NEW YORK OVERVIEW. Visit us at: outfrontmedia.com

Transcription

1 NEW YORK OVERVIEW Visit us at: outfrontmedia.com

2 Why Go Out-of-Home? It s Simple That s Where the People Are! According to the 2013 Arbitron Out-of-Home Advertising Study, we are spending even more time out of home more than 89% of U.S. residents aged 18 or older are exposed to Outdoor advertising each day. Outdoor advertising reaches consumers 24/7 during their daily commute, on their lunch break and throughout shopping trips. Out-of-home is often the last message a consumer receives before making a service or buying decision. OOH advertising reaches almost the entire U.S. adult population each week. Today s consumers are increasingly mobile 70% of their waking hours are spent away from home and with out-of-home ads whether in their cars, riding mass transit, on foot or at the point-of-sale. 100% 80% 60% 40% 20% 0% 96% Outdoor 70% 61% Commuters Pedestrians Out-of-Home 95% Television 91% Radio 71% Newspaper 67% Internet Nearly three-quarters of outdoor viewers shop on their way home from work; more than two-thirds make their shopping decisions while in the car and more than one-third make the decision to stop at the store while on their way home all times when outdoor advertising has the opportunity to influence purchasing and service decisions. Source: Arbitron Out-of-Home Advertising Report, 2013 Why Now? Out-of-home is the LAST mass reach medium. Beyond fragmentation and self-selection is an emerging marketplace that is redefining how we interact with media and content. As the traditional media model gets reconfigured, out-of-home becomes the ONLY mass media choice. We are always there and we are always on. Why Outfront Media? We deliver audience. Our media is targetable by market and demographic, allowing us to pinpoint accurately who you need to reach, and then reach them consistently more than 20 times each month. With our newest media measurement system, TAB OOH Ratings, we are able to further refine our delivery. We deliver service. We are committed to delivering research and information that helps tailor a program to achieve your marketing objectives. We are committed to the after-sale, following your program through to success. We deliver America. Whether it s bulletins in suburban communities, transit shelters and bus kings in our urban centers, rail displays in transportation systems that connect bedroom communities to commercial centers, high-impact digital billboards, or standard billboards on highways entering or leaving major cities, we have you covered.

3 National In-Car Study 18 1/2 Hours per week on the road! Billboards move consumers to action!** On a roadside billboard, have you ever learned of... 3:00 2:52 an event 58% 2:00 1:00 0:00 Typical Weekday 2:07 Typical Weekend How much time in hours or minutes do you spend combined, either driving or riding as a passenger in any vehicle, on a typical weekday/weekend? Results displayed in hours: minutes 0% a store* a restaurant* a phone number a website address a radio tune-in a TV show tune-in 26% 28% 33% 44% 25% 50% *and visited establishment 50% 58% 75% Buses & Shelters get attention!** At any time in the past 7 days have you noticed a...(total) 0% public bus, not including a school bus? bus stop? taxi cab? 38% 47% 59% 25% 50% 75% 100% 31% Increase in time spent in-car. 71% of travelers notice Billboard Ads.* Workers shop on their way home.** From work to... 3:00 31% Increase 2:52 fast-food restaurant a sit-down restaurant 22% 44% 2:00 1:00 0 2: During our 2003 national in-car media survey, Arbitron found that Americans averaged 2 hours and 11 minutes in their cars during an average weekday; in 2009, Americans are reporting spending 2 hours and 52 minutes in their cars per weekday a 31% increase. Most of the Time 28% Each Time 9% Almost Never 16% Sometimes 34% Never 11% 0% a grocery store a drug store a convenience store a dept. store a Big Box store 32% 53% 58% 63% 82% 25% 50% 75% 100% Base: United States residents aged 18 or older who have traveled in any vehicle in the past month. ** Based on respondents that noticed ads. Source: Arbitron National In-Car Study 2009

4 Out-of-Home Creates Awareness! 7 out of 10 Adults say that they ve seen an OOH ad in the past month And among those who have seen an OOH ad: 70% 58% 55% 41% Say OOH is very, or somewhat likely, to influence a purchase. Search the web as a direct result of seeing an ad. Use mobile /social media to share information while viewing Are more likely to learn about the brand being advertised. Source: Touchpoints USA Billboard Study, 2012

5 Moving Consumers to Action! 7 out of 10 Adults say that they ve seen an OOH ad in the past month And among those who have seen an OOH ad: 40% viewed a DIRECTIONAL ad 40% 40% 39% WATCHED a TV program advertised visited a RESTAURANT advertised TALKED about a product advertised 33% ATTENDED an event advertised 29% 28% shopped a SALE in-store that week shopped a SALE online that week 26% visited a WEBSITE that was advertised 26% IMMEDIATELY visited business 18% CALLED a phone number advertised Source: Arbitron OOH Industry Report, 2013

6 OOH: A Return On Your Investment $4.00 It s Simple That s Where the People Are! The British media research firm Brandscience analyzed over 600 econometric case studies to gauge the impact of out-of-home on sales results. The information is used to provide insights about how out-of-home advertising works relative to other media, independently and in synergy with other media. Brandscience found for each dollar spent on out-of-home advertising, an average of $2.80 was received in sales. Television and print advertising have a lower ROI, yet receive a greater share of the dollars in the average media mix. Sales ROI $3.50 $3.00 $2.50 $2.00 $1.50 $1.00 $.50 $2.43 TV $2.41 PRINT $2.80 OOH $3.14 RADIO $3.38 ONLINE $- Research studies have repeatedly shown that OOH significantly lowers the cost of advertising. To reach 1,000 people, online can cost up to $17.50 per thousand impressions, magazines can cost up to $21.00 per thousand. At $3.38-$8.65 per thousand impressions, OOH delivers the same audience at significantly lower costs. Only radio comes anywhere close. Using out-of-home in combination with other media improves the retention of a campaign s advertising message. This works particularly well for television and online advertising. $50.00 $40.00 Broadcast Cable Magazines Newspapers 18 Television Internet $30.00 $20.00 $10.00 $0 OOH Shelter Poster Bulletin Source: OAAA.org, 2013 Radio Network Spot Online Search Sites Portal Sites General Content Business Content Spot TV - Early Eve. Network TV - Prime Spot TV - News Spot TV - Prime Network Interconnect Zoned Spot Newsweeklies Men s Interest Women s Fashion Business Daily Business Message Decay Rate (Days) Without OOH With OOH

7 Increase Your Reach! According to a 2012 survey conducted by Touchpoints USA, when OOH is added to a media plan, it can increase reach by 18% for TV and up to 45% for Radio. +18% +45% +68% +212% +316% TV Radio Web Social Mobile App Source: Touchpoints USA Billboard Study, 2012 Out-of-home media delivers more online activity per advertising dollar spent compared to other offline media Television Radio Newspaper/Magazine Out-of-Home Source: Arbitration OOH Industry Report, 2013 Search Facebook Twitter

8 Top 50 Market Market CBSA Population Age 18 + Bulletins/ Walls Posters Jr. Posters Commuter Rail / Subway Buses Street Furniture Wrapped Media New York, NY / D D X D X 15,542,241 North Jersey & Central Jersey D D X X Los Angeles-Long Beach, CA 10,097,604 D X X X D X Chicago, IL-IN-WI 7,240,935 D D X X Dallas-Ft. Worth-Arlington, TX 5,021,427 D D X X Philadelphia, PA-NJ-DE-MD / D X X 4,685,125 South Jersey X X X Miami-Ft. Lauderdale, FL 3,362,398 D D X X X Houston-The Woodlands, TX 4,618,841 D Washington, DC-VA-MD-WV 4,586,521 X X X X X Atlanta, GA 4,151,743 D D X D X X X Boston-Cambridge-Newton, MA-NH 3,719,611 X X X X San Francisco / Oakland / 3,581,937 D X X D X X X X X X San Jose, CA D X X X X Detroit-Warren-Dearborn, MI 3,304,083 D X X X Phoenix-Mesa-Scottsdale, AZ 3,291,338 D D X X X X Riverside, CA 3,198,983 X X X Seattle-Tacoma-Bellevue, WA 2,801,694 X X Minneapolis - St. Paul, MN 2,619,027 D X X X San Diego-Carlsbad, CA 2,482,234 X X Tampa-St. Petersburg (Sarasota), FL Baltimore-Columbia-Towson, MD 2,295,936 D X 2,160,112 St. Louis, MO-IL 2,154,121 D D Denver-Aurora-Lakewood, CO 2,048,026 X X X Pittsburgh, PA 1,903,671 X Portland-Vancouver, OR-WA 1,787,126 X Orlando-Kissimmee-Sanford, FL 1,761,904 D Charlotte-Concord, NC-SC 1,755,360 D X indicates media available "D indicates digital media available

9 Top 50 Market Market CBSA Population Age 18 + Bulletins/ Walls Posters Jr. Posters Commuter Rail / Subway Buses Street Furniture Wrapped Media San Antonio-New Braunfels, TX 1,693,865 X Sacramento-Roseville, CA 1,692,858 D D Cincinnati, OH-KY-IN 1,618,382 X Cleveland-Elyria,OH 1,600,000 D Kansas City, MO-KS 1,542,644 D X X Las Vegas-Henderson- Paradise, NV 1,534,839 X D X X X Columbus, OH 1,493,736 D San Jose-Sunnyvale, CA 1,471,292 D X X Indianapolis-Carmel- Anderson, IN 1,458,887 D Austin-Round Rock, TX 1,432,156 Nashville-Davidson, TN 1,342,734 D X Virginia Beach, VA-NC 1,326,944 X Providence-Warwick, RI-MA 1,269,798 X Milwaukee-Waukesha, WI 1,196,260 X Jacksonville, FL 1,074,558 D Memphis, TN-MS-AR 1,005,686 D Oklahoma City, OK 994,106 Louisville, KY-IN 968,041 D X X X Richmond, VA 965,375 X New Orleans-Metairie, LA 960,471 D X X Hartford-West Hartford, CT 957,210 D D Raleigh, NC 908,951 X Buffalo-Cheektowaga, NY 899,003 Birmingham-Hoover, AL 873,778 Rochester, NY 849,624 X X indicates media available "D indicates digital media available

10 Wrapped Street Furniture Media Wrapped Shelters Provide around the clock visibility to both vehicular and pedestrian traffic and are strategically located at high circulation locations throughout the community. Wrapped Shelters create exciting and unique opportunities for advertisers to create a 360 degree experience for passersby Los Angeles, CA; Miami-Dade, FL; Minneapolis/St. Paul, MN; Phoenix, AZ; Showcase Shelters Showcase shelters are similar to a display case. Instead of a poster, multimedia/artwork or products are contained within the frame, creating an engaging and entertaining display. Atlanta, GA; Denver, CO; Los Angeles, CA; Louisville, KY; Miami- Dade, FL; Minneapolis/St. Paul; Palm Springs, CA; Phoenix, AZ; San Francisco; CA; West Palm Beach, FL Build-outs/Embellishments Build-outs offer the opportunity to transform ordinary shelters into bold 3-D creations. Visible to both pedestrian and vehicular traffic, they provide 24- hour impact in the highly trafficked areas. Los Angeles, CA; Minneapolis-St. Paul, MN; Phoenix, AZ Insert chart here OUTFRONTmedia.com

11 Wrapped Bus Media Ultra Super King These vibrant and colorful additions to your Ultra King ads extend your message beyond the borders of traditional media. Enhance your imagery and recognition on bustling city streets. Atlanta, GA; Detroit, MI; Flint, MI; Long Island, NY; Los Angeles, CA; Miami, FL; Washington DC Kong These eye-catching ads attract consumers with high-quality artwork that cover more than 18 feet of exterior space of the bus from wheel to wheel, your message makes a lasting impression. Atlanta, GA; Detroit, MI; Flint, MI; Los Angeles, CA; Miami, FL; New York, NY; Washington DC Super King Attract consumers with high-quality creative that covers 20 feet of exterior space! Super Kings are the perfect medium to promote special events, promotional tie-ins and launching a new brand. New York, NY OUTFRONTmedia.com

12 Wrapped Bus Media Window Extensions These vibrant and colorful additions to your Bus Kings and Ultra King ads extend your message beyond the borders of traditional media. Enhance your imagery and recognition on the busiest streets in the country. Atlanta, GA; Detroit, MI; Flint, MI; Los Angeles, CA; Miami, FL; New York, NY; Washington DC Insert chart here Headliner Extending across the top of the entire bus, Headliners impact your audience and reach them no matter which direction they are going. Be on the streets and make multiple impressions. Atlanta, GA; Detroit, MI; Flint, MI; Los Angeles, CA; Miami, FL; New York, NY; Washington DC L-Sides More creative space allows you more ways to declare your presence. Vertical extension of our powerful Bus Kings to L-Sides creates a giant canvas for eye-catching visuals. Atlanta, GA; Detroit, MI; Flint, MI; Los Angeles, CA; Miami, FL; New York, NY; Washington DC OUTFRONTmedia.com

13 Wrapped Bus Media Full Back Leave a lasting impression, particularly with the millions of commuters stuck in bumper-to-bumper traffic. A large creative format, seen by both pedestrians & motorists, Fullbacks offer unique ways to reach heavily trafficked areas & crowded highways. Atlanta, GA; Detroit, MI; Flint, MI; Los Angeles, CA; Miami, FL; New York, NY; Washington DC Super Tail XL Consumers can t miss these eye-catching advertisements while sitting in traffic, as Super Tails XL cover the majority of a bus backside. Detroit, MI Super Tail Super Tails offer low CPM s and allow advertisers to cost efficiently bring their ad campaign to the masses with daily exposures in a stand-alone environment. Detroit, MI OUTFRONTmedia.com

14 Wrapped Rail/Subway Media Wild Trains These eye-catching trains run though the heart of the city, traveling into the city from suburban communities. If you are looking for the impact of billboards and the frequency of commuter rail, Wild Trains make the connection! Atlanta, GA; Phoenix, AZ Wrapped Exterior Serving as a virtual canvas, Wrapped Exterior trains allow for creativity and drama which is sure to make a splash in the marketplace and create a lasting impression on the daily commuter. Atlanta, GA; Connecticut; Los Angeles, CA; Miami, FL; New York, NY; Phoenix, AZ Interior Wrap* Interior Wraps offer the unique opportunity to completely saturate the interior space of this commuter heavy Shuttle train. Interior wraps create a Total experience for commuters while generating excitement and buzz in the media. New York, NY * On Shuttle in combination with Exterior Wrap Only OUTFRONTmedia.com

15 Wrapped Rail/Subway Media Super Train/Train Kings/Rail Kings Advertise from the side of rail cars, influencing both riders and onlookers alike while they are waiting for their train to arrive. Atlanta, GA; Los Angeles, CA; Miami, FL; New York, NY Stripes & Doors These highly visible, clean Subway Stripes demand the attention in an otherwise hectic environment giving riders the opportunity to completely absorb your message as their train arrives. New York, NY Decals Decals offer endless creative possibilities with the ability to modify shapes, sizes and locations, advertisers can really get the attention of shoppers. New York, NY OUTFRONTmedia.com