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Advertising Irish Media Market Outdoor

In 2002, the Irish outdoor advertising market reached €103.07 million, recording a 17.17% increase over the previous year. Major sectors contributing to growth included food (94%), non-alcoholic drinks (58%), and entertainment (76%). While the government and motor trade saw declines, outdoor advertising boasts advantages such as high visibility and targeted reach. Key formats include billboards and transport ads, with leading contractors like JCDecaux and Clear Channel dominating the space. Understanding creative strategies is vital for successful campaigns.

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Advertising Irish Media Market Outdoor

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  1. Advertising Irish Media MarketOutdoor

  2. ROI Advertising Investment Jan-Dec 2002 Total Market €103.07m €1, 030.7m Source:Adspend

  3. Jan – Dec 2002 v 2001 % Source:Adspend

  4. Advertising Expenditure Jan-Jun 2003 • Increased by 17.17% on the same period last year. • The highest increases were: • Food up 94% • Non-Alcoholic drinks up 58% • Entertainment up 76% • Health/Beauty/Personal Care up 32% • Media up 43% The largest decreases were for 1. Government and local authorities - 59% 2. Motor Trade - 29%

  5. Outdoor Dominated by 3 sizes and 3 contractors 48 Sheet’s 6 Sheet’s Transport 43% 12% 46.8% 30% 33% 26.8% 70% 88% 73.6% 100% JCDecaux Clear Channel 95% Viacom

  6. Where do you see your poster?

  7. Formats • Billboards – 4, 12, 48, 96, Europanel, Square • 6 Sheets – Cascade, Citylight, shopperlight, Adbox, Autolink, Cinema, Commuterlite • Transport – Bus wrapping, Interiors A2, Headliners, Dartcard, T-Sides, Megaside, Step Risers, Rears, • Ambient- Banners – Airport Suitcases, Adlids, Airport Trolleys, Aerial Banner, Admobile, Beer Mats, Coffee Cups, Hub Caps, Washroom, Inflatibles ….etc

  8. Media advantages and disadvantages

  9. Outdoor Advantages • Ideal for a solus or multimedia campaign. • Talk to people when they are out and about. • Drive Affinity • Talk directly to the target audience during key needstates • Allows you to build brand occasions • Endorse the Brand Image on a large scale. • Ambient media is ideal to connect with the target in specific moments. • Drive weight, reach and impact behind a campaign. • Get stuck into particular brand heartlands via area clusters via regional campaign versus national.

  10. An out of-home culture The average commuting time to and from work in Ireland is now two hours a day. (Source: Irishjobs.ie)

  11. An out of-home culture Average car speeds on radial routes travelling towards Dublin City centre will decrease from 14 kmph in 2001 to 8 kmph by 2006 (Source: DTO)

  12. Outdoor Disadvantages • Creative must be simple to deliver impact • Weather dependant – campaign may be delayed • Poor quality sites/locations • Measurement! • May have to share media vehicle with competitive brand e.g. Transport & multiple hoardings

  13. Outdoor Media Buying • Outdoor Contractors – sites sold in packs, variables such as position, illumination, quality and traffic considered • Outdoor Specialists • Posterscope LTD • Posterplan • PML • IPM (NI) • Plan and buy cost effective and balanced campaigns across all outdoor options. Representing the agency to the contractor and the contractor to the agency.

  14. Outdoor Specialist services • Format buying per campaign specifications • Posting per cycle (2 wks) 26 cycles in the year • Site inspection services • Design testing • Post campaign research • Mapping • Campaign database • Site scoring • Outdoor spend tracking

  15. Mapping • Campaign Reporting and Building • Key details; • Distribution • Illumination • Proximity • Traffic flows

  16. Acountability!

  17. J’NOR

  18. J’NOR • J’NOR (Joint National Outdoor Research) • Undertaken by the Outdoor Media Association (JCDecaux, Clear Channel, Viacom, & Avenue Media) in comjunction with IAPI, Poster Specialists, Media Buyers and Media Owners. • To hold the Outdoor medium accountable • 2 Studies – a travel survey & visibility study

  19. J’NOR The Travel Study looks at respondent’s journeys on a daily and weekly basis over a period of time. Visibility Study examines the different formats, distance and visibility and likelihood to see. J’NOR will be available Q1/2 2004

  20. Creating the Perfect Poster

  21. Creating the Perfect Poster • Dialogue not monologue • Humour • (The smile is in the mind).

  22. Creating the Perfect Poster • Personalise you target audience • Dialogue not monologue • Humour • (The smile is in the mind).

  23. Target audience? Professional men terrified of failure

  24. Creating the Perfect Poster • Give your brand personality • Dialogue not monologue • Humour • (The smile is in the mind). • Personalise you target audience

  25. Creating the Perfect Poster • KISS • Dialogue not monologue • Humour • (The smile is in the mind). • Personalise you target audience • Give your brand personality

  26. "The poster is finished, when you can't find a single element to remove" R Fleege

  27. Creating the Perfect Poster • Colour and contrast • Dialogue not monologue • Humour • (The smile is in the mind). • Interact withyour target audience • Give your brand personality • KISS

  28. Colour Impact of on Creative H H H H H H 1 2 3 4 5 6 H H H H H H 7 8 9 10 11 12 H H H H H H 13 14 15 16 17 18 No 1 was selected as the most legible and No 18 as the least legible Tests carried out by the O.A.A.A., USA

  29. Creating the Perfect Poster • Standout • Dialogue not monologue (The smile is in the mind). • Humour • Personalise you target audience • Give your brand personality • KISS • Colour and contrast

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