Out-of-Home Advertising

Ms. Joy D. Caliao, M.M

Outdoor Advertising
What is outdoor advertising
- Refers to billboards along street and highways, as well as posters in other public locations.

Primary Reasons:
It can provide reminders to the target audience. It is directional that acts as primary medium when the board is in close proximity to the product.

Size and Format

Two kinds of common billboards
Printed Posters

Painted Bulletin

Printed Posters
Created by designers, printed, and shipped to an outdoor adverting company. Prepasted and applied in sections to the poster panels face on location. Two sizes:
8 sheet (5 x 11 feet) 30 sheet (12 x 25 feet)

Painted Bulletin
Created on site and are not as restricted as billboards in size or shape.
Painted on:
Sides of the buildings Roofs Natural structures (side of a mountain)

Size:
14 x 48 feet

Painted Billboards
The image was projected on the series of panels that made up the billboard, then pounced on the board, making the outlines of the figures or objects.
Using oil paints Hand-painted billoards are still in use in some areas where only a single board or two is required.

OTHER KINDS OF BILLBOARDS (NEW AND MODERN WAY TO DO IT)

Digital Billboards
Is created from computer programs and software. Designed to display running text, display several displays from the same company, and even exist to provide several companies a certain slot of time during the day.

Example of Digital billboard

Davao: Found in Ecoland St. and J.P. Laurel Avenue

Multipurpose Billboard
Works as advertising board, lightning structure and telecommunicati on antenna

Inflatable Billboards
An inflatable framework with an attached banner ad. Famously appear near sport events or exhibitions.

Layout
Only 3 to 5 seconds Message must be short and visual has a stopping power. No more than 8 10 words.

ON PREMISE SIGNS

Retail Signs
Signs found in the most independent businesses. For business that serve travelers or tourist, the sign is their primary way to attract customers.

POSTERS

Uses
Kiosks Bulletin boards Side of the buildings

Kiosks
Designed for public posting of notice and advertising posters. Typically located in places:
Public walkway Waiting area

TRANSIT ADVERTISING

Transit Advertising
An urban advertising form that places ads on vehicles such buses and taxis that circulate through the community as moving billboards.

Types of Transit Ad
Interior Transit Advertising
Is seen by people riding inside buses and taxis.

Exterior Transit Advertising

Is mounted on the sides, rear, and tops of these vehicles, so pedestrian and people in nearby cars can see it.

Uses and Purpose

It is use as reminder advertising It can target to specific audiences if the vehicles follow a regular route.

PACKAGING

Definition
Packaging
Is both a container and a communication vehicle and it works both in home and out of home.

Uses
It is use as a constant brand reminder. It is the last ad a customer seen before making the decision to buy a product.

Criteria for Selecting Outdoor Signs

Length of unobstructed approach
It must be fully visible and free from obstruction.

Type of traffic
The slower the traffic the better outdoor signs to be seen.

Cont
Characteristics of placement
It must be placed angled, parallel to line of traffic, or head-on. Angled signs
Easily seen as cars approach in one direction.

Parallel
Can be viewed by traffic traveling in both directions but better by people sitting in the car at the rear side.

Cont
Head-on
Viewed by traffic approaching a location on the outside of a curve or where traffic makes a sharp turn into another street.

Size and attractiveness of the sign

The larger the sign the more attractive they are.

Cont
Outdoor advertising is a flash inspection medium.
The message should be kept short.

Immediate surrounding
May or near to a shopping center that people will simply come and go.