Download Audience Targeting: African American-Black

OVERVIEW
Audience Targeting:
African American-Black
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OVERVIEW
OOH Solutions: African American-Black Population
OOH Makes the Connection
The Common Denominator.
Out-of-Home:
• Is NOT Media Dependent.
• OOH reaches the entire targeted community regardless of
media preference — whether an individual prefers reading
magazines or watching TV—OOH reaches consumers that are
missed by other media.
• Connects With Consumers 24 Hours a Day 7 Days a Week.
• Provides No Waste Circulation.
• Cannot be Forced Out by Emerging Media Technologies.
• These emerging technologies have merely served to enhance
OOH. TiVo, MP3 Players, and Satellite Radio all have put major
limitations on the reach of what were once ubiquitous advertising
formats (Spot TV and Spot Radio).
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Relevant:
Out-of-Home:
• Is Targetable by Both Location and Demographic.
• Creates Extensive Point of Purchase Opportunities.
• OOH reaches out and makes an immediate connection with your target
audience when they’re in sight of specific locations.
• Reaches both pedestrians and vehicular traffic 2X a day over 20x per
month. OOH allows for multiple opportunities to communicate your
message to a massive mobile audience.
• Is strategically placed at key consumer convergence points throughout
multiple markets.
Key Demographic.
The African American/Black community is constantly growing in both population and in
buying power. Therefore, targeting the African American/ Black population is an essential
factor in creating a successful marketing campaign for your product or brand.!
Population Growth.
Cost-Effective:
Out-of-Home:
• Is the Most Cost Effective of ALL Media Forms.
• OOH is cheaper than both Major TV and Print Advertising while
providing an unrivaled reach and frequency.
The Population of the African American/Black community has risen steadily over the past
few decades to more than 37.2 Million. With a 8.37% population growth in 2009 alone.
Buying Power.
The Buying Power of the African American/Black Population has risen dramatically over
the past two decades—a growth of 152% in 18 years—from $318 Billion in 1990 to $803
Billion in 2008.
Source: Target Market
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OVERVIEW
Targeting Opportunities: Saturate the market
Out-of-home media increases your brand awareness and offers superior coverage throughout the marketplace.
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Target the African American-Black community on their daily commute. Our sophisticating mapping software allows you to place your ad campaign in areas where your target market lives,
works and plays ensuring your message is seen daily 24/7. Repeated exposure to your ad campaign can take a customer who is “thinking about it” to “taking action.”
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OVERVIEW
Targeting Opportunities: OOH Metrics
Target the African American-Black population. Each unit has it’s own audience profile. With our new metrics system, OOH Ratings, we are now able to pin points specifically which ad
space fits your desired demographic to ensure your message makes an impact.
Data Convergence:
• True Commercial Ratings
• Metrics
• Now available on Nielsen IMS & Telemar planning tools:
•TRPs
• GRPs
• Reach
• Frequency
• Impressions
Watch the overview vide:
http://www.youtube.com/watch?v=7ISY1Nk9RBc
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OVERVIEW
Creative Examples: African American-Black Targeted Advertisers
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Interior Train
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Urban Panel
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Platform Poster
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Station Domination
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Bus King
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Success Stories: African American-Black Targeted Advertisers
OVERVIEW
Walk In Weaves
Campaign Overview:
Walk-In Weaves wanted to increase its brand recognition and generate new
business among African American women in Atlanta.
How it worked:
Walk-In Weaves decided to advertise on Transit Media due to its value and
dominate presence throughout the market. “Mass transit (advertising), by far,
is the best “bang for my buck” advertising available for a small business owner.
There is no way I could be in so many places for the dollars spent using any
other form of advertising. In rail, you have a captive audience and the buses are
literally moving billboards!”
Results:
Within weeks, Walk-In Weaves saw a huge spike in new business due to the
campaign.
“Transit (advertising) is something that always seems to keep the phone
ringing ...when we ask new customers where and how they heard about us,
the response is, more often than not, “You’re everywhere.”
- Maja M. Sly, Owner, Walk-In Weaves
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