Spring is finally here, the weather has calmed down and the company executives have gone for a lunch-time hike up the local mountain. While they're resting around a big rock in a clearing, the CEO points out the billboards he sees in the distance and asks the marketing director what he knows about outdoor advertising.
When you think of outdoor advertising you typically think of billboards, but in today's media environment, billboards are just a small part of the whole spectrum of choices.
You'll see how the genre of outdoor advertising has exploded over the recent years. Also, a number of research studies done at the turn of the century - 1999 through 2001 - have highlighted how the outdoor segment can play an important role in the media mix.
As we are aware, consumer lifestyles have changed drastically due to an increasingly cluttered media environment and technological advancements - the Internet, MP3 players, PDA's, etc. While this technology is being relied on by consumers to streamline their lives, they are becoming more and more time-stressed every day. Consider the following facts:
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* On average, the typical American walks 6.1 miles per week in downtown areas
These facts come from the Arbitron Outdoor Study conducted in 2001. The study also pointed out that consumers are spending more time commuting to work - 56 minutes per day. These consumers while driving, walking, or fighting rush hour traffic are not being reached by traditional media (television, newspapers, magazines, etc.), but are being influenced by outdoor advertising in all its myriad forms. In fact, one of the study highlights is that outdoor media "plays a vital role in the media mix by reaching consumers missed by other media and enhancing the exposure of other media."
An industry white paper titled "Outdoor Advertising: The "Brand" Communication Medium of the 21 st Century" written by James M. Maskulka, PhD. in 1999 sheds some light on the importance of outdoor advertising in building "brands" and "sales."
Perhaps the two key benefits described by Dr. Maskulka are that outdoor advertising:
* Provides a "creative canvas" for delivering the brand message
* Fits a transformational advertising strategy
According to the paper, transformational advertising is defined as implanting either a message or image about a differential product advantage in the mind of the user. This type of strategy requires frequent exposure over an extended period of time. In every case, outdoor advertising fits the bill.
As far as the "creative canvas," think about some of the more famous outdoor advertising campaigns - Nike's "Just Do It," Apple Computer's iMac, or Richard Branson's Virgin Airlines. These companies used the creative nature of outdoor advertising to deliver their message and position their products for growth.
Apple Computer and Virgin Airlines along with Altoids and other brands are considered by Dr. Maskulka to be "philosophy brands" - brands that reflect a philosophy or attitude toward life. These types of brands are more resistant to competitive challenges and offer more flexibility in terms of adapting to changing consumer tastes.
Reviewing the earlier chart, you can see that the outdoor advertising segment has evolved to keep the segment relevant as consumers' tastes and behaviors have changed. The outdoor medium has the opportunity to be the media driver for ad campaigns, especially for those companies looking to:
* Launch new brands such as e-commerce brands
* Test new product ideas such as Apple Computer's iMac
* Test creative concepts and new brand propositions such as the Dairy Board's "Got Milk" campaign
Thus far, I've mentioned consumer change, how outdoor advertising has evolved, the type of strategy you need to follow, and some of the brands that have effectively used outdoor. Now, the Professor will provide a brief description of the technical strengths and weaknesses of outdoor advertising.
Strengths
1) Delivers mass audience efficiently
2) Provides stability and consistency of the brand's message
3) Provides clarity of the brand's focus
4) Allows strategic placement of the brand's message
Cost on a CPM basis is significantly lower than that of any other advertising medium - in some cases by a factor of 10 or even 20
Weaknesses
1) Brevity - The nature of outdoor advertising makes it difficult to communicate product details, competitive advantages, and specific consumer benefits.
2) Limited Availability - Construction of new billboards is restricted by costs, space availability, and rigid municipal codes and environmental regulations.
3) Lack of Effective Measuring Tools - Unlike other advertising media, outdoor advertising has no truly reliable method to measure its effectiveness.
4) Low Recall - Exposure can be very brief, minimizing message retention.
5) Ugly Image - Because of growing environmental concerns, many communities have eliminated, reduced, or limited the volume and placement of outdoor advertising.
6) Inflexible - Ads must be purchased an average of 28 days prior to showing to allow time for production and placement, prohibiting any corrections or additions that may result from changing business conditions.
While outdoor advertising (in all its shapes and sizes) can deliver your message efficiently and effectively, you must first look deep into your business and answer the following questions before you jump into the outdoor pool.
* What image does your brand convey?
* What is your brand's philosophy?
* How do your products fit consumers' lives?
* What is your competitive situation?
* How effective is your current media mix?
If you're not sure you can find the answers, give the Professor a call. We can help.
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