Outside home media ads (also OOH advertising or outdoor ads ) or out-of-home media (Also < b> OOH media or outdoor media ) are ads that reach consumers when they are outside their home.
Outside home media advertising is focused on marketing to consumers when they are "on the go" in public places, on the go, waiting (as in medical offices), and/or at specific commercial locations (such as at retail places). The OOH ad format is divided into six main categories: billboards, roads, roads, highways, transit, and alternatives.
The OOH advertising industry in the United States includes over 2,100 operators in 50 states representing large format categories outside the home. These OOH media companies range from public multinational media companies to small, independent, and family owned businesses. Currently, Britain and France are West Europe's first and second largest markets for OOH. Data from Outsmart (formerly the Outdoor Media Center), an offshore home advertising trade association in the UK, shows that digital out-of-home (DOOH) grows at 29.7% CAGR from 2009 to 2014.
Video Out-of-home advertising
Overview
Billboard ads are a traditional OOH advertising format, but there is significant growth in digital OOH (digital billboards and place-based networks) in recent years; for example, about 4,900 digital billboard displays have been installed in China and the United States.
The traditional roadside billboard remains the dominant form of OOH advertising in the US with 66 percent of total annual revenue. Currently, billboard revenue is 73 percent of local advertising, 18 percent of national advertising, and 9 percent of public service ads.
Street furniture consists of formats such as bus stops, newsracks, mall kiosks, and phone booth ads. This form of OOH advertising is mainly seen in urban centers. In addition, this form of advertising provides benefits to society, such as building and maintaining shelters that people use when waiting for buses.
Transit ads are usually ads placed on anything that moves, such as buses, subway ads, trucks, food trucks, and taxis, but also include static and electronic ads fixed at rail and bus stations and platforms. Airport advertising, which helps businesses reach out to audiences on the go, is also included in this category. Cities often accept this form of advertising, as it provides revenue for city and port authorities.
Street furniture, transit, and alternative media formats comprise 34 percent of total outdoor revenue in the US. Some of these formats have a higher national ad percentage than traditional billboards.
Maps Out-of-home advertising
Digital outdoors
Digital out-of-home (DOOH) refers to dynamic media that is distributed across location-based networks in places including, but not limited to: cafes, bars, restaurants, health clubs, colleges, arenas, gas stations, department stores, barber shop, and public space. PQ Media defines DOOH by two major platforms, digital place-based networks (DPN) and digital & amp; sign board (DBB); DOOH networks typically feature independently addressable screens, kiosks, jukeboxes and/or jumbotrons. DOOH media benefit site owners and advertisers alike to engage customers and/or audiences and expand the reach and effectiveness of marketing messages. It's also called a digital sign.
In the DOOH industry, advertising can be purchased through a programmed platform. Programmatic platforms require marketers to determine the desired audience characteristics and automatically search for a media vehicle to deliver the audience. In addition, the platform allows buyers (demand side) to plan, execute, and monitor campaigns across multiple media platforms (supply side) using a familiar workflow.
In the US, DOOH industry grows to $ 2.9 billion by 2015, representing 40.8% of total OOH expenditure. Gas stations, restaurants, and bars are the preferred locations for ad placement. With digital TV at the gas station, nearly 52 million customers get weather samples, sports spotlights, celebrity gossip, and ads with their gas every month, according to Nielsen. The weekly reach is actually larger than most prime-time TV shows. The largest company in space is Gas Station TV with 27.5 million monthly viewers at more than 1,100 stations across the US, according to Nielsen. In addition to the large number of viewers, the TV viewership profile at the pump is unique. All drivers and 76 percent are adults from the age of 18-49 with an average age of 40 and an average household income of more than $ 70,000. According to Nielsen Intercept Studies, 89 percent of consumers get involved and watch TV at gas stations and 88 percent like to watch every time they charge gasoline because nothing can be done.
The reason why this category is growing so fast is because busy people are usually busy at home and with the introduction and reception of digital video recorders (DVR), it has melted the frequency of traditional television commercials seen. Every day more TV viewers skip the ads with their DVRs, making the ads outdoors all the more interesting. Nielsen's media research study in 2009 showed that 91 percent of DVR owners missed an advertisement. As a result, traditional TV advertisers are thirsty for effective replacements, and digital outdoor advertising seems to be one solution. Digital advertising outside the home seems to be a cost-effective way to promote or market any brand or product. The use of billboards and displays for brand promotion is a cheaper way to advertise than television, radio, newspapers, and other media.
DOOH also includes stand-alone screens, kiosks, and interactive media found in public places. The availability of cheap LCD screens with built-in media player has opened the door for companies to add interactive video messages at point of purchase (POP) displays. Displays allow consumers to gain additional information when deciding on a product or service. DOOH industry growth has increased in 2009, with more producers, advertisers, and POP content developers moving to digital. Improved technologies reduce costs, and cheap digital signage makes it easier to reach consumers on a larger scale. For example, a flare is a small device placed in an outdoor ad structure that uses Bluetooth technology to connect with a mobile device. "Beacons allow you to communicate with your viewers, they also tell you the frequency with which you can say, for example, with the certainty that from 3 to 5 pm on Monday this is how many men or women walk in front of your sign and also what percentage of new people, who are repeat people, etc. "according to Mark Boidman, managing director at PJSC.
By 2015, DOOH has begun to expand into transit advertising. Tablets installed in the vehicle of popular riders like Uber, Lyft, and Grab. Digital ads are displayed inside the screen that allows brands to reach high-value passengers. The players in this ad space are GoVugo (based in the US), port-media (based in Canada), Vieuer (based in Europe) and AdMov (based in South East Asia). This DOOH type leverages technology to improve ad distribution and targeting a better OOH audience. Tablet GPS is used to enable location-based marketing. Brands can specify geo-fencing to determine where their ads will be shown to passengers. Utilizing mobile internet, advertisers can run digital campaigns on the cloud. "Sharing ads is a new technology that allows companies to reach high-value passengers" according to Bobby Cristuta, CMO AdMov.
Printed outdoors
Printed outdoors refers to a static medium that is distributed throughout the physical space. This is:
Air advertising - Air advertising includes banner withdrawal through fixed wing aircraft and airships like air balloons and other airborne inflatables over shore, traffic jams and events.
Bicycle billboard is a new type of mobile advertising where bikes attract billboards with advertising messages. This method is a cost-effective, targeted, and environmentally friendly form of advertising.
Distribution of Brochures - The display of information in public meeting rooms such as transportation centers, lodging facilities, visitor centers, tourist attractions, and retail environments is a targeted way to distribute highly effective messages to targeted audiences. This method is slightly different from traditional OOH because consumers choose their own message material and can take the message with them.
Advertising boards - Billboards (or Bulletins) are typically located in highly visible traffic areas, such as highways, primary arteries, and major intersections. In the US bulletin is usually illuminated. Artworks of advertising, generally printed digitally on large vinyl coated cloth membranes, are often "rotated" by outdoor installation operators among multiple locations in a metropolitan area to achieve the desired population coverage as defined in the sales contract. With a long period of high visibility, billboard advertising gives advertisers significant influence on commuters. This is the largest standard of home ad format, typically 14ftx48ft in overall size.
Bus ads - Enforce brand awareness and make quick memories with high-profile exposures near purchase locations.
Commuter rail view - Reaches a captive audience of upscale suburban commuters. In addition, reach day customers, buyers, and business professionals.
Sign advertising ad - ComPark is a device used for car parking advertisements; which are placed into parallel lines of the bay and are able to gain instant exposure from the riders who have just parked their vehicle. The ComPark also serves as a guide to assist motorists in adhere to parking lot sizes.
Blowing beam - similar to ordinary 2D billboard but worn on 3D objects. It is best used to market physical products rather than services. A cost-effective approach that can achieve high brand awareness and increase product purchases.
Pillow banner ads - Light columns are everywhere, allowing advertisers and events to use banners to target the right geographic location and create a large promotional awareness.
Mobile bill - Mobile billboards offer a high level of flexibility for advertisers. These ads can target specific routes, places or events, or can be used to achieve market saturation. A special version is an inflatable billboard that can stand freely almost everywhere. This product can also be used for outdoor movie night.
Poster - Target local audiences with these billboards, which are highly visible to vehicular traffic and ideal for new product/service introductions. Marketers use posters to achieve advertising goals and increase brand awareness by placing multiple units in strategic locations while lowering cost per thousand impressions. This is a standard poster format, usually 12'3 "x 24'6"; officially known as the 30-Sheet Poster.
Premier Panel - The main panel combines the frequency and reach of a poster campaign with the bulletin's creative impact.
Premier Square - Bright upper and lower light on the premiere panel gives extra impact after dark.
Street ads - The use of sidewalks and street furniture to create media spaces for brands to get their messages across the street in a cost-effective approach.
Taxi ads - Taxi ads allow advertisers to highlight their products, whether brand awareness, or targeted messages, directly to areas where people work, shop and play.
Wallscape - Wallscape is attached to the building and can accommodate a variety of unusual shapes and sizes. These billboard ads are visible from a distance and have tremendous impact in the main metro area.
Aircraft Advertising - Aircraft advertising includes product or service branding on and off aircraft. This includes wrapping planes with print SAVs, branding luggage tags, branding boarding passes, branding table trays and more.
Other types of non-digital OOH ads include airport view; display transit and bus-shelter; headrest displays; two-sided panels; junior poster; and featuring the mall.
Rule
Different jurisdictions govern outdoor advertising for different degrees.
- In the United States:
- The states of Vermont, Hawaii, Maine and Alaska prohibit all billboards.
- The other 46 countries allow some form of OOH advertising.
- The advertising boards are governed by all levels of government. The regulatory framework, created by the Federal Highway Beautification Act (HBA), asks for billboards to be placed in commercial and industrial zones. Billboard license issued by state and local authorities. Under the Highway Acceleration Act, states have strong regulatory powers including the authority to ban billboards.
- Most states have taken steps to organize digital (electronic) billboards, featuring static images that change (typically) every six or eight seconds. In 2007, the Federal Highway Administration (FHWA) issued a Guideline for States on the arrangement of digital billboards. Scenic America challenges federal guidelines in federal court based procedures. On June 20, 2014, US District Court Judge James E Boasberg dismissed the case, with prejudice.
- The rules governing digital billboards prohibit animation and scroll. The digital billboards are equipped with a light sensor to adapt the lighting of the billboard to the ambient light conditions to avoid glare, in accordance with the industry code.
- Sao Paulo, Brazil set almost a total ban on outdoor advertising in 2006. The ban requires that all billboards and banners be removed and store signs will be greatly reduced in size and superiority.
New technology
Media fragmentation, competition from online media, as well as the need for greater efficiency in media purchases that encourage companies to offer billboards inventory aggregation services Interactive services are becoming increasingly more common by moving to digital outdoor advertising, allowing the public to connect, share, and interact via their mobile devices especially via WiFi connections.
See also
References
External links
Source of the article : Wikipedia
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