Outdoor Advertising

Monday, December 12, 2022

Outdoor (Out-of-Home) Advertising in 2023, Definition, Types & Examples

Outdoor advertising, also known as out-of-home (OOH) advertising, is any form of advertising in outdoor public spaces, including streets, sidewalks, transit systems, parks, buildings, and other public venues. Examples of outdoor advertising include billboards, street furniture, public transit signage, and kiosks.

Outdoor advertising is an effective way to reach your target audience. It’s a great way to promote your business or product to a large number of potential customers. As outdoor ads are very visible, they can be seen as far as the eye can see and be used to inform people about your business in an attractive and attention-grabbing way.  

Outdoor advertising comes in a variety of forms, from billboards to signs to vehicle wraps. One of the most popular types of outdoor advertising is billboard advertising. Billboards are large signs that are placed in high-traffic areas, such as along highways and roads. Billboards can be used to promote a single product or a brand as a whole. They are also used to inform people about upcoming events or sales.  

Another type of outdoor advertising is bus shelter ads, which are placed on or near bus stops in busy areas. These ads can be used to promote business or products and can be used to target people who use public transportation. Bus shelter ads are great for targeting a specific demographic, such as students or commuters.  

Another type of outdoor advertising is street furniture advertising, which is often seen in urban areas. This form of advertising uses benches, bus shelters, and newspaper kiosks to display ads. Street furniture ads are great for targeting people in busy city environments, as they can be seen by many people walking or driving by.  

Outdoor advertising is an effective way to get your message out to the public and it can reach a wide variety of people. It’s an attractive way to promote your business or product and can help you get noticed in a big way.  

Outdoor advertising can be expensive, but it can be worth the cost if you have the budget. Depending on the type of ad you choose, you could end up spending anywhere from a few hundred to a few thousand dollars. It’s important to remember that outdoor advertising isn’t always a one-time investment; it’s something that needs to be maintained in order to keep the message fresh and draw attention to your business.  

Outdoor advertising is an effective way to reach a large number of people and can be used to promote your business or product. With a variety of options available, it’s important to find the right type of advertisement for your business. If done correctly, outdoor advertising can be a great way to get people talking about your business or product.

Facts About Outdoor Advertising

  1. Outdoor advertising is still very popular even in the age of digital media.

  1. Outdoor advertising is an effective way to reach a large audience in a short amount of time.

  1. Outdoor advertising includes billboards, bus wraps, posters, and more.

  1. Outdoor advertising is often the preferred mode for local businesses who are looking to reach their target audience quickly.

  1. Studies have shown that outdoor advertising can increase foot traffic and sales for businesses.

  1. Outdoor advertising is cost effective, as it reaches many people at a lower cost than other forms of advertising.

  1. Outdoor advertising has been proven to be more memorable than other forms of advertising.

  1. Outdoor advertising is an effective way to create brand recognition, as it allows businesses to showcase their message and branding in an eye catching manner.

  1. Outdoor advertising can also be used to reach specific target markets, as specialized ads can be placed in specific locations.

  1. Outdoor advertising is an ever-evolving medium, with new technologies and materials allowing for more dynamic and eye-catching ads.

Outdoor Advertising Statistics by 2022

According to a recent report by P&S Market Research, the global outdoor advertising market is estimated to reach $45.09 billion by 2022, growing at a CAGR of 4.7%. This growth is based on increasing consumer demand for better advertisement experiences and the rising consumer preference for outdoor advertising as a cost-effective marketing solution.  

The report also found that large-format posters and hoardings are expected to remain the most popular type of outdoor advertising during the forecast period. Digital display screens, on the other hand, are expected to grow at the highest CAGR of 5.3% during the same period. 

Furthermore, the report finds that the Asia-Pacific region will continue to be the largest outdoor advertising market throughout the forecast period, with revenue of $20.06 billion in 2022. This growth is mainly attributed to the increasing economic development and technology adoption in the region’s key countries, such as China, India, and Japan. North America is estimated to be the second-largest market in terms of revenue, followed by Europe.  

Finally, the report predicts that automotive and transportation, followed by the retail sector, will be the two largest industries in terms of outdoor advertising expenditure in 2022.

Characteristics of Outdoor Advertising

1.High Visibility: Outdoor advertising has a high visibility due to its location in highly visible locations such as city centers, highways, bus stops, etc.

2.Cost-Effective: Outdoor advertising is one of the most cost-effective forms of advertising available. It is more cost-effective than other forms of traditional advertising, such as radio or television advertising.

  1. Creative Freedom: Outdoor advertising offers more creative freedom than other forms of advertising because it allows for more experimentation with design and color.

  1. Long-Lasting: Outdoor advertising can remain visible for long periods of time, providing a continuous ad campaign that reaches potential customers.

  1. Flexibility: Outdoor advertising offers a great deal of flexibility as it can be changed easily and quickly in order to reach a new target audience.

6.Impactful: Outdoor advertising has the potential to be impactful. The large size and high visibility of outdoor advertising ensures that the message reaches a wide audience.

Types of Outdoor Advertising

  1. Billboard Advertising: Billboard advertising is an effective way of reaching a large audience with a single message. It uses large, eye-catching posters located in important places to grab people's attention and deliver a strong message.

  1. Street Furniture Advertising: Street furniture advertising is a form of outdoor advertising that uses benches, bus shelters and other public spaces to promote products and services. These ads are strategically located in high-traffic areas to capture the attention of pedestrians and commuters.

  1. Vehicle Wraps: Vehicle wraps are a great way to get your message out on the streets. They’re essentially large vinyl decorations that can be applied to cars, buses, or vans to turn them into mobile billboards.

  1. Transit Advertising: Transit advertising is advertising that appears inside or on the outside of public transportation vehicles, such as buses, subways, and ferries. Transit ads often combine eye-catching visuals with clever copy to create a memorable message.

  1. Outdoor Digital Advertising: Outdoor digital advertising is a form of advertising using digital screens, kiosks, and other displays located outdoors. This type of advertising allows marketers to capture the attention of passersby with dynamic visuals, interactive content, and engaging messages.

Rates and Costs of Outdoor Advertising

Rates for outdoor advertising vary depending on factors like location, size, placement, and duration. Costs can range from a few hundred to several thousand dollars per month.

Examples of outdoor advertising rates and costs from various countries and types include:

United States: Billboard advertising rates in the United States can range from $750–$25,000 per month. Bus shelter ads can cost between $1,000–$2,500 per month.

United Kingdom: Rates for billboard advertising in the United Kingdom range from£400–£7,000 per month. Bus shelter ads typically cost £150–£400 per month.

Australia: Billboard advertising in Australia ranges from $700–$15,000 per month. Bus shelter ads can cost between $400–$1,500 per month.

Asia: Billboard advertising in Asia can cost from $500–$10,000 per month. Bus shelter ads typically cost $200–$500 per month.

Digital: Digital billboard advertising can cost anywhere from $750–$6,000 per month. Digital street furniture (kiosks and screens) ads typically cost between $500–$2,500 per month.

Advantages of Outdoor Advertising

  1. Cost-Effective: Outdoor advertising is one of the most cost-effective forms of advertising. It is affordable to create and can reach a wide audience.

  1. Impactful: Outdoor advertising is designed to be eye-catching, making it memorable and impactful.

  1. Versatile: Outdoor advertising can be used in a variety of locations, such as streets, buildings, parks, and public transportation.

  1. Reaches a Wider Audience: Outdoor advertising reaches a broader audience than other types of campaigns, including commuters and tourists.

  1. Highly Targetable: Outdoor advertising can be targeted to specific audiences and demographics, allowing for more focused campaigns.

6.Long-Lasting: Outdoor advertising has a longer shelf-life than other forms of advertising, as it is typically seen for a long period of time.

  1. Multi-Platform: Outdoor advertising can be combined with other forms of advertising, such as print, radio, and television.

Disadvantages of Outdoor Advertising

  1. Durability: Outdoor advertising is not as durable as other forms of advertising. It can be damaged by weather, pollutants, graffiti, or simple neglect.

  1. Reach: Outdoor advertising may not reach as many people as other forms of advertising. This is because outdoor ads are only visible when people are in the area, so they may not reach people who live far away.

  1. Cost: Outdoor advertising can be expensive and is often not within the budget of some businesses.

  1. Clutter: Outdoor advertising can be seen as intrusive or distracting, leading to many people ignoring or avoiding it.

  1. Limited Audience: Since outdoor advertising is visible only to those who are in the immediate area, it may not reach the intended target audience effectively.

Pros and Cons of Outdoor Advertising

Pros:

-Cost-efficient compared to other advertising methods

-High visibility and reach

-Targets a wide variety of people

-Can be used to promote a brand or message quickly

-Provides a physical presence in the market

-Can target a specific geographic location

-Can be used to create awareness of a product or service

Cons:

-Can be expensive for large campaigns

-Impact is difficult to measure

-Cannot target a demographic as accurately as other media

-Outdoor advertising can be lost in the clutter of other ads

-Weather conditions can limit visibility and impact

-Outdoor advertising is often fleeting, with short life-spans and limited exposure

How Effective is Outdoor Advertising?

Outdoor advertising can be a highly effective form of marketing. Research shows that it reaches a large audience and can create high levels of awareness and recall. Outdoor ads also have the potential to influence people's behaviour, including increasing brand loyalty and creating an interest in purchasing products and services. Furthermore, outdoor advertisements can often be targeted to specific audiences with greater precision than other media channels.

ROI for Outdoor Advertising

ROI (Return on Investment) for Outdoor Advertising will depend on a variety of factors, such as the type of ad, the target audience, the placement and size of the ad, and the duration of the campaign. Generally, outdoor advertising tends to have a higher ROI than other media forms due to its high visibility, reach and potential for targeting specific audiences. Additionally, outdoor advertising is often cheaper than other forms of media and can be used in combination with other media platforms. Research indicates that Out-of-Home (OOH) media has an average ROI of 3.5 times the original investment, with campaigns often yielding returns between five and seven times the original investment.

Latest Trends in Outdoor Advertising

  1. Digital Billboards: Digital billboards are replacing static signs as the premier form of outdoor advertising. They offer greater flexibility and a sharper, more eye-catching image.

  1. Experiential Activations: Companies are using experiential activations to engage customers more meaningfully. Companies leverage interactive elements and creative activities to engage with consumers in an exciting and memorable way.

  1. Vehicle Wraps: Vehicle wraps are becoming increasingly popular in outdoor advertising. Companies use them to get their brand and message to a wider audience.

  1. Street-Level Advertising: Street-level advertising is gaining traction as an effective way to reach potential customers in dense urban areas. It’s particularly powerful when used in combination with digital displays and printed elements.

5.Guerilla Advertising: Guerilla marketing is a great way to spark conversation and get people talking about your product or service. It utilizes unexpected tactics to capture people’s attention and stick in their memory.

6 Things You Need to Know When Launching an Outdoor Advertising Campaign

1.Research your target audience: Before launching an outdoor advertising campaign, it’s important to conduct research to determine your target audience. This information will help you select the best locations for your advertisements and ensure your message resonates with your desired demographic. 
2.Choose the right ad type: You’ll want to decide if you’d prefer to use billboards, bus shelters, street furniture, or other ad types. Factors like budget, audience reach, and location will play a role in your decision. 
3. Think about visibility: When selecting a location for your outdoor advertisement, you’ll want to consider how visible it will be. Is there a lot of foot traffic? Is the ad placed in a highly visible area? These factors will play a role in the success of your campaign. 
4. Select locations carefully: Carefully select locations for your outdoor ads to ensure they reach the right people. You may want to target a particular demographic or geographic area, so research potential locations accordingly.
5. Utilize multiple platforms: Outdoor advertising doesn’t just include physical ads. You may also consider online ads, radio spots, and other forms of advertising to maximize your reach. 
6.Monitor the results: Once your outdoor advertising campaign is underway, you’ll want to monitor the results. Track your ad’s reach, examine the response rate, and adjust your strategy as needed to achieve the best results.

 

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