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Out-of-Home Advertising

Out-of-Home Advertising

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Out-of-Home Advertising

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  1. Out-of-Home Advertising Advertising Mr. Yates

  2. What is “out-of-home” anyway? • Out-of-home is literally any form of advertising that reaches a consumer out of their home. • Hence, it is in contrast with broadcast, print, and internet advertising.

  3. So, like billboards? • Yes, but there are over 100 different formats, other than billboards. • The focus is targeting the 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).

  4. The great outdoors… • Outdoor advertising formats fall into four main categories: • billboards, street furniture, transit, and alternative.

  5. Good old billboard, and friends • They have been around for more than 100 years. • There are traditional billboards, digital billboards, mechanical billboards, and mobile billboards.

  6. Costs (traditional billboards) • The cost of putting up a billboard can vary greatly. But the average figure can run anywhere from $600 to $2,500 a month. • While it may sound like a lot, it is comparable to ads run in major newspapers or phone books. • The biggest advantage is that a billboard is advertising for you 24 hours a day, 7 days a week, to a large number of people. • In that sense, it is definitely worth the money to advertise on a billboard.

  7. DOOH! ----- • Digital out-of-home refers to dynamic media distributed across placed-based networks in venues including cafes, bars, restaurants, health clubs, colleges, arenas and public spaces. • DOOH networks typically feature screens, kiosks, jukeboxes and jumbotrons. • DOOH media benefits location owners and advertisers alike in being able to engage customers and/or audiences and extend the reach and effectiveness of marketing messages. (It is also referred to as Digital Signage.)

  8. DOOH (continued) • DOOH also includes stand-alone screens, kiosks, and interactive media found in public places. • The availability of inexpensive LCD screens with built-in media players has opened the door for companies to add interactive video messages in Point of Purchase (POP) Displays. • The displays allow consumers to get additional information at the moment of decision on a product or service. • Growth in the DOOH industry has been increasing with more POP manufacturers, advertisers, and content developers moving to digital

  9. Non DOOH • 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. • 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.

  10. Mechanical Billboards • What these billboards do is show three separate advertisements in a rotation that is moved with the use of a mechanical system. • Triangular prisms are uniquely rearranged, so the billboards surface can be rotated to show three separate flat display surfaces.

  11. Scrolling Billboards • Done by using multiple images via a roll-up mechanism that is computer controlled. • Backlit vinyl is used to print images that can then be seen easily at night as well as in daylight

  12. Mobile Billboards • The mobile billboard industry began by printing large banners that were then mounted onto panels and installed on large flat bed trucks. • These trucks were used solely for advertising space, and they were parked in locations that were highly visible to consumers, such as near sporting venues or entertainment centers. • They could then be moved to other locations and parked, targeting a different audience.

  13. Goin’ Mobile • 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.

  14. Modern Mobile Billboards

  15. Other forms…

  16. Bathroom billboards… • Is nothing sacred?

  17. So how much is out there? • 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

  18. Sources: • •