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Out-of-home Media Advertising (a.k.a.

OOH advertising or outdoor advertising) or out-of-home


media (a.k.a. OOH media or outdoor media) is advertising that reaches the consumers while they
are outside their homes.
Out-of-home media advertising is focused on marketing to consumers when they are "on the go" in
public places, in transit, waiting (such as in a medical office), and/or in specific commercial locations
(such as in a retail venue). OOH advertising formats fall into four main categories: billboards, street,
roads, highways, transit, and alternative.[1]
The OOH advertising industry in the United States includes more than 2,100 operators in 50 states
representing the major out of home format categories. These OOH media companies range from
public, multinational media corporations to small, independent, family-owned businesses. Currently,
the United Kingdom and France are Western Europe's first and second largest markets for OOH,
respectively. Data from Outsmart (formerly the Outdoor Media Centre), the UK’s out-of-home
advertising trade association, shows that DOOH grew at a 29.7% CAGR from 2009 to 2014.[2].

Why should you use out of home advertising?


Outdoor advertising is a great way to reach people where they live, work and play.

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'll be happy to explain more — just give us a ring.


Most people spend 70% of their time outside the home.

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.

Outdoor Advertising is one of the most cost effective media formats.

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?

Out of home is one of the most memorable media.

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.

Source: Outdoor Media Center, "The Customer Journey", 2012

Comparing outdoor ads to other advertising options:


Unlike TV, radio or print, outdoor is media that cannot be turned off or put down. Viewers
cannot fast forward through an outdoor ad as it moves through their environment or they enter
the viewing range of strategically placed displays - like billboards. With TV, radio, print and the
Internet, consumers have the ability to change the channel, fast forward, turn the page (or miss
the page!) or close the browserwindow .

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!

Isn't outdoor just billboards?

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.

If you havn't heard of building illumination or mobile image projection give us a


call and we'll bring you up to speed.

Why should you choose billboard advertising?

 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.

Does Outdoor Advertising Still Work?


Opinions expressed by Forbes Contributors are their own.
Steve Olenski, Contributor
You remember outdoor advertising, don't you? And when I say
"outdoor advertising," I'm not talking about the ads on bus stops or
even on the sides of buses, for that matter. And I am also not talking
about ads that run on gas pumps, either. I'm talking about billboards.
You know those huge poster boards that dot the main highways
and byways of our great land.
I don't know about you but I am in my car for approximately 45
minutes each morning on my way to work and about an hour on my
home. And I notice bilboards. Now I readily admit I am not normal.
The reasons for this are many but in this context I say I am not normal
because I look at billboards. I study them. I notice when new ones go
up, old ones go down and when the local graffiti artist decides he or
she needs a new canvas.
So you can't go by me when asking the question "Does outdoor
advertising still work?" Being in the "biz" I look at them from a
different perspective as many of you may as well. But of course this is
not about me or you, at least in the professional vein. No this is about
me, you and our fellow consumers and whether or not billboards - be
they traditional of digital, have any impact on us when it comes to
making a purchase.
I went looking for some research and what I found was The Arbitron
National In-Car Study, 2009 edition, which is the most-recent edition
of this particular study, at least from I could gather. Either way, the
findings, I think, are very relevant and paint a very interesting picture
into the minds and psyche of the American consumer and what
impact, if any, billboards have on us when it comes to marketing and
advertising.
You can download the study in its entirety here but I wanted to share
some of the highlights, which, again, are rather interesting.
Now the first thing to know is we spend a lot of time in our cars. On
average each of us spends upwards of 20 hours per week and travel
more than 200 miles per week. Now of course what this all means is there
is ample time for us to be exposed to all sorts of billboard advertising. The
question, of course, is do we pay attention to it and if so, does it cause us to make
a purchase?

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.

As to exactly what information we are gleaning from a billboard varies as


according to the study more than half of billboard viewers aged 18 or older have...

 Learned about an event they were interested in attending (58%)

 Learned about a restaurant they later visited (58%)

 Talked about something funny they saw (56%) on a roadside billboard

 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.

Ok, now what about purchase decision and influence?

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

 50% reported receiving directional information from a billboard

 24% said they have immediately visited a business because of an outdoor ad


message

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

- Target reach and frequency

- You can select your target by areas (not by people) of demographic interest, creating flexibility

- Reinforces messages brought to the consumer by other forms of media TV , Magazines)

- Great for creating awareness

- Creative opportunities are limitless

Disadvantages

- Almost impossible to focus in on a specific target market

- High cost

- Outdoor advertising is very easy to overlook

Now we’ll take a look at some of the most creative outdoor ads I found today.

Advantages and Disadvantages of Billboard Advertising to Be Noted


While billboard advertising can be a very effective promotion tool for your product or service, it
comes with its pros and cons. Are you aware of them? Check out the good and the bad on
billboard advertising before you put your ad up there.
Read more at Buzzle: http://www.buzzle.com/articles/advantages-and-disadvantages-of-
billboard-advertising.html

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.

Downside of Using Billboards

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

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