Outdoor advertising, also known as out-of-home (OOH), isn’t just another marketing medium; it’s a powerful tool with a unique appeal that digital advertising can’t offer.
From billboards to bus shelters and digital screens, these methods offer unique opportunities to capture audience attention, making them a reliable option for your advertising strategy.
According to the Outdoor Advertising Association of America, 70% of consumers remember what they’ve seen in billboard ads.
Furthermore, the outdoor advertising market is expected to reach $38.9 billion by the end of 2024. In this article, we’ll explore the different types of outdoor advertising and offer tips for success.
What are outdoor advertising?
Out-of-home (OOH) advertising is a marketing strategy that targets consumers while they’re outside their homes.
It’s not limited to outdoor advertising; it also includes advertising in shopping malls, subway stations, and any other public space.
Types of Outdoor Advertising
Your choice of advertising type depends on several factors, including budget, location, and target audience. Outdoor advertising can be divided into two types: traditional and digital.
Traditional outdoor advertising includes static displays such as billboards, posters, and live experiences. Digital advertising includes electronic screens and virtual and augmented reality experiences.
While digital advertising may be more expensive, it offers greater opportunities to attract attention.
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1. Static Billboard Advertising
When we think of outdoor advertising, billboards come to mind, and they are the most popular for good reason. They are large, ubiquitous, and deliver proven results.
Billboards vary in cost depending on their size and location, ranging from $750 to over $14,000 per month.
These traditional, non-digital billboards are found on highways and urban streets around the world and are still effective at attracting attention, especially if they stand out from their surroundings.
2. Digital Billboard Advertising
Digital billboards, or advertising stands, feature video and animation, making them more eye-catching. You can be creative with your advertising message, but the cost of these billboards can be up to four times higher than static billboards.
These billboards often include animations that range from simple drawings to fully CGI-generated videos.
3. Mobile Billboard Advertising
These billboards are large trucks or vehicles with advertising designs wrapped around them to promote your business. These designs can be static or digital, and the cost of renting these trucks ranges from $100 to $400 per hour for advertising in high-traffic areas.
This category also includes branded delivery trucks.
4. Banners
One popular example of banner advertising is the pole-mounted banner, often used to advertise events and attractions in major cities.
But under the banner umbrella, there are other types, including:
Bridge Banners:
If you want to target travelers, roadside advertising isn’t the only option. Advertising on the sides of bridges is an effective way to attract attention on high-traffic highways.
Indoor Banners:
There’s something called indoor and outdoor advertising combined. From airports to sports stadiums, banners in public spaces have a huge potential to grab people’s attention, so companies pay upwards of $50,000 for prime locations.
Freestanding Banners:
These banners are one of the most affordable solutions small businesses can use for outdoor and roadside advertising.
A simple banner on a pole or stand can attract local traffic in the surrounding area, and custom freestanding banners can cost less than $50.
5. Outdoor Banners
If you’re looking for an economical solution to grab the attention of passersby outside your business or event, a simple outdoor banner or wall poster may be the perfect solution, provided you put the proper effort into its design.
In addition to A-frame banners, outdoor banners can include permanent signs outside businesses, political posters at public events, and more. If you prefer DIY, you can paint designs directly onto your store window to grab attention.
6. Transit Ads
These types of ads are commonly seen on trains and buses. About 38% of consumers tend to stop at stores on their way home, so transit ads have the potential to generate immediate results from commuters.
Transit is one of the few places where your audience is likely to sit, giving them the opportunity to absorb more information from your ad.
While commuters may have more time to scan an ad, they’re still in a hurry, so remember, simple is better.
7. Commercials
Whether you own a store, sell a product, or promote a lifestyle, commercials can be an excellent way to spread awareness. When someone enters a commercial space, they’re specifically looking for products to purchase, and you have the opportunity to show them that what you sell is what they need.
Examples of commercials include:
Display windows
Point-of-sale displays
Packaging designs
Shop/store signage
And many more.
Every aspect of the retail experience is an opportunity to differentiate your brand.
