Outdoor Advertising AdvantagesDiscover both the advantages and disadvantages of outdoor advertising.

When people think of Outdoor Advertising, they usually think of the colorful billboards along our streets

and highways. Included in the "outdoor" classification, however, are benches, posters, signs and transit

advertising (the advertising on buses, subways, taxicabs and trains).  They are all share similar advertising

rules and methods.

Outdoor advertising reaches its audience as an element of the environment.  Unlike newspaper, radio or

TV, it doesn't have to be invited into the home.  And it doesn't provide entertainment to sustain its

audience.

Some Outdoor Advantages:

Since it is in the public domain, Outdoor Advertising assuredly reaches its audience.   People can't

"switch it off" or "throw it out." People are exposed to it whether they like it or not. In this sense,

outdoor advertising truly has a "captured audience."

It's messages work on the advertising principle of "frequency." Since most messages stay in the

same place for a period of a month or more, people who drive by or walk past see the same

message a number of times.

Particular locations can be acquired for certain purposes. A billboard located a block in front of

your business can direct people to your showroom. Or you can reach rural areas efficiently by

placing a billboard in each small town.

Outdoor advertising is an excellent adjunct to other types of advertising you are doing. In fact, it

is most effective when coupled with other media.

Some Outdoor Disadvantages

Outdoor advertising is a glance medium.  At best, it only draws 2-3 seconds of a reader's time.

Messages must be brief to fit in that 2-3 second time frame.  Ninety-five percent of the time,

either the message or the audience is in motion.

The nature of the way you have to buy outdoor advertising (usually a three month commitment)

is not conducive to a very short, week-long campaign.

When you buy outdoor advertising, remember that location is everything. High traffic areas are ideal. A

billboard in an undesirable area will do you little good. Keep your message concise (use only five to

seven words) and make it creatively appealing to attract readership. Few words, large illustrations (or

photos), bold colors and simple backgrounds will create the most effective outdoor advertising messages.

Outdoor advertising is a spectacular medium. It offers us an effective means of introducing products and services at a cost lower than most other media.

As is the case with all the advertising media, outdoor advertising has some primary advantages and disadvantages that must be considered by anyone thinking of using the medium as an advertising vehicle.

Among the primary advantages are:

Audience impact – outdoor is big, colourful, and impossible to ignore by the motoring public. Economical – outdoor has the least expensive CPM levels of the major advertising media. It can be bought on the

national, regional, or local basis, which means advertisers of all sizes can use the medium.

Excellent reminder medium – outdoor can be an excellent supplement to other media in keeping the brand name before the public. This is particularly valuable for established brands.

Some of the disadvantages of outdoor are:

Creative limitations – outdoor advertising cannot tell a story. Most advertising professionals warn against using more than seven to ten words in an outdoor message. An advertising message that does not lend itself to a visual interpretation is probably unsuitable for outdoor.

Little audience selectivity – while certain areas of a market might be pinpointed, outdoor, is basically a mass medium.

Availability can be a problem – in many communities, demand is greater than available poster sites. Real estate costs, including high property taxes, are a continuing problem for the industry, and these costs must be passed along to advertisers even though they are unrelated to higher circulation.

Thus out-of-home advertising is the most visual of all advertising media. It reaches prospects while they are in the marketplace. Outdoor is an excellent way to introduce a product or to supplement other media advertising. The creative appeal and the massive size of many outdoor media more than offset their short messages.

Benefits of Outdoor Advertising66rate or flag this page

By advertisingdude

An “oldie”, but still one of the best methods in existence, is known as outdoor advertising. Having existed for hundreds of years, it is equally effective in today’s age. Given all inventions of modern media, outdoor advertising signs have reached new technological peeks and attract a broader audience range than ever before. Several advantages occur when utilizing outdoor advertising agencies to develop an outdoor marketing campaign.

24 Hours A DayAdvertising anything outdoors means 24-hour exposure to the public eye. Outdoor advertising signs are not temporary or periodic, but rather consistent and non-stop. It’s always in sight for the public night or day, rain or shine. Radio, television, and print ads and most other media are all momentary and sporadic.Investment Outdoor advertisements are one of the most cost efficient ways to reach potential customers and clients. Additionally, this type of advertising costs 80 percent less overall than television, 60 percent less than print advertisements and 50 percent less than radio advertising. Easily incorporated into an all inclusive media focal launch, it can be combined with along television, radio and also print. Outdoor advertising agencies will in fact work with all media-advertising agencies to produce the most effective ad campaigns imaginable.Attention SpanThe majority of humans will quite naturally focus on an outdoor advertisement in comparison to the same ad in newspapers, on TV or on the radio. Stuck in traffic or waiting at the bus stop, most individuals are looking for something to pass time. The human eye will rapidly fixate on an outdoor ad sign to help pass time and avoid boredom. Thus said, positioning ads at bus stops, busy intersections and/or along highways prone to high volume can be creative

Flexibility Outdoor advertising can be located in any areas where it will most likely be effective. For example, a company selling holistic and whole foods, would be wise to place a mobile billboard at a Farmer’s Market. A new night club would be smart to select a location outside of a restaurant where early diners might be looking for after dinner entertainment. These same ads when in newspapers or on radio may be missed altogether by the ideal target audience.State of The ArtThe latest technology now available is such that can create incredibly eye-catching advertisements. Billboards are now actually interactive and tri-vision permits 3 various ads to be displayed on one sign. Additionally, the time actual time needed

create and print the ad has been cut in half thanks to new state of the art computer ink-jet printers.Advertising outdoors has its’ advantages over pretty much all other forms of media marketing. The most cost efficient as well as the most mobile, outdoor marketing is a tremendous addition to any advertising campaign. Furthermore, ads can be relocated over and over again to target a specific audience or left in one spot for 24/7 exposure. Outdoor marketing is not only flexible, it can reach the widest audience in the shortest period of time.

The advantages of outdoor advertisingDenver Business Journal - by Monique Reece-MyronDate: Sunday, August 30, 1998, 10:00pm MDT

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What form of advertising can be experienced 24 hours a day, seven days a week, is not

surrounded by editorial, programming or photographs, and can be targeted to reach

specific audiences by neighborhood?

If you guessed outdoor, you're right. Outdoor advertising includes billboards, posters,

airport ads, bus signs, mall posters transit shelters, stadium signs, bench advertising and

more. It is estimated that there are more than 40 types of outdoor advertising, with

billboards being the most widely recognized media.

Outdoor advertising also has another advantage, which is cost, opening the door for all

advertisers -- small or large. According to the Outdoor Advertising Association of

America, outdoor advertising is 80 percent less expensive than TV, 60 percent less

expensive than newspapers and 50 percent less expensive than radio.

Unlike other advertising mediums, the audience viewing outdoor advertising is often

bored, looking for something to read. This is what makes a moving billboard, like a bus,

so interesting, compellingly creative and memorable. Creativity is the key element in

outdoor advertising.

Outdoor is considered to be one of the oldest advertising mediums, yet technology has

provided the opportunity to develop creative, eye-catching messages. High-impact

billboards now include tri-vision signs which allow three advertising messages per

location, 3-D images and even interactive billboards. For example, a company in New

York City allows drivers to switch messages on their billboard by using their own garage

remote controls. The message must have been targeted at commuters, not New Yorkers.

Another advantage that technology has provided is an incredible reduction in time to

print ads. Seattle-based Ackerly Group, the sixth-largest outdoor advertising company in

the world, recently installed AKMedia/Megaprint. Signs that previously took 40 hours to

paint can now be printed in just two hours by printing on continuous inkjet printers.

Case studies prove the right message in the right place at the right time generates sales.

Whether promoting new or existing products or personalities, both local and national

companies know by dominating the medium and moving the message closer to the

customers purchase decision, billboards work.

McDonalds uses billboards to direct hungry motorists off a highway to a specific

location. Radio stations know the best place to remind listeners to switch stations is when

they are in their cars. Car manufacturers realize there is no better way to reach their best

prospects: drivers of cars and trucks.

Altoids created "Curiously Strong" brand awareness after implementing a campaign

using alternative newspapers and a variety of outdoor advertising mediums. Outdoor

generated an awareness of 76 percent, market share grew by a 5-to-1 margin vs. markets

without advertising, and the brand's business grew by 31 percent to $18.7 million.

Denver-based John Atencio Jewelers is a believer in outdoor advertising. According to

Roxann Souci, marketing director for John Atencio, creativity is the s ingle most

important aspect of their billboards. "We focus on large, clutter free, oversized images,"

Souci stated. Regarding the effectiveness of the billboards, Souci said, "When an image

changes, our customers call us and ask about that particular design. We also monitor

media effectiveness by tracking customer feedback." John Atencio is very proactive in

marketing planning, placing media buys as far out as five years in advance. This secures

key locations as well as better prices.

New technologies have turned one of the oldest advertising mediums into one of

the most cost-effective, high-impact advertising mediums available. It's one

medium where complete size and results are worth consideration.

Monique Reece Myron is president of MarketSmarter, a marketing training and

consulting firm, and co-author of "Market Smarter, Not Harder." Send comments to

OUTDOOR ADVERTISING 101

FAQ

Q. What is Outdoor Advertising?

A. Outdoor or Out-of-Home Advertising is advertising appearing outside the home.[less]

Q. Who uses Outdoor Advertising?

A. Over 70% of outdoor ads promote local businesses. That number is even higher in non-urban areas. Heavy user categories include entertainment, media, fashion, travel and packaged goods.[less]

Q. Why is Outdoor effective?

A. Three (3) of the major benefits of Outdoor are: Reach: Outdoor ads will reach large numbers of consumers, whether in

the total market or in a desired “Trading Zone” that circles your business.

Frequency: Outdoor ads are bought in month long increments (4 week cycles) so there are many multiple opportunities for consumers to connect with, act on your message and increase awareness of your business, your brand.

Presence: Outdoor ads are present 24/7. Your message will be in front of a prospective customer on THE day that is relevant to him/her. There is no “hit or miss” using outdoor. It is a constant reminder of your business.

[less]

Q. What is a “directional” ad?

A. A directional ad advises consumers of their proximity to your business by using phrases like “right off exit 16”, or “make a left on Elm Street”. Directional messages are used heavily by motel, restaurant, and retail advertisers. They are especially useful for businesses that may be a bit “off the beaten path”.[less]

Q. How do Outdoor ads compare to other local options like radio or newspaper?

A. There are a few key benefits that Outdoor provides over other local media: “Media Choice Irrelevant” By that we mean that Outdoor impacts

consumers as they move about their daily lives. Their media choices (what they read, watch, listen to, or subscribe to) are irrelevant – Outdoor delivers your message and captures their attention regardless!

"Less Clutter” Outdoor ads are stand alone and allow your message to break through the confusion of a newspaper page or radio segment.

“Lower Entry Cost” Outdoor delivers more eyeballs, provides more impressions for less money than any other media form

“24/7 Presence” Outdoor is ALWAYS there, all the time. It cannot be TURNED OFF.

“Creative” Most media provide turn-key creative. With our in-house creative team your message will be brought it life with ad agency quality and full color options at no cost to you.

[less]

Q. Why does Client select an outdoor program that would work for his business?

A. Our account specialists possess expertise in marketing and research backed by a creative staff that can walk you through the entire process. We listen to your needs and your objectives and then tailor a program unique and specific to your goals.[less]

Q. How much does it cost?

A. We work with budgets of all sizes. Ad prices vary greatly depending on location, number of units and length of program. Many of our large local and regional advertisers started as a single billboard client and have grown from there. We provide the same service and tools to a local advertiser as we do to a large national explanation. We build our business one sign at a time.[less]

Outdoor advertising is a necessity for many businesses. If you only advertise in your store, you won't be

able to advertise to local prospects and those driving or walking by. You can get a lot of business from

passersby who stop in to your store on impulse. Of course, people get those impulses from seeing your

outdoor advertising, usually in the form of a poster printing piece like a huge sign or billboard.

Posters work well for businesses that have a large, local target market. That's why billboards are so

popular - they can reach hundreds of thousands of people in the course of just one day on a busy highway.

Many people don't think of a billboard as a poster, but most billboards are just huge posters pasted

together to create one huge poster.

Advantages of outdoor advertising posters 

You can't switch off an outdoor advertisement. People can turn off the TV or radio, they can't turn off

billboards and other outdoor posters. When people drive by billboards or walk by posters on the side of a

building, they can choose not to look, but they often do look. Even if they don't want to, curiosity gets the

best of them and by the time they've decided they don't really need to read the poster, they've already read

it. That leads to the next advantage.

Posters are easy to digest. By their very nature, posters are graphic elements with little text. People

process images much faster than they process words, which means posters can be quickly and easily

understood.

People spend a lot of time in their vehicles. The average commuter spends 25 minutes on her drive to

work which is nearly an hour a day spent driving past billboards and signs. When you factor in traffic,

that's probably is an hour spent sitting on highways and city streets, bored. When people are bored they

like to look at interesting things. That's where your outdoor advertising comes in.

Posters aren't as expensive as other forms of advertising. Outdoor advertising, which pertains mostly to

billboards, are priced as CPM, or cost per thousand. (Mille means thousand in Latin. Why not just shorten

it to CPT? Sometimes it is seen as CPT, but most printers refer to it as CPM. I'm not sure why.) CPM is

the cost of reaching 1,000 potential viewers through an outdoor advertising display. You can find the

CPM of a billboard by dividing the monthly cost by the monthly circulation in thousands. The billboard

company that rents the space can tell you what the monthly circulation is of each billboard. Circulation is

the number of people who see the billboard each month. So, if you pay $2,000 to rent a billboard for one

month and the billboard has a monthly circulation of 2,000 viewers, you've just paid $1 per view. If the

monthly circulation is 10,000 for that same $2,000 billboard, you'll only pay 20 cents per view. That's

cheaper than postcard marketing!

If you can find a great spot for a billboard at a reasonable cost, give it a try. Just make sure your message

is short (less than eight words) and that your graphics are able to do your talking for you. You can gain

many new customers for little money.

Article Source: http://EzineArticles.com/1460259

Benefits Of Outdoor Advertising• Categorized as Business | Benefits Of Outdoor Advertising

Benefits of Outdoor Advertising

Outdoor advertising helps to market any business   to prospective customers. This is a good method of

attracting new customers and it also provides many other benefits.

1. Increases exposure

Outdoor advertising provides 24-hour publicity to the public. The signs are not periodic or temporary, but

rather non-stop and consistent. The advertisement is always going to be seen by the public, whether day

or night. Other media like print ads, television and radio are all sporadic and momentary.

2. Very flexible

Another key outdoor advertising benefit is that it can be positioned in places where it is going to be very

effective. For instance, a firm that specializes in dealing with whole and holistic foods would be well

advised to place their billboards near a market. Additionally, a new club could possibly place an

advertisement outside a restaurant to provide early diners the chance for entertainment after diner. These

same advertisements when placed on radio or in newspapers might be missed by the target audience.

3. Highly efficient

Advertising in the outdoors is very efficient. In fact, no other medium of advertising reaches as many

potential customers, frequently, at a low cost. It generates repeat exposure and is a good method of

keeping your brand in the spotlight.

4. Cost effective

Outdoor advertising provide a cheaper alternative of advertising your services and products. This

particular type of advertising costs less than television, radio and print advertisements. An additional

benefit is that outdoor advertising firms work with other media-advertising firms in order to come up with

highly effective advertising campaigns.

5. Dazzling advertisements

The new technology that is now accessible can create attention grabbing advertisements. Actually,

advertisements are now interactive with the capability of displaying three different advertisements

simultaneously in one billboard.

Nevertheless, outdoor advertising only draws about two or three seconds of a persona€™s time, which

might not be enough time to deliver the intended message.

The benefits of billboards and other outdoor advertising 

According to the Outdoor Advertising Association of America,outdoor advertising is 80 percent less expensive than TV 

and 60 percent less expensive than newspapers. 

 What is outdoor advertising? Outdoor advertising can range from posters or signs in a ballpark, at a rally, on a bus-stop bench, on the outside of a bus and around an airport or transit system … to the familiar towering billboards along metro or rural highways and byways. It can even be a magnetized sign you put on the side of your car, van or SUV.

 Billboards and other outdoor ads are an especially effective way to capture attention, reach busy people, change attitudes and convey an important new message. Posting large billboards can be an affordable way to reach people where they spend a lot of time: in cars, vans, buses and other means of transit. Unlike many other mediums, billboards are "on the air" 24/7. In media terms, billboards have a high level of frequency and reach. Combine with other mediums for even better results

Of course, any advertising medium works best when combined with other mediums, such as radio or print ads and Internet messages. No-cost options can help reinforce outdoor ad messages, too. For example, supplemental message might include letters to the editor, press releases or story ideas sent to local journalists and editors, or small ads placed in local bulletins, newsletters and other publications.  Style - what works best?

A billboard is more like a sign than an ad per se, so short, simple and clear works best and "less is more" -- especially in today's saturated communications environment.  Clear, uncluttered designs; short, simple messages on a white background; and bright, bold colors have proven to be highly effective in media-testing of billboard

advertising. Bold blue, red, green or gold are among the best colors for outdoor signs and ads. Placement. Billboards can also be targeted to reach a particular audience at a selected location. You can display billboards over a long stretch of highway, free from cluttered competing media and messages. Or, it can be near a busy area trafficked by a specific target audience, such as college students who may be considering abortion. Ads near a school can reach students and also parents who may not realize their own kids are at risk of coercion. The same ad can also reach a middle-aged women who may be suffering from post-abortion issues and realize she is not alone. Targeting your audience Billboards are an ideal medium to target a particular audience at a particular location. For example, if you wanted to reach young people, you could purchase billboards near schools. Since "The UnChoice" message impacts everyone in one way or another, you may want to select a busy intersection or interstate highway. Ads near a school can also reach parents who may not realize their kids are at risk of coercion, or a parent who may be suffering from post-abortion issues and realize she is not alone. You can palce billboard ads near busy bus or train depots, in or near airports, or along highly trafficked metro areas.

Our billboards feature the url of a web site – TheUnChoice.com – which direct people to the type of information and help they may need. Whether it's someone seeking a compassionate friend, a counselor who understands post-abortion issues, or someone who simply wants to hear more or volunteer to help, this can open the door to many good things. Or, it may even reach a grandparent who had an abortion long ago or another who may want to warn family members or get involved as a volunteer or in some other way. Given the reality that most people's lives have been touched in some way by abortion, billboards can reach a wide audience in many locations, from busy bus stations, train stations or airports to other highly trafficked metro areas and even remote highways where  travelers have time to really think about the message. If you plan ahead, you can reserve the best locations. In some very competitive or highly popular and well-trafficked areas, there are people who plan a year or even several years ahead to get ideal placements.    How The UnChoice billboards can open doors. 

Our billboards feature the address of this web site – www.TheUnChoice.com. This directs people to the particular type of information and help they may need.

 Whether it’s someone who's had an abortion

seeking a compassionate friend or expert consultation, a professional who wants to better understand post-abortion issues, an advocate who wants access to the latest research or user-friendly resources, or someone else who wants to learn more or even volunteer to help ... your billboard placements can open the door to many good things. Your effort can help end the injustice sooner rather than later by educating people about unwanted abortions, post-abortion issues and other risks to both the unborn and women. Why the coercion message comes first and what it can accomplish

Unwanted or coerced abortions are an injustice in their own right. Educating the public about unwanted abortions is an important step in exposing this and other harm that endangers the rights and lives of both women and children. Once people go to the web site featured on the billboard, they'll also see a long list of psychological and physical risks. In some cases, this information will deter those who coerce or consider abortion.

This message also lets women already hurt or at risk of coercion, injury and other issues know that others see and care, while directing them to a content-rich site for further information, resources, help or referral. (We also offer a healing-focused billboard and campaign to help those already hurt. This may be a good option to run near clinics that refer or do abortions. It can warn people of the dangers or alert those already hurt, including those who may be involved in a repeat abortion.)

BillboardFrom Wikipedia, the free encyclopedia

For the magazine, see Billboard (magazine). For other uses, see Billboard (disambiguation).

The examples and perspective in this article may not represent a worldwide view of the subject. Please improve this article and discuss the issue on the talk page. (September 2008)

Billboards on Times Square, New York

A billboard (also called a "hoarding" in the UK and many other parts of the world) is a

large outdoor advertising structure (abilling board), typically found in high traffic areas such as

alongside busy roads. Billboards present large advertisements to passing pedestrians and drivers.

Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are highly

visible in the top designated market areas. Bulletins are the largest, most impactful standard-size

billboards. Located primarily on major highways, expressways or principal arterials, they

command high-density consumer exposure (mostly to vehicular traffic). Bulletins afford greatest

visibility due not only to their size, but because they allow creative "customizing" through

extensions and embellishments.

Posters are the other common form of billboard advertising, located chiefly in commercial and

industrial areas on primary and secondary arterial roads. Posters are a smaller format than

bulletins and are viewed principally by residents and commuter traffic, with some pedestrian

exposure.

Contents

 [hide]

1   Painted billboards

2   Advertising style

3   Digital billboards

4   Inflatable billboards

5   Other types of billboards

6   Placement of billboards

o 6.1   Visual and environmental concerns

o 6.2   Road safety concerns

o 6.3   Laws limiting billboards

7   Usages

o 7.1   Highway

o 7.2   Big name advertisers

o 7.3   Tobacco advertising

o 7.4   Non-commercial use

8   Governance

9   History

10   Billboard owners

11   Billboard manufacturers

12   Notable billboards

13   See also

14   References

[edit]Painted billboards

Almost all these billboards were painted in large studios. The image was projected on the series

of panels that made up the billboard, then "pounced" on the board, marking the outlines of the

figures or objects. Then, using oil paints, the artists would actually use large brushes to paint the

image. Once the panels were installed using large hydraulic booms on trucks, the artists would

go up on the installed billboard and touch up the edges between the panels. These large, painted

billboards were especially popular in Los Angeles where historic firms such as Foster & Kleiser

and Pacific Outdoor Advertising dominated the industry. Eventually, these painted billboards

gave way to graphic reproduction, but hand-painted billboards are still in use in some areas

where only a single board or two is required. The "Sunset Strip" in Los Angeles is one area

where hand-painted billboards can still be found, usually to advertise upcoming films or albums

in the heart of the entertainment industry.

[edit]Advertising style

Billboard advertisements are designed to catch a person's attention and create a memorable

impression very quickly, leaving the reader thinking about the advertisement after they have

driven past it. They have to be readable in a very short time because they are usually read while

being passed at high speeds. Thus there are usually only a few words, in large print, and a

humorous or arresting image in brilliant color.

Some billboard designs spill outside the actual space given to them by the billboard, with parts of

figures hanging off the billboard edges or jutting out of the billboard in three dimensions. An

example in the United States around the turn of the 21st century were the Chick-fil-A billboards

(a chicken sandwich fast food chain), which had three-dimensional cow figures in the act of

painting the billboards with misspelled anti-beef slogans such as "frendz don't let frendz eat

beef."

The first "scented billboard," an outdoor sign emitting the odors of black pepper and charcoal to

suggest a grilled steak, was erected on NC 150 near Mooresville, North Carolina by the Bloom

grocery chain. The sign depicted a giant cube of beef being pierced by a large fork that extended

to the ground. The scents were emitted between 7–10 a.m. and 4– to 7 p.m. from May 28, 2010

through June 18, 2010.[1]

[edit]Digital billboards

Digital billboard with changing images, Ypsilanti, MI

Billboard at the closed Forum Hotel in Kraków, Poland. It is the biggest billboard in Europe. It displays a new

advertisement every month.

A digital billboard is a billboard that is created from computer programs and software. Digital

billboards can be designed to display running text, display several different displays from the

same company, and even exist to provide several companies a certain slot of time during the day.

Because of the versatility and increased potential revenue for these signs, they are likely to

become the standard for the future.

Some companies that create the intelligence behind digital billboards are Four Winds

Interactive, Scala, and Helius.

[edit]Inflatable billboards

Inflatable billboard in front of a sports stadium

An inflatable billboard is an inflatable framework with an attached banner ad. Most of them

famously appear near sports events or exhibitions. Inflatable billboards can be installed nearly

everywhere standing free. They are secured with counter weights and tensioning ropes.[2]

[edit]Other types of billboards

Special advertising trailer with billboard (SkyBoard)

Fast food billboards in Bowling Green, Kentucky

Other types of billboards include the Billboard bicycle, which is a billboard attached to the back

of a bicycle or the largest mobile billboard, a special advertising trailer to hoist big banners.

Mechanical billboards are billboards that display three different billboards at diffent times,

because the three advertisements are attached to a conveyor that rolls around inside the billboard.

There is also such thing as a three-dimensional billboard, such as the ones at Piccadilly

Circus, London, although this type of billboard is arguably mistaken for a simple advertising

sign.

[edit]Placement of billboards

Some of the most prominent billboards are alongside highways; since passing drivers typically

have little to occupy their attention, the impact of the billboard is greater. Billboards are often

drivers' primary method of finding lodging, food, and fuel on unfamiliar highways. There were

approximately 450,000 billboards on United States highways as of 1991[citation needed]. Somewhere

between 5,000 and 15,000 are erected each year. In Europe billboards are a major component

and source of income in urban street furniture concepts.

1940s 3AW billboard advertising For the Term of his Natural Life in Melbourne

An interesting use of billboards unique to highways was the Burma-Shave advertisements

between 1925 and 1963, which had 4- or 5-part messages stretched across multiple signs,

keeping the reader hooked by the promise of a punchline at the end. This example is in

the National Museum of American History at the Smithsonian Institution:

Shaving brushes

You'll soon see 'em

On a shelf

In some museum

Burma-Shave

These sort of multi-sign advertisements are no longer common, though

they are not extinct. One example, advertising for the NCAA, depicts

abasketball player aiming a shot on one billboard; on the next one, 90

yards (82 meters) away, is the basket. Another example is the numerous

billboards advertising the roadside attraction South of the

Border near Dillon, SC, stretching along I-95 for many states.

Many cities have high densities of billboards, especially in places where

there is a lot of pedestrian traffic—Times Square in New York City is a

good example. Because of the lack of space in cities, these billboards

are painted or hung on the sides of buildings and sometimes are free-

standing billboards hanging above buildings. Billboards on the sides of

buildings create different stylistic opportunities, with artwork that

incorporates features of the building into the design, such as using

windows as eyes, or for gigantic frescoes that adorn the entire building.

[edit]Visual and environmental concernsThe neutrality of this section is disputed. Please see the discussion on the talk page. Please do not remove this message until the dispute is resolved. (July 2009)

The Animal Liberation Front vandalized this Chick-fil-A billboard to support

its vegan aims.

Many groups such as Scenic America have complained that billboards

on highways cause excessive clearing of trees and intrude on the

surrounding landscape, with billboards' bright colors, lights and large

fonts making it difficult to focus on anything else, making them a form

of visual pollution. Other groups believe that billboards and advertising

in general contribute negatively to the mental climate of a culture by

promoting products as providing feelings of completeness, wellness and

popularity to motivate purchase. One focal point for this sentiment

would be the magazine AdBusters, which will often showcase

politically motivated billboard and other advertising vandalism,

called culture jamming.

In 2000, rooftops in Athens had grown so thick with billboards that it

was difficult to see its famous architecture. In preparation for the 2004

Summer Olympics, the city embarked on a successful four-year project

demolishing the majority of rooftop billboards to beautify the city for

the tourists the games will bring, overcoming resistance from

advertisers and building owners. Most of these billboards were illegal,

but had been ignored up to then.

In 2007, São Paulo, Brazil instituted a billboard ban because there were

no viable regulations of the billboard industry. Today, São Paulo,

Brazil, is working with outdoor companies in the region to rebuild the

outdoor infrastructure in a way that will reflect the vibrant business

climate of the city while adopting good regulations to control growth.

[edit]Road safety concernsThe neutrality of this section is disputed. Please see the discussion on the talk page. Please do not remove this message until the dispute is resolved. (July 2009)

In the United States, many cities tried to put laws into effect to ban

billboards as early as 1909 (California Supreme Court, Varney & Green

vs. Williams) but the First Amendment has made these attempts

difficult. A San Diego law championed by Pete Wilson in 1971 cited

traffic safety and driver distraction as the reason for the billboard ban,

but was narrowly overturned by the Supreme Court in 1981, in part

because it banned non-commercial as well as commercial billboards.

Billboards have long been accused of being distracting to drivers and

causing accidents. However, this may not necessarily be true, as a study

by researchers at the University of North Carolina showed. Released in

June 2001, the researchers prepared a thorough report on driver

distraction for the AAA Foundation for Traffic Safety. This study said:

"The search appears to suggest that some items—such as CB radios,

billboards, and temperature controls—are not significant distractions."

Traffic safety experts have studied the relationship between outdoor

advertising and traffic accidents since the 1950s, finding no

authoritative or scientific evidence that billboards are linked to traffic

accidents. However, many of these studies were funded by the Outdoor

Advertising Association of America, which has led to accusations of

bias. The methodology used in certain studies is also questionable.

The U.S. Department of Transportation, State Department of

Transportation and property/casualty insurance companies statistics on

fatal accidents indicate no correlation between billboards and traffic

accidents. A broad sampling of law enforcement agencies across the

country found no evidence to suggest that motor vehicle accidents were

caused by billboards. Property and casualty insurance companies have

conducted detailed studies of traffic accident records and conclude no

correlation between billboards and traffic accidents.

However, studies based on correlations between traffic accidents and

billboards face the problem of under-reporting: drivers are unwilling to

admit responsibility for a crash, so will not admit to being distracted at a

crucial moment. Even given this limitation, some studies have found

higher crash rates in the vicinity of advertising using variable message

signs[3] or electronic billboards.[4]

It is possible that advertising signs in rural areas reduce driver boredom,

which many believe is a contribution to highway safety. On the other

hand, drivers may fixate on a billboard which unexpectedly appears in a

monotonous landscape, and drive straight into it (a phenomenon known

as "highway hypnosis").[5]

Surveys of drivers and road users show that the lighting provided by

billboards provide security and visibility to many motorists. The Federal

Highway Administration (FHWA) went on record (Federal Register,

March 5, 1999) stating that the agency agrees that appropriately

regulated billboards do not compromise highway safety. It should be

noted that this statement was made before the release of the FHWA

report Research review of potential safety effects of electronic

billboards on driver attention and distraction[4] in 2001. What level of

regulation is appropriate for billboards in different areas is still under

discussion by road safety experts around the world.

[edit]Laws limiting billboards

In 1964, the negative impact of the over-proliferation of signage was

abundantly evident in Houston, Texas, and it motivated Lady Bird

Johnson to ask her husband to create a law. At the same time the

outdoor advertising industry was becoming aware that excessive signs,

some literally one in front of the other, was bad for business.

In 1965, the Highway Beautification Act was signed into law. The act

applied only to "Federal Aid Primary" and "Defense" highways and

limited billboards to commercial and industrial zones created by states

and municipalities. It required each state to set standards based on

"customary use" for the size, lighting and spacing of billboards, and

prohibited city and state governments from removing billboards without

paying compensation to the owner. The act requires states to maintain

"effective control" of billboards or lose 5% of their federal highway

dollars.

The act also required the screening of junk yards adjacent to regulated

highways.

Around major holidays, volunteer groups erected highway signs

offering free coffee at the next rest stop. These were specifically

exempted from the limits in the act.

Currently, four states—Vermont, Alaska, Hawaii, and Maine—have

prohibited billboards. Vermont's law went into effect in 1968,[6] Hawaii's law went into effect in 1927,[7] Maine's law went into effect

in 1979,[8] and Alaska's law went into effect upon its achievement of

statehood in 1959.

In the UK, billboards are controlled as adverts as part of the planning

system. To display such an advert is a criminal offence with a fine of up

to £2500 per offence (per poster). All of the large UK

outdoor advertisers such as CBS Outdoor, JCDecaux, Clear

Channel, Titan and Primesight have numerous convictions for such

crimes.[9][10]

In Toronto, Canada, a municipal tax on billboards was implemented in

April 2010. A portion of the tax will go to help fund arts programs in

the city.[11]

[edit]Usages

[edit]Highway

Many signs advertise local restaurants and shops in the coming miles,

and are crucial to drawing business in small towns. One example

is Wall Drug, which in 1931 erected billboards advertising "free ice

water" and the town of Wall, South Dakota was essentially built around

the 20,000 customers per day those billboards brought in (as of 1981).

Some signs were placed at great distances, with slogans such as "only

827 miles to Wall Drug, with FREE ice water." In some areas the signs

were so dense that one almost immediately followed the last. This

situation changed after the Highway Beautification Act was passed; the

proliferation of Wall Drug billboards is sometimes cited as one of the

reasons the bill was passed. After the passage of the act, other states

(such as Oregon[12]) embarked on highway beautification efforts.

ATB Financial ad, Edmonton

[edit]Big name advertisers

Billboards are also used to advertise national or global brands,

particularly in more densely populated urban areas. According to

the Outdoor Advertising Association of America, the top three

companies advertising on billboards as of 2009

were McDonald's, Verizon Long Distance and Pepsi. A large number

ofwireless phone companies, movie companies, car manufacturers and

banks are high on the list as well.

[edit]Tobacco advertising

Mail Pouch Barn advertisement: A bit of Americana in southern Ohio. Mail Pouch

painted the barns for free.

Prior to 1999, billboards were a major venue of cigarette advertising;

10% of Michigan billboards advertise alcohol and tobacco, according to

the Detroit Free Press.[13] This is particularly true in countries where

tobacco advertisements are not allowed in other media. For example, in

the US, tobacco advertising was banned on radio and television in 1971,

leaving billboards and magazines as some of the last places tobacco

could be advertised. Billboards made the news in America when, in the

tobacco settlement of 1999, all cigarette billboards were replaced with

anti-smoking messages.[citation needed] In a parody of the Marlboro Man,

some billboards depicted cowboys riding on ranches with slogans like

"Bob, I miss my lung."

Likely the best-known of the tobacco advertising boards were those for

"Mail Pouch" chewing tobacco in the United States during the first half

of the 20th century (pictured above). The company agreed to paint two

or three sides of a farmer's barn any color he chose in exchange for

painting their advertisement on the one or two sides of the structure

facing the road. The company has long since abandoned this form of

advertising, and none of these advertisements have been painted in

many years, but some remain visible on rural highways.

[edit]Non-commercial use

Non-commercial advertisement is used around the world by governments and

non-profit organisations to obtain donations, volunteer support or change

consumer behavior.[14]

Not all billboards are used for advertising products and services—non-

profit groups and government agencies use them to communicate with

the public. In 1999 an anonymous person created the God Speaks

billboard campaign in Florida "to get people thinking about God", with

witty statements signed by God. "Don't make me come down there",

"We need to talk" and "Tell the children that I love them" were parts of

the campaign, which was picked up by the Outdoor Advertising

Association of America and continues today on billboards across the

country.

South of Olympia, Washington is the privately owned Uncle Sam

billboard. It features conservative, sometimes inflammatory messages,

changed on a regular basis. Chehalis farmer Al Hamilton first started

the board during the Johnson era, when the government was trying to

make him remove his billboards along Interstate 5. He had erected the

signs after he lost a legal battle to prevent the building of the freeway

across his land. Numerous legal and illegal attempts to remove the

Uncle Sam billboard have failed, and it is now in its third location.[15] One message, attacking a nearby liberal arts college, was

photographed, made into a postcard and is sold in the College

Bookstore.

[edit]Governance

The Traffic Audit Bureau for Media Measurement Inc. (TAB) was

established in 1933 as a non-profit organization whose historical

mission has been to audit the circulation of out-of-home media in the

United States. TAB's role has expanded to lead and/or support other

major out of home industry research initiatives. Governed by a tripartite

board composed of advertisers, agencies and media companies, the

TAB acts as an independent auditor for traffic circulation in accordance

to guidelines established by its Board of Directors.

Similarly, in Canada, the Canadian Outdoor Measurement Bureau

(COMB) was formed in 1965 as a non-profit organization

independently operated by representatives composed of advertisers,

advertising agencies and members of the Canadian out-of-home

advertising industry. COMB is charged with the verification of traffic

circulation for the benefit of the industry and its users.

[edit]History

The examples and perspective in this article deal primarily with the United States and do not represent a worldwide view of the subject. Please improve this article and discuss the issue on thetalk page. (December 2010)

1908 billboard, Salt Lake City, Utah

Early billboards were basically large posters on the sides of buildings,

with limited but still appreciable commercial value. As roads and

highways multiplied, the billboard business thrived.

1794 – Lithography was invented, making real posters possible

1835 – Jared Bell was making 9x6 posters for the circus in the U.S.

1867 – Earliest known billboard rentals (source: OAAA)

1872 – International Bill Posters Association of North America was

established (now known as the Outdoor Advertising Association of

America) as a billboard lobbying group.

1889 - The world's first 24 sheet billboard was displayed at

the Paris Exposition and later at the 1893 World's Columbian

Exposition in Chicago. The format was quickly adopted for various types

of advertising, especially for circuses, traveling shows, and movies

1908 – The Model T automobile is introduced in the U.S., increasing the

number of people using highways and therefore the reach of roadside

billboards.

1919 - Japanese candy company Glico introduces its building-spanning

billboard, the Glico Man

1925 – Burma-Shave makes its billboards lining the highways

1931 – The Wall Drug billboards start to go up nationwide

1960 - The mechanized Kani Doraku billboard is built

in Dotonbori, Osaka

1965 – The Highway Beautification Act is passed after much campaigning

by Lady Bird Johnson

1971 – The Public Health Cigarette Smoking Act bans cigarette ads in

television and radio, moving that business into billboards

1981 – The Supreme Court overturns a San Diego billboard ban, but

leaves room open for other cities to ban commercial billboards

1997 – Tobacco advertising is no longer allowed on outdoor billboards in

America

2007 – Industry adopts one sheet plastic poster replacement for paper

poster billboards and begins phase-out of PVC flexible vinyl, replacing it

with eco-plastics such as polyethylene

2010 – The first "scented billboard," emitting odors similar to charcoal

and black pepper to suggest a steak grilling, was erected in Mooresville,

North Carolina by the Bloom grocery chain to promote the sale of beef

2010 - Augmented Billboards were introduced in the Transmediale

Festival 2010 in Berlin using Artvertiser [16

Advertising

dvertising is a form of communication used to promote products and services of a

company primarily to generate sales and secondary to create a brand identity, introduce

new products and services, communicating a change in the existing product line. It also

helps in communicating social messages to the masses.

Types of Advertising

There are various types of advertising which are mentioned below:

· Print Advertising: Newspapers, Magazines, Brochures, Fliers

· Broadcast advertising: Television, Radio and the Internet

· Outdoor Advertising: Billboards, Kiosks, Tradeshows and Events

· Covert Advertising: Advertising in Movies

· Public Service Advertising: Advertising for Social Cause

· Celebrity Advertising

Outdoor advertising

As the name sounds, it is the advertising in open-air. In the past, much of the outdoor

advertising consisted of hoardings, posters, billboards and signboards. Now there are

innovations taking place every month. Today we have a range of media available e.g. transit

advertising, mobile bill boards, traffic signals, bus stops, railway stations, airport, subways,

phone boxes, coffee tables, traffic

barriers, blimp and inflatable,

packaging materials, cups,

corporate stationary, etc.

There are a number of outdoor

advertising choices available.

Eateries and hotels commonly make

use of highway billboards to steer customers in for a rest or a bite. The automobile and tourism

industries account for a very large percentage of billboard revenue. Bus benches often feature

outdoor advertising for local businesses, while bus shelters might display a major movie

promotion. Beverage companies commonly make use of sporting events and arenas, among

other venues, while taxicabs, buses, railways, subways and wall murals offer other forms of

outdoor advertising.

The outdoor advertising industry has evolved

Immensely. During the past decade outdoor advertising

has been transformed to a great extent. For instance

earlier the hoardings were hand painted and banners

hand written but now these are printed on a synthetic

material which is a buzz word in the advertising

industry. This superior quality, cost-effective material

which the outdoor advertising now is not supposed to

do without is popularly known as FLEX.

What is Flex?

Flex is a sheet of polythene widely used to deliver high quality digital print for outdoor hoardings

and banner, mainly printed by large color plotters in CMYK

1

mode. These prints are efficient,

Low-cost and durable substitutes of hand painted hoarding and hand written banner.

1

CMYK refers to the four inks used in most color printing: cyan, magenta, yellow, and key

(black). Though it variesAdvertising is a form of communication used to persuade an audience

(viewers, readers or listeners) to take some action with respect to products, ideas, or services.

Most commonly, the desired result is to drive consumer behavior with respect to a commercial

offering, although political and ideological advertising is also common. Advertising messages

are usually paid for by sponsors and viewed via various traditional media; including mass

media such as newspaper,magazines, television commercial, radio advertisement, outdoor

advertising or direct mail; or new media such as websites and text messages.

Commercial advertisers often seek to generate increased consumption of

their products or services through "Branding," which involves the repetition of an image or

product name in an effort to associate certain qualities with the brand in the minds

of consumers. Non-commercial advertisers who spend money to advertise items other than a

consumer product or service include political parties, interest groups, religious organizations and

governmental agencies.Nonprofit organizations may rely on free modes of persuasion, such as

a public service announcement.

3c’s Creative, Compelling & Cost-effective

Outdoor advertising tools are ever-ready to launch a promotion campaign of your brand. OOH ads provide brilliant brand message with a creative input which provide a compelling viewership to audiences.

Cost effective-The technological revolution has transformed this oldest means of advertising into cost-effective and high impact means of advertising medium for brand owners and advertisers. The cost of advertising through OOH media is approximately 80% less expensive than TV ads, 60% less than print ads and 50% less than radio advertising.

Generate the right message at the right place- A moving billboard, a pillar wrapper, a backlit transit, a digital signage- all these tools of outdoor advertising generate the right brand message at the right place to the right section of target audiences.