Out of Home Advertising
Out of Home Advertising
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.
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.
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.