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Outdoor
across barriers of age and language like no other media. Large format colour posters brighten up the regular journey, and with good creative, provide visual stimulation in an otherwise boring city landscape.
Flexibility:
Outdoor advertising allows you to advertise where consumers are buying. It is possible to ensure "in your face" exposure through a wide variety of sizes and formats. One of the many formats will offer coverage at shopping centres, stadiums, department stores and at a vast number of other venues where target audiences gather.
Permanent Exposure
An Outdoor advertising campaign is permanently on display, 24 hours a day, 7 days a week, visible by day, illuminated at night. It is certain to reach your audience, as they cannot shut it off, tune it out or throw it in the bin like other media. Due to its variety of large formats and coverage, its impact is quite unmissable.
Strategic & Tactical:
Outdoor advertising is suitable for all advertising tasks, whether strategic or tactical. An Outdoor poster campaign can be used to support advertising through other media (e.g. TV). It can quickly generate brand awareness through repeated exposures. It can also stimulate long-term product recognition through continual reminder advertising. On a tactical level, Outdoor can be used to announce offers or product launches near retail outlets where the point-of-purchase decision will be made. The medium can solicit direct response through the provision of contact information or a website address on the poster. Finally, Outdoor can be used to customise national advertising strategies to local sub-groups with a more targeted offer or more suitable message.
Why Advertise Outdoors?
In a time of increased media fragmentation and time pressure on consumers, it is becoming increasingly hard to reach target audiences quickly. Despite this however, Outdoor has actually benefited from increased consumer mobility and media complexity, and is recognised as one of the last mass media available to advertisers.
Summarised below are some of the key reasons why more and more major advertisers are switching to this medium:
Reach the Masses:
Outdoor adverting is seen by everyone where they live, work, shop and even where they are entertained. It can deliver advertising messages to a mass audience, and capture attention at a time when they are most receptive to visual branding (for example, in a traffic jam). No other media delivers the same reach and frequency as a well planned outdoor campaign.
Reach the Niche:
While Outdoor is used as a mass medium, it can also be effectively used to target specific demographic and geographic sub-groups. Knowing the locations of every site enables advertisers to target specific types of people living, working shopping or playing in specific locations and areas. Thus for example, it is possible to reach the weekly shopper through a Point-of-Purchase advertising campaign employed in and around supermarkets.
Impact through Simplicity & Size:
Outdoor billboard posters are larger than life, delivering impactful messages simply and quickly. Due to its use of large graphics and simple execution, Outdoor easily communicates
Summary: Outdoor is a growth medium. This medium can also be used to target demographic niche sub-groups. |
It is impactful and versatile, with huge coverage and reach in urban areas and anywhere itarget audiences gather to work, shop or play. Outdoor provides permanent exposure, 24/7, to your brand or adverting message. Outdoor advertising will become more important for many brand owners. |
