Unlike TV, radio, print or the internet, outdoor media cannot be turned off or put down. Viewers cannot fast forward through an outdoor advertisement as they drive or walk past a strategically placed sign. With TV, radio, print and the Internet, consumers have the ability to change the channel, fast forward, turn the page (or miss the page!) or close the browser window. Outdoor is possibly the last place where consumers do not control the ad space.
- Worldwide, the growth of outdoor media expenditure is growing faster than any other traditional media
- Everyone who leaves the house is exposed to outdoor advertising
- Unlike other media, you don’t have to “turn it on”, “tune in”, “dial it up” or “turn over the page” to see it.
- It’s just there. . . and it’s free
It’s Consumer Friendly
- It sits easily with what consumers are doing when they’re out and about
- Outdoor is engaging and impactful, whilst other media can be unwarranted and unwanted
- People are out and about more, especially the younger more affluent groups
- More people are seeing outdoor advertisements
- As a flexible communication tool it is without equal
- With television, radio and print audiences continuing to fragment, advertisers are increasingly using outdoor to reach mass audiences quickly
- Equally so, it can be used very effectively to target specific audience groups in discreet geographic locations