advertising irish media market outdoor. source:adspend €1, 030.7m total market roi advertising...
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20%
63%
6%
10% 1%
TV
Radio
Outdoor
Cinema
Source:Adspend
€1, 030.7m
Total Market
ROI Advertising Investment Jan-Dec 2002
€103.07m
Jan – Dec 2002 v 2001
9.1
5.1
-6.8
13.9
39.4
7.8
-10
-5
0
5
10
15
20
25
30
35
40
Press TV Radio Outdoor Cinema Total
%
Source:Adspend
Advertising Expenditure Jan-Jun 2003
• Increased by 17.17% on the same period last year.
• The highest increases were:
– Food up 94%
– Non-Alcoholic drinks up 58%
– Entertainment up 76%
– Health/Beauty/Personal Care up 32%
– Media up 43%
The largest decreases were for 1. Government and local authorities - 59% 2. Motor Trade - 29%
Dominated by 3 sizes and 3 contractors
48 Sheet’s 6 Sheet’s Transport
43%
12% 46.8% 30%
33% 26.8% 70%
88% 73.6% 100%
95%
JCDecaux
Clear Channel
Viacom
Outdoor
Formats
• Billboards – 4, 12, 48, 96, Europanel, Square• 6 Sheets – Cascade, Citylight, shopperlight, Adbox, Autolink,
Cinema, Commuterlite• Transport – Bus wrapping, Interiors A2, Headliners, Dartcard,
T-Sides, Megaside, Step Risers, Rears, • Ambient- Banners – Airport Suitcases, Adlids, Airport
Trolleys, Aerial Banner, Admobile, Beer Mats, Coffee Cups, Hub Caps, Washroom, Inflatibles ….etc
Outdoor Advantages
• Ideal for a solus or multimedia campaign.
• Talk to people when they are out and about.
• Drive Affinity
– Talk directly to the target audience during key needstates
– Allows you to build brand occasions
• Endorse the Brand Image on a large scale.
• Ambient media is ideal to connect with the target in specific moments.
• Drive weight, reach and impact behind a campaign.
• Get stuck into particular brand heartlands via area clusters via regional campaign
versus national.
An out of-home culture
The average commuting time to and from work in Ireland is now two hours a day. (Source: Irishjobs.ie)
An out of-home culture
Average car speeds on radial routes travelling towards Dublin City centre will decrease from 14 kmph in 2001 to 8 kmph by 2006 (Source: DTO)
Outdoor Disadvantages
• Creative must be simple to deliver impact
• Weather dependant – campaign may be delayed
• Poor quality sites/locations
• Measurement!
• May have to share media vehicle with competitive brand e.g. Transport & multiple hoardings
Outdoor Media Buying
• Outdoor Contractors – sites sold in packs, variables such as position, illumination, quality and traffic considered
• Outdoor Specialists• Posterscope LTD
• Posterplan
• PML
• IPM (NI)
– Plan and buy cost effective and balanced campaigns across all outdoor options. Representing the agency to the contractor and the contractor to the agency.
Outdoor Specialist services
• Format buying per campaign specifications – Posting per cycle (2 wks) 26 cycles in the year
• Site inspection services• Design testing• Post campaign research• Mapping• Campaign database• Site scoring• Outdoor spend tracking
Mapping
• Campaign Reporting and Building
• Key details;– Distribution– Illumination– Proximity– Traffic flows
J’NOR
• J’NOR (Joint National Outdoor Research)
• Undertaken by the Outdoor Media Association (JCDecaux, Clear Channel, Viacom, & Avenue Media) in comjunction with IAPI, Poster Specialists, Media Buyers and Media Owners.
• To hold the Outdoor medium accountable• 2 Studies – a travel survey & visibility study
J’NOR
The Travel Study looks at respondent’s journeys on a daily and weekly basis over a period of time.
Visibility Study examines the different formats, distance and visibility and likelihood to see.
J’NOR will be available Q1/2 2004
Creating the Perfect Poster
• Personalise you target audience
Dialogue not monologue
Humour
(The smile is in the mind).
Creating the Perfect Poster
• Give your brand personality
Dialogue not monologue
Humour
(The smile is in the mind).
Personalise you target audience
Creating the Perfect Poster
• KISS
Dialogue not monologue
Humour
(The smile is in the mind).
Personalise you target audience
Give your brand personality
Creating the Perfect Poster
• Colour and contrast
Dialogue not monologue
Humour
(The smile is in the mind).
Interact with your target audience
Give your brand personality
KISS
H H H H H H1 2 3 4 5 6
H H H H H H7 8 9 10 11 12
H H H H H H13 14 15 16 17 18
Impact of on Creative
Tests carried out by the O.A.A.A., USA
No 1 was selected as the most legible and No 18 as the least legible