OUT-OF-HOME, DIRECTMARKETING, AND

SPECIALTY ADVERTISING

Other Media…

14-2

Class Objectives

Discuss the pros and cons of outdoor advertising

Explain types of, and buying, outdoor advertising

Detail transit & other out-of- home advertising options

Discuss the pricing of transit & other out-of-home media

Learn the types of direct marketing

Explain advertising specialties and premiums

14-3

Out-of-Home Media Spending

Outdoor Advertising

BILLBOARDS AND DIGITAL BILLBOARDS

14-5

Total Outdoor Ad Spending

14-6

Pros of Outdoor Advertising

• Permanence. The ad message is there 24 hours a day, 7 days a week. It can’t be fast-forwarded or turned off.

• Geographic & demographic targeting. Outdoor ads are a premier option for targeting a geographic region and/or areas with specific demographics.

• Cost. Outdoor offers low costs per impression.• Impact. Advertisers with short, simple messages can build up

GRP’s very quickly because ads are seen many times. • Creativity. Advancing technology and the size of the ad display

offer advertisers many creative options.

14-7

Cons of Outdoor Advertising

• Fleeting message. Viewers pass by quickly, so ads must be brief and visually appealing.

• Control. Unlike other media, outdoor doesn’t generally offer the advertiser an opportunity to inspect each outdoor poster panel.

• Perception. The appeal of outdoor ads can be hampered by the environment in which they’re housed. And many people see outdoor ads as visual pollution.

• Planning & costs. Outdoor messages can take 6-8 weeks lead time, and initial production costs can be high. National advertisers may have to buy from hundreds of companies.

14-8

Standardized Outdoor Advertising

8-SheetPosters

30-SheetPosters

BulletinStructures

Digital Billboards

14-9

Bulletin Example: Garcia’s

Buffalo, NY Irish pub stirs interest with bulletin series.

• Bulletin = 14 feet high x 48 feet wide, plus extensions• Best in high-traffic areas

• Ideal for long-term campaigns

14-10

Creative Bulletin Example: Museum

14-11

Photo c/o blog.abracadaban.com

Creative Bulletin Example: Silberman’s

14-12

Photo c/o articles.mercola.com

Creative Bulletin example: PSP

14-13

30-Sheet Poster Panel

Photo c/o clearchanneloutdoor.com

• 30-Sheet Poster Panel = 12 feet high x 25 feet wide• Most used form of outdoor advertising

• Less costly than bulletins, often illuminated

14-14

Creative 30-Sheet Example: IKEA

Photo c/o blog.abracadaban.com

14-15

8-Sheet Poster Panel

• 8-Sheet Poster Panel = 5 feet high x 11 feet wide• Typically in urban areas with pedestrian & vehicle traffic

• Costs about half of a 30-sheet poster panel • Best for audiences closest to point of purchase

14-16

Digital Billboards

Photo c/o allposters.com

• Incorporate movement, color and flashy graphics

•Becoming more common

•Come in a variety of shapes and sizes

•Easy and inexpensive to produce

•$1200-$10,000/month, depending on location

•Allow ads to rotate

14-17

Digital Billboard Example

Photo c/o banbillboardblight.com

14-18

Buying Outdoor Advertising

100 showing = 100 gross rating points (GRP) daily

• 1 GRP = 1% of the population• How many billboards to achieve exposure to the

equivalent of 100% of the population?• Can purchase 75, 50 or 25 GRP’s for less saturation• Standard billboard is $550-$2000/month per location• Average CPM = $1.45

Total GRP = daily GRP x days of campaign• Example: 25 daily GRP x 30 days = total GRP of 750

14-19

Regulation of Outdoor Advertising

Highway Beautification Act (1965): controls advertising on U.S. interstate highways and other federally subsidized highways. • By 1991, over 700,000 billboards had been removed

from highways.

Federal Law

State Laws

Each state regulates and enforces outdoor ad laws. • Four states – ME, VT, AK and HI – prohibit outdoor

advertising.

Transit Advertising

ADVERTISING AROUND PUBLIC TRANSPORTATION AND

AIRPORTS

14-21

Pros of Transit Advertising

• Exposure time. The average transit ride is 25 minutes.

• Frequency. Many people take the same routes every day, so an ad may be seen several times by the same commuters.

• Low cost. Transit ads are typically very inexpensive.

• Recall. When riders get bored, readership is high, and ad recall averages 55%.

• Need satisfying. Transit ads can target the specific needs of riders in their geographic area: food, retail, etc.

• Creativity. The range of possibilities is vast for the cost.Photo c/o nycsubwaymap.info

14-22

Cons of Transit Advertising

• Status. Transit advertising lacks the social status of major media like TV, interactive and print.

• Environment. During rush hours, crowding limits the ease and opportunity of reading ads. If the vehicle is dirty, the ad may suffer.

• Clutter. Ads can be so numerous and look so similar that they can be hard to remember.

Photo c/o adsoutdoor.com

14-23

Terminal Poster

Photo c/o billboardconnection-nbaltimore.com

• One-, two- and three-sheet options in bus, subway and airline terminals

• Can be illuminated like the one shown right

14-24

Transit Shelter Advertising

Photo c/o commarts.com

• Reaches everyone who passes by the stop or station

• Inexpensive• Possible in places

even where other outdoor advertising is prohibited

14-25

Inside Card

Photo c/o nickrunyan.com

• Placed on a wall rack, usually above or near windows

• Car-end posters are available at the ends of cars in the bulkhead positions

14-26

Inside Card/Poster

Insert photo 18.14, p. 594

Taxicab hubcap ad for Taco Bell

Position = 2.9” horiz., 1.5” vertical

Size = 4.6” TALL

Resolution: 300 dpi

14-27

Outside Poster: Side of Bus

Photo c/o joystiq.com

• Printed on high-grade cardboard

• Often varnished for weather resistance

• Usually on the sides, rears and front of buses

• Can also be available on taxi cabs

14-28

Outside Poster: Rear of Bus

Photo c/o directmediausa.com

14-29

Buying Transit Advertising

• Transit advertising is purchased per unit per vehicle• Reach measured in gross rating points (GRP)• Frequency/commitment discounts apply

Gainesville, FL transit ad rates (buses)http://www.advertisewithrts.com/files/advertisingRTS_transit.pdf

Tulsa, OK transit ad rates (buses & shelters)http://www.tulsatransit.org/transit-programs/transit-ads/why-transit-advertising/

14-30

More Transit Options…

Special transit buys

14-31

Total Bus / Bus Wrap

Photo c/o wittysparks.com

14-32

Trolley Wrap

Photo c/o directmediausa.com

14-33

Brand Train

Photo c/o gawker.com

14-34

Handle Advertising

Photo c/o panelad.com

14-35

Escalator Ad

Photo c/o braincrumbtrail.com

14-36

Luggage Turnstile Ad

Photo c/o animalnewyork.com

Ad for Beau Rivage Resort & Casino in Biloxi, MS

14-37

Security Bin Advertising

14-38

Other Out-of-Home Advertising

Interesting ideasUnique locations

Innovative execution

14-39

Cinema Advertising

Photo c/o portfolios.aiga.org

14-40

Mobile Billboards

14-41

Digital Kiosks

Photo c/o fastcompany.com

14-42

Tower Takeover

Photo c/o freshcatch.wordpress.com

14-43

Elevator Wraps

Photo c/o listsoplenty.com

14-44

In-Elevator Digital Advertising

Photo c/o elevatoradvertising.eu

14-45

Truck Wrap

Photo c/o blog.abracadaban.com

14-46

Gas Station Ads

Photo c/o blog.abracadaban.com

14-47

ATM Advertising

Photo c/o blog.abracadaban.com

14-48

Covering up Construction Creatively…

Photo c/o billboard-outdoor.com

14-49

Shopping Bag Ads

Photo c/o blog.abracadaban.com

14-50

Public Restroom Advertising

Photo c/o freshcatch.wordpress.com

14-51

Parking Lot Advertising

14-52

What Do You Call THIS?

Photo c/o blog.abracadaban.com

Direct Marketing

ADVERTISING SENT DIRECTLY TO PROSPECTS

14-54

Types of Direct Marketing

E-Mail

Sales Letters, Postcardsand Business-Reply Mail

Folders, Brochuresand Broadsides

Self-Mailers

Statement Stuffers

House Publications

Catalogs

14-55

Pros of Direct Marketing

• Targeting. Direct marketing helps advertisers reach the people most likely to act on their offer.

• Flexibility. The variety of formats and options allow unlimited creativity.

• Control. Advertisers can preprint their pieces to control circulation and reproduction quality.

• Exclusivity. Advertisers need not share a piece with other companies.

• Response rates. Direct mail receives high response rates, and about 15% of them arrive within a week, so advertisers know immediately if a campaign is successful.

Photo c/o opubco.com

14-56

Cons of Direct Marketing

• Cost. Direct mail has the highest cost per exposure of any major medium.

• Delivery. The USPS doesn’t offer precise delivery date commitments on 3rd class mail. And bad addresses may impact up to 10% of pieces.

• Perception. People think of direct mail as “junk mail.”

• Lack of content. Direct marketing has to capture a person’s attention without the support of entertainment or editorial support.

Photo c/o adsoutdoor.com

14-57

Components of Direct-Mail Advertising

Acquiring Direct-Mail Lists

Production and Handling

Distribution

HouseDatabase

Rented Mail-Response

Compiledby Broker

14-58

Developing the Offer

Offer

Clear and specific

Offer value

Believable

Easy to acquire

14-59

Advertising Specialties & Premiums

Specialty items are free items with company logos and ad messages

Consumer Specialties

Business-to-Business Specialties

Premiums are usually more valuable items and require the receiver to take action: buy a product, send in a coupon, attend an event.