Outdoor Advertising: Exciting Options for Advertisers

In an age where newspaper readership at major dailies is on the decline, radio and television offers more fragmented markets and more choices than ever before, outdoor advertising is in a growth mode. Technology, innovative ideas and creativity are the driving force behind this surge in popularity.

Transit advertising, where ads are placed on the sides of buses or taxis, are on the rise. Bus shelters, used for placing stationary posters, are now being used to display electronic messages to waiting travelers. Vehicles are being coated in vinyl from one end to the other to display a corporation’s logo, slogan, phone number and website address. What do all these have in common? The use of the public’s waiting time to deliver an ad message.

Millions of people travel by mass transportation systems every day, and are exposed to ads placed on the sides of buses or taxis repeatedly. Since these ads don’t change daily, repetition and retention of the ad message can be attained through their use. And while interior transit advertising is also utilized, its volume of sales cannot compete with that of exterior transit advertising space.

Exterior space is sold by the number of displays, or units, purchased. Ads are sold based on the number of displays to make a showing, which is a strong impression on the market. The rate card outlines rates for showings or in units based on the number of displays.

Advertising on buses and vehicles have some of the same limitations of outdoor advertising. Ads must be brief and copy concise. Brand names, slogans, website addresses are all short enough to combine with dynamic illustration to gain visual appeal without overwhelming the reader with too much information to read in what should be a brief message.

Transit advertising requires more turn-around time than some other forms of advertising, so plans must be made and implemented well in advance. These are ads that reach the masses, and it’s difficult to identify and classify the market segments they reach. The numbers viewing these signs is based on estimation, and is not necessarily an exact science.

Scrolling electronic display signs can be changed quickly by the person programming the messages, and can be used for news flash advertising. These are usually found in major metropolitan markets instead of smaller markets. Some smaller markets actually prohibit the use of these electronic displays claiming they deter and distract drivers of vehicles passing by.

Banners can be created fairly quickly by local printers but some areas have sign ordinances prohibiting their use. Before using banners, check for legal problems prior to purchase or risk being fined for their placement.

Outdoor advertising offers many options to reach advertisers by non-traditional methods, and can be a cost effective method to increase top of mind awareness. Just make sure you’ve checked out the legalities and requirements for outdoor advertising in the communities you wish to place ads of this type, or have someone who knows supply you with the information.