Outdoor advertising, also known as out-of-home (OOH) advertising, is a powerful marketing tool that allows businesses to reach a wide audience in public spaces. From billboards to bus shelters and buses, there are various types of outdoor advertising options available. However, before diving into the costs and factors involved in outdoor advertising, it is important to understand the different types of OOH advertising and their unique characteristics.

What are the 3 main types of OOH

Billboards

Billboard advertising is one of the most recognisable forms of out-of-home. These large structures are strategically placed in high-traffic areas, such as motorways, busy junctions, and city centres. With their eye-catching visuals and concise messaging, billboards have the power to capture the attention of a wide audience. They offer a high level of visibility and can effectively build brand awareness and convey key messages to passersby.

Bus Shelters

Bus shelters provide another popular form of outdoor advertising. These structures are located at bus stops and offer a unique opportunity to reach a captive audience. With their strategic placement in busy urban areas, bus shelters allow advertisers to target commuters and pedestrians. Advertisements displayed on bus shelters can be highly visible and can effectively communicate messages to people waiting for public transportation or passing by on foot.

Buses

Buses themselves can also be used as a medium for outdoor advertising. With their large surface area, buses offer ample space for advertisements to be displayed. Whether it’s a full wrap covering the entire bus or smaller ads placed on the sides or back, bus advertising can reach a wide audience as buses travel through various neighbourhoods and streets. This form of outdoor advertising allows businesses to effectively target specific geographic areas and demographics.

Is Outdoor Advertising Cost Effective?

Outdoor advertising has proven to be a cost-effective marketing strategy for many businesses. Unlike other forms of advertising, such as television or radio, outdoor advertising has a lower cost per thousand impressions (CPM). This means that businesses can reach a larger audience for a lower cost compared to other advertising mediums. Additionally, outdoor advertising has a longer exposure time, as billboards and bus shelters are visible 24/7, ensuring that your message is consistently seen by potential customers.

Outdoor Advertising Costs

The costs of outdoor advertising can vary depending on several factors, including the type of OOH advertising, the location, and the duration of the campaign. In major cities like London, the costs tend to be higher due to the higher demand and increased visibility. For example, traditional 48 sheet billboard advertising in prime locations in London can range from £500 to £900 per 2 weeks, depending on the size and location of the billboard. On the other hand, outside of London, the costs may be lower, with billboards ranging from £300 to £500 per fortnight.

Factors such as the size of the billboard, the duration of the campaign, and the level of competition in the area can also impact the costs. Additionally, the production and installation costs should be taken into account when budgeting for outdoor advertising. These costs can vary depending on the complexity of the design and the location of the advertisement.

Digital Outdoor Advertising Costs

DOOH has gained popularity in recent years due to its dynamic and interactive nature. Digital billboards and screens allow for real-time updates and can display multiple advertisements in rotation. The costs of digital outdoor advertising can vary depending on factors such as the location, the size of the screen, and the duration of the campaign. In general, digital outdoor advertising tends to be more expensive than traditional static billboards due to the added technology and flexibility it offers.

In Conclusion

Outdoor advertising offers businesses a cost-effective way to reach a wide audience and build brand awareness. With various types of OOH advertising available, such as billboards, bus shelters, and buses, businesses can choose the medium that best suits their target audience and marketing goals. While costs can vary depending on factors such as location and duration, outdoor advertising remains an effective and impactful marketing strategy. By carefully considering the costs and factors involved, businesses can make informed decisions and maximise the benefits of outdoor advertising for their brand.