Transcript Media Options

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.
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Outdoor Media Options
Posters
 Superboards
 Backlit posters
 Electronic
 Street level
 Mural
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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
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10’ x 20’
Front lit illumination
Available in Top 10 markets,
mid/small communities across
country
Excellent mass distribution
Superboards
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Front lit
10’ x 44’ and 14’
x 48’
Vinyl
Reusable
Space
extensions
Backlights
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23’ x 10’ horizontal
14’ x 19’ vertical
Rear illuminated
Printed on vinyl
Reusable
Wall Mural - Painted
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“Urban art”
Painted directly
on the wall
Located in high
profile areas in
Toronto
Various sizes
Wall Mural - Banner
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Various sizes
 Vinyl
 Landmark
locations in
Toronto
Other Outdoor Media Options
Wall
Drawings
Sidewalk
Signs
Parking
Meters
Car Top
Signs
Ski Lift
Poles
Media
Options
ATM
Displays
Gasoline
Pumps
Trash
Cans
Buying Outdoor
Typically purchased for 4 weeks.
 Provide 25 to 125 GRPs per day.
 Tailor to each market.
 Location?
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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
Transit Media

Transit targets the millions of people
exposed to commercial transportation
facilities.
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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
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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.
Murals - Vinyl
application on the
driver’s side of the
bus only.
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
 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
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Bloor Backlit
4’ x 6’
Toronto subway
Standard size – same as a TSA
Backlits available at Bloor and
Dundas stations
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’
Stair Risers
 Available on a station specific basis, or as part of a
station domination.
Turnstiles
 Roadblock the consumer entering or leaving the
station.
 Turnstiles are sold as a package
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.
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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
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Smaller backlit posters
 Superboards near terminal
 Other types of displays depending on media
company and airport terminal
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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
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Involves bringing the advertising medium
to consumers, wherever they may be.
Place-Based Media Options
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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
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
Place-Based Media at the
Movies

Estimated $25 to $30 million is spent
advertising in movie theatres:
commercials, slides, posters, and sales
promotions.
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$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 MediaNo 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
Media Image
Cost
Reach and Frequency
Scheduling Flexibility
Amount of Processing Time
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.
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Point-of-Purchase Options
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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
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Often referred to as a directional
medium.
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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, Involvement, and
Processing Time
Cost Efficiency and Absolute Cost
Frequency
Media Image
Limitations of Yellow Pages
Media
Geographic Coverage
Creativity for Cognitive and
Emotional Responses
Scheduling Flexibility
Clutter
Target Audience Selectivity
Selective Exposure
Product Placement
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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
Primary issue  The source as represented
by the plot, scenes, or characters of the
movie or TV show.
2. Creative use of the product impacts the
experience.
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Central role in scene
Mere showing of the product
Having character use or talk about product
Amount of time product is featured.
4. How many different vehicles a marketer
wants to be exposed in.
3.
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