Outdoor versus Television and the Internet
Updated: Wednesday, 03 Mar 2010, 4:36 PM EST
Published : Thursday, 25 Feb 2010, 3:56 PM EST
- 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.
- 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.