referred
referred to
to as:
as:

Alternative
Alternative Nonmeasured
Nonmeasured Nontraditional
Nontraditional
Media
Media Media
Media Media
Media
 Examples of Traditional Support Media

Outdoor
Outdoor Advertising
Advertising

Aerial
Aerial Advertising
Advertising

Mobile
Mobile Billboards
Billboards
Traditional
Traditional
Support
Support In-store
In-store Media
Media
Media
Media
Promotional
Promotional Products
Products

Yellow
Yellow Pages
Pages

Other
Other Media
Media
Out-of-Home Media – A Diverse Cross-Section of
Formats
Top 10 Outdoor Advertising Categories

1.
1. Local
Local services
services and
and amusements
amusements
2.
2. Media
Media and
and advertising
advertising
3.
3. Public
Public transportation,
transportation, hotels,
hotels, and
and resorts
resorts
4.
4. Retail
Retail
5.
5. Insurance
Insurance and
and real
real estate
estate
6.
6. Financial
Financial
7.
7. Automotive
Automotive dealers
dealers and
and services
services
8.
8. Restaurant
Restaurant
9.
9. Automotive,
Automotive, auto
auto access,
access, and
and equipment
equipment
10.Telecommunications
10.Telecommunications
Outdoor Advertising Goes Beyond Two Dimensions
 Characteristics Of Outdoor Advertising

Can
Can reach
reach aa variety
variety of
of audiences
audiences
Reach
Reach very
very quickly
quickly

Potential
Potential for
for High
high
high frequency
High frequency
frequency of
of
of
Frequency
Frequency impressions
impressions

Many
Many options
options available
available to
to reach
reach specific
specific
Flexibility
Flexibility groups
groups

Low
Low cost
cost per
per exposure
exposure depending
depending on
on
Cost
Cost medium
medium used
used

Size,
Size, shape,
shape, lighting,
lighting, motion,
motion, and
and
Impact
Impact special
special impressions
impressions may
may lead
lead to
to impact
impact
 Other Out-of-Home Media

Aerial
Aerial Advertising
Advertising

Sky
Sky Banners
Banners Blimps
Blimps Sky
Sky Writing
Writing

Mobile
Mobile Billboards
Billboards

Trucks
Trucks Vans
Vans Trailers
Trailers

In-Store
In-Store Media
Media

Signs
Signs Video
Video Kiosks
Kiosks
Blimps Carry the Message High and Wide
 Other Miscellaneous Outdoor Media

Wall
Wall Car
Car Top
Top
Drawings
Drawings Signs
Signs

Sidewalk
Sidewalk Ski
Ski Lift
Lift
Signs
Signs Poles
Poles
Media
Media
Options
Options
Parking
Parking Gasoline
Gasoline
Meters
Meters Pumps
Pumps

ATM
ATM Trash
Trash
Displays
Displays Cans
Cans
Trucks Become Billboards on Wheels
Transit Advertising Media

Platform
Platform
Posters
Posters

Station
Station Terminal
Terminal
Posters
Posters Posters
Posters

Inside
Inside Outside
Outside
Cards
Cards Posters
Posters
Miscellaneous Outdoor Media Include Car-Tops
Terminal Posters Gain Attention
 Outdoor Advertising Pros & Cons
Advantages Disadvantages
Wide
Wide local
local coverage
coverage Waste
Waste coverage
coverage

High
High frequency
frequency Limited
Limited message
message capability
capability

Geographic
Geographic flexibility
flexibility Wearout
Wearout

Creativity
Creativity High
High cost
cost

Creation
Creation of
of awareness
awareness Measurement
Measurement problems
problems

Efficiency
Efficiency Image
Image problems
problems

Sales
Sales effectiveness
effectiveness

Production
Production capability
capability Timeliness
Production Capability
Timeliness
Production Capability
Transit Advertising Pros & Cons

Advantages Disadvantages

Exposure
Exposure Reach
Reach

Frequency
Frequency Mood
Mood of
of the
the Audience
Audience
Measurement in Out-of-Home Media

Competitive
Competitive Media
Media Reports
Reports

Simmons
Simmons Market
Market Research
Research Bureau
Bureau

Point
Point of
of Purchase
Purchase Advertising
Advertising
Institute
Institute

Sources
Sources OAAA
OAAA

Traffic
Traffic Audit
Audit Bureau
Bureau

Scarborough
Scarborough

APTA
APTA
Promotional Products Marketing

The
The advertising
advertising or
or promotional
promotional
medium
medium or or method
method that
that uses
uses
promotional
promotional products,
products, such
such as
as ad
ad
specialties,
specialties, premiums,
premiums, business
business
gifts,
gifts, awards,
awards, prizes,
prizes, or
or
commemoratives.
commemoratives.
Promotional Products Pros & Cons

Advantages Disadvantages
Selectivity
Selectivity Poor
Poor image
image

Flexibility
Flexibility Saturation
Saturation

Frequency
Frequency Lead
Lead Time
Time

Economy
Economy

Goodwill
Goodwill

High
High recall
recall

Augmentation
Augmentation
Forms of Yellow Pages

Internet
Internet
Yellow
Yellow Pages
Pages

Specialized
Specialized Other
Other
directories
directories Services
Services
Yellow Pages

Advantages Disadvantages
Wide
Wide Availability
Availability Market
Market Fragmentation
Fragmentation

Action
Action Oriented
Oriented Timeliness
Timeliness

Low
Low Cost
Cost Lack
Lack of
of Creativity
Creativity

Frequency
Frequency Lead
Lead Times
Times

Non-Intrusiveness
Non-Intrusiveness Clutter
Clutter

Size
Size Requirements
Requirements
Advertising in Movie Theatres
Advantages Disadvantages
High
High Exposure
Exposure Irritation
Irritation

Audience
Audience Mood
Mood Cost
Cost (Maybe)
(Maybe)

Cost
Cost (Maybe)
(Maybe)

Good
Good Recall
Recall

Lack
Lack of
of Clutter
Clutter

Proximity
Proximity

Segmentation
Segmentation
Types of In-Flight Advertising

Magazines
Magazines Catalogs
Catalogs

Radio
Radio Videos
Videos
 In-Flight Advertising

Advantages Disadvantages
High
High Potential
Potential for
for
A
A Desirable
Desirable Audience
Audience Irritation
Irritation

Limited
Limited Availability
Availability of
of
A
A Captured
Captured Audience
Audience Medium
Medium

Lack
Lack of
of Audience
Audience
Low
Low Relative
Relative Cost
Cost Attention
Attention

Segmentation
Segmentation Potential
Potential for
for Rapid
Rapid
Possibilities
Possibilities Wearout
Wearout
 Nontraditional Support Media

Product
Product
Placements
Placements

Product
Product
Others
Others Integration
Integration
Branded
Branded
Entertainment
Entertainment
Ad-Supported
Ad-Supported Advertainment
Advertainment
VOD
VOD

Content
Content
Sponsorship
Sponsorship
 Branded Entertainment
Advantages Disadvantages
High
High Exposure
Exposure High
High Absolute
Absolute Cost
Cost
High
High Frequency
Frequency Time
Time of
of Exposure
Exposure
Media
Media Support
Support Limited
Limited Appeal
Appeal
Source
Source Association
Association Lack
Lack of
of Control
Control
Economy/High
Economy/High Recall
Recall Public
Public Reactions
Reactions
Bypass
Bypass Regulations
Regulations Competition
Competition

Viewer
Viewer Acceptance
Acceptance Negative
Negative Placements
Placements

Targeting
Targeting Clutter
Clutter
Measurement in Branded Entertainment

Nielson
Nielson Media
Media Research
Research

IAG
IAG Research
Research
Services
Services
Deutsch/iTVX
Deutsch/iTVX

Brand
Brand Advisers
Advisers
 Miscellaneous Other Media

Parking
Parking lot
lot
ads
ads

Videogame
Videogame Bathroom
Bathroom ads
ads
ads
ads

Place-based
Place-based
Others
Others media
media
Miscellaneous Alternative Media

Advantages Disadvantages
Awareness
Awareness and
and Irritation
Irritation
Attention
Attention

Cost
Cost Efficiencies
Efficiencies Wearout
Wearout

Targeting
Targeting