Out-of-home advertising

Published on Author Suchen

Out-of-home media advertising (also OOH advertising or outdoor advertising ) or out-of-home media (also OOH media or outdoor media ) is advertising that reaches consumers while they are outside their homes.

Out-of-home media advertising is focused on marketing when they are “on the go” in public places, in transit, waiting (such as in a medical office), and / or in specific commercial rentals (such as in a retail venue). OOH advertising formats fall into six main categories: billboards, street, roads, highways, transit, and alternative. [1]

The OOH advertising industry in the United States includes more than 2,100 operators in 50 states representing the major out of home format categories. These media companies range from public, multinational media corporations to small, independent, family-owned businesses. Currently, the United Kingdom and France are Western Europe’s first and second largest markets for OOH, respectively. Data from Outsmart (formerly the Outdoor Media Center), the UK’s out-of-home advertising trade association, shows that digital out-of-home (DOOH) grew at a 29.7% CAGR from 2009 to 2014. [2]

 

Overview

Billboard advertising is a traditional OOH advertising format, but there has been significant growth in digital OOH ( digital billboards and place-based networks) in recent years; for example, about 4,900 digital billboard displays have been installed in China and the United States. [3]

Traditional roadside billboards remain the predominant form of 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. [4]

Street furniture is made up of such formats as bus shelters, newsracks, mall kiosks, and telephone booth advertising. This form of OOH is located in urban centers. Additionally, this form of advertising provides benefits to communities.

The term is used for the purpose of advertising, such as advertising, trucks, food trucks, and taxis, but also includes static and electronic advertising. Airport advertising, which helps businesses address an audience while traveling, is also included in this category. Municipalities often accept this form of advertising.

Street furniture, transit, and alternative media formats included 34 percent of total outdoor revenue in the US. Some of these formats have a higher percentage of national ads than traditional billboards. [5]

Digital out-of-home

Digital out-of-home (DOOH) refers to dynamic media distributed across-based networks including, but not limited to: cafes, bars, restaurants, health clubs, colleges, arenas, gas stations, convenience stores, barber shops, and public spaces. PQ Media defines DOOH by two major platforms, digital place-based networks (DPN) and digital billboards & signage (DBB); DOOH networks typically feature independently addressable screens, kiosks, jukeboxes and / or jumbotrons . DOOH media benefits rental owners and advertisers alike in advertising and marketing. It is also referred to as digital signage .

In the US, the DOOH industry grew to $ 2.9 billion in 2015, representing 40.8% of the total OOH spending. Gas stations, restaurants, and bars are the preferred locations for ad placement. [6] With digital TVs in gas stations, nearly 52 million customers are getting snippets of weather, sports highlights, celebrity gossip and shopping with their gas each month, according to Nielsen . The weekly reach is actually larger than most of the prime-time TV shows. The largest company in the world is Gas Station TV with 27.5 million viewers at more than 1,100 stations across the US, according to Nielsen. [7]In addition to the large number of viewers, the audience profile of TVs is unique. All are drivers and 76 percent are adults aged 18-49 with a median age of 40 and median household income over $ 70,000. [8] According to the Nielsen Intercept Studies, 89 percent of the consumers are fueled by the fact that they have nothing else to do.

The reason that this category is growing rapidly is that of a busy video recorder (DVRs), it has been diluted with the frequency of which it has been viewed. Every day more TV viewers are skipping past commercials with their DVRs, making out-of-home advertising all the more appealing. [9]A Nielsen media research study in 2009 showed that 91 percent of DVR owners skipped commercials. As a result, traditional TV advertisers are hungry for an effective substitute, and digital out-of-home ads appear to be one of the solutions. Digital out of home advertising seems to be a cost-effective way of promoting or marketing any brand or product. Usage of billboards and displays for the promotion of advertising, television, radio, newspapers and other mediums.

DOOH also includes stand-alone screens, kiosks, and interactive media found in public places. The availability of inexpensive LCD screens with built-in media players HAS opened the door for companies to add interactive video messages in point-of-purchase (POP) displays. The displays allow consumers to get more information at the moment of decision on a product or service. Growth in the DOOH industry with increasing POP manufacturers, advertisers, and content developers moving to digital. Technological improvements are holding down costs, and low-cost digital signage is making it easier to reach consumers on a larger scale. [10]For example, beacons are small devices placed on the out-of-home advertising structures that use Bluetooth technology to connect with mobile devices. “Beacons allow you to communicate with the viewer.” With these technologies you could say, for example, with certainty that from 3-5 pm on and also what percentage are new people, which are repeat people, etc. ” selon Mark Boidman , managing director at PJSC . [11]

In 2015, DOOH started to extend to in-transit advertising. Tablets are installed inside popular ride-sharing vehicles like Uber, Lyft and Grab. Digital ads are displayed inside the screens allowing brands to reach to high value passengers. The players are GoVugo (based in the US), Vieuer (based in Europe) and AdMov (based in SouthEast Asia). This type of DOOH leverages technology to improve distribution and better OOH hearing targeting. GPS of tablets are used to enable location-based marketing. Brands can specify geo-fences to determine where their ads will be shown to passengers. Leveraging mobile internet, advertisers can run digital campaigns over the cloud. “Ride-sharing advertising is a new technology that enables companies to reach high value passengers” according to Bobby Cristuta, CMO of AdMov.[12]

Printed out-of-home

Printed out of home refers to static media distributed across physical spaces. [13] These are: citation needed ]

Aerial advertising – Aerial advertising includes towing banners via a fixed-wing aircraft and airships like blimps and other air-born inflatables overhead of beaches, events and gridlock traffic. [14]

Billboard bicycle is a new type of mobile advertising in which a bike tows a billboard with an advertising message. This method is a cost-efficient, targeted, and environmentally friendly form of advertising.

Distribution Brochure – Information displays in public gathering such venues, accommodation facilities, visitor centers, attractions, and retail environments. This method is different from traditional OOH as the consumer self-selects the messaging material and can take that message with them.

Billboard – Billboards (or Bulletins) are usually located in highly visible [15] , heavy traffic areas such as expressways, primary arterials, and major intersections. In the US newsletters are usually illuminated. The ad artwork, commonly digitally printed on large vinyl coated fabric membranes, is often “rotated” by the outdoor plant operator among multiple locations in a metropolitan area to achieve the desired reach of the population as defined in the sales contract. With extended periods of high visibility, with billboards advertised with significant impact on commuters. This is the largest standard out of home advertising format, usually measuring at 14ftx48ft in overall size.

Bus advertising – Firmly establish brand awareness and generate high-profile advertising .

Switch rail display – Reaches has a captive audience of upscale suburban commuters. Also, get lunch-time patrons, shoppers and business professionals.

ComPark advertising – ComPark is a device used for car park advertising; which is placed on the parallel lines of a bay and is able to gain momentum from those who have just parked their vehicles. The ComPark also serves as a guide to assist motorist in parking bay size.

Inflatable billboard – similar to regular 2D billboard object on 3D object. Best used to market physical products rather than services. A cost-effective approach that is able to achieve high brand awareness and increase product purchases.

Lamppost banner advertising – Lots of locations and locations for massive promotional awareness.

Mobile billboard – Mobile billboards offer a great degree of flexibility to advertisers. These advertisements can target specific routes, come or events, or can be used to achieve market saturation. A special version is the inflatable billboard which can stand up almost everywhere. This product can also be used for outdoor movie nights .

Poster – Target local audiences with these billboards, which are highly visible to the public and are ideal for the introduction of new products / services. Marketers use posters to achieve advertising objectives and increase awareness by placing multiple units in strategic locations while lowering the cost per thousand impressions. This is a standardized poster format, typically measuring 12’3 “x 24’6”; formally known as a 30-Sheet Poster.

First panel – Premiere panels combines the frequency and reach of a poster campaign with the creative impact of a newsletter.

First square – Bright top and bottom illumination has first panel provide extra impact after dark.

Street advertising – The use of pavements and street furniture to create a space for brands to get their message onto the street in a cost-effective approach.

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.

Wallscape – Wallscapes are attached to buildings and are able to accommodate a wide variety of unusual shapes and sizes. These billboards are visible from a distance and provide tremendous impact in major metro areas.

Aircraft Advertising – Aircraft advertising includes product or service branding inside and outside the aircraft. This includes wrapping the aircraft with printed SAVs, baggage tagging, boarding pass branding, tray table branding and more.

Other types of non-digital OOH advertising include airport displays; transit and bus-shelter displays; headrest displays; double-sided panels; junior posters; and mall displays.

Regulations

Different jurisdictions regulate outdoor advertising to different degrees.

  • In the United States:
    • The states of Vermont, Hawaii, Maine, and Alaska prohibit all billboards.
    • The other 46 states permit multiple forms of OOH advertising.
    • Billboards are regulated by all levels of government. The regulatory framework, created by the federal Highway Beautification Act (HBA), calls for billboards to be located in commercial and industrial areas. Billboard permits are issued by state and local authorities. Under the Highway Beautification Act, states have strong regulatory powers including the authority to ban billboards.
    • Most states have taken steps to regulate digital (electronic) billboards, which feature static images that change every six or eight seconds. In 2007, the Federal Highway Administration (FHWA) issued Guidance to the States regarding digital billboards. Scenic America challenged the Federal Guidance in federal courts on procedural grounds. On June 20, 2014, Judge James E. Boasberg District US District Court dismissed this case, with prejudice.
    • Regulations governing digital billboards prohibit animation and scrolling. Digital billboards are equipped with light sensors to adjust billboard lighting to surrounding light conditions to avoid glare, for the industry code.
  • Sao Paulo , Brazil Established in 2006. [16]

Emerging technologies

Media fragmentation, competition from online media, services to provide interactive services, interactive services, interactive services share and interact through their mobile devices. [17]

See also

  • Advertising management
  • Barn advertisement
  • Driven media
  • Electronic signage
  • Fleet media
  • Helicopter banner
  • Human billboard
  • Integrated marketing communications
  • Kiosk software
  • Marketing Communications
  • Neon signage
  • Point of sale display
  • Promotion (marketing)
  • School bus advertising
  • Media Restaurant
  • Retail media
  • Rotulo
  • Sandwich board
  • Searchlight
  • skywriting
  • Street furniture
  • Street marketing
  • Transit media
  • Truckside advertisement
  • Unipole sign
  • Vinyl banners
  • Wrap advertising

References

  1. Jump up^ “Outdoor Media Formats” . oaaa.org.
  2. Jump up^ “Propped by Digital Growth, Out-of-Home Advertising Holds Its Own in UK, France” . Brief. eMarkerter . October 15, 2015 . Retrieved 20 March2016 .
  3. Jump up^ “Number of Displays” . oaaa.org. Archived from the original on 12 March 2010.
  4. Jump up^ OAAA
  5. Jump up^ “Outdoor Pie Chart” . oaaa.org.
  6. Jump up^ “Digital US Out-of-home advertising” . Brief. eMarkerter . October 15, 2015 . Retrieved 20 March 2016 .
  7. Jump up^ By Robert Channick,Chicago Tribune, November 29, 2011, entitled “Compete Networks For Gas Station Viewers”
  8. Jump up^ Nielsen Intercept Studies 2006-2011 2010 Doublebase GfK MRI
  9. Jump up^ Los Angeles Times, May 27, Staff Writer Alana Semuels “Now showing very near you …”
  10. Jump up^ “Wrangling Brainier (and brawnier?) Digital Signage” . Embedded Systems Engineering . September 1, 2015.
  11. Jump up^ “Media buyer’s primer on beacons” . medialife magazine . September 30, 2015.
  12. Jump up^ Cristuta, Bobby (July 28, 2017). “Why Advertise Inside Uber and Grab” . www.AdMov.ph .
  13. Jump up^ Hans-Jürgen Tast:Immer mit einem Lächeln auf den Lippen! Die bunte Fotoflut im Straßenbild. , Kulleraugen Vis.Komm. Nr. 43, Schellerten 2013,ISBN 978-3-88842-043-6.
  14. Jump up^http://www.oaaa.org/OutofHomeAdvertising/OOHMediaFormats/Airborne.aspx
  15. Jump up^ Chmielewski, Sz., Tompalski, P. (2017). Estimating outdoor advertising media visibility with voxel-based approach. Applied Geography, 87: 1-13 (http://dx.doi.org/10.1016/j.apgeog.2017.07.007). Preprint download:https://www.researchgate.net/publication/318744436_Estimating_outdoor_advertising_media_visibility_with_voxel-based_approach
  16. Jump up^ “Sao Paulo: The City With No Outdoor Advertisements” . www.amusingplanet.com . Retrieved 13 June 2015 .
  17. Jump up^ “About Interactive Outdoor” . www.publicdataweb.com . Retrieved 13 June 2015 .