media planning & buying (traditional media)
DESCRIPTION
Presented at TMKedu by Sean Galligan on July 16, 2014 Have you heard about traditional media but aren't quite sure what it is? This presentation shares how to plan and buy traditional media and will give you some context on why advertisers use it and how you should think about it. Each medium is different in its own way and this presentation explores the nuances of each and how they are adapting in today's digital landscape.TRANSCRIPT
Planning + Buying Traditional MediaTMKU
2
•What is traditional media?
•TV
•Radio
•OOH
•Digital Amplification
AGENDA
WHAT IS TRADITIONAL MEDIA?
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EVOLUTION OF MEDIA
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TRADITIONAL MEDIA DEFINED?
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OUR CLIENTS AND WORKLOAD SKEW DIGITAL
DIGITAL
48%
10%
28%
11%
2% 1%
SEARCHTV
OOH
RADIO
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THIS IS OUR WORLD
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NYC DOES NOT LOOK LIKE THE REST OF THE COUNTRY
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WHILE DECLINING, TRADITIONAL TIME SPENT IS GREATER THAN DIGITAL TIME SPENT
6:43 Traditional v. 5:09 Digital
Traditional time spent - 25%
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AD SPENDING IS STARTING TO CATCH UP, BUT...
Through 2017, TV spend is still predicted to be 23% higher than total digital spend
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TV IS STILL SEEN AS THE MOST EFFECTIVE CHANNEL
Source
Against US Internet users, TV is still 10x more effective than internet advertising
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YOU HAVE TO KNOW HOW TO PLAN IT
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DON’T FRET - UNIVERSAL TRUTHS STILL APPLY
•Who am I talking to?
•What’s the best environment to reach them in?
•Where can I find the greatest % of them?
•What’s the most efficient way to reach them?
•What’s the best place to be within the channel?
•How do I use available info to make the best decisions?
•How can I outsmart my competitors in this space?
•What do I need to achieve to satisfy my business
Targeting
Environment
Reach/Composition
Efficiency
Placement
Data
Competition
Communication Goals
PLANNING + BUYING TV
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TIME SPENT
4 hours and 31 minutes per day-3% v. 2012
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WHY TV?
STRENGTHS
• Immediacy, impact, and broad reach • Builds awareness quickly • Dynamic message combining sight,
sound, and motion • Ability to select programming • Efficient dayparts • Geographic flexibility through use of
Spot TV
LIMITATIONS
• Clutter • Increasingly fragmented viewership • High out-of-pocket cost • Increasing use of DVR/TiVo leads to
time-shifted viewing • Competitive restrictions
TV best used: 1. To build broad-based reach
2. To capitalize on television’s audio/visual capabilities to showcase program content
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BROADCAST SYNDICATION CABLE
WAYS TO WATCH = WAYS TO BUY
VOD FEPS
TV
DIGITAL
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NATIONAL V. LOCAL V. DRTV
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UPFRONT V. SCATTER
Buying approach depends on the planning horizon, programming/flighting flexibility, and marketplace factors such as supply and demand
The unsold national ad time on the broadcast and cable networks that remains after the up-front buying period.
• Shorter lead-time • Offers more strategic flexibility • Ability to better align with specials and mid-season TV marketplace
Upfront Approach Scatter Approach
The first selling wave for the broadcast or cable networks. Usually occurs after the new fall schedules have been announced.
• Longer lead-time • Broad selection of programming • Audience guarantees/protection • Favorable rates
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HOW YOU BUY IT
LiveC3 (Live + 3 days)C7 (live + 7 days)
CURRENCY
A18-49W18-34A21-34A35+
A25-54
DEMOGRAPHICS
GROSS RATING POINT (GRP): THE PERCENT OF A SPECIFIC POPULATION GROUP THAT IS
EXPOSED TO A PROGRAM
2.46LIVE
4.41LIVE+3
4.63LIVE+7
COST STRUCTURE: CPP / CPM
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BUYING V. TIME PERIODS
Early Morning (6A - 9A)Morning (9A- 12P)Daytime (12P - 4P)
Early Fringe (4P - 6P)Early Evening (6P - 7P)Prime Access (7P - 8P)Primetime (8P - 11P)
Late Fringe (11P - 11:30P)Late Night (11:30p - 2A)
Overnight (2A - 6A)
DAYPART MIX
PremieresSweepsFinales
Specials (VMAs, Oscars, Emmys)Holiday
Super BowlHoliday Weekends
SEASONAL CONSIDERATIONS
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BUYING PROCESS
The Negotiation Stewardship Post Buy Analysis
• Check avails
• Estimating station projections
• Current rates submitted by stations (CPPs)
• Rate negotiation and D/D/T messaging allowance
• Added value
• Ensuring GRPs cleared
• Confirming spots ran
• Confirming delivered inventory matches what was purchased
6-8 weeks pre-campaign Campaign flight 90-days post campaign/ per quarter AGENCY PARTNER
PLANNING + BUYING RADIO
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TIME SPENT
1 hours and 26 minutes per day-6.5% v. 2012
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WHY RADIO?
STRENGTHS
• Create a local presence • DJ mentions can make a brand more
personal • Excellent opportunities for added
value • Low out of pocket cost • Low barrier to entry • Immediacy and frequency
LIMITATIONS
• Background medium, non-intrusive • No visual or brand registration recall,
audio exposure only • Limited reach on a national basis • Can be expensive to cover market
Radio best used: 1. To take advantage of a :60 message platform
2. To add frequency to the media plan 3. To capitalize on the “local” nature of the medium
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NETWORK LOCAL
WAYS TO LISTEN = WAYS TO BUY
ONLINE
OVER AIR
DIGITAL
SATELLITE
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NATIONAL V. LOCAL
• Purchased by individual antenna reach (Metropolitan Statistical Area (MSA)) with the ability to target through station selection
• Promotional opportunities at the local level
• Lower out-of-pocket costs than Network/National
• Offer geographic & creative flexibility by allowing different messages to run in different markets
• Networks own and sell commercial space in shows/events that are broadcast across a large network of local station markets
• Higher out-of-pocket cost • Examples include: Syndicated shows,
live concerts, Olympics, live sports, NPR
Spot/Local Radio Network/National Radio
��
Radio
Primary Unit:30
Primary Unit:60
Local premium means look for the breakeven
point
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HOW YOU BUY IT
AM Drive (6A - 10A)Day (10A - 3P)
PM Drive (3P - 7P)Evening (7P - 12A)
Overnight (12A - 7A)Weekend (6A - 12A)
DAYPARTS
Like TV, bought against age
demographicsA18-49W18-34A21-34A35+
A25-54
GRPS
AGENCY PARTNER
CHR - Top 40Urban
Adult ContemporaryHot AC
Urban ContemporaryClassical
News / Sports / InfoDance
Easy ListeningJazzTalk
OldiesCountry
FORMATS COST STRUCTURE: CPP / CPM
PLANNING + BUYING PRINT
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TIME SPENT
18 minutes per day-18% v. 2012
TIME SPENT
14 minutes per day-13% v. 2012
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WHY MAGAZINES?
STRENGTHS
• Selective audience targeting by demographics, lifestyles, interests, etc.
• Editorial flexibility and compatibility • Long shelf life • High quality reproduction can
enhance brand and product image • Detailed copy opportunity
LIMITATIONS
• Relatively slow reach building • Longer lead times • Limited geographic flexibility • Difficult to build frequency • Slow readership cume
Magazine best used: 1. To provide extended messaging
2. To effectively target specific lifestyles/interests 3. To reach light television viewers
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CONSUMER B-TO-B SUNDAY
MAGAZINE TYPES
LOCAL
IPAD
TYPES
DIGITAL
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MAGAZINE UNITS
Fractional: 1/3 Page Custom: Intrusion
Cover Flap
Gatefold
10 | TVGUIDE.COM
IN THE NEWS
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ABC
Is Dempsey Leaving Grey’s?IT’S DECISION TIME for Patrick Dempsey. His Grey’s Anatomy contract is up at the end of this season, and the actor has said he was ready to check out of Seattle Grace/Mercy West. But now he tells us he may sign on for one more rotation. —Franck Ragaine
Are you going to come back? It’s worth having a conversation. I have a family to support, and why not have a discussion about continuing? The question is will I do a full season, a half season or come back at all? There are a lot of things I’d like to do: [car] racing, films…so if I’m able to balance all those things and continue on with the show, why not? There are so many other things than just the money. But it’s a nice position to be in.
Do you think Derek’s path over the past eight years and the stories around him make sense? Oh, no, not at all. It’s very difficult to keep it fresh when you’re doing 24 episodes a year. [Creator] Shonda Rhimes has a lot of ideas, and she is in a position where she can take more
chances. Sometimes that works, sometimes it does not. Last
year we had the singing epi-sode, which I think was a big mistake. But you have to try.Are you happy with the
adoption story? I’m very happy with the baby story. I’m glad it’s not about Meredith and Derek together, but it’s about them raising a child. Meredith always has tragedy around her
that creates a lot of drama. It’s amazing that Derek continues to stand by her. But it’s good that they made the com-mitment to stay together.
“It’s nice to have a job,”
Dempsey says
A 1954 TV GUIDE editorial suggested that the people responsible for loud commer-cials “should be sentenced to five years at hard labor in a boiler factory.” The Com-mercial Advertisement Loudness Mitiga-tion Act signed into law by President Obama won’t dole out that kind of pun-ishment—but it is the first regulation to address one of the longest-running issues viewers have. “We have received thou-sands of complaints,” says FCC chairman Julius Genachowski. “It’s a real concern among consumers.” TV stations, satellite companies and cable operators will have a year to comply with the new regulation that requires commercials and promos to be at the same volume level as program content; if they don’t, they can be subject to fines. While the FCC will do some spot checks, they will depend on viewers to make themselves heard above the noise and report possible violations. —SB
FCC Turns Down TV Ads’ Volume
The TV landscape saw a lot of big change (and big dollars) in 2011. Here are the stats on some major stories. —SB
The Year in N umbers
Settlement received by Charlie Sheen from CBS and Warner Bros. Television after the actor sued over his firing from Two and a Half Men.
Estimated hours spent on TV by Regis Philbin, who exited Live! With Regis and Kelly in November.
Hours of coverage E! devoted to Kim Kardashian and Kris Humphries during the week of their $10 million wedding on August 20. The couple split after 72 days.
Average number of people who watch a show on their DVR during prime time—larger
than the audience for same-day viewing of every network except CBS.
Sitcoms (including 2 Broke Girls, above)currently among Nielsen’s Top 20 prime-time shows, which is on track to be the most since the 2002–2003 season.Average number of TV sets in an American
home, an all-time high. But the percentage of U.S. households that own a set—about 97 percent—is the lowest since 1975 (one reason may be younger viewers who watch their favorite shows online).
$100 millionThe amount Amazon paid CBS for
the online streaming rights to 2,000 episodes of past programs, including
Star Trek, Frasier and Cheers.
Minutes the candidates for the Republi-can presidential nomination have spent
debating on national television as of December 15.1,426
11.5 million$25
16,70032
MILLION3.015
TVG01_p10_InTheNews.indd 10 12/21/11 6:45 PM
THE EMMY® WINNING SERIES RETURNS
S E A S O N ! "
SUN JAN 8 9/8C
pbs.org/downton Funding for MASTERPIECE is provided by
WAR CHANGES EVERYTHING.
“Their talent speaks for itself,” Horowitz and Kitsis (inset) say of the cast
WATCH MY SHOW!
ADVE
RTIS
EMEN
T
Once Upon a Time Having served as exec-utive producers on Lost, Adam Horowitz and Edward Kitsis
are experts in alternate worlds, shocking twists and the battle between good and evil. As the creators of ABC’s fairy tale–themed new hit, they found another way to spin those kinds of yarns. It’s working: When seven days of DVR usage are included, Once averages 13.8 million viewers and a 4.8 rating among adults 18–49. In case you haven’t checked it out yet (the show returns Janu-ary 8), Horowitz and Kitsis answered our show runner questionnaire in the hopes that you’ll soon book a trip to Storybrooke. —MS
I could sit at home and read a fairy tale. Why should I watch your show instead? Because what we’re attempting to do is not retell fairy tales but tell you the parts of them you never knew—to reinvent them through our own sensibilities and then mash them all up in ways we’ve never seen before and we hope the audience hasn’t imagined. What happens if we don’t watch your show? Then the show ends. And we are sad.Give us an algorithm for your show. We don’t understand math. That’s why we became writers.What’s the best thing anyone has said or written about your show? That it made them happy to watch, that
it transported them somewhere enjoyable for an hour.Were they right? We take them at their word. Who are we to judge?ABC promotes your Lost credits. Which past credit should they avoid touting at all costs? Hot Tonight. It was a public access sketch-comedy show we did in Madison, Wisconsin. We thought we were funny. We write drama now. How are you using your power of TV for good? We are trying to write about the power of hope in a time of uncertainty. Also, we use it to fight crime.What’s an alternate title for your show? A Fistful of Fairy Dust.Show runner battles are all the rage these days. Pick a rival show, any show, to start a fight with. 60 Minutes. We’ve watched your show. We’ve timed it. Without commer-cials, you’re only 43 minutes. Let’s scare the network. Tell us an idea that didn’t make it out of the writers’ room. We have a show with fairies, dwarves, talking crickets and dragons—we’re not sure they’re frightened of anything anymore.Let’s say you could do a crossover episode with any TV show in history. Which show, and what would the episode be about? The Charmings. And it would be Snow and Charming confronting Snow and Charming.
Fighting to the death over who is really…Snow and
Charming.
Of your cast members, who would fare best on Celebrity Apprentice? Rumpelstiltskin. He drives a hard bargain.Now that you’re a hit, what sort of Hollywood-ish thing will you demand? We don’t think of ourselves as a hit; we’re just glad to have the opportunity to tell more stories. That said, we’ve asked ABC for a dwarf entourage.What would a Once Upon a Time ride at Disneyland look like? You’d hop in Emma’s Yellow Bug, race through Storybrooke and escape the curse right before being depos-ited in Fairy Tale Land. That’s where, of course, your picture would be taken in the Magic Mirror. And you’d have to walk through Mr. Gold’s Pawn Shop in order to buy souve-nirs. Or barter your children for the location of your parking spot, which you’ve long since
forgotten because of the dizzying ride.
TVG01_p11_IntheNews.indd 11 12/20/11 11:59 PM
®®
9. Subject of the Twenty-First Amendment
10. Bard’s before
11. Tied the knot12. Feel blindly13. Choral piece14. Walt __ Disney15. Bony part of a chicken16. Clad like an “Animal
House” reveler17. Longtime Aretha
Franklin label18. Bryce or Grand20. Got a glimpse of30. Syrup source31. Zero32. Foxy quality33. Perrier competitor36. Anti-fur org.37. Meat grade39. __ call40. Some Art Deco works
84. Heroine of Irish legend85. Feeling, informally86. Olive, Castor and Cole
of “Thimble Theatre”87. Coup d’__88. Antiperspirant brand89. Bloodmobile visitor91. Prospector’s strike92. Put into law93. El __ (legendary city
of gold)95. Declare untrue97. State one’s view98. Morales of “La Bamba”99. Born, in bridal bios
100. Gog and __104. Prods gently105. Young eels106. Anti-Saloon __
110. Layered like a weddingcake
113. Apparatus for making96-Across
114. New staffer115. Seemingly forever117. Playful mammal118. Toil away120. Carps constantly122. Do as directed123. Mideast bigwig124. Tear to the ground127. 100 lb.128. “Well __-di-dah!”131. Six-Day War gun132. Reagan advisor Nofziger
107. Dancer with seven veils109. Reprimand
41. ’40s computer44. Unaffiliated in D.C.45. “Beg pardon ...”47. __ podrida48. One of the Baldwins49. Put a stopwatch to51. Start the pot52. Sniff out54. Thin nail56. Refusing to listen57. Metronome setting59. North-of-the-border
gridiron org.62. Mother of Don Juan63. Really ticked off65. __ Hashanah67. Wall St. debut70. Help in a heist71. Practice in the ring72. Three sheets to the __73. Mr. T’s TV group74. Interest fig.77. Blissful spots78. Tamblyn of “West Side Story”79. Make a getaway80. Haifa’s land: Abbr.83. Big Apple tennis stadium
ACROSS
1. Hung onto5. Bermuda hrs.8. Home __
12. Term for governmentagents coined by“Machine Gun” Kelly
16. XXX center19. Old U.S. gas brand20. Suffix with luncheon or sermon
21. “A __ formality!”22. Part to play23. “... man __ mouse?”24. __ beer25. Sam & Dave’s longtime label
26. Pundit’s page27. Ear-related28. Bathtub __29. Anti-alcohol movement32. Prohibition nightspot34. “Say it __, Joe!”35. Java programs38. Presidential turndown39. Surrenderer at Appomattox42. __ XING (road sign)43. Flooring manufacturer45. Quinn of “Benny & Joon”46. __ Rothstein, a bootlegger
who reputedly fixed the 1919 World Series
48. “This must weigh __!”50. Rocker Turner52. Doo-woppers __ Na Na53. Subway entrance54. __ pig55. The Eighteenth __
established Prohibition58. Bluish green hue59. Oreo filling60. Think highly of61. Grafton’s “__ for Evidence”
64. Nickname for Capone66. Circus horn honker67. Mae West's “__ Angel”68. __ Fashioned cocktail69. Prohibition-era
“new breed" of woman71. Baseball card deals75. Black-market stuff
during Prohibition76. Starter or reliever79. “For shame!”81. Work without __
(be daring)82. Twosome
85. __ Act90. Nutrition abbr.91. Apartment dweller93. Handy homeowner, slangily94. Walked upon96. Prohibition-era whiskey
99. The __ Experiment100. Seine tributary
104. Temperance movementleader Carry __
105. Borden spokescow108. Arlington, Va. is in it110. Harbor craft111. Wayne Wheeler,
prohibitionist known asthe “__ boss”
112. Like excellent pastrami113. Little guy’s nickname116. Square-dancing call119. St. __’s Day Massacre121. Prohibition-era profiteer125. Sense of self
101. Law-enforcement orgs.102. Chunks of history103. “__ Tu” (1974 hit)
126. Suffix with million127. Cotton __129. Wrapper weight130. Handle roughly
133. __ runner
DOWN
1. Filmmaker Burns2. Language suffix3. H.S. Jr.’s exam4. Ran like the dickens5. Be present6. Maze word7. __ Guinan, Prohibition-
era emcee of the 300 Club8. Coll. V.I.P.
134. Secluded valley135. Boat’s trail136. Times to call, in ads137. Prohibition Unit agent __
Einstein138. Get the point139. Downhill conveyance140. “__ went that-a-way!”141. Visibly embarrassed142. Jockey’s handful
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pbs.org/prohibition/crossword
Funding is provided by BANK OF AMERICA; CORPORATION FOR PUBLIC BROADCASTING; NATIONAL ENDOWMENT FOR THE HUMANITIES;
THE ARTHUR VINING DAVIS FOUNDATIONS; THE MONTRONE FAMILY through THE PENATES FOUNDATION; and PARK FOUNDATION, INC.
STARTS SUN OCT 2 8/7c
Custom: Integration
Full Page
Spread
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WHY NEWSPAPER?
STRENGTHS
• Immediacy, rapid audience accumulations
• Broad market coverage • Geographic selectivity, regional
and/or zip-code targeting • Wide variety of unit sizes • Opportunity for detailed copy • Short lead time
LIMITATIONS
• High out-of-pocket • One day readership • Cluttered environment • Limited positioning guarantees • Limited color opportunities • Expensive to build continuity • Inefficient for national advertisers • Low pass-along rate
Newspaper best used: 1. As a “day of” reminder
2. To provide coverage within a local market/neighborhood 3. To communicate offers quickly and capitalize on its “on the day”
reach capability
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NATIONAL LOCAL COLLEGE
NEWSPAPER TYPES
FREE DAILIES
IPAD
TYPES
DIGITAL Folded
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NEWSPAPER UNITS
VARIOUS UNITS BY SIZE
FSI
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A FEW TERMS
CUME: THE AMOUNT OF TIME IT TAKES FOR A PUBLICATION TO ACCUMULATE ITS FULL
READERSHIP
RATE BASE: THE MINIMUM GUARANTEED NUMBER OF READERS A CERTAIN ISSUE WILL ACHIEVE -
WHAT YOU PAY AGAINST
CIRCULATION: THE TOTAL NUMBER OF READERS A CERTAIN ISSUE DID
ACHIEVE
PLANNING + BUYING OOH
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WHY OOH?
STRENGTHS
• Broad reach • Frequency builder • Locations can be strategically
targeted • Serve as a reminder medium,
supporting other vehicles
LIMITATIONS
• Copy limitations • Passive media • Expensive out-of-pocket production
costs • Potential high media costs • Requires longer lead time with
regards to securing inventory and creative schedules
Out-of-Home best used: 1. To support specific geographic areas
2. To provide additional frequency to the media plan 3. To infiltrate niche locations
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OOH TYPES
Billboards Street Furniture Transit AlternativeStandardized large format
advertising displays intended for viewing from extended distances,
generally more than 50 feet
Advertising displays, many that provide a public amenity, positioned in close
proximity to pedestrians and shoppers for eye-level viewing or at curbside
Advertising displays affixed to moving vehicles or positioned in
the common areas of transit stations, terminals, and airports
New products are constantly being developed
Bulletins Bus Shelters Buses Arenas & StadiumsDigital Bulletins Phone Kiosks Airports Convenience Stores
30-Sheet Posters/Premiere Newsracks Subway & Rail Video Networks8-Sheet Posters Urban Furniture Truckside Health Clubs
Walls/Spectaculars Shopping Malls Taxis Restaurant/BarsWrapped Vehicles Libraries & Museums
CinemaResorts & Leisure
Opportunities
65% of $ 16% of $
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CLEVER USES
42
ALWAYS LOCAL
AGGREGATION CAN MAKE IT FEEL NATIONAL
43
HOW YOU BUY IT
Standard OOH contract is for a four-
week period
Longer is always an option, shorter is NOT always an
option
LENGTH
Almost ALL OOH incurs some sort of
production cost: posting, build-out, printing, re-sizing
PRODUCTION
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HOW YOU MEASURE IT
DECFoot/Driving traffic past an ad exposure
EYES ON Number of people who actually
see the ad
MEASURES
45
BUYING PROCESS
AGENCY PARTNERS
AMPLIFYING VIA DIGITAL EXTENSIONS
47
DIGITAL AMPLIFICATION OF TRADITIONAL
Geolocation/Mobile
Websites
Search
Social
RADIO
Online Video
Interactive TV
Search
Social
TV
Augmented Reality
Website
Social
Screen Interaction
NFC / QR Codes
#s
Social
OOH
THANK YOU