Transcript Television vs. Out-of-Home
Television vs. Out-of-Home
June, 2011
Television vs. Out-of-Home
• Television sets itself apart from other media with its ability to offer sight, sound, and motion to generate emotional responses from the viewer.
• The qualities of television allow advertisers to create a long lasting and memorable brand image.
• Television has unbeatable scale and reach that reaches audiences quickly and effectively.
Television vs. Out-of-Home
• The effectiveness of out-of-home advertising is derived from the frequency of the specific ads being seen.
• Since most OOH ads stay in the exact same place for their campaign duration, only people who walk/drive by numerous times will notice the advertising.
• OOH can have more marketing impact when viewers don’t have their filters up and see messages out of context.
– For example, seeing Simon Cowell’s grinning face for The X Factor grocery shopping cart may make a potential viewer sit up and take notice.
on a Source: http://www.marketingscoop.com/outdoor-advertising-advantage.htm
Television vs. Out-of-Home
• Outdoor advertising is a glance medium. At best, it only draws 2-3 seconds of a consumer’s time.
• Messages must be brief to fit in that 2-3 second time frame. Ninety-five percent of the time, either the message or the audience is in motion.
• TV reaches viewers when they are most receptive to advertising.
Source: http://www.marketingscoop.com/outdoor-advertising-advantage.htm
Television vs. Out-of-Home
• Person-to-person communication is achieved through the combination of both the spoken word and unspoken elements such as body language and gestures.
• Television has both visual and sound capabilities which allowing it to come closer than any other medium to offer ideal communication.
• Television’s ability to touch people’s senses simultaneously creates a synergistic effect that cannot be duplicated by only stimulating an individual sense.
Television vs. Out-of-Home
• The nature of the way you have to buy outdoor advertising (usually monthly commitment) is not conducive to a very short campaign.
• Out-of-home advertising is highly dependent on the location of the advertisement.
• In order for an advertisement to be effective it must be placed in a high traffic area. This is usually very expensive and also has to compete with several other advertisements in the same area.
Source: http://www.marketingscoop.com/outdoor-advertising-advantage.htm
Television vs. Out-of-Home
• A study to track the awareness of OOH ads was conducted by tracking a billboard for a Clark candy bar ad: – Awareness was measured just prior to the boards going up, one month into the campaign, two months into the campaign, and one month after the boards came down.
– Awareness increased in the first month of the campaign and began to decline significantly during the second month of advertising while the boards were still up.
– The decline slowed but still continued one month after the boards came down.
Source: Journal of Advertising Research- December 1989/January 1990
Television vs. Out-of-Home
Consumers Surveys
• TVB participates in omnibus telephone surveys conducted by BBM Analytics to gauge consumers attitudes towards advertising in all major media and to gain insight into their behaviour with media • Surveys include: • Perception of Advertising Effectiveness • Receptivity to Advertising • Screen Preference • Media Synergy • PVR Impact
Television vs. Out-of-Home
Advertising Effectiveness
Which ONE media source carries advertising that you believe to be the most
Influential
?
A25-54 63,7 Television
Source: BBM Analytics May 2010
13,7 9,3 6,0 3,2 1,2 Radio Newspaper Magazines Internet Out of home
Television vs. Out-of-Home
Advertising Effectiveness
Which ONE media source carries advertising that you believe to be the most
Persuasive
?
64,1 A25-54 9,9 7,9 5,5 7,1 2,1 Television
Source: BBM Analytics May 2010
Radio Newspaper Magazines Internet Out of home
Television vs. Out-of-Home
Advertising Effectiveness
Which ONE media source carries advertising that you believe to be the most
Powerful
?
66,9 A25-54 Television
Source: BBM Analytics May 2010
11,2 6,5 8,1 3,7 1,0 Radio Newspaper Magazines Internet Out of home
55,9
Television vs. Out-of-Home
Advertising Receptivity
In which medium are you most likely to
Notice
advertising?
A25-54 16,0 11,7 7,6 3,2 Television
Source: BBM Analytics June 2010
1,4 Radio Newspaper Magazines Internet Out of home
Television vs. Out-of-Home
Advertising Receptivity
When are you most
Receptive
to advertising messages?
A25-54 42,7 13,2 11,9 7,1 7,1 10,2
Watching Television Listening to the Radio Reading a Newspaper Reading a Magazines On the Internet Out of home Source: BBM Analytics June 2010
Television vs. Out-of-Home
Advertising Receptivity
When do you pay the most
Attention
to advertising messages?
A25-54 42,3 12,7 14,9 6,3 7,3 9,4
Watching Television Listening to the Radio Reading a Newspaper Reading a Magazines On the Internet Out of home Source: BBM Analytics June 2010
Television vs. Out-of-Home
Advertising Receptivity
Thinking about your
Favourite
advertisement, where did you see it?
68,2 A25-54 3,7 4,7 2,7 7,1 3,7 Television
Source: BBM Analytics June 2010
Radio Newspaper Magazines Internet Out of home
Television vs. Out-of-Home
Advertising Receptivity
Have you ever seen an ad that has made you
Laugh
or
Cry
?
Where
?
83,6 A25-54 88,2 10,9 No Yes Television
Source: BBM Analytics June 2010
7,8 2,5 Radio 0,3 0,8 1,3 Newspaper Magazines Internet Out of home
Television vs. Out-of-Home
• Television commercials account for 10.3% of all word of mouth conversations in regards to brands. OOH ads are accounted for in a range of 1.7% (billboard) to 5.5% (in-store display) depending on the type of OOH medium being used.
• Television is the leader in ad expenditure volume, as well as the leader in driving word of mouth volume.
• TV has the ability to spark a conversation, and advertisers wanting to start lots of conversations quickly have to consider television.
Source: ADMAP November 2010
Television vs. Out-of-Home
Attitudes of adults towards product placement in TV shows
• 24% agree to the statement show, I can remember brand name products the characters were using during the show” .
“After I watch my favourite TV • 22% agree to the statement “To see a character interact with brand name products I use makes the show more real to me”.
• 41% agree to the statement “When I watch TV, I often notice brand name products used as part of the set”.
Source: TV Dimensions 2010
Television vs. Out-of-Home
• Limited scope for message (e.g. no space for detailed text, phone number, location map) • Poor weather can affect the visibility of the advertisement, and limit the number of people even noticing the advertisement.
• Outdoor advertising can be vandalized or fall into disrepair and reflect poorly on your brand or campaign.
• Different municipalities have different by-laws/regulations in place to control outdoor signage and advertisements.
Source: http://www.adglitz.com/2010/11/08/billboardoutdoor-advertising-disadvantages/
Television vs. Out-of-Home
• TV ads stay up-to-date whereas OOH can be lagging with ads becoming out of date and obsolete quickly. TV can be put on the air in a relatively short period of time.
• It's hard to reach a specific audience. It is difficult to target anything more than a small segment of a neighbourhood.
• OOH advertising works well with a TV marketing campaign as an OOH ad can act as a reminder to what ads consumers saw on TV.
Source: Marketing Tenth Edition, McGraw-Hill Ryerson 2004
Television vs. Out-of-Home
• Although the cost of reaching an individual person is low, it does not match TV’s ability to compete on a national scale.
• A national campaign using OOH ads would be highly expensive and would not be cost effective.
• There is considerable public criticism in regards to the landscape defacing aspect that OOH advertising creates.
• Billboards have to be maintained by the companies that erect them in order for the ads to appeal to consumers. This cost is usually passed on to the advertiser.
Source: Marketing Tenth Edition, McGraw-Hill Ryerson 2004
Television vs. Out-of-Home
• In Summary: – Television is far more effective than OOH in conveying an advertiser’s message as TV impacts the consumer’s several different senses simultaneously.
– As outlined in various studies, people identify TV as the medium they find to be most effective, engaging, and persuasive.
– Television has unbeatable reach and the ability to target mass audiences for ad campaigns.
– TV brings ads to the consumer whereas for OOH the consumer must “find” the ad.