Advertising

OUT-OF-HOME ADVERTISING

UNIVERZITA TOMÁŠE BATI VE ZLÍNĚ, FAKULTA MULTIMEDIÁLNÍCH KOMUNIKACÍ, ÚSTAV MARKETINGOVÝCH KOMUNIKACÍ
2019 1
Media types

Outdoor (OOH)

Print

Radio

Cinema

TV

Internet
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Outdoor (out-of-home = OOH)

Advantages:
+ long-term and regular exposure (at least 2 weeks, usually one
month)
+ high frequency (repeat → it builds brand awareness, suitable for
wide target group)
+ big areas with unusual elements (it attracts attention)
+ you can not turn off or switch it
+ 24/7

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 Try to turn it off
• Denmark
• Agency Stroer Out-of-home Media has promoted the
efficiency of outdoor advertising
 3D Billboards
• big areas with unusual elements
Outdoor (out-of-home = OOH)

Disadvantages:
- You have just one second (near roads)
- Effectiveness depends on visibility (height, lights)
- Weathering (vandals)
- The best places are sold out (several months in advance)
- Absence of a research

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The most used format of billboard: 2,40 m x 5,10 m

Visible area: 4,90 m x 2,20 m

Vandals
https://www.youtube.com/watch?v=6QwfuRdsp6Q
 Plastic surgery, Michigan
• A muffin-top is overhanging fat that spills over the waistline of pants or
skirts like the top of a muffin spilling over its paper casing because of tight
clothing in that particular area of the body or excess body fat.
 H&M

• A Hamburg street artist is adding

a Photoshoptoolbar to the ubiquitous
new H&M outdoor swimwear ads. 
Bigboard (the most widely used format 3,6 m x 9,6 m)

One or two legs from steel.

 Megaboard
• Megaboard has really large size (usually 30 m x 10 m,
but may be larger).
• Suitable for long-term campaign.
 CityLight Vitrine (CLV)

• Basic format: 118,5 x 175 cm

• Visible area: 113 x 166 cm
• Price in metro, at least 10.900,-
• Price on the platform at least 7.900,-
• Price in Zlin: 5.600,- per month
• Price in Zlin: 56.000,- per year
 8 CLV, Prague, 2010
• Maple
• Swich – 2 minutes,
sounds of the forest,
birds.
• The Slogan „Make a
better change“
• Goal: to persuade
customers (use
electronic billing)
CLV Foundation against child abuse

• http://www.youtube.com/watch?
v=6zoCDyQSH0o
 IKEA, 2012

• https://www.youtube.com/watch?v=m15pliU
P6LM
 Flex
Sticker
• Size: 120 x 80 cm, 90 x 67 cm
• Location: 400 – 450 cm above ground
• Price: at least 1.250,-
• Navigation banner
 Out banner (flag)
• One-sided or two-sided printed canvas
• Size: 200 x 50 cm, 120 x 50 cm
• Price: at least 3.000,-
• 3,5 - 4,5 m above ground
 Horizont
• Poster under the foil
• Size: 88 x 38 cm, 83 x 59 cm
• At eye of an adult
• Price: at least 3.000,-
• Lower edge is one meter above the
ground
Hypercube
Backlight – backlit Bigboard
 Gigaboard
•  at least 18 x 6 x 2,5 metres
• Special canvas
 Rolling board
• Maximum of two ads
• Changing the images after 8 seconds
 Prisma (Prizma, Prism)
• three dises ad
• moveable ad from aluminum triangles
• vertically side by side
Walkingboard
 Crative outdoor

• http://www.youtube.com/watch?
v=HQ4onmyFx8M&feature=youtu.be
 The World´s Best Outdoor Ads
• Winners from the Outdoor Lions at Cannes
• 2012-2013
• Agency: Ogilvy & Mather, Paris

• 3 billboards fuctioned as a bench, a shelter and a

ramp over stairs – small improvements to the
cityscape that serve as a metaphor for IBM´s larger
effort to make cities smarter through the
technology
 Evian
• Agency: BETC, Paris
• These adult and baby portraits were placed on the
opposite sides of train platforms – a mirror effect
that let them stare each other down.
 Drooling dog, Royal Canin
• August 2009
• Hamburg agency Heye & Partner, Germany
• 2 billboards that faced each other across a
pedestrian walkway
• 1st with packshot of Royal Canin dog food
• 2nd with dog´s mouth, the drool was made
with water and jelly sugar and was secreted
by a specially devised canister and tube
hidden behind the billboard
 University of Engineering and
Technology

• Agency: Mayo Draftfcb, Lima, Peru

• Billboard harvests humidity from the air and
converts it into safe, clean drinking water

• http://www.youtube.com/watch?
v=35yeVwigQcc#t=16
 Global downturn, Financial Times
• A selection of billboard sites were stripped
bare and a small panel of copy was placed top
right that reads: Global downturn. What´s the
first mistake businesses make?
• These clever ads question the wisdom of
cutting ad budgets
• DDB London
 Expedia.co.uk

• Ogilvy & Mather

• London
• It turned official airport
luggage labels into
amusing headlines
• Launched in December
2012 in the UK
 LIFE SIGNS
• Ogilvy & Mather, Buenos Aires, Argentina
• Crashed cars found a second life as highway safety signs in
this campaign.
 L´Oreal India, Mumbai
• To promote the fact
that Garnier Sun
Control Daily
Moisturiser contains
sunblock, agency
Publicis decided to
advertise the product
on an angled
billboard
 Napkins. Why?
• Agency: DDB, Stockholm
 Trillion Dollar
Billboard

Client: The Zimbabwean (2005)

It´s cheaper to print this on

money than paper.
 Economy of Zimbabwe
• July 2008, inflation 2,2 millions percent (BBC)

• August 2008, inflation 11,27 millions % (ČT24)

•  2009 government introduced USD as a

domestic currency
Print - Magazines

Advantages:
+ Large message (more text)
+ We can add a product (sample, gift)
+ High quality of print
+ Specific target group
+ More than one reader

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Print - Magazines

Disadvantages:
+ They cover the target group more slowly
+ Editorial Closing Date (without current events)
+ Not suitable for region (national)
+ There is no limit for ad

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Take exercise with paper
 Don´t waste your sperm
• Fertility clinic, Australia
 Captain – Old Spice

• The best perfumers in the world

• New red collection, paper jacket
Radio

Advantages:
+ Flexible and fast (changes any time)
+ Regional / National
+ We spend more time in cars
+ Repeat frequency

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Radio

Disadvantages:
- Supplementary medium
- Switching
- There is no limit for ad

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The end..