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On the road of advertising
there are many routes
to take to reach your
destination – the buyer,
your customer. Print, online,
TV, radio – the options
are seemingly endless and
there is no one right way to
reach your destination. On
the road to reaching your
buyer consider adding an
advertising mainstay but
with modern technological
enhancements in the form
of out-of-home advertising.
Outdoor advertising ranges from
traditional, printed billboards to unique
motion formats like digital
billboards and tri-visions.
Billboards are the most
traditional form of out-of-
home media, yet to this day
it remains the most effective
and cost-efficient vehicle for
delivering advertising messages
to a wide variety of consumers.
Rising above interstates,
highways and surface streets,
bulletins impact and inform
audiences while directing and
influence their purchasing
decisions.
According to the 2009
edition of The Arbitron National
In-Car Study, over 71 percent
of travelers notice ad messages
on billboards. Another Arbitron
study also revealed that 90
percent of people notice
messages on digital billboards
some or most of the time.
Digital billboards have the
unique advantage of offering
a powerful impact with high
definition, bright and
dynamic visuals and the
flexibility of running
multiple ads on the same
display at no production
cost.
With over a 100 percent
increase
in sales for
businesses,
trivisions
are “motion
signage”
billboards of
three rotating
louver displays, allowing placement of three
separate advertising messages that rotate
every 10 seconds. This type of outdoor
advertising uniquely captivates the driving
audience with movement of creative designs
that naturally draw the human eye towards
the ad. In addition, by contracting all three
flips, advertisers can employ a “story book”
approach and convey multiple messages,
highlight various features of a product, and
display multiple designs.
Encompassing all outdoor media, the
latest research from Arbitron also shows
that the average consumer spends 20 hours
a day in the car and travels over 200 miles
every week commuting and being exposed
to outdoor messages. In addition, 75 percent
of US residents aged 18+ who have traveled
in the past month report that they notice
ad messages each, most or some of the
time. The return on investment for outdoor
advertising makes this route even more
enticing when one considers that for each
dollar spent on out-of-home advertising, and
average of $2.80 is received in product sales,
according to a new global report.
The bottom-line is that outdoor media
serves as a powerful connector between
advertisers and their buyers. It breaks
through the clutter and captivates the right
audience at the right. So, on your road to
reaching your buyers, consider adding
outdoor advertising to your media mix. With
technological enhancements combined with
the increasing amount of time consumers
spend in their cars, outdoor advertising
offers a new path to captivate your audience.
David Johnson is the market manager for
Olympus Media, LLC a leader and innovator
in out-of-home advertising. They provide
quality outdoor coverage for national, regional
and local businesses in seven US markets.
Their media ranges from traditional outdoor –
bulletins, to unique motion formats like digital
displays and tri-visions.
Billboard Advertising: Same Road. New Path.
David Johnson, Olympus Media
0 10 20 30 40 50 60
...learned about or been reminded
to watch a television program ?
...learned about or been reminded
to listen to a radio station ?
...noted a Web site address?
...noted a phone number?
...learned about a restaurant that
you later visited?
...learned about a store that
you later visited?
...learned about an event you
were interested in? 58%
50%
58%
26%
28%
44%
33%
MESSAGE AWARENESS AND RECALL
“Billboards E ectively Inform, Direct and Move Your Consumers to a Buying Decision.”
residentsaged18+whonotice theadmessagesonbillboardseach time,mostof the timeor sometimes.
Each, Most or Some of the Time
Never
Almost Never
75%
15%
10%
HIGH NOTICEABILITY
“Your Ad Messages Will Stand Out And
Connect With Your Audience.”
residentsaged18+whohave traveled inanyvehicle in thepastmonth
THE EXECUTIVE – SUMMER 2011
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