Outdoor advertising

Last updated November 14, 2024

Outdoor advertising or out-of-home (OOH) advertising includes public billboards, wallscapes, and posters seen while "on the go". OOH advertising formats fall into four main categories: billboards, street furniture, transit, and alternative.^[1]

Digital

Digital out-of-home (DOOH) refers to dynamic media distributed across place-based networks in venues including.

Programmatic

Within the DOOH industry, advertisements might be purchased through programmatic platforms. Programmatic platforms ask marketers to specify desired audience characteristics and automatically locate the media vehicles to deliver that audience. These platforms may allow buyers (the demand side) to plan, execute and monitor campaigns across multiple media platforms (the supply side) using a familiar workflow.^[2]^[3] A major difference between programmatic digital out-of-home (pDOOH) and traditional OOH or DOOH is that programmatic automates the process of buying, selling and delivering inventory across multiple screens with enhanced capabilities. These enhanced capabilities include the creation of measurable, highly targeted campaigns by utilizing geolocation data to activate the best DOOH screens in real-time based on consumer behaviour and audience movement patterns.^[4] Additionally, programmatic allows buyers to set specific parameters or conditions (also known as triggers) for a campaign or inventory and unleash the potential to power campaigns with unlimited data sets from a myriad of data sources. Only when the selected conditions are met will an ad or content be served onto the screen.^[5]

Printed

Printed out of home refers to static media distributed across physical spaces.^[6] Examples include:

Aerial advertising: Aerial advertising includes towing banners via a fixed-wing aircraft as well as airships like blimps and other airborne inflatables above beaches, events and gridlock traffic.^[7]
Billboard bicycle: is a new type of mobile advertising in which a bike tows a billboard with an advertising message. This method is a cost-efficient, targeted, and environmentally-friendly form of advertising.^{[ according to whom? ]}
Brochure Distribution: Information displays in public gathering spaces such as transportation centers, lodging facilities, visitor centers, attractions, and retail environments are targeted methods to distribute effective messaging to a targeted audience. This method is slightly different from traditional OOH as the consumer self-selects the messaging material, and can take that message with them.^{[ citation needed ]}
Billboards: (or Bulletins) are usually located in highly visible,^[8] heavy traffic areas such as expressways, primary arterials, and major intersections. In the US bulletins are usually illuminated. The ad artwork, commonly digitally printed on large vinyl-coated fabric membranes, is often "rotated" by the outdoor plant operator amongst several locations in a metropolitan area to achieve the desired reach of the population as defined in the sales contract. With extended periods of high visibility, billboard advertisements provide advertisers with significant impact on commuters. This is the largest standard out of home advertising format, usually measuring at 14ftx48ft in overall size.^{[ citation needed ]}
Bus advertising: Firmly establish brand awareness and generate quick recall with high-profile exposure near point of purchase locations.^{[ according to whom? ]}
Commuter rail display: Reaches a captive audience of upscale suburban commuters. Additionally, reaches lunch-time patrons, shoppers and business professionals.^{[ according to whom? ]}
ComPark advertising: ComPark is a device used for car park advertising, which is placed onto the parallel lines of a bay and is able to gain instant exposure from motorists that have parked their vehicle. The ComPark also serves as a guide to assist motorist in adhering to the parking bay size.^{[ citation needed ]}
Gas Station Pump Top Advertising: Printed Signage is inserted into sign holder frames above the Pumps. These are called Pump Top advertising and are generally eye-level height.^{[ citation needed ]} Average dwell time for customers to refuel their vehicle is 3–5 minutes which make this form of advertising very effective to reach automobile drivers.^{[ according to whom? ]}
Inflatable billboard: similar to regular 2D billboard, but imposed on 3D object.^{[ citation needed ]}
Lamppost banner advertising: Lamp columns are sited everywhere, allowing advertisers and events to use banners to target precise geographical locations and create promotional awareness.^{[ citation needed ]}
Mobile billboard: Mobile billboards offer a great degree of flexibility to advertisers. These advertisements can target specific routes, venue or events, or can be used to achieve market saturation. A special version is the inflatable billboard which can stand free nearly everywhere. This product can also be used for outdoor movie nights.^{[ citation needed ]}
Poster: Target local audiences with these billboards, which are visible to vehicular traffic, and are ideal for the introduction of new products/services. Marketers use posters to achieve advertising objectives and increase brand awareness by placing multiple units in strategic locations while lowering the cost per thousand impressions. This is a standardized poster format, typically measuring 12'3" x 24'6"; formally known as a 30-Sheet Poster.^{[ citation needed ]}
Premier panel: Premiere panels combine the frequency and reach of a poster campaign with the creative impact of a bulletin.^{[ according to whom? ]}
Premier square: Bright top and bottom illumination on a premiere panel provide extra impact after dark.^{[ according to whom? ]}
Street advertising: The use of pavements and street furniture to create media space for brands to get their message onto the street in a cost-effective approach.^{[ according to whom? ]}
Taxi advertising: Taxi advertising allows advertisers to highlight their products, whether brand awareness, or a targeted message, directly to areas where people work, shop, and play.^{[ citation needed ]}
Wallscape: Wallscapes are attached to buildings and are able to accommodate a wide variety of unusual shapes and sizes. These billboard advertisements are visible from a distance and provide impact in major metro areas.^{[ citation needed ]}
Aircraft Advertising: Aircraft advertising includes product or service branding inside and outside the aircraft. This includes wrapping the aircraft with printed SAVs, baggage tag branding, boarding pass branding, tray table branding and more.^{[ citation needed ]}
Walking Billboards: These billboards are strapped on to the human shoulder and are carried along the targeted geographic area.^{[ clarification needed ]} These billboard advertisements are also visible during night.^{[ citation needed ]} It helps the local advertisers as it is very cost effective and can be geographically targeted to a particular area.^{[ according to whom? ]}

Other types of non-digital OOH advertising include airport displays, transit and bus-shelter displays, headrest displays, double-sided panels, junior posters and mall displays.

Space advertising, by use of an array of small satellites that reflect sunlight, has been evaluated by researchers at the Skolkovo Institute of Science and Technology.^[9]

Regulations

United States

The states of Vermont, Hawaii, Maine, and Alaska prohibit all billboards.^{[ citation needed ]}
The other 46 states permit multiple forms of OOH advertising.^{[ citation needed ]}

Billboards are regulated by all levels of government. The regulatory framework, created by the federal Highway Beautification Act (HBA), calls for billboards to be located in commercial and industrial areas. Billboard permits are issued by state and local authorities. Under the Highway Beautification Act, states have strong regulatory powers including the authority to ban billboards.^{[ citation needed ]}
Most states have taken steps to regulate digital (electronic) billboards, which feature static images that change (typically) every six or eight seconds. In 2007, the Federal Highway Administration (FHWA) issued Guidance to the states regarding regulation of digital billboards. Scenic America challenged the federal Guidance in federal court on procedural grounds. On June 20, 2014, US District Court Judge James E. Boasberg dismissed this case, with prejudice.^{[ citation needed ]}
Regulations governing digital billboards prohibit animation and scrolling. Digital billboards are equipped with light sensors to adjust billboard lighting to surrounding light conditions to avoid glare, per the industry code.^{[ citation needed ]}

Brazil

São Paulo, Brazil, established an almost total outdoor advertising ban in 2006. The ban required that all billboard and banner advertisements be removed and that store signs be greatly reduced in size and prominence.^[10]

Switzerland

The Swiss municipality of Vernier banned outdoor advertising.^[11]

Related Research Articles

Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to present a product or service in terms of utility, advantages and qualities of interest to consumers. It is typically used to promote a specific good or service, but there are a wide range of uses, the most common being commercial advertisement.

Subvertising is the practice of making spoofs or parodies of corporate and political advertisements. The cultural critic Mark Dery coined the term in 1991. Subvertisements are anti-ads that deflect advertising's attempts to turn the people's attention in a given direction. According to author Naomi Klein, subvertising offers a way of speaking back to advertising, ‘forcing a dialogue where before there was only a declaration.’ They may take the form of a new image or an alteration to an existing image or icon, often in a satirical manner.

A billboard is a large outdoor advertising structure, typically found in high-traffic areas such as alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers. Typically brands use billboards to build their brands or to push for their new products.

Advertising in video games is the integration of advertising into video games to promote products, organizations, or viewpoints.

Digital display advertising is online graphic advertising through banners, text, images, video, and audio. The main purpose of digital display advertising is to post company ads on third-party websites. A display ad is usually interactive, which allows brands and advertisers to engage deeper with the users. A display ad can also be a companion ad for a non-clickable video ad.

In bus advertising, buses and their related infrastructure is a medium commonly used by advertisers to reach the public with their message. Usually, this takes the form of promoting commercial brands, but can also be used for public campaign messages. Buses may also be used as part of a political or promotional campaign, or as a tool in a commercial enterprise.

Online advertising, also known as online marketing, Internet advertising, digital advertising or web advertising, is a form of marketing and advertising that uses the Internet to promote products and services to audiences and platform users. Online advertising includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising, and mobile advertising. Advertisements are increasingly being delivered via automated software systems operating across multiple websites, media services and platforms, known as programmatic advertising.

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and concepts into one large media base. Advertising campaigns utilize diverse media channels over a particular time frame and target identified audiences.

Pattison Outdoor Advertising is a Canadian out-of-home advertising company owned by the Jim Pattison Group. According to the Canadian Out-of-Home Measurement Bureau, it was Canada's largest out-of-home advertising company in 2013, holding more than 55% of the national market share in horizontal posters and a 43% market share of all traditional out-of-home media.

<span class="mw-page-title-main">Mobile billboard</span>

A mobile billboard, also known as a "digital billboard truck", is a device used for advertising on the sides of a truck or trailer that is typically mobile. Mobile billboards are a form of transit media; static billboards, and mall/airport advertising fall into this same category. Using a mobile billboard for advertising is an advertising niche called mobile outdoor advertising.

Digital signage is a segment of electronic signage. Digital displays use technologies such as LCD, LED, OLED, projection and e-paper to display digital images, video, web pages, weather data, restaurant menus, or text. They can be found in public spaces, transportation systems, museums, stadiums, retail stores, hotels, restaurants and corporate buildings etc., to provide wayfinding, exhibitions, marketing and outdoor advertising. They are used as a network of electronic displays that are centrally managed and individually addressable for the display of text, animated or video messages for advertising, information, entertainment and merchandising to targeted audiences.

Advertising media selection is the process of choosing the most efficient media for an advertising campaign. To evaluate media efficiency, planners consider a range of factors including: the required coverage and number of exposures in a target audience; the relative cost of the media advertising and the media environment. Media planning may also involve buying media space. Media planners require an intricate understanding of the strengths and weaknesses of each of the main media options. The media industry is dynamic - new advertising media options are constantly emerging. Digital and social media are changing the way that consumers use media and are also influencing how consumers acquire product information.

Ambient media are out-of-home products and services determined by some as non-traditional or alternative media. Examples are messages on the backs of car park receipts, on hanging straps in railway carriages, posters inside sports club locker rooms and on the handles of supermarket trolleys. It also includes such techniques as projecting huge images on the sides of buildings, or slogans on the gas bags of hot air balloons.

Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting.

Aerial advertising is a form of advertising that incorporates the use of flogos, manned aircraft, or drones to create, transport, or display, advertising media. The media can be static, such as a banner, logo, lighted sign or sponsorship branding. It can also be dynamic, such as animated lighted signage, skywriting, or audio.

A digital billboard is a billboard that displays digital images that are changed by a computer every few seconds. Digital billboards are primarily used for advertising, but they can also serve public service purposes. These are positioned on highly visible, heavy traffic locations such as expressways and major roadways.

The Outdoor Media Association (OMA) is the national industry body that represents most of Australia's Out-of-Home (OOH) media display companies and production facilities, as well as some media display asset owners. It was first incorporated in 1939.

The OAAA OBIE Awards is an awards program managed by the Out of Home Advertising Association of America recognizing creativity in the out-of-home advertising (OOH) industry. The name OBIE is derived from the ancient Egyptian obelisk meaning, a tall stone structure used to publicize laws and treaties thousands of years ago. Many historians consider the obelisk as the first true form of advertising.

Mark Boidman is a Media and Tech investment banker and attorney at law, specializing in mergers and acquisitions. He advises companies across Media and Entertainment sectors, including digital media and marketing, retail technology, Pro AV and enterprise software/tech, on M&A and financing transactions.

The Out of Home Advertising Association of America (OAAA) is a trade association representing all out of home (OOH) media formats in the United States.

References

↑ "Outdoor Media Formats". oaaa.org. Archived from the original on 2009-06-21. Retrieved 2009-07-17.
↑ "What is Programmatic Advertising? | CAASie.co Blog". caasie.co. Retrieved 2021-07-23.
↑ "What is programmatic DOOH?". Broadsign. 27 May 2020. Retrieved 2021-07-23.
↑ "Vol. 1 - What yOOH need to know: DOOH vs pDOOH". www.hivestack.com. Retrieved 2021-07-27.
↑ "Learn the pDOOH basics with Hivestack". www.hivestack.com. Retrieved 2021-07-27.
↑ Hans-Jürgen Tast: Immer mit einem Lächeln auf den Lippen! Die bunte Fotoflut im Straßenbild., Kulleraugen Vis.Komm. Nr. 43, Schellerten 2013, ISBN 978-3-88842-043-6.
↑ Inc., Outdoor Advertising Association of America. "Outdoor Advertising Association of America, Inc. > About OOH > OOH Basics > OOH Media Formats > Airborne". www.oaaa.org. Archived from the original on 2016-08-12.{{cite web}}: |last= has generic name (help)
↑ Chmielewski, Sz., Tompalski, P. (2017). Estimating outdoor advertising media visibility with voxel - based approach. Applied Geography, 87:1-13 (https://dx.doi.org/10.1016/j.apgeog.2017.07.007). Preprint download: "Estimating outdoor advertising media visibility with voxel-based approach (PDF Download Available)". Archived from the original on 2017-10-02. Retrieved 2017-10-02.
↑ Berger, Eric (2022-10-05). "Who is ready for a fleet of cubesats flying over cities, displaying ads?". Ars Technica. Retrieved 2022-10-05.
↑ "Sao Paulo: The City With No Outdoor Advertisements". www.amusingplanet.com. Archived from the original on 11 May 2015. Retrieved 13 June 2015.
↑ "A Swiss Town Banned Billboards. Zurich, Bern May Soon Follow". Bloomberg.com. 2024-07-26. Retrieved 2024-10-16.

External links

This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
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[Outdoor_Media_Formats-1] "Outdoor Media Formats". oaaa.org. Archived from the original on 2009-06-21. Retrieved 2009-07-17.

[2] "What is Programmatic Advertising? | CAASie.co Blog". caasie.co. Retrieved 2021-07-23.

[3] "What is programmatic DOOH?". Broadsign. 27 May 2020. Retrieved 2021-07-23.

[4] "Vol. 1 - What yOOH need to know: DOOH vs pDOOH". www.hivestack.com. Retrieved 2021-07-27.

[5] "Learn the pDOOH basics with Hivestack". www.hivestack.com. Retrieved 2021-07-27.

[6] Hans-Jürgen Tast: Immer mit einem Lächeln auf den Lippen! Die bunte Fotoflut im Straßenbild., Kulleraugen Vis.Komm. Nr. 43, Schellerten 2013, ISBN 978-3-88842-043-6.

[7] Inc., Outdoor Advertising Association of America. "Outdoor Advertising Association of America, Inc. > About OOH > OOH Basics > OOH Media Formats > Airborne". www.oaaa.org. Archived from the original on 2016-08-12.{{cite web}}: |last= has generic name (help)

[8] Chmielewski, Sz., Tompalski, P. (2017). Estimating outdoor advertising media visibility with voxel - based approach. Applied Geography, 87:1-13 (https://dx.doi.org/10.1016/j.apgeog.2017.07.007). Preprint download: "Estimating outdoor advertising media visibility with voxel-based approach (PDF Download Available)". Archived from the original on 2017-10-02. Retrieved 2017-10-02.

[9] Berger, Eric (2022-10-05). "Who is ready for a fleet of cubesats flying over cities, displaying ads?". Ars Technica. Retrieved 2022-10-05.

[10] "Sao Paulo: The City With No Outdoor Advertisements". www.amusingplanet.com. Archived from the original on 11 May 2015. Retrieved 13 June 2015.

[11] "A Swiss Town Banned Billboards. Zurich, Bern May Soon Follow". Bloomberg.com. 2024-07-26. Retrieved 2024-10-16.

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