Growth of Outdoor
Customised Research Studies
SAARF/AC Nielsens Outdoor measurement system (OHMS)

Benefits of Outdoor Advertising

  • Outdoor Advertising targets the mass market
  • Re-inforces the availability of the brand
  • Re-assures the consumer of the brand choice
  • Provides the retailer with proof of advertising support
  • Reaches markets no other advertising medium can
  • Visibility
  • Builds brand loyalty
  • Maintains brand dominance
  • Strategically located
  • Coverage, frequency and impact

Why Use Outdoor Advertising

1.  Last universal advertising media

  • Last true broadcast advertising medium
  • The most public advertising medium available
  • Free to user
  • Media fragmentation

2.  Target your audience efficiently

  • Target a precise audience in a specific city or broad based population
  • Efficiently target particular ethnic groups, ages, income or other demographic segments

3.  Positioning at point of purchase

  • Over 70% of purchase decisions are made in store
  • Provide the last hit before the purchase
  • Generate extensive awareness near point of purchase

4.  Outdoor advertising cannot be 'turned off'

  • Outdoor advertising is 'on' 24 hours per day
  • Extends the life of your advertising campaign

5.  Larger than life

  • Big brand feel
  • Outdoor advertising compels attention and stimulates recall
  • Size builds brand's stature

6.  Consumer pull distributor push

  • Visual support to distributors
  • Encourages trade retailers' endorsement and in store exposure
  • Ideal for penetrating competitive strongholds

7.  Consumers like outdoor advertising

  • Sources of information for new products, store locations and event advertising
  • Become talking points
  • Geo-demographic relevance

8.  Access to hard to reach consumers

  • Leisure time
  • Free to user
  • Young people
  • Business people
  • Lower income areas where other advertisingmedia are not available or accessed

9.  Media mix

  • Outdoor advertising can be combined with other mediums
  • Outdoor advertising increases the reach and frequency of the overall campaign
  • Reminds consumers about campaigns in other media

10.  Outdoor advertising is reported in other media

  • Outdoor is in the public domain
  • Outdoor is talked about
  • Other media report on exceptional creativity, new campaigns, interesting news about clients, all of which generate valuable extra coverage and exposure