Designed presentation on the out-of-home medium for group project in GWU Advertising course.

1. out-of-home (OOH) +
Elizabeth Antonelli, Gabbi Baker, Alexa D’Angelo, Carolina
D’Arista, Alya Hegazy, John Maccione, and Brittni Salvati

2. What is Out-of-Home (OOH)?

3. What is Out-of-Home (OOH)?
billboards street furniture
transit alternative

4. Billboards
Times Square, New Year’s Eve, NYC
traditional roadside digital billboard
billboards displays

5. Street Furniture
bus shelters mall kiosks
newsracks telephone booths

6. Transit
• Buses
• Subways
• Truck-side
• Taxis
• Airports
• Platforms

7. Transit

8. Alternative
TNT TV (Belgium) Big Red Button:
PUSH TO ADD DRAMA

9. Key Terms

10. On-Premise Signs
A sign that advertises
products or services
that are sold, produced,
manufactured or
furnished on the
property where the sign
is located.

11. Off-Premise Signs
A sign that advertises
products or services that
are not sold, produced,
manufactured or
furnished on the property
where the sign is
located.

12. Annual Average Daily Traffic (AADT)
• Measurement representing the total number of
vehicles passing a specific highway location, based
on 24 hour counts taken over an entire year
• Adjusted to “n” estimate of annual average daily
traffic
• Take into account seasonal variance, weekly changes
and other factors
– used to develop DECs

13. Daily Effective Circulation (DEC)
• The average number of persons in a vehicle passing
and potentially exposed to an advertising display for
either 12 hours (6:00am to 6:00pm), 18 hours
(6:00am to 12:00 midnight) or 24 hours

14. Audience, Measurement, & Cost

15. Potential Audience
• According to Arbitron Outdoor Study, adults eighteen and
older are spending 90% more of their time out of their homes
• OOH advertising reaches consumers 24/7- during their daily
commute, traveling on vacation, shopping, etc.

18. Measurement Methods
• In order to fully understand how to measure OOH ads
you need to have an understanding of:
– Travel patterns: trip purposes & modes of transportation
– Integrated research
• Not just surveys
• Demographics
• Reach
• Frequency

19. Measurement Methods: Eyes On Ratings
• Comprehensive measurement system for 200+ markets of the
“true” audience delivered by an ad
• Traffic Audit Bureau (TAB) hired three research companies
GfK Group, Telmar and Transearch to compile
– traffic counts
– travel patterns
– track eye movements of people as they pass outdoor signs
• Visibility Adjust Index (VAI): use of video simulations of
variety of media formats in different environments

20. Key Factors of Visibility Adjustments

21. Key Factors of Visibility Adjustments

22. Key Factors of Visibility Adjustments

23. Costs of OOH Advertisements
Advertisement Average Cost
Space Avg. $1,500 - $5,000/month
Billboards
High Demand Units $410,000/month
Mobile Billboards Avg. $1,000/day
Airport Displays Package Avg. $25,000/month for 20 displays
Commuter Rail Displays Package Avg. $25,000/month for 30 displays
Wallscapes Space Avg. $15,000
Mall Displays Package Avg. $5,500/month for 8 displays
Transit Displays Package Avg. $5,500/month for 5 displays
Taxi Displays Package Avg. $14,500/month for 50 tops

24. Future of OOH

25. Future of OOH Digital Advertising
$24.4 BILLION $26.4 BILLION $5.2 BILLION
$2.5 BILLION
2010 2011 2010 2011
INVESTMENT IN OOH INVESTMENT IN OOH
DIGITAL ADVERTISING DIGITAL BILLBOARDS
by 2020, 9 out of 10 OOH advertisements will be digital

26. Contextual Advertising
Immersive Labs

27. Multisensory Advertising

28. Mobile Phone Information
McDonald’s Pick & Play

29. Gesture-Based Advertising
PNC Bank “Punch the Pigs”

30. Industry Organizations

31. Outdoor Advertising Association of America
• Non-profit trade organization with goals to:
– Promote positive outdoor advertising legislation
– Provide leadership to the industry
– Create a demand for outdoor advertising
– To be a resource of information about the industry
– To unite the overall outdoor advertising industry
• 800 members are responsible for 90% of industry
revenues

32. Digital Place-Based Advertising Association
• Non-profit trade organization that “exists to drive
consistent growth for the industry through
collaboration among advertisers, agencies, place-
based digital and video advertising networks and
their suppliers” by
1. Holding quarterly informational meetings for members
2. Planning an Annual Digital Media Summit
3. Publishing an annual industry report

33. Trade Publications

34. OOH Trade Publications
• Vary in types of
content
• Not many print
publications
• Many online
publications

35. Advertising Week
• “Do or Do Not”
• Content focused
• Education and
entertainment
• Very active on social
media

36. Digital Signage Today
• The WSJ of OOH
advertising
• Controversial issues
• New Developments in
outdoor
advertisements

37. Business Exchange
• Aggregate of many
online publications
• Variety of topics
• No direct content-
based articles
• Site appears “half-
done”

38. Out of Home Magazine
• Based in Thailand
• Focuses on
– Advances in OOH
advertising
– Business ethics

39. Strengths & Weaknesses

40. Strengths of OOH
Broad reach Low cost
Ability to target specific Low competition
locations
Can make a big impact Differentiation
All day (week, month, etc.) Future growth opportunities
exposure

41. Weaknesses of OOH
Short exposure time (6-8 Difficult to monitor
seconds) effectiveness
Limited message capability Inflexible
True mass media Controversial
Can be vandalized Highly regulated
Audience is disengaged Potentially dangerous

42. Questions?

43. References
“Beyond the Billboard: The Future of Out-of-Home Advertisements.” BuySellAds.com. http://blog.buysellads.com/
2011/06/beyond-the-billboard-the-future-of-out-of-home-advertising/
"CBS Outdoor Advertising." New York City . N.p.. Web. 15 Oct 2012. <https://www.cbsoutdoor.com/Tools/
mediakits/Documents/NewYork2012_ALL.pdf>.
"CBS Outdoor Billboard Cost." Cost Rates and Out-of-Home Pricing. N.p.. Web. 15 Oct 2012. <https://
www.cbsoutdoor.com/outdoor101/rates.asp&xgt;.
"CBS Outdoor ." Eyes On Out of Home Media Managament. N.p.. Web. 15 Oct 2012. <https://
www.cbsoutdoor.com/tools/resources/eyesonout-of-homemediameasurement.asp&xgt;.
"Out of Home Advertising ." Indoor and Outdoor Advertising. N.p.. Web. 15 Oct 2012. <http://
www.billboardsource.com/products.php>.
“Outdoor Terms.” Outdoor Advertising Association of America. http://www.oaaa.org/marketingresources/
industrystandards/outdoorterms.aspx
"TAB." Key Factors of Visibility Adjustments. N.p.. Web. 15 Oct 2012. <http://tabonline.com/
key_factors_of_visibility_adjustments>.