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Facts
Street Advertising Facts
- Outdoor Advertising is a proven way of increasing sales and attention for your brand... Find out how Outdoor Advertising can help you here!
- UK Citizens spend an average of 20 hours a week in their cars and travel more than 200 miles. Persons aged 18 to 54 spend more time and travel more miles than average per week.
- 71% of travelers often look at the messages and adverts on outdoor billboards and poster sites and more than 37% report looking at outdoor advertising each or most of the time they pass a site.
- People who view Outdoor Advertising recall seeing a wide range of information thats actionable including shops and restaurants they later visited or saw events they wanted to attend.
- Nearly 3/4 of viewers of Outdoor Advertising shop on their way home from work and more than 2/3 make their shopping decision while on their way home. These are all times when Outdoor Advertising can influence their decision.
- Nearly 1/4 of Outdoor Advertising Viewers say they were motivated to visit a particular shop that day because of an outdoor advertising message and nearly 1/3 visited a retailer they saw on an Outdoor Advert later that week. 1/2 of viewers of Outdoor Advertising reported receiving directional information and 1/4 said they immediately visited a business because of an outdoor advertising message.
Here are some Reasons for using Outdoor Advertising:
- In 1998, 83% of the UK's Top 100 Advertisers used Outdoor Advertising and this increased to 95% by 2008
- Outdoor Advertising Revenue has risen by 67% since 1998
- Outdoor Advertising is the fastest growing traditional medium in the UK
- Everyone who leaves their house and walks, drives or rides public transport is exposed to Outdoor Advertising. You don't have to turn it on, tune into it or click a mouse or flick a page, it's there for everyone to see and it's free.
- Outdoor Advertising delivers £1.33 in incremental sales for every £1 spent!
Check out the article: Outdoor Advertising delivers!
Out-of-home advertising (or outdoor advertising) is made up of more than 100 different formats, totalling £6.99 billion in annual revenues in 2008 in the UK. Outdoor advertising is essentially any type of advertising that reaches the consumer while he or she is outside the home. This is in contrast with broadcast, print, and Internet advertising.
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 retail venue). Outdoor advertising formats fall into four main categories: billboards, street furniture, transit, and alternative.
Digital Out Of Home - DOOH
Digital out-of-home refers to dynamic media distributed across placed-based networks in venues including but not limited to cafes, bars, restaurants, health clubs, colleges, arenas and public spaces. DOOH networks typically feature independently addressable screens, kiosks, jukeboxes and ATM's. DOOH media benefits location owners and advertisers alike in being able to engage customers and/or audiences and extend the reach and effectiveness of marketing messages. It is also referred to as Digital Signage.
DOOH also includes stand-alone screens, kiosks, and interactive media found in public places. The availability of inexpensive LCD screens with built-in media players has opened the door for companies to add interactive video messages in Point of Purchase (POP) Displays. The displays allow consumers to get additional information at the moment of decision on a product or service. Growth in the DOOH industry has been increasing in 2009, with more POP manufacturers, advertisers, and content developers moving to digital.
Non-Digital Out Of Home - Non-Digital out-of-home refers to other types of media distributed across physical spaces. These are:
Bulletin - Bulletin 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.
Bus Advertising - Firmly establish brand awareness and generate quick recall with high profile exposure near point of purchase locations.
Commuter Rail Display - Reaches a captive audience of upscale suburban commuters. Additionally, reaches lunch-time patrons, shoppers and business professionals.
Lamppost Banner Advertising - Lamp columns are sited everywhere, allowing advertisers and events to use banners to target precise geographical locations and create massive promotional awareness.
Mobile Billboard - Mobile billboards offer a great degree of flexibility to advertisers. These advertisements can target specific routes, venue or events, or can be used to achieve market saturation.
Poster - Target local audiences with these billboards, which are highly visible to vehicular traffic and are ideal for the introduction of new products/services. Maximize advertising objectives and brand awareness by placing multiple units in strategic locations while lowering cost per thousand impressions.
Premier Panel - Premiere panels combine the frequency and reach of a poster campaign with the creative impact of a bulletin.
Premier Square - Bright top and bottom illumination on a premiere panel provide extra impact after dark.
Street Advertising - Street Advertising is a highly effective media for communicating a message or call to action to consumers on the streets. The UK's most experienced provider of Street Advertising is Street Advertising Services
Taxi Advertising - Taxi advertising allows advertisers to highlight their products, whether brand awareness, or a targeted message, directly to areas where people work, shop, and play.
Wallscape - Wallscapes are attached to buildings and are able to accommodate a wide variety of unusual shapes and sizes. These billboard advertisements are visible from a distance and provide tremendous impact in major metro areas.
Other types of non-digital out-of-home advertising include airport displays; transit and bus-shelter displays; headrest displays; double-sided panels; junior posters; and mall displays
Selling billboard advertising space
If a private property owner wants to sell advertising space to one of the outdoor advertising companies ('media sellers') he or she directly approaches the company. A media seller may also approach the owner of an interesting property and make a bid. If an agreement is signed, the media seller erects a structure for displaying the ads and rents out the space to the clients. The world's largest media sellers are CBS Outdoor, JCDecaux, Clear Channel Outdoor,and Lamar Advertising.
Emerging Technologies
Media fragmentation, competition from online media, as well as the need for greater efficiencies in media buying prompted companies to offer billboard inventory aggregation services
