When you mention Outdoor Advertising people immediately think of billboards. The often colourful billboard is attention grabbing and holds the absolute power in promoting brands by using alluring graphics, attractive design and catchy phrases.

But the billboard is not the only effective outdoor advertising tool. Also under the “outdoor” umbrella are posters, banners, signage, mobile advertising and vehicle wraps. All these share similar advertising methods.          

Why Outdoor?

Many would argue that the effectiveness of outdoor advertising is difficult to measure but lately push mechanisms to measure advertising effectiveness are in abundance. Measuring success is a debate for another day - Let’s look at what benefits your business can enjoy through outdoor advertising.

Below are just some of the outdoor advertising advantages:

• Enforced Reach – exposure to Outdoor Advertising is not optional for the targeted audience. Unlike radio or television you cannot “switch off” a billboard, banner, signage etc. It is there and it captures your attention.

• Static uninterrupted messaging - Since most messages stay in the same place for a period of a month or more, people who drive by or walk past see the same message a number of times.

• Particular locations can be acquired for certain purposes. A billboard located a block in front of your business can direct people to your showroom.

• Easier to reach rural areas efficiently because there is no need for exposure to specific newspapers, televisions and radios.

• Outdoor advertising is an excellent adjunct to other types of advertising you are doing. In fact, it is most effective when coupled with other media.

• Ads are not lost in the mix of competitors and editorials

• Messages are delivered continuously and frequently

Outdoor Advertising Cons

Our analysis would be unfair if we did not look at the cons of outdoor advertising. Although very few, here are some outdoor advertising challenges: 

• Outdoor advertising is a glance medium. At best, it only draws 2-3 seconds of a reader's time.

• Messages must be brief to fit in that 2-3 second time frame. Ninety-five percent of the time, either the message or the audience is in motion.

• The nature of the way you have to buy outdoor advertising (usually a three month commitment) is not conducive to a very short, week-long campaign unless in cases where the short campaigns were arranged long in advance of the actual campaign.

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