Outdoor Advertising

Outdoor Advertising - an introduction

The Outdoor Advertising market can be organised into three sectors relevant to its size, diversity and versatility:

• Roadside Advertising
• Transport Advertising
• Retail / Point of Sale / Leisure Advertising

Outdoor Advertising revenue has grown by 73% since 1998. Everyone who leaves the house is exposed to Outdoor Advertising. Unlike other media you do not have to “turn it on”, “dial it up” or “turn over the page” - It is just there - and it is free to the consumer. Outdoor Advertising is engaging and makes an impact, whilst other media can be unwanted.

People are out and about more, especially the younger and more affluent groups, hence more people are recognising Outdoor Advertising. With television audiences continuing to fragment under the onslaught of the new digital services, advertisers are increasingly using Outdoor Advertising to reach mass audiences quickly.

In 2008 Outdoor Advertising revenue reached £938.6m. Undoubtedly all media are in for difficult times currently, but the OAA believe that Outdoor Advertising “will continue to perform well in terms of share as it offers advertisers a wide range of targeted opportunities that provide great value and truly effective media solutions.”

Research from the Outdoor Advertising Association shows*:

• 81% of all adults said they "noticed a lot of advertising when they were out of the house".
• 80% of all adults agreed that "posters make brands really stand out".
• 77% of all adults said posters "gave them something to look at when they were out and about".

*(All numbers and statistics are published by the Outdoor Advertising Association “OAA” and are available at www.oaa.org.uk.)

Recent studies prove Outdoor Advertising performs better than TV and better than Print. This is seen in terms of the revenue return on investment (ROI) it generates: For each £1.00 invested, Outdoor Advertising returns £1.44 in sales according to BrandScience (May 2009).