Outdoor Advertising

What is Outdoor Advertising
Outdoor advertising means the billboards along the streets or highways, as well as advertising on benches, posters and moving objects such as taxis, buses and trains. All outdoor advertising is similar in that it reaches an audience in a particular position or environment.

Advantages of outdoor advertising

  • The message is strengthened by the principle of frequency since it stays exposed for some time. Your target audience will frequently pass by  and  continually see your  ad. Your message will become ingrained into your audience’s thinking and should eventually result in an enquiry and sale.

  • Your advertising is public so it reaches a huge audience who can’t switch it off or throw it away. It is in the public domain. They are exposed to your advertising whether they like it or not. They are a “captured” audience.

  • It is a good form of advertising, when used in conjunction with other advertising because it can highlight other areas that potential customers can seek after if they want more information.

  • You can put your ad in a location that best suits your objectives. They can be located in an area that clearly directs customers to your showroom or to where they can buy your products.

Disadvantages of Outdoor advertising

  • Most outdoor advertising allows you only a quick glance because you are passing by (usually quite fast) in a car or in a train etc.

  • The message on your billboard needs to be brief. You cannot include a lot of detail because of the  reduced  "passing by"  time frame.
  • Most outdoor advertising must be booked on a commitment of months ahead so it is not really applicable to short, low cost type campaigns. Outdoor advertising is very much hinged upon the location so make sure it is in an area with high traffic flow so that passing customers can see the billboard and get your message before they have to move on.