What is Outdoor Advertising?
Outdoor Advertising is one such mode of advertising that companies used in olden times, which is still prevalent today. It is a powerful device to get through the prospective customers at the point. As the name suggests, outdoor advertising involves displaying ads outside of doors. So, these may include posters, hoardings, painted advertising, spectaculars, neon light signs, banners, etc.
The alternative term for outdoor advertising is mural advertising. We call it so because posters consisting of a picture are pasted on a wall, or a large painting is drawn directly. Moreover, posters are placed outside or inside delivery vans, buses, railway carriages, etc., to display ads to the passengers.
Nowadays, balloons, kites and smoke writing in the sky emerged as new forms of outdoor advertising.
Here, one should note that an outdoor advertisement’s effectiveness mainly depends on its placement. This means that while placing the outdoor ads, the companies must consider the place first. Further, more emphasis should be given to those places that can gain the attention of a large audience.
In addition, companies dealing in food products, soaps, medicines, shoes, clothes, etc., can use this form of advertising.
Buying of space
For the purpose of outdoor advertising, the advertiser pays for the area of space, time and sheet. . The advertiser generally purchases 14 to 30 sheets for 30 days.
The boards or panels are placed in crowded and famous areas with a large number of passersby. Further, advertisers purchase sites or areas. To make a decision on the outdoor advertising space, position, and visibility is taken into account.
Table of Contents
- Wrap Up
Features of Outdoor Advertising
- It is a famous advertising medium that makes the products of interest mass display.
- The life of such advertising is quite large.
- Higher and better reach.
- Powerful and effective eye-catching media.
- Flexible advertising media.
- Backed with instigating and suitable slogans, which people can memorise easily.
Types of Outdoor Advertising
Posters are pasted on walls or hoardings, roofs, fences, chimneys and so forth. It can produce effective results, as it costs less than other advertising media. The basis of poster advertising is its design, which contains pictures. Generally, movie or election campaign advertising uses this method. If no pictures are used, the text is properly arranged. It has to be simple yet attractive so that people can understand it at a glance.
Just like posters, these are also placed at specific locations, generally at those places where people often gather like the bus stop, railway stations, zebra crossings, and so forth. They are made up of metallic sheets encircled by a wooden frame. After that, these are fixed with a panel. This panel has a specific height.
These are moving advertisements. It involves sticking posters inside and outside vehicles like autorickshaws, buses, taxis, delivery vans, railway carriages etc. Advertising in this form is commonly sighted by the general public and is easily readable. Hence, it is a powerful advertising tool.
Electric Displays and Signs
This type of advertising is also in vogue these days. In this, an aeroplane is used to write the product’s or the manufacturer’s name in the sky. An alternative term for skywriting is smoke writing, as the message is written in the sky using smoke. Further, big-sized balloons are also dropped by the plane. Moreover, you might have seen in the circus a balloon of very large size floating, on which the name of the circus is displayed.
The company hires these people and provides them with proper dress. They walk from one street in procession, carrying a board or poster. On these posters, some text or image is displayed. Further, you can find this advertising in cinema houses when new movies are released.
Painting generally attracts people easily and effectively communicates the message. These can be:
- Bulletins: The painted bulletin is generally 14-40 feet long. Due to the use of extension letters and mechanical devices, they seem more vibrant and attractive than a poster.
- Painted Walls: You might have seen painted walls all around your city. The side of the wall that catches the daily commuters’ attention is painted, and the message is written on it. Zebra crossings, walls of bridges and even houses are used for painting.
- Spectaculars: Large illuminated and animated signs. These are best for high-traffic locations.
- Wider Coverage
- It can get more public attention.
- It is flexible as it can be located anywhere, based on market potential.
- Appropriate for local dealers.
- In two and three-tier cities, outdoor advertising is a powerful tool.
- Often face negative reactions from people as the walls of their houses are being used for sticking posters and writing slogans without their permission.
- Too brief message
- Difficult to measure the exact effect on the prospects.
- Viewers only see the message for a few seconds, so they do not get a complete idea of what the advertisement conveys.
Above all, in recent times, outdoor advertising has changed drastically. This is because advertisers know that it has a wider impact on people and gain attention from a wider audience. Further, you can find billboards all around your city, town or wherever you live. Events like trade fairs or exhibitions are also a great way to promote the product.