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.

Outdoor Media Options

Posters Superboards Backlit posters Electronic Street level Mural

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

10 x 20 Front lit illumination Available in Top 10 markets, mid/small communities across country Excellent mass distribution

Superboards

Front lit 10 x 44 and 14 x 48 Vinyl Reusable Space extensions

Backlights

23 x 10 horizontal 14 x 19 vertical Rear illuminated Printed on vinyl Reusable

Wall Mural - Painted

Urban art Painted directly on the wall Located in high profile areas in Toronto Various sizes

Wall Mural - Banner

Various sizes Vinyl Landmark locations in Toronto

Other Outdoor Media Options

Wall Drawings Sidewalk Signs Parking Meters Car Top Signs Ski Lift Poles Gasoline Pumps Trash Cans

Media Options

ATM Displays

Buying Outdoor
Typically purchased for 4 weeks. Provide 25 to 125 GRPs per day. Tailor to each market. Location?

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.

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

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 drivers 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 11h x 35w Super Interior 11h x 70w

Vertical Posters
28 h x 20 w Toronto subway cars and on station walls by the escalators

Subway Platform Posters

4 x 6 Toronto subway Standard size same as a TSA Backlits available at Bloor and Dundas stations

Bloor Backlit

Backlit 50s and 100s

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.

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

Smaller backlit posters Superboards near terminal Other types of displays depending on media company and airport terminal

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

Involves bringing the advertising medium to consumers, wherever they may be.

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

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.

$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 Control for Selective Exposure No

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.

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

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

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

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

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.
1.

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