Presented to: Mr. Sudesh Kr.

Srivastava By Group 5

MEANING
Outdoor advertising is essentially any type of advertising that reaches the consumer while he or she is outside the home. This is in contrast with broadcast, print, and internet advertising.

As you step out of House, what do u see ?

DEFINITION
Out of home advertising is focused on marketing to consumers when they are "on the go" in public places, in transit, waiting and/or in specific commercial locations (such as in a retail venue).

PROCESS OF OUTDOOR ADVERTISING

Advertisement Media Planning Media Owners Outdoor

Process Creative Of Agency Outdoor Advertising

Business

Buying

CATEGORIES
Outdoor advertising formats fall into four main categories:

BILLBOARD

TRANSIT

STREET
FURNITURE

COMMUTERS

1. BULLETIN / BILLBOARDS
Bulletin billboards are usually located in highly visible, heavy traffic areas such as expressways, primary arteries, and major intersections. With extended periods of high visibility, billboard advertisements provide advertisers with significant impact on commuters

Type/Size: 1 Large Billboard Note: This size billboard usually by freeways and large highways

Type/Size: 1 Medium Billboard Note: Medium billboards usually by roads and can be on top of buildings

Type/Size: 2 Medium Billboard

Example of cross-promotion Type/Size: 1 Small Billboard

2. BUS ADVERTISING
Firmly establish brand awareness and generate quick recall with high profile exposure near point of purchase locations

3. COMMUTER RAIL DISPLAY

Reaches a captive audience of upscale suburban commuters. Additionally, reaches lunch-time patrons, shoppers and business professionals

4. COMPARK ADVERTISING
ComPark is a device used for car park advertising; which is placed onto the parallel lines of a bay and is able to gain instant exposure from motorists that have just parked their vehicle. The ComPark also serves as a guide to assist motorist in adhering to the parking bay size

5. LAMPPOST BANNER ADVERTISING

Lamp columns are sited everywhere, allowing advertisers and events to use banners to target precise geographical locations and create massive promotional awareness

6. MOBILE BILLBOARD
Mobile billboards offer a great degree of flexibility to advertisers. These advertisements can target specific routes, venue or events, or can be used to achieve market saturation. A special version is the inflatable billboard which can stand free nearly everywhere. This product can also be used for outdoor movie rights.

7. POSTER
Target local audiences with these billboards, which are highly visible to vehicular traffic and are ideal for the introduction of new products/services

8. PREMIER PANEL
Premiere panels combine the frequency and reach of a poster campaign with the creative impact of a bulletin

9. STREET ADVERTISING
The use of pavements and street furniture to create media space for brands to get their message onto the street in a cost-effective approach

10. TAXI ADVERTISING

Taxi advertising allows advertisers to highlight their products, whether brand awareness, or a targeted message, directly to areas where people work, shop, and play

11. WALLSCAPE
Wallscapes are attached to buildings and are able to accommodate a wide variety of unusual shapes and sizes. These billboard advertisements are visible from a distance and provide tremendous impact in major metro areas

And a few other types also

Outdoor Media - Statistical Tool

It is a statistical tool that is based on extensive field research. It takes into account the parameters like travel pattern, traffic volume, and quality of exposure of one side of the road to the other, among other things. A huge database is being worked on to arrive at the final tool.

Vs

Outdoor Media vis-a-vis Print & Television

Outdoor has always provided more scope in terms of Application of new technology innovation continuously evolving Today it is laser shows; tomorrow it will be something else we have witnessed a steady growth in outdoor spends by clients comparing to print and television

Outdoor Media

Pros of Outdoor Media

 24 Hours A Day  Investment  Attention Span  Flexibility  State of the Art  Cost

Pros of Outdoor Media (contd.)

 Coverage, frequency and impact  Maintains brand dominance  Strategically located  targets the mass market  Builds brand loyalty

Cons of Outdoor Media

 External conditions affect the visibility (e.g. Traffic jam, fog)  Prime locations are controlled by big players for months, years  Drivers who see the hoarding several times over months become blind to it  Limited scope for message

Cons of Outdoor Media (contd.)

 Anti environmental if the advertiser has to chop off trees for visibility  Very low exposure time  Limited possibilities of audience segmentation  Hazardous during hurricane or strong wind

A Few Innovative and Successful Outdoor Advertisements-