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Introduce Yourself to Outdoor Advertising If you think you understand everything there is to know about outdoor advertising you may want to take a closer look. Things have changed. Over the past few years, the outdoor advertising industry has evolved into a rejuvenated media force to be reckoned with that's poised to compete aggressively in the 21st century media fray. While many traditional media segments have struggled to remain competitive in a period of economic strife, the outdoor industry has remained relatively unscathed and solvent due in large part to the strength of local sales as both national and regional brands have shifted a significant portion of advertising dollars to grassroots promotions.  U.S. Outdoor industry spending over the past fifteen years (billions). Outdoor today is a vital element in well-conceived plans. The top brands using outdoor are a veritable blue chip list of advertisers: AT&T, American Express, IBM, McDonald's, Procter & Gamble, to name just a few brands that know about wise investments, brands that have plenty of choices to market their products. The interest has been steady and growing and with good reason. Outdoor offers outstanding value for the dollar and a myriad of ways to ratchet up exposure. Whether matched with other media to extend reach or used extensively on its own to saturate a market, outdoor can't be beat. Its ubiquitous presence insures that when a consumer is ready to purchase, the brand is top of mind. Today it seems, consumers are in a hurry and outdoor provides quick and concise information to help individuals make rapid purchase decisions. Outdoor surrounds consumers with ubiquitous presence offering media choices that suit every target audience, geography and strategic plan. Outdoor is a comprehensive mix of effective media delivery mechanisms that reach people in their cars or on subways, in airports and malls or in any number of growing outdoor media settings. Outdoor is roadside, outside and inside, above and below ground and on the move. Offering Advertisers More
Outdoor reach people on-the-go and offers extremely targeted messaging designed to intercept consumers, wherever they go in an urban market or on suburban highways. Combining traditional billboards with other newer forms of outdoor media products can make a tremendous impact improving reach, frequency and overall awareness in one cohesive media package. Billboards remain the Cornerstone of Outdoor Media Billboard formats offer high-impact, strategic positioning and market-to-market coverage with an unprecedented means of reaching today's highly mobile consumer audience. But that's not all. Billboards can deliver on so many levels:
Reaching Consumers on-the-go with Transit Displays that reach people traveling - by plane, train or automobile, bus or cab, and on foot, transit products offer extremely targeted outdoor messaging solutions designed to reach target consumers, whether moving or being moved. In fact, given the nature of transit products, they are visible at all hours, with particular strength during rush hour. Take your pick of the product pack - mix and match. Combining transit products can make a tremendous impact improving: reach, frequency and overall impact in one cohesive media package. A New Twist is Alternative Outdoor Media Beyond billboards, a whole new field of advertising formats has emerged to impact consumers head-on during the course of daily activities. Originally developed to bridge gaps in urban centers, the alternative outdoor products have today grown into a sophisticated and viable billion dollar business. The beauty of these ad forms is the targeting they provide, and their synergy within micro markets. Alternative outdoor media provides the impact of outdoor's 'power of presence' with the intimate messaging of print media. Alternative outdoor media can cover a market far and wide or provide synergies with locations strategically placed around a town. Use one specific form of alternative outdoor or go "hog wild" with multiple executions. However it's done, alternative outdoor media is a cost efficient means to promote a big brand with "round the clock presence" on a local level.
Outdoor advertising has come a long way from its humble beginnings as a roadside poster. Not an afterthought to fund editorial content, outdoor advertising is pure and unfettered - a proud beacon, beautifully rendering a product's benefits and whereabouts. Outdoor offers a treasure trove of choices that suit every target, every geography, and every strategy. Today outdoor offers a portfolio of settings and frames that are custom built for every imaginable need a marketer might have. The diversity and variety provides a marketer creative expression that knows no limits and a geographic dispersion that offers both deep and wide market coverage.
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