Stepping Outside the Box of Traditional Media: Billboards and Other 'Outdoor Media'

Feb 01, 2012

Outdoor Media: Best known as outdoor billboards, these have the ability to reach hundreds, even thousands of people per day, as the amount of automobile commuters continues to grow. Strategically placed billboards can help boost product or name awareness, as well as incite a call to action.
The Outdoor Advertising Association of America (OAAA) divides outdoor advertising venues into four major categories: transit system or mobile advertising and advertising on public furniture made up approximately another thirty percent, and alternative advertising brought in the last percentage points of the 5.8 billion spent to catch the eye of the outgoing public.
Who Uses Outdoor Media?

At least seven out of ten outdoor ads promote local businesses. The proportion of local advertising is even greater in non-urban areas. Roadside businesses like restaurants and lodging depend on billboards to direct travelers to their locations.
Types of Out of Home Media:

Posters/Bulletins:billboards Digital: offers special effects, ie: posting the temperature on the board Tri-Vision: when 3 advertiser share 1 space; each ad rotates continuously Bus Shelter/Bus Wraps
Who Uses Outdoor Media?

At least seven out of ten outdoor ads promote local businesses. Roadside businesses like restaurants and lodging depend on billboards to direct travelers to their locations.
What Do People Think About Billboards?

A substantial majority of Americans believe the benefits of billboards outweigh any costs associated with them, according to a comprehensive analysis of 30 years of polling data by Villanova Marketing Professor Charles R. Taylor, Ph.D. His report in the Journal of Advertising Research reveals:
85% believe billboards are useful to travelers (provide directions, prices, and availability of services such as gas, food, and lodging) 83% call billboards informative 82% say billboards help create jobs and help businesses attract customers 79% oppose a ban on billboards
Out of Home Facts: ·

Men spend an average of 81 minutes per day on the road: women spend 64 minutes per day · 66% of people employed full-time drive 500+ miles per week · 74% of all time spent on the road is for shopping, running errands, or recreation
How Do I Find the Right Out of Home Media for My Company?

You can search online for an outdoor company that offers outdoor media in your desired geographic location. Or you can contact a local ad agency who may already have these resources available, and know which companies have hot locations in your area. They can help you review openings, negotiate rates and plan a running schedule.
What’s Next?

Once you have decided on which type of outdoor is best and where it will run, you need to craft your message. Remember, billboards capture the audience for a few precious moments – your message has to be concise, clear and to the point…and being clever or funny (if appropriate) never hurts! In outdoor media, less is definitely more.

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