to the habits of the American consumer, (see Reason for
Outdoor Ads and Viewing Habits), outdoor advertising
has become more important for businesses and services, who need
to get their message to a large segment of the adult population.
The need, and demand for outdoor advertising has created new
alternative forms of outdoor advertising that have been noted
by the news, and trade journals.
the past outdoor advertising was dominated by the large outdoor
displays known as billboards. Due to the demand of businesses
and services that have come to rely on outdoor advertising the
industry has grown and changed. There now exists a large array
of outdoor advertising products that can be used in combination
or individually, so that every business, large or small can
benefit from the impact of outdoor advertising. Of course, not
every form of outdoor advertising is available in every market.
of Bulletin Advertising Programs
to a particular site for either, three, six or a twelve-month
period. The shorter the duration the more expensive, since the
cost of production and installation have to be either recovered
by the vendor or paid in advance by the advertiser. These locations
are used as either directional or awareness signs, in order
to target a select audience, who are driving past the location
latest innovation in outdoor advertising brings to billboards
the performance of computer monitors. These units are composed
of Light Emitting Diodes (LED) that are capable of either full
motion video (a television commercial without sound) or static
motion video (the advertisement changes every six seconds).
The benefit of these units is that the advertiser can change
their message at a moments notice, and usually without charge.
As an example, a football team can advertise who they are playing
three days before the game, the results of the game on game
day, and then who they are playing next.
to the demand and demographics of certain billboard locations,
many advertisers request the same location. The company may
equip the billboard with a unit that mechanically changes every
two to six seconds, so that at any given time, one of three
advertisers on the same billboard unit will be visible from
the roadway. This concept is most prevalent in Orlando, Florida,
and other metropolitan areas where demand exceeds the supply
for billboard signs.
program is considered the premiere use of outdoor due to the
customers opportunity to move to a new location every 60 days.
This gives the advertiser the reach and frequency
to different roadways and hence different audiences. The cost
of this program is usually two to three times that of that of
the Permanent Display, since the vendor must incur the expense
of moving the advertisers message every two months, and
must leave certain inventory open, in order to rotate the messages.
These are signs that vary in their dimension, and are usually
mounted on the side of buildings in the inner cities, such as
New York, Chicago, Los Angeles, etc. They are usually much larger
than billboards, and can occupy the entire side of a windowless
wall of a building. Lately, there has been an advance in the
materials, upon which the signs are printed. Walls with windows
can be covered with signs, and not obstruct the view of those
have existed prior to the billboard. These signs have been prohibited
by sign ordinances from new cities, such as Tampa, Orlando,
Jacksonville, Florida; and Atlanta, Georgia.
SHEET POSTER PANELS
A perfect product to create impact throughout the market utilizing
several panels to reach up to 100% of the population. Posters
are bought in groups called "Showings", over a 4-week
period. The panel size is generally 12' x 24' or 288 square feet.
This product is reccommeded for short term blitzes, events, announcements
of new products or bussiness and even creative teasers. Poster
gain frequency awareness due to the number of panels throughout
the market over the 4-week period. A #100 Showing would delviver
100% of the market. The number of panels to acheive a #100 showing
would be determined by the population. The showings range from
a #200 to a #25. Paper ad copy is hung in a traditional process,
which dates back to the begining of the outdoor industry. Printing
of the paper design is extra. Vinly wraps are also available for
long term showings.
SHEET POSTER PANELS
signs measure 6 x 12 or 72 square feet, and are usually mounted
on a single pole, ten to fifteen feet off the ground. They are
frequently placed in dense inner city areas or urban neighborhoods
that do not permit the construction of billboards or 30 sheet
displays. They are usually used to advertise to a narrow market
of viewers for brand awareness, or local business that service
the area in which these signs are located.
Jr posters are based on the same concept as the 30 sheet, however
these panels due to it's size of 7' x 12' or 84 square feet, they
are usally found in inner city communities where large scale outdoor
products don't reach. Junior Posters are generally not illuminated
and are considered a great opportunity to reach urban neighborhoods.
Paper or vinly wrap ad copy can be applied. Showings also depend
on the population.
A Backlite product that ads sophistication to ad panels targeting
commuters at eye level. Panels are generally 4'x6' is size and
are offered on interior or exterior sides of the bus shelter.
With great success in large cities, bus shelters can now be found
in secondary cites where bulletins are not permitted. Shelters
can be bought in showings as well. Advertisers have the opportunity
to move panels throughout the market, being creative, reaching
various portions of the market.
A great opportunity to reach local neighboorhood customers! Benches
give advertisers an opportuntiy to utilize outdoor advertisning
at a low daily cost average. Benches are also available in showings.
Depending on the population of the market, will determine the
number of bench panels the advertiser will need to acheive the
impact needed. In most cases, panels are silk screened. Pressure
sensitive vinly can be applied for photographic images. Panels
are generally 2'x6'. Production is based on number of colors and
Personal cars are being used as message centers in selected markets
around the country. In cities like Los Angeles, you can have your
entire personal vehicles covered with images and messages regarding
a product or service. The benefit to the vehicle owner is income,
to the advertiser, reach and frequency that is not available with
any of the above types of signs.
Necessity the mother of creativity, 30 sheet and 8 sheet-sized
signs are being mounted on flatbed trucks that are constantly
driven along major roadways, in order to get that advertisers
message to a target audience. This concept is in use in New
York, New York, Los Angeles, and other major cities with restrictive