Outdoor Advertising Considerations
 Studies indicate that outdoor advertising accounts for at least 76% of new customers and retains a minimum of 50% of their current clientele, and that billboards account for the majority of outdoor advertising.
Outdoor advertising offers a 24/7 exposure rate to people passing by on a regular basis. People don't need to be tuned in to a particular radio station to hear your ad, or be watching television at just the right moment for your commercial. Neither do people need to be reading a newspaper or magazine.
Outdoor advertising does something no other advertising medium does: it literally puts your business in the public's face each and every day.
1. Types of Outdoor Advertising
When one thinks of outdoor advertising, the first thing that comes to mind is billboards.
While billboard advertising accounts for approximately 66% of outdoor advertising, it is not the only method to reach target audiences. In fact, billboard advertising is followed closely behind by alternative outdoor advertising.
Alternative advertising accounts for approximately 16% of outdoor advertising and consists of sports stadium advertising, balloons, blimps, land, air or water inflatable structures, cars, buildings, parking areas, and human sign-holders.
Transit advertising accounts for approximately 11% of outdoor advertising and is found on and in buses, trains, and airports.
Street furniture accounts for 7% of outdoor advertising and consists of shelters, posters in shopping areas or in stores, public and transit benches, and concrete footings.
2. Cost of Outdoor Advertising
Surprisingly, small businesses are responsible for generating the most revenue locally using…you guessed it…outdoor advertising.
Small business owners realize that while the initial outlay for outdoor advertising may be expensive, in the long run, it is the most cost-effective form of advertising with higher revenues generated starting from day one.
Again, this is due to the location of the ads, and the "in your face" reminder to each person who passes by that your business has something to offer.
Strategically placed advertisements, such as billboards that remind starving drivers that your restaurant is at the next exit, explain how outdoor advertising keeps working to drive customers to your business.
3. Outdoor Advertising Rates Compared to Other Advertising Methods
Because outdoor advertising is normally ongoing, 24/7, there is not the "hit and miss" as with other forms of advertising, even web advertising.
Additionally, because outdoor marketing methods advertise on a more local level, there are more opportunities to hit spontaneous buying customers.
For small businesses, it gives them more of an opportunity to compete with their larger competitors as well as being more cost effective in the long run.
Considering that fewer individuals read the newspaper on a daily basis, the opportunity to reach a much larger audience with less competition makes outdoor advertising ideal for small businesses.
4. New Technologies Increase Response Rate
Yes, billboard and other outdoor advertising signs have been around for as long as advertising and is probably one of the oldest advertising methods. That said, technology continues to improve outdoor advertising methods, especially with billboard advertising. Billboard advertising is ever-emerging as one of the most high-impact, cost effective methods of advertising in the marketing arena.
Today, manufacturers such as Quividi makes billboards that have a data-gathering camera to gauge sex, approximate age, and length of time motorists looked at the billboard.
 Hypersonic sound communication is being implemented into signs where the advertising message is delivered cryptically into the ears of people passing by.
Digital signs are not only at sports arenas but have been incorporated into other types of outdoor signage and advertising from billboards to blimps. This allows images to change, therefore allowing more media advertising 'real estate' for the size of the display.
The bottom line is that with the right combination of well-designed graphics, easy-to-read fonts, and good use of contrast and color, an old-fashioned static outdoor sign can still work marketing miracles.
Important Points to Remember When Considering Outdoor Advertising:
- Outdoor advertising can have a larger upfront cost but is the most cost-effective form of advertising over time.
- Outdoor advertising is not as "hit and miss" as other forms of print, radio, and television advertising. More customers see your advertising on a daily basis.
- Explore the options of various types of outdoor advertising, although know that billboard advertising has tremendous success if placed near where traffic would reach your business.
- Be CREATIVE. Chances are, what would catch your eye would catch others'.
Additional Resources for Outdoor Advertising:
ROAD: Resource of Outdoor Advertising Descriptions:
http://library.duke.edu/digitalcollections/road/
Outdoor Advertising Ideas:
http://www.clearleadinc.com/site/outdoor_advertising.html
See Also:
 Outdoor Billboard Advertising This article touches on issues such as; location, distractions, high traffic areas, and other considerations you'll want to keep in mind..
 Outdoor Billboard Advertising: This page covers some important outdoor billboard advertising guidelines, including the size of words, graphics, visibility, readability, call to action, and more.
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