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Out Of Home advertising comes in many forms but as a media channel it is a highly impactful, somewhat unavoidable form of advertising and enjoys high levels of audience engagement. It reaches people where they live, work and relax.

OOH formats can also be found in a number of other locations, including service stations, supermarkets, shopping malls, pubs & cinemas, airports & petrol forecourts.

When planning OOH we consider many variables. These can include:

We buy DOOH (Digital on a share or voice, share of time or impression buy. Studies carried out have shown that when OOH messages are contextually relevant, ad recall increases by 17% and a the sales effect sees a 16% uplift.

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Bus advertising is a high reaching outdoor advertising format seen by passengers, drivers and pedestrians and can be found in city centre to rural locations. Traditionally accessing areas which are high in footfall, particularly in city centres. Buses go where people go.

Bus advertising is a versatile media with its selection of formats.T this help it to fit into most budgets.

These can be bought on 2 weeks intervals but traditionally run for a 4 week period.

Bus advertising can be bought by depot coverage but not individual routes.

Train & tram advertising is a great way of reaching both a commuter and leisure audience. Advertising in these locations is ‘always on’ and impossible to ignore and with increased dwell time at the train or tram stations, it provides a unique opportunity for deeper engagement within these group. It also enables a national and local audience coverage.

There are a variety of opportunities for advertising in this environment. These include:

Taxi advertising is great at achieving a city centre reach. It works very well alongside Roadside OOH on a mixed media campaign. Route data shows they are seen by people with city centre lifestyles and go to high footfall areas. With some taxis, GPS data can be supplied to show campaign reach.

Media costs for taxi advertising can be quite cost effective. These can be bought by month and the longer the term, the better opportunity to negotiate on rates.

The below are the formats available:

The numbers of these are declining and in London particularly, they are being replaced with newer digital in link sites but the classic kiosks still exist in busy cities & towns UK wide.

They are also prevalent in rural areas so a kiosk campaign can achieve good local reach. The creative element can make them quite impactful and they are a relatively cost effective media.

Lamppost banners allow clients to engage in impactful advertising. These sites are usually located around major event venues and along main arterial routes. They can be used with different creative elements or the same creative, which translates to a huge impact when in the surrounding area. These can be bought on long & short term agreements.

Roundabout sites are usually bought on a minimum 12 month contract and are available throughout the country. Some are available to book through a network others are available through the individual councils for different locations.

Each site usually consists of 3 or 4 signs facing the roads approaching the roundabouts.

Petrol pump nozzles can be accessed across roadside forecourts, supermarket sites and the motorway network. They are an excellent way to target motorists of all kinds, white van men, truck drivers, shoppers and business users.

You can buy a mixed campaign including sites across all forecourts or look specifically at one environment or location. They are a good addition to an out of home plan based on proximity. Petrol nozzle campaigns are bought in 4 weeks increments.

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TV advertising remains one of the most powerful advertising methods when building brand awareness and reputation in a short amou nt of time. Whether it’s a national or local campaign, it’s an effective way to reach a mass audience and still remains the most trusted advertising medium.

The average individual watches 4hr and 42 minutes of video per day and 68% of that remains with broadcaster TV (includes live TV, playback & broadcaster VOD). 83% of video viewing is on live TV with a further 10% split between playback and BVOD. The rest is online with YouTube being the biggest service.

The main players for commercial TV are:

The most common format ad length for TV tends to be 30 seconds.

There are a few ways you can advertise on linear TV: airtime, programme sponsorship/partnerships & product Airtime can be bought by TV regions and audiences. For linear audiences we work to traditional audiences such as gender, age, socio demographics, ABC1 adults and housepersons with children.

TV pricing is dictated by supply and demand so can fluctuate at different times of the year. If demand increases, the price increases. If supply increases, the price comes down. TV remains a very cost effective media.

In 2019 the average cost for a TV advert to reach one adult in the UK was just 6 pence (BARB 2018).

As with all mainstream broadcast media platforms, your ad needs to be cleared by Clearcast before it can be aired. There are 3 stages: script approval; rough cut and final version. Once this has been approved it can
then be aired on any channel.

Video On Demand advertising or BVOD (Broadcaster Video On Demand) advertising is aired through on demand services that are made available by TV broadcasters such as Sky On Demand, ITV Hub, All4 and My5.

Adverts are shown on smart TVs, PCs, Laptops, Tablets and Mobiles.

With regards to VOD planning & buying, it is based on impressions and cost per 000. You can plan based on some of the following criteria:

Currently the main commercial broadcast supplier have the following registered users:

VOD advertising can be extremely targeted so is ideal for local advertisers. With a relatively low cost per thousand, it is very cost effective. In late 2022 ITV are launching a new streaming platform called ITVX which will replace ITVHub, this new streaming platform with live and archive programmes will lead to future development and growth in advertising options.

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There are different audio platforms we use for radio advertising:

RAJAR data is used to determine audiences that are listening to the stations. This information is vital when planning radio campaigns.

Radio as a media platform works very well alongside other media channels to prompt brand association. Research has shown this is because audio only stimulates a different part of the brain to a visual prompt, so when used alongside a visual media such as OOH or TV, it can be very effective.

The advertising opportunities for radio fall into spot plans & sponsorship. Sponsorship can be for a programme or segment (i.e. travel or weather).

Radio planning & buying whether national or regional, will draw on the below key factors:

Frequency the number of times each listener hears the commercial each week, which is termed OTH (opportunities to hear).

2 to 3 OTH lighter weight intensity (Awareness)
4 to 6 OTH medium weight (Promotion)
6 OTH+ heavy weight intensity (Instant CTA)

Music streaming platforms allow advertisers audio, video and display adverts. The key players in the UK digital audio marketplace are:

All the streaming platforms target using first party data such as location, age, gender and music streaming habits. For larger campaigns there is also the opportunity to overlay third party data to create more in depth audience segments. Where available users can directly click through to the advertiser’s website when they are served the advert.

As with the radio platform, you can advertise on podcast platforms in the following ways:

Airtime – 30 second adverts will be inserted into the feed of a range of relevant podcasts either in a pre roll, a mid roll or a post roll position. Podcasts will be grouped together either based on their topics or their core audiences, to create a range of networks which allow us to run a targeting airtime campaign which will reach a certain audience.

Sponsorships – take the form of a pre recorded pre/mid/post roll which is usually voiced by the podcast’s presenters and based on key messag es supplied by the client. The sponsorship audio runs for at least 30 seconds and many podcast presenters engage with the messages. The tone of the podcast is usually carried over into these sponsor rolls.

Typically, radio ads are 30 seconds and a standard ad with a voiceover, royalty free music, sound FX & station licensing can start from £500.

VOD advertising can be extremely targeted so is ideal for local advertisers. With a relatively low cost per thousand, it is very cost effective. In late 2022 ITV are launching a new streaming platform called ITVX which will replace ITVHub, this new streaming platform with live and archive programmes will lead to future development and growth in advertising options.

News brands reach more than 90% of the population each month.

That’s an audience of 50,199,000 per month* Press advertising still demands a place within a media campaign Whilst printed media has declined over the last ten years, the way people consume print media has changed. With the introduction of digital magazines & newspapers, alongside the printed version, it remains a strong media channel. You can gain access to both audiences now.

The most common four display advert sizes are Quarter Page, Half Page, Full Page and a DPS (Double Page Spread). However, there are other formats such as wraps, disruptive pages, as well as prime positioning which is also an important factor when placing an advert.

Alongside the standard spaces for press advertising, advertorials work well and sit within publications looking like existing content. They are produced by the publisher to adapt the look and feel of the magazine or newspaper, so the reader feels like they are reading an editorial iece. This helps the reader with brand trust, as it appears the publication are endorsing the brand.

Most publishers now have digital platforms for their publications and the same opportunities exist online, such as display advertising (Leaderboard & Mid Page Units) and native content (online advertorials) as the digital equivalents.

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83% of door drop items are opened, read or filed (JICMAIL Q2 2018 Q2 2020)

A door drop item puts a brand message straight into the homes of new and existing customers and drives high levels of engagement.

A direct mail advertising piece can reach you in many different ways:

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