Out of Home Advertising

Topics: Advertising, Billboard, Out-of-home advertising Pages: 5 (1466 words) Published: March 29, 2011
Types of Outdoor Media
Hoardings and Billboards
In-store Media
Advertising at Airports
Mass-transit Advertising
Mobile Billboards
Benefits of Outdoor Advertising
Reaches More Viewers
Cost Efficiency
Proximity to Purchase Locations
Scope for Creativity
Reach Specific Target Customers
Captive Audience
Constant Exposure
Enhances the Effectiveness of Other Media
The term Out Of Home advertising is commonly referred to as OOH, this is any type of advertising medium that reaches a consumer while they are out of their home. This is not broadcasting or print marketing which targets the consumer at home.

This is why OOH is popular, as it targets consumers while they are on the go, going to train station, airport, ferry terminal, cinema and even petrol stations. 

One of the main advertising mediums in the USA is bill board advertising, if you have ever been to Times Square in New York, you will know what I mean! 1 40 story office building makes more money renting out the building exterior for adverts, than it would if the office were fully occupied. 

With the cost of digital displays becoming more affordable and the advancement of digital signage, this is why LCD TV's are being used to send marketing messages to potential buyers in outdoor environments. 

A digital signage network can be set up covering entire countries, for example the head office could be in New York, with branches in Europe and Asia, the marketing message in the form of content media, can then be sent to all digital displays throughout the global network remotely and even scheduled to upload the new media at a particular time and reboot the system for when the store opens at the local time.

This makes the marketing budget go much further than before and the relative low costs, enables small businesses to use digital signage to increase their sales.

All you need for an outdoor digital signage solution is an LCD or Plasma display, a computer, media content (digital media content creation software this can be found free on the Internet) and an outdoor LCD enclosure. This can be achieved for as little as $700, but the financial rewards are worth it.

History of out of home

Outdoor advertising can trace its lineage back to the earliest civilizations. Thousands of years ago, the Egyptians employed a tall stone obelisk to publicize laws and treaties. While formats have certainly changed and as advertising ideas have evolved, outdoor is still here.  

Early Stages
In 1450, Johannes Gutenberg invented movable type printing, and advertising in the modern sense was launched in the form of the handbill. When the lithographic process was perfected in 1796, the illustrated poster became a reality. Gradually, measures were taken to ensure exposure of a message for a fixed period of time. In order to offer more desirable locations where traffic was heavy, bill posters began to erect their own structures. U.S. Billboard Origins In 1830’s

The large American outdoor poster (more than 50 square feet) originated in New York in Jared Bell’s office where he printed posters for the circus in 1835. In the beginning, American roadside advertising was generally local. Merchants painted signs or glued posters on walls and fences to notify the passersby that their establishments up the road sold horse blankets, rheumatism pills, etc. In 1850, exterior advertising was first used on street railways. First Association in the 1870’s

The earliest recorded leasings of boards occurred in the U.S. in 1867. By 1870 close to 300 small sign-painting and bill posting companies existed. In 1872, the International Bill Posters’ Association of North America was formed in St. Louis. National Association in the 1890’s

In 1891 the Associated Bill Posters’ Association of the US and Canada was formed in Chicago. The name was later changed to the Outdoor Advertising Association of America. Their purpose: * To promote...
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