Nancy Fletcher President & CEO Outdoor Advertising Association of America
INDUSTRY POSITIONING 2012 TAB/OAAA OUT OF HOME MEDIA CONFERENCE
THE OUT OF HOME BRAND JOURNEY Update and sharpen the OOH brand Reposition the industry Under-represented in media mix Earn less share
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
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%
INDUSTRY VISION Every point of share = $1.6 Billion
WHAT IS A BRAND? A brand is an idea that lives in the mind of our target audience. OUT OF HOME ADVERTISING
RESEARCH OBJECTIVES Understand industry perceptions Strengths, weaknesses, opportunities, threats Role of OOH in media mix Brand attributes, positioning and messaging
INTERNAL vs. EXTERNAL VIEW STRATEGY SHOULD EVOLVE FROM THE MUD OF THE MARKETPLACE, NOT THE ANTISEPTIC ENVIRONMENT OF THE IVORY TOWER. - Al Ries
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
CURRENT INDUSTRY PERCEPTIONS Compared to other media: Tactical, secondary, below-the-line Traditional Slow-moving Less professional Less strategic
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
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
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
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
INNOVATION DEFINED Improve the customer experience Keep pace with where advertising and the consumer are headed
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
WHAT CUSTOMERS WANT Trusted Partners Fresh Ideas State-of-the-art business practices High-value advertising solutions
UBIQUITY DEFINED Surrounds and immerses hard-to-reach consumers Goes where other media can t go
CREATIVE IMPACT DEFINED Unlimited creative potential High-impact, disruptive, engaging messages
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
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
OOH TAG LINE Take another look.
OOH INDUSTRY LOGO
BRAND GUIDELINES
DOWNLOADS AVAILABLE: OOHTakeAnotherLook.org
OOH CAMPAIGN WE CAN DO COFFEE IN THE MORNING AND BURGERS AT NOON. TAKE YOUR MESSAGE FOR A RIDE WE HAVE YOUR AUDIENCE SURROUNDED.
OOH CAMPAIGN
PRINT AD
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
CHANGE LEADERSHIP THE ONLY WAY TO MAKE SENSE OF CHANGE IS TO PLUNGE INTO IT, MOVE WITH IT, AND JOIN THE DANCE. Alan Watts (1915-1973)
BRAND ALIGNMENT & IMPLEMENTATION
DOWNLOADS AVAILABLE: OOHTakeAnotherLook.org
OPPORTUNITY CALLS IF A WINDOW OF OPPORTUNITY APPEARS, DON T PULL DOWN THE SHADE. Tom Peters
NEXT STOP: LOS ANGELES
INDUSTRY POSITIONING 2012 TAB/OAAA OUT OF HOME MEDIA CONVENTION