Objectives_1 Understand • Basic marketing strategy of out-of-home advertising • The various types of out-of-home media • The legislative environment of outdoor advertising
Objectives_2 Understand • Out-of-home advertising’s role in brand building • The complementary function of out-of-home media • Measurement of the outdoor audience
Pros of Out-of-Home Advertising • Advertising exposure to entire geographic market • High frequency • Low cost per exposure • Excellent supplemental media • Good for reminder messages
Cons of Out-of-Home Advertising • Unable to communicate detailed messages • Copy limited to 7-10 words • Viewed as a visual pollutant
The Outdoor Industry The Outdoor Advertising Association of America (OAAA) is the primary trade and lobbying organization for the outdoor industry.
The Outdoor Industry The Traffic Audit Bureau for Media Measurement (TAB) measures traffic for the outdoor industry.
Types of Out-of-Home Media • Place-based TV • Radio • Street furniture • Billboards • Transit • Alternative media • Place-based media
Local services and amusements Media and advertising Retail Insurance/real estate Public transportation, hotels, resorts Financial Restaurants Communications Automotive dealers and services Automotive, auto access, and equipment Exhibit 12.4 Top Outdoor Advertising Categories
McDonald’s Cingular Wireless Verizon Long Distance General Motors Anheuser-Busch Nextel Wireless Warner Brothers Movies Coca-Cola Verizon Wireless Miller Beer Cracker Barrel State Farm Geico Citibank Consumer Services Apple Computers Top Outdoor Brands
Factors Contributing to Popularity of Out-of-Home Media Increase in population mobility Cost Media fragmentation Advertiser diversification
Advantages of Out-of-Home Buys • Quickly builds awareness • Maintains and reinforces brand identity • Creates continuity by extending advertising themes beyond traditional media • Offers localized approach for national campaigns • High adaptability for messages and brands • Provides point-of-purchase reminder • Enhances direct-response offers
Changes in Out-of-Home Industry Consolidation of ownership Research Better creative opportunities Terminology
The Outdoor Advertising Plan • Clearly state objectives • Define the target market • Specify measurable goals • Coordinate the buy • Inspect postbuy (ride the boards)
Forms of Outdoor Advertising Poster panels Eight-sheet posters Painted bulletins Spectaculars
Exhibit 12.11 Outdoor Design Some color combinations are more effective than others
For Discussion • Why is a diversity of product categories important to the outdoor industry? • What are the primary uses of outdoor for most advertisers? • Why has transit advertising grown in recent years?