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products and services. Types of outdoor advertising include billboards, bus benches, interiors and exteriors of buses, taxis and business vehicles, and signage posted on the exterior of your own brick-and-mortar location.
consumers when they are "on the go" in public places, in transit, waiting (such as in a medical office), and/or in specific commercial locations (such as in a retail venue). Outdoor advertising formats fall into four main categories: billboards, street furniture, transit, and alternative.
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Some advertisement makers even urge to consider wall painting in the caves as the first samples of outdoor advertising, created approximately 15 000 years BC.
Approximately in the 3rd Century time one Egyptian dealer placed
advertising of the bench on a stone plate nearby a crossroad, and ancient Greeks advertised the Olympic games on wooden columns along roads.
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Early Stages In 1450, Johannes Gutenberg invented movable type printing, and advertising in the modern sense was launched in the form of the handbill. When the lithographic process was perfected in 1796, the illustrated poster became a reality. Gradually, measures were taken to ensure exposure of a message for a fixed period of time. In order to offer more desirable locations where traffic was heavy, bill posters began to erect their own structures.
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U.S. Billboard Origins In 1830s The large American outdoor poster (more than 50 square feet) originated in New York in Jared Bells office where he printed posters for the circus in 1835.
Merchants painted signs or glued posters on walls and fences to notify the passersby that their establishments up the road sold horse blankets, rheumatism pills, etc.
In 1850, exterior advertising was first used on street railways. .
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Standardization in 1900
In 1900, a standardized
billboard structure was created in America, and ushered in a boom in national billboard campaigns. Confident that the same ad would fit billboards from Connecticut to Kansas, big advertisers like Palmolive, Kellogg, and Coca-Cola began mass-producing billboards for the national market.
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By 1912, standardized outdoor service was at the disposal of national advertisers in nearly every major urban center.
In 1913, the Association established an education committee which served to encourage the industry to donate public service advertising. The practice of filling "open boards" with public service messages has continued to this day. During periods of war, the industry has responded by taking upon itself a shared responsibility for mobilization. In peacetime, the concern has been for those causes that could generally improve society. The National Outdoor Advertising Bureau (NOAB) was formed in 1915 to serve the outdoor advertising needs advertising agencies had with their various clients and to regularly inspect the showings in the field. In 1931 Outdoor Advertising, Inc. (OAI) was formed to sell the concept of outdoor advertising (later merged into OAAA).
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the industry--hand-painted boards are replaced by computer-painted outdoor advertising formats. Outdoor companies offer an increasingly diverse selection of advertising formats including: bus shelters, transit and kiosks; airport advertising, mall displays and taxis.
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Billboards are a part of American life, in recent years, with about 1,500 digital billboard displays Traditional roadside billboards remain the predominant form of outdoor advertising in the US with 66 percent of total annual revenue. Today, billboard revenue is 73 percent local ads, 18 percent national ads, and 9 percent public service ads.[1]
Out-of-home advertising (or outdoor advertising) is made up of more than 100 different formats, totaling $6.99 billion in annual revenues in 2008 in the USA Top spender in advertisement Microsoft more than 20 percent of their annual revenue or $11.5 billion Coca-Cola more than $2.5 billion Yahoo more than 20 percent of their annual revenue or $1.3 billion
eBay 14 percent to 15 percent of its revenue which was $871 million, much of that to advertise on Google Google In the millions rather than billions of dollars with $188 million
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OOH in India
NEW DELHI: What does a bus stop have in common with a footwear firm? Ask Reebok. The sportswear giant's newest outdoor display for its recentlylaunched Reebok HexRide is a shoe hung by a string inside a standing panel of a bus shelter. Each unit of this street furniture costs around Rs 1,75,000. For Reebok, the leader in the Indian sportswear market, this attempt at out-of-home advertising (OOH) is an effort to break away from the clutter.
But why OOH? Traditionally, outdoor advertising has a lower cost per 1,000 views than any other form of advertising. With rising costs associated with mass media advertising, marketers are increasingly depending on emerging media be it digital or OOH. And that's not all. OOH media companies, too, have started attracting higher valuations in the market.
John Sarkar & Purva Bhatia, TNN May 4, 2008, 12.45am IST
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But that's just the tip of the iceberg. If the buzz in investment banking circles is to be believed, PE firm Warburg Pincus is most likely to pick up 15-20% stake for Rs 300 crore in Mumbai-based outdoor advertising firm Laqshya. Then just a few months back Goldman Sachs and Lehman Brothers picked up equity stakes of 8.28% each in the Rs 1200-crore Times Innovative Media, the OOH subsidiary of Entertainment Network India, for Rs 200 crore. Similarly, ILabs Investment Funds LLC pumped in Rs 17.8 crore into Mumbaibased Integrid Media, which has chalked out aggressive plans to expand in the OOH advertising activation space in a few months.
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And all this is besides half a dozen venture capital investments in digital signage and in-store TV companies such as LiveMedia (DFJ), DSN (Sequoia Capital India), vJive (Matrix) and Tag Media Network (Intel Capital). So what's up? It's very clear. OOH advertising is all set to become big. Sample this: The Rs 1,250-crore Indian OOH industry is estimated to touch Rs 2,400 crore by 2012, at a CAGR of 14%, according to a report by FICCIPricewaterhouseCoopers. And according to experts, it may even account for 10-12% of the country's total ad spend by 2010. OOH industry grew 25% over 2006.
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Outdoor Advertising industry in India is growing significantly today. From conventional to the most contemporary tools, technologies and techniques, Indian outdoor advertising companies have been able to take the advertising messages to the audience on the move and in transit. Outdoor advertising on billboards & other opportunities are mushrooming everywhere in the cities, towns and even villages of India.
As per PWC, The estimated size of Out of home media (OOH Advertising) advertising spend in India was Rs 15 billion in 2008, which is projected to become almost twice its current size in 2013 (i.e., Rs 25 billion). Out-of Home Media advertising cashes upon the opportunity to display advertisements that affect, engage and compel action of potential customers
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Digital OOH:
Digital out-of-home refers to dynamic media distributed across placedbased networks in venues. Mall branding Caf branding Railway station
Airport branding
Shop branding Health clubs branding Petrol pump branding Gas station branding
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Types of Outdoor
Billboards Bulletins (14h x 48 w)
Spectaculars
Wall murals 30-Sheet Posters (10 h x 22 w) 8-Sheet Posters (5 h x 11 w) Wrapped Posters
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8-Sheet Posters
Spectaculars
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Outdoor Bulletins Uniface, Rotates and Permanents These large illuminated displays deliver impact in size, placement, color and lighting. Advertising on the Rotating (Rotary) type are physically moved every 60 days to new locations. Permanent Bulletin advertising remains at the same location throughout the contract. Largest standard size Out-of-Home format Situated at the most visible, H-density traffic locales Bulletins rotate throughout the market at 60 days intervals UNIFACE offers a seamless creative canvas and flighting flexibility Extensions are available to further impact the visual dynamic
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Uniface Bulletins Hand or computer painted on a single flexible face material. Regular Bulletins Painted on movable wood sections
Bulletins Size & Copy Area The copy area of most bulletins is 14 H x 48 W
Standard Bulletin Sizes 14 H x 48 W 20 H x 60 W 106 H x 36 W 10 H x 40 W
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Outdoor Bulletin Extensions Painted cut-outs and extensions are usually limited to 5-1/2 feet above, 2 feet below, and 2 feet on either side of the regular display area. Outdoor Mechanical Specifications Standard Bleed Poster: 10 7/8 H x 23-11/16 W Posted Standard Bulletins: 7 H x 24 W for printed bulletin posters (14 H x 48 W) Posted Deluxe Bulletins: 5-1/4 H x 18 W
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8-Sheet Posters In Metropolitan neighborhoods or near point of sale, Eight Sheets often reach hard-to-get audiences that are only infrequently exposed to other print media. Nestled in the neighborhoods Pinpoint local businesses Reach hard-to-get pedestrian audiences Excellent for point-of-purchase targeting Standard Eight-Sheet Poster Size Final Size: 5 H x 11 W Live Copy Area: 58 H x 130 W Mechanical Specifications: 10-1/2 x 23-1/8
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Transit Advertising
Subway poster advertises that it Doesnt hurt at all
Transit Ad Types Transit Shelters Terminal Posters Inside/Outside Cards & Posters
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Take Ones
Brand Trains
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Types of Outdoor
Transit Buses Subway & Rail Airports Truckside Taxi
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Standard Transit Shelter Poster Size Copy Area: 46 W x 67 H Subway Posters Subway posters reach the largest mass transit audience in the country 3.5 million people each and every day Captive audience with massive daily reach and frequency Delivers an average recall of 56% Subway Car Cards Sizes 11 H x 13-7/8 W 11 H x 27-7/8 W 11 H x 41-7/8 W 22 H x 21 W (Premium Squares) Subway Posters Sizes One-Sheet: 45 H x 29-1/2 W Two-Sheet: 45 H x 59-1/2 W Three-Sheet: 45 H x 89-1/2 W Urban Panel: 29-7/8 H x 59-7/8 W Clocks: 29-1/2 H x 46-1/2 W
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Types of Outdoor
Place Based: Airports Sports bars Schools Elevators
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Types of Outdoor
Street Furniture Bus shelters
Bus benches
News Stands Kiosks
Public Telephones
Shopping Malls In-store
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Street Furniture
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Street Furniture
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Major Players Percept Outdoor Media Bright Outdoor Media TDI Media Pvt. Ltd. Selvel Media Big Street
Times OOH
Out-Of-Home Media(India) Pvt. Ltd. Tag Media Network
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Innovation in OOH
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Innovation
Innovation can be defined as the
application of new ideas to the products, processes, or other aspects of the activities of a firm that lead to increased value. This value is defined in a broad way to include higher value added for the firm and also benefits to consumers or other firms. The recent excellent innovative campaign are :Vodafone Zozo and net connect, DOCOMO, Uninor ,MicroMAX unplugged, aircel rain protection campaign and Ree flek etc
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Importance of Innovation
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Absolut Vodka scores big again in the originality department! This billboard appeared on a Manhattan street with the entire contents of a studio apartment attached to it. Add in the cross-promotional aspect by having all the contents from IKEA (check out their mobile advertising in our ad labs) and you have a sure-fire winner.
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Definitely the largest billboard in Russia, and perhaps in Europe. Right in the center of the city, too -- see the Kremlin behind it?
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messages
Sports arena billboards, ads in movie theaters, hot air balloons and blimps,
skywriting, etc.
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Holographic Advertisement
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taking notice of a new project recently unveiled by Nasser Peyghambarian, an optical scientist at the University of Arizona and leader of a research team: he brought to life the fictional technology depicted in the Star Wars movie of Princess Leia saying "Help me, Obi-Wan Kenobi." Yes, the hologram.
This is how it works, the Times describes: the person is filmed in one
location and the computer generated images are sent via Ethernet to the destination location, which is equipped with laser beams, where is image is generated.
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Grocery Store Apps However the ad industry, unsurprisingly given its fascination with any new
type of technology, has already started experimenting with holograms. Provision Interactive Technologies just announced it has enhanced the capability of its 3D holographic display platform to be fully interactive with Mobile Mouse, an Apple iPhone application.
Grocery store shoppers, for instance, can interact with a floating 3-D
hologram via an enabled Provision 3D display that consumers access via their devices. When they click on the image they can get more information about the product or see it from another view or even receive a coupon. The app uses the built in accelerometer to translate a person's hand motions into mouse movements on the 3D hologram.
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Advertising The use of holography for advertising is particularly powerful and can range
from small lenticular holograms on packaging, clothing etc. to large, digital holograms used as poster displays.
Cinema & Gaming 3D movies and gaming are the future for the entertainment industry. One of
the most innovative ways to advertise the benefits of the 3D experience is by using holography and our bespoke illumation display system.
Exhibition Holographic images make for striking features for any exhibition stand at an
industry event or conference. Holograms can be designed to project out of a two-dimensional stand giving an impression of an image that is floating in space. The use of holograms can help your booth stand out from the crowd and create a real impact.
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Interactive Books Are Another Deployment An interactive retail digital book made its debut at the grand opening of
Christian Dior at the Marina Bay Sands resort in Singapore this past October, according to local fashion site, Chemise.com. The public could virtually flip the pages of the life-sized book with a wave of their hands to view the history of the famous design house.
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Less is more
Focus on a single idea the most important benefit Quick burst of essential information
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Spacing
Caps and lower case Simple type face
Size
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Outdoor Ad Mechanics
Billboard paper and production costs vary from market to market. Whatever the medium, the length of the advertising message must be
measured against
cost per thousand people reached the speed of delivery.
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Outdoor Ad Mechanics
Transit sales may be traded for television airtime
order to posting.
Rentals are in one-month periods with cost per
month diminishing the longer the rental, esp. when factoring in the production costs.
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Advantages
1. It works there where people spend to 60 % of active time out of the home. 2. Contact with the outdoor advertising is inevitable and very effective on road especially in traffic jams.
3. The outdoor advertising audience is mobile, and this mobility only grows at the expense of increasing quantity of cars and possibility to visit various parts of a city in one day.
4. The outdoor advertising works 24/7.
5. Only it reaches difficult target audience (further TA): these people do not watch TV, almost do not read the press and visit only the certain selected pages on the Internet. But they work much, have the high income and actively consume the goods and services.
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6. The outdoor advertising is capable and of big coverage of TA and on targeting it to social or geographical signs within a city. 7. Works as the navigator, directing buyers in places of sale of the goods and services. 8. For experts in marketing is important, that external advertising has one of the cheapest (contact cost) for the decision of the problems. 9. And this is the only media which cannot be switched off or switched.
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Limitations
One of the primary challenges for digital signage is the lack of standards around measurement and creative units.
Many of the systems for DOOH are complicated and expensive. There are many different players involved in getting a digital signage deployment launched. Thus the opportunity for creating large, scalable campaigns is an overwhelming challenge because it is a complex landscape to traverse when it comes to networks and systems.
Mobile and DOOH integration is complex. However, together they will be the drivers of the interactive and customer engagement model for the digital signage industry. There are also varying formats, files structures, and standards between systems, which creates technological challenges.
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THANK YOU
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