Television vs.

Out-of-Home
June, 2011

Television vs. Out-of-Home

Television sets itself apart from other media with its
ability to offer sight, sound, and motion to generate
emotional responses from the viewer.
The qualities of television allow advertisers to create a
long lasting and memorable brand image.
Television has unbeatable scale and reach that
reaches audiences quickly and effectively.

Television vs. Out-of-Home

The effectiveness of out-of-home advertising is
derived from the frequency of the specific ads being
seen.
Since most OOH ads stay in the exact same place for
their campaign duration, only people who walk/drive
by numerous times will notice the advertising.
OOH can have more marketing impact when viewers
dont have their filters up and see messages out of
context.
For example, seeing Simon Cowells grinning face for The X
Factor on a grocery shopping cart may make a potential
viewer sit up and take notice.
Source: http://www.marketingscoop.com/outdoor-advertising-advantage.htm

Television vs. Out-of-Home

Outdoor advertising is a glance medium. At best, it
only draws 2-3 seconds of a consumers time.
Messages must be brief to fit in that 2-3 second time
frame. Ninety-five percent of the time, either the
message or the audience is in motion.
TV reaches viewers when they are most receptive to
advertising.

Source: http://www.marketingscoop.com/outdoor-advertising-advantage.htm

Television vs. Out-of-Home

Person-to-person communication is achieved through
the combination of both the spoken word and
unspoken elements such as body language and
gestures.
Television has both visual and sound capabilities which
allowing it to come closer than any other medium to
offer ideal communication.
Televisions ability to touch peoples senses
simultaneously creates a synergistic effect that cannot
be duplicated by only stimulating an individual sense.

Television vs. Out-of-Home

The nature of the way you have to buy outdoor
advertising (usually monthly commitment) is not
conducive to a very short campaign.
Out-of-home advertising is highly dependent on the
location of the advertisement.
In order for an advertisement to be effective it must
be placed in a high traffic area. This is usually very
expensive and also has to compete with several other
advertisements in the same area.

Source: http://www.marketingscoop.com/outdoor-advertising-advantage.htm

Television vs. Out-of-Home

A study to track the awareness of OOH ads was
conducted by tracking a billboard for a Clark candy
bar ad:
Awareness was measured just prior to the boards going up,
one month into the campaign, two months into the campaign,
and one month after the boards came down.
Awareness increased in the first month of the campaign and
began to decline significantly during the second month of
advertising while the boards were still up.
The decline slowed but still continued one month after the
boards came down.

Source: Journal of Advertising Research- December 1989/January 1990

Television vs. Out-of-Home

Consumers Surveys

TVB participates in omnibus telephone surveys

conducted by BBM Analytics to gauge consumers
attitudes towards advertising in all major media and to
gain insight into their behaviour with media
Surveys include:

Perception of Advertising Effectiveness

Receptivity to Advertising
Screen Preference
Media Synergy
PVR Impact

Television vs. Out-of-Home

Advertising Effectiveness
Which ONE media source carries advertising that you believe to be the most
Influential?
A25-54

63.7

6.0

Television
Source: BBM Analytics May 2010

Radio

13.7

9.3
3.2
Newspaper

Magazines

1.2
Internet

Out of home

Television vs. Out-of-Home

Advertising Effectiveness
Which ONE media source carries advertising that you believe to be the most
Persuasive?

64.1

7.9

Television
Source: BBM Analytics May 2010

Radio

9.9

Newspaper

5.5
Magazines

7.1

Internet

2.1
Out of home

Television vs. Out-of-Home

Advertising Effectiveness
Which ONE media source carries advertising that you believe to be the most Powerful?

66.9

A25-54

6.5

Television
Source: BBM Analytics May 2010

Radio

8.1

Newspaper

11.2
3.7
Magazines

1.0
Internet

Out of home

Television vs. Out-of-Home

Advertising Receptivity
In which medium are you most likely to Notice advertising?
A25-54

55.9

11.7

Television
Source: BBM Analytics June 2010

Radio

16.0
7.6

Newspaper

3.2
Magazines

1.4
Internet

Out of home

Television vs. Out-of-Home

Advertising Receptivity
When are you most Receptive to advertising messages?
A25-54

42.7

13.2

11.9
7.1

7.1

10.2

Watching Television
Listening to the Reading
Radio a Newspaper
Reading a Magazines
On the Internet Out of home
Source: BBM Analytics June 2010

Television vs. Out-of-Home

Advertising Receptivity
When do you pay the most Attention to advertising messages?
A25-54

42.3

12.7

14.9
6.3

7.3

9.4

Watching Television
Listening to the Reading
Radio a Newspaper
Reading a Magazines
On the Internet Out of home
Source: BBM Analytics June 2010

Television vs. Out-of-Home

Advertising Receptivity
Thinking about your Favourite advertisement, where did you see it?
A25-54

68.2

3.7
Television
Source: BBM Analytics June 2010

Radio

4.7
Newspaper

2.7
Magazines

7.1

Internet

3.7
Out of home

Television vs. Out-of-Home

Advertising Receptivity
Have you ever seen an ad that has made you Laugh or Cry? Where?
A25-54

83.6

88.2

10.9
Yes

2.5
Television
Source: BBM Analytics June 2010

Radio

No

7.8
0.3
Newspaper

1.3

0.8
Magazines

Internet

Out of home

Television vs. Out-of-Home

Television commercials account for 10.3% of all word
of mouth conversations in regards to brands. OOH ads
are accounted for in a range of 1.7% (billboard) to
5.5% (in-store display) depending on the type of OOH
medium being used.
Television is the leader in ad expenditure volume, as
well as the leader in driving word of mouth volume.
TV has the ability to spark a conversation, and
advertisers wanting to start lots of conversations
quickly have to consider television.

Source: ADMAP November 2010

Television vs. Out-of-Home

Attitudes of adults towards product placement in TV
shows

24% agree to the statement After I watch my

favourite TV show, I can remember brand name
products the characters were using during the show.
22% agree to the statement To see a character
interact with brand name products I use makes the
show more real to me.
41% agree to the statement When I watch TV, I often
notice brand name products used as part of the set.

Source: TV Dimensions 2010

Television vs. Out-of-Home

Limited scope for message (e.g. no space for detailed
text, phone number, location map)
Poor weather can affect the visibility of the
advertisement, and limit the number of people even
noticing the advertisement.
Outdoor advertising can be vandalized or fall into
disrepair and reflect poorly on your brand or
campaign.
Different municipalities have different bylaws/regulations in place to control outdoor signage
and advertisements.
Source: http://www.adglitz.com/2010/11/08/billboardoutdoor-advertising-disadvantages/

Television vs. Out-of-Home

TV ads stay up-to-date whereas OOH can be lagging
with ads becoming out of date and obsolete quickly.
TV can be put on the air in a relatively short period of
time.
It's hard to reach a specific audience. It is difficult to
target anything more than a small segment of a
neighbourhood.
OOH advertising works well with a TV marketing
campaign as an OOH ad can act as a reminder to what
ads consumers saw on TV.

Source: Marketing Tenth Edition, McGraw-Hill Ryerson 2004

Television vs. Out-of-Home

Although the cost of reaching an individual person is
low, it does not match TVs ability to compete on a
national scale.
A national campaign using OOH ads would be highly
expensive and would not be cost effective.
There is considerable public criticism in regards to the
landscape defacing aspect that OOH advertising
creates.
Billboards have to be maintained by the companies
that erect them in order for the ads to appeal to
consumers. This cost is usually passed on to the
advertiser.

Source: Marketing Tenth Edition, McGraw-Hill Ryerson 2004

Television vs. Out-of-Home

In Summary:
Television is far more effective than OOH in conveying an
advertisers message as TV impacts the consumers several
different senses simultaneously.
As outlined in various studies, people identify TV as the
medium they find to be most effective, engaging, and
persuasive.
Television has unbeatable reach and the ability to target mass
audiences for ad campaigns.
TV brings ads to the consumer whereas for OOH the consumer
must find the ad.