Outdoor
Billboards and more.
Billboard advertising is a traditional out of home advertising format, but there has been significant growth in digital OOH in recent years.
Traditional roadside billboards remain the predominant form of OOH advertising in the US with 66% of total annual revenue. Today, billboard revenue is 73% local ads, 18% national ads, and 9% public service ads.
Street furniture is made up of formats such as bus shelters, news racks, mall kiosks, and telephone booth advertising. This form of OOH advertising is mainly seen in urban centers. This form of advertising provides benefits to communities, as building and maintaining the shelters people use while waiting for buses.
Transit advertising is typically advertising placed on anything which moves, such as buses, subway advertising, truckside, food trucks, and taxis, but also includes fixed static and electronic advertising at train and bus stations and platforms. Airport advertising, which addresses a traveling audience, is included in this category. Advertising on metro trains is becoming very popular these days, particularity in India. Walking billboard, vehicle branding, pamphlet distributions, road shows etc. are some more forms of transit media advertisements.
Street furniture, transit, and alternative media formats comprise 34% of total outdoor revenue in the US.
Digital out-of-home (DOOH) refers to dynamic media distributed across place-based networks in venues including, but not limited to: cafes, grocery stores, bars, restaurants, health clubs, colleges, arenas, gas stations, convenience stores, barber shops, airports and public spaces.
There are two major platforms, digital place-based networks (DPN) and digital billboards & signage (DBB); Digital out of home (DOOH) networks typically feature independently addressable screens, kiosks, jukeboxes and/or jumbotrons.
The reason that this category is growing so rapidly is because busy people are typically busy at home, the frequency with which traditional TV commercials are viewed has been diluted. Every day more TV viewers are skipping past commercials with their DVRs, making out-of-home advertising more appealing. A Nielsen media research study in 2009 showed that 91% of DVR owners skipped commercials. As a result, traditional TV advertisers are hungry for an effective substitute, and digital out-of-home ads appear to be one of the solutions. Digital out of home advertising seems to be a cost-effective way for promoting or marketing any brand or product. Usage of billboards and displays for brand promotion is a less expensive way of advertising than TV, radio, newspapers and other mediums.
Technological improvements are holding down costs, and low-cost digital signage is making it easier to reach consumers on a larger scale. For example, beacons are small devices placed on out-of-home advertising structures that use Bluetooth technology to connect with mobile devices.
