When people think of Outdoor Advertising, they usually think of the colorful billboards along our streets and highways. Included in the “outdoor” classification, however, are benches, posters, signs and transit advertising (the advertising on buses, subways, metros, taxicabs and trains). Though there are different types of outdoor advertising options.
A special reference needs to be made of Wall Advertising, which is particularly used in both rural as well as urban areas. They all share similar advertising rules and methods. Outdoor advertising reaches its audience as an element of the environment. Unlike newspaper, radio or TV, it doesn’t have to be invited into the home. And it doesn’t provide entertainment to sustain its audience.
Advantages of Outdoor Advertising:
Reach to Audience – People can’t “switch it off ‘or “throw it out. People are exposed to it number of times when they walk past or drive by whether they like it or not. In this sense, outdoor advertising truly has a “captured audience.”
Size and dominance – A billboard can show the celebrity or the product bigger than life
Colour – Different colours can be used to make outdoor ad more effective.
Mass Seeing- Most messages stay in the same place for a period of a month or more, people who drive by or walk past see the same message a number of times.
Zoning – Through a billboard each town or zone can be reached.
Disadvantages of Outdoor Advertising:
Outdoor advertising is a glance medium. At best, it can only draw 2-3 seconds of a reader’s time.
Messages must be brief to fit in that 2-3 second time frame. Ninety-five percent of the time, either the message or the audience is in motion.
The nature of the way you have to buy outdoor advertising (usually a three month commitment) is not conducive to a very short, week-long camp