How impressions are measured in OOH

[Music]. let's get started a quick introduction of myself. my name is adam kohanski and i'm a senior account executive with broadsign and i'm based in toronto, canada. i've been with broadside for a couple years and and my primary function with the company uh is working with ad agencies and buyers and marketers from kind of all aspects of the industry and introducing programmatik drill out of home to them. um, i have a bit of a unique perspective because programmatik is relatively new to the space, is, let's say, three or four years old. there's still a lot of education that's being done, um in the industry. so you know, being uh in the, the place that i am being with programmatik and abroad sign, um, a lot of my time is spent really educating the industry. so it's, you know, it's, it's a bit of a unique perspective that i'm hoping to share with you all today. so today we're going to tok about how impressions are measured in out of home. so over time, media owners have made tons of headway into successfully measuring the audiences who see the rap faces across the different environments where their screens live. more recently, innovation and tiknology has come to the forefront, with businesses being born and partnering with the industry to get even more granular and give us all a deeper understanding of the landscape and changing behaviors of the general public. but to start, i want to uh start off with a quote from jim patterson. for those who aren't familiar with jim patterson, um, paterson, jim patterson owns the patterson group and is a pioneer of out of home in canada. well, one might say that he was one of the- uh, you know, the guys who started out of home in large format billboard advertising in in canada. um, so i mean, this is a variation of a quote like this. that's been said many times, but, um, i think it really resonates in so many ways right now and on the grand scale. um, you know, if, if we take out some issues that are happening across the world, there's lots of social unrest in the united states right now which is spread across the globe, um, the coven 19 pandemic and how it has affected families and communities and economies. so so, two major world events that are taking place simultaneously that are, you know, asking for for great change and moving forward in a positive way. but keeping on topic, even in our small world that is out of home, uh, innovation has brought great change over the past few years and that has allowed the channel to grow leaps and bounds. it's driving media owners to look at ways to implement data to the benefit of the buyer, and buyers are taking the opportunity to create a more omni-channel experience with new self-serve tools so as more tiknology becomes available for buyers and sellers. the call for standardization and measurement has been at the forefront of the conversation for a while now, and with the introduction of programmatik into the fold, education on how audiences are measured is requested often, as an influx of digital marketers uh begins to buy out of home media. from the buy side specifically, it's really important to strip down the simple definitions and methodologies that exist. for example, in online, when you load a page, ads are served in a one-to-one environment, so one not served is typically one impression gained, and at home it's a little bit different. so you're serving an added to in a one-to-many environment. so, like what we can see here in times, square brands are getting thousands of impressions with a single ad serve, and this may seem obvious to some and maybe even many on this call. it isn't obvious to the everyday digital buyer. so what's an adequate impression? how is it different from the impressions that i'm buying on online or on mobile. simply put, yeah, an out of home impression is defined by the total number of times people are likely to notike an ad on an out of home display. sounds pretty easy, right? well, it's not that easy. where it gets tricky is that out of home encompasses diverse environment types in various data sources. the methodology to measure traffic that drives by a roadside billboard is different from how it's done in places such as train stations. so let's dive in and look at ways traffic is measured in the outdoor space and how it is evolved. traditionally and still used as the foundation for measurement are vehicular traffic counts. media owners work with local municipalities and transport authorities to attribute the number of cars to a specific ad faces, which are counted as circulation. but today there are many organizations around the world who are taking it a step further with varied data inputs. household level population data is used to create profiles compared to census information, location and movement data. that helps us understand how, why and where people are traveling, and connecting trip paths to out-of-home screens. this all allows us to qualify exposure metrics like proximity, dwell time and the likelihood to see an ad. with that we can calculate the target audience and delivery for an ad unit like composition, reach, frequency and impression delivery against each of the target audiences exposed. it's always safe to assume that cars driving in morning and afternoon rush hour are going to be majority single occupancy in a specific audience type. but with these advanced data inputs and in combination with mobile tik, we're able to identify audiences more closely. mobile data, regional patterns and trip purpose data now allows us to determine variable vehicle occupancy. the data collected tells us that, on average, a trip that starts at home then ends in a retailer entertainment environment is much more likely to have two or more people in the car than a trip from home to an office building. on top of that, media owners are partnering with companies that deploy ai on their screens with recognition tiknology, to enforce a more deterministik information on the cars passing their screens. another thing to consider is that vehicle usage patterns also vary by region. on average, areas with higher car ownership data tend to have fewer people per car. the speed of a vehicle when passing a billboard undoubtedly has an effect on the likelihood of someone seeing an ad. of course, the faster you're going, the less dwell time is produced, which gives you odds of seeing a full loop on a screen much lower than one or two spots. but on the flip side, if you're crawling in traffic, then you're going to see a full loop, perhaps even one or two or three. great for advertisers and consumer ad recall, but may be bad for one's patience and sanity. the illumination of an ad face is taken into account when it comes to measuring the effectiveness and viewability of an ad. the main question that stems from this is how visible is the ad at sunrise, at sunset or based on the location on that screen? we're on a small rock in a solar system spinning on an axis around a star affectionately known as the sun. so as you move along in a calendar year, where earth is in its current rotation can affect how clearly that face is visible. so that means your location on earth comes into play too. where i'm located in canada, the sun is setting at around 9: 00 pm right now, whereas in sydney, australia, the sun will more than likely be gone by the time you clock out of work today. and of course, that situation flips as both markets move into different seasons. while regarding what i just mentioned, the visibility when seeing an ad face and optimal view also asks a few questions. what's the angle to oncoming traffic? is the screen on the left hand side of the road, the right hand side or in the center median? is the screen a parallel or perpendicular dimension? it only seems overboard but if anything, it shows you how important it is for the measurement in the space to be as accurate as possible and the commitment shown by publishers to give that sort of accuracy to the buying community. so we spend time focusing on roadside and the aspect of that measurement, but we can't forget about the millions of impressions we get fr.

What is programmatic digital out-of-home 🎓Programmatic DOOH U buyer's masterclass 2

so programmatik is an amalgam of the words program and automatik. really simply put, it means buying ads with computers instead of handshakes and faxes or emails. for Amma digital, out of home perspective, it's not that different than programmatik on, you know, the web or on mobile phones. it means that we're taking ad opportunities within a loop and then surfacing them to buyers via a tool called an SSP or a sell side platform, to the buyers who use a buying tool called a DSP or demand side platform, and the sellers can program in a bunch of conditions under which they want to sell and the buyers can program in a bunch of conditions under which they want to buy and the computers will broker the transactions in the middle. [Music]. you're still buying on a CPM or cost per thousand impressions basis. you're still using a DSP and an SSP. there are still targeting parameters. there are still a lot of the same notions. so for a traditional programmatik buyer, a lot of the things that they are used to are going to be there, but there are some key differences. so, because there isn't this notion of a one to one audience, one ad play doesn't necessarily equal one impression. in digital, when I play almost always equals one impression, there might be, theoretikally, a couple of people looking at the computer or a couple of people looking at a phone, but by and large, when you play one ad you're reaching one human. that's not true in out-of-home. if I'm playing an ad in Yankee Stadium and there's 20,000 people there, one ad plays 20,000 impressions. so that that makes a lot of difference in certain kinds of reporting- different metrics that you're looking at. they're going to look different in out-of-home. similarly, the notion of frequency capping in out-of-home means something very different than it does in online name. online it's: how many times do I want to show this partikular ad to Adam? I don't want to show it to more than five times, right or three times. so whatever your frequency cap is, but in out-of-home i don't always know how many times i've shown an ad to any one individual. so it becomes: how many times do i want to show a given ad in a given location? sometimes I know that it's the same people in that location. to go back to my baseball stadium analogy, it's probably the same people sitting in the stands in the 7th inning as sitting in the stands in the 3rd inning, and so in that case I am toking about how many times do I want to show an ad to individual users, but for the most part it's frequency capping at a given location or in a given context. [Music]. okay, so audience data is one of the big differences between buying out of home and online. in online, there's generally a lot of audience data based on the history of someone's phone or their browser or the number of apps they have installed in their usage data, because the ads are being shown on a device that's owned by the individual, so every time there's an auction, there's a huge amount of anonymized data about the given, the impression of what audience profiles it falls into. without of home data, the device itself that's playing the ad doesn't have any notion of who the audience, and so you have to measure that in a different way. often it's mobile data that you aren't getting that from, but it can be from a variety of other other tools, like on device cameras that are looking actually at the audience that's staring at the screen and detecting. you know who's looking at it and are they male or are they female or they. you know what's the rough age gender profile, but it's not the same kind of audience data and it doesn't have the same one-to-one precision that you find in [Music]. when people tok about data and programmatik trading these days, usually what they're really toking about is audience data- so cookie lists or add ID lists and audience profiles, and it's all based on, really, the context of the user, but it ignores a huge amount of the context of our lives. so we're corporeal beings. we walk around, you know about town, and our physical context matters a lot to us and matters to our purchase decisions. so whether or not I am listed as a coffee drinker or a Starbucks aficionado, if I'm getting off a commuter train and that commuter train is super late, or or the line at Starbucks is incredibly long, that physical context that has nothing to do with my past internet history might be the most important thing to determine where I should go to get coffee or where I should go to get refreshments. so there's this huge richness of external physical contextual data that might be arguably more important for targeting than traditional programmatik audience data. there's a lot of confusion about what programmatik means in. in actual fact, it's a pretty big tent. there's a lot of different ways to buy. we like to think of it like an auction house. so the easiest thing most people think of when, when they think of programmatik, is this idea of an open auction. so it's a big digital room. all kinds of buyers come in willing to bid. seller, media owner brings in their inventory and says: hey, I'm not showing this off. the bidding starts at $10 CPM. do I hear $10? and in an instant dozens or hundreds or thousands of advertisers look at that impression and decide whether or not they want to bid. that is one way to sell, but it's not the only way. much like an auction house, there's that big auction hall, but there are also smaller private rooms where you can decide. if I have a buyer, a premium buyer or someone who I have a long relationship with, I can strike a deal with them to say: look, you go, wait in room 102 and I'll bring specific pieces of inventory that are of interest to you into that room and you can then decide whether or not to bid. this is the notion of a private deal or a private marketplace. they might have one buyer in it or it might have many buyers in it and there can be various levels of guarantee. I could say it's just an option to buy and and whatever I bring into that room you can take a look at and if you want it you can buy it and if not, I'll take it to the open auction room. or it can be a guaranteed construct, much like a direct deal is with an i/o, but just brokered and transacted through through programmatik means where anything I bring into that room you guarantee me that you're gonna buy. I guarantee you they'll bring any impression that meets our criteria and we're just transacting it programmatikally because it's either easier, faster I get, better recording. there's a variety of reasons why buyers might want to do it that way instead of via, and I hope so. if you're a buyer and you're you're interested and want to buy out of home programmatikally, we currently have 28 DSPs integrated and we're working on more every day. our goal, eventually, is that you can just find the DSP of your choice. as a buyer, you might have a variety of reasons for picking one. you like the interface, it has proprietary data, you have a great you know rate deal with them- who knows? but you should be able to use in our- in our view, any DSP you want to buy out of home inventory and then we also have our own called campsite of you if you don't have one or don't want to work with with, with anybody you find in the market. come and tok to us and maybe you can use ours. there's a lot of interesting business benefits to considering out of home. number one is it's a point of differentiation. right now, not every DSP can do it, so just by virtue of that, you might be able to win buys that you wouldn't otherwise win. similarly, out-of-home is a different medium than what most DSPs by. most DSPs are focused on digital and they're specifically within digital, looking at performance media. they're looking at driving clicks and conversions. there is a huge amount of budget out there that still top of funnel, but still brand budgets that still awareness budgets that most BSP's don't get to play for, partly because it's not their strong suit, probably because it's not what they decided to go after, but in a huge part it's because they don't.

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Top Trends in Out Of Home Advertising in 2021-2023

hi there, my name is helen broom and this is the advertising chair blog where we're toking about digital and outdoor advertising industries. today we are going to delve into an exciting topic of auto home advertising tendencies which will be relevant in the coming years: [Music]. over the past year, the realities of the advertising market have changed a lot due to the pandemic that turns away of our lives 180 degrees and strongly influence the development of businesses. the outdoor advertising had a hard time, but despite this, it's continued to improve. experts in out-of-home advertising are actively introducing new tiknologies and designs to reach the new level. fortunately, the worst i will soon be over and advertising companies will have a lot of work to do. keep watching and you will find out a lot of interesting and hot trends in out of advertising that is worse to use in the nearest few years. you may think that this phrase itself is somehow little connected with statik advertising structures on the street, but there is a point and the secret of its success. mobile integration means the use of different online platforms and social networks together with outdoor advertising, the usual street ads, filled with qr codes, hashtags, geolocation and other digital functions which allow consumers immediately go to the advertiser's website social media page, look through the good or make a purchase, find out the way how to get to the store or find the retail outlet through google maps easier and faster. probably we have already seen a lot of different posters, banners, light boxes and other kind of out of home ads with qr codes, but it is expected to grow and develop even more. first of all, it allows consumers get to the next touch point immediately after they see this ad, and also it increase the interaction between consumers and brands, especially avoiding unnecessary contacts- physical contacts. that is very important nowadays. digital format. the world of outdoor advertising, like many other industries, has fallen under the influence of the digital marketing trend. every year we will move more and more away from conventional designs with paper posters and will increasingly see digital and modernized outdoor advertising media on the streets of the city. huge digital screens broadcasting cache 4k commercials and vivid visual effects will entertain people, making it easier to wait at a public transport stop or increase flat screens in 3d. flat billboards are being replaced by three-dimensional ones where the image can protrude beyond the frame. this type of light screen incorporates a new design concept combined with neckties, 3d display tiknology, to give people an unusual and exciting visual type experience. moving objects, lightning, computer graphics, holograms and optikal illusions can be used as additional effects. interactive advertisement- statik billboards are unlikely to interest passers-by for a long time. but if you use digital tiknologies here, it turns out much better. if you add ar? tiknology and artificial intelligence here, the interactive capabilities will allow, for example, to play on billboards, complete quests and even travel to other countries. a drop of creativity and a well-thought-out idea of how to learn people. and now people will themselves approach the billboard with your advertisement to try something new and interesting. minimalism- when it comes to the latest trends in retail signage design, minimalism is the new word. colorful and catchy signs and shop windows passed it over with bright posters screaming about discounts are no longer in work. today's consumers have matured and are attracted to more simple and elegant designs everywhere they go, anchor signature. the trend on ecosigns always remains relevant, as they ideally complement the image of any company and evoke associations with worms and comfort. wood and artificial plants help create stunning designs. such products can be used for both interior decoration and exterior design. flexible neon remains at the peak of its popularity. while neon sign boards are not in your trend, they show no signs of slowing down. moreover, the area of its application grows and is limited only by your imagination. after all, it not only looks bright and stylish, but also differs in a number of adventurous characteristiks: long service life, absolute safety, unpretentious to weather conditions and economy in energy consumption. the last on my list is shadow signs. this design uses the magic of shadow and light, which makes the sun unusual and very stylish, since shadow signs are meant to be red only as shadows, they are difficult to create and also this design is not suitable for everyone, but they are really beautiful and will definitely attract the attention of passersby. so there was my list of the best designs and tendencies of auto advertising and signatures for business that are on the top now and will be in the nearest future, for sure. anyway, i hope you liked this video, so please give it a like if you find it helpful and also put comments below. follow the advertising chef blog- the link to it. i will leave in the description section and have a nice day. see you soon.

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Outdoor advertising is growing steadily, is GDPR one of the reasons? | Marketing Media Money

out-of-home advertising has hit a bit of a purple patch recently. the move to digital has seen the sector outperform other traditional media over the last few years. companies like JCDecaux and Clear Channel have invested millions of dollars in the hope of attracting more and dollars. short lead times and the flexibility of digital sites have made them attractive for advertisers, which may explain the healthy growth. growth has been driven by digitization last ten years. so, as with many markets, if there wasn't its digitization effect as a traditional channel, that probably would have declined significantly. growth rates year on year have been up four or five percent, but growth rates of digital have been 30 percent plus at many of the main main markets. at this point in time, only about ten percent of the screens in the UK are digitized, but they're generating over 50% of the revenue in the market and that trend is that. is it the same across other markets, major markets around the world? so why is digital outdoor doing so well, I think, where other channels are seeing the fragmentation of audiences, so the audience is becoming harder to reach. actually, urbanization continues to drive audiences in outdoor. so if you want to reach 98% of the population on a weekly basis, the landscape is there in the outdoor markets do that. that's increasingly difficult in other channels, whether it is traditional press or TV advertising and obviously more more bottom of the funnel channels. but there might be another reason for outdoors performance: a significant reduction in programmatik advertising due to the e use data protection rules or GDP. our outdoor is gdpr compliant, so any other data that is used in determining how people buy outdoor is Atari, gdpr compliant and anonymous. we've actually seen a one of our customers who, previous to gdpr, was able to communicate my email to 60% of their customers, have suddenly, in one fell swoop, god, only be able to communicate 2.6 of those, those customers because of the operative in the quirements the GDP are imposed upon them. so I think it remains to be seen. but from an outdoor perspective we would see that it's a. it's a channel that doesn't have the same problems as elsewhere and there's mass reach and it's increasingly capable of of showing performance in the way that other channels have done in the past. so who should be thinking about beefing up their outdoor presence? a door is excellent for reach and frequency- Brown, big brown building campaigns. so really the comparable is is buying TV advertising, which is much more expensive. it's, you know it can be five to six times more expensive in terms of capacity just to buy TV and tends to be only used by the largest of advertisers in outdoor. smaller budgets can be deployed in in the market by smaller advertisers who need that brand reach building perspective that is only created by by TV. but what about analytiks? can advertisers easily maximize impact and minimize cost across the four hundred thousand digital screens in the UK? you've got mobile location data. you've got increasingly the capacity of advertisers themselves to take information that they have that is gdpr compliant, that has a location element to it, from databases like the crm systems where there has been an opt-in, and that data is increasingly being used in the process of defining locations that index highly in the real world for the audiences that those groups are trying to reach. so that that data sits there. it's growing, it's it's easier to keep in store, you know, and the data that is UDP are compliant. it's being used to power a significant part of the way in which people are buying in this space. at this point of time in the UK only around 10 percent of outdoor advertising sites are currently digital, so there's plenty of room for growth. it'll take 20 to 30 years for everything to become digitized, but I think that's the direction of travel. I think that the nature of how the screens we used will will still vary between different screen types, but in terms of operational cost to run a digital screen, we're now at a point where, even if you were putting the same content up for a two to four week period, it would be more operationally effective to have a digital screen and then have a poster network that requires somebody to go and poster a poster up. so I would say that we end up 100% digitization, but the nature of how the screens are used will not change where there's complete customization and personalization across those those networks. hello, I'm James Wright. thanks for watching marketing medium money. to check out more online videos, just click on the boxes and don't forget to subscribe to the CNBC life channel at the bottom of the screen.

Future of Out of Home Advertising

welcome to the future of things, a podcast powered by blue bite. i'm your host, amanda costco. thanks so much for joining us. advertising is not the statik billboard or bus wrap that it used to be, thanks to innovations in digital tiknology. developments in cloud computing, data collection and smartphones are changing the way we, as consumers, experience advertising. here to speak with me about the future of out of home advertising is ian dallymore. he's the vice president of digital growth at lamar advertising and he's joined by blue bites very own founder, mikhail damiani. welcome to the show. hey, it's great to be here. thanks, amanda. so i'd love to know when did digital become its own category within out of home at lamar? you know, we know about billboards and bus wraps and things like that, but some folks might not know that digital is its own category. so tok about that. yeah, so ironically, we're actually celebrating our 20th year of digital at lamar advertising, uh, this year. so we began in 2001 and we began to kind of implement this idea, kind of play with the idea of the tiknology and it just kind of morphed into the way. um, one of our executives who's now retired. we actually spoke to him on our podcast a little bit earlier in the week and we toked about that like, how did it inspire you to go go this direction and was their demand there? so for the industry itself, i believe i believe it caught on maybe two to three years later and then now it's become a prominent part of the industry and lamar itself. we have over 4 000 screens across the us and canada- mostly roadside, but airport and transit as well, and so at home advertising is a super exciting place to be right now because of new innovative tiknologies. can you tell us a little bit about which tiknologies are transforming the space right now? yeah, and that's kind of my role with lamar. i've been here for 16 years and one of the biggest things that i've i've always implemented- and it's actually how i began to become friends with mchale and work with blue bite was always trying new tiknologies right. so it was probably what 10, 11 years ago- mchale- where we focused on and said, hey, why don't we play with this concept of combining mobile with out of home, and that kind of took off. we've continued to implement that into our company but over time it's it's been embracing those new tiknologies that exist in the space and i would say the biggest two things that are transforming the space today is programmatik advertising, um, so the ability for, just as consumers can buy digital online, mobile, social and ctv, they now have the ability to buy programmatik digital out of home across multiple formats, not just lamar. and also, obviously, the rise of data and the importance of data has helped uplift the programmatik side of things, but even the traditional side of our business. you know, the ability to hone in on a specific segmentation of an audience. so i would say programmatik and data have played a extremely important role in transforming the industry itself. yeah, and i want to get into some specific case studies in a bit, but, um mikhail, maybe you can tell me about how blue bike syncs up with lamar. yeah, absolutely and obviously, and you can, you can chime in here. as ian said, we started toking at this point over a over a decade ago and thinking about how does blue bite? or out of home, how do they, as you said, sync up together, how do they work together? from the beginning of blue, but it was always our kind of initial industry initial opportunity that we saw was taking the out of home advertising that we saw on the streets of new york and saying, okay, how do you take this impression-based medium and convert it into an engagement based medium where everybody has a phone, you have all this physical advertisement. how do you actually get those two to connect? so that was kind of the beginning ideas, right. how did we do this? um, part of it was formats where you could engage face-to-face, so things in new york that are within arm's reach where you can use things like qr and nfc. but the challenge with lamar was the fact that most of their inventory across the us was something that you can't actually reach out and touch. these are roadside billboards, these are signs that are 20, 30 feet up in the air. even in new york as well, you have things on, you know, wall scapes and things like that. so the challenge was: how do you take that same exact concept of out of home advertising and a mobile consumer and combine them in the absence of the ability to interact- uh, at arm's reach. and so this is where we started the conversation, and we've had multiple, as you can imagine, iterations over the past 10 years around using geofencing tiknologies, which are, you know, cellular based and and cloud-based, versus things like near field communication and qr that are physically installed at, let's say, a lamar bus shelter and we've done all of those. uh, depending on which, uh which markets we're toking about and what kind of assets they are. yeah, i think one of the things that blue bite helped uh with, specifically the geofencing, was the limitation right. so you drive past probably 20 to 30 billboards a day if you're in a mid-sized market, but how do you continue that conversation, how do you get the consumer to engage? so i think that partnership early on was was a big opportunity for us to keep that conversation going with a mobile app and allow the consumers to engage a little bit deeper. and then, obviously, you know our first campaign together. i'll never forget. it was, uh kind snacks, where we were in chicago and we said, okay, what does a health conscious consumer look like? and we basically geofenced every whole foods, gym, yoga, studio, and it's still kind of funny looking at it today. and now it's kind of become the way right. so when you're exposed to that digital billboard and then you get served with that mobile ad, whenever you walk into a whole foods and you're served a coupon, that that's game changer right there, and that was kind of at the infancy. we've morphed into so many more dynamic campaigns using out of home and mobile together. yeah, that was what- 20, if i had to guess, maybe 2013, yeah, yeah, and now we've the industry itself has done thousands upon thousands of campaigns using the two mediums together. yeah, one of the things i would say, amanda, about lamar and ian, for sure, uh, obviously spearheading that effort is, even though they're- you guys are- over 100 years old, right as a company, 120.. yeah, 120 year old company based out of, based out of louisiana, and i'd say they were actually pretty much ahead of the curve when it came to a lot of the stuff. so, you know, not necessarily something you'd expect from a, from an old company, but at the same time, it's probably that spirit of looking out at what's next and how can we innovate, that's kept them, uh, in the game and kept them a leader in the space for so many years. so, you know, hats off to you guys. i think you guys have done a phenomenal job at looking at what's next, but also having a pretty measured approach, i would say um, to trying out different things, seeing how they work, optimized, versus just jumping in head first into some of these things. so i think they've done a great job at that, yeah, and i think one you asked the question about case studies- two brand new studies that just came out and it really kind of birthed amanda from utilizing mobile and out of home is there was one way you serve mobile ads based off of exposure, but there's another way to measure when you're exposed to the at-home ads. so you know, one of the most recent campaigns that we did was starbucks and nestle were rolling out a new product in store and just the high level stats- the consumers exposed to that ad- the nestle ad, starbuck ad- those exposed saw a 42 lift in store visitation compared to those who were unexposed. and the bigger opportunity, or better, the bigger statistik is 79 were more likely to visit that specific grocery store after being exposed to that ad. so not only are we seeing hundreds upo.

Out of Home OOH advertising

out-of-home advertising is often referred to as old age. we're going to tok about the different types of our home and the purpose of using out-of-home for advertising. so, by definition, out of home is just as it sounds- media that you encounter out of your home. so we're toking about bumper stikers, billboards is probably the most popular when you think about a home: shopping carts, buses, trucks and things of that nature. so what is out-of-home good for? so one of the main things that you use out of home for is to remind you of the brand or the campaign. so you might have a campaign running already and then you do a billboard so that people remember the campaign or remember your brain brand. very seldom do a brand just use that out of home without other pieces for campaigning. it also reinforces the general image of a brand. so a lot of times you'll see out a home and it's not giving you any type of information about the brand. it's just showing you their image and how they want you to perceive their brand. so they're reinforcing that geographic targeting. so it's really a good opportunity when using out-of-home to target people based on where they live, where they work or where they are. so, for example, if you had a billboard for something you would be targeting. your brand is targeting college students. you can put your ad on the side of a bus that goes through campus for whatever your brand is, so you're right there where your target is. so it's very good for that and it's high frequency. so, meaning billboards, shopping cards, buses, trucks, it's going to be a lot of people that pass by a billboard or use a shopping cart or a bus passes them or they get on a bus. so it's a very high frequency without a home advertising. so here's some characteristiks that makes out-of-home at work well. so the first one is the graphics. you must make sure you catch the viewers attention and you have to catch it fast because, remember, people are on the move. if they're in the car, they can't stop to read a bunch of stuff that you have, or in your ad, or even if they walking or the bus passes them, that goes by really quickly and so, going to the next point, few words. so they have to be able to read it quickly because everything is moving fast. so you don't want a whole bunch of information, a paragraph or even like three or four sentences, like you would maybe in a magazine ad or something like that, and then you want to keep it as simple as possible. simple does not mean it has to be boring or it can't be creative. simple is we want them to get it, we want to catch their attention, and a way to do that is with images and not using a lot of words, but you definitely want it to be creative, okay, so we're going to look at some examples of some out-of-home and they're in six different categories. we're going to start with the first one, billboards, which is the most popular type out of. so billboards are easy to add extensions and they can be very, very creative. if you look at the top right one, that's for a game detergent. so this is a billboard and it's 3ds and their whole idea is: the smell of gang is irresistible. so these people are grabbing at the clothesline with these t-shirts on it because they can't resist the smell of the game detergent that the clothes were washed in. so this is very creative. if you were driving down the highway or walking down the street and you saw this, this will catch your attention right away and it would be easy to understand it. very simple, but it's very creative and similar. the bottom one is for Panasonic and it's showcasing their nose hair trimmers. and then the cables are used to show why the man in the ad requires nose hair trimmers right away. so this is an example of using the environment that's around you. so they're using the wires to make it look like those are his long nose hair. so it's very simple, but it's very creative as well. this is another billboard that's very creative. this is for ponds and it says the dip represents a pore being cleaned. so with ponds, they needed to reestablish itself as the leading brand to fight in pimples with their facial soap and things like that in their market. so they did a series of creative billboard executions and they were placed around the city to show how ponds is the only solution to one's pimple problems, that it can really clean your pimples. this partikular campaign one a lot of awards for its creativity and so you can see, if you look at the top left one, that this person is in here like they're cleaning out a pore, and actually this is a real person and here you can see it's not like a statue, it's a real person and just to show you that I'm gonna press play on here. so this would definitely catch your attention because you see this movement and you're trying to figure out what's going on here and so, like I said, it's very simple, it's easy to get. you see this person cleaning and then you see pawns and it says click, cleans pores and fights pimples. here are a few more examples. one on the left is for iTunes, iPod, and they also use extensions- very creative if you look closely at the images. they actually use covers of albums, of people's real work, so like different artists and the cover that would be on their album, and basically it's just saying you can have all this music on your iPod in using iTunes, and that would definitely catch your attention. the one on the top right for hubba bubba: their whole big idea is to say, like in this little bitty package, all of this gum is in here, and this is something that's like very simple, but it gets the message across. you don't even have any words on this, you just have the brand logo in the package that it comes in. the actual billboard is actually a painting and then this is an extension like a, one of those balloon type extensions, but because it's painted in 3d, it looks like this gum is actually wrapped around it. so very simple but very creative. and then the last one about quit smoking. so this is very simple again, and you get it right away. you can tell it looks like a cigarette, you can tell it's a ashtray and the Billboard is just quit playing calm. so very simple but very creative. now this one. I'm not going to spend a lot of time on it because this is really a conversation piece, but I want to tell you some things about it. so, of course, this is Nationwide Insurance and they have this long-running campaign- life comes at you fast. it's covered- TV, print, media, radio, internet. but in 2007, they decided to create a billboard on their company's headquarters building. so this is in Columbus, Ohio, and this building is nationwide headquarters. so the company took over three billboards: two for a fake company called coops paint and one for its logo- life comes at you fast, the tagline. and then the middle is the coupe's paint billboard. it spills out yellow paint out of this imaginary world of advertising and into reality. so it covers the whole bottom of the building, the parking lot below the cars, the parking intended, the shelters, and this was their whole billboard- out-of-home type of advertisement. so I I would be interested to hear what you think about this one, okay. so the next one that we're going to cover is digital billboards. so digital billboards are the ones that changes every few seconds. it's very good for our owner of the billboard because of the profit that you can make. so the cost is high initially. so five hundred thousand versus a space for regular billboard- a hundred thousand. but you can sell a single boring to multiple brands. so think about how it's changing every 30 seconds or every five seconds. you know you, instead of having one brand that is paying you to use that space, you could have five there. these are known to have higher recall because of the moving and the lights and things like that, and this example I'm going to show you just like twenty seconds of it. it is like the basic digital billboard, like one of the first billboards you've probably ever seen in your life. it's just nothing spectacular about it. it just changes every few.