What Traffic Congestion, Car Speeds Mean for Outdoor Ads
Are you likelier to pay attention to a billboard on the side of the road when you’re stuck in bumper-to-bumper traffic than if you’re driving at normal speed?
To better estimate how many people are actually looking at outdoor ads, the industry’s independent auditor, The Traffic Audit Bureau for Media Measurement Inc., is releasing the first major revision to its out of home ratings system to include new data points such as traffic congestion and vehicle speed. As part of the new system, TAB will also for the first time measure individual spots on digital billboards as well as ads posted on buses and trains.
Rising competition from digital media has made it more important for traditional media to improve their audience measures, a point TAB CEO Joe Philport made in an interview.
“With mobile and digital, the need for accountability increases every day and the need to have numbers that align with the numbers that advertisers are using to assess other media increases,” Mr. Philport said.
Historically, the outdoor industry had relied on a metric known as “daily effective circulation,” which estimated the average number of people or cars that passed a billboard and were potentially exposed to its ad. TAB in 2010 released its own ratings system to more accurately estimate impressions, or how many people actually looked at an ad, an effort to help advertisers better gauge their return on investment on outdoor media.
The latest iteration of TAB’s out of home ratings incorporates traffic congestion data from big data company Inrix as well as additional eye-tracking field research that takes into account the amount of time it took to pass an ad and the amount of time the consumer was in contact with an ad to measure whether the ad was noticed or not. This expands upon the variety of data that TAB already employs in its metrics, including traffic volumes from transit authorities and research from earlier eye-tracking studies that assessed how an ad’s size and distance from the road affected the likelihood it would be seen.
“Out of home is still a relatively small medium and it presents measurement challenges because the inventory is dispersed,” Mr. Philport said. He noted that the outdoor category includes many different formats that require different types of measurement techniques.
The enhancements to TAB’s out of home ratings systems are meant to address ad movement, such as ads that rotate on digital billboards or move through other markets on buses. A digital billboard typically rotates between six and 10 ads at a time and those ads can be on screen for varying levels of time. TAB previously measured digital billboards as if the ad was static, but will now report ratings for each spot in rotation.
To measure transit ads – which include ads on the exterior of buses, on the interior of trains and at transit stations – TAB also incorporated traffic information around a bus’s route and counts of passengers and commuters on public transportation.
Outdoor’s “true potential has yet to be realized by many advertisers, they’re still thinking of it using an old paradigm of out of home instead of a contemporary one,” Mr. Philport said. One major selling point for billboards and other outdoor media is the ability to hyper-localize ads.
The outdoor advertising industry has posted single-digit growth rates in recent years – a contrast to the struggles of print advertising and other traditional media. Interpublic Group’s research and ad buying unit Magna Global projects outdoor advertising revenue to increase 4% this year, a rate similar to last year’s. Magna Global expects out-of-home media to maintain its 7% market share in the next five years.
Digital formats are an important part of the outdoor industry’s steady growth. Digital formats made up 10% of out of home revenues, including cinema, last year and Magna Global expects digital’s share of outdoor advertising to rise to 22% by 2019.
Creative Review: YouTube
In this week’s, “Creative Review”, Coop talks about YouTube’s latest OOH ads that can be found everywhere in NYC.
I like the recent YouTube ads from a purely creative point of view. They hit all the right buttons. Clear visuals, simple message, aspirational (as they say). I do have a little bit of a backstory here though which taints my overall opinion. One of my first projects in NY was turning a YouTube star into a make up brand. The girl was Lauren Luke, a single mom from a pretty grim place in the North of England. We flew her to NY, made her into a brand and successfully sold her product in Sephora. We also made a Super Nintendo game with her and got her a column in a national newspaper. Not bad.
Lauren was clearly a very talented make up artist - still is. But she is not what you would call a classical beauty. One of the reasons we liked her was because she didn’t look or act like the overly made up people you see in make up stores. She was real. And that was what YouTube was all about. Anybody could make it. It was a TV platform for the people.
There are still stories like this. Everyday Joes found on YouTube and turned into stars. But the stories are fewer and all seem to feature the same sorts of people. Young, good looking, confident people. The sort of people that you suspect might make it anyway. If not on YouTube then somewhere else.
This is not a bad thing but I do miss the days when someone totally random and a little odd became a star on YouTube. I’d love to see some posters of them.
Creative Review: The Hundreds
In this week’s, “Creative Review”, Coop talks about “The Hundred’s” billboard seen on Canal Street in NYC.
Ok, I am probably too old to really to be completely in step with all the cool shit The Hundreds do but I do see this as a missed opportunity. There is something to be said for just slapping your big ass logo up there, white and black and the address - no website either - I like the bling of that. If bling is still a word? Do the kids say bling? I don’t think they do. You can argue that the simplicity is classy, confident.
But… but… a quick look at The Hundreds’ Instagram feed and you can see they do some really interesting stuff. Cool collaborations and some really original design work. So if you’re gonna go large and buy a billboard in SoHo why not show your wares a little bit. I’m not sure enough people know what The Hundreds’s signature style is yet.
Supreme could get away with doing a giant billboard with just their logo because everyone knows their aesthetic and product. But then Supreme are way too cool to advertise.
So there you have it. Too cool to show your product but not cool enough that you don’t need to remind people that you have a store in downtown NY. It’s not easy is it. Who would be a client?
A Creative Review: Equinox
In this week’s, “Creative Review”, Coop is fired up about the messaging behind Equinox’s latest advertising campaign. Maybe it was because he was stuck on a subway for an hour with a sick passenger, maybe it was because his morning tea and crumpets were cold, who knows, but one thing is for sure, he’s bringing out the negative energy.
In theory the internet should save advertising - at least the creative part of it.
Let me explain. In theory everyone should know everything about all products by now. In theory you should know everything about Equinox because you can just look at their site online or talk to your friends who have been there via the social network of your choice. So, in theory, all advertising - especially large format like OOH, should have to do is show some attitude and remind you to go purchase. In other words it’s there to build a brand. So the internet should be a boon for creative advertising. And yet rarely does it work like that.
These equinox ads are an attempt at pure brand advertising though. So I’m gonna give them props for that. No matter that they are very similar to the Jambox ads, again, you don’t need to know anything about the product, you should already know what a Jambox does and why it’s better than a Bose box or whatever. The Jambox, like Equinox, is an enabler.
These ads are fantasy. They are all about showing the person you want to be. Forgive me a little for my rant here. I hate gyms. I associate them with being injured because the only time I ever go to gyms is when I’m having rehab. Couple of torn ACLs playing soccer and a fucked up IT Band when training for the marathon. So I might not be the best person to comment on these ads, but that never stopped me before. In my head, Gyms = Tools. What can I say? There is almost nothing any gym brand could do - especially in the US - that would make be believe I’m not going to be sharing machines with preening juice heads.
Probably every gym thinks they will be the gym that is not known for tools. I can see that strategy - even though they are your core paying customer - there is a strategy of, ‘We are not like the other places. We are for cool, chilled out, sophisticated, dudes who may or may not have been schooled in Europe and appreciate a vintage Benz’. Well listen, I am that fucking dude. And I don’t buy it. I’ve been to the Tribeca Equinox and I didn’t see any of these guys there. Just bros in tanks, lifting.
So what is this ad for? I think it might be more for people who have already got their equinox membership. If you really want new sign ups I think you do a pretty flat out deal based message. This strikes me as the ad that makes you feel good about the fact that you pay for something each month or you paid the whole year in January. It makes you feel good about your purchase and continuing loyalty to Equinox. It re-affirms that you are on the road to cool, not driving a muscle car but a sweet seventies Mercedes.
Advertising can do that.
A Creative Review: Resurrection
Welcome back to A Creative Review with James Cooper. Today Coop ponders the strategy behind the ABC television show, Resurrection.
Resurrection is what ABC is calling a Television Event. I’m not entirely sure what that means other than they are spending a lot of money on it and clearly hope it’s going to be The Next Big Thing. I don’t know much about the show beyond the numerous trailers that I’ve seen and a few friends saying that it is based on French show that was really good. ABC tends to water things down a bit too much for my liking. You can see the way it’s even filmed - the colors are milky compared to the more vibrant colors of AMC’s Breaking Bad for example. But it’s an intriguing thought and great shows like Lost are all about asking questions at the start.
These billboards do a great job of setting up these questions. I love the simplicity of them. Handwritten white font on a backlit black screen really pops - especially when everything else is so colorful.
What is also interesting about these ads is they remind me a little of the religious billboards you see around the country. Quite often the headline is a simple quote from the bible. Who knows how far Resurrection is going to take the religious theme but again as a simple way to get people talking I think these do a pretty good job.
Out-of-Home Media Types - Which is best for you?
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<div style="font-size:12px; font-style:italic; margin:5px;"> <img src="http://i.imgur.com/g2rfVHW.png" width="700px" height="2400px" alt="Out-of-Home Media Types, Infographic by ADstruc" /><br/> Courtesy of: <a href="http://www.ADstruc.com">ADstruc</a> </div>
Visual Market Summary, Keyboard Shortcuts, and Editable POIs
At ADstruc, we believe that software should support you. This week’s update gives advertisers and agencies crystal ball clarity into their media plans.
Market Summary Timeline
ADstruc has always made it simple to plan campaigns based on media type and location. Today, we’re adding time into the mix.
Our new Market Summary is a timeline of your campaign by market and media type. So, instead of wondering how many bulletins you’re running in New York next month, you can see for yourself and adjust your plan accordingly.
RFP Manager & Status
Working on a deadline can be stressful and you need answers fast: Who received my RFP? Who responded to it? How many more proposals should I expect? What about Bob?! Fortunately, our newly revamped RFP Manager addresses all this and more.
Media planning shouldn’t give you carpal tunnel. Our new keyboard shortcuts enable you to star / hide units, send messages, and navigate through proposals - without using your mouse. Work faster and safer. This is currently a beta feature; email support and we’ll activate it for you!
It’s inevitable; things change. What made sense yesterday may not apply tomorrow. So, starting today, you can add and remove POIs from your RFP anytime.
Got 10 minutes to spend with us? We’d love to give you a demo of all our new features. Email us at firstname.lastname@example.org or call your account manager at 347.881.3622 to schedule a one-on-one webinar.
ADstruc and Blue Bite Partner to Offer Interactive Out-of-Home Campaigns
Enhance OOH media by delivering relevant mobile content to consumers.
New York, NY, June 11, 2013 – ADstruc, the leading planning and buying platform for the outdoor advertising industry, and Blue Bite, the mobile standard in out-of-home™, have partnered to allow advertisers to utilize NFC, WiFi, Bluetooth, QR Code and Geofencing technology to launch interactive outdoor advertising campaigns.
The partnership provides the industry with the easiest way to incorporate mobile into out-of-home campaigns. Blue Bite’s services and technology provide clients with detailed metrics and an opportunity for advertisers to evaluate the true effectiveness of each and every ad campaign in real-time. This level of accountability is a brand new currency for OOH; complementing ADstruc’s suite of planning and buying tools.
“There’s an obvious synergy between ADstruc’s planning and buying tools with our location-based mobile marketing platform. Our shared belief in a personalized approach, with the ability to be agile and nimble, has proven to be a winning formula for our clients and partners, and we look to build upon that mutual success with this partnership,” said Blue Bite CEO, Mikhail Damiani.
John Laramie, CEO of ADstruc, said: “There are clear benefits to incorporating mobile into OOH campaigns. By working with Blue Bite, we ensure that our clients have the most seamless experience integrating mobile technology into OOH campaigns. This partnership helps us continue to provide value to our clients by simplifying yet another piece of the OOH planning and buying process.”
About ADstruc (www.ADstruc.com)
ADstruc is the leading planning and buying platform for the outdoor advertising industry, including both traditional and digital Out-of-Home media. With an emphasis on data-driven planning, ADstruc helps agencies, national brands, and local businesses discover and efficiently purchase Out-of-Home media campaigns that deliver tangible and measurable results. ADstruc’s cloud-based solution also allows outdoor advertising operators to easily manage their inventory online and interact with new and existing clients in real-time. Learn more at www.ADstruc.com
About Blue Bite (www.bluebite.com)
Blue Bite is a leading mobile-marketing solutions provider utilizing a targeted, location-based approach to reach captive audiences on their personal mobile devices. Blue Bite has partnered with many of the leading Out-of-Home Companies in the U.S. and prides itself on creating an interactive two-way engagement by enabling consumers to connect with digital and traditional media via their mobile phones. For more information, please visit www.bluebite.com and follow the latest updates and developments on Facebook and Twitter.
All New Proposal Tools
Over the past few months, we’ve spoken with a lot of Out-of-Home operators about how they create proposals on ADstruc. We learned that while we had all the right features, we needed to improve the process of how those features worked together.
New Workflow for Creating Proposals
We kicked off 2013 with new ways to upload, search, and add inventory in proposals. Now, we’ve brought it all together to help operators build proposals more efficiently and intuitively. Our new workflow guides you through proposals in three easy steps.
Map-Based Inventory Search
Visualize inventory by market to identify the best units for a proposal. Search by unit number and export a list of selected units to confirm availabilities with your team. This is, by far, the fastest way to build proposals on ADstruc. Hosting your inventory on ADstruc will make your sales team more nimble and collaborative.
Flexible Packages & Pricing
Out-of-Home is more than just billboards, and we’ve updated our proposal tools to support alternative formats and pricing. You can now propose multiple units for a package rate. Considering a showing of posters, street furniture, bus panels, or media without lat/longs? No problem, draw your coverage area on our interactive map.
We improved our platform’s compatibility with excel; now accepting Excel’s standard .XLSX, .XLS, and .CSV file formats.
Want to learn more? Schedule a demo with our team, just email us at email@example.com.