OUT-OF-HOME, DIRECT MARKETING, AND SPECIALTY ADVERTISING Other Media…
OUT-OF-HOME, DIRECTMARKETING, AND
SPECIALTY ADVERTISING
Other Media…
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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
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Out-of-Home Media Spending
Outdoor Advertising
BILLBOARDS AND DIGITAL BILLBOARDS
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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.
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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.
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Standardized Outdoor Advertising
8-SheetPosters
30-SheetPosters
BulletinStructures
Digital Billboards
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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
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Creative Bulletin Example: Museum
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Photo c/o blog.abracadaban.com
Creative Bulletin Example: Silberman’s
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Photo c/o articles.mercola.com
Creative Bulletin example: PSP
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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
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Creative 30-Sheet Example: IKEA
Photo c/o blog.abracadaban.com
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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
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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
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Digital Billboard Example
Photo c/o banbillboardblight.com
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Outside Poster: Rear of Bus
Photo c/o directmediausa.com
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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/
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More Transit Options…
Special transit buys
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Total Bus / Bus Wrap
Photo c/o wittysparks.com
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Trolley Wrap
Photo c/o directmediausa.com
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Brand Train
Photo c/o gawker.com
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Handle Advertising
Photo c/o panelad.com
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Escalator Ad
Photo c/o braincrumbtrail.com
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Luggage Turnstile Ad
Photo c/o animalnewyork.com
Ad for Beau Rivage Resort & Casino in Biloxi, MS
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Security Bin Advertising
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Other Out-of-Home Advertising
Interesting ideasUnique locations
Innovative execution
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Cinema Advertising
Photo c/o portfolios.aiga.org
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Mobile Billboards
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Digital Kiosks
Photo c/o fastcompany.com
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Tower Takeover
Photo c/o freshcatch.wordpress.com
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Elevator Wraps
Photo c/o listsoplenty.com
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In-Elevator Digital Advertising
Photo c/o elevatoradvertising.eu
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Truck Wrap
Photo c/o blog.abracadaban.com
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Gas Station Ads
Photo c/o blog.abracadaban.com
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ATM Advertising
Photo c/o blog.abracadaban.com
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Covering up Construction Creatively…
Photo c/o billboard-outdoor.com
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Shopping Bag Ads
Photo c/o blog.abracadaban.com
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Public Restroom Advertising
Photo c/o freshcatch.wordpress.com
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Parking Lot Advertising
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What Do You Call THIS?
Photo c/o blog.abracadaban.com
Direct Marketing
ADVERTISING SENT DIRECTLY TO PROSPECTS
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Types of Direct Marketing
Sales Letters, Postcardsand Business-Reply Mail
Folders, Brochuresand Broadsides
Self-Mailers
Statement Stuffers
House Publications
Catalogs
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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
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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
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Components of Direct-Mail Advertising
Acquiring Direct-Mail Lists
Production and Handling
Distribution
HouseDatabase
Rented Mail-Response
Compiledby Broker
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Developing the Offer
Offer
Clear and specific
Offer value
Believable
Easy to acquire
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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.