1 STATIC BILLBOARDS ARE IMPORTANT TO OOH INTERNAL USE ONLY - DO - - PowerPoint PPT Presentation

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1 STATIC BILLBOARDS ARE IMPORTANT TO OOH INTERNAL USE ONLY - DO - - PowerPoint PPT Presentation

Nov 09, 2022 284 likes •1.23k views

TAKE YOUR MESSAGE FURTHER WITH STATIC OOH 1 STATIC BILLBOARDS ARE IMPORTANT TO OOH INTERNAL USE ONLY - DO NOT INCLUDE THIS PAGE WITH CLIENT PRESENTATION Static billboards are a key foundation of the OOH ad industry and will continue to be for

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TAKE YOUR MESSAGE FURTHER

WITH

STATIC OOH

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STATIC BILLBOARDS ARE IMPORTANT TO OOH

Static billboards are a key foundation of the OOH ad industry and will continue to be for years to come as illustrated by these statistics:

  • Account for 55% of all OOH ad spend
  • Have generated 11 consecutive quarters of ad spend growth through Q1 2014

Two key advertiser uses for static faces is to convey location or directional information, along with creating awareness about a special deal or offer. To maximize reach and impact, advertisers typically want to have ownership of key geographic locations around the clock, and only static inventory delivers this important advertiser need. Static OOH inventory has a strong future, but the power of their revenue growth will be predicated on two important factors: (1) the use of OOH ratings to select faces that best deliver the target audience and fulfill advertiser expectations (2) excellent creative to maximize the impact and effectiveness of the ad message with the consumer

INTERNAL USE ONLY - DO NOT INCLUDE THIS PAGE WITH CLIENT PRESENTATION

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OOH – WHERE CONSUMERS ARE 70% OF WAKING HOURS

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OOH - TOP PERFORMING OFFLINE MEDIA 2013-2018

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STATIC BILLBOARDS – HIGHLY EFFECTIVE

BILLBOARDS Bulletin Junior Poster Poster Mobile Billboards Spectacular/Wall

  • The most widely-viewed OOH format
  • Time spent with OOH is rising, while declining for most other media
  • 60% of all travelers have viewed a billboard in the last week
  • Best CPM value of all media other than radio

Source: Arbitron, Borrell Associates, Wells Fargo Securities, Nielsen IMS

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OOH INNOVATION

OOH Ratings make bulletins and posters measurable

  • Like Nielsen, comScore – audited, reputable third-party
  • Can be utilized with multimedia planning - GRPs, TRPs and Demo’s
  • Available in agency planning software systems (e.g. IMS, Telmar)
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OOH INNOVATION

Improved Product

  • Looks better – PE is more vibrant
  • More flexible with shorter lead times
  • Better value with lower production cost
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OOH INNOVATION

Social – Local – Mobile integration

  • Billboards and posters are a physical reminder for social, mobile and

interactive ads, driving people ‘from the big screen to the small screen’

  • The physical, tangible reminder of virtual advertising
  • Proven to drive click-through, searches, mobile transactions and

consumer action

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OOH INNOVATION

Local ad solution for national advertisers

  • Ability to target audiences at the neighborhood and zip code level
  • Most efficient local advertising option at CPM level, compared to spot

TV and spot radio

  • OOH is 24/7 – it’s always on, unlike other media
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OOH UBIQUITY

Recency/Adjacency

  • Bulletins and posters are closest to the point of purchase/transaction
  • Ability to target locations near major retailers

Well-positioned for domination strategies

  • “Targeted ubiquity” – allows you to target and OWN an entire

demographic, location, neighborhood, zip code in a local market

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OOH UBIQUITY

Presence

  • Goes where other media can’t go - can’t be delayed, skipped or turned off

Builds reach and frequency within an integrated media plan

  • By reaching consumers away from home
  • Reinforcing, extending, supporting other media – OOH is complementary
  • CPM linking to local media plan – make it more efficient (R&F)
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OOH UBIQUITY

Scale

  • Billboards are available in practically every market
  • Provide high profile visibility
  • Allow advertisers of all sizes to compete on the same scale with national

brands - making small advertisers BIG!

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OOH CREATIVE IMPACT

Larger than life, impactful, immersive, breaks through the clutter The “people’s space” – the original social media Contextual – right message at the right time at the right place

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OOH CREATIVE IMPACT

Core message for a brand – simple, clear, single-minded Extends and reinforces other creative in an integrated campaign Provides less ad message clutter and competition than other media

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OOH CUSTOMER-CENTRIC FOCUS

OOH Ratings offer targetability and metrics of the audience Industry standardized RFPs, proof of performance, photography Shorter/compressed posting schedules allow faster, more flexible campaigns

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17 $2.10 $7.80 $5.00 $9.00 $13.00 $17.50 $10.30 $12.60 $14.70 $22.30 $9.50 $18.50 $25.00 $3.38 $3.63 $8.65 $8.40 $10.90 $11.10 $21.30 $28.00 $43.00 $22.50 $56.50 $- $10.00 $20.00 $30.00 $40.00 $50.00 $60.00

Radio Online Broadcast TV Cable TV OOH Magazines Newspapers Direct Mail

Source: Wells Fargo Securities Non-OOH Media – 2008, Nielsen IMS OOH Media - 2011

CPM COMPARISONS FOR MAJOR MEDIA

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CONSUMERS ARE 33% MORE ALERT WHEN OUT OF HOME

Heightened alertness can lead to higher absorption and recall of advertising

Source: Outdoor Media Centre

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POINT OF PURCHASE DECISION

5% 5% 9% 16% 21% 25% 35% 53%

0% 10% 20% 30% 40% 50% 60% 70% 80%

at work in your car

  • ther

any place

Sometimes Frequently 26% 31% 44% 69%

Over two-thirds of travelers make purchase decisions outside of their home either frequently or sometimes. Nearly one-third of travelers make purchase decisions in their car.

Source: Arbitron

Where Purchase Decisions are Made

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  • 26% visited WEBSITE advertised

Online Transactions

OOH ADVERTISING – DRIVES ENGAGEMENT

  • 39% visited STORE advertised
  • 40% visited RESTAURANT advertised
  • 29% shopped a SALE in-store that week
  • 40% view DIRECTIONAL ads
  • 26% IMMEDIATELY visited business

Local Businesses

Source: Arbitron

Consumers who viewed any billboard in the past month…

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OOH ADVERTISING – PRODUCES RESULTS

  • 39% TALKED about product advertised
  • 24% RECOMMENDED a product
  • 40% WATCHED a TV program
  • 23% LISTENED to a radio station
  • 18% CALLED phone number advertised
  • 33% ATTENDED event advertised

Driving Action and Word of Mouth

Source: Arbitron

Consumers who viewed any billboard in the past month…

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OOH MEDIA DELIVERS YOUNG, AFFLUENT CONSUMERS

Mega-Milers, the heaviest travelers who account for the majority of OOH ad impressions, are 3X as likely to live in an upper-income household compared to light travelers. OOH viewers over index among Adults 25 – 54, and HHI $50K+ and $75K+ OOH media viewers overall are more likely to be younger and live in upper-income households.

Source: Arbitron

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Market definitions shared with all local media 203 DMAs / 879 CBSAs OOH RATINGS – PROVIDES MEDIA COMPARISON

Atlanta DMA: 2,911 Posters Population Average Total IMPs Average In- Market IMPs Average Rating Adults 18+ 4,848,649 50,366 48,320 1.00 Adults 25-54 2,929,128 30,221 29,370 1.02 Income $75+ 1,896,010 20,971 20,380 1.07 Atlanta Sandy Springs - Marietta, GA CBSA: 2,329 Posters Population Average Total IMPs Average In- Market IMPs Average Rating Adults 18+ 4,074,981 42,427 40,600 1.00 Adults 25-54 2,537,534 26,710 25,560 1.01 Income $75+ 1,690,288 18,904 18,090 1.07

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OOH RATINGS – DISTINCT AUDIENCE COMPOSITION

12 x 25 Poster on Interstate Left Read, 150 ft & Perpendicular to Road Impressions: 141,834 14 x 48 Bulletin on Interstate Left Read, 325 ft, Parallel Impressions: 217,327 20 x 60 Bulletin Right Read, 400 ft Perpendicular Impressions: 343,570 14 x 48 Digital Bulletin Right Read, 300 ft Perpendicular Impressions: 263,300

Source: TAB

14 x 48 Bulletin on Interstate Center Read 275 ft & Parallel to road Impressions: 274,856

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OOH REACHES MULTICULTURAL MARKETS

The local nature of OOH, combined with OOH Ratings, allows advertisers to target specific multicultural segments.

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OOH REACHES MULTICULTURAL MARKETS

  • 50% of Asian Americans age 25+ have a Bachelor’s degree, compared to 28% of

this same group nationwide.

  • Black Americans spend more time commuting than average.
  • Over a third of all US Hispanics are under 18 years of age.

Source: US Census Bureau

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OOH REACHES MULTICULTURAL MARKETS

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AMPLIFICATION

Billboards can increase the reach of other media by up to 300%

20 40 60 80 100 Billboards Live TV Billboards + Live TV Internet Billboards + Internet Mobile App/Web Billboards + Mobile App/Web Social Networking Billboards + Social Networking Radio Billboards + Radio

  • Avg. Day Reach (%)

+17% +65% +303% +203% +41% A18-64 Reported time: 6AM-12AM Source: Media Behavior Institute USA Touchpoints

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MORE OOH EXPOSURES LEAD TO MORE SEARCHES

Source: Outdoor Media Centre

Number of OOH exposures, 1 – 5 times

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61 61 63 180 174 154 98 98 95 294 311 350

50 100 150 200 250 300 350 400

Search Facebook Twitter

Television Radio Newspaper/Magazine Out of Home

OOH PRODUCES THE HIGHEST ONLINE ACTIVATIONS INDEX

Out of Home media delivers more online activity per advertising dollar spent compared to other offline media.

Source: Arbitron

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CASE STUDY - MT. RUSHMORE CAMPAIGN

Source: Arbitron

  • 57% used a mobile browser (smartphone or tablet) to access the

website

  • At time of survey, US smartphone ownership was 55%

demonstrating OOH’s power in reaching connected consumers

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15% 12% 6% 5% 62%

Cincinnati Sacramento San Antonio Phoenix Outer markets

Most visitors came from outside the home markets for the campaign.

Traffic from all 50 states

Source: Arbitron

CASE STUDY - MT. RUSHMORE CAMPAIGN

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Source: Arbitron

CASE STUDY - MT. RUSHMORE CAMPAIGN

  • unique website visitors

16,000

  • user sessions (total visits)

18,000

  • votes for the “next

face” on Mt. Rushmore

11,000

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INTEGRATED MEDIA MIX – EXTENDING REACH

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www.Pioneeringooh.com

CREATIVE IMPACT – BIGGER THAN LIFE

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www.Pioneeringooh.com

CREATIVE IMPACT – BIGGER THAN LIFE

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www.Pioneeringooh.com

DIRECTIONAL - PROXIMITY OF MESSAGE

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SPECIAL OFFERS AND ANNOUNCEMENTS

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SPECIAL OFFERS AND ANNOUNCEMENTS

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LOCAL DELIVERY OF NATIONAL AD MESSAGES

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MEDIA PLAN AMPLIFICATION

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EXTENSIONS & 3D – ENHANCING IMPACT

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www.Pioneeringooh.com

POSTERS – POWERING RETAIL

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POSTERS – POWERING RETAIL

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INTRIGUE - TEASE & REVEAL

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INTRIGUE - TEASE & REVEAL

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MOBILE BILLBOARDS – EXTENDING REACH

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CONVERGENCE

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SOCIAL – MOBILE CONVERGENCE

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www.Pioneeringooh.com

SOCIAL – MOBILE CONVERGENCE

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www.Pioneeringooh.com

SOCIAL – MOBILE CONVERGENCE

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www.Pioneeringooh.com

SOCIAL – MOBILE CONVERGENCE

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CASE STUDIES

Plan Details: Tease and reveal billboards were deployed to solicit online consumer feedback on measures ProHealth Care, a Wisconsin community-based healthcare system, could implement to improve patient care. Results:

  • 1. Over 1,000 consumer submissions were received.
  • 2. ProHealth Care was able to reinforce their brand position as a high quality provider

by revealing the consumer suggestions as they were implemented.

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CASE STUDIES

Plan Details: One 19’ x 24’ billboard ran for 7 weeks in the Atlanta market, strategically chosen for its location in affluent Buckhead (HHI $75,000+ demo, the Target In-Market Comp = 55.3%). Using social media and radio, L George challenged people to find the “secret” billboard location and upload photos of themselves with it to their Facebook fan page. The first person to complete the challenge won the jewelry featured on the ad ($1,800 value). Results:

  • 1. Over 400 comments were posted on the company’s Facebook page.
  • 2. The company’s website received over 900 hits within 48 hours of launch.
  • 3. Six necklaces sold on the website within 24 hours of launch.
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CASE STUDIES

Plan Details: Radio station WTMX purchased 40 billboards for a 12-week campaign. The plan reached 70%

  • f the target audience, generated nearly 2000 TRPs and almost 23 million impressions.

Results: . The 2012 May and June Arbitron Ratings revealed that WTMX attained the number one rating in the Chicago market for the first time. WTMX was number one spot with Adults 25-54, Women 25-54, Women 35-64, Women 18-49, and Adults 18-49. The client was pleased with the results of this campaign and signed a contract for another eight-week campaign.

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OOH CREATIVE TESTING TOOL – oaaa.org

Building Format Examples: Full Wall Top Center Bottom Creative Formats: Wall Bulletin Extension Bus Shelter Taxi

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Select:

  • Expiration Date
  • Format
  • Wall Section
  • Scene
  • Location
  • File Type

File Type:

  • PNG
  • JPG
  • GIF
  • PDF

OOH CREATIVE TESTING TOOL – oaaa.org

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Additional Seller Resources

OOH Sellers’ Training Modules -

http://www.oaaa.org/ResourceCenter/MarketingSales/Education/OOHSellersTraining/OOHSellersTra iningModules.aspx

Creating Effective OOH Advertising -

http://www.oaaa.org/LinkClick.aspx?fileticket=wuL3K0_Rroc%3d&portalid=0

Creativity in the Local Market -

http://www.oaaa.org/Portals/0/Webinars/pdf/Creativity%20in%20the%20Local%20Market%201.2014- Updated.pdf

Creative Library – http://www.oaaa.org/CreativeCenter/CreativeLibrary.aspx Uniquely Creative Video - http://www.oaaa.org/ResourceCenter/VideoAssets.aspx

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Do YOU have static billboard case studies to share? Please send to snicklin@oaaa.org

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APPENDIX

Additional Creative Examples

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www.Pioneeringooh.com

CREATIVE IMPACT – BIGGER THAN LIFE

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www.Pioneeringooh.com

CREATIVE IMPACT – BIGGER THAN LIFE

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CREATIVE IMPACT – BIGGER THAN LIFE

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www.Pioneeringooh.com

SPECIAL OFFERS AND ANNOUNCEMENTS

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LOCAL DELIVERY OF NATIONAL AD MESSAGES

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LOCAL DELIVERY OF NATIONAL AD MESSAGES

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EXTENSIONS & 3D – ENHANCING IMPACT

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EXTENSIONS & 3D – ENHANCING IMPACT

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www.Pioneeringooh.com

EXTENSIONS & 3D – ENHANCING IMPACT

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EXTENSIONS & 3D – ENHANCING IMPACT

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EXTENSIONS & 3D – ENHANCING IMPACT

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www.Pioneeringooh.com

EXTENSIONS & 3D – ENHANCING IMPACT

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EXTENSIONS & 3D – ENHANCING IMPACT

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www.Pioneeringooh.com

EXTENSIONS & 3D – ENHANCING IMPACT

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EXTENSIONS & 3D – ENHANCING IMPACT

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EXTENSIONS & 3D – ENHANCING IMPACT

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www.Pioneeringooh.com

EXTENSIONS & 3D – ENHANCING IMPACT

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www.Pioneeringooh.com

EXTENSIONS & 3D – ENHANCING IMPACT

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www.Pioneeringooh.com

POSTERS – POWERING RETAIL

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POSTERS – POWERING RETAIL

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POSTERS – POWERING RETAIL

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POSTERS – POWERING RETAIL

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POSTERS – POWERING RETAIL

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POSTERS – POWERING RETAIL

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POSTERS – POWERING RETAIL

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SOCIAL – MOBILE CONVERGENCE

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SOCIAL – MOBILE CONVERGENCE

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SOCIAL – MOBILE CONVERGENCE

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www.Pioneeringooh.com

SOCIAL – MOBILE CONVERGENCE

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DIRECTIONAL - PROXIMITY OF MESSAGE

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LOCAL DELIVERY OF NATIONAL AD MESSAGES

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MEDIA PLAN AMPLIFICATION

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EXTENSIONS & 3D – ENHANCING IMPACT