Outdoor or out-of-home advertising (OOH) is not just another marketing method. It’s a powerful tool with an extraordinary appeal that digital ads often lack. From billboards and bus stops to digital displays, these methods offer unique opportunities to capture audience attention, making them a reliable choice for your advertising strategy.
According to the Outdoor Advertising Association of America, 70% of consumers remember what they’ve seen on a billboard ad. In addition, the OOH advertising market is projected to reach a whopping $38.9 billion by the end of 2024. In this post, we’ll delve into the different types of outdoor advertising and offer tips for success. Let’s jump right in!
What is Outdoor Advertising?
Outdoor advertising (OOH) is a form of advertising strategy that targets consumers who are out and about in the world. But it doesn’t just refer to ads that are literally “outdoors.” OOH includes ads in malls, subway stations, and any other public space.
What Are the Types of Outdoor Advertising?
The 9 types of outdoor ads we’ll be looking at today are:
- Static billboards
- Digital billboards
- Mobile billboards
- Banners
- Outdoor signs
- Transit advertising
- Retail advertising
- Street furniture
- Experience advertising
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Which one you choose can depend on several factors, including budget, location, and target audience. You can also divide outdoor advertising into two types: traditional and digital.
Traditional outdoor ads are static prints such as billboards, posters, and face-to-face experiences. Digital out-of-home ads (also called DOOH) include electronic screens and virtual/augmented reality experiences. While digital ads can be more costly, they offer more opportunities to catch people’s attention.
Now that you understand the basics, here’s a breakdown of each type of advertising.
9 Types of Outdoor Advertising
1. Static Billboard Advertising
Billboards immediately come to mind when thinking of outdoor advertising, and for good reason. They’re huge, they’re everywhere, and they’re proven to yield results. The cost of billboards can vary greatly based on size and location, ranging from $750 to over $14,000 per month.
These are the classic, non-digital billboards you’ll find on highways and city streets worldwide. After all these years, they’re still pretty effective at catching people’s eye, especially when they stand out from their environment.
2. Digital Billboard Advertising
Digital billboards have the advantage of displaying videos and animations, making them significantly more eye-catching for outdoor advertising. You can be creative with your billboard design and messaging. The catch? They can cost up to 4x more than static billboards.
Digital billboards often feature motion graphics, which can range from simple animations to full CGI videos. They are also expected to cost more to design.
3. Mobile Billboard Advertising
These are trucks, trailers, and other large vehicles with vehicle wrap designs to promote your business. Using static or digital designs, you can rent these trucks for roughly $100-400 per hour to advertise your business in a highly trafficked area. Branded delivery trucks also fall into this category.
4. Banners
The first example of a banner advertisement you might think of is a pole banner, like the one pictured above. These often advertise events and tourist attractions in major cities. But there are other types of ads under the banner umbrella, including:
Bridge banners: If you want to appeal to travelers, billboards aren’t the only option. Advertising on the sides of bridges is another way to get attention on high-traffic highways.
Indoor banners: There’s such a thing as indoor-outdoor advertising. From airports to sports stadiums, banners in public areas have a high chance of catching people’s attention, so companies often pay over $50,000 for prime spots.
Standing banners are one of the most common low-cost solutions for small businesses to do outdoor advertising. A simple banner on a pole or stand can drive local traffic in your immediate area. Custom free-standing banners can cost $50 or less.
5. Outdoor Advertising Signs
Speaking of low cost, a banner isn’t the only way to attract attention outside your business or event. If you’re looking for foot traffic, a simple outdoor sign can be just the thing—as long as you put the right amount of effort into your design.
The above example illustrates how graphic design itself can convey information without words. Real estate graphics often use elegant designs with muted colors and typography to convey professional agents and upscale properties.
Outside of A-frame signs like the ones above, outdoor signs can include evergreen signs outside a business, political posters at public events, and much more. If you want DIY with it, you can paint designs directly on your storefront window, ensuring that even people on the go will take a second look at your business.
6. Transit Advertising
This type of outdoor advertising is typically seen on trains and buses. About 38% of consumers tend to stop at the store while on their way home, so transit ads have the potential to yield immediate results from commuters.
Transit is one of the few spots where your audience is likely to be seated and can take in more information from your ad. The above example from Pepsi uses a clever, region-specific slogan for Boston commuters that might be too niche for a larger ad.
Transit commuters may have more time to take in your ad, but they still have places to be, so remember, less is more.
7. Retail Advertising
Whether you own a store, sell a product, promote a lifestyle, or all of the above, retail advertising can be a great way to get the word out. When someone enters a retail space, they’re specifically looking for products to buy, and you have ample opportunities to prove that what you’re selling is what they need.
Examples of retail advertising can include:
- Window displays (pictured)
- Point of sale displays
- Packaging designs
- Mall/in-store signage
- And much more
Every aspect of the retail experience is an opportunity to make your brand stand out. This type of advertising is cheap, especially if you’re using your own space, but it’s also among the most competitive.
8. Street Furniture
In urban areas—where outdoor ad space is the most competitive—a 10-foot-tall billboard isn’t the only way to grab attention. Street furniture ads are the next big thing in outdoor marketing, becoming more and more prominent at bus stops, bike racks, charging terminals and more.
These ads have the advantage of meeting customers at eye level. In areas where big, flashy outdoor ads are all over the place, street furniture is the sort of unassuming space where people may actually be more likely to look—and for a fraction of the cost.
9. Experience Advertising
In 2016, Reebok installed an interactive billboard with a speed camera with the ZPump shoes on display. Passersby were then encouraged to go past the speed camera and try to hit as fast as 10.5 miles per hour. All those who hit the goal were rewarded with new Reebok ZPump 2.0 kicks.
This is just one example of the infinite possibilities of experience advertising. It requires targeted campaigns in significant areas, but if you do it right, it can have a lasting positive impact on your brand. Examples include:
- Guerrilla marketing
- Stunt/viral marketing campaigns
- Face-to-face advertising
- Scheduled outdoor advertising events
- Flash mobs
- And more!
Creating experiences can involve building displays and pop-ups, hiring actors, and a lot of coordination that goes well beyond graphic design. Still, as with all advertising, a professional, eye-catching design is the ultimate key to success.
Outdoor Advertising Tips for Success
Compared to digital marketing, outdoor advertising can require a much bigger investment and a longer time commitment. Here are a few tips to help ensure that you’re getting a good return on investment:
- Know Your Audience: Understand who you’re targeting and choose locations that your audience frequents.
- Keep It Simple: Outdoor ads need to be understood quickly. Use clear, concise messages and strong visuals.
- Be Creative: Think outside the box to make your ad stand out. Unique designs or interactive elements can capture attention.
- Ensure Brand Consistency: Your outdoor ads should align with your overall branding to maintain a cohesive message.
- Stay Compliant: Be aware of local regulations and guidelines for outdoor advertising to avoid any legal issues.
- Use High-Quality Graphics: Ensure your visuals are high resolution and can be easily seen from a distance.
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