Why Outdoor?
Outdoor advertising at its best achieves direct communication with consumers where they live, work, play, drive and shop.
With today's marketing strategies being driven by the consumer, who is being exposed to more messages than ever before, Outdoor is a proven medium in the mainstream media mix.
Outdoor is about delivering impact and awareness - it captures 'share of mind' and produces measurable results. No other media can match the impact and reach against the investment.
Outdoor can provide:
- Broad market reach and high, efficient frequency
- 24 hours-a-day, 7 days-a-week presence
- Cost-efficiencies that are unachievable using any other mainstream medium
- Ability to reach markets and/or demographic profiles considered difficult or too expensive compared with other media
- A perfect strategic add-on/extension with other media activity such as television and radio
- A stand-alone advertising launch vehicle
- A reminder medium when other activity tapers off
- Communication to markets that other media cannot reach
Key Reasons For Using Outdoor
To brand
It has been demonstrated that using a brand icon in Outdoor advertising results in advertisements being 40% more memorable than not using a brand icon.
To make an impact
Outdoor advertising is dominant and does not require competition amongst other advertisers as is the case with other media environments. The impact is largely determined by the creative.
To reach mass audiences or target your message cost-effectively
Providing continuous presence 24 hours-a-day, 7 days-a-week, Outdoor advertising reaches audiences that are often hard to reach.
To achieve sustained awareness
Unlike TV advertising that is on and gone in 30 or 60 seconds, a newspaper ad that appears once a week, or a radio ad fighting to be heard – Outdoor stands alone. Every ad stands in its own right there every day – for all who pass to see.
As a complement to other media
Out-of-home advertising:
- Is a reminder medium, when other activity tapers off
- Cost-effectively reaches audiences that are cost-prohibitive for other media to reach
- Provides a path to purchase, reinforces brand messages from other media closer to point-of-purchase
- Is a strategic, cost-effective way to maintain brand awareness between bursts of other media activity