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Out-of-home advertising also referred to as Outdoor Advertising is essentially any type of advertising that reaches the consumer while he or she is outside the home or office.
This is in contrast to broadcast, print, or internet advertising, which may be delivered to viewers out-of-home (e.g. via tradeshow, newsstand, hotel lobby room), but are more-often viewed in the home or office.
The Benefits of Outdoor Advertising
Outdoor Advertising delivers viewers. Today, consumers spend more time traveling in their vehicles than ever before. That makes outdoor advertising a more powerful medium than ever. In the past 25 years, the number of vehicles on the road increased 128%. Those are the people you reach over and over with outdoor advertising.
Outdoor reaches your audience when they need it. Outdoor advertising is often the final reminder of a brand name product or service just before the point of purchase. It is the most visible media being exposed to everyone who leaves their home to work, shop or play.
Outdoor Advertising is efficient. No other advertising medium reaches as many people, as often, at such a low cost. When it comes to generating repeat exposure to an audience, outdoor advertising is the most cost effective per 1,000 viewers.
Outdoor is big, bold and dynamic. Its larger-than-life proportions and endless creative options will grab and hold consumer attention.
Outdoor offers constant repetitive exposure. Seven days a week, 31 days a month, outdoor delivers your message over and over.
Your prospects have your sales message right there in front of them.
Outdoor Advertising Is Unique and Effective because.
- Everyone sees it! There are no viewership barriers.
- People spend hours driving every day: over 100 hours each year commuting to work plus time they spend driving for other tasks like school, shopping, leisure, etc. (Sure they only look at the road.)
- Works for you 24/7...You can't turn it off or throw it away
- High reach, frequency, and retention
- Keeps your company, your brand, in front of people when they are ready to make a decision.
Everyone sees it! There are no viewership barriers. People spend hours driving every day: over 100 hours each year commuting to work plus time they spend driving for other tasks like school, shopping, leisure, etc. (Sure they only look at the road.) Works for you 24/7...You can't turn it off or throw it away High reach, frequency, and retention
Keeps your company, your brand, in front of people when they are ready to make a decision.
Outdoor Advertising in comparision with other media.
- Only the subscribers will see your newspaper or magazine ad. Can you easily identify a magazine that reaches all of your intended audience? It does not exist!
- How many times will they see your message before they toss the magazine?
- Direct mailings are costly. The recipient can easily spot them and throw away your message without looking at it.
- TV and radio require the person to watch or listen to the commercials rather than changing the station or turning it off.
- Radio and TV stations reach a very limited audience demographic or age group based on the program listings.
These types of advertising may not reach many of the people with the demographics you are trying to reach.
Different Forms and type of outdoor advertising media.
- Interactive outdoor signage
- Taxi / Taxi top advertising
- LED Electronic Billboards
- Outdoor laser advertising
- Bus shelter and bus bench advertising
- Pyro advertising (fireworks shows)
Here are some tips for Developing a good Creative / Artwork for your Outdoor Campaign.
Keep it Simple
An important question to keep in mind when designing outdoor advertising is...does your message communicate simply and effectively within 7-10 seconds? That's how long your viewer will have to see your ad.
Outdoor is usually viewed from distances of 100 to 500 feet - so your message needs to be brief, simple and clear.
Color
Choose colors with high contrast in both hue and value. Contrasting colors work best when viewed from a distance. Colors without contrast will blend together and obscure the message.
Copy
Copy should generally be kept to seven words or less and should be concise to register quickly in the mind of a moving audience. A strong illustration is worth 1,000 words.
Font Type
Your Creative lettering should be simple, clear and easy to read.
Be careful with spacing between letters and between words. Letters with too little spacing tend to merge when viewed from a distance.
Simple, sans serif type faces work best in outdoor; ornate, serif typefaces do not.
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