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Advertising Irish Media Market Outdoor

Advertising Irish Media Market Outdoor

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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