Outdoor advertising can be an effective and cost-efficient way for companies to spread the word about their products and services. The Outdoor Advertising Association of America estimates that U.S. businesses spent more than $5.8 billion on outdoor ads in 2004, and is anticipating a modest increase in 2005.
This spike in outdoor advertising comes as Americans have more options than ever to tune-out TV and radio commercials. With TiVo, Podcasting and satellite radio growing in popularity, advertisers are increasingly heading outdoors to reach their target audiences. And they're no longer relying solely on roadside billboards to attract attention.
Mobile Billboards have been seen patrolling the streets of North County. Human Directionals (sign spinners) have taken "performance art" and capitalism to new levels on busy street corners. Cinema advertising is delivering higher quality advertainment before a movie. These non-traditional forms of advertising have unique attributes.
For instance, Mobile Billboards can drive through specific zip codes targeting key audiences. Using global positioning technology (GPS) systems, clients can track where their ad was driven and how long it stayed in a specific spot.
Below is a list of frequently asked questions regarding outdoor advertising:
What is outdoor advertising? Outdoor advertising is any attempt to reach the consumer when they're out of their home. This includes billboards; shopping mall, grocery store and health club displays; taxi tops; and bus sides, shelters and benches. Often times, the consumer is in transit to a specific destination. With outdoor advertising the possibilities seem endless. Some formats that have recently increased in popularity are: Human directionals (sign spinners), mobile billboards and cinema advertising. Outdoor advertising is often most effective as a complement to other media.
How much does outdoor advertising cost and is it worth the money?
The cost of outdoor advertising might be less than you think. The fact is, you get what you pay for. This means if you expect to reach millions of viewers on the I-5 freeway, you can expect the cost to be in line with the "reach and viewing frequency" of that board. By the same token, some non-traditional locales, such as shopping malls, gas stations and sports arenas/stadiums, may be a more practical and cost-effective option. Like most media, there is a methodology attached to pricing that is based on the size of the audience that can be reached. The bottom line is it doesn't cost anything to ask.
How should I craft my message?
Simplicity is key. Think more visuals and fewer words. Keeping the message short and to the point is the most frequently overlooked commandment for good outdoor advertising and ignoring it can nullify the effectiveness of the ad. In eight words or less, creating interest and impact are the two most important guidelines for writing billboard copy.
Do other media outlets use outdoor advertising?
When a radio station changes formats, a television channel introduces a new fall lineup or a newspaper wants to increase traffic to their website, they use outdoor to promote their cause. Why? Because it's out there. Using their own medium exclusively doesn't achieve the reach or frequency that a smart media mix can.
Outdoor advertising offers a myriad of ways to increase exposure. Whether coupled with other media, or used on its own to saturate a market, it can’t be beat. How will you use outdoor advertising today?
Mark Stanley Herrera is Principal of HERRERA MediaWorks, a Carlsbad-based advertising agency specializing in Outdoor Advertising. He can be reached at [email protected].
This spike in outdoor advertising comes as Americans have more options than ever to tune-out TV and radio commercials. With TiVo, Podcasting and satellite radio growing in popularity, advertisers are increasingly heading outdoors to reach their target audiences. And they're no longer relying solely on roadside billboards to attract attention.
Mobile Billboards have been seen patrolling the streets of North County. Human Directionals (sign spinners) have taken "performance art" and capitalism to new levels on busy street corners. Cinema advertising is delivering higher quality advertainment before a movie. These non-traditional forms of advertising have unique attributes.
For instance, Mobile Billboards can drive through specific zip codes targeting key audiences. Using global positioning technology (GPS) systems, clients can track where their ad was driven and how long it stayed in a specific spot.
Below is a list of frequently asked questions regarding outdoor advertising:
What is outdoor advertising? Outdoor advertising is any attempt to reach the consumer when they're out of their home. This includes billboards; shopping mall, grocery store and health club displays; taxi tops; and bus sides, shelters and benches. Often times, the consumer is in transit to a specific destination. With outdoor advertising the possibilities seem endless. Some formats that have recently increased in popularity are: Human directionals (sign spinners), mobile billboards and cinema advertising. Outdoor advertising is often most effective as a complement to other media.
How much does outdoor advertising cost and is it worth the money?
The cost of outdoor advertising might be less than you think. The fact is, you get what you pay for. This means if you expect to reach millions of viewers on the I-5 freeway, you can expect the cost to be in line with the "reach and viewing frequency" of that board. By the same token, some non-traditional locales, such as shopping malls, gas stations and sports arenas/stadiums, may be a more practical and cost-effective option. Like most media, there is a methodology attached to pricing that is based on the size of the audience that can be reached. The bottom line is it doesn't cost anything to ask.
How should I craft my message?
Simplicity is key. Think more visuals and fewer words. Keeping the message short and to the point is the most frequently overlooked commandment for good outdoor advertising and ignoring it can nullify the effectiveness of the ad. In eight words or less, creating interest and impact are the two most important guidelines for writing billboard copy.
Do other media outlets use outdoor advertising?
When a radio station changes formats, a television channel introduces a new fall lineup or a newspaper wants to increase traffic to their website, they use outdoor to promote their cause. Why? Because it's out there. Using their own medium exclusively doesn't achieve the reach or frequency that a smart media mix can.
Outdoor advertising offers a myriad of ways to increase exposure. Whether coupled with other media, or used on its own to saturate a market, it can’t be beat. How will you use outdoor advertising today?
Mark Stanley Herrera is Principal of HERRERA MediaWorks, a Carlsbad-based advertising agency specializing in Outdoor Advertising. He can be reached at [email protected].