OUTDOOR ADVERTISING BASICS

Due 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.

In 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.

Types of Bulletin Advertising Programs

PERMANENT DISPLAY

Fixed 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 daily.

ELECTRONIC DISPLAY

The 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.

TRIVISION DISPLAYS

Due 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.

ROTARY DISPLAY

This 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 advertiser’s message every two months, and must leave certain inventory open, in order to rotate the messages.

WALLSCAPES

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 windows.

Wallscapes 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.

30 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.

8 SHEET POSTER PANELS

These 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.

JUNIOR POSTERS

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.

BUS SHELTER ADVERTISING

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.
BUS BENCH ADVERTISING

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 artwork.

AUTOMOTIVE ADVERTISING

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.

MOBILE ADVERTISING

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 advertiser’s message to a target audience. This concept is in use in New York, New York, Los Angeles, and other major cities with restrictive sign ordinances.