Outdoor advertising

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Outdoor advertising is one of the media through which the seller (in this case the advertiser) can provide the consumer with information about the products which he has to offer. It is based on some subject, characteristic features of the product and definite substitution of the product to be sold. Billboard is the most popular form of outdoor advertising. However, there are also other forms of outdoor advertising, which can be various types of signs, moving displays and more unusual ones: skywriting, towed banners, etc. In fact, we can say that everything that is supposed to convince us to buy a product and is located behind the door of our house is a form of outdoor advertising. A common feature of all forms of outdoor advertising is to draw the attention of passers-by. Then they need to exert a strong and concise sales message in just a few seconds (R. Nelson, A. Sykes, s.57-59). Outdoor advertising is able to offer a domestic, local advertiser a flexible, convenient and, most importantly, effective method of selling their products or services. Therefore, it is a fundamental part of the annual sales plans for thousands of large and small advertisers (Various, preface).

Combination of outdoor advertising with other media

The first and very important task of outdoor advertising in conjunction with other media is to strengthen memory and improve the processing of messages that has already begun, for example, by browsing the press. That is why a poster that can be seen, for example, by a person going to a store, has such a high value. After external advertising and other forms of advertising, the last chance to create a demand for a given product or brand is obviously in the store (R. Nelson, A. Sykes, s.59).

Outdoor advertising as a tool for market coverage

Outdoor advertising in all its available forms offers great flexibility, so it can be used to cover parts or even the entire market in which the distribution of a given product occurs. It is a desirable tool not only for the local sales representative, but even for the domestic advertiser. In outdoor advertising, the coordination between advertising and product distribution is crucial when planning. It is also a practically unavoidable consequence of the special nature of outdoor advertising. Due to the fact that the manufacturer's advertisement is clearly dependent on placing the goods at the dealer, the advertisement will be not only where the market is, but also distribution (Various, chapter II).

Outdoor advertising category

The outdoor advertising category includes the following forms:

  • billboards
  • phone hooths
  • newsstands
  • taxis
  • transits

Over the past decade, outdoor advertising has also benefited from the fragmentation of television programs or, to a large extent, the opportunity to reach mass audiences (B.Schaller, s.39).

Examples of Outdoor advertising

  • Billboards: Billboards are large-scale signs usually located along highways and other busy roads. They are often used to advertise products, services, events, and more. They usually have a high-quality graphic design, which is meant to attract the attention of passers-by. Additionally, they may be accompanied by audio or video content, such as music or video clips.
  • Bus Ads: Bus ads are a type of outdoor advertising that is placed on the sides of busses. They have become increasingly popular in recent years, as they can be seen by a large number of people in a short amount of time. Bus ads are usually large and colorful, with a clear and direct message.
  • Window Advertising: Window advertising is a form of outdoor advertising that is placed on windows of buildings or cars. It is often used to promote products, services, or events in a very visible location. Window advertising can be static or dynamic, depending on the amount of space available.
  • Street Furniture Ads: Street furniture ads are advertisements placed on various items of street furniture, such as benches, bus shelters, phone boxes, and more. They are usually placed in high-traffic areas, such as near bus stops or shopping centers. They are usually colorful and eye-catching, and can be used to promote products, services, or events.
  • Digital Signs: Digital signs are a type of outdoor advertising that uses digital technology to display information. They are usually used to promote products, services, or events, and are often used in high-traffic areas. They are usually interactive and can be updated quickly, making them a great way to keep people informed of new developments.

Limitations of Outdoor advertising

  • One of the main limitations of outdoor advertising is that it is limited by the size of the ad. It is impossible to include all the detailed information about the product in a billboard, a sign or a moving display. Another limitation associated with outdoor advertising is that it is limited to a certain geographical area. Therefore, an advertiser can only advertise their product or service to a certain amount of people in a certain area.
  • Outdoor advertising also has a limited lifespan. Depending on the type of advertising, it can last for only a few days or a few months, which means that the information conveyed in the ad is quickly forgotten by the public.
  • Additionally, outdoor advertising is often limited by the regulations imposed by local governments. For example, there may be restrictions on the size and location of the ad, as well as on the type of message that is allowed to be displayed.
  • Finally, outdoor advertising can be very expensive. This is especially true for large-scale campaigns that involve billboard ads, moving displays and other types of expensive advertising.

Other approaches related to Outdoor advertising

There are a few other approaches related to outdoor advertising which can be used to draw the attention of potential customers and deliver a strong and concise sales message.

  • Direct Marketing: This approach utilizes direct mailings to potential customers, and can include postcards, brochures, or flyers. It is a highly targeted way to reach an audience and offers an opportunity for two-way communication with the customer.
  • Mobile Advertising: This approach can be used to target a larger audience, such as commuters or people in a certain area. It involves advertising on vehicles or billboards that can be moved around to reach a larger audience.
  • Event Advertising: This approach involves advertising at events like fairs, concerts, or sports games. It is a great way to reach a large audience in a short period of time.
  • Ambient Advertising: This approach involves placing ads in unexpected places, such as on the side of a building or in an elevator. It is a great way to make an impression on the audience and surprise them with a clever ad.

In conclusion, there are a variety of approaches related to outdoor advertising which can be used to reach potential customers and deliver a strong and concise sales message. These include direct marketing, mobile advertising, event advertising, and ambient advertising. Each approach has its own advantages and disadvantages, but when used properly can be a powerful tool for reaching an audience and driving sales.


Outdoor advertising — recommended articles
Advertising media — Types of advertising — Transit advertising — Below the line advertising — Advertising message — Advantages of online advertising — In store marketing — Digital media marketing — Types of websites

References

Author: Anna Jędrzejczyk

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