Continue to Part II: Marketing with Outdoor Billboards»
IntroductionOne of the most ubiquitous forms of advertising is that of outdoor media. From billboards along the streets and highways, to mobile billboards which are driven throughout cites on the backs of trucks, to murals, car decals, bumper stickers, bus bench advertising, ads on outdoor trash cans, and almost anything else, in any major urban area, and in many rural ones as well, outdoor advertising is everywhere, and isn't going anywhere anytime soon. More and more people are spending more and more time in their cars, and in transit, so getting hundreds of thousands of impressions on your outdoor advertising in a very short time is not only possible, but highly likely.
CostsOutdoor advertising costs can vary immensely from city to city, and across the different forms as well. This is one of the more expensive forms of advertising, and is really only an option for bigger companies, at least in large markets.
TimeframeMany times, an outdoor campaign can last for an extremely long time, especially posters and stickers posted around the city, as they will stay until they are covered up, or torn down.
Program ExecutionMost often, people with only have a short time to look at your outdoor advertising, especially in the case of billboards, so making a strong and lasting impression that hits home and gets your message across quickly is of the upmost importance. Since different neighborhoods have different identities, this should be kept in mind. How many Spanish-speakers live there? For smaller ads in other locations, such as on subways, ATMs, and such, keeping the ad on eye level is important, as people will have a few moments to ponder your ad as they are waiting to receive their money. Hiring a PR agent can help you come up with an effective and powerful campaign to get attention and make your ad one for the public to remember.
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