Reasons for Using Outdoor
Growing
People are out and about more, especially the younger more affluent groups.
More people are seeing Outdoor advertisements.
Accountable
Roadside and the London Underground are measured by POSTAR, one of the world’s leading audience measurement tools. Click on POSTAR to access more information.
Diverse
The range of available opportunities is vast – from huge high impact banners, special builds and large format roadside billboards right through to advertising opportunities at stations, in trains, bus shelters, on taxis, buses, in leisure centres, on plasma screens and postcards, and in shopping malls and supermarkets.
Consumers can be reached as soon as they step out of their home right to the very point of purchase.
Improving
Constantly investing to improve the quality of the plant.
Raising the overall standard (e.g. illumination) increases the audience delivery.
Adaptable
As a flexible communication tool it is without equal.
With television audiences continuing to fragment under the onslaught of the new digital services, 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.
Innovative
The Outdoor industry is constantly introducing fresh ideas. In addition to introducing new formats it is eager to involve itself with new technology. Be it digital, SMS, LED, sound or even intriguing smells – if it helps our customers talk to their customers in new and exciting ways then we’ll be there.
Because of its size, diversity and versatility, it is helpful to organise the outdoor market into three sectors.
Roadside
Includes everything from phone kiosks, 6 sheets, 48 sheets. 96 sheets, large format special builds through to banners.
With its universal reach, Roadside is a very effective way of quickly reaching mass audiences.
Very effective at reaching young male audiences – a target group that other media find difficult to deliver
Transport
A wide ranging sector covering railway & underground systems, airports, buses, taxis, and trucksides etc.
Offers a high street presence in some areas where Roadside may have low penetration.
Can provide longer consumer dwell time opportunities.
Retail/PoS/Leisure
Includes opportunities in health and leisure centres and sites seen at shopping malls, supermarkets and petrol stations, plus activity such as screens and trolley posters.
Often used to complement in-store activity and support price promotions
Reaches consumer in “shopping mode”.