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It is media that is everywhere, and when used with creativity, it creates brand new ad spaces
where none existed before — ad spaces that can stop people in their tracks.
With the combination of these traditional and non-traditional media, outdoor offers a palette of
media choices that is unequaled. The choices and combinations are limited only by the
imagination and they are all available here at EMC Outdoor. Outdoor advertising is all that we
do.
We are a nation on the move, and we spend increasing amounts of time outside the home, and
yet a disproportionatly small amount of advertising budgets are spent on outdoor advertising.
The CPM for outdoor advertising is historically one of the lowest - second only to radio. What
does that mean for advertisers? Reach more people, with less money. Pretty simple right?
Consumers are aware of out of home. As they move through their daily lives they take note of
the advertising they see. This graph shows the rate at which consumers reported being exposed to
particular media.
Outdoor is possibly the last place where consumers do not control the ad space. This gives
advertisers unprecedented control over how and where an ad is seen. Outdoor is GIVING
advertisers more control over their ad space through its immunity to the "TiVo effect" and its
unprecedented offering of different media options. This at a time when other ad media are
offering advertisers less control!
Many people still think of outdoor as just billboards. Well, the hard-working billboard is still
going strong but we are here to tell you that outdoor advertising is more than just billboards.
Exciting new media that can reach, intrigue and engage your target audience are being
introduced continually.
People spend more time in their vehicle than they do to read the paper andwatch the
news.
Outdoor advertising has a lower cost per thousand than any other type of advertising.
Outdoor ads cost 80% less than television commercials, 60% less than newspaper ads, and
50% less than radio ads.
Ads on billboards are free to consumers; you do not have to buy a magazine, cable
television, or a newspaper to see your advertisement.
Outdoor advertising does not interrupt consumers in any way. There's no obnoxious sound,
smell or other type of negative attention grabber. Billboards are noticed because of their
messages, bright bold colors and creative graphics.
Three fourths of Americans rely on billboards to find places while they are traveling.
Billboards allow you to reach more people faster and easier than any other type of media.
Outdoor advertising has a larger audience than any other type of advertising. People are
driving further and further every day.
A billboard with a good location (on an Interstate or major highway) can have more viewers
than the super bowl!
Outdoor advertising is the only type of media that has constant exposure. No other type of
advertising allows your message to be displayed 24 hours a day, seven days a week.
Repetition is extremely helpful when you are trying to increase your product awareness, or
when you simply want to get your message across to millions of people. This task can easily
be accomplished with billboard campaigns.
Billboards help increase your products awareness, and knowledge which also increases your
sales and profits.
Outdoor advertising makes it extremely easy to target, or not to target, a specific market.
Outdoor advertising sends us subliminal messages. Billboards are usually the final message
we see right before we purchase an item. So why not direct us to your product?
OAAA did a study in 1999 that says people glance at 70% of the billboards they pass. Of
these billboards, 63% are actually read.
Billboards have been rated higher than any other type of advertising for their ability to
communicate ideas at the lowest possible prices.
Small businesses benefit the most from billboard advertising.
Well, to the question of whether we pay attention to billboards, the study showed
that 71% of us "often look at the messages on roadside billboards (traditional and
digital combined) and more than one-third (37%) report looking at an outdoor
ad each or most of the time they pass one." And check out the stats on digital
billboards in the chart to the right as well as digital billboards are getting noticed.
Been reminded to tune into aTV program (33%) or a radio station (44%)
Noted aphone number (26%) or Web site address (28%) written on an outdoor
billboard
Now I don't know about you but I never remember a website or phone number I
see on a billboard for if I want to know something about a given company, I will
do what millions others do every day when they want to know something... I
Google it.
Well, according to the study, "billboard viewers make shopping decisions while in
the car."
72% of billboard viewers frequently or sometimes shop on their way home from
work
68% frequently or sometimes make their shopping decisions while in the car
38% make the decision to stop at the store while on their way home
24% say they were motivated to visit a particular store that day because of an
outdoor ad message
32% visited the retailer they saw on a billboard later that week
One last stat from the survey... not surprisingly, grocery stores/supermarkets or
large retailchains were the locations most often cited by respondents as the
places they visit on their way home - good news for retailers who are considering
some billboard advertising.
So, it would appear, at least from the findings from the study that outdoor
advertising does work, at least in the sense that people A) notice it and B) are
influenced by it to some degree. But... this does not mean all marketers and
advertiser should run right out and start a billboard campaign. Can't just have a
billboard to have a billboard. You have to do it right... which leads me to how I
want to end this article with an example a billboard done right and a billboard
done, well... not so right.
I don't think I have to tell you which one is which, do I? Ok, if you insist. The one
done right is the one that conveys a message in an entertaining or clever manner
as opposed to the one that conveys a very crowded message with various fonts
and colors and leave you with a splitting headache.
Advantages and Disadvantages of Outdoor Advertising and 5 Creative Out-Of-Home Ads
Some of the most creative pieces in advertising are seen outside of the home. It’s an overlooked
advertising medium that’s great for reinforcing messages communicated through other mediums such
as television or magazines. What it is truly unappreciated by advertisers is its ability to create buzz with
its out-of-the-box abilities, which are seemingly infinite, and its high target reach and frequency, which
allows the advertisement to hit a many different people more than once (due to habitual travel
patterns) in selected markets.
Advantages
- You can select your target by areas (not by people) of demographic interest, creating flexibility
Disadvantages
- High cost
Now we’ll take a look at some of the most creative outdoor ads I found today.
Can you market your product or company within 5 seconds to your consumers? Yes, you can,
through billboards. It is one of the most popular methods of outdoor advertising, especially
among big companies. You can make an impact in the subconscious mind of the pedestrians,
drivers and passengers, everyone who uses the road where your billboard is located. You
instantly connect to your prospective customers. People easily register photographic data and
short phrases (slogans). One billboard and you have thousands of people who are now familiar
with the product. There are so many types of billboard advertising; posters, bulletins, mobile
billboards and others that creatively employ the use of large objects and even buildings. You
can even go digital like those at New York's Times Square. Did you know? Billboards are the
second most effective form of advertising that reaches over 93% Americans. But, is it all that
rosy? Would people be stimulated by a billboard to buy your product?
Advantages
Huge and eye-catching
Targets a large and diverse market
Easily registered information
Increased frequency of consumer exposure
Effective medium of awareness advertising
Targets middle and upper classes
Photographic information (strong visual effect)
Builds company reputation and product image
Quick rise in sales
Guaranteed audience
Customers find you
Disadvantages
High costs for brief exposure
Risk from vandalism, weather conditions
Visibility issue
Stationary mode of advertising
Time insensitive
No feedback
No advantage of space
Does not target a specific market
Short term advertising tool
Limited information
Upside of Using Billboards
It may seem like a big investment. Yes, a billboard can cost you anywhere starting from $1000.
But, it will help your company build a brand image. Imagine, a stationary billboard at one
location will be noticed by all the people passing by. This will strengthen your product presence
in the market as you reach numerous target groups simultaneously. The size of the billboard
makes it impossible to not notice it. Although, your audience has a very limited time to take note
of your ad, there will be a high frequency of customers being repeatedly exposed to it. This
results in the ad automatically getting registered in their photographic memory so they will
remember it. Advertising by billboards is especially useful if you want to create product or brand
awareness for your company in the market. You do not have to go around looking for customers
because they will be attracted to the product. Think about it.
There can be some uncontrollable factors like harsh weather and vandalism that can damage
your billboard, although, chances of vandalism are less likely in traditional billboards that are
several feet above the ground. Also, if the site of your billboard is blocked by a tree or a branch,
it will hinder its visibility. Again, this is less likely because all obstacles are generally removed
when the ad is put up on the billboard. If you are looking to target a specific target group,
billboards is not for you. It does not cater to a specific segment of the market. Another
disadvantage is that you cannot ascertain whether your billboard has successfully drawn new
customers. Even though a huge space is available for advertisement, it only gives a short
message that must make a strong impact on prospective customers to stimulate sales.
By indulging in the best practices for advertising by billboards, you can ensure that you reap
more advantages of this advertising tool and minimize the disadvantages. Today, the road traffic
is 53% more than what it was 30 years ago. This means there are more people on road viewing
your advertisement so your billboard will reach out to a larger share of market within a
geographic location. Most people on roads and highways are those who can afford a car or an
automobile, which corresponds with their purchasing power. This means they can mostly afford
to buy your product too. Companies like Heineken, McDonald's, Mercedes, Berger, Calvin Klein,
The Economist, Eskom and Coca Cola have creatively used billboards. Once you adopt it,
watch your sales rise for yourself.
Read more at Buzzle: http://www.buzzle.com/articles/advantages-and-disadvantages-of-
billboard-advertising.html