Two readers asked Insider to explain what’s in a good out of home media kit. A media kit is a document prepared for an ad agency or larger ad client to present information about your company, signs and markets. A media kit differs from a ride sheet in that a ride sheet presents a particular structure while a media kit presents your company.
We read the media kits of 8 out of home companies ( Busby, Clear Channel Outdoor, Fairway, Headrick, Kre8, Lockwood, OUTFRONT and View Outdoor Chicago). Here are the most common things we found in media kits.
Plant and market information. 8 companies. Every media kit had plant information. Often a map of the location of the signs, cities and counties covered, and some market demographics. Great pictures are a must. There’s usually a description of the kinds of out of home products (e.g. posters, bulletins, wildposting, wallscapes, digital…) Look how View Outdoor Chicago presents wallscapes in its media kit:
Contact Information. 6 companies. Insider considers this a must. Every marketing document your company sends out should have a name, address, email and phone number of someone at your business. Kre8 Media has a good contacts page.
Design Specs and Tips (6 companies). This includes information on:
- image size and quality.
- good and bad out of home design
- technical specs for designing digital and static ads.
Lockwood Outdoor’s media kit has this design tips page for its digital sign.
Why Out of Home. (5 companies). This section explains the advantages of using out of home versus other advertising options. The OAAA has lots of great facts you can use. Visit the OAAA Proof OOH works page. Here’s a page from Clear Channel Outdoor’s New York Media kit.
An About Us Section. (4 companies). The about us section is helpful if you are an independent or regional firm that an agency might not have heard of. Headrick Outdoor opens its media kit with a letter from the CEO
Many companies use the about us section to also explain why an advertiser should choose to do business with them as opposed to another out of home company.
Testimonials. (2 companies). Easy to have some testimonials from clients who have used your signs and received good results. This may not be critical for an ad agency but it’s helpful if you are dealing with a smaller ad client.
FAQ’s or General Business Terms (2 companies). Answer some questions that clients and agencies ask or put in your boilerplate contract terms.
Pricing. (1 company). Most of the firms in the sample did not put pricing in the media kit. They wanted people to call for pricing.
One final point. Tab the media kit as a menu item on your website and make it web-indexed so that people can find it by searching the web.
What have we missed? What do you want to see in an out of home media kit. Let Insider know using the form below.
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