Outdoor advertising still works

Transit and Outdoor advertising is an important component of local advertising. My favorite use of Outdoor is buying a billboard next to the client’s location if possible. Transit ads are more prevalent in Denver since we have a full bus system and ads on the light rail trains.

Here are the advantages and disadvantages of Outdoor ads.

Outdoor Advertising Advantages

Attention Grabbing: The combination of size, color and illumination attracts attention.

Strategic Placement: Billboards can be placed in high-traffic areas or other strategic locations, while transit signs can be affixed to the backs and sides of buses, in bus stops, and in rail stations.

Low Cost: Based on research by the Outdoor Advertising Association of America, Outdoor’s cost-per-thousand is significantly lower than any other advertising medium.

Building Word of Mouth: Billboards can generate curiosity in “teaser” campaigns.

Full-Time Audience: Outdoor’s message can appear year-round. For additional fees, outdoor advertisers can purchase evening lighting – or in some cases, even 24-hour illumination.

Directional: Billboards can be used as directionals, guiding consumers to the location of a given business.

Awareness: If you want to build name recognition for a new bank, political candidate, or radio station, you can use Outdoor and Transit ads to increase awareness of a logo or name. It must be very, very simple message supported by other media to raise awareness levels.

Outdoor Advertising Disadvantages

Brevity: Billboard companies generally recommend no more than seven words on a billboard, or people speeding by will not have time to read the message. Yet I see advertisers forget this concept and put up an ad with twelve words and a phone number and a website address! Not good.

Limited Availability: Prime outdoor locations (in high-traffic areas) often are controlled by large, long-term advertisers. Construction of new billboards is restricted by costs, space availability, and sometimes-rigid municipal codes and environmental regulations.

Low Recall: Commuters behind the wheel and other potential customers are exposed very briefly to outdoor messages, minimizing message retention. Such adverse conditions as heavy traffic or bad weather also can limit message impact and recall.