Nancy Fletcher President & CEO Outdoor Advertising Association of America

Transcription

1 Nancy Fletcher President & CEO Outdoor Advertising Association of America

2 INDUSTRY POSITIONING 2012 TAB/OAAA OUT OF HOME MEDIA CONFERENCE

3 THE OUT OF HOME BRAND JOURNEY Update and sharpen the OOH brand Reposition the industry Under-represented in media mix Earn less share

4 THE POSITIONING TEAM OOH POSITIONING COMMITTEE Donald Allman, Titan Norm Chait, MediaVest David Gibbs, EYE Andrea MacDonald, MacDonald Media Charlie Miller, Burkhart Advertising Mark Moyer, Fairway Outdoor Advertising Tom Norton, Norton Outdoor Advertising David Payne, Kinetic Worldwide Joe Philport, Traffic Audit Bureau Kevin Reilly, Lamar Advertising Company Jodi Senese, CBS Outdoor Rocky Sisson, Clear Channel Outdoor Jack Sullivan, Starcom Worldwide Tommy Teepell, Lamar Advertising Company Vision Into Action

5 INDUSTRY VISION Be a proven and strategic component of effective advertising campaigns, in order to increase our share of total media spending from 4% to 6%

6 INDUSTRY VISION Every point of share = $1.6 Billion

7 WHAT IS A BRAND? A brand is an idea that lives in the mind of our target audience. OUT OF HOME ADVERTISING

8 RESEARCH OBJECTIVES Understand industry perceptions Strengths, weaknesses, opportunities, threats Role of OOH in media mix Brand attributes, positioning and messaging

9 INTERNAL vs. EXTERNAL VIEW STRATEGY SHOULD EVOLVE FROM THE MUD OF THE MARKETPLACE, NOT THE ANTISEPTIC ENVIRONMENT OF THE IVORY TOWER. - Al Ries

10 WHO WE SPOKE TO AGENCIES 360i Alliant Campbell Mithun Cuneo Advertising Clarity Coverdale David & Goliath Davis Elen Deutsch DraftFCB Fallon Worldwide Feed the Dog Creative Initiative OLO Brand Group Ogilvy & Mather Martin Agency Martin Williams Media Contacts Mediavest Miller Ad Agency Mindshare MPG Pedone Media Periscope Rubin Postaer Universal McCann Working Media Group Yamimoto Zenith Media ADVERTISERS American Express Anheuser Busch Audi Buffalo Wild Wings Cambria Capella University CBS Television Chanel Coca-Cola Cotton, Inc. Dairy Queen Empire Merchants ESPN IBM Kraft Foods Lifetime Fitness Nestle Purina Paramount Pictures PepsiCo Pfizer Proctor & Gamble Red Roof Inn Regis Target Walt Disney WSS Footwear YWCA OPERATORS Adams Burkhart CBS Clear Channel Fairway JC Decaux Lamar Norton Reagan Van Wagner Zoom Media SPECIALISTS Billboard Connection Buntin Chrysalis Kinetic MacDonald Mediavest OMG/OMA Posterscope

11 CURRENT INDUSTRY PERCEPTIONS Compared to other media: Tactical, secondary, below-the-line Traditional Slow-moving Less professional Less strategic

12 OUTDOOR vs. OUT OF HOME OUTDOOR ADVERTISING Traditional OUT OF HOME ADVERTISING More contemporary & innovative Mass reach More targeted & customized Expected; kind of boring More cool, creative and tech-savvy Insular Younger & more forward-thinking

13 RESHAPING THE CONVERSATION OUT OF HOME ADVERTISING Think and act differently Give a reason to reconsider Tell them something new Open to a new vision Put it in context

14 SHIFTING PERCEPTION FROM Location-Driven Focus Tactical Hard to Plan & Measure Inventory & Transactions Old-Fashioned & Traditional Mixed Creative Quality Inconsistent Maintenance TO Audience-Driven Focus Strategic & Complementary Easy to Use & More Accountable Professional & Consultative Forward-Looking & Innovative High Creative Impact High Quality Appearance

15 OOH BRAND PYRAMID SPIKE ATTRIBUTES INNOVATION Mass reach UBIQUITY CREATIVE IMPACT QUALIFYING ATTRIBUTES Expected; kind of boring PROFESSIONALISM ACCOUNTABILITY ENTRYSTAKE ATTRIBUTES AUDIENCE-DRIVEN HIGH QUALITY/WELL-MAINTAINED

16 INNOVATION DEFINED Improve the customer experience Keep pace with where advertising and the consumer are headed

17 INNOVATION ENCOMPASSES: More creative thinking High impact creative executions New digital technologies Interactivity Ubiquitous & impactful formats Improved eco-friendly materials and lighting Improved business practices More professional & consultative selling New TAB OOH ratings system

18 WHAT CUSTOMERS WANT Trusted Partners Fresh Ideas State-of-the-art business practices High-value advertising solutions

19 UBIQUITY DEFINED Surrounds and immerses hard-to-reach consumers Goes where other media can t go

20 CREATIVE IMPACT DEFINED Unlimited creative potential High-impact, disruptive, engaging messages

21 OOH BRAND PYRAMID SPIKE ATTRIBUTES INNOVATION Mass reach UBIQUITY CREATIVE IMPACT QUALIFYING ATTRIBUTES Expected; kind of boring PROFESSIONALISM ACCOUNTABILITY ENTRYSTAKE ATTRIBUTES AUDIENCE-DRIVEN HIGH QUALITY/WELL-MAINTAINED

22 OOH BRAND POSITIONING STATEMENT PUTTING INNOVATION TO WORK TO WHAT IS SO THAT Agencies and advertisers facing audience fragmentation, media convergence, and constant change Out of home advertising Putting innovation to work to help advertisers take their message further Agencies and advertisers can trust that OOH is an innovative medium that s keeping pace with change

23 OOH TAG LINE Take another look.

24 OOH INDUSTRY LOGO

25 BRAND GUIDELINES

26 DOWNLOADS AVAILABLE: OOHTakeAnotherLook.org

27 OOH CAMPAIGN WE CAN DO COFFEE IN THE MORNING AND BURGERS AT NOON. TAKE YOUR MESSAGE FOR A RIDE WE HAVE YOUR AUDIENCE SURROUNDED.

28 OOH CAMPAIGN

29 PRINT AD

30 THIS IS ONLY THE BEGINNING Defined an industry vision Identified right brand strategy Launched a new OOH brand Industry-wide change Reposition our companies Serve our clients Increase share Increase revenue

31 CHANGE LEADERSHIP THE ONLY WAY TO MAKE SENSE OF CHANGE IS TO PLUNGE INTO IT, MOVE WITH IT, AND JOIN THE DANCE. Alan Watts ( )

32 BRAND ALIGNMENT & IMPLEMENTATION

33 DOWNLOADS AVAILABLE: OOHTakeAnotherLook.org

34 OPPORTUNITY CALLS IF A WINDOW OF OPPORTUNITY APPEARS, DON T PULL DOWN THE SHADE. Tom Peters

35 NEXT STOP: LOS ANGELES

36 INDUSTRY POSITIONING 2012 TAB/OAAA OUT OF HOME MEDIA CONVENTION

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