Outdoor Advertising

Introduction
WHAT IS OUTDOOR ADVERTISING?
 Any advertising done outdoors that publicizes your
business's products and services. Types of outdoor
advertising include billboards, bus benches, interiors
and exteriors of buses, taxis and business vehicles, and
signage posted on the exterior of your location.

 Out of Home advertising (or OOH advertising, OOH

Media) is advertising that reaches the consumer while
they are outside the home.
WHAT IS ADVERTISING?
 Out of Home advertising is focused on marketing to
consumers when they are "on the go" in public places, in
transit, waiting (such as in a medical office), and/or in
specific commercial locations (such as in a retail venue)
MEDIUMS OF OUTDOOR ADVERTISING
 OOH advertising formats fall into three main categories: billboards,
street furniture & transit.

 Billboard advertising is a traditional OOH advertising format, but

there has been significant growth in digital OOH (digital billboards
and place-based networks) in recent years; for example, about 4,900
digital billboard displays have been installed in the United States.

 Street furniture is made up of formats such as bus shelters,

newsracks, mall kiosks, and telephone booth advertising. This form
of OOH advertising is mainly seen in urban centers. Additionally,
this form of advertising provides benefits to communities, as
building and maintaining the shelters people use while waiting for
the bus.
MEDIUMS OF OUTDOOR ADVERTISING
 Transit advertising is typically advertising placed on anything which
moves, such as buses, subway advertising, truckside, food trucks
and taxis, but also includes fixed static and electronic advertising at
train and bus stations and platforms. Airport advertising, which
helps businesses address an audience while traveling, is also
included in this category. Municipalities often accept this form of
advertising, as it provides revenue to city and port authorities.
TYPES OF OUTDOOR ADVERTISING
 Non- digital OOH

 Digital OOH
NON- DIGITAL OOH MEDIUMS
 Aerial advertising is a form of advertising that incorporates the use
of aircraft, balloons, airships, or drones to create, transport, or
display, advertising media. The media can be static, such as a
banner, logo, lighted sign or sponsorship branding. It can also be
dynamic, such as animated lighted signage, skywriting, or audio.
NON- DIGITAL OOH MEDIUMS

sky writing

Hot Air Balloon

NON- DIGITAL OOH MEDIUMS
 Airship advertising: An airship can provide one of the physically
largest out-of-home advertising platforms.
NON- DIGITAL OOH MEDIUMS
 Billboard bicycle is a new type of mobile advertising in which a
bike tows a billboard with an advertising message. This method is a
cost efficient, targeted, and environmentally friendly form of
advertising.
NON- DIGITAL OOH MEDIUMS
 Brochure Distribution - Information displays in public gathering
spaces such as transportation centers, lodging facilities, visitor
centers, attractions, and retail environments are targeted ways to
distribute highly effective messaging to a targeted audience. This
method is slightly different than traditional OOH as the consumer
self selects the messaging material and can take that message with
them.
NON- DIGITAL OOH MEDIUMS
 Bulletin - Bulletin billboards are usually located in highly visible,
heavy traffic areas such as expressways, primary arteries, and major
intersections. With extended periods of high visibility, billboard
advertisements provide advertisers with significant impact on
commuters. This is the largest standard out of home advertising
format, usually measuring at 11x48 in overall size.
NON- DIGITAL OOH MEDIUMS
 In bus advertising, buses and their related infrastructure is a
medium commonly used by advertisers to reach the public with their
message. Usually, this takes the form of promoting commercial
brands, but can also be used for public campaign messages.
NON- DIGITAL OOH MEDIUMS
 Commuter rail display - Reaches a captive audience of upscale
suburban commuters. Additionally, reaches lunch-time patrons,
shoppers and business professionals.
 In India it usually reaches the working class and students the most.
NON- DIGITAL OOH MEDIUMS
 ComPark advertising - ComPark is a device used for car park
advertising; which is placed onto the parallel lines of a bay and is
able to gain instant exposure from motorists that have just parked
their vehicle. The ComPark also serves as a guide to assist motorist
in adhering to the parking bay size.
NON- DIGITAL OOH MEDIUMS
 Lamppost banner advertising - Lamp columns are sited
everywhere, allowing advertisers and events to use banners to target
precise geographical locations and create massive promotional
awareness.
NON- DIGITAL OOH MEDIUMS
 Mobile billboard - Mobile billboards offer a great degree of
flexibility to advertisers. These advertisements can target specific
routes, venue or events, or can be used to achieve market saturation.
A special version is the inflatable billboard which can stand free
nearly everywhere. This product can also be used for outdoor movie
nights.
NON- DIGITAL OOH MEDIUMS
 Postcards - Free advertising postcards available in venues such as
cafes & bars, arts & cultural institutions, universities and high
schools. Postcards are taken from a specially designed display unit
with signage indicating the postcards are free for the general public
to take.
NON- DIGITAL OOH MEDIUMS
 Poster - Target local audiences with these billboards, which are
highly visible to vehicular traffic and are ideal for the introduction
of new products/services. Marketers use posters to achieve
advertising objectives and increase brand awareness by placing
multiple units in strategic locations while lowering the cost per
thousand impressions.
NON- DIGITAL OOH MEDIUMS
 Premier panel - Premiere panels combine the frequency and reach
of a poster campaign with the creative impact of a bulletin.
NON- DIGITAL OOH MEDIUMS
 Premier square - Bright top and bottom illumination on a premiere
panel provide extra impact after dark.
NON- DIGITAL OOH MEDIUMS
 Street advertising - The use of pavements and street furniture to
create media space for brands to get their message onto the street in
a cost-effective approach.
NON- DIGITAL OOH MEDIUMS
NON- DIGITAL OOH MEDIUMS
NON- DIGITAL OOH MEDIUMS
NON- DIGITAL OOH MEDIUMS
 Taxi advertising - Taxi advertising allows advertisers to highlight
their products, whether brand awareness, or a targeted message,
directly to areas where people work, shop, and play.
NON- DIGITAL OOH MEDIUMS
 Wallscape - Wallscapes are attached to buildings and are able to
accommodate a wide variety of unusual shapes and sizes. These
billboard advertisements are visible from a distance and provide
tremendous impact in major metro areas.
NON- DIGITAL OOH MEDIUMS
NON- DIGITAL OOH MEDIUMS
NON- DIGITAL OOH MEDIUMS
 Other types of non-digital OOH advertising include airport displays;
transit and bus-shelter displays; headrest displays; junior posters;
and mall displays.
DIGITAL OOH MEDIUMS
 Digital Out of Home (DOOH) refers to dynamic media distributed
across placed-based networks in venues including, but not limited
to: cafes, bars, restaurants, health clubs, colleges, arenas, gas
stations, convenience stores, barber shops, and public spaces.

 DOOH networks typically feature independently addressable

screens, kiosks, jukeboxes and/or jumbotrons.

 A Jumbotron, sometimes referred to as Jumbovision, is a large-

screen television using technology developed by Sony, typically
used in sports stadiums and concert venues to show close up shots
of the event.
DIGITAL OOH MEDIUMS
 DOOH media benefits location owners and advertisers alike in
being able to engage customers and/or audiences and extend the
reach and effectiveness of marketing messages.

 It is also referred to as Digital Signage.

DIGITAL OOH MEDIUMS
 Every day more TV viewers are skipping past commercials with
their DVRs (digital video recorders), making out-of-home
advertising all the more appealing.

 A Nielsen media research study in 2009 showed that 91 percent of

DVR owners skipped commercials. As a result, traditional TV
advertisers are hungry for an effective substitute, and digital out-of-
home ads appear to be one of the solutions.

 Digital out of home advertising seems to be a cost-effective way for

promoting or marketing any brand or product. Usage of billboards
and displays for brand promotion is a less expensive way of
advertising than television, radio, newspapers and other mediums.
DIGITAL OOH MEDIUMS
 DOOH also includes stand-alone screens, kiosks, and interactive
media found in public places.

 The availability of inexpensive LCD screens with built-in media

players has opened the door for companies to add interactive video
messages in point of purchase (POP) displays. The displays allow
consumers to get additional information at the moment of decision
on a product or service.

 Growth in the DOOH industry has been increasing in 2009, with

more POP manufacturers, advertisers, and content developers
moving to digital.