FL - Orlando-Daytona-Melbourne

Transcription

ORLANDO
2699 Lee Road / Winter Park, FL 32789 / 407.975.0202 / 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 Arbitration 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!
Orlando
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: Arbitration 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, OOH 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. 04/28/16
Orlando
2699 Lee Road, Suite 230
Winter Park, FL 32789
(407) 975-0202 / OUTFRONTmedia.com
National In-Car Study
18 1/2 Hours per week on the road!
3:00
Orlando
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 minute 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
On a roadside billboard, have you ever learned of...
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.*
From work to...
fast-food restaurant
2:52
2:11
Workers shop on their way home.**
a sit-down
restaurant
Most of
the Time
28%
22%
Sometimes
34%
53%
a drug store
2003
2009
During our 2003 national in-car media survey, Arbitration 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.
58%
a convenience store
a dept. store
0
82%
a grocery store
1:00
Each Time
9%
Almost
Never
16%
44%
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: Arbitration National In-Car Study 2009
Last Rev. 04/28/16
Orlando
100%
Out of Home Creates Awareness!
Orlando
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.
41%
Are more likely to learn
about the brand being
advertised.
Last Rev. 04/28/16
Orlando
Moving Consumers to Action!
Orlando
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
33%
CALLED
a phone number
advertised
Last Rev. 04/28/16
Orlando
OOH: A Return On Your Investment
Orlando
$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. 04/28/16
Orlando
With OOH
Increase Your Reach!
Orlando
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%
+45%
+68%
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.
400
350
294
300
250
180
200
150
100
50
Source: Arbitration OOH Industry Report, 2013
61
350
311
Television
174
98
Search
61
98
63
Facebook
95
Newspaper/Magazine
Out-of-Home
Twitter
Last Rev. 04/28/16
Orlando
Radio
154
Top 50 Market Coverage
Market
CBSA
Population Age 18 +
Bulletins/
Walls
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 /
South Jersey
4,727,310
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
“X” indicates media available
Orlando
Posters/
Jr. Posters
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Commuter Rail/
Subway
Buses
••
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Street
Furniture
Wrapped
Media
Lifestyle Centers/
City Lights
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"D” indicates digital media available
Last Rev. 04/28/16
Orlando
•
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Airports
Top 50 Market Coverage
Market
CBSA
Population Age 18 +
Bulletins/
Walls
Orlando
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
••
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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
“X” indicates media available
Commuter Rai/
Subway
Buses
Street
Furniture
Lifestyle Centers/City
Lights
•
•
Airports
••
•
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•
"D” indicates digital media available
Last Rev. 04/28/16
Orlando
Wrapped
Media
Orlando Market Overview
Orlando
The Orlando DMA includes the metro area of Central Florida which is made up of principal cities Orlando, Kissimmee
and Sanford. The Orlando DMA also extends to the east coast of Florida, including Daytona Beach and Melbourne.
Orlando, “The City Beautiful,” was recently named the most visited city in the nation. Metro Orlando serves as a hub
for corporate division, association and U.S. operations headquarters for companies such as Darden Restaurants,
Tupperware Brands Corp., American Automobile Association (AAA), AirTran, Electronic Arts’ EA Tiburon, and Siemens
Energy Inc.
Metro Orlando is home to the University of Central Florida, one of the largest universities in the nation. As one of
the leading tourist destinations in the world, with over 52 million annual visitors, Orlando is also home to major
attractions such as Universal Studios, Walt Disney World, Sea World and Legoland. Central Florida’s sunny climate
makes it a popular location for a large number of conventions and conferences. Outfront Media’s billboards dominate
the major interstates of Central Florida and impact its residents and visitors on a daily basis. .
Market Demographics:
Population:
HHI $100K+:
College Educated (4+ yrs):
White Collar Occupation:
Blue Collar Occupation:
3,950,849
15.34%
27.49%
61.61%
16.67%
Race & Ethnicity:
White:
50.81%
AA/B:
13.27%
Hispanic:21.20%
Available Products:
Asian: Other:
3.14%
2.32%
• Digital Bulletins
• Digital Posters
• Bulletins
25 Faces
4 Faces
1550 Faces
Source: Census Data (2015 Update) Copyright 2015, The Nielsen Company
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):
90.6%
33.0%
16.1%
14.9%
Source: Scarborough Research 2015 Rel. 2 (12-Month Study)
Last Rev. 04/28/16
Orlando
Points of Interest
Orlando
Major Headquarters:
Major Points of Interest:
Tupperware
jetBlue Airways
Electronic Arts
AirTran
Fairwinds Credit Union
Hard Rock Cafe
NASA
CNL Financial Group
Lockheed Martin
Darden Restaurant Group
Marriott Vacation Club International
Mitsubishi Power Systems Americas
Downtown Orlando
Magic Kingdom
Animal Kingdom
Epcot
Disney Hollywood Studios
Disney Springs
Circ De Soleil
House of Blues
Universal Studios & Islands of Adventure
Universal Orlando City Walk
Lake Nona Medical Research Park
Daytona International Speedway
Lakeridge Winery and Vineyards
Sanford Burnham Medical Research Institute
Wet N’ Wild
Dr. Phillips Center for the Performing Arts
Kenndedy Space Center
SeaWorld
Discovery Cove
Aquatica
Harry P. Leu Gardens
Bok Tower Gardens
Lake Eola Park
Loch Haven Park
Orlando Museum of Art
Orlando Science Center
The Holyland Experience
Central Florida Ballet
Orlando Ballet
Colleges/Universities:
University of Central Florida
Rollins College
Full Sail University
Seminole State College
Valencia Community College
DeVry University
Embry-Riddle Aeronautical University
Webster University
Florida Institute of Technology
Shopping Centers/Nightlife:
Local Events:
Capital One Bowl
Winter Park Art Festival
Central Florida Fair
Florida Film Festival
Fringe Festival
Bay Hill Invitational
Professional Sports Teams: Semi Pro Sports Teams:
Orlando Magic - NBA
Orlando City Soccer Club - MLS
Orlando Predators - Arena Football
Orlando Solar Bears - ECHL
Orlando Pride - NWSL
Mall at Millenia
Park Avenue
Winter Park Village
The Florida Mall
Waterford Lakes Town Center
Orlando Premium Outlets
Lake Buena Vista Factory Outlet
Pointe Orlando
Downtown Disney
Fashion Square Mall
Altamonte Mall
West Oaks Mall
Universal City Walk
Pleasure Island
Convention Centers:
Orange County Convention Center
Last Rev. 04/28/16
Orlando
Digital Bulletins
Orlando
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.
How can the digital bulletins connect with consumers?
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.
Product Information:
• LED Display Size:
14’H x 48’W
10’6"H x 36’W
• Spot Length:
:08 seconds
Coverage:
See next page for complete 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. 04/28/16
Orlando
Digital Bulletins
Orlando
Coverage
Copyright 2016, The Nielsen Company | Prepared by OUTFRONT Media (As of 02/01/2016)
Last Rev. 04/28/16
Orlando
Digital Posters
Orlando
Influential. Progressive. Flexible.
What advertising opportunities are on digital posters?
Our wide array of inventory allows you to hand-select specific locations to penetrate specific markets to reach target demographic
groups. The digital format also gives you the opportunity to hyper-localize campaigns across a national landscape.
How can the digital posters connect with consumers?
Give your campaign ultimate creative flexibility utilizing the vivid high-resolution display and keep the audience posted with to the
minute updates, countdowns, and messaging that keeps everyone engaged.
• LED Display Size:
10'2"”H x 22”W
• Spot Length:
:08 seconds
Coverage:
Why are digital bulletins valuable to advertisers?
Strategic placement of illuminated LED posters in high traffic areas ensures the greatest reach for your message. With a constant
flow of potential consumers exposed to your ad, your investment sees a low CPM that is as mind-blowing as the stunning display.
Last Rev. 04/28/16
Orlando
Digital Posters
Orlando
Coverage
Copyright 2015, The Nielsen Company | Prepared by OUTFRONT Media
Last Rev. 04/28/16
Orlando
Static Bulletins
Orlando
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
• 10’6"H x 36’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 Orlando market that is sure to catch the attention of daily commuters.
Last Rev. 04/28/16
Orlando
Static Bulletins
Orlando
Coverage
Last Rev. 04/28/16
Orlando
OUTFRONT Mobile Network
Orlando
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).
Orlando
• 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. 04/28/16
2699 Lee Road, Suite 230 / Winter Park, FL 32789 / 407.975.0202 / outfrontmedia.com
STAY CONNECTED!
youtube.com/user/outfrontmedia
facebook.com/outfrontmedia
pinterest.com/outfrontmedia
twitter.com/outfrontmedia
linkedin.com/company/outfrontmedia
instagram.com/outfrontmedia
outfrontmedia.com/plus.google.com

FL - Orlando-Daytona-Melbourne

Transcription

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