by saurabh sharma
TRANSCRIPT
BY - SAURABH SHARMA
ICBM-SBE COLLEGE
HYDERABAD
PGDM (MARKETING)
OUT OF HOME ADvERTISING
ADVERTISING :
To give public notice or to announce publicly.
Paid form of non personal communication.
Different types of media :
Newspapers,Magazines,Radio,Television ,
Outdoor,Directmail
WHY ADVERTISE ;
To stimulate sales
To communicate
To retain loyalty
To project an image
OVERVIEW :
First newspaper of the Indian subcontinent, was the ‘Bengal Gazatte’ started by James Augustus Hicky
The 1st Indian ad agency, the Indian Advertising Agency, launched in early year of the 20th century
By the 1920s a number of Indian agencies were working from the major Indian cities like Madras, Bombay, Calcutta & Tiruchirapalli.
WHAT IS OUT-OF-HOME ADVERTISING ?
Out of home advertising is focused on marketing to 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).
Out of home advertising formats fall into four main categories: billboards, street furniture, transit, and alternative.
The OOH advertising industry in the USA includes more than 2,100 operators in 50 states representing the major out of home format categories.
OOH MEDIA VEHICLES
Billboards Reaches audience with high-impact, strategic
positioning
Provides clutter free messages in a uniquely customized environment
Innovation have made it more attractive & profitable
In terms of revenue billboards contribute nearly 60% to the OOH sector
OOH MEDIA VEHICLES
Gantries
Usually built on high-traffic roads or routes
with several lanes
Similar gantries are used in railways
signaling on multi-track lines.
OOH MEDIA VEHICLES
STANDEE
Is a large self standing display promoting a
movie, product or event
Displayed in theatre lobbies or music stores
in advance of film & music releases
Recent advances in digital photography &
print-on-demand technology have made
them widely available to the public
OOH MEDIA VEHICLE
TABLEAUX
Tableau vivant is French for “Living picture”
It is a blend of stage art & painting or
photography
Of this short are sometimes casually called
“staged photography”
CONSUMERS’ ON – THE – GO
BUS STATION BUS BRANDING
TRAIN BRANDING RAILWAY STATION SIGNAGES
BUS SHELTER CENTRAL MEDIANS
HOARDINGS
OUT-OF-HOME ADVERTISING AT AIRPORT
Airport have emerged as the costliest
advertising spots
Occupies 25-30% of total advertising space
From being conventional to innovative
vehicles
This revolution began with privatization of
airports
A key factor is the time spent by the travelers
PRICING OF OOH AD SPACE
Airport are the most expensive ooh ad space
It cost anywhere between 15-20lakh a month
Mumbai’s Patel bridge is however an exception costing 7.5lakh for 10 days slot
Bus shelters cost around 65000 a month & billboards cost anywhere between 50000 –3lakhs
Digital screens costs 30000-35000 per venue per screen
NEON SIGNS
ADVANTAGES OF OUT-OF-HOME AD
Wide coverage of local markets
Frequency of exposure
Geographic flexibility –
Can be placed almost anywhere that laws permit.
Local, national, regional market may be recovered
Creativity –
Large print, colors, & other elements attract attention
CONTINUE………..
Ability to create awareness –
Because of its impact & single message
Effectiveness –
Survey by BBDO advertising indicates 35%
of consumers called a number they saw on
an out-of-home advertising
Location
DISADVANTAGES OF OOH AD
Waste coverage
Limited message capabilities
Wear out - people get tired of the same sign
Measurement problem – Difficulty to
measure reach, frequency, & other effects
Image problem
Availability of location
OOH VIDEO