the ooh advertising
TRANSCRIPT
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Various Types of OOH Advertisement
Submitted to Dr. Kavita Kshatriya
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What is OOH(outdoor advertisement
Any advertising done outdoors that publicizes your business's 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.
Out of home advertising, therefore, is focused on marketing to 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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Outdoor advertising history
The outdoor advertising is really the most ancient of all existing media. 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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Timeline of OOH history
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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The large American outdoor poster (more than 50 square feet) originated in New York in Jared Bell’s 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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U.S. Billboard Origins In 1830’s
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First Association in the 1870’s
The earliest recorded leasings of boards occurred in the U.S. in 1867.
By 1870 close to 300 small sign-painting and bill posting companies existed.
In 1872, the International Bill Posters’ Association of North America was formed in St. Louis.
In 1891 the Associated Bill Posters’ Association of the US and Canada was formed in Chicago. The name was later changed to the Outdoor Advertising Association of America.
To continue to address the ethical concerns of early industry leaders.Michigan formed the first state bill posters association in 1871, followed by Indiana, New York, Minnesota, Ohio and Wisconsin, all of which had active state associations by 1891.
National Association in the 1890’s
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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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1990's to the Present
Digital technology transformed 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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Outdoor media in aboard 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
Starbucks – $95 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 recently-launched 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 Mumbai-based 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 FICCI-PricewaterhouseCoopers. 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 placed-
based networks in venues.
Mall branding
Café branding
Railway station
Airport branding
Shop branding
Health clubs branding
Petrol pump branding
Gas station branding
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NON Digital OOH
Non-digital out-of-home refers to other types of media distributed across physical spaces. These are
Bus advertising
Mobile billboard
Billboard advertising space
Taxi advertising
Wall painting
ComPark advertising
Bulletin
Road painting
Lamppost banner advertising
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Types of Outdoor
Billboards
Bulletins (14’h 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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Types of Outdoor AdvertisingStandardized Outdoor Advertising
BulletinStructures
8-SheetPosters
30-SheetPosters
Spectaculars
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Outdoor BulletinsUniface, Rotates and PermanentsThese 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 formatSituated at the most visible, H-density traffic localesBulletins rotate throughout the market at 60 days intervalsUNIFACE offers a seamless creative canvas and flighting flexibilityExtensions are available to further impact the visual dynamic
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Uniface BulletinsHand or computer painted on a single flexible face material.
Regular BulletinsPainted on movable wood sections
Bulletins Size & Copy AreaThe copy area of most bulletins is 14′ H x 48′ W
Standard Bulletin Sizes14′ H x 48′ W20′ H x 60′ W10’6″ H x 36′ W10′ H x 40′ W
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Outdoor Bulletin ExtensionsPainted 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 SpecificationsStandard Bleed Poster: 10′ 7/8″ H x 23-11/16″ WPosted 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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30-Sheet Posters (Bleeds and 30-Sheets)
These are the most common type of poster.
Strategically placed 30-sheet Posters deliver advertising impressions throughout a market, not only to residents, but also to commuting traffic. Standard 30-Sheet Posters Size.
Distributed throughout the market on primary and secondary arteries
Delivers residents plus inbound and outbound commuters
Builds awareness throughout the marketplace quickly and efficiently
Posters are generally flighted and reposted at 4 week intervals
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30-Sheet Wrapped Poster Size
Overall: 12′ 3″ H x 24′ 6″ W
Live Copy Area: 10.5′ H x 22′ 8″ W
Poster panel copy area is always covered with printed paper. Utilizing the entire copy area of the panel, typically called a bleed poster, has the most impact. This is 14% larger than a 30-sheet (9′ 7″ H x 21′ 7″ W) design for a standard poster, which requires white blanking paper around the design.
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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′ WLive Copy Area: 58″ H x 130″ WMechanical Specifications: 10-1/2″ x 23-1/8″
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Transit AdvertisingSubway poster advertises that it “Doesn’t hurt at all”
Terminal Posters
Transit Shelters
Inside/Outside Cards & Posters
Transit Ad Types
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Buying Transit AdvertisingFull (100) Showing:1 ad in each vehicle in the system
Special Transit Buys
BasicBus
TakeOnes
Bus-o-RamaSigns
Total Bus/Bus Wrap
BrandTrains
Immersive Advertising
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Types of Outdoor
Transit
Buses
Subway & Rail
Airports
Truckside
Taxi
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Standard Transit Shelter Poster SizeCopy Area: 46″ W x 67″ H
Subway PostersSubway posters reach the largest mass transit audience in the country3.5 million people each and every dayCaptive audience with massive daily reach and frequencyDelivers an average recall of 56%Subway Car Cards Sizes
11″ H x 13-7/8″ W11″ H x 27-7/8″ W11″ H x 41-7/8″ W22″ H x 21″ W (Premium Squares)
Subway Posters SizesOne-Sheet: 45″ H x 29-1/2″ WTwo-Sheet: 45″ H x 59-1/2″ WThree-Sheet: 45″ H x 89-1/2″ WUrban Panel: 29-7/8″ H x 59-7/8″ WClocks: 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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Excellent Innovation In Outdoor
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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Other Advertising Media
Businesses are constantly creating innovative means of transmitting their 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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What is Holographic Advertisement
The scientific and tech community - not to mention Star Wars fans - are 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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Designing Outdoor: Visual Storytelling
Surprise viewers with words
Excite viewers with pictures
Ways to tell story
Humor
Intrigue
Surprise
Aesthetic – pleasurable images
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Designing Outdoor: Visual Storytelling
Simple Idea
Less is more
Focus on a single idea – the most important benefit
Quick burst of essential information
Limit elements to increase understanding and meaning
Maximum words: 5-7 (interior can be more)
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Designing Outdoor: Visual Storytelling
Color – High contrast in hue and value improves recall by 38 percent
Fonts – Easy to read from distance
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 but billboards rarely are.
Production time is usually one-month -- from 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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Outdoor Adv Mechanics
Rental considerations:
Fixed location (bus route, billboard site, etc.)
Through routes vs. local routes
Duration
Time of year (effect of weather on travel)
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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 СРТ (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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LimitationsOne 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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