Outdoor advertising is the oldest form of advertising. Today’s outdoor media of advertising are nothing but a refinement of the ancient method of delivering a message to a large group of people. Outdoor advertising is bound to grow due to increase in number of automobiles, dispersion of population to the suburbs, greater mobility of people. The more people travel, the more they are exposed to advertising messages carried by this medium.
Following are the different forms of outdoor advertising:
The “bills” were pasted on walls, fences or on boards around the town. The word billboard has its origin in the playbill posted outside the theatre. After automobiles came in and the road network became increasingly extensive, the outdoor poster at the roadside became a useful medium of advertising. The bigger posters, called bleed posters of size 125 inches by 272 inches have also gained popularity.
They are of great value in developing countries like India with a great deal of diversity of languages and problems of literacy. Mostly posters remain in position for a period of time say several weeks. Therefore, they enjoy 24-hour exposure and long life. The fact is that audience gets only a fraction of second to view the advertisement. But this is compensated by repetition of viewing. It is a mass medium to communicate large number of people at a same time.
3. Neon Signs
Neon signs are electronically controlled, move and form patterns. Once seen in part viewers wish to see the complete one. In neon signs light emitting diodes, computer cards and curtain backgrounds are used. Neon signs are especially useful as ad medium in those cities which have night life.
4. Transit Advertising
It is mainly advertising on the public transport system, such as metropolitan city bus transport, suburban rail system and advertisements placed on railway stations, bus stands and air terminals. The transit advertising operator places and maintains the transit ads on the vehicles for which the advertiser contracts.
5. Print of Hoardings
Hoarding is technically known as single pass poster printing machine and is totally computerized. From single colour transparency or even a print, posters of any size can be printed as per specifications. There is no upper limit on the length of the picture, but the width, is restricted to 8 feet.
6. Point of Purchase
POP advertising has its aim catching the consumer at the moment. Such advertisement can persuade the consumer, especially where low involvement products are concerned. POP advertisements are frequently termed as dealer aids since they are meant to help the dealer or retailer to win customers. Advertisers of consumer products offer retailers huge incentives such as providing containers, ice – boxes, baskets etc.
7. Window Display
The display of products in shop windows so that passerby is attracted to enter the shop and buy the products, or at least be reminded of the products is termed ‘window display’. It is an effective strategy for gaining the interests and attention of passersby. During festival seasons window displays take on the character and the colours of the festival being celebrated. It displays new class of designs, patterns etc.
8. Aerial Advertising
It is effective if a large target audience is gathered near the source of advertising. It includes balloons, skywriting, and banner towing are usually strategically located.