Louisville - OUTFRONT Media

Transcription

Louisville
1501 Lexington Rd / Louisville, KY 40206-1930 / 502.584.1900 / OUTFRONTmedia.com
Customers are at the core of everything we do. We are driven to make it easier to plan, buy, and activate successful
advertising programs. We are laser-focused on exceptional customer service and on exceeding customer expectations.
We embrace change and take the lead in creating new markets, new formats and new opportunities. We put fresh
thinking and innovative approaches to work in all aspects of our business — from digital networks, to social and
mobile integration, to improved business practices.
We are OUTFRONT Media. Always innovating. Always connecting. Always on. Always the right choice. Always.
Copyright © 2016 OUTFRONT Media Inc. All rights reserved.
Why Go Out-of-Home?
95%
80%
61%
20%
Outdoor
40%
Commuters
60%
91%
70%
71%
67%
Internet
96%
Newspaper
100%
Radio
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.
OOH advertising reaches almost the entire U.S. adult population each
week.
Television
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.
Pedestrians
It’s Simple — That’s Where the People Are!
Louisville
0%
Out-of-Home
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.
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?
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.
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.
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.
Last Rev. 08/23/16
Louisville
1501 Lexington Rd
Louisville, KY 40206-1930
(502) 584-1900 / OUTFRONTmedia.com
National In-Car Study
18 1/2 Hours per week on the road!
3:00
Louisville
Billboards move consumers to action!**
On a roadside billboard, have you ever learned of...
2:52
a phone number
28%
44%
a radio tune-in
Typical Weekend
a TV show tune-in
0%
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?
47%
bus stop?
26%
a website address
Typical Weekday
59%
58%
a restaurant*
0:00
public bus, not including
a school bus?
50%
a store*
2:00
1:00
At any time in the past 7 days have you noticed a...(total)
58%
an event
2:07
Buses & Shelters get attention!**
38%
taxi cab?
33%
25%
50%
75%
0%
25%
50%
75%
100%
*and visited establishment
Results displayed in hours: minutes
31% Increase in time spent in-car.
3:00
2:00
e
eas
ncr
I
31%
71% of travelers notice Billboard Ads.*
Workers shop on their way home.**
From work to...
fast-food restaurant
2:52
2:11
a sit-down
restaurant
Most of
the Time
28%
44%
22%
82%
a grocery store
Sometimes
34%
53%
a drug store
58%
a convenience store
1:00
a dept. store
0
2003
2009
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.
Each Time
9%
Almost
Never
16%
32%
63%
a “Big Box” store
Never
11%
0%
25%
50%
75%
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
Last Rev. 08/23/16
Louisville
1501 Lexington Rd
100%
Out-of-Home Creates Awareness!
Louisville
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%
Say OOH is very, or
somewhat likely, to
influence a purchase.
58%
Search the web as a
direct result of seeing
an ad.
55%
Use mobile /social
media to share
information while
viewing an OOH ad.
Source: Touchpoints USA Billboard Study, 2012
Are more likely to learn
about the brand being
advertised.
Last Rev. 08/23/16
Louisville
1501 Lexington Rd
41%
Moving Consumers to Action!
Louisville
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%
40%
40%
viewed a
DIRECTIONAL ad
WATCHED a TV
program
advertised
visited a
RESTAURANT
advertised
TALKED about a
product advertised
ATTENDED an event
advertised
29%
28%
26%
26%
18%
shopped a
SALE in-store
that week
shopped a
SALE online
that week
visited a
WEBSITE that
was advertised
39%
IMMEDIATELY
visited business
Source: Arbitron OOH Industry Report, 2013
CALLED
a phone number
advertised
Last Rev. 08/23/16
Louisville
1501 Lexington Rd
33%
OOH: A Return On Your Investment
Louisville
$4.00
$3.50
$2.80
$2.50
$2.43
$3.38
$3.14
$2.41
$1.00
$.50
OOH
PRINT
$1.50
ONLINE
$2.00
TV
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
$3.00
RADIO
It’s Simple — That’s Where the People Are!
$-
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.
$50.00
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.
Television
Newspapers
Magazines
$40.00
Internet
Cable
Broadcast
18
Message Decay Rate (Days)
$30.00
Online
$20.00
OOH
Radio
$10.00
ly
es
s
ai
in
D
us
B
Se
a
Sp
ot
rc
Po h S
G
en rta ite
lS s
er
B
us al C ite
s
in
o
nt
Sp
es
en
s
ot
C
on t
TV
N
te
et
nt
Ea
w
or
rly
k
E
T
Sp V
ve
ot P .
Sp TV rim
e
ot
N
TV ew
s
Pr
im
e
In Ne
te tw
rc o
r
Zo onn k
ne ec
t
d
N
Sp
ew
ot
sw
M
e
W en ek
l
om ’s
In ies
en te
re
’s
Fa st
sh
B ion
us
in
es
s
el
t
Po er
st
B er
ul
le
tin
N
et
w
or
k
14
12
10
8
6
4
2
$0
Sh
16
0
Without OOH
Source: OAAA.org, 2013
Last Rev. 08/23/16
Louisville
1501 Lexington Rd
With OOH
Increase Your Reach!
Louisville
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.
+316%
+212%
+18%
TV
+68%
+45%
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.
400
350
294
300
250
180
200
150
100
50
61
350
311
Television
174
98
Search
61
98
63
Facebook
Source: Arbitron OOH Industry Report, 2013
95
Newspaper/Magazine
Out-of-Home
Twitter
Last Rev. 08/23/16
Louisville
1501 Lexington Rd
Radio
154
Top 50 Market Coverage
Market
CBSA
Population Age 18 +
Phoenix-Mesa-Scottsdale, AZ
3,457,429
Detroit-Warren-Dearborn, MI
3,332,255
Riverside, CA
3,307,319
Seattle-Tacoma-Bellevue, WA
2,909,229
Minneapolis - St. Paul, MN
2,698,084
San Diego-Carlsbad, CA
2,563,295
Tampa-St. Petersburg (Sarasota), FL
2,374,159
Baltimore-Columbia-Towson, MD
2,188,674
St. Louis, MO-IL
2,177,675
Denver-Aurora-Lakewood, CO
2,157,155
Pittsburgh, PA
1,903,444
••
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Orlando-Kissimmee-Sanford, FL
1,859,297
••
New York, NY /
15,806,405
North Jersey & Central Jersey
Los Angeles-Long Beach, CA
10,363,815
Chicago, IL-IN-WI
7,322,541
Dallas-Ft. Worth-Arlington, TX
5,239,799
Houston-The Woodlands, TX
4,885,987
Miami-Ft. Lauderdale, FL
4,783,986
Philadelphia, PA-NJ-DE-MD /
4,727,310
South Jersey
Washington, DC-VA-MD-WV
4,720,493
Atlanta, GA
4,298,956
Boston-Cambridge-Newton, MA-NH
3,811,087
San Francisco /
Oakland /
3,714,911
San Jose, CA
•
Bulletins/
Walls
indicates OUTFRONT media available
•
Louisville
Posters/
Jr. Posters
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Commuter Rail/
Subway
Buses
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Street
Furniture
Wrapped
Media
Lifestyle Centers/
CityLites
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indicates digital media available
Louisville
1501 Lexington Rd
Airports
Last Rev. 08/23/16
Top 50 Market Coverage
Market
•
CBSA
Population Age 18 +
Bulletins/
Walls
Louisville
Posters/
Jr. Posters
Portland-Vancouver, OR-WA
1,852,687
•
Charlotte-Concord, NC-SC
1,843,603
•
San Antonio-New Braunfels, TX
1,780,935
•
Sacramento-Roseville, CA
1,741,842
••
Cincinnati, OH-KY-IN
1,647,337
•
Las Vegas-Henderson-Paradise, NV
1,615,337
••
Cleveland-Elyria,OH
1,615,309
•
Kansas City, MO-KS
1,577,229
••
•
Columbus, OH
1,545,222
••
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San Jose-Sunnyvale, CA
1,525,784
••
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Austin-Round Rock, TX
1,518,122
Indianapolis-Carmel-Anderson, IN
1,500,259
••
Nashville-Davidson, TN
1,406,121
••
Virginia Beach, VA-NC
1,342,960
•
Providence-Warwick, RI-MA
1,287,098
•
Milwaukee-Waukesha, WI
1,205,977
•
Jacksonville, FL
1,122,497
••
Oklahoma City, OK
1,024,675
Memphis, TN-MS-AR
1,007,324
••
Richmond, VA
993,380
•
Louisville, KY-IN
989,275
••
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New Orleans-Metairie, LA
984,141
••
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Hartford-West Hartford, CT
962,897
••
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Raleigh, NC
958,147
•
Buffalo-Cheektowaga, NY
906,516
•
Birmingham-Hoover, AL
883,982
Rochester, NY
855,479
indicates OUTFRONT media available
•
Commuter Rai/
Subway
Buses
Street
Furniture
Lifestyle Centers/
CityLites
•
•
Airports
••
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•
indicates digital media available
Source: Census Data (2016 Update)
Louisville
1501 Lexington Rd
Wrapped
Media
Last Rev. 08/23/16
Louisville Overview
Louisville
Louisville is Kentucky’s largest city and prides itself for rich cultural flavor, where historic Victorian style lives in
harmony with modern architectural designs. Known as “derby town,” “river city”, or “gateway to the South,” it
is headquarters of several major corporations and organizations such as: Humana, Brown-Forman Corp.,
Hillerich & Bradsby (maker of Louisville Slugger Bats), Papa John’s Pizza, Yum! Brands, Inc. (parent company
of KFC, Pizza Hut and Taco Bell) and Texas Roadhouse. Louisville is also home to UPS Air Hub, largest
transport facility of its kind in the U.S., and Ford Motor Company Heavy Truck Plant, largest in North America.
OUTFRONT Media's Louisville billboards and displays advertising powerfully impact residents and visitors as
they commute throughout the market for work and play.
Market Demographics:
Population (18+ Metro):
HHI $100K+:
College Educated (4+ yrs):
White Collar Occupation:
Blue Collar Occupation:
981,769
19.75%
26.48%
59.17%
24.28%
Race & Ethnicity:
White:
77.31%
AA/B:
14.13%
Hispanic:4.45%
Available Products:
Asian: 1.78%
Other: 2.14%
• Digital Bulletins
• Bulletins
• Posters
• Jr. Posters
• Transit Shelters
• Mobile Geofencing
10 Faces
423 Faces
830 Faces
142 Faces
357 Faces
Source: Census Data, Louisville, KY-IN, 2015 update
Market In Motion:
Drove alone to any place or carpool (wk):
Traveled 200+ miles (wk):
Spent 30+ minutes traveling to work one way:
Walked 3+ miles town/city (wk):
91.5%
20.1%
12.1%
19.1%
Source: Scarborough Research 2015, Louisville, KY CBSA, Release 1-12 month study
Last Rev. 08/23/16
Louisville
1501 Lexington Rd
Points of Interest
Major Points of Interest:
Churchill Downs
Louisville Slugger Museum & Factory
Muhammad Ali Center
Speed Art Museum
Frazier Museum
21C Modern Art Museum
Kentucky Kingdom Amusement Park
KFC YUM! Center
Whiskey Row
KY Derby Museum
Urban Bourbon Trail
Top Businesses
Humana
YUM! Brands
Kindred Healthcare
Brown-Forman
Papa John’s
UPS Air Hub
Texas Roadhouse
Louisville Slugger Baseball Bats
Ford Heavy Truck Plant
General Electric Appliance Park
Louisville
Colleges/Universities:
University of Louisville
Bellarmine University
Sullivan University and Culinary Institute
Spalding University
Indiana University Southeast
Shopping Centers/Nightlife:
Horseshoe Casino
4th Street Live!
Main Street Art District
Old Louisville
Frankfort Avenue
Bardstown Road Corridor
East Main Street/Whiskey Row
The Highlands
Oxmoor Center
Mall St. Matthews
Jefferson Mall
Bass Pro Shop
The Paddock
St. Matthews
Nulu
Convention Centers:
Local Events:
Kentucky Derby
Breeders Cup
St. James Art Festival
Louder Than Life
KY State Fair
Forecastle Festival
U of L Sporting events
KY SPEEDWAY / NASCAR
The Kentucky International Convention Center
Kentucky Exposition Center
Professional Sports Teams:
Louisville Bats (AAA Baseball)
Louisville City FC (Pro Soccer)
Last Rev. 08/23/16
Louisville
1501 Lexington Rd
Digital Bulletins
Louisville
Dynamic. Relevant. Impact.
What advertising opportunities are on digital bulletins?
These bright and bold digitals allow an advertiser to display their ad for a “spot” — 8 seconds on a 64 second loop. With messages
that are easily changed, advertisers can day-part segments of their campaign making messages not only relevant but timely.
How can the digital bulletins connect with consumers?
Utilize Twitter, Facebook, and other social media networks to connect with your target customers... announce news, events,
contests, and giveaways. Continuously keep your consumers updated and engaged with digital billboards!
Product Information:
• LED Display Size:
14’H x 48 W
10’H x 30’W
• Spot Length:
:08 seconds
Coverage:
Why are digital bulletins valuable to advertisers?
Advertising on of our digital billboards is a great opportunity to stand out from the crowd. Say goodbye to production costs! Digital
billboards are very flexible, allowing advertisers to change copy within minutes without any additional printing or installation costs.
See next page for complete coverage
Last Rev. 08/23/16
Louisville
1501 Lexington Rd
Digital Bulletins
Louisville
Coverage
Last Rev. 08/23/16
Louisville
1501 Lexington Rd
6)
Static Bulletins
Louisville
Exposure. Presence. Impressions.
What advertising opportunities are on static bulletins?
Brands are built on our roadways with buzzworthy advertising on static bulletins. Billboards act as guides, directing us to hotels,
eateries and amusements. Static billboards help consumers find businesses, and help businesses find customers.
How can static bulletins connect with consumers?
Static bulletins are one of the greatest ways to impact the increasingly mobile population and to communicate your message
to the masses. Month long presence and tremendous visibility to vehicular traffic impacts commuters on the go and influences
purchase decisions.
• 14’H x 48’W
• Odd Sizes
• Sizes vary by location
• Extensions available
Coverage:
Why are static bulletins valuable to advertisers?
Your message generates ultimate brand awareness. Static billboards offer a vibrant creative canvas to make a major splash in
the Louisville market that is sure to catch the attention of daily commuters.
Last Rev. 08/23/16
Louisville
1501 Lexington Rd
Static Bulletins
Louisville
Coverage
Last Rev. 08/23/16
Louisville
1501 Lexington Rd
Posters
Louisville
Visible. Bright. Green.
What advertising opportunities are on posters?
Posters are made of 100% recyclable polyethylene printed copy and are highly visible to both pedestrian and vehicular traffic.
Achieve dramatic large-scale impact and frequency with multiple units strategically located to maximize your advertising
potential. Posters are a perfect media option for both local and national advertisers.
• 10.5'H x 22.8'W
Coverage:
How can posters connect with consumers?
Neighborhood penetration makes Posters the ideal point of purchase media. Demographic-specific locations bring your ad
directly to your target audience. Targeted programs include upscale showings, general market, ethnic and individual locations.
Why are posters valuable to advertisers?
These big, bold and environmentally friendly boards are visually superior to traditional 30-sheet posters — regardless of
weather conditions. Posters are seamless, guaranteeing consistent color tone across the surface of the board.
Last Rev. 08/23/16
Louisville
1501 Lexington Rd
Posters
Louisville
Coverage
Last Rev. 08/23/16
Louisville
1501 Lexington Rd
Jr Posters
Louisville
What advertising opportunities are on junior posters?
Located along primary and secondary roadways in urban Louisville, junior posters are highly visible to vehicular traffic. This
media format offers advertisers deep neighborhoods penetration that will speak directly to your demographic in one of the
most cost efficient ways.
• 60'H x 132'W
Coverage:
How can junior posters connect with consumers?
Their smaller canvas allows these signs to be placed in local neighborhoods where bulletins and posters are zoned out.
Why are posters valuable to advertisers?
Junior posters offer point-of-purchase opportunities and are a great medium for local businesses to drive traffic to their stores.
Junior posters can target neighborhoods, shops and ethnic areas.
Last Rev. 08/23/16
Louisville
1501 Lexington Rd
Jr Posters
Louisville
Coverage
Last Rev. 08/23/16
Louisville
1501 Lexington Rd
Bus Shelters
Louisville
What advertising opportunities are on bus shelters?
Bus shelters provide your message with great reach and frequency. With curbside positioning along main roadways, these
transit shelters provide high circulation in the areas where traditional media forms are not available.
• 70' H x 48' W
• Showcase shelters available
Coverage:
How can bus shelters connect with consumers?
Street furniture provides coverage in areas zoned out to other media, and dusk-to-dawn illumination provides round-the-clock
visibility to both vehicular and pedestrian traffic.
Why are bus shelters valuable to advertisers?
With magazine-quality production, bus shelters are a great on-the-street extension of print campaigns.
Last Rev. 08/23/16
Louisville
1501 Lexington Rd
Bus Shelters
Louisville
Coverage
Last Rev. 08/23/16
Louisville
1501 Lexington Rd
Elizabethtown Coverage
Louisville
Coverage
F/N
F/W
F/E
F/S
Bulletins
Posters
Digital Bulletins
Last Rev. 08/23/16
Louisville
1501 Lexington Rd
OUTFRONT Mobile Network
Louisville
Prime. Engage. Capture.
What advertising opportunities are on the OUTFRONT Mobile Network?
The OUTFRONT Mobile Network is a customized geofencing solution, with location verification enabled. Advertisers place a virtual
radius around OOH assets and key secondary locations, which triggers the delivery of mobile banner ads. While in the geofence,
consumers actively engaged with an app in the OUTFRONT Mobile Network, have the opportunity to be delivered a banner ad.
Upon clicking the banner ad, the consumer is taken to a dynamic landing page, where further actions can take place.
How can the OUTFRONT Mobile Network connect with consumers?
Mobile ads allow advertisers to create an one-to-one engagement with consumers. After being primed by the OOH ad, the
consumer can learn more about the brand or service via their mobile phone. Utilizing the dynamic landing page, advertisers can
communicate specific action items for the consumer. Examples include: interactive directions, click to call, click to website, video.
• Lat/Long Defined Virtual Radius
• Banner Ad (320 x 50), PNG/JPEG/GIF
• Templated Mobile Optimized Landing Page
Branded Header (320 x 200), Directions, Call,
Video (YouTube hosted), Promo, Custom Button
• Deliverable Targets: Impressions, CTR, SAR
• Retargeting option available
Coverage:
National
Why is the OUTFRONT Mobile Network valuable to advertisers?
Studies show OOH as the best primer for mobile engagement, with consumers 48% more likely to click a mobile ad after being
exposed to it on OOH first*. By layering mobile onto any OOH campaign, advertisers gain additional insight on consumer
engagement with their brand, measured by engagement metrics of click through rate (CTR) and secondary action rate (SAR).
Louisville
1501 Lexington Rd
*SOURCE: Ocean Beyond OOH Neuroinsight, 2015
Last Rev. 08/23/16
1501 Lexington Rd / Louisville, KY 40206-1930 / 502.584.1900 / OUTFRONTmedia.com
STAY CONNECTED!
youtube.com/user/OutfrontmediaUSA
facebook.com/OutfrontMediaUSA
outfrontmedia.com/blog/pages/default.aspx
twitter.com/OutfrontMediaUS
linkedin.com/company/outfrontmedia
instagram.com/outfrontmediausa
plus.google.com/+OutfrontmediaUS

Louisville - OUTFRONT Media

Transcription

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