Experiential Opportunities
Experiential Opportunities
Billboards Rail & Bus Street MallsSubway Furniture
Station Domination: Amstel Light
Billboards Rail & Bus Street MallsSubway Furniture
Station Domination: Bravo Top Design
Billboards Rail & Bus Street MallsSubway Furniture
Station Domination: Westin GCS
Billboards Rail & Bus Street MallsSubway Furniture
Interior Train Wraps
Outdoor works with other media as well…
OOH = Impact!
FRAGMENTATION
Some advertising isn’t working like it once did
Medium 1970 2005TV Channels per HH 7 80+Magazine Titles 9,500 25,000+ Radio Stations 6,500 12,000+
CONSUMER CHOICES
Consumers can choose their content on-demand
CBS Out-of-Home Program w/ Spot TV Schedule
MEDIA TYPE:
Monthly Cost
# of Units/GRPs
% Reach DMA
3+ Eff. Reach DMA
Avg. Frequency
# of Imp.
CPM (Imp.)
Hypothetical Spot TV
Schedule
$1,505,227
552 GRPs
72.9%
58.2%
7.6x
70,356,000
$21.39
Reduced Spot TV
Schedule
$935,695
346 GRPs
66.3%
47.0%
5.2x
44,025,000
$21.25
CBS Outdoor Bulletins & Shelters &
KSBPs
$569,183
1,100 GRPs (20 Bulletins + 115 Shelters + 325
KSBPs)
88.7%
73.4%
12.4x
140,774,000
$4.04
CBS Outdoor OOH Program
+ Reduced Spot TV
$1,504,878
1,445 GRPs
96.2%
89.1%
15.0x
184,800,000
$8.14
Notes: The hypothetical Spot TV budget was set to approx. $1.5million.CBS OOH Program: 2007 4-Week Planning RatesCBS Outdoor Bulletin Coverage: Los Angeles, Orange County, Riverside & San Bernadino Counties, CA.CBS Outdoor Shelter Coverage: Los Angeles CountyCBS Outdoor Bus Coverage: Los Angeles & San Bernadino CountiesSpot TV CPPs: SQAD-MMG 3rd Qtr. 2007 EstimatesSpot TV GRP distributions: 25% Daytime, 25% Primetime, 25% Early Fringe and 25% Late Fringe
Target: Adults 18+ Market: Los Angeles DMA
TV’s Light Viewers are Similar to
Outdoor’s Heaviest Drivers
40%
28%
19%
9%
4%
15%
20%
21%
22%
22%
0%
20%
40%
60%
80%
100%
% of TV Viewing % of Miles Driven
- Media Audit, OAAA
Outdoor Makes Radio VISUAL
Higher Vehicle Mileage =
More Time With RadioMore Time With Radio
0
0.5
1
1.5
2
2.5
3
3.5
Hours
1 - 99
Vehicle Milers Per Week
2:45(hr:min)
100 - 260 Vehicle Miles
Per Week
2:50(hr:min)
261 or More Vehicle Miles
Per Week
3:27(hr:min)
Source: 2003 Arbitron Inc./Edison Media Research In-Car Study
80% of Heavy Outdoor Viewers Listen
64% 62%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
5am-10am 3pm-7pm Combined
Source: Media Audit
to the radio during to the radio during rush hourrush hour
Outdoor Compliments Magazine Graphics
Outdoor Compliments Magazine Graphics
Outdoor Cuts through Newspaper Clutter
Source: 2003 Arbitron Inc./Edison Media Research In-Car Study
2:12
1:10
0:41
In-Car Internet ReadingNewspaper
Average Daily Media Time Spent Average Daily Media Time Spent (Hours:Minutes)(Hours:Minutes)
OUTDOOR Stands Alone as an Overall High Impact Media Buy
Thank You!