Companies involved in the outdoor advertising industry and what they can offer you.
If you walk or drive on our roads these days, there are countless occasions when you'll be confronted by a form of outdoor adverting. This advertising media has now moved to the next level, as technology and the perceived consumer interest levels demand it. Whether consumers actually want this form of advertising in their lives is not clear, but the experts say that developments in this media are only related to the way people react to changes in new advertising markets.
The fact is that if this media advertising format were not successful, then there wouldn't have been a 24% rise in ad spend in October 2010 - something must be working here!
One of the newest players (certainly in the UK and Ireland markets) is advertising through mobile billboards. This format enables the advertiser to place a large graphic on a vehicle and choose the length and geographical area of the campaign. The main contenders here are scooter advertising, truck advertising and scrolling billboards on the side of vans and other tailor-made carriers.
To be honest, if you research your audience and target areas well, you can advertise almost anywhere. In fact, more and more small businesses and municipal sites are now open to the idea of carrying billboards and poster ads on their buildings, railway grounds, retail parks and many other locations. Basically, if you are a consumer targeted business like a restaurant, I bet an uncompetitive store down the road would be willing to carry a large ad on the side of their building for a price - you may want to do some searching locally.
Of course, if you want to go to the next level, then outdoor billboard advertising on roadside locations may be the answer. There are a number of big players here, but do make sure you do your homework first. This format, which took off in the USA many years ago, has now become more and more popular in Europe, although there seems to be certain restrictions in place to limit the size and animated content of the displays.
If you are going to do the media planning yourself, make sure you get quotes from several different companies and compare the pros and cons for each. If you want to outsource the planning, design and media placement work, you may want to consider an advertising agency or media buying agency. If they have experience in this media, they could be well worth the investment.
To take a look at examples of outdoor advertising, please take a look at our media database.