OOH Statistics.

Why Buy Outdoor?

10 Reasons for OOH

Building & Mesh Wraps

Wall signs / Spectaculars

Intl Airport Advertising

Jet Bridge

Airport Digitals

Global Billbord Advertising

Global Digital Billbords

Japan nationwide outdoor advertising reach

Tokyo, Osaka, Kobe, Fukuoka, Sapporo, Sendai, Nagoya, Hiroshima, Yokohama +

Billboards, Walls, Airports, Bus wraps, Taxi, Rooftop, Highways, Subway +

Airport Bag claim

LIghtboxes, Digitals, Baggage Carts & More

Iconic and Premium ad space in Japan:

Rooftops, Neon, Iconic, Permanent

Indoor Shopping Malls, Convenient stores, Supermarkets

Cinema

Video Mapping / Wall Projections

| Tokyo Osaka Kobe Fukuoka| Japan OOH outdoor advertising agency |

{Billboard, digital, airport, bus, train, metro,taxi}

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.


Outdoor is the most universal of all advertising, exposed to virtually everyone who goes out of the house to work, shop or play. Outdoor provides broad, fast market reach.

Because of its continuous presence, outdoor is capable of producing frequency levels unmatched by any other medium.

Outdoor delivers your message over and over, every day of the month.

You can replace your outdoor advertising in locations reaching everyone coming into or leaving your specific market area. You can pinpoint your prime marketing areas exactly.

No other advertising medium reaches as many people, as often.

Outdoor advertising's large physical characteristics create greater visual impact on your audience. Outdoor is big, bold and colorful.

Outdoor advertising is the final reminder of your product or service; it's the point of sell before the point-of-sale.

Outdoor advertising bridges the gap between the in-home message and the out-of-home purchase. And the advantage of the "last word" is never more evident than when it comes to last-minute, impulse buying.

Outdoors' audience advantages are more than reach and frequency. They also include a qualitative audience that is more desirable to most advertisers.

The more automobiles people have and the more they drive them, the more upscale their demographic situations.Therefore, people who see a lot of outdoor advertising tend to be younger, wealthier and better educated than those who don't.

The younger and more affluent a person is, the less likely he or she is to view much television .

This fact is also brought out by S M R B .

While a typical #100 GRP showing reaches an average of 88 percent of all adults, it reaches still higher percentages of upscale prospects .

  • 89% OF ADULTS 18 TO 34 YEARS OLD
  • 90% OFADULTS WHO ATTEND COLLEGE
  • 93% OF ADULTS IN PROFESSIONAL OCCUPATIONS

Outdoors cost efficiency is similarly unrivaled. Outdoor costs less per thousand viewers, or per GRP, than any other medium. And this is true for every market , large and small. As a broad example of ad space cost comparisons,outdoor delivers : Approximately 3.3 times as many prospect impressions per dollar than radio. More than 3 times as many prospect impressions per dollar than television. More than 6.6 times as many prospect impressions per dollar than newspapers. More than 5.5 times as many prospect impressions per dollar than magazines. And 10.3 times more impressions than the cost of direct mail.

S O U RCE: OAAA Marketing 1997



BULLETINS / WALLS/ DIGITAL VIDEO BOARDS


  • BENEFITS

    1. Provide a larger-than-life message.

    2. Creativity makes them dramatic.

    3. Deliver high impact and allow an affordable long-term presence in a market .

    4. Enhance image and generate top-of-mind awareness for the client.

  • UNIT-OF-SALE

    The unit-of-sale for the 14' x 48' or 10' 6" x 36' bulletin is normally one or more units. Rotary units are moved to different locations every two months to assure coverage in a market. Permanent bulletins remain stationary.

  • CONTRACT PERIOD

    Customarily sold on a 4-8-12-month basis. Flash bulletins are available at a premium .

  • DISTRIBUTION

    Bulletins are situated at highly visible, high-traffic locations, such as near primary eateries, major intersections and shopping centers.

  • REACH

    Moved from one heavily traveled area to another, bulletins attain high reach for an advertiser.

  • FREQUENCY

    Rotary bulletins remain in one location for at least two months at a time, thus delivering high frequency in that area. As the bulletin is rotated throughout the market, frequency builds for the entire population.

  • PRODUCTION

    Bulletins, depending on quantity desired, can be computer painted, screened , lithographed or hand painted. Mechanical art work, scaled to one-half inch, should be provided at least 45 days in advance . Printed or computer-painted bulletins should be supplied by the advertiser/client at least 15 days in advance .

O utdoor advertising signs are everywhere. Is the use of outdoor advertising, interstate outdoor advertising and outdoor billboard advertising really effective? The outdoor advertising companies wanted to know the same thing. In 1999 The Outdoor Advertising Association of America, Inc. commissioned a study to measure how consumers observe and react to outdoor advertising.

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.

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