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OUTDOOR ADVERTISING
THE MEDIA THAT CANNOT BE CLICKED OFF,
FAST FORWARDED, OR FLIPPED PAST

Outdoor advertising is on the rise and increasingly impacting American culture. Recent technological developments in sign construction, printing and eye-popping displays have made outdoor advertising convenient, consistent, and cost-effective. It is the one medium that cannot be clicked off, fast forwarded through, or flipped past. It is ubiquitous, difficult to ignore, and exceedingly effective, as proven in case study after case study.

http://www.oaaa.org/creativeresources/casestudies/

Traditional media-newspaper, radio, and television, is suffering from fragmentation and audience erosion. Since the 1970s, the number of television networks has increased from the “Big Three” to hundreds. With the advent of satellite radio and other audio innovations such as the MP3 player, the number of choices competing for the listener’s time has multiplied exponentially.

The end result is clear: fragmentation of media has made it more difficult to reach consumers. As a function of fragmentation and changing consumer habits, most forms of traditional in-home media are experiencing declines in audience and revenue. For newspaper and conventional spot radio, this retraction has led to a double digit decline in ad spending.

For most traditional media, costs per thousand(CPM) have not necessarily declined at a rate equal to their decreased reach. This reduces the cost effectiveness of television, radio, and print. This trend becomes even more apparent as ways to avoid advertising multiply.

RELATIVE MEDIA COSTS PER THOUSAND

 In a nutshell, here’s what’s going on with other media, and why outdoor advertising’s impact on American culture is rising:

Television: DVRs, cable channel fragmentation, and the internet. What more needs to be said, except that it remains very expensive?

Radio: Station format fragmentation, Satellite Radio, and MP3 technology has taken market share away from conventional radio stations.

Print: the internet and other alternate news sources, declining circulation of newspapers, and increasing numbers of magazine titles. Curiously, the expense for these media remains high.

With rising real estate prices, the suburbs have become popular places to live. While the 15 minute commute was once average, commutes of an hour are now the norm for most people. With suburban sprawl, the automobile occupant audience expands and outdoor advertising displays become more effective. Moreover, health conscious Americans are increasingly choosing to bike or walk to their destination.

The sum total is a more mobile, less homebound society, which leads to less time spent with television, newspaper, and other print and more time spent with outdoor advertising messages. Outdoor advertising is ubiquitous, difficult to ignore, and exceedingly effective, as case study after case study has proven.

Outdoor advertising’s costs per exposure are still among the lowest of all forms of advertising – less than half of its closest competitor, radio – and it offers limitless ways to innovate, connect with consumers, and deliver compelling, hard-hitting messages. Outdoor advertising reaches consumers where they are most likely to make their purchasing decision.

American’s lifestyle changes are clearly enhancing the value of outdoor advertising. Experience the power of outdoor and call Elevation Outdoor Advertising for information regarding strategic locations for your business in the East Tennessee market.

 

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