OUTDOOR'S BENEFITS
DELIVERY
You want maximum reach and frequency. You want outdoor. During a 30 day period
an average #50 GRP Showing will reach more than three of every four adults in a
market, with frequency of 15 times each. No other medium offers that kind of
coverage.
CONTINUITY
Outdoor is right up there. Day and night. It simply won't go away. It's never
turned off, fast-forwarded, put aside, or left unopened. You can't get that
continuity with any other medium.
TARGETABILITY
It's true, outdoor is not direct response. It's direct hit. National, regional
and local advertisers can and do tailor their message to reach specific
audiences within the marketplace. Because it's unorthodox, out of the ordinary,
outdoor speaks directly to those you want to listen. And it
takes very little time to do it.
COST EFFICIENCY
In the battle for best value, outdoor can't be beaten. You can't zap it. Yet it
costs seven times less than television. You can't put it aside, turn the page,
or toss it. Yet it costs three times less than newspaper. You can't turn it off,
turn it down, or tune it out. Yet it's half the cost of radio.
OBJECTIVES OF AN OUTDOOR CAMPAIGN
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OVERNIGHT
let people know who, what, and where you are.
REPETITION
allows consumers to view your message over and over so they think of
you first.
HIGH REACH &
FREQUENCY to reach more people more often.
LOW COST PER
THOUSAND so you can reach more people for less money.
BULL'S EYE
marketing to target your ad dollars demographically as well as geographically,
where available.
BRANDING
your company so more people become familiar with you.
TIMELINESS
to reach consumers when they are on the way to buy.
DOMINANCE so
you can saturate the market and blow away your competitor's message.
INTERESTING FACTS &
STATISTICS
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According to a study by Arbitron, people are spending less
time reading and watching television because they are spending more time
traveling to and from work.
OAAA did a study in 1999 that says people glance at 70% of billboards they pass.
Of these billboards, 63% are actually read. Most types of media can not compare
to this.
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Outdoor advertising is the oldest and most basic
type of advertising
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The average person must see a television commercial at least seven times
before they actually remember viewing the commercial. Now think about the
expenses.
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Outdoor Advertising cost is 80% less than television, 60% less than newspaper
ads, and 50% less than radio advertisements.