Quite simply, and as the name tells you, Outdoor Advertising is when an ad is placed on the outdoors. This is very common in today’s advertising environment in which practically any place where an ad can be placed has been exploited for the maximum exposure that the brand owner desires.
Outdoor advertising has become a lot more popular today as people as more mobile. They no longer stay at home for long hours watching television although a large portion goes online. Even if that is so, the availability of affordable telecommunication rates have allowed people to be more mobile on their smartphones and staying connected on-the-go.
Therefore, outdoor advertising has become more popular as they can garner more impressions at locations which are high in traffic and visible.
Under most circumstances, outdoor advertising involves messages that are posted in public areas as well as promotional items in areas where people can easily spot. This type of advertising is very popular in Malaysia where they are seen in junctions, bus-stops, LRT stations, KTM Komuter stops and many others.
Outdoor advertising might be an ideal choice for advertisers due to the following reasons:
Variety – There are many types of media available under the umbrella of outdoor advertising. In certain cases, this is included as part of OOH (Out-of-Home) media although they are not the same thing entirely. Outdoor advertising involves all the media seen outdoors where it can include Billboards which is not part of the OOH media umbrella.
The similarity with OOH media stems through the use of bus-stops, posters, signage and others. The most recent type of media being used outdoors today are digital advertising boards. Using the more affordable and bright LED screens, digital advertising boards are fast becoming one of the most popular media in outdoor advertising as they are more cost-effective.
It must be noted that despite having many types of outdoor media, this type of advertising is often limited to a certain geographical location which is most evident in billboards. They are placed in strategic locations to garner as many impressions as possible.
Another media are ads that are placed along sidewalks, corridors of train and bus stations and other public spaces. Apart from that, ads are now being placed on sides of buildings, park benches and on the fascia of structures. One of the most visible advertising spaces is on the pillars of LRT and Monorail tracks.
Effective – One major advantage of outdoor advertising is that it is very effective. This makes the media very attractive for advertisers. With more people using public transportation and spending time outdoors (as they are more mobile), the ads play an important role in creating awareness of a product or brand. People spend a lot of time commuting to and from work and this are more evident with the traffic jams that the Klang Valley is accustomed to which will then bring about the impressions needed.
Repetition – This is one area where outdoor advertising can be guaranteed and cannot be achieved by other conventional media. A person who drives to work every day will see the same billboard many times. Commuters in a train station will be looking at the same ad each day while waiting for their train to arrive. Such repetition rate is one of the highest among all media where in a long run will bring about brand awareness and subsequently create stronger brand loyalty among the customers.
Timing – In business, timing is everything. Outdoor advertising allows this through a calculated and concerted strategy. By placing a billboard ad of a supermarket 50 meters from the retail store will create the last-minute drive for your customers to actually head towards your store and make a purchase. This type of timed-reminders is very effective and highly attractive for the advertiser.