dvantages and Disadvantages of Outdoor Advertising and 5 Creative Out-Of-Home Ads
Some of the most creative pieces in advertising are seen outside of the home. Its an overlooked advertising medium thats great for reinforcing messages communicated through other mediums such as television or magazines. What it is truly unappreciated by advertisers is its ability to create buzz with its out-of-the-box abilities, which are seemingly infinite, and its high target reach and frequency, which allows the advertisement to hit a many different people more than once (due to habitual travel patterns) in selected markets. Advantages Target reach and frequency You can select your target by areas (not by people) of demographic interest, creating flexibility Reinforces messages brought to the consumer by other forms of media (TV, Magazines) Great for creating awareness Creative opportunities are limitless Disadvantages Almost impossible to focus in on a specific target market High cost Outdoor advertising is very easy to overlook Now well take a look at some of the most creative outdoor ads I found today. LG When most businesses consider forms of advertising that may be the best for their company, television, radio, newspaper, magazines, and internet are typically the first types of media that come to mind. While each of these advertising outlets does have its advantages, its Out of Home Media that is generally thought of the least, even though outdoor advertising actually reaches nearly every American, and still does not get a proportionate share of ad revenue. In the chart below you can see on the left where most businesses are spending their advertising dollars. Television and print advertising pretty much take the cake. But on the right you can see the amount of time Americans are actually spending each week using or interacting with each of these forms of media. Interesting how Outdoor only receives a 4.4% share of spending money, but the return and average time spent outside is greater than every other form of advertising with the exception of TV.
Sources: Universal McCann, 2010 Total Media Spending; TVB, Nielsen Media Research Survey 2008, % Hours/Week
Below are some benefits and disadvantages of each of these forms of media, and why we feel Out of Home Media is not only the most unique form of advertising, but most effective.
Information provided by the Outdoor Advertising Association of America www.oaaa.org
Television Benefits: Wide geographic coverage & broad audience reach (appeals to most demographics) Perceived accountability with well accepted audience Relative ease of buying and post-buy maintenance Proven Success record for promoting mass consumer products (infomercials)
Television Disadvantages: Audience share is generally declining due to fragmented audiences Increasing use of DVRs diminishing the impact of commercials (people can record their shows and skip the commercials) Typically high CPM costs and rising production costs (most expensive) Many television shows skew older and lower income increasing ad clutter as commercial pods lengthen (people dont want to watch commercials because they are taking more time away from their shows)
How Out of Home Media Compares, or Can Help: When viewers are away from the TV they are spending a fair amount of time outside; whether that be commuting to and from work, going out for breakfast, lunch, or dinner, or just leisurely enjoying the outdoors. Out of Home Media can reinforce television messages while people are away from their TV and going through the course of their day to day activities. Out of Home Media gives businesses the ability to target an audience geographically, actually minimizing the wasted coverage spent on such a broad range of viewers through television. Because television is so expensive, this cuts down on ad spending tremendously and improves the efficiency of a TV campaign bydriving down CPM costs. Lastly, Out of Home Media reaches a unique classification of television viewers that are younger, mobile, and more affluent than heavy TV users.
What form of advertising can be experienced 24 hours a day, seven days a week, is not surrounded by editorial, programming or photographs, and can be targeted to reach specific audiences by neighborhood? If you guessed outdoor, you're right. Outdoor advertising includes billboards, posters, airport ads, bus signs, mall posters transit shelters, stadium signs, bench advertising and more. It is estimated that there are more than 40 types of outdoor advertising, with billboards being the most widely recognized media. Outdoor advertising also has another advantage, which is cost, opening the door for all advertisers -- small or large. According to the Outdoor Advertising Association of America,
outdoor advertising is 80 percent less expensive than TV, 60 percent less expensive than newspapers and 50 percent less expensive than radio. Unlike other advertising mediums, the audience viewing outdoor advertising is often bored, looking for something to read. This is what makes a moving billboard, like a bus, so interesting, compellingly creative and memorable. Creativity is the key element in outdoor advertising. Outdoor is considered to be one of the oldest advertising mediums, yet technology has provided the opportunity to develop creative, eye-catching messages. High-impact billboards now include tri-vision signs which allow three advertising messages per location, 3-D images and even interactive billboards. For example, a company in New York City allows drivers to switch messages on their billboard by using their own garage remote controls. The message must have been targeted at commuters, not New Yorkers. Another advantage that technology has provided is an incredible reduction in time to print ads. Seattle-based Ackerly Group, the sixth-largest outdoor advertising company in the world, recently installed AKMedia/Megaprint. Signs that previously took 40 hours to paint can now be printed in just two hours by printing on continuous inkjet printers. Case studies prove the right message in the right place at the right time generates sales. Whether promoting new or existing products or personalities, both local and national companies know by dominating the medium and moving the message closer to the customers purchase decision, billboards work. McDonalds uses billboards to direct hungry motorists off a highway to a specific location. Radio stations know the best place to remind listeners to switch stations is when they are in their cars. Car manufacturers realize there is no better way to reach their best prospects: drivers of cars and trucks. Altoids created "Curiously Strong" brand awareness after implementing a campaign using alternative newspapers and a variety of outdoor advertising mediums. Outdoor generated an awareness of 76 percent, market share grew by a 5-to-1 margin vs. markets without advertising, and the brand's business grew by 31 percent to $18.7 million. Denver-based John Atencio Jewelers is a believer in outdoor advertising. According to Roxann Souci, marketing director for John Atencio, creativity is the single most important aspect of their billboards. "We focus on large, clutter free, oversized images," Souci stated. Regarding the effectiveness of the billboards, Souci said, "When an image changes, our customers call us and ask about that particular design. We also monitor media effectiveness by tracking customer feedback." John Atencio is very proactive in marketing planning, placing media buys as far out as five years in advance. This secures key locations as well as better prices.
New technologies have turned one of the oldest advertising mediums into one of the most cost-effective, high-impact advertising mediums available. It's one medium where shear size and results are worth consideration. Monique Reece Myron is president of MarketSmarter, a marketing training and consulting firm, and co-author of "Market Smarter, Not Harder." Send comments tohttp://www.marketsmarter.com.
Advantage and Disadvantages of Outdoor Advertising?
Answer
Outdoor advertisement can help your business or project gain a larger audience. However, outdoor advertisement may be subject to bad weather that could possibly knock down or ruin the advertisement. Outdoor advertisement might also be a large financial investment.
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What are the advantages and the disadvantages of advertising?
Advertising is supposed to promote the quality and efficiency and/or effectiveness of your product and to call the attention of the consumers. Advantages: Promote a product or service
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