Highway Billboards are the most highly recognized form of outdoor advertising
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.
There is no remote control to turn off a billboard. Commuters and local travelers may pass your billboard over and over again during the course of a campaign. The more often a consumer is given the opportunity to view and consider purchasing your product or service, the more likely he or she is likely to do so. Consumers usually travel the same route every day creating the opportunity for multiple viewings by your target audience.
Another advantage of billboards is that they are very large stand alone ads unlike newspaper or other media which are surrounded by editorial, photos etc.
Another major consideration in any ad campaign is cost. 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.
According to the Advertising Association of America 72% of those polled say they are exposed to “too much” advertising.
Television ranked highest at 83%. Internet ranked second at 73%.
In the same survey, only 26% of people said there was “too much” advertising in Outdoor Media.
96 of Canada’s top 100 advertisers include Outdoor Advertising in their media mix.
By Jim Wannop