On your way to work this morning, did you happen to notice any outdoor advertisements? Let’s be more specific: how many billboards did you see? How many billboards do you remember passing and noting their message? Did one of the messages you encountered make you want to make a purchase?
According to the Arbitron National In-Car Study (2009 edition), billboards have an impact on consumers in regard to marketing and advertising. Because the average American spends about 20 hours per week in his car, and he travels more than 200 miles each week, there is ample time for outdoor advertising exposure. But, do we pay attention to it? And, for those of us who pay attention, does it make us want to make a purchase? According to the study, 71% of us “often look at the messages on roadside billboards (traditional and digital combined) and more than one-third (37%) report looking at an outdoor ad each or most of the time they pass one.”
What do you think of when you hear the words ”outdoor advertising?” No matter your answer, what you know about this medium for advertising will probably change, and it’s liable to continue changing. This is both beautiful and intimidating for the businessperson. Continue reading »
A recent study entitled Advertising Bans and the Substitutability of Online and Offline Advertising, published in the April issue of the Journal of Marketing Research reveals that in the age of the world wide web, it turns out that banning billboard advertisements for alcohol, cigarettes and drugs are useless. Criticism for these types of traditional ads take the place of the ever growing online advertising, which frequently make traditional ad more effective. In a perverse bottom line, changes in online advertising effectiveness are related to offline ad restrictions.
Outdoor advertising is one of the oldest mediums to date and new technologies make this platform one of the most cost-effective, high-impact platforms available, which opens the door for all advertisers — small or large. Outdoor Advertising provides broad coverage to everyone who goes outside of the home to work, school, shop, or play.
The growth of outdoor advertising includes the use of non-traditional advertising formats, including; public transit vehicles such as; buses and cabs, bus shelters, kiosks, airports and large billboards increasing exposure to consumers. The key to advertising effectively is to identify the amount of exposure ads will receive by its target market. Consumers areexposed to large amounts of advertising 24 hours a dayand must decide which advertisements to screen out and which to process. Outdoor advertising cannot be avoided or shut off which is a serious issue faced by both broadcast and print media, resulting in less money wasted on consumers outside the target audience. Outdooradvertisements are seen in a setting where there is less competition for people’s attention, increasing their ability to be noticed over the competition producing quicker results. Millions of dollars are spent creating colorful eye-catching ads that are seen around the clockinfluencing the message retention with the consumer. Continue reading »
There’s no doubt about it—despite the proliferation of Internet banner advertising, traditional billboard advertising continues to garner attention when it comes to a company’s overall marketing strategy. While banner advertising—the placement of ads about relevant web pages across the internet—is relatively cheap, versatile, and has the potential to reach a targeted and global audience, billboards remain an important marketing means. In 2008, the outdoor advertising industry grossed nearly $7 billion, proving its worth as a viable marketing option.