What You Should Know About Outdoor Advertising

Our team at Media SW can help you save money on wasteful and poorly targeted advertising, and raise your profile more cost effectively

We will help you understand the following:

  • how the various forms of  outdoor advertising work,
  • how they reach consumers,
  • how many consumers each media format targets,
  • the pros and cons of each media form,
  • how they are priced, etc.
  • how different types of media are used for different purposes.
  • why no one specific ad medium can accomplish all the objectives of a media plan.
  • And why , when used for different purposes, each medium can produce different results.
  • We will also help you find the answer for the following questions:
  • What is the objective of your media buy?

    For example, if it is to produce a high level of reach within a relatively short period of time, it would be counterproductive to buy many ad spots in a few locations/mediums(just because they are cheaper), and not buy fewer spots in busy locations because they are more expensive.
  • What demography/profile does the medium target, and at what proportion of the local population (& ratio to total local population size?), and the frequency ?
  • Are there cheaper but similar mediums that are available in the same area?
  • What are Gross Rating Points(GRPs) of the medium? GRPs offer a description of total audience delivery without regard to duplication or repeat exposure
  • What is Daily Effective Circulation(DEC)of the medium i.e.audience of potential viewers who have the opportunity to see your ad during a 24 hour period ?
  • Can you secure discounts on certain packages or locations?
  • Can you get compensation when your ad is damaged, vandalized or not displayed?
  • Has the outdoor advertising contractor acquired the necessary planning permission for his service or product? Quite a few have been caught contravening Local Highway regulations, and you the advertiser could be questioned or fined by the local authority.
  • What is the reach potential of each medium? i.e. the medium’s ability to accumulate large numbers of people within its total audiences?
  • What is the speed of audience accumulation? i.e. how long it takes for the medium to accumulate its total audience?
  • What is the audience selectivity of the particular medium? i.e. the medium’s ability to deliver a tightly defined consumer segment with a minimum of wasted (non-targeted) delivery.
  • What is the advertising exposure control of each medium? i.e. the medium’s ability to control when a consumer will see the advertising in that medium.(intrusiveness)
  • Location at time of exposure? i.e. the consumer’s physical location at the time the consumer is exposed to the medium?
  • What is the cost per thousand for the medium?  
  • What is the facing of the medium, south or north facing?
  • What is the state of mind of your audience when they see your ad? i.e. what are they likely to do in the period after they see your ad? returning home? Work? shopping? on holiday

 

We will explain to you why….
…it is important to choose a mix of media solutions so that :

1) you can reach people not reached with the first medium, and

2) your ad has additional repeat exposure in a less expensive secondary medium after optimum reach is obtained in the first medium.

The above are only a few of the many factors we take into account, when helping our clients choose the most effective form of outdoor media.

Media planning and buying is part science, relying heavily on quantitative judgements……….. and part art, ……. involving qualitative consideration to media decisions.  We are strong in and have experience in both the art …and the science of outdoor media planning and buying.