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Out of Home Advertising

Out of home (OOH) advertising includes any advertising that reaches consumers outside the home, such as billboards, street furniture, transit displays, and digital signage. OOH advertising is focused on marketing to consumers when they are commuting, waiting, or visiting public places. Major OOH advertising formats include traditional billboards, as well as digital billboards and signage. OOH advertising provides revenue for municipalities and is an effective way for brands to promote products and services to busy consumers.

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0% found this document useful (0 votes)
351 views4 pages

Out of Home Advertising

Out of home (OOH) advertising includes any advertising that reaches consumers outside the home, such as billboards, street furniture, transit displays, and digital signage. OOH advertising is focused on marketing to consumers when they are commuting, waiting, or visiting public places. Major OOH advertising formats include traditional billboards, as well as digital billboards and signage. OOH advertising provides revenue for municipalities and is an effective way for brands to promote products and services to busy consumers.

Uploaded by

Ajay Agarwal
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© © All Rights Reserved
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Out of Home advertising (or OOH advertising, OOH Media) is advertising that reaches the consumer while

they are outside the home.


Out of Home advertising is focused on marketing to consumers when they are "on the go" in public places, in
transit, waiting (such as in a medical office), and/or in specific commercial locations (such as in a retail venue).
OOH advertising formats fall into four main categories: billboards, street furniture, transit, and alternative.[1]
The OOH advertising industry in the USA includes more than 2,100 operators in 50 states representing the major
out of home format categories. These OOH media companies range from public, multinational media
corporations to small, independent, family-owned businesses.
Billboard advertising is a traditional OOH advertising format, but there has been significant growth in digital OOH
(digital billboards and place-based networks) in recent years; for example, about 4,900 digital billboard displays
have been installed in the United States.[2]
Traditional roadside billboards remain the predominant form of OOH advertising in the US with 66 percent of total
annual revenue. Today, billboard revenue is 73 percent local ads, 18 percent national ads, and 9 percent public
service ads.[3]
Street furniture is made up of formats such as bus shelters, newsracks, mall kiosks, and telephone booth
advertising. This form of OOH advertising is mainly seen in urban centers. Additionally, this form of advertising
provides benefits to communities, as building and maintaining the shelters people use while waiting for the bus.
Transit advertising is typically advertising placed on anything which moves, such as buses, subway advertising,
truckside, food trucks,and taxis, but also includes fixed static and electronic advertising at train and bus stations
and platforms. Airport advertising, which helps businesses address an audience while traveling, is also included
in this category. Municipalities often accept this form of advertising, as it provides revenue to city and port
authorities.
Street furniture, transit, and alternative media formats comprise 34 percent of total outdoor revenue in the US.
Some of these formats have a higher percentage of national ads than traditional billboards.[4]
Digital Out of Home (DOOH) refers to dynamic media distributed across placed-based networks in venues
including, but not limited to: cafes, bars, restaurants, health clubs, colleges, arenas, gas stations, convenience
stores, barber shops, and public spaces.PQ Media defines DOOH by two major platforms, digital place-based
networks (DPN) and digital billboards & signage (DBB); DOOH networks typically feature independently
addressable screens, kiosks, jukeboxes and/or jumbotrons. DOOH media benefits location owners and
advertisers alike in being able to engage customers and/or audiences and extend the reach and effectiveness of
marketing messages. It is also referred to as Digital Signage.
The overall industry grew 19 percent to $8.3 billion between 2011 and 2012,[5] according to Patrick Quinn, CEO
and founder of PQ Media, a Connecticut-based research and consulting firm. Quinn said gas station television is

one of the largest and fastest growing segments of that category, based in part on its verifiable audience. With
digital TVs in gas stations, nearly 52 million customers are getting snippets of weather, sports highlights, celebrity
gossip and commercials with their gas each month, according to Nielsen. The weekly reach is actually larger than
most of the prime-time TV shows. The largest company in the space is Gas Station TV with 27.5 million monthly
viewers at more than 1,100 stations across the U.S., according to Nielsen.[6] In addition to the large number of
viewers, the audience profile of TVs at gas stations is unique. All are drivers and 76 percent are adults from age
18-49 with a median age of 40 and median household income over 70.000 dollar.[7] According to the Nielsen
Intercept Studies, 89 percent of the consumers are engaged and watching TV at the gas station and 88 percent
love watching every time they fuel because they have nothing else to do.
The reason that this category is growing so rapidly is because busy people are typically busy at home and with
the introduction and acceptance of digital video recorders (DVRs), it has diluted the frequency with which
traditional television commercials are viewed. Every day more TV viewers are skipping past commercials with
their DVRs, making out-of-home advertising all the more appealing.[8] A Nielsen media research study in 2009
showed that 91 percent of DVR owners skipped commercials. As a result, traditional TV advertisers are hungry
for an effective substitute, and digital out-of-home ads appear to be one of the solutions. Digital out of home
advertising seems to be a cost-effective way for promoting or marketing any brand or product. Usage of
billboards and displays for brand promotion is a less expensive way of advertising than television, radio,
newspapers and other mediums.
DOOH also includes stand-alone screens, kiosks, and interactive media found in public places. The availability of
inexpensive LCD screens with built-in media players has opened the door for companies to add interactive video
messages in point of purchase (POP) displays. The displays allow consumers to get additional information at the
moment of decision on a product or service. Growth in the DOOH industry has been increasing in 2009, with
more POP manufacturers, advertisers, and content developers moving to digital.
Non-digital out-of-home refers to other types of media distributed across physical spaces.[9] These are:[citation needed]
Aerial Advertising - Towing banners overhead of beaches, events and gridlock traffic via a fixed wing aircraft
Airship Advertising - An airship can provide one of the physically largest out-of-home advertising platforms.
Billboard bicycle is a new type of mobile advertising in which a bike tows a billboard with an advertising
message. This method is a cost efficient, targeted, and environmentally friendly form of advertising.

Billboard Bicycle in East Coast Park, Singapore


Brochure Distribution - Information displays in public gathering spaces such as transportation centers, lodging
facilities, visitor centers, attractions, and retail environments are targeted ways to distribute highly effective
messaging to a targeted audience. This method is slightly different than traditional OOH as the consumer selfselects the messaging material and can take that message with them.
Bulletin - Bulletin billboards are usually located in highly visible, heavy traffic areas such as expressways,
primary arteries, and major intersections. With extended periods of high visibility, billboard advertisements

provide advertisers with significant impact on commuters. This is the largest standard out of home advertising
format, usually measuring at 11x48 in overall size.
Bus advertising - Firmly establish brand awareness and generate quick recall with high profile exposure near
point of purchase locations.
Commuter rail display - Reaches a captive audience of upscale suburban commuters. Additionally, reaches
lunch-time patrons, shoppers and business professionals.
ComPark advertising - ComPark is a device used for car park advertising; which is placed onto the parallel lines
of a bay and is able to gain instant exposure from motorists that have just parked their vehicle. The ComPark
also serves as a guide to assist motorist in adhering to the parking bay size.
Lamppost banner advertising - Lamp columns are sited everywhere, allowing advertisers and events to use
banners to target precise geographical locations and create massive promotional awareness.
Mobile billboard - Mobile billboards offer a great degree of flexibility to advertisers. These advertisements can
target specific routes, venue or events, or can be used to achieve market saturation. A special version is the
inflatable billboard which can stand free nearly everywhere. This product can also be used for outdoor movie
nights.

Mobile inflatable billboard


Postcards - Free advertising postcards available in venues such as cafes & bars, arts & cultural institutions,
universities and high schools. Postcards are taken from a specially designed display unit with signage indicating
the postcards are free for the general public to take.
Poster - Target local audiences with these billboards, which are highly visible to vehicular traffic and are ideal for
the introduction of new products/services. Marketers use posters to achieve advertising objectives and increase
brand awareness by placing multiple units in strategic locations while lowering the cost per thousand
impressions. This is a standardized poster format, typically measuring 12'3" x 24'6"; formally known as a 30Sheet Poster.
Premier panel - Premiere panels combine the frequency and reach of a poster campaign with the creative
impact of a bulletin.
Premier square - Bright top and bottom illumination on a premiere panel provide extra impact after dark.
Street advertising - The use of pavements and street furniture to create media space for brands to get their
message onto the street in a cost-effective approach.
Taxi advertising - Taxi advertising allows advertisers to highlight their products, whether brand awareness, or a
targeted message, directly to areas where people work, shop, and play.
Wallscape - Wallscapes are attached to buildings and are able to accommodate a wide variety of unusual
shapes and sizes. These billboard advertisements are visible from a distance and provide tremendous impact in
major metro areas.

Other types of non-digital OOH advertising include airport displays; transit and bus-shelter displays; headrest
displays; double-sided panels; junior posters; and mall displays
Regulations on out of home advertising[edit]
Different jurisdictions regulate outdoor advertising to different degrees.

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