Out of homeEmergenceStrengths and limitationsRatings/buyingBuying and evaluatingVerificationOutdoor advertising vs. out- of- home advertisingFor media planners, outdoor advertising means billboards onlyOut of home advertising means billboards plus anything and everything us you can see outside your homeOut of home is the bigger categoryProfileIn terms of reach, out of home isn’t really goodUsed for target markets that are local, and mobile target markets (people out and about)Out of home is largely used as a supplemental medium, rarely the primary means for a media plan, use out of home to boost levels of frequency or whateverIn terms of frequency, is goodIn terms of cost/impression, goodSupplementalIf your campaign is largely TV, out of home provides a realy strong visual to reinforce the tv campaignsIf you havea lot of ads on the radio, out of home provides the missing visualIf a lot of advertising comes to target market though magazines, out of home can boost the frequencyIf you have a campaign working through newspapers, out of home provides better graphics and thus impact it provides something that is missing from these primary medias, so it is supplementaryStrengths (what it can do that others can’t)In pioneering stage, it helps build brand name recognition effectivelyIn retentive stage, out of home provides reminders of the product and the brand (ex: sign of just a picture of coca cola on broad, just a reminder of the brand to people who are already aware)DrawbacksTarget markets exposure to out of home is voluntary and briefPeople have to choose to look that direct, brief because you can only glance at a billboardDesigning the piece of outdoor advertising is crucial b/c one second to deliver messageIt is voluntary and brief BECAUSE viewers are preoccupiedBy drivingThere are few premium sitesA spot where you can put outdoor ad that has a lot of trafficOutdoor advertising is criticized as “visual pollution”Junks up the surrounding areasBuying OOHHow media planners buying out of homeFirst thing they need is daily effective circulation (DEC)This gives a media planner an idea of how many people go buy a particular piece of out of home in a 24 hour periodHow this is calculated depends if the piece is lit or not (if the billboard or whatever has light on it) because then it is visible 24 hours a dayIf lit:24 hour traffic count x .64 (2/3)  because 2/3 who drive by actually see itIf not lit:24 hour traffic count x .45 (if not lit at night, half the time of seeing it doesn’t count)Add up DEC for all posters in allotmentYou buy a group of billboards/building sides (called an allotment) from a media companyBuying OOH: GRPs“Gross rating point”  percentage of the adult population per day in a single local marketso say each billboard in an allotment would be measured in terms of GRPsex: if a whole allotment generated 50 GRPs, this means every day 50% of the target market notices one of these signsin terms of outdoors, allotments come in sets of 50 or 100 GRPsmust get an idea how much each allotment costs and if it is a good ideaCalculating GRPPer allotmentGRPs = total DEC for allotmentTotal market populationGross impressionsGross impressions for reach is important to compare allotmentsMeasure of total exposures (duplicated audiences), how many total pairs of eyeballs see one of these adsGI = GRPs x continuityCost effectiveness$ per GRP = total cost of allotmentGRPs in allotment$ per 1,000 GI = total cost of allotmentGIs in allotment/1,000this is how they choose which one to go with, the one they choose is most cost efficientVerificationhow is out of home verified? How do I know this sign can be seen at night? And people drive by?A whole separate company that collects this info and sells it to out of home media companies and advertisers that verifies itTraffic Audit Bureau for Media Measurement (TAB)Market-based traffic dataCount how many cars go by in a 24 hour periodCheck the visibility of signs, trees haven’t grown over, lights are on, etc.Perception Research Services (PRS)Interested in whether people are paying attention to these messages and which one they are paying more attention toThey do eye tracking studiesSee where your pupils go, people drive around and check which signs people do and don’t look atThey claim that ¾ notice and read itThey believe the bigger the sign, the more it gets noticedSimmons Market Research Bureau (SMRB)They are interested in whether people remember what they sawConduct annual studies consisting of interviews of 25,000 people in the USThey ask questions about media usage (have you used media in the last week, which kinds, order of importance), collect data to see what media is used the most often and by which kinds of peopleAlso questions to evaluate recall (have you been out driving lately, do you remember seeing billboards and which one, which do you remember most)Buyer’s Guide to Outdoor AdvertisingAll this data is collected into one big catalogue, listing geographically organized of every company that sells out of home advertising space in the countryContact them to see what they have in terms of allotments and costsOther out-of-homea lot of this is driven by technological innovationsdigital and mobileTransit sheltersUseful out of home form, you can put a “billboard” on the side of a transit shelters, drivers and people standing by to catch the bus will see itBus billboardsMobile, boosting the reachBus wrapHeightened version of bus billboard, this is where you wrap the whole bus with a “billboard”, it will catch your eyeBuilding wallsSharp photos on buildings, attached to the wallDigital outdoorD3 sculptural mediaTech innovationsOut of home reviewLow cost, high frequency needsOut of home can really help you boost frequency at low costIf in addition you are worth local audiences plus mobile ones, out of home is goodIf you have a creative messageIf in pioneering of retentive stage, out of home is on your radarADPR 3100 1st Edition Lecture 10Outline of Last Lecture I. Media planninga. Trends and planningb. Strategyc. Schedulingd. Tactics Outline of Current Lecture II. Out of homea. Emergenceb. Strengths and limitations c. Ratings/Buyingd. Buying and Evaluatione. Verification Current LectureOut of home- Emergence- Strengths and limitations- Ratings/buying- Buying and evaluating - Verification  Outdoor advertising vs. out- of- home advertising- For media planners, outdoor advertising means