6 benefits of outdoor advertising

What type of advertising can be experienced 24 hours a day, seven days a week, isn't encompassed by editorial, programming or photographs, and can be targeted to reach specific audiences by neighborhood?

If you guessed outdoor, you're right. Outdoor advertising includes billboards, posters, airport ads, bus signs, mall posters transit shelters, stadium signs, bench advertising and more. It is estimated that there are more than 40 types of outdoor advertising, with billboards being the most widely recognized media.

Outdoor advertising also has another advantage, which is cost, opening the door for all advertisers - small or large. Outdoor advertising is 80 percent less expensive than TV, 60 percent less expensive than newspapers and 50 percent less expensive than radio.

Unlike other advertising mediums, the audience viewing outdoor advertising is often bored, looking for something to read. This is what makes a moving billboard, like a bus, so interesting, compellingly creative and memorable. Creativity is the key element in outdoor advertising.

Outdoor is considered to be one of the oldest advertising mediums, yet technology has provided the opportunity to develop creative, eye-catching messages. High-impact billboards now include tri-vision signs which allow three advertising messages per location, 3-D images, and even interactive billboards. 

For example, a company in Cape Town allows drivers to switch messages on their billboard by using their own garage remote controls. The message must have been targeted at commuters, not residents.

Another advantage that technology has provided is an incredible reduction in time to print ads. Signs that previously took 40 hours to paint can now be printed in just two hours by printing on continuous inkjet printers.

Case studies prove the right message in the right place at the right time generates sales. Whether promoting new or existing products, both local and national companies know by dominating the medium and moving the message closer to the customer's purchase decision, billboards work.

The benefits of outdoor advertising are almost endless, but for time sake we have compiled a list that, in our opinion, are the top 7 benefits of outdoor advertising.

Outdoor Adverting is high impact

Unlike other mediums, outdoor advertising does not need tobe invited in. Outdoor advertising is part of the environment, therefore cannot be turned off like television and radio. The viewer has no control over whether they see it or not giving your campaign more impact for a longer period of time than the viewer may expect.

It sure demands attention

Outdoor stands alone so it doesn’t have to compete with other ads like other mediums. Often big in size, outdoor advertising makes itself very visible at both close and large distances. They tend to also be creative and expressive which tends to gain more attention amongst consumers.

It can be cost-effective

Outdoor advertising delivers a high Return of Investment in all categories and the higher the budget spent on outdoor advertising the larger the ROI.

It has a high reach with the audience

This is a great marketing platform for brands or business that are trying to reach a broader audience. Outdoor advertising is public andhas access to consumers that can sometimes be difficult to reach. Like younger users, busy business people and lower-income consumers may not have access to traditional mediums, so outdoor advertising is a great way to reach them.

It impacts the path of purchase

70% of purchases are occurring outside of the main shopping and retail centers. Location is everything when it comes to outdoor advertising because it impacts across all stages of the Path-to-Purchase.

It is a team player in the marketing industry

Outdoor advertising can and has been proven, to work best with other mediums. The impact and reach of outdoor advertising is greater and can remind the consumer of the message across other media.

Outdoor advertising can offer brands and companies a fresh and creative approach to reaching consumers.  If you’re interested in one of the benefits listed above to the right thing today and see how it can help you with your outdoor advertising.