Television vs. Out-of-Home
June, 2011
Television vs. Out-of-Home
• Television sets itself apart from other media with its ability to
offer sight, sound, and motion to generate emotional
responses from the viewer.
• The qualities of television allow advertisers to create a long
lasting and memorable brand image.
• Television has unbeatable scale and reach that reaches
audiences quickly and effectively.
Television vs. Out-of-Home
• The effectiveness of out-of-home advertising is derived from
the frequency of the specific ads being seen.
• Since most OOH ads stay in the exact same place for their
campaign duration, only people who walk/drive by numerous
times will notice the advertising.
• OOH can have more marketing impact when viewers don’t
have their filters up and see messages out of context.
– For example, seeing Simon Cowell’s grinning face for The X Factor on a
grocery shopping cart may make a potential viewer sit up and take
notice.
Source: http://www.marketingscoop.com/outdoor-advertising-advantage.htm
Television vs. Out-of-Home
• Outdoor advertising is a glance medium. At best, it only
draws 2-3 seconds of a consumer’s time.
• Messages must be brief to fit in that 2-3 second time frame.
Ninety-five percent of the time, either the message or the
audience is in motion.
• TV reaches viewers when they are most receptive to
advertising.
Source: http://www.marketingscoop.com/outdoor-advertising-advantage.htm
Television vs. Out-of-Home
• Person-to-person communication is achieved through the
combination of both the spoken word and unspoken elements
such as body language and gestures.
• Television has both visual and sound capabilities which
allowing it to come closer than any other medium to offer
ideal communication.
• Television’s ability to touch people’s senses simultaneously
creates a synergistic effect that cannot be duplicated by only
stimulating an individual sense.
Television vs. Out-of-Home
• The nature of the way you have to buy outdoor advertising
(usually monthly commitment) is not conducive to a very
short campaign.
• Out-of-home advertising is highly dependent on the location
of the advertisement.
• In order for an advertisement to be effective it must be
placed in a high traffic area. This is usually very expensive
and also has to compete with several other advertisements in
the same area.
Source: http://www.marketingscoop.com/outdoor-advertising-advantage.htm
Television vs. Out-of-Home
• A study to track the awareness of OOH ads was conducted by
tracking a billboard for a Clark candy bar ad:
– Awareness was measured just prior to the boards going up, one month
into the campaign, two months into the campaign, and one month after
the boards came down.
– Awareness increased in the first month of the campaign and began to
decline significantly during the second month of advertising while the
boards were still up.
– The decline slowed but still continued one month after the boards came
down.
Source: Journal of Advertising Research- December 1989/January 1990
Television vs. Out-of-Home
Consumers Surveys
• TVB participates in omnibus telephone surveys conducted by
BBM Analytics to gauge consumers attitudes towards
advertising in all major media and to gain insight into their
behaviour with media
• Surveys include:
•
•
•
•
•
Perception of Advertising Effectiveness
Receptivity to Advertising
Screen Preference
Media Synergy
PVR Impact
Television vs. Out-of-Home
Advertising Effectiveness
Which ONE media source carries advertising that you believe to be the most Influential?
A25-54
63.7
13.7
9.3
6.0
Television
Source: BBM Analytics May 2010
Radio
3.2
Newspaper
Magazines
1.2
Internet
Out of home
Television vs. Out-of-Home
Advertising Effectiveness
Which ONE media source carries advertising that you believe to be the most Persuasive?
64.1
A25-54
7.9
9.9
5.5
7.1
2.1
Television
Source: BBM Analytics May 2010
Radio
Newspaper
Magazines
Internet
Out of home
Television vs. Out-of-Home
Advertising Effectiveness
Which ONE media source carries advertising that you believe to be the most Powerful?
66.9
A25-54
6.5
Television
Source: BBM Analytics May 2010
Radio
11.2
8.1
3.7
Newspaper
Magazines
1.0
Internet
Out of home
Television vs. Out-of-Home
Advertising Receptivity
In which medium are you most likely to Notice advertising?
A25-54
55.9
16.0
11.7
7.6
3.2
Television
Source: BBM Analytics June 2010
Radio
Newspaper
Magazines
1.4
Internet
Out of home
Television vs. Out-of-Home
Advertising Receptivity
When are you most Receptive to advertising messages?
A25-54
42.7
13.2
11.9
10.2
7.1
Watching
Television
Source: BBM Analytics June 2010
Listening to Reading a
the Radio Newspaper
Reading a
Magazines
7.1
On the
Internet
Out of home
Television vs. Out-of-Home
Advertising Receptivity
When do you pay the most Attention to advertising messages?
A25-54
42.3
14.9
12.7
6.3
Watching
Television
Source: BBM Analytics June 2010
Listening to Reading a
the Radio Newspaper
Reading a
Magazines
7.3
On the
Internet
9.4
Out of home
Television vs. Out-of-Home
Advertising Receptivity
Thinking about your Favourite advertisement, where did you see it?
68.2
A25-54
3.7
Television
Source: BBM Analytics June 2010
Radio
4.7
Newspaper
7.1
3.7
2.7
Magazines
Internet
Out of home
Television vs. Out-of-Home
Advertising Receptivity
Have you ever seen an ad that has made you Laugh or Cry? Where?
83.6
A25-54
88.2
10.9
Yes
No
7.8
2.5
Television
Source: BBM Analytics June 2010
Radio
0.3
Newspaper
1.3
0.8
Magazines
Internet
Out of home
Television vs. Out-of-Home
• Television commercials account for 10.3% of all word of
mouth conversations in regards to brands. OOH ads are
accounted for in a range of 1.7% (billboard) to 5.5% (in-store
display) depending on the type of OOH medium being used.
• Television is the leader in ad expenditure volume, as well as
the leader in driving word of mouth volume.
• TV has the ability to spark a conversation, and advertisers
wanting to start lots of conversations quickly have to consider
television.
Source: ADMAP November 2010
Television vs. Out-of-Home
Attitudes of adults towards product placement in TV shows
• 24% agree to the statement “After I watch my favourite TV
show, I can remember brand name products the characters
were using during the show”.
• 22% agree to the statement “To see a character interact with
brand name products I use makes the show more real to me”.
• 41% agree to the statement “When I watch TV, I often notice
brand name products used as part of the set”.
Source: TV Dimensions 2010
Television vs. Out-of-Home
• Limited scope for message (e.g. no space for detailed text,
phone number, location map)
• Poor weather can affect the visibility of the advertisement,
and limit the number of people even noticing the
advertisement.
• Outdoor advertising can be vandalized or fall into disrepair
and reflect poorly on your brand or campaign.
• Different municipalities have different by-laws/regulations in
place to control outdoor signage and advertisements.
Source: http://www.adglitz.com/2010/11/08/billboardoutdoor-advertising-disadvantages/
Television vs. Out-of-Home
• TV ads stay up-to-date whereas OOH can be lagging with ads
becoming out of date and obsolete quickly. TV can be put on
the air in a relatively short period of time.
• It's hard to reach a specific audience. It is difficult to target
anything more than a small segment of a neighbourhood.
• OOH advertising works well with a TV marketing campaign as
an OOH ad can act as a reminder to what ads consumers saw
on TV.
Source: Marketing Tenth Edition, McGraw-Hill Ryerson 2004
Television vs. Out-of-Home
• Although the cost of reaching an individual person is low, it
does not match TV’s ability to compete on a national scale.
• A national campaign using OOH ads would be highly
expensive and would not be cost effective.
• There is considerable public criticism in regards to the
landscape defacing aspect that OOH advertising creates.
• Billboards have to be maintained by the companies that erect
them in order for the ads to appeal to consumers. This cost is
usually passed on to the advertiser.
Source: Marketing Tenth Edition, McGraw-Hill Ryerson 2004
Television vs. Out-of-Home
• In Summary:
– Television is far more effective than OOH in conveying an advertiser’s
message as TV impacts the consumer’s several different senses
simultaneously.
– As outlined in various studies, people identify TV as the medium they
find to be most effective, engaging, and persuasive.
– Television has unbeatable reach and the ability to target mass
audiences for ad campaigns.
– TV brings ads to the consumer whereas for OOH the consumer must
“find” the ad.