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Outdoor

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Irish Marketing Journal
Irish Marketing Journal

This document summarizes the key benefits of outdoor advertising. It discusses that outdoor advertising [1] reaches a wide audience through large formats in prominent locations, [2] gives brands a big presence with quick, attention-grabbing messages free of editorial clutter, and [3] interacts with people's daily lives by entertaining, informing and amusing audiences. Additionally, the document notes that outdoor advertising [3] delivers good exposure and coverage when used as part of mixed media campaigns.

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Outdoor Philip Sherwood Director JNOR
Outdoor Media Owners Specialists Bravo Outdoor Kinetic CBS Outdoor Poster Management Group Clear Channel Ireland JCDecaux Joint National Outdoor Research
Recognisable Big & Clear Iconic Says what it is
Using Icons status to deliver a message Highlighting Global Warming Got the attention of LA
Fundamentals of Communications
Getting Someone's Attention Target Audience Brand Message delivery Age/Sex Design/look Price /Promotion Socio economic Pack/logos Launch /refresh Urban/rural Imagery Information/ direction Tribe Tone /style
Heres Why Youd Choose Outdoor
because Sizes, formats, loc ations, variety to answer all briefs
and Gives a big brand feel No editorial clutter Quick & short messages Location location
Outdoor
Outdoor
Outdoor
Outdoor
If youre innovative you dont have to outspend the competition just out think them
plus 14 days exposure 100 Rapid coverage build 80 Percentage coverage in week 1 & Increased frequency in week 2 60 Delivers a professional 40 brand feel Outdoor interacts with 20 consumers daily lives 0 Entertains 0 2 4 6 8 10 12 14 Informs Number of days Amuses
and theres more You dont just have to use outdoor alone In the UK its been +25% shown that mixed media campaigns with +15% outdoor, adds to the overall campaign +45% reach Lastly +35% 341,000 more people are looking at outdoor than in 2006 vs 2011 census
Who can use Outdoor Everyone Targeted by Motorists, Shoppers, Students, Geographically, Socially and by User occasion Cost of entry is down Digital printing means small runs possible and large ones cheaper
So ! Back to fundamentals Know your audience - Know your brand - Know what you want to say Get a brilliant creative idea Book your outdoor campaign and make people aware
Outdoor
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Outdoor

  • 1. Outdoor Philip Sherwood Director JNOR
  • 2. Outdoor Media Owners Specialists Bravo Outdoor Kinetic CBS Outdoor Poster Management Group Clear Channel Ireland JCDecaux Joint National Outdoor Research
  • 3. Recognisable Big & Clear Iconic Says what it is
  • 4. Using Icons status to deliver a message Highlighting Global Warming Got the attention of LA
  • 6. Getting Someone's Attention Target Audience Brand Message delivery Age/Sex Design/look Price /Promotion Socio economic Pack/logos Launch /refresh Urban/rural Imagery Information/ direction Tribe Tone /style
  • 8. because Sizes, formats, loc ations, variety to answer all briefs
  • 9. and Gives a big brand feel No editorial clutter Quick & short messages Location location
  • 14. If youre innovative you dont have to outspend the competition just out think them
  • 15. plus 14 days exposure 100 Rapid coverage build 80 Percentage coverage in week 1 & Increased frequency in week 2 60 Delivers a professional 40 brand feel Outdoor interacts with 20 consumers daily lives 0 Entertains 0 2 4 6 8 10 12 14 Informs Number of days Amuses
  • 16. and theres more You dont just have to use outdoor alone In the UK its been +25% shown that mixed media campaigns with +15% outdoor, adds to the overall campaign +45% reach Lastly +35% 341,000 more people are looking at outdoor than in 2006 vs 2011 census
  • 17. Who can use Outdoor Everyone Targeted by Motorists, Shoppers, Students, Geographically, Socially and by User occasion Cost of entry is down Digital printing means small runs possible and large ones cheaper
  • 18. So ! Back to fundamentals Know your audience - Know your brand - Know what you want to say Get a brilliant creative idea Book your outdoor campaign and make people aware