TAKE YOUR MESSAGE FURTHER WITH STATIC OOH 1
STATIC BILLBOARDS ARE IMPORTANT TO OOH INTERNAL USE ONLY - DO NOT INCLUDE THIS PAGE WITH CLIENT PRESENTATION Static billboards are a key foundation of the OOH ad industry and will continue to be for years to come as illustrated by these statistics: • Account for 55% of all OOH ad spend • Have generated 11 consecutive quarters of ad spend growth through Q1 2014 Two key advertiser uses for static faces is to convey location or directional information, along with creating awareness about a special deal or offer. To maximize reach and impact, advertisers typically want to have ownership of key geographic locations around the clock, and only static inventory delivers this important advertiser need. Static OOH inventory has a strong future, but the power of their revenue growth will be predicated on two important factors: (1) the use of OOH ratings to select faces that best deliver the target audience and fulfill advertiser expectations (2) excellent creative to maximize the impact and effectiveness of the ad message with the consumer 2
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OOH – WHERE CONSUMERS ARE 70% OF WAKING HOURS 4
OOH - TOP PERFORMING OFFLINE MEDIA 2013-2018 5
STATIC BILLBOARDS – HIGHLY EFFECTIVE • The most widely-viewed OOH format • Time spent with OOH is rising, while declining for most other media • 60% of all travelers have viewed a billboard in the last week • Best CPM value of all media other than radio BILLBOARDS Bulletin Junior Poster Poster Mobile Billboards Spectacular/Wall Source: Arbitron, Borrell Associates, Wells Fargo Securities, Nielsen IMS 6
OOH INNOVATION OOH Ratings make bulletins and posters measurable • Like Nielsen, comScore – audited, reputable third-party • Can be utilized with multimedia planning - GRPs, TRPs and Demo’s • Available in agency planning software systems (e.g. IMS, Telmar) 7
OOH INNOVATION Improved Product • Looks better – PE is more vibrant • More flexible with shorter lead times • Better value with lower production cost 8
OOH INNOVATION Social – Local – Mobile integration • Billboards and posters are a physical reminder for social, mobile and interactive ads, driving people ‘from the big screen to the small screen’ • The physical, tangible reminder of virtual advertising • Proven to drive click-through, searches, mobile transactions and consumer action 9
OOH INNOVATION Local ad solution for national advertisers • Ability to target audiences at the neighborhood and zip code level • Most efficient local advertising option at CPM level, compared to spot TV and spot radio • OOH is 24/7 – it’s always on, unlike other media 10
OOH UBIQUITY Recency/Adjacency • Bulletins and posters are closest to the point of purchase/transaction • Ability to target locations near major retailers Well-positioned for domination strategies • “Targeted ubiquity” – allows you to target and OWN an entire demographic, location, neighborhood, zip code in a local market 11
OOH UBIQUITY Presence • Goes where other media can’t go - can’t be delayed, skipped or turned off Builds reach and frequency within an integrated media plan • By reaching consumers away from home • Reinforcing, extending, supporting other media – OOH is complementary • CPM linking to local media plan – make it more efficient (R&F) 12
OOH UBIQUITY Scale • Billboards are available in practically every market • Provide high profile visibility • Allow advertisers of all sizes to compete on the same scale with national brands - making small advertisers BIG! 13
OOH CREATIVE IMPACT Larger than life, impactful, immersive, breaks through the clutter The “people’s space” – the original social media Contextual – right message at the right time at the right place 14
OOH CREATIVE IMPACT Core message for a brand – simple, clear, single-minded Extends and reinforces other creative in an integrated campaign Provides less ad message clutter and competition than other media 15
OOH CUSTOMER-CENTRIC FOCUS OOH Ratings offer targetability and metrics of the audience Industry standardized RFPs, proof of performance, photography Shorter/compressed posting schedules allow faster, more flexible campaigns 16
Direct Mail CPM COMPARISONS FOR MAJOR MEDIA $60.00 $56.50 Newspapers $50.00 $43.00 $40.00 Cable TV Magazines Broadcast TV $30.00 $28.00 $25.00 Online $21.30 $22.50 $22.30 $18.50 $20.00 $17.50 Radio OOH $14.70 $13.00 $12.60 $11.10 $10.90 $10.30 $8.65 $9.50 $7.80 $9.00 $10.00 $8.40 $3.63 $5.00 $3.38 $2.10 $- Source: Wells Fargo Securities Non-OOH Media – 2008, 17 Nielsen IMS OOH Media - 2011
CONSUMERS ARE 33% MORE ALERT WHEN OUT OF HOME Heightened alertness can lead to higher absorption and recall of advertising Source: Outdoor Media Centre 18
POINT OF PURCHASE DECISION Over two-thirds of travelers make purchase decisions outside of their home either frequently or sometimes. Nearly one-third of travelers make purchase decisions in their car. Where Purchase Decisions are Made 80% 69% Sometimes 70% Frequently 60% 50% 44% 53% 40% 31% 26% 30% 35% 20% 25% 21% 10% 16% 9% 5% 5% 0% at work in your car other any place Source: Arbitron 19
OOH ADVERTISING – DRIVES ENGAGEMENT Consumers who viewed any billboard in the past month… Local Businesses • 39% visited STORE advertised • 40% visited RESTAURANT advertised • 29% shopped a SALE in-store that week • 40% view DIRECTIONAL ads • 26% IMMEDIATELY visited business Online Transactions • 26% visited WEBSITE advertised Source: Arbitron 20
OOH ADVERTISING – PRODUCES RESULTS Consumers who viewed any billboard in the past month… Driving Action and Word of Mouth • 39% TALKED about product advertised • 24% RECOMMENDED a product • 40% WATCHED a TV program • 23% LISTENED to a radio station • 18% CALLED phone number advertised • 33% ATTENDED event advertised Source: Arbitron 21
OOH MEDIA DELIVERS YOUNG, AFFLUENT CONSUMERS OOH viewers over index among Adults 25 – 54, and HHI $50K+ and $75K+ OOH media viewers overall are more likely to be younger and live in upper-income households. Mega-Milers, the heaviest travelers who account for the majority of OOH ad impressions, are 3X as likely to live in an upper-income household compared to light travelers. Source: Arbitron 22
OOH RATINGS – PROVIDES MEDIA COMPARISON Market definitions shared with all local media 203 DMAs / 879 CBSAs Atlanta DMA: 2,911 Posters Population Average Total Average In- Average IMPs Market IMPs Rating Adults 18+ 4,848,649 50,366 48,320 1.00 Adults 25-54 2,929,128 30,221 29,370 1.02 Income $75+ 1,896,010 20,971 20,380 1.07 Atlanta Sandy Springs - Marietta, GA CBSA: 2,329 Posters Population Average Total Average In- Average IMPs Market IMPs Rating Adults 18+ 4,074,981 42,427 40,600 1.00 Adults 25-54 2,537,534 26,710 25,560 1.01 Income $75+ 1,690,288 18,904 18,090 1.07 23
OOH RATINGS – DISTINCT AUDIENCE COMPOSITION 12 x 25 Poster on Interstate Left Read, 150 ft & 14 x 48 Bulletin on Interstate 20 x 60 Bulletin Perpendicular to Road Center Read Right Read, 400 ft Impressions: 141,834 275 ft & Parallel to road Perpendicular Impressions: 274,856 Impressions: 343,570 14 x 48 Bulletin on Interstate Left Read, 325 ft, Parallel Impressions: 217,327 14 x 48 Digital Bulletin Right Read, 300 ft Perpendicular Impressions: 263,300 Source: TAB 24
OOH REACHES MULTICULTURAL MARKETS The local nature of OOH, combined with OOH Ratings, allows advertisers to target specific multicultural segments. 25
OOH REACHES MULTICULTURAL MARKETS • 50% of Asian Americans age 25+ have a Bachelor’s degree, compared to 28% of this same group nationwide. • Black Americans spend more time commuting than average. • Over a third of all US Hispanics are under 18 years of age. Source: US Census Bureau 26
OOH REACHES MULTICULTURAL MARKETS 27
AMPLIFICATION Billboards can increase the reach of other media by up to 300% 100 +17% +65% +203% +41% +303% 80 Avg. Day Reach (%) 60 40 20 0 Billboards Live TV Billboards + Internet Billboards + Mobile Billboards + Social Billboards + Radio Billboards + Live TV Internet App/Web Mobile Networking Social Radio App/Web Networking A18-64 Reported time: 6AM-12AM Source: Media Behavior Institute USA Touchpoints 28
MORE OOH EXPOSURES LEAD TO MORE SEARCHES Number of OOH exposures, 1 – 5 times Source: Outdoor Media Centre 29
OOH PRODUCES THE HIGHEST ONLINE ACTIVATIONS INDEX Out of Home media delivers more online activity per advertising dollar spent compared to other offline media. Television Radio Newspaper/Magazine Out of Home 400 350 350 311 294 300 250 180 174 200 154 150 98 98 95 100 63 61 61 50 0 Search Facebook Twitter Source: Arbitron 30
CASE STUDY - MT. RUSHMORE CAMPAIGN • 57% used a mobile browser (smartphone or tablet) to access the website • At time of survey, US smartphone ownership was 55% demonstrating OOH’s power in reaching connected consumers Source: Arbitron 31
CASE STUDY - MT. RUSHMORE CAMPAIGN Cincinnati 15% Traffic from all 50 states Sacramento 12% 6% San Antonio 5% 62% Phoenix Outer markets Most visitors came from outside the home markets for the campaign. Source: Arbitron 32
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