What is outdoor advertising?
Outdoor advertising is the promotion of any goods or services that are displayed outside and reach possible customers who pass them.
They are designed to grab the attention of people who pass them and can be used to advertise store promotions, events, business information, opening hours and new product launches.
Notable examples include billboards, stickers, signs, banners and more.
Why is outdoor advertising important?
Outdoor advertising can be an invaluable weapon in your marketing arsenal. It can help you reach that all-important footfall that passes through town and city centres every day. Placing your branding or promotional messaging in places of high footfall lets you target a wider audience.
How effective is outdoor advertising?
A Nielsen study* around outdoor advertisements, specifically posters, found that 51% of respondents had noticed an ad in the past month – 38% in the last week. Even more impressive, is the fact that 47% of those surveyed managed to recall an ad they had seen.
Those kinds of numbers can be vital to your company, particularly if you place your promotion on a busy street, where many will walk by every day. You’ll have a much higher likelihood of people not just seeing your advert, but also retaining the message and possibly doing business with you in the future.
Suitable for all budgets Posters, signage, banners and flags are all affordable methods of marketing.
Advertising outside your shop front can create an impression on passers-by at a relatively low cost. There’s a whole host of signage options, for a variety of different budgets, depending on the results you want to achieve.
Are there any disadvantages of outdoor advertising?
The advantages outweigh the disadvantages however, it’s important to know the limitations of advertising outdoors.
People will generally see your ads while they’re on the move, meaning you need to keep your message short to grab them while you can. There’s also the risk of waste coverage, meaning not everyone passing by your outdoor advertising banner will be a part of your target market. However, this could be seen as a positive as you can reach all types of demographics which others forms of advertising may not let you, such as online advertising.
What are the different outdoor advertising regulations?
Before you commit to spending on outdoor advertising, it’s important to know where and what you can and can’t display.
The UK Government has strict guidelines on the subject and has published a guide to outdoor advertisements. Within this guide, items that are classed as an advertisement are defined, this includes:
- Posters and notices
- Placards and signage boards
- Flag advertisements
- Directional signs
- Estate agent boards
- Price displays
Depending on where you display your advertisement, you may need permission from the relevant authorities.
Generally, you’ll need to follow five ‘standard conditions’ when you display outdoor promotional materials. They need to be:
- Kept clean and tidy.
- Maintained in a safe condition.
- Displayed with the permission of the owner of a site they are on.
- Not obscuring any transport-related signs (road, rail etc.).
- Removed quickly if the planning authority requests it.