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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-to-day activities. The Role of Support Media.

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the role of out of home 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-to-day activities.

the role of support media
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.

outdoor media
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
Outdoor Media Options
  • Posters
  • Superboards
  • Backlit posters
  • Electronic
  • Street level
  • Mural
posters
Posters
  • 10’ x 20’
  • Front lit illumination
  • Available in Top 10 markets, mid/small communities across country
  • Excellent mass distribution
superboards
Superboards
  • Front lit
  • 10’ x 44’ and 14’ x 48’
  • Vinyl
  • Reusable
  • Space extensions
backlights
Backlights
  • 23’ x 10’ horizontal
  • 14’ x 19’ vertical
  • Rear illuminated
  • Printed on vinyl
  • Reusable
wall mural painted
Wall Mural - Painted
  • “Urban art”
  • Painted directly on the wall
  • Located in high profile areas in Toronto
  • Various sizes
wall mural banner
Wall Mural - Banner
  • Various sizes
  • Vinyl
  • Landmark locations in Toronto
other outdoor media options

Wall

Drawings

Car Top

Signs

Sidewalk

Signs

Ski Lift

Poles

Parking

Meters

Gasoline Pumps

ATM

Displays

Trash

Cans

Other Outdoor Media Options

Wall

Drawings

Car Top

Signs

Ski Lift

Poles

Media

Options

Parking

Meters

Gasoline Pumps

ATM

Displays

Trash

Cans

buying outdoor
Buying Outdoor
  • Typically purchased for 4 weeks.
  • Provide 25 to 125 GRPs per day.
  • Tailor to each market.
  • Location?
audience measurement for outdoor media
Audience Measurement for Outdoor Media
  • Done by Canadian Outdoor Measurement Bureau (COMB).
strengths of outdoor media
Strengths of Outdoor Media

Reach

Frequency

Geographic Coverage

Creativity for Emotional Responses

Cost Efficiency

Scheduling Flexibility

Selective Exposure

Attention

limitations of outdoor media
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

transit media
Transit Media
  • Transit targets the millions of people exposed to commercial transportation facilities.
    • Buses, subways, light-rail trains, airplanes.
commuter transit options
Commuter Transit Options

Interior Transit Cards

Interior Door Cards

Exterior Posters

Station Posters

Transit Shelter Posters

Superbus

Subway Online

transit shelters
Transit Shelters
  • 4’ x 6’
  • National coverage
  • Specific targets
  • Backlit
  • 10,000 faces located on key transportation routes in major markets
king posters
King Posters
  • 30” h x 139” w
  • Urban coverage of Toronto and other major cities across Canada
  • Reusable
super kings
Super Kings
  • 30” h x 192” w
seventy posters
Seventy Posters
  • 21” h x 70” w
  • Urban coverage of Toronto and other major cities across Canada
vinyl wraps
Vinyl Wraps

Full wraps - Vinyl application on both sides and the back of the bus.

Murals - Vinyl application on the driver’s side of the bus only.

vinyl wraps1
Vinyl Wraps

Full Backs - Vinyl application on the back of the bus only.

Streetcar wraps – Vinyl application on both sides and the back of a streetcar.

subway wraps
Subway Wraps
  • Vinyl application of both sides of a subway train
  • 2 cars sold together.
interior cards
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
Vertical Posters
  • 28” h x 20” w
  • Toronto subway cars and on station walls by the escalators
subway platform posters
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
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
Ceiling Decals
  • Available in buses only
  • Maximum size of 2’ x 4’
stair risers
Stair Risers
  • Available on a station specific basis, or as part of a stationdomination.
turnstiles
Turnstiles
  • Roadblock the consumer entering or leaving the station.
  • Turnstiles are sold as a package
buying transit media
Buying Transit Media
  • Usually sold on a 4 week basis.
  • Range of GRPs is varied, from a low of 5 GRPs to a high of 100 GRPs.
  • Tailor to each market.
strengths of transit advertising
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
Limitations of Transit Advertising

Media Image

Target Audience Selectivity

Target Audience Coverage

Creativity for Cognitive and Emotional Responses

Clutter

Attention

Involvement

airline transit options
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
Strengths of In-Flight Advertising

Target Audience Selectivity

Selective Exposure

Absolute Cost

limitations of in flight advertising
Limitations of In-Flight Advertising

Media Image

Scheduling Flexibility

Attention

place based media
Place-Based Media
  • Involves bringing the advertising medium to consumers, wherever they may be.
place based media options
Place-Based Media Options
  • Signage and displays in malls
  • Backlit posters, superboards, electronic message signs and video displays anywhere there is a sufficient number of people.
  • Indoor posters on university campuses to reach younger consumers.
  • Closed-circuit TV to reach travelers or patients in certain hotel or hospital rooms, respectively.
  • Small print ads in elevators or washrooms or on floors or escalator handrails.
strengths of place based media
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
Limitations of Place-Based Media

Poor Media Image

Clutter

Reach and Frequency

Target Audience and Geographic Coverage

Amount of Processing Time

Scheduling Flexibility

place based media at the movies
Place-Based Media at the Movies
  • Estimated $25 to $30 million is spent advertising in movie theatres: commercials, slides, posters, and sales promotions.
    • $15 million of that on commercials.
  • Overall revenue is still only 1% of the TV advertising revenue per year.
strengths of movie theatres as a media
Strengths of Movie Theatres as a Media

No Control for Selective Exposure

Cost

Clutter

Target Audience Selectivity

Target Audience Coverage

Geographic Coverage

Creativity for Processing Responses

Attention and Involvement

limitations of movie theatres as a media
Limitations of Movie Theatres as a Media

Media Image

Cost

Reach and Frequency

Scheduling Flexibility

Amount of Processing Time

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

Media Image

Scheduling Flexibility

Clutter

Frequency

Selective Exposure

yellow pages media
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
Strengths of Yellow Pages Media

Reach and Target Audience Coverage

Attention, Involvement, and Processing Time

Cost Efficiency and Absolute Cost

Frequency

Media Image

limitations of yellow pages media
Limitations of Yellow Pages Media

Geographic Coverage

Creativity for Cognitive and Emotional Responses

Scheduling Flexibility

Clutter

Target Audience Selectivity

Selective Exposure

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

Reach

Frequency

Creativity for Emotional Responses

Cost Efficiency

Geographic Coverage

Selective Exposure

Clutter

Involvement

limitations of product placement
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