Why Use Outdoor Advertising?
Target more people, more of the time with outdoor advertising.
Outdoor advertising is perhaps the oldest advertising medium, with billboard advertising having been with us for over 175 years!
Recent years has seen a large resurgence in outdoor advertising, making it one of the fastest growing forms of advertising, driven by innovations in printing techniques and increased commercialisation of transport routes and urban sites.
When you think about it, outdoor advertising makes perfect sense. People spend 70% of their waking life outside of their home. They spend more time than ever travelling and outdoor advertising can be a welcome distraction to those stuck in traffic jams or on the train or bus to work. In fact, outdoor advertising has one of the highest ‘like’ ratings of all mediums – people actually enjoy looking at it, rather than actively avoiding it, as they do internet or television advertising.
Recent research shows that whilst people prefer many mediums without advertising, they actually prefer advertising on trains and buses! This welcoming of advertising is a surprising concept and makes the public much more open to advertising messages from outdoor advertising. Nearly 50% of those asked had followed up on an advert seen on an outdoor poster.
Finally, the placement of outdoor advertising makes sense. Much of it is located in city and town centre areas, meaning it is far easier for the consumer to take action and visit a shop than an advert viewed on television from the comfort of a sofa.
These factors combine to make outdoor advertising one of the most exciting and innovative forms of advertising and one that continues to show strong growth, even in times of economic adversity.
According to a recent survey by the Outdoor Advertising Association:
- Outdoor Advertising is the fastest growing traditional medium in the UK
- Outdoor Advertising revenue has grown by 67% since 1998
- 95% of the UK’s Top 100 Advertisers use outdoor advertising (up from 83% in 1998)
