Statistics
The fact is, outdoor advertising delivers results. Nearly every person has some exposure to the outdoors, be it driving to work, strolling through the park, or just looking out the window. According to the Arbitron In-Car Study, 39% of people are spending more time in their vehicles than last year. These figures will only increase, and more time spent in a vehicle means more exposure to outdoor advertising.
Outdoor advertising differs from traditional radio, television, or newspaper ads in that the traditional ads offer the consumer a choice of whether or not to view them. Most people will change the channel whenever a TV or radio commercial airs, completely avoiding the advertisement altogether, however outdoor advertisements are virtually unavoidable to any consciously observant traveler. In fact, outdoor advertising reaches 96% of all vehicle drivers or passengers (Arbitron Outdoor Study).
You may be thinking, “Everyone gets a glimpse of outdoor advertising, but that’s all it is: a glimpse, right?” Well, it’s true that outdoor advertisements are passed by within 30 seconds, but outdoor advertising, unlike most other advertisements will suffer repeated exposure over the course of their lifetime. Heavily trafficked streets may transport the same consumer hundreds of times in one week and people will pass by the same ads everyday on their way to work, or children, on their way to school. This provides a crucial advantage over other advertisements that may only be viewed once or twice per week. These recurring exposures will embed a company’s identity in the consumers memory, and “consumers who are reached repeatedly with a message show higher advertiser awareness, brand recall and purchase behavior” (Arbitron Outdoor Study).
That is not to say that outdoor advertising doesn’t provide immediate results. 48% of people say that observing an ad in their car prompted them to visit the store that day, while 56% went later that week (Arbitron In-Car Study).
So, whether it is short- or long-term results your company is after, outdoor advertising is the most logical and effective choice.