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Goodwill PRSRT. STD. U.S. POSTAGE PA I D ABR 22191 Communications PSA Distribution/Packaging/Evaluation Helping You Achieve Your Critical Mission via Social Awareness Northern Va. Office 8322 Thwaite Howe Dr. Lorton, VA 22079 703.646.5962 (Voice) 703.646.5995 (Fax) e n d GOOD WORK FOR GOOD CLIENTS Outdoor Advertising...Reaching People Where They Live, Work and Play. Consisting of 12-minute news segments, it is delivered daily to nearly five million teens in approximately 7,000 middle and high schools across the country. Sports Stadiums For a PSA campaign on USDA’s Food Safety & Inspection Service, we placed PSAs on Jumbotrons within sports stadiums, because the goal of this sports themed campaign was to reach young adults. While the audiences at these venues are not huge, it is the right audience, and it demonstrates the range of our PSA placements when we have to accomplish a specific objective. Outdoor Billboards Goodwill Communications has placed outdoor billboards for a variety of non-profits and U.S. government agencies. These include: the American Beverage Institute, the Internal Revenue Service, the U.S. Navy, the U.S. Marine Corps, the Consumer Product Safety Commission, and the Social Security Administration. By far the most challenging outdoor billboard placement assignment was for the Social Security Administration, which designed a variety of different creative messages with the same goal: get people to sign up for SSA benefits online. In the past, SSA had relied on their network of 108 local public affairs specialists (PASs) in various markets around the country to place outdoor billboards. However, they were not able to get photos of the local placements, which the national office needed as proof of performance. Further, and, perhaps more importantly, the local PASs were not able to provide any evaluation data on where the billboards were placed and the value of that exposure. Adding more pressure to the assignment, which we received in mid2013, the placement of boards had to be completed by the end of the government’s fiscal year – September 30th – giving us two months to reach the client’s goal. Largely through the endorsement of the Outdoor Advertising Association of America, OOHforGood, and our own outdoor placement director, Jay Schorr, we were able to complete the assignment on schedule. This graphic shows the topline results, with still more values to be reported. Future of the Industry When it comes to outdoor advertising, there is no way to put the genie back in the bottle. The fact of the matter is, we are going to see more, not less attempts to reach us everywhere we are, or want to be. You can see ad posters in restroom stalls, placed by a firm called the Indoor Billboard Advertising Association www. indooradvertising.org. In fact, we have used them to reach people truly in a captive situation. If you go to National Airport in Washington, DC and get on the Metro, you will see ad posters wrapped around the cement columns that support the roof over Metro stops. You will see ads on the floors of Metro stations; inside and outside the cars. Some buildings have been turned into ads; if you go through security at airports, there are ads on the bottom of the plastic tubs which are fed through security. Aboard the plane, you will Sign on Metro floor, Washington, DC see ads on the backs and the fronts of the pull-down trays, while your in-flight video pitches you ads non-stop. While we hate crass commercialism Column wrapper, Washington, DC Metro Advertising between the up and down escalators as much as the next person, if we can get our client messages into these venues for free, no matter where they may be, we have done our job, and when that happens, everyone wins. Resources: To view Powerpoint presentations on our outdoor placements by media type, go to: http://www.slideshare.net/dakotabill/newsfeed. For additional resources on the outdoor advertising industry, go to: http://www.psaresearch.com/medoutdoor.html For a more comprehensive article on outdoor advertising, go to: http://www.goodwillcommunications.com/gc_support_client_cornerframeset.asp?page=gc_support_client_corner-outdoor.asp ___________________________________________________ Good News Year End newsletter 12-12.indd 1-2 GoodNews y e a r Bill Goodwill is CEO of Goodwill Communications, a Virginia-based company that specializes in PSA distribution and evaluation. A year-end wrap up of campaigns distributed by Goodwill Communications BRIEF HISTORY OF OUTDOOR ADVERTISING Outdoor advertising can trace its lineage back to the earliest civilizations. Key milestones include: • Thousands of years ago, the Egyptians employed tall stone obelisks to publicize laws and treaties. • In World War I, James Montgomery Flag created the “Uncle Sam Needs You” poster, one of the most famous outdoor posters of all time. • During World War II, Rosie the Riveter asserted, “We Can Do It,” becoming America’s wartime icon for women willing to roll up their sleeves and work in factories as a part of the war effort. • During the Great Depression a variety of public service posters were used to promote economic stimulation. REACHING PEOPLE WHERE THEY LIVEBy WORK & PLAY Bill Goodwill A Resurgence in One of the Oldest Media Presents New Opportunities It was written off as a dead industry, particularly with the demise of tobacco advertising. It has been called a blight on the American landscape. Outdoor billboards earned the nickname “pollution on a stick.” But things have changed with this medium, so we’re not talking about your father’s outdoor advertising. Today, the outdoor industry includes not just the small 8-sheet poster along your local rural road. It also includes mammoth signs that tower above the tens of thousands of people who pass through Times Square each day. It includes rolling advertisements on the sides of trucks and buses. It includes posters at speedways, sports stadiums, restaurants, shopping malls, airports, trains and transit stops. Just about any place where people congregate, you are sure to see outdoor posters. Like them or not, outdoor advertising is here to stay, and the industry has never looked brighter. According to the Outdoor Advertising Association of America (OAAA), overall spending on outdoor advertising grew to $6.7 billion in 2012, the fastest growing local ad medium, with a 22% growth in the last decade. Moreover, outdoor ads are the place to see some of the most creative work in advertising, perhaps due to the fact that you have only a few seconds to capture the viewer’s attention. In a few words, outdoor is in. OOH Benefits Out of home advertising provides several unique benefits which make it a great medium for public service ad messages. First, outdoor is typically available even in towns that are too small to have a radio station or a local newspaper. Second, outdoor posters can provide exposure down to the neighborhood level. This may be useful if your campaign is concentrating on inner city residents, or high school students. Third, when used in conjunction with other forms of outdoor, they can provide the communications effectiveness of a local network. Fourth, public service messages on outdoor billboards are often available, because outdoor companies don’t want to have an ugly blank sign staring at passers-by. • Due to the early use of public service messages, the practice of volunteering free media time and space had become institutionalized and the War Advertising Council was renamed the Advertising Council. Today, outdoor advertising messages can be seen everywhere we live, work and play, a testament to the power of this medium to encourage people to respond. 12/17/13 6:31 PM To demonstrate what patient determination and advanced orthopaedic surgery can do to help people lead fulfilling and productive lives, August/ Lang & Husak of Bethesda, MD, produced five different out-ofhome posters showing how An AAOS poster at Atlanta Hartsfield airport people rebounded from serious injuries. They were distributed to airports, shopping malls and transit companies Finally it is an “in your face medium,” meaning a lot of times you simply can’t miss the messages, especially if they are all over a particular venue. Unlike the more transient nature of broadcast messages, if people see something that touches them, they have the time to write down websites and phone numbers. Try doing that in a car while you are speeding down the highway listening to a radio program. The total number of OOH opportunities is unknown, however, the graphic to the right shows the number of outdoor poster opportunities reported by the OAAA through the current year. A Mobile Society Contemporary social trends favor outdoor posters, because Americans are spending fewer hours at home, where TV, cable, magazines, newspapers, books, and the Internet all clamor for attention. “This past year we placed outdoor PSA posters in just about every conceivable venue,” says Jay Schorr, director of out-of-home media, for Goodwill Communications. “These include street furniture, interior and exterior cards in buses and trains, shopping centers, airports, and restaurants. In terms of outdoor billboards, for one client we placed over 2,700 posters at locations around the country in less than two months, valued at $2.7 million and generating 602 million gross impressions.” OOHforGood: The Game Changer People are spending more time than ever in their cars, with daily vehicle trips up 110% since 1970, and the number of cars on the road has increased by 147%. With jet travel replacing trains and bus transportation, many airports have as much annual passenger traffic as a major national broadcast network. Atlanta’s Hartsfield airport, for example, has 90 million passengers annually, and the top 10 U.S. airports have half a billion passengers. Similarly, shopping malls have become cities within cities, and the largest of them – Mall of America – has 40 million visitors annually. Outdoor Public Service Campaigns “The out of home advertising industry regularly provides free advertising space for charitable causes, a practice dating back to the turn of the century,” observes Nicole Hayes, director of communications for the OAAA. “The industry donates more than $400 million worth of space to various public service causes annually,” she said. One of the most popular is an ongoing series of outdoor messages about positive values and helping fellow man, sponsored by the Foundation for a Better Life. Good News Year End newsletter 12-12.indd 3-4 The key to our OOH placement success is largely due to a new way of distributing and promoting outdoor posters through a website called OOH4Good. In 2013, we began working with OOHforGood, which has a webbased platform for posting OOH creative materials. The site was created to provide a simple means for the billboard industry to review available PSA materials when they need them, opposed to having to search far and wide for non-profit partners with active campaigns. The outdoor companies have the flexibility to request the size, quantity and designs that best match their current needs and issues that most effect their communities. “Unlike the old model which required non-profit PSA campaigns to produce large quantities of very specific sizes and materials before they had orders for them, OOHforGOOD is backed by the largest OOH printer in the country which can produce the exact materials being requested by their customers,” said Leith El-Hassan, who created OOHforGOOD. “Companies can easily visit a website to fill their shopping carts with the campaign materials that will soon be posted in their communities.” Overview of Client Campaigns American Academy of Orthopaedic Surgeons (AAOS) We have worked with the AAOS for 12 years, distributing PSAs in all media. In 2013, we greatly expanded our OOH efforts on their behalf. RESULTS # of Venue Posters Airports (12) 68 Shopping Malls (61) 200 Transit 80 Totals 348 Value $501,850 $222,195 $91,477 $815,522 *Reach (audience) x frequency calculated for 1 month of exposure Impressions* 76 million 279 million 18 million 373 million Consumer Product Safety Commission Each year the CPSC distributes a national PSA campaign to address the issue of Swimming Pool Safety. In our first year of working with the CPSC, our mandate was to place as many OOH posters as our budget permitted in four “sunshine states” of California, Arizona, Texas and Florida. Another goal was to engage the Washington (DC) Metropolitan Area Transit Authority (WMATA) in the campaign, in an attempt to place posters on both buses and metro trains in the nation’s capital. RESULTS Venue Billboards WMATA Transit Totals # of Posters 470 325 152 947 Value $547,182 $ 27,706 $113,760 $688,648 *Reach (audience) x frequency calculated for 1 month of exposure Impressions* 166 million 10 million 40 million 217 million Substance Abuse & Mental Health Service Administration In 2013, we launched a campaign on underage drinking for SAMHSA, which was aimed at parents as the primary audience. Secondary audiences included legislators who approve SAMHSA’s budget; the education and treatment community; and SAMHSA staff. These factors, coupled with a very limited budget, dictated that we focus our OOH placement efforts on the Greater Washington DC Metro area. RESULTS Venue Airports Shopping Malls Transit Totals # of Posters 25 34 277 336 Value $334,875 $ 40,800 $149,775 $525,450 *Reach (audience) x frequency calculated for 1 month of exposure Impressions* 15 million 24 million 21 million 59 million Other Place-Based Venues Supermarkets Increasingly, we are seeing TV monitors everywhere people congregate. By far the retail TV network with the largest audience is Walmart’s Checkout Channel. This channel is in 545 big box stores reaching 93 million shoppers monthly. We placed TV PSAs on the Checkout Channel for Volunteers of America, American Academy of Orthopaedic Surgeons, and the Entertainment Industries Council. Airports CNN Airport is a satellite television network owned by Turner Broadcasting System, a division of Time Warner. The service broadcasts general news, weather, stock market updates, entertainment, and travel content at 2,000 airport gates across North America. We have placed PSAs on CNN Airport for a half dozen clients. Gas Stations/Convenience Stores PumpTop TV is a unique network comprised of LCD display on top of gas pumps located at service stations and convenience stores nationwide. It delivers more than 12 million monthly impressions on 6,118 high-definition LCD screens to captive audiences of motorists. PumpTop TV used our Social Security TV PSAs at 685 stations and on 5,935 screens in the top 25 DMAs, generating 112 million Gross Impressions during a four week period. Medical Venues We have placed various health-related messagaes for our clients on: CNN’s Accent Health Network; Healium TV, which has TV screens in physician offices; and on HTV, a TV network reaching patients and staff in hospitals. Our client PSAs have also been used on The Medical Broadcast Network (MBN), which broadcasts its content to nine million physicians, 14 million nurses, five million healthcare workers, 89,000 hospitals, 16,000 universities and medical schools. Schools For Volunteer of America’s Action Team, a program in which major league baseball players act as mentors to teens, we placed their TV PSAs on Channel One. 12/17/13 6:31 PM