Outdoor

Outdoor Limitations

• Negative environmental image.
• Lack of research data. It is a difficult medium to measure.
• Viewership is subject to weather conditions, traffic flow and environment.
• Limited availability – Only between 400,000-450,000 boards left in the country.
• Many are occupied by 12-month advertisers. Space must be reserved at least 28 days in advance of when it will be seen by the public.
• People view a board 3-5 seconds. Time spent with a board is very minimal.
• Recall can be low, because billboards are “reminder” messages.
• Outdoor is a print medium, therefore passive in nature.
• Not an efficient medium for reaching small, narrowed target audiences, or just men or just women.

WLFI's Strengths

• Enables the advertiser to reach large, mass audiences with a single exposure.
• Presents both audio and video, combining sight, sound and motion draws the viewer in.
• Portrays a glamorous image for brand building.
• Reaches the viewer’s emotional side, tugging at the viewer’s heartstrings.
• Commercials can be heard out of view of the TV set.
• People spend more time with television than any other medium.
• Can target specific demographic groups through program selection, and create an impact on popular culture.
• Delivers the ability to saturate a market with a particular campaign on a local basis.