To: My target public.
Date: 21 September 2009

What’s in it for me?

I feel it is my duty as a hand of outdoor advertising to explain what outdoor advertising does for you and your company, as this type of medium can be expensive or overpriced in the eyes of clients. Through this article I want you to meet your goals and reach the audience your message was intended for. I want you to know how you can benefit without incurring any losses.

Any type of medium used, is a communication channel that creates some type of emotion to promote a product or service. Outdoor advertising uses reach, frequency and scale to communicate with current and potential consumers on a day to day basis.

No matter what the subject might be of the advertising campaign, outdoor advertisements send the message in an easy and understandable way that targets human emotions and pulls at their heart strings. People then recall or remember the advertisement and follow up on its message.

Feedback and understanding are important factors of communicating when using out-of-home advertising. An outdoor campaign should be planned in such a way that it takes into consideration the target audiences strengths and weaknesses. For that reason emotions are determined by the message and the medium that carries the message plays a very important role. For example when an outdoor advertisement is targeted at rural people in rural areas, a lot of people might be illiterate and images will have to be the foundation of comprehending the message.

Therefore an outdoor advertisement can create awareness or opinion, motivate action and persuade.

Joy is the first emotion most companies try to achieve through advertisements. A funny head line or creative and pleasant images create a sense of happiness. Delight and warmth filter through the target audiences’ mind and comes to a conclusion of acceptance.

The second emotion outdoor advertisements may capture is the element of surprise. For example a shocking and unique caption or illustration that grabs the audience’s attention and creates awareness that will subconsciously cause some type of reaction from the recipients.

There are an abundance of emotions that will each cause a different effect on different publics and an outdoor advertising site that suits each advertising campaigns need. Scale and placement are the two factors that need to be kept in mind when trying to achieve outdoor advertising success.

When choosing the appropriate scale and size for your advertisement, it is necessary to think of your goals you want to achieve, target audience to reach, message to send and if the message sent was understood as intended.

The bigger the outdoor advertisement, the more recognisable the organisation, the more logical the message and the easier it is for audiences to recall it. But size is not necessarily everything, as a clever and interesting caption/image on a small or medium sized outdoor advertisement can be just as effective and appealing.

The placement of the advertisement can increase the impact of your message dramatically. Extensive research will pinpoint exactly which outdoor advertising-site companies reach more audiences and how frequently.

In any organisation reach and frequency are the two stepping stones to achieving your company’s stakeholder objectives. Knowing your target audience and addressing them using the right communication channels will guarantee maximum impact and reach. If the outdoor advertisement is placed in the perfect site for your advert then the placement will ensure that the specific audience that needs to be reached receives the message regularly in order to recall the message.

Outdoor advertising guarantees maximum frequent exposure and provides a service that will ensure that the company’s messages reach its target audience in a satisfactory manner that does not intrude on their lives.

Regards Site Editor