Outdoor Advertising, also known as out-of-home advertising, is made up of more than 100 different formats. Outdoor advertising is essentially any print or interactive advertising that reaches your current or prospective customer while he or she is outside their home.
Out-of-home advertising, therefore, 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 shopping mall). Outdoor advertising formats fall into four main categories: billboards, street furniture, transit, and alternative.
Billboard advertising is a traditional out of home advertising format, but there has been significant growth in digital display inventory and there are now more than 1,500 digital billboard displays across the United States, with more being added each month. Digital boards provide many advantages, such as no production costs, day-parting and versioning options, as well as interactive possibilities.
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. On a more local level, posters 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 impressions.
Street furniture is made up of formats such as bus shelters, newsracks, and benches.
Transit advertising is typically advertising placed on anything which moves, such as buses and taxis, but also includes fixed static and electronic advertising at train and bus stations. Airport advertising, which helps businesses address an audience while traveling, is also included in this category.
Finally, alternative advertising includes ads in stadiums, on gas pumps, bike racks, rest areas, and other non-traditional formats. Alternative advertising provides a way to address consumers in places they may not expect.
Summit Marketing can help you develop an outdoor strategy, research available inventory, negotiate rates and develop effective creative designs. No campaign is too small or too large!
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