Chapter 11

Outdoor Advertising

Outdoor Advertising

It refers to advertising activities of a marketer through the use of public display media.

-Static outdoor media: Posters & Painted Bulletins.

-Mobile outdoor media: Mobile billboards, on vehicles etc.

Types of Outdoor Advertising

Signs: Informational, Directional, Imagery Posters Hoarding/Billboards: Bulletin & Poster panel In Store Media Balloons Inflatable's Advertising at Airports Mass Transit advertising Mobile Billboards

Benefits of Outdoor Advertising

Reaches more viewers Cost Efficiency Proximity to the purchase location Scope for creativity Reach specific target customers Captive Audience Constant Exposure Longevity Enhances the effectiveness of other media

Outdoor Pros and Cons

Advantages

Disadvantages

Broad coverage Frequency Geographic flexibility Low CPM Creativity Reminder Brand ID

Waste coverage Short messages Wearout Total cost Measurement (TAB) Image

OUTDOOR ADVERTISING
Why Outdoor advertising? Because people see outdoor advertising: The number of cars is rapidly growing, transportation becomes more difficult with more traffic jams this creates extra exposure opportunities and rises outdoor advertising importance; People spend more time out of their homes working, studying, entertaining they have more chances to note outdoor advertising; Growing number of media channels (more TV channels, radio stations, printed media) makes it more difficult to plan and organize an effective campaign; Outdoor advertising is the least fragmented market, thus your brand will be noticed!

OUTDOOR ADVERTISING
A day of a modern person: Time spent home and out of home (hours)

20.0

7.1

8.4
outdoor

9.0

15.0

7.9
10.0

6.3
home

6.4

It is specially important that the Sleeping time stays the same. It means that people spend less time at home.

5.0

8.4

9.5

sleeping

8.4

0.0

All adults

15-34 y.o.

Working

Kategorijos, kurias nort pasiekti kiekvienas reklamuotojas

06:30 - 07:00

07:30 - 08:00

08:30 - 09:00

09:30 - 10:00

Working / studying

10:30 - 11:00

11:30 - 12:00

A day of modern young person: Time spent at home and outdoor.

12:30 - 13:00

Out of home

13:30 - 14:00

14:30 - 15:00

15:30 - 16:00

16:30 - 17:00

TV

OUTDOOR ADVERTISING

17:30 - 18:00

It becomes increasingly difficult to catch young people at home

18:30 - 19:00

19:30 - 20:00

20:30 - 21:00

21:30 - 22:00

22:30 - 23:00

23:30 - 00:00

ADVANTAGES OF OUTDOOR ADVERTISING

Outdoor advertising catches those who are unreachable by other media business people, young and teenage audience, people with higher income. It is really democratic media because irrespectable of our income, native language, favorite TV channels, programs, working time or social status we use the same streets. Outdoor advertising structures are natural city architecture elements, which do not require extra attention.

Advertising in other media is normally considered to be a negative extra (TV or print). Outdoor advertising is noticed without any special attention and without distracting from your normal functions.

Hoarding of Airlines

Media & Entertainment

TEASER CAMPAIGN

SPORTS