InsightsWhat is Outdoor Advertising?
  • 26 Apr 2007
  • TPM outdoor
  • News

What is Outdoor Advertising?

Out-of-Home – OOH media advertising (Outdoor advertising) refers to any form of media or advertising which targets and impacts consumers out of the home. There are many different types of OOH media, from the large format bulletins and posters (billboards) we encounter on highways and streets, to the displays and street furniture we see near stores, on transit vehicles, rail or subway (MRT) platforms, on bus shelters, in airports, in shopping malls, at movie theatres (cinema) etc.

Why Outdoor?
OOH media advertising (Outdoor advertising) has grown at twice the rate of in-home media over the past decade as more people are spending time outside. Our increasingly mobile society has enabled out-of-home media to become a more efficient and effective advertising method.

The cost of traditional media advertising is skyrocketing and there is a glut of ads fighting for consumers’ attention. Businesses are now aggressively seeking out new advertising vehicles. Today, cars, bicycles, taxis and buses have become moving commercials on the streets, while more people are now watching TV inside malls, pubs and buses. Ambient ads appear on store floors, at petrol kiosks, in washrooms stalls, on elevator walls, park benches, telephones, fruit and even pressed into the sand on beaches.

Outdoor Trends?
Posters are now the focus of top creative talent. Outstanding and effective creative executions have enhanced buses, taxis and trains throughout the region.

Exciting digital outdoor is arising from advances in technologies. Digital outdoor provides new opportunities for interaction and engagement in outdoor advertising. The effectiveness of mobile telephones as vehicles for interactive marketing is one example of digital outdoor/ OOH media advertising.

Outdoor for You?
OOH media advertising (Outdoor advertising) gives your brand a broader, yet targeted reach. While OOH media advertising (Outdoor advertising) had begun as roadside billboards, it has now to include transit, cinema advertising, mall and airport displays. There are an increasing number of alternative choices that bring outdoor advertising to a more personal level.

Today outdoor advertising is an important element in every advertiser’s media mix. Outdoor advertising offers outstanding value for the dollar and provides great ways to increase your awareness in the marketplace. Whether it is combined with other media to extend your message reach or used on its own, out-of-home media will help saturate, and ultimately dominate the marketplace. Its presence insures your brand will be top of mind when consumers are ready to buy.

Outdoor advertising is used by almost every type of business. Entertainment & Amusements, Media, Retail, Travel and Consumer Goods are among the top categories.

*Sources: OAAA “Planning for Out-of-Home Media”; Singapore Outdoor Advertising Awards; Asia Outdoor Advertising [AOA] 2007

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