Outdoor advertising includes various displays to communicate messages to the public, from billboards to transit posters. Businesses spent $5.8 billion on outdoor advertising in 2004, with billboards accounting for over half. The success is attributed to the growing automobile traffic and diverse media. Small local businesses make up the majority of advertisers.
Outdoor advertising encompasses various types of promotional displays, from highway billboards to transit posters and arena placement, all geared towards communicating a message to the public. The message could be to buy a product, go on a trip, vote for a politician or give to charity. It could also be a public service announcement. According to the Outdoor Advertising Association of America, Inc. (OAAA), businesses spent $5.8 billion on outdoor displays in 2004, a figure that is expected to rise again in 2005.
In part, the OAA attributes the continued success of outdoor advertising to the fact that while diverse forms of media have fragmented audiences for traditional venues such as newsprint and radio, automobile traffic continues to grow. Tens of millions of Americans travel every day, by some estimates covering more than three trillion miles a year. Strategically placed advertising ensures substantial exposure for very limited investments, in comparative terms. This makes it very convenient.
There are many types of outdoor advertising choices. Restaurants and hotels commonly make use of billboards to guide customers for a rest or a bite to eat. The automotive and tourism industries account for a very large percentage of billboard revenue. Bus benches often feature advertisements for local businesses, while bus shelters might display a major film promotion. Beverage companies commonly make use of sporting events and arenas, among other venues, while taxis, buses, railways, subways and murals offer other forms of promotion.
The OAAA divides outdoor venues into four main categories:
Billboard revenue accounted for more than half of the advertising pie in 2004, transit system or mobile advertising and public furniture advertising accounted for about another 30%, and alternative advertising led in the bottom 5 percentage points. .8 billion spent on attracting the attention of the outgoing public.
While it may seem that outdoor advertising is for big players, small local businesses make up the majority of advertisers. Rates vary based on ad type, size, location, and duration.
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