SARASOTA CBS OUTDOOR:

Transcription

SARASOTA
6904 Cypress Park Drive, Tampa, FL 33634-4462
CBS OUTDOOR:
CBS Outdoor advertising makes the connection between product and consumer.
Every day, smart marketers like you have the opportunity to bring Outdoor
advertising campaigns to your consumers in a powerful, direct and effective
way. CBS Outdoor advertising makes this connection possible by delivering
an unsurpassed variety of advertising media throughout Sarasota and beyond.
1.941.302.9500
www.cbsoutdoor.com
WHY GO OOH?
GENERAL
RESEARCH
That’s Where the People Are!
Outdoor advertising reaches almost the entire
U.S. adult population each week.
95%
80%
91%
70%
71%
67%
Internet
96%
Newspapers
100%
20%
Radio
40%
Television
60%
Pedestrians
61%
Commuters
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 onethird 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: Scarborough USA – 2008 release 2.12 months | Base: United States residents aged 18 or older.
Outdoor
It’s that simple. According to the 2009 Arbitron Outdoor Study, we are spending even
more time out of home – more than 90% 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.
0%
Out-of-Home
SOURCE: ARBITRON IN-CAR STUDY 2009
Why CBS Outdoor?
Outdoor advertising viewers are more likely to be
employed, while television and newspapers attract
retirees and homemakers.
We deliver audience.
Source: Scarborough USA – 2008 release 2.12 months | Base: United States residents aged 18 or older.
Employed full-time (35+hrs)
Retired
Student or temporarily unemployed
U.S. Adult Population
49%
Mega Milers
15%
18%
0%
12%
13%
6%
8%
6% 4%
11%
80%
31%
11%
Heavy Radio Listeners
Heavy Internet Users
15%
52%
Super Commuters
Heavy Newspaper Readers
16%
67%
Power Pedestrians
Heavy TV Viewers
Employed part-time (<35hrs)
Homemaker or other
20%
31%
60%
50%
60%
8%
20%
15%
14%
10%
23%
16%
8%
8%
10%
6%
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, Eyes On Ratings (EOIs), we are able to further refine our delivery.
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.
9% 4%
9%
8%
100%
Why Now?
Out-of-Home has become 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, Outdoor becomes the
ONLY mass media choice. We are always there, and we are always on.
We deliver America.
Whether it’s Bulletins or Mall Displays in suburban communities, Urban Shelters and Bus Kings in our urban centers, Rail
Displays in transportation systems that connect bedroom
communities to commercial centers, high-impact Digital InStore Displays, Digital Billboards, or standard Billboards on
highways entering or leaving major cities, we have you
covered.
SOURCE: SCARBOROUGH 2008
The Power of Outdoor Advertising!
6904 Cypress Park Drive || Tampa, FL 33634-4462 ||
1.941.302.9500 || www.cbsoutdoor.com
NATIONAL IN-CAR STUDY
181/2 Hours per week on the road!*
4:00
Billboards move consumers to action.**
Buses & Shelters get attention!*
On a roadside billboard, have you ever learned of...
At any time IN THE PAST 7 DAYS have you noticed a...(total)
58%
...an event
3:00
2:52
...a store*
50%
...a restaurant*
58%
...a phone number
26%
...a website address
28%
...a radio tune-in
44%
...a TV show tune-in
33%
2:00
2:07
GENERAL
RESEARCH
1:00
0:00
0%
Typical Weekday
...public bus, not
including a
school bus?
59%
...bus stop?
47%
...taxi cab?
38%
75%
0%
Typical Weekend
25%
50%
75%
* and visited establishment
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?
Results displayed in hours : minutes
31% Increase in time spent in-car.
71% of travelers notice Billboard Ads.*
Workers shop on their way home.**
From work to...
3:00
e
s
rea
31%
2:00
Inc
2:52
2:11
1:00
0.00
Most of the Time
Sometimes
28%
34%
...a fast-food restaurant
44%
...a sit-down restaurant
22%
...a grocery store
82%
...a drug store
53%
...a convenience store
58%
...a department store
32%
...a “Big Box” store
63%
Each Time
2003
2009
9%
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.
Almost Never
Never
16%
11%
0%
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
BRANDSCIENCE: ROI
GENERAL
RESEARCH
OOH: A Return On Your Investment
SNAPSHOT: OVERVIEW
Over the past three years, 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.
Out-of-Home lowers the cost of an advertising program (because of the low entry cost/efficiencies of OOH, it reduces the
overall cost of an advertising campaign):
Direct Mail
CPM Comparisons of Major Media
$60.00
$56.50
Newspapers
$50.00
$43.00
$40.00
Cable TV
In the U.S., the percentage increase in sales triples when campaign spending on
Out-of-Home advertising moves from a low amount to a medium amount. Sales
more than double when a high amount is spent on Out-of-Home. The optimal
ROIs gained when a campaign’s overall ad spend is low, but the proportion of
Out-of-Home in the media mix is high.
Broadcast TV
$30.00
Magazines
$28.00
$25.00
Online
$22.30
$22.50
$21.30
$18.50
$20.00
$17.50
Radio
$14.70
$13.00
$10.00
$12.60
$10.30
$9.00
OUTDOOR
$9.50
$8.40
$10.90
$11.10
$7.80
$5.00
$2.30
$2.10
$3.40
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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.
20
campaign spend low
outdoor spend low
campaign spend
medium
outdoor spend medium
campaign spend high
outdoor spend high
Message Decay Rate (Days)
18
17
16
14
12
13
10
8
8
6
6
4
2
0
Without Out of Home
Out of Home Proportion of the Media Mix
With Out of Home
Internet
TV
Source: 2011 Outdoor Advertising Association of America, Inc.
SARASOTA
Right on the Gulf of Mexico, Sarasota is a sunny tropical paradise along with 8 islands that thrive on historical
roots, aesthetic scenery, recreation, and tourism. It has
been named America’s Best Small City and one of the
top eight Best Places to Retire by CNN/Money Magazine. Sarasota is major tourist site as it is home to famous
beaches, like Siesta Key, historical sites and museums,
like the John and Mable Ringling Museum of Art, beautiful parks, and an award-winning restaurant scene. It’s
warm climate and geographic location make it a popular
destination for sports like golf and fishing. Sarasota’s
natural beauty and eclectic culture make it a Gulf Coast
hot spot for anything from a vacation getaway to fairytale weddings. CBS Outdoor’s media is sure to grab
the attention of locals and tourists alike.
Market Demographics:
CBSA Population (18+):
HHI $75,000+:
College Educated (4+ yrs):
White Collar Occupation:
Blue Collar Occupation:
Race & Ethnicity:
579,356
26.91%
27.62%
60.78%
19.04%
White:
AA/B:
Asian:
79.94%
6.27%
1.47%
Hispanic:
Other:
10.76%
1.52%
SOURCE: CENSUS DATA (2011 UPDATE)
Market In Motion:
Drove alone to any place(wk):
Traveled 200+ miles (wk):
Walked 3+ miles town/city(wk)
Spent 30+ minutes traveling
to work one way:
93%
27%
21.1%
11%
SOURCE: SCARBOROUGH RESEARCH 2012, NORHT PORT-BRANDENTON, FL CBSA , RELEASE 1-12 MONTH STUDY
Available Products:
Bulletins
208 Units: Sarasota-Manatee Counties
GameStop TV
46: Tampa-St. Petersburg-Sarasota DMA
Mall Displays
84 Faces: 4 malls
SARASOTA
Major Points of Interest:
Convention Centers:
John & Marble Ringling Museum of Art
G. WIZ: The Hands-On Science Museum
Sarasota Classic Car Museum
Turner Museum
Marie Selby Botanical Gardens
Sarasota Jungle Gardens
Asolo Rep Theatre
Ca d’Zan Mansion
Circus Sarasota Inc.
Sarasota Opera
Siesta Key
Lido Key
Longboat Key
Venice Beach
Caspersen Beach
Casey Key
Manasota Key
Tampa Convention Center
Colleges/Universities:
University of South Florida (USF)
State College of Florida, Manatee-Sarasota
Ringling College of Art and Design
Sarasota Florida College
East West College of Natural Medicine
Keiser University
New College of Florida
Professional Sports Teams:
Major Headquarters:
Tropicana Juice
Champs Sports
Local Events:
Asolo Theater Festival
Art by the Light of the Moon @ Sarasota’s Towles Court
Tampa Bay Rays - MLB
Baltimore Orioles - MLB
Tampa Bay Lightning
Sarasota Polo Club
Sarasota United Soccer League
Spring Training Home of Major
League Baseball’s Pittsburgh Pirates
Minor league Bradenton Marauders
Shopping/Nightlife:
Towles Court
Artisan’s World Marketplace
Sarasota’s Herald Square
Venice Main Street
Westfield Shoppingtown Southgate
Prime Outlets
Sarasota Quay
BULLETINS
SARASOTA
BILLBOARDS
Coverage:
- Manatee
- Sarasota
- Bradenton
Reach Daily Commuters!
Location:
Impact the Masses:
Ultimate Exposure:
Sizes:
Located on key highways, intersections and
integral choke points in Sarasota, Bulletins
offer unparalleled outdoor coverage and
make your message larger-than-life!
Bulletins are one of the greatest ways to
impact the increasingly mobile population
and to communicate your message to the
masses.
Ensure branding at a specific location with
high frequency and a steady building reach
throughout the campaign.
14’H x 48’W
10’5’H x 36’W
10’H x 40’W
BULLETINS
SARASOTA
BILLBOARDS
Coverage
GAMESTOP TV
SARASOTA
OUTERNET
Reach Males 12-34!
Stay Relevant:
Influence your Target:
The Network:
Coverage:
GameStop is the largest US video game and
entertainment retailer, selling more than half
of all video games nationwide. All programming is original game content that keeps
shoppers engaged and coming back.
Reach a targeted demographic at point of
passion. GameStop TV viewers are mostly
M12-34, lighter cable broadcast viewers
and extremely responsive to ads shown on
GameStop TV.
•
•
•
•
•
• 49 stores*
• :30, 4 plays per hour
(57,075 plays over 28 days)
• :15, 8 plays per hour
(114,150 plays over 28 days)
Source: Arbitron 2012
*Covers Tampa-St Petersburg (Sarasota) FL
DMA
• 12+ Impressions: 329,600
• M 12-34 Impressions: 263,680
HD LCD Screens
Full Surround Sound
Visible everywhere in the store
90% viewership
Dwell time is 19.6 minutes
OVERVIEW
SARASOTA
MALLS
Available Malls:
-
Baywalk Mall
Centro Ybor
University Mall, FL.
Westshore Plaza
Available Mall Media:
-
Mall Dioramas
Banners
Large Format Banners
Escalator/Staircase Wraps
Window/Door Clings
Elevator Wraps
Floor Graphics
Table Tops
Mall Dominations
Mall Events
Media varies per mall
Retail Therapy!
Top of Mind:
Unavoidable:
The WOW Factor:
Connect with shoppers and make an impression moments before purchasing decisions
are made. Perfect for point of purchase opportunities, directional and targeted showings — as well as seasonal, promotional or
branding campaigns.
Consumers won’t miss mall media because
of its premium placement. Displayed in high
traffic areas, mall media will surely grab
shoppers’ attention.
With specialty media, advertisers can add
movement to their campaigns to really stand
out. “Out-of-the-box” mediums will surely
create a stir and encourage audience recall.
MALL DIORAMAS
SARASOTA
MALLS
At the Point of Purchase!
Penetrate:
Draw Attention:
Maximum Exposure:
Size:
Backlits are located on the back of mall
maps. They are positioned in prime high
traffic areas to ensure exposure and increase
overall frequency.
Perfect for point of purchase opportunities, directionals, seasonals and promotional
campaigns. This is a highly versatile product
for all types of advertisers.
Backlighting enhances the visibility of each
ad while generating awareness. Give your
campaign a visual boost with these magazine-quality full color displays.
70”H x 48”W - Shelter
50”H x 40”W - Standard
BANNERS
SARASOTA
MALLS
Visibility!
Bold:
Location:
Creative Opportunities:
Size:
Double-sided banners are suspended from
ceilings, ensuring uninterrupted line of sight
in both directions.
Banners are available by level, area and can
be positioned adjacent to specific outlets.
Easy to change, relocate or replace!
Execute multiple creative concepts. Display
different messages that are sure to make an
impact and deliver message consistency.
12’H x 6’W
9’H x 5’W
8’H x 5’W
4’H x 10’W
*Additional Sizes available
upon request
ENTRANCE DOOR CLINGS
SARASOTA
MALLS
Up Front!
Break Through:
Enthrall:
Maximum Exposure:
Size:
These eye level ads meet shoppers at all
main entrances and exits. Door Clings make
a strong impression in an uncluttered environment.
Educate consumers on your brand, message,
product, and/or service. Reach shoppers
with disposable incomes and alert them of
any special promotions.
Vibrant, full color, double-sided, magazinequality graphics that grab shoppers’ attention.
12”H x 12”W
Additional sizes available
upon request
ELEVATOR WRAPS
SARASOTA
MALLS
Striking Media!
Strategic Locations:
Informative:
Be Creative:
Size:
Both unexpected and eye-catching, Elevator
Wraps target shoppers when they are most
attentive and give consumers the chance to
absorb your message.
Inform shoppers as they wait for the elevator
and direct attention to your brand, message,
product or service. Elevator doors can be
wrapped on the outside & inside to surround
shoppers with your message.
Movement combined with a unique canvas,
offers advertisers the option to add a fun
and entertaining aspect to their campaigns.
8’H x 4’W
Sizes may vary
ESCALATOR WRAPS
SARASOTA
MALLS
Hard-to-Miss Media!
Prime Location:
Branding Opportunities:
Stand Out:
Sizes:
These large media formats are affixed to escalator glass and/or sides.
Escalator Wraps provide targeted placement of your message reaching all mall
shoppers.
Enables advertisers to utilize the medium in
their creative execution.
Custom
MALL EVENTS
SARASOTA
MALLS
Experiential Marketing!
Stick Out:
Educate:
Turn-Key:
Draw attention to your campaign by engaging shoppers. Feature your product and
demonstrate its usage with a mall event that
is sure to generate brand awareness.
Have the unique opportunity of interacting
with consumers one on one. Provide samples, coupons and special offers to incentivize consumers’ purchase decisions.
We provide turn-key services for each event
by taking care of staffing, production, event
space, media signage and logistics.
FLOOR GRAPHICS
SARASOTA
MALLS
Stop Shoppers In Their Tracks!
High Traffic Locations:
Flexible:
Eye-Catching:
Size:
Floor Graphics are positioned at mall entrances and main mall corridors. Enable
clients to convert empty floor space into a
canvas for a dynamic and impactful ad.
Lead consumers to your retail location with
Floor Graphics! With endless possibilities
and the ability to modify shapes, sizes and
locations, advertisers can really get the attention of shoppers.
Stop shoppers in their tracks with Floor
Graphics and create buzz with a unique creative execution.
10’H x 10’W
4’H x 4’W
3’H x 3’W
2’H x 2’W
*Die cuts available upon request.
FREE STANDING SIGNAGE
SARASOTA
MALLS
Back Up Your Message!
Visible:
Informative:
Create Awarenes:
Size:
Positioned at eye level, each display provides excellent line of sight creating maximum visibility. Located in key high traffic
areas ensures repeated exposure and increases overall frequency. Client is able to
choose specific locations.
Perfect for point of purchase opportunities,
directional and targeted ads as well as seasonal or promotional campaigns.
These posters attract consumers’ attention
and ensure they absorb your message.
6’H x 3’W
28”H x 22”W
Sizes may vary.
MALL DOMINATION
SARASOTA
MALLS
Total Domination!
Dominate:
Be Creative:
Go Unrivaled:
Size:
With a Domination, advertisers are offered
the unique opportunity to completely saturate a mall. Ads are located in high traffic
areas throughout the mall for maximum impact.
Using event sponsorship, multi-products and
multi-messages, advertisers can dominate
every position while commanding consumers’ attention.
Build brand awareness by creating a virtual
exhibit that surrounds consumers with your
mesage throughout their shopping
experience.
Custom
LARGE FORMAT BANNERS
SARASOTA
MALLS
Larger Than Life!
Command Attention:
Take Over:
Influential:
Size:
Double-sided and suspended from the ceiling, these Large Banners draw shoppers’ attention with their larger than life presence.
This large scale ad grabs attention and encourages high brand awareness. Visible from
all levels, advertisers can dominate the mall’s
corridors and center courts.
Create point of purchase opportunities. Be
top of mind and put your name and brand in
front of shoppers.
16’H x 12’W
14’H x 10’W
10’H x 10’W
10’H x 12’W
*Additional Sizes available upon
request.
STAIR GRAPHICS
SARASOTA
MALLS
Stand Out!
Key Locations:
Be Noticed:
Tell a Story:
Size:
Staircases are located in high-traffic areas
that are highly visible from any level — enabling advertisers to target a premium mall
demographic right before buying decisions
are made.
Serves as an unexpected and unique medium that’s sure to create a buzz. Staircases
are eye-catching and generate audience recall.
Staircases can act as advertising storyboards, grabbing the attention of busy
shoppers and stopping them in their tracks.
Utilize this medium to work with your creative tag line.
Custom
TABLE TOPS
SARASOTA
MALLS
Captivate Consumers!
Long Read Times:
Usage:
Move Consumers:
Size:
Table Tops are located in the food court
and alllow shoppers to engage in long read
times. Message penetration at its max!
Perfect platform for multiple creative excutions and the utilization of QR codes.
Brand the food court by monopolizing every
table with your campaign message.
Custom
BAYWALK MIDCORE
SARASOTA
MALLS
Highlights:
Demographics:
Major Anchors:
Media:
Located in the heart of downtown Saint Petersburg FL on the corner of First Avenue
North and Second Street North, the Baywalk
Midcore Shopping Plaza has an exciting mix
of retail and dining in a fantastic downtown
St. Petersburg Florida location.
Retail GLA: 150,000 sq. feet
Number of Stores: 50
Primary Market Population: 411,354
Average HHI: $61,099
Muvico Theaters
Ann Taylor
Dan Marino’s
Johnny Rockets
23 Ad Faces
50”H x 40”W
CENTRO YBOR
SARASOTA
MALLS
Highlights:
Demographics:
Major Anchors:
Media:
Centro Ybor features an exciting mix of retailers, restaurants and entertainment venues situated around a palm-lined plaza that
captures the flavor of Tampa ‘s historic Latin
Quarter. Anchored by the Muvico Centro
Ybor 20 Theater and featuring such names
as GameTime, The Improv and Urban Outfitters, Centro Ybor is a unique and unforgettable experience.
Retail GLA: 220,000 sq. feet
Gametime Cards/Hobby Havn
Muvico 20 Theater
14 Ad Faces
50”H x 40”W
UNIVERSITY MALL, FL
SARASOTA
MALLS
Highlights:
Demographics:
Major Anchors:
Media:
University Mall enjoys a rich history as a local
attraction and preferred shopping destination for northeast Tampa. Conveniently accessed from both I-275 and I-75 University
Mall is strategically located near the University of South Florida, Busch Gardens Theme
Park and The Museum of Science and Industry (MOSI). An $11 million interior and exterior renovation added amenities including
soft play area and computer Wi-Fi lounge.
Retail GLA: 1,235,000 sq. feet
Burlington Coat Factory
Dillard’s Clearance Ctr
Frank Theatres
K&G Fashion Superstore
Macy’s
Sears
32 Ad Faces
50”H x 40”W
70”H x 48”W
WESTSHORE PLAZA
SARASOTA
MALLS
Highlights:
Demographics:
Major Anchors:
Media:
WestShore Plaza is one of the premier
shopping destinations in Tampa, Florida
with a mix of shopping, dining and a luxury
14-screen theater. Shoppers will enjoy a
mix of retailers such as Ann Taylor, Banana
Republic, and Old Navy. WestShore Plaza
offers exclusive dining options including
Maggiano’s Little Italy, PF Chang’s China
Bistro, Mitchell’s Fish Market, The Palm and
Seasons 52.
Retail GLA: 1,064,183 sq. feet
AMC WestShore 14
H&M
JCPenney
Macy’s
Old Navy
Saks Fifth Avenue
Sears Roebuck and Co
15 Ad Faces
70”H x 48”W

SARASOTA CBS OUTDOOR:

Transcription

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