AMBestadvertisingoutdoor.docx

AMBestadvertisingoutdoor.docx

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AMBestadvertisingoutdoor

AdvertisingCompanies-Outdoor

OutdoorAdvertisingServicesDisplayAdvertising（pt）AdvertisingSignCompanies-OutdoorSignErection,InstallationorRepairSignPaintingorLetteringonBuildingsorStructuresBillboardCompaniesOutdoorAdvertisingCompaniesShelterAdvertisingCompanies

a1900

RevisionDate:

7/00

Line

Best'sHazardIndex

UnderwritingComments*

AUTOMOBILELIABILITY

6

AUTOMOBILEPHYSICALDAMAGE

6

Workalongsidebusyroadwayswillexposevehiclestopassingtraffic.

GENERALLIABILITY

3

WORKERS'COMPENSATION

7

Fallsfromheightscouldresultinseriousinjuries.

CRIME

2

FIREANDE.C.

4

BUSINESSINTERRUPTION

2

INLANDMARINE

6

Off-sitesignfixtureswillbecoveredhere.

*Low1-3,Medium4-6,High7-9,VeryHigh10

SICCode

SICClassification

7312

OutdoorAdvertisingServices

NAICSCode

NAICSClassification

54185

DisplayAdvertising（pt）

RelatedClassifications

AdvertisingAgencies

CraneServices—Construction

Printing—Commercial

Electrocution

ScaffoldingContractors

ScreenPrinting

SpecialExposures

Parkingvehiclesonshouldersofmajorhighways

Workinbusyurbantransitcenters

Fallsfromheights

Billboadcollapse

RiskDescription

a190r.

Outdooradvertisersareresponsibleforsettinginplaceandmaintainingvisualpromotionalmaterialsforavarietyofclientsandensuringthatthesematerialsaredisplayedforcontractedperiods.Despitethefactthattheyarecommonlycalled“outdooradvertisers,”manyofthefixturestheyusearesituatedinsidebuildings.Interiorfixturesforoutdooradvertisersmaybestationary（e.g.,two-orthree-paneledkiosksinmallsortransitcenters,commuterclocks,orwallposters）ormovable（e.g.,grocerycarts）.Exterioradvertisingdisplaysarecommonlyfoundonthesides,fronts,andbacksofpublictransportationvehicles,suchasbusesandtaxis,aswellasondisplaypanelsinsidebusesandsubwaycars.Transitshelters,outdoorwallmurals,gasolinepumps,andbillboardsignsofvariousdimensionsprovideadditionalavenuesforoutdooradvertiserstodisplaytheirclients’materials.Larger-than-lifeballoons（e.g.,giantsneakers,hotdogs,orsodacans）mayoccasionallybeusedbyoutdooradvertiserstoattractpublicattentiontospecialpromotionalevents,suchasastore’sgrandopening.However,theseinflatablesaregenerallytetheredtothegroundandremainstationaryforacontractednumberofdaysorweeks.

Outdooradvertisingcompaniesmayormaynotproducethepromotionalmaterialsthattheydisplayfortheirclients.Often,thisjobfallsintothehandsofanadvertisingagencythathasbeenhiredbytheclienttodevelopacompletemarketingstrategy,ofwhichoutdooradvertisingmaybejustonepart.Whileaerialadvertising,suchasblimpswithcorporatelogoswrittenontheirsides,hotairballoons,orairplanespullinglargesignsbehindthem,technicallyfallundertheumbrellaofoutdooradvertising,thisclassificationwillonlydealwithcompaniesthatdisplayadvertisingmaterialsonnon-airborne,mobileorstationaryfixtures.

Outdooradvertisingistheoldestformofadvertising,datingbacktotheRomanEmpirewhengladiatorfightswerepromotedinwrittenmessagesontombstones.Thelargeoutdoorposter（morethan50squarefeet）originatedin1835whenJaredBellofNewYorkfirstprintedposterspromotingacircus.Exterioradvertisingbeganappearingonstreetrailwaycarsduringthe1850s,andthefirstrecordedleasingofabillboardintheUnitedStatesoccurredin1867.Mostearlyoutdooradvertiserswerelocalmerchantswhosegoalwastolettravelersknowwhattypesofproductsorserviceswereavailabletothem“justuptheroad.”By1870,therewereapproximately300outdooradvertisingcompaniesacrossthecountry,manyofwhichidentifiedthemselvessimplyas“signpainters”or“billposters.”

By1900,astandardizedbillboardsizewasestablished,andasadirectresultofthischange,aboominoutdooradvertisingbegan.CompaniessuchasPalmolive,Kellogg,andCoca-ColawereabletolaunchnationwideoutdooradvertisingcampaignssincetheynolongerhadtobeconcernedwithwhetherornotthebillboardswouldbethesamesizeinNewYorkorOklahoma.Withtheinventionofthebusshelterin1962,outdooradvertisersfoundyetanotherfixtureonwhichtoplacetheirclients’displays.

AsbillboardsbecameanincreasinglypervasivefeatureofAmericanroadsides,environmentalistspushedforfederalregulationstohelpkeepthisgrowingmediumfromtaintingthenaturalbeautyofourlandscape.WiththestrongsupportofLadyBirdJohnson,theHighwayBeautificationActwaspassedin1965.Someoutdooradvertisingfirmsfearedthatitspassagemightcrippletheindustry,butthishardlyprovedtobethecase.Rather,thebillmerelyservedtolimittheplacement,lighting,spacing,andsizeofbillboardsnationwide.Italsorequiredthatoutdooradvertisingagenciesbejustlycompensatedfortheremovalofanybillboardsthatwerenolongerincompliancewiththenewregulations.

In1972whentobaccoproductswereprohibitedfromadvertisingonthevariousbroadcastmedia,outdooradvertisingbecamethatindustry’smostpopularmediumforreachingconsumers.However,in1999,tobaccomanufacturerswerebannedfromtheuseofoutdooradvertisingaswell,andinthatyear,theindustrylostroughly10%ofitsclientele.

EachofthevariousadvertisingmediaareratedannuallybyanindependentagencyknownastheTrafficAuditBureau（TAB）ontheircostperthousand（CPM）.OneofthemainreasonsforthecontinuedpopularityofoutdooradvertisingisitsconsistentlylowCPMincomparisontoothermedia.Forexample,billboardsprovide24-hourmessageexposuretoa“captiveaudience”ofmotorists,travelers,anddailycommuters,yethaveanaverageCPMof$2（dependingontheirlocation）comparedto$5fordrive-timeradio,$9formagazines,and$10-20fornewspapersandprime-timetelevision.Thus,outdoorcampaignscancostclientsupto80%lessthanothertypesofmedia.

Becauseofitscosteffectiveness,theoutdoormediumremainsthefirstchoiceamongmanysmaller,“momandpop”companiesthatmayhavealimitedadvertisingbudget.Byitsverynature,theoutdoormediumalsohastheuniqueabilitytoreachahighlylocalizedmarket,andforthisreason,itremainsaconsistentlypopularadvertisingchoiceamongsuchtravelandtourism-relatedbusinessesashotels,motels,restaurants,retailestablishments,amusementparks,andvariousothertouristattractions.RecentsurveysbytheU.S.TravelDataCenterhaveshownthatover70%oftravelersareinfluencedbybillboardsindecidingwheretostayonatrip.Nationwide,localbusinessescompriseanywherefrom50%–90%ofanoutdooradvertisingcompany’sclientelebase,andofthese,approximately50%–66%aretravelandtourism-relatedbusinesses.

In1999,advertisersintheUnitedStatesspentatotalof$4.8billiononoutdoormedia,withbillboardscapturing60%ofthosemarketingdollars.Outdooradvertisersmayoperateonalocal,regional,ornationalbasis,dependingonthesizeandscopeoftheiroperations.Whilemostareprivatelyownedandoperated,somelargeroutfitsarepubliclyheldcompanies.

Therearevarioustypesofarrangementsmadebetweenoutdooradvertisersandlandownersfortheuseofaparceloftheirproperty（generally40’x60’）fortheplacementofabillboard.Inmostcases,theinsuredwillholdalease（e.g.,typicallylastingfrom1to10years）withthelandownerandwillpayanannual“rent”fortherighttousetheparcelofpropertywherethebillboardissituated.Asecondtypeofarrangementmayexistwheretheinsuredpurchasesapermanenteasementontheparcelofland;asopposedtoarenewablelease,thisarrangementisaone-timepurchasethatgivestheadvertisingcompanytherighttousethatlandforaslongastheylike.Therearetwostandardbillboardsizes;thelargerofthetwo,calledthe“paintunit,”is14’highx48’wide,andthesmallersizefixture,calleda“posterpanel,”is12’highx25’wide.Indeterminingwherenewbillboardswillbeplaced,trafficcountisthefirstcriteriasincehighvisibilityisakeysellingpointtopotentialclients.

Outdooradvertisersthatdealprimarilywithsignsintransitcentersandonpublictransportationvehicles（e.g.,busesandsubwaycars）willusuallyhavea5-to20-yearcontractualagreementwiththeaffiliatedmunicipalityortransitauthority.Typically,therevenuefromsuchventureswillbeshared,althoughwhenmunicipaltransitcentersareinvolved,thecityoftengetsalargershareoftheprofits.Thesignfixturesthemselvesmaybelongtothemunicipalityortransitcompany,ortheymaybethepropertyoftheinsured.Whethertheyactuallyownthesignfixturesornot,mostcontractswillstipulatethattheadvertisingcompanyisresponsibleformaintainingthem.

Thelayoutofatypicaloutdooradvertiserwillincludeofficesandconferencerooms;variousstoreroomsforhousingpaints,equipment,pre-printedsigns,andsupplies;apaste-uproom,wheresignsarepre-pastedwithaflour-basedgluebeforebeingtakenoutforhanging;alargeworkareawheresignsmaybepaintedortouchedup;anemployeekitchenorlounge;restrooms;andagarageoroutdoorparkingareawherevehiclesarekeptduringoffhours.Smallerinsuredsmayhaveasinglelocation,whilelargeroperationsmaymaintainseveralofficesinvariouslocations.Mostfacilitieswillbefreestanding;however,someinsuredsmayhavetheirofficeinamultipleoccupancyfacilityandkeeptheirothersign-postingoperationsataseparatefreestanding,warehousetypeofstructure.

Outdooradvertiserswil