Out-of-Home Advertising

Includes:

Billboard

Transit

Interesting Facts! Considered as the last mass medium because it carries the

message 24/7, without interruption; never turned off, put aside, or left unopened.

On average, advertisers spend a total of $6.3 billion on outdoor advertising

Both local, regional, and national businesses use outdoor signs for advertising.

The 2 Types of Billboards… Nonstandardized: outdoor signs used by companies

at their places of business or throughout the community. Ex.) Business signs

Standardized: purchased from advertising companies and are provided only in standard sizes. Ex.) Billboards, posters, painted bulletins, and spectaculars.

Other Outdoor Advertising Types... Where traffic is heavy & visibility is good,

advertisers find bulletins work best. Measure 14 x 18 and may carry either a painted or printed

message. The 30-sheet poster panel, or standard billboard.

Sheets are mounted on a board with a total surface of 12 feet x 25 feet, and usually change every 30 days.

Many local advertisers use smaller poster sizes called 8-sheet posters, or junior panels. Offer a 5x 11 foot printing area, where they can reach

pedestrians, as well as vehicular traffic. Times Square is known for its spectaculars-giant

electronic signs that incorporate movement, color, & flashy graphics to grab attention in high-traffic.

Transit Advertising… Found on public transportation.

Includes printed posters inside trains, taxis, and buses; ads on public benches, bus stop shelters, newsstands, and trash cans; and station advertising located near or on subways and in railroad, bus, and airline terminals.

Highly visible. Relatively

inexpensive. Provides a 24-hours-

a-day, 7-days-a-week message.

Can be located to reach specific target markets.

Limited viewing time.

Inability to target a specific audience.

Increasing government regulations.

Pros

Cons

Activity Time! Working with your advertising agencies, you are

to design and create out-of-home media advertisements that will be displayed in NYC Times Square.

As an agency, you MUST: Choose a business you feel would advertise in NYC

Times Square; Design a “BIG Idea” for that company; Create at least1 billboard & 1 transit advertisement