Some Outdoor Facts & Figures (USA)

The definition of outdoor has changed dramatically as the industry has developed new outdoor formats in response to the needs of advertisers.

WHY OUTDOOR WORKS:

Outdoor can create high awareness levels among primary audiences.

• TOTAL REACH
• HIGH FREQUENCY
• CONSTANT EXPOSURE
• FLEXIBILITY
• LOW COST PER THOUSAND
• IMPACT
• THE LAST WORD

BULLETINS / WALLS/ DIGITAL VIDEO BOARDS

The goal of the study was to determine the attention given to outdoor. A very unique method was used in this study. Special Shopper Visiona eyeglasses were used to document the 'actual' seeing experience of a passenger's perspective. These tests were conducted in the Los Angeles and New York areas. In the year 2000 they conducted another test in the Minneapolis metro area. They found that after testing several hundred passengers that the results of each market shared striking similarities.

• 70% of boards within the passengers' field of vision were examined.
• Of this group, 63% of outdoor billboards are likely to be read.
• Passengers age 18-34 were likely to take in more outdoor visuals
• Passengers age 35-49 were more likely to read outdoor advertising copy.
• 26% of respondents state that the outdoor advertising observed would influence their purchase decision.
• Women were more likely to read outdoor advertising but men were more likely to be influenced by the outdoor advertising they read.
• 66% of Hispanics examined the billboards.
• 58% of those billboards were likely to be read.
• 26% of Hispanics stated their purchases would be influenced by billboards.

Some of the primary reasons that billboards were remembered were:

Bright/cheerful colors 30%

Uniqueness (movement/extensions) 26%

The color 'yellow' 18%

Catchy/clever/cute/humorous 14%

Personal relevance 14%

Familiarity/repeat exposure 12%

Product illustration 12%

From this report it is clear that 3/4 of those traveling in car will view and read Outdoor advertising signs. This will help you in determining how much of your advertising budget should be spent in the great outdoors.

Compelling Reasons To Use OOH Advertising:

• Consumers are more difficult to reach

  Your target is on the move..audiences are becoming increasingly more difficult to reach with other ad spaces. The targeted ability of Out of Home gives the advertising immediacy while customers travel to their destinations.

• Clear focus and long visibility

  Out of Home typically can't function well trying to communicate too many messages, compared to print or radio. Therefore, you are able to target in on the most specific message for the situation..Next Exit, Over 100 Rooms, Best Show..to highlight your core appeal. Its 24 hour presence cannot be ignored.

• Cost efficiency

  In the industry there is a term, Vicious Circle of Advertising (VCA), which means: Radio, TV, Phone Book, Direct Mail, and Out of Home, all of which are within that circle of advertising that makes you unavoidable to your prospective customer. However, all these mediums come with a cost. That leads us to the third compelling reason to use OOH.

Media Cost

CPM =__________________________

Gross Impressions

To get your CPM, divide your gross impressions (total number of viewers) by 1000 (M) and then

divide your total cost of advertising purchase by that number.

Any medium added to your mix will help you create that VCA, or some would say your reach and frequency; however, OOH does so to a greater degree due to its low CPM or Cost Per Thousand..What is your cost per thousand of advertising exposure opportunities? You can calculate it using the above formula and discover quickly that using outdoor is very efficient.

Example:

Highway Billboard

Average Daily Traffic Count = 18,500

Monthly rate: $1,500

Calculate CPM

18,500 x 30 = 555,000 viewings

Thus, $1500/555 = CPM of $2.70

After going through this calculation process, you might be saying to yourself, "What is the big deal, so it's under $3.00 per thousand exposure opportunities!" It is a big deal when you compare that Highway Billboard CPM to the National Advertising Market. Average CPM - Adults 18+ Top 100 Markets

Rotary Bulletins $390

Radio :60 drive-time $5.92

Magazine 4/C Page $9.14

Television :30 prime-time network $18.90

Newspaper 1/4 page b/w $11.03

Top 10 reasons to use outdoor

• Sight: Communicates with the dramatic impact of size and color - big, bold andhard to ignore.
• Targeting Ability: Able to reach your entire target market while eliminating waste circulation.
• Reach: You can't beat outdoor for the sheer size of the audience.
• Editorial Environment: In outdoor, the medium is the message, encased in a beautiful framework, wherever you want it to be.
• Efficiency: With the lowest cost per thousand of any ad format, outdoor has always been, and still is, the best buy.
• Effectiveness:Outdoor sells constantly and rapidly builds and maintains brand awareness.
• Adaptability: With a variety of format options, outdoor can be customized to fit every adver tiser's needs.
• Speed:It is quick and easy to plan and place your billboard ads.
• Ease of Access: The planning, buying and tracking of your campaign is now easier than ever, thanks to recent technology advances.
• Cost: Compared to other mar keting vehicles, billboards are a relatively low-cost method of advertising. Outdoor advertising has the lowest CPM of all other types of mediums offering more bang for your buck.