Denver - OUTFRONT Media

Transcription

Denver
4647 Leyden St / Denver, CO 80216-3331 / 303.333.5400 / OUTFRONTmedia.com
OUTFRONT media has a dominating presence in the Denver market. We are the largest bulletin provider, as well as
the exclusive poster vendor in this market.
Here at OUTFRONT media 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 social and mobile integration, to
improved business practices.
We are OUTFRONT Media. Always innovating. Always connecting. Always on. Always the right choice. Always.
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!
Denver
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. 07/25/16
Denver
4647 Leyden St
Denver, CO 80216-3331
(303) 333-5400/ OUTFRONTmedia.com
Copyright © 2016 OUTFRONT Media Inc. All rights reserved.
National In-Car Study
18 1/2 Hours per week on the road!
3:00
Denver
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. 07/25/16
Denver
4647 Leyden St
Denver, CO 80216-3331
100%
Out-of-Home Creates Awareness!
Denver
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. 07/25/16
Denver
4647 Leyden St
Denver, CO 80216-3331
41%
Moving Consumers to Action!
Denver
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. 07/25/16
Denver
4647 Leyden St
Denver, CO 80216-3331
33%
OOH: A Return On Your Investment
Denver
$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. 07/25/16
Denver
4647 Leyden St
Denver, CO 80216-3331
With OOH
Increase Your Reach!
Denver
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. 07/25/16
Denver
4647 Leyden St
Denver, CO 80216-3331
Radio
154
Denver
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
•
indicates digital media available
Posters/
Jr. Posters
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•
Commuter Rail/
Subway
Buses
••
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•
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Street
Furniture
Wrapped
Media
Lifestyle Centers/
CityLites
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Source: Census Data (2016 Update)
Denver
4647 Leyden St
Denver, CO 80216-3331
•
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Airports
Last Rev. 07/25/16
Denver
Market
•
CBSA
Population Age 18 +
Bulletins/
Walls
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
••
•
San Jose-Sunnyvale, CA
1,525,784
••
•
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
••
•
New Orleans-Metairie, LA
984,141
••
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Hartford-West Hartford, CT
962,897
••
••
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
••
•
•
•
•
•
•
•
indicates digital media available
Source: Census Data (2016 Update)
Denver
4647 Leyden St
Denver, CO 80216-3331
Wrapped
Media
Last Rev. 07/25/16
Denver Overview
Denver
OUTFRONT Media's highly visible Denver outdoor advertising solutions enable advertisers to reach their
audience by dominating major retail, business, and recreational centers.
Build your brand into a household name along Denver’s major and secondary roadways when you choose an
attention-grabbing Denver billboard from OUTFRONT Media.
Market Demographics:
Population (18+ Metro):
HHI $100K+:
College Educated (4+ yrs):
White Collar Occupation:
Blue Collar Occupation:
2,157,155
25.22%
42.28%
66.67%
17.4%
Race & Ethnicity:
White:
64.36%
AA/B:
5.43%
Hispanic:23.56%
Asian: 3.78%
Other: 2.41%
Source: Census Data, Denver, CO, 2015 update
Available Products:
Market In Motion:
Drove alone to any place (wk):
Traveled 200+ miles (wk):
Spent 30+ minutes traveling to work one way:
Walked 3+ miles town/city (wk):
90.3%
24.5%
16.2%
25.7%
Source: Scarborough Research 2014, Denver CO CBSA, Release 1-12 month study
242 Units
• Bulletins
• Digital Billboards
2 Units
• Posters
480 Units
• Bus Shelters
217 Units
• Bus Benches
772 Units
• Walls5 Units
Outfront Mobile Network
• Mobile Geofencing
Last Rev. 07/25/16
Denver
4647 Leyden St
Denver, CO 80216-3331
Points of Interest
Major Points of Interest:
Black American Western Museum
Brown Place
Civic Center Park
Colorado History Museum
Denver Art Museum
Denver Museum of Nature & Science
Performing Arts Complex
The Butterfly Pavilion
Wildlife Experience
Local Events:
Denver
Denver Zoo
Denver Aquarium
Washington Park
City Park
16th Street Mall
Botanic Gardens
Colfax Marathon
Boulder Boulder
National Western Stock Show
Colorado Indian Market and Southwest Showcase
Winter Carnival
Monte Vista Crane Festival
Denver St. Patrick's Day Parade
Denver March Pow Wow
Cinco de Mayo Festival
Santa Fe Trail Festival
Cowboy's Roundup Days and 4th of July Celebration
Greeley Independence Stampede
Cherry Creek Arts Festival
Colorado Dragon Boat Festival
Crested Butte Festival of the Arts
Pikes Peak Marathon
Colorado Springs Balloon Classic
Colorado State Fair
Longs Peak Scottish Irish Highland Festival and Parade
Denver Oktoberfest
Colorado Mountain Winefest
Colleges/Universities:
Colorado State University
Denver University
University of Colorado at Boulder
University of Colorado at Denver
University of Northern Colorado
Shopping Centers/Nightlife:
City Lights Pavillion
Downtown
Fiddlers Green
Filmore Auditorium
Larimer Square
LoDo
Pepsi Arena
Red Rocks Amphitheater
Convention/Event Centers:
Colorado Convention Center
Professional Sports Teams:
Colorado Avalanche
Colorado Mammoth
Colorado Rapids
Colorado Rockies
Denver Broncos
Denver Nuggets
Denver Outlaws
Top Employers:
HealthONE Corporation
SCL Health System
Centura Health
Lockheed Martin Corporation
CenturyLink
Kaiser Permanente
Denver Health
Comcast Corporation
Last Rev. 07/25/16
Denver
4647 Leyden St
Denver, CO 80216-3331
OUTFRONT Mobile Network
Denver
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.
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).
Denver
4647 Leyden St
Denver, CO 80216-3331
o yr
O
RO T Media Inc.
c. All rights
i h reserved.
es v
Copyright
© 2016 OUTFRONT
Product Information:
• 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
*SOURCE: Ocean Beyond OOH Neuroinsight, 2015
Last Rev. 05/05/16
Static Bulletins
Denver
Exposure. Presence. Impressions.
What advertising opportunities are on static bulletins?
Brands are built on our roadways with buzz-worthy 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:
See next page for complete 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
Denver market that is sure to catch the attention of daily commuters.
Last Rev. 07/25/16
Denver
4647 Leyden St
Denver, CO 80216-3331
Static Bulletins
Denver
Coverage
Copyright © 2016 OUTFRONT Media Inc. All rights reserved
Last Rev. 07/25/16
Denver
4647 Leyden St
Denver, CO 80216-3331
Posters
Denver
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 retail 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. 07/25/16
Denver
4647 Leyden St
Denver, CO 80216-3331
Posters
Denver
Coverage
Last Rev. 07/25/16
Denver
4647 Leyden St
Denver, CO 80216-3331
Digital Bulletins
Denver
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 8-spot loop. With messages that
are easily changed, advertisers can day-part segments of their campaign making messages not only relevant but timely.
• LED Display Size:
14’H x 48 W
How can the digital bulletins connect with consumers?
• Spot Length:
:08 seconds
Utilizing Twitter, Facebook, and other social media sites to connect with your customers by announcing news, events, contests,
giveaways. Keep consumers updated in real time on Digital Billboards.
Coverage:
Why are digital bulletins valuable to advertisers?
Advertising with one of our digital billboards is a great opportunity to stand out from the crowd. Production costs are no longer an
issue. Digital billboards allows the advertiser to change copy within minutes without any printing or installation costs.
Last Rev. 07/25/16
Denver
4647 Leyden St
Denver, CO 80216-3331
Tall Walls
Denver
Influential. Progressive. Flexible.
What are tall walls?
Tower above the competition and make your advertising campaign a city landmark! Affixed to buildings in heavily trafficked areas
and visible from a great distance, tall walls provide maximum impact for creative messages.
How can tall walls connect with consumers?
• Sizes vary by location
Coverage:
Wallscapes are one of the greatest ways to impact the increasingly mobile population and to communicate your message to the
masses. Achieve ultimate exposure for your brand with rapid frequency and reach.
Why are tall walls valuable to advertisers?
Key exposure at integral choke points and in major downtown districts keeps your message top of mind. Walls are perfect for
penetrating Los Angeles and vary in size, providing endless creative options.
Last Rev. 07/25/16
Denver
4647 Leyden St
Denver, CO 80216-3331
Bus Shelters
Denver
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
• Wrapped 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. 07/25/16
Denver
4647 Leyden St
Denver, CO 80216-3331
Denver All-Out Shelter
Denver
Powerful. Immersive. Coverage.
What are All-Out Shelters?
All-Out shelters ensure maximum exposure by wrapping the advertiser's message along the shelter's two posters and back
screen.
How can All-Out shelters connect with consumers?
All-Out shelter packages are available within the cities of Denver and Aurora, allowing advertisers to reach commuters as they
travel throughout the market by car, public transit and foot.
• 2 Transit shelter posters each 69” H x 47” W
• 1 Back sceen poster 36" H x 72" W
Coverage:
Denver Metro Area
Why are All-Out shelters valuable to advertisers?
All-Out shelters allow advertisers to amplify their message within the transit medium by creating an immersive environment.
Shelters deliver their message in areas where other out of home media are often unavailable.
Last Rev. 07/25/16
Denver
4647 Leyden St
Denver, CO 80216-3331
Bus Shelter
Denver
Coverage
Last Rev. 07/25/16
Denver
4647 Leyden St
Denver, CO 80216-3331
Bus Benches
Denver
What advertising opportunities are on bus benches?
Bus benches are a great option that reach a mobile audience similar to that of bus shelters. Often described as “Urban Market
Penetrators,” bus bench panels saturate diverse communities with strong visual impact.
How can bus benches connect with consumers?
• 22”H x 80”W
Coverage:
Bus benches are located on primary arterials throughout the Phoenix Area. Bus benches are most prevalent in downtown sectors
of the city and some rural neighborhoods allowing advertisers to connect with suburban residents.
Why are bus benches valuable to advertisers?
Offering a wide canvas, bus benches can deliver street level impact as well as many creative opportunities to include a mobile
component to your ad campaign that is sure to engage and entertain those waiting for the next bus to arrive.
Last Rev. 07/25/16
Denver
4647 Leyden St
Denver, CO 80216-3331
Bus Benches
Denver
Coverage
Last Rev. 07/25/16
Denver
4647 Leyden St
Denver, CO 80216-3331
4647 Leyden St / Denver, CO 80216-3331 / 303.333.5400 / OUTFRONTmedia.com
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