Outdoor or "Out of Home" Advertising

It's not just about roadside billboards anymore... 

Pros of Outdoor Advertising

Can deliver an advertising message to almost every adult in a geographical area with high frequency at a low cost per exposure.

Message is delivered 24/7

Great for both product introduction and building brand names. Can be a "reminder."
 

Cons of Outdoor Advertising

Usually cannot communicate detailed sales messages well as drivers speed by. Copy is usually is in headline form only.

Long lead times, not very flexible.

Difficult to measure results.

"Visual pollutant." 3 states have banned many kinds of billboards.

Highway Beautification Act of 1965 

Sought to control billboards within 660 feet of Interstate highways 

Some products have been banned...primarily tobacco products

In the 80's, 1/3 of billboards advertised tobacco products

Number of billboards dropped by 67%

Types of Outdoor or Out of Home Advertising

Approximately 30 different kinds

...from billboards to blimps

Transit Advertising

Advertising on moving vehicles and posted in transit centers

Sometimes in a place where people are stationary for a period of time

Street Furniture

Bus benches, bus shelter panels, shopping mall displays and kiosks.

Often at eye level in pedestrian traffic areas.

Alternative Out of Home Advertising (Ambient?)

Parking meters,

pre-movie cinema ads,

LCD screens in elevators,

Stadium advertising, 

"Frontplates" of stairs,

Multi-media messaging like BlueTooth etc.