Sarasota-Bradenton

Transcription

Sarasota-Bradenton

Sarasota-Bradenton
6904 Cypress Park Dr / Tampa, FL 33634-4462 / 813.888.5541 / 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!
Sarasota-Bradenton
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
Sarasota-Bradenton
6904 Cypress Park Dr
Tampa, FL 33634-4462
(813) 888-5541 / OUTFRONTmedia.com
National In-Car Study
18 1/2 Hours per week on the road!
3:00
Sarasota-Bradenton
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
Sarasota-Bradenton
Tampa, FL 33634-4462
100%
Out-of-Home Creates Awareness!
Sarasota-Bradenton
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
Sarasota-Bradenton
Tampa, FL 33634-4462
41%
Moving Consumers to Action!
Sarasota-Bradenton
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
Sarasota-Bradenton
Tampa, FL 33634-4462
33%
OOH: A Return On Your Investment
Sarasota-Bradenton
$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
Sarasota-Bradenton
Tampa, FL 33634-4462
With OOH
Increase Your Reach!
Sarasota-Bradenton
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
Sarasota-Bradenton
Tampa, FL 33634-4462
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
•
Sarasota-Bradenton
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
Sarasota-Bradenton
Tampa, FL 33634-4462
Airports
Last Rev. 07/25/16
Top 50 Market Coverage
Market
•
CBSA
Population Age 18 +
Bulletins/
Walls
Sarasota-Bradenton
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
indicates OUTFRONT media available
•
Commuter Rai/
Subway
Buses
Street
Furniture
Lifestyle Centers/
CityLites
•
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Airports
••
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indicates digital media available
Source: Census Data (2016 Update)
Sarasota-Bradenton
Tampa, FL 33634-4462
Wrapped
Media
Last Rev. 07/25/16
Sarasota-Bradenton Overview
Sarasota-Bradenton
Sarasota-Bradenton Florida, also known as the “culture coast,” is a melting pot of artists, executives,
philanthropists, and beach-lovers from all over the world. Though Sarasota-Bradenton is part of the greater
Tampa-St. Petersburg metropolitan area, it has a style that is distinctly all its own, and is separated by the
natural boundary of Tampa Bay. Longboat Key is host to one of the wealthiest zip codes in the country. If
sports are your passion, the area hosts spring training baseball teams, offering endless water sports, fishing
and boating, and has one of the highest saturation of golf courses in the country. OUTFRONT Media can get
your message out to this affluent demographic.

Market Demographics:
Population (18+ Metro):
HHI $100K+:
College Educated (4+ yrs):
White Collar Occupation:
Blue Collar Occupation:
618,194
18.23%
28.83%
61.22%
16.04%
Race & Ethnicity:
White:
77.56%
AA/B:
6.72%
Hispanic:12.24%
Available Products:
Asian: 1.70%
Other: 1.60%
• Digital Bulletins
• Bulletins
• Mobile Geofencing
2 Face
256 Faces
Source: Census Data, North Port-Sarasota, FL, 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):
91.0%
12.7%
10.3%
17.2%
Source: Scarborough Research 2015, North Port/Sarasota/Bradenton CBSA, Release 1-12 month study
Last Rev. 07/25/16
Sarasota-Bradenton
Tampa, FL 33634-4462
Points of Interest
Major Points of Interest:
Sarasota Ballet
Sarasota Opera
Banyan Theater Company
Mote Marine Laboratory
Marie Selby Botanical Gardens
G-Wiz Museum
Sarasota Jungle Gardens
South Florida Museum
Bishop Planetarium
ArtCenter Manatee
Parker Manatee Aquarium
Sarasota-Bradenton
Colleges/Universities:
New College of Florida
Keiser University of Sarasota
FSU/Asolo Conservatory for Actor Training
Ringling College of Art and Design
Eckerd College
Florida State University College of Medicine
East West College of Natural Medicine
Shopping Centers/Nightlife:
Artists’ Market
DeSoto Square
Village of the Arts
Local Events:
Bradenton Blues Festival
ArtSlam
Sarasota Music Festival
Sarasota Orchestra
Sarasota Film Festival
Sarasota Chalk Festival
Top Businesses
Tropicana Products
Champs Sports
Bealls
Boar's Head Provision Company.
Sarasota Memorial Hospital
Doctors Hospital of Sarasota
APAC Customer Services
L-3 Aviation Recorders
The Zenith
Capgemini
Convention Centers/Venues:
Manatee Performing Arts Center
Historic Asolo Theater
Asolo Repertory Theatre
Florida Studio Theatre
Professional Sports Teams:
Bradenton Marauders - Class A-Advanced
Last Rev. 07/25/16
Sarasota-Bradenton
Tampa, FL 33634-4462
Digital Bulletins
Sarasota-Bradenton
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?
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
• 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. 07/25/16
Sarasota-Bradenton
Tampa, FL 33634-4462
Digital Bulletins
Sarasota-Bradenton
Coverage
Last Rev. 07/25/16
Sarasota-Bradenton
Tampa, FL 33634-4462
Static Bulletins
Sarasota-Bradenton
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:
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 Sarasota-Bradenton market that is sure to catch the attention of daily commuters.
Last Rev. 07/25/16
Sarasota-Bradenton
Tampa, FL 33634-4462
Static Bulletins
Sarasota-Bradenton
Coverage
Last Rev. 07/25/16
Sarasota-Bradenton
Tampa, FL 33634-4462
OUTFRONT Mobile Network
Sarasota-Bradenton
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).
Sarasota-Bradenton
Tampa, FL 33634-4462
*SOURCE: Ocean Beyond OOH Neuroinsight, 2015
Last Rev. 07/25/16
6904 Cypress Park Dr / Tampa, FL 33634-4462 / 813.888.5541 / 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

Sarasota-Bradenton

Transcription

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