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Support MediaSupport Media
The Role of Support Media
To reach those people in the target audience that primary media (TV, print, etc.) may not have reached or to reinforce primary media’s messages.
To reach those people in the target audience that primary media (TV, print, etc.) may not have reached or to reinforce primary media’s messages.
Alternative Media
Alternative Media
Nonmeasured Media
Nonmeasured Media
Nontraditional Media
Nontraditional Media
Alternative Media
Alternative Media
Out-of-Home Media
Out-of-Home Media
Support Media
Support media are also referred to as:Support media are also referred to as:
Outdoor AdvertisingOutdoor Advertising
Aerial AdvertisingAerial Advertising
Mobile BillboardsMobile Billboards
In-store MediaIn-store Media
Promotional ProductsPromotional Products
Yellow PagesYellow PagesYellow PagesYellow Pages
Promotional ProductsPromotional Products
In-store MediaIn-store Media
Mobile BillboardsMobile Billboards
Aerial AdvertisingAerial Advertising
Outdoor AdvertisingOutdoor Advertising
Examples of Traditional Support Media
SignageSignage
TraditionalSupport Media
TraditionalSupport Media
Outdoor Advertising Can Break the Two Dimension Barrier
Blimps Carry the Message High and Wide
Trucks Become Billboards on Wheels
Car-Tops Grab Pedestrian and Passenger Attention
Gasoline Pumps
Gasoline PumpsGasoline Pumps
Gasoline Pumps
WallDrawings
WallDrawings
Car TopSigns
Car TopSigns
Ski LiftPoles
Ski LiftPoles
TrashCans
TrashCans
ATMDisplays
ATMDisplays
ParkingMeters
ParkingMeters
SidewalkSigns
SidewalkSigns
ParkingMeters
ParkingMeters
ATMDisplays
ATMDisplays
TrashCans
TrashCans
Ski LiftPoles
Ski LiftPoles
Car TopSigns
Car TopSigns
WallDrawings
WallDrawings
Outdoor Media Options
MediaOptionsMedia
Options
PlatformPosters
PlatformPosters
TerminalPosters
TerminalPosters
OutsidePostersOutsidePosters
InsideCardsInsideCards
StationPostersStationPosters
OutsidePostersOutsidePosters
TerminalPosters
TerminalPosters
PlatformPosters
PlatformPosters
StationPostersStationPosters
Transit Advertising Media
Terminal Posters Entertain Bored Commuters
Shelter Advertising: Street Furniture
Ad Spending on Out-of-Home Media
• Billboards (66% of ad dollars)– Bulletins, spectaculars, murals, posters, etc.
• Street furniture (7% of ad dollars)– Bicycles, benches, kiosks, etc.
• Transit (11% of ad dollars)– Airports, buses, taxis, etc.
• Alternative media (16% of ad dollars)– Cinema, stadiums, place-based ads, etc.
Many options available to reach specific groupsMany options available to reach specific groupsFlexibilityFlexibility
Potential for high frequency of impressions Potential for high frequency of impressions FrequencyFrequency
Low cost per exposure depending on medium usedLow cost per exposure depending on medium usedCostCost
Size, shape, lighting, motion, and special impressions may boost impactSize, shape, lighting, motion, and special impressions may boost impactImpactImpact
Low cost per exposure depending on medium usedLow cost per exposure depending on medium usedCostCost
Many options available to reach specific groupsMany options available to reach specific groupsFlexibilityFlexibility
Potential for High frequency of impressions (think commuters and billboards)Potential for High frequency of impressions (think commuters and billboards)FrequencyFrequency
Can reach a variety of audiences very quicklyCan reach a variety of audiences very quicklyReachReach Can reach a variety of audiences very quickly (think blimps)Can reach a variety of audiences very quickly (think blimps)ReachReach
Advantages of Outdoor Advertising
Outdoor Advertising Disadvantages
Image problems: Visual Pollution
Image problems: Visual Pollution
DisadvantagesDisadvantages
Limited message capability
Limited message capability
WearoutWearout
Measurement problemsMeasurement problems
Production CapabilityProduction Capability
Timeliness/Lead TimeTimeliness/Lead Time
Measuring Traffic Levels
The Traffic Audit Bureau for Media Measurement (TAB) measures traffic for the outdoor industry.
Growth of Out-of-Home Advertising
• More than 40 types of out-of-home media
• Why the growth?– Increasingly mobile population– More traffic– Lower CPMs ($2-$10 per M)– Media fragmentation– Direct Response Capabilities– Point of Purchase Capabilities– Advertiser diversification
Top Outdoor Advertisers
Buying Outdoor
• Billboard/Poster advertising purchased on the basis of GRPs
• Audience for outdoor is known as the daily effective circulation (DEC)
• GRPs normally bought in units of 50 or 100
Promotional Products Marketing
Ad specialties, premiums, business gifts, prizes, or commemoratives.
Example: Pens with logo on them
Ad specialties, premiums, business gifts, prizes, or commemoratives.
Example: Pens with logo on them
SaturationSaturation
Poor imagePoor image
Lead TimeLead Time
SelectivitySelectivity
FlexibilityFlexibility
FrequencyFrequency
EconomyEconomy
GoodwillGoodwill
AugmentationAugmentation
SaturationSaturation
Poor imagePoor image
Augmentation of Primary Media
Augmentation of Primary Media
GoodwillGoodwill
Lower CostLower Cost
FrequencyFrequency
Many OptionsMany Options
Highly targetedHighly targeted
Promotional Products Pros & Cons
AdvantagesAdvantages DisadvantagesDisadvantages
High recallHigh recallHigh recallHigh recall
Limited Message PotentialLimited Message Potential
Internet Yellow Pages
Internet Yellow Pages
Community Yellow PagesCommunity
Yellow PagesSpecialized directories
Specialized directories
Internet Yellow Pages
Internet Yellow Pages
Specialized directories
Specialized directories
Forms of Yellow Pages
Yellow Pages
TimelinessTimeliness
Market FragmentationMarket Fragmentation
Lead TimesLead Times
Lack of CreativityLack of Creativity
Size LimitationsSize Limitations
Wide AvailabilityWide Availability
Action OrientedAction Oriented
Low CostLow Cost
FrequencyFrequency
Non-IntrusivenessNon-Intrusiveness
AdvantagesAdvantages DisadvantagesDisadvantages
TimelinessTimeliness
Market FragmentationMarket Fragmentation
Lead TimesLead Times
Lack of Creative OptionsLack of Creative Options
Wide (Free) AvailabilityWide (Free) Availability
Action OrientedAction Oriented
Low CostLow Cost
FrequencyFrequency
Non-IntrusivenessNon-Intrusiveness ClutterClutterClutterClutter
Advertising in Movie Theatres
IrritationIrritationHigh ExposureHigh Exposure
Audience MoodAudience Mood
AdvantagesAdvantages DisadvantagesDisadvantages
Cost (Maybe)Cost (Maybe)
IrritationIrritationHigh Reach/ExposureHigh Reach/Exposure
Audience MoodAudience Mood
Good RecallGood Recall
Lack of ClutterLack of Clutter
Proximity to shoppingProximity to shopping
Good SegmentationGood Segmentation
Captive AudienceCaptive Audience
Movie FailureMovie Failure
MagazinesMagazines CatalogsCatalogs
VideosVideosVideosVideos
CatalogsCatalogsMagazinesMagazines
Types of In-Flight Advertising
RadioRadio
In-Flight Magazines Target “Movers & Shakers”
Advertainment Advertainment Advertainment Advertainment
Product Placements
Product Placements
Content Sponsorship
Content Sponsorship
Product Integration
Product IntegrationOthersOthers
Ad-Supported VOD
Ad-Supported VOD
Ad-Supported VOD
Ad-Supported VOD
Content Sponsorship
Content Sponsorship
Product Integration
Product Integration
Product Placements
Product Placements
Branded Entertainment
Branded Entertainment
Branded Entertainment
Product Placement Examples
Cast Away
The Devil Wears Prada
007 Movie Tie-In Product Placement
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Branded Entertainment
Time of ExposureTime of Exposure
High Absolute CostHigh Absolute CostHigh ExposureHigh Exposure
High FrequencyHigh Frequency
Media SupportMedia Support
Source AssociationSource Association
Economy/High RecallEconomy/High Recall
TargetingTargeting
Bypass RegulationsBypass Regulations
AdvantagesAdvantages DisadvantagesDisadvantages
Viewer AcceptanceViewer Acceptance
Short Exposure TimeShort Exposure Time
Lack of ControlLack of Control
High Absolute CostHigh Absolute CostHigh Potential ReachHigh Potential Reach
Celebrity EffectsCelebrity Effects
Passive Sales MessagePassive Sales Message
Source AssociationSource Association
High RecallHigh Recall
Targeted / SelectiveTargeted / Selective
Bypass RegulationsBypass Regulations
Viewer AcceptanceViewer Acceptance
Negative PlacementsNegative Placements
Low FrequencyLow Frequency
