(photo: an outdoor advertisement for comedy show Monty Python)
Advertising outdoors can be a great way to publicise your business or brand and raise awareness. While these ‘traditional’ mediums like billboards and buses may seem old school you might be surprised to learn that outdoor advertising has grown consistently over the last decade. Outdoor advertising is a great platform for businesses trying to reach a broader audience and works well for promotion in specific geographic areas. Outdoor advertising, when done right, can have a significant impact and demand attention.
Outdoor advertising is a great platform for businesses trying to reach a broad audience and works well for promotion in specific geographic areas. Outdoor advertising, when done right, will demand attention and have a significant impact.
The different outdoor advertising mediums can be categorized as either;
Billboards: the traditional and dominant form of outdoor advertising. Billboards can be expensive but have the potential to reach the widest audience; hence they may not be an appropriate medium for small businesses. They are most effective when displayed in an area close to the advertised business. Billboards are often used to raise awareness or as an effective complement and reinforcement for other mediums in a wider campaign.
Street Furniture: Park benches, kiosks, toilets, bins, panels, streetlights and more are all street furniture that can carry an advertising message. It can be a cost-effective method and a great way to get close to your audience.
Transit: Buses, trains, trams, taxis, airports and transit stations are some of the examples where transport can be utilized as an advertising medium. These are usually highly visible and exposed to a large audience who are often in a ‘captive’ environment – where the audience is in a situation that is impossible to not notice the ad, such as waiting for the bus.
Alternative/Ambient: There are many creative and unusual options for getting your message out there; some alternative and ambient methods include aerial billboards or signwriting, mobile billboards, brochures, posters, steps and even urinals. This method has become more common in recent years and offers the potential for highly creative advertising. While they are stale now we saw flash mobs every week for a few years, and it’s not uncommon to come across oversized products stuck onto buildings in city centers.
Also, interactive advertisements are becoming more common and allow people to connect, share and interact with advertisements like never before. Digital technology has contributed to outdoor advertising regaining relevance and becoming a flexible communication channel while retaining its large audience.
In the modern world outdoor advertising is emerging as the last mass medium best suited to effectively reach and attract an increasingly urban, mobile and digitally enabled audience.