CMDC Media Digest, 2015-2016

OUT OF HOME TRANSIT GENERAL INFORMATION This is a very exciting time for out of home advertising It has seen more innovation and advancement than virtually all other media and as a result has opened up a new world of opportunity for advertisers and consumers alike While still a useful medium for regional reach and high frequency OOH is emerging as a powerful tool for marketers to engage with their target audiences This shift has been brought on by advancements in signage technology smartphone ascendency and the development of niche ad placement environments Technological developments have changed the way OOH media is sold by suppliers planned by agencies and experienced by consumers Many high profile static and tri vision boards are being converted to digital screens Bylaws in most areas prohibit full motion video on streetvisible billboards so static images are displayed on massive high resolution screens This benefits suppliers and advertisers alike Suppliers can sell one board to multiple advertisers in a timed loop increasing revenue and advertisers have the flexibility to quickly change creative while avoiding printing costs OOH has become more versatile within an advertisers media toolkit An increasing number of small format screens in pedestrian or indoor settings allow full video content with sound When in high time of exposure locations these boards have effectively transcended their role as a frequency driver to an extension of a multimedia video strategy Technological extensions are evolving OOH executions from quick top of mind cues to spectacular experiences with stopping power Transit shelters are being transformed into beacons of campaign messaging by adding elements like decals extra lights and 3D objects Static boards have been equipped with sound to create another dimension of effectiveness to the once exclusively visual medium Advancements in technology outside of OOH signage have also impacted the industry Smartphone technology and adoption has increased rapidly over the past decade keeping Canadian adults connected at all times Marketers have capitalized on mobile phones as a complementary medium to OOH and use this to both enhance brand messaging and direct users to strategic web destinations The connection between OOH and mobile has been in perpetual evolution It started with a simple web address on a poster and quickly moved to more complex avenues with SMS social media links QR codes and even augmented reality applications Through these tactics marketers have extended the utility of OOH providing opportunities to speak extensively to interested consumers Recent developments in technology have expanded OOH advertising beyond one way conversation allowing consumers to engage and interact with ads This provides rich and memorable experiences between brands and people resulting in deeper education of brand ideals and messaging This is executed through tactics such as interactive projections screens that react to body movements and touchscreen applications These executions provide positive and exciting experiences that naturally stimulate social conversation helping OOH ads expand influence beyond the street corner A world of contextual possibilities has opened up for advertisers OOH is no longer just about plastering as many posters as possible to attain mass reach It has become a valuable contextual touchpoint providing the ability to reach target audiences where when and how it is most useful to convey the desired message Health products can advertise in gyms cosmetic companies in salons alcohol brands in bars and tourist destinations in taxis Niche advertisers who may not have traditionally considered OOH now have the ability to potently reach their narrow target markets OOH is a versatile tool for marketers capable of reaching large or niche audiences featuring simple or complex messaging using modest or extravagant tactics As technology advances and consumer behaviour changes OOH media will continue to evolve to meet those needs DEFINITIONS HORIZONTAL POSTERS Often illuminated from the front horizontal posters are large 10 x 20 feet paper covered boards that are available in most markets Posters are printed on multiple sheets of paper that are glued to the unit face 146 Media Channels CANADIAN MEDIA DIRECTORS COUNCIL