Outdoor is an extremely Cost-effective Advertising Medium

If one compares the cost of Television, Radio and Print advertising on a Cost-per-thousand basis with Outdoor advertising it is clear that an Outdoor Advertising campaign offers excellent Value-for-money on a Cost-per-thousand basis.

Outdoor has the ability to reach demographic groups that are difficult to reach with other media.

This statement is particularly valid when considering the lower LSM, rural areas. The physical, visual nature of an outdoor holding enables permanent visual presence between bursts of other media. This makes Outdoor an ideal medium to use in conjunction with radio, for example, to maximise the audio and visual elements of a campaign.

Outdoor cannot be "Zapped, turned off, or turned over"

This statement is particularly valid when considering the lower LSM, rural areas. The physical, visual nature of an outdoor holding enables permanent visual presence between bursts of other media. This makes Outdoor an ideal medium to use in conjunction with radio, for example, to maximise the audio and visual elements of a campaign. The issue of Advertising Avoidance is a serious hindrance to media such as TV, radio, print and magazines. The greater programming choice currently available has also increased the probability of avoidance. One of the unique benefits of Outdoor is that it is very difficult to consciously avoid. The target audience does not have to ’subscribe’ to the medium in order to be reached by it. I.e.: There is no financial cost or leisure-time forfeited by the viewer in order to be exposed to the medium - Outdoor utilises "dead time", when the target audience is "not looking".

Outdoor can be used to create a "media-multiplier" effect

This statement is particularly valid when considering the lower LSM, rural areas. The physical, visual nature of an outdoor holding enables permanent visual presence between bursts of other media. This makes Outdoor an ideal medium to use in conjunction with radio, for example, to maximise the audio and visual elements of a campaign. Effective creative treatment has the ability to obtain additional exposure of the campaign through word-of-mouth, as well as through publicity in other media channels.

Outdoor provides extremely high frequency, as well as permanent, high-impact presence

This statement is particularly valid when considering the lower LSM, rural areas. The physical, visual nature of an outdoor holding enables permanent visual presence between bursts of other media. This makes Outdoor an ideal medium to use in conjunction with radio, for example, to maximise the audio and visual elements of a campaign. High frequency is a given benefit to most Outdoor campaigns, with the build-up of multiple exposures occurring rapidly after the launch of a campaign. Again, this makes Outdoor ideal in terms of an integral support mechanism to other media, particularly if these are used in a "burst" type strategy.

Outdoor offers a brand "Street Presence that enables brands to become part of a consumer’s daily life"

This statement is particularly valid when considering the lower LSM, rural areas. The physical, visual nature of an outdoor holding enables permanent visual presence between bursts of other media. This makes Outdoor an ideal medium to use in conjunction with radio, for example, to maximise the audio and visual elements of a campaign. The nature of an Outdoor holding necessitates a physical presence in the community. The brand or message is on public display, 24 hours per day. Whilst this is clearly a "Qualitative" value offered by Outdoor, it can be integrally important to certain types of creative strategies; particularly for those with a community appeal, or a need to generate a direct consumer relationship over time. This "permanent presence" allows a brand to earn a place in the minds of the consumer, offering a constant reminder that the brand is "Available and on sale"

This statement is particularly valid when considering the lower LSM, rural areas. The physical, visual nature of an outdoor holding enables permanent visual presence between bursts of other media. This makes Outdoor an ideal medium to use in conjunction with radio, for example, to maximise the audio and visual elements of a campaign. The medium is the message". The message is not part of the medium.

Outdoor is one of the only media that does not have any editorial content. Outdoor constitutes "pure advertising" in that there is no interference / clutter imposed by editorial content or programming.

This statement is particularly valid when considering the lower LSM, rural areas. The physical, visual nature of an outdoor holding enables permanent visual presence between bursts of other media. This makes Outdoor an ideal medium to use in conjunction with radio, for example, to maximise the audio and visual elements of a campaign. Every purchase is preceded by a window of opportunity. It is the task of the media planner / strategist to place the brand message in that window."

Outdoor is an ideal medium to achieve just this. With sophisticated mapping software able to plot campaigns down to street and site level, Outdoor can be planned such that it stimulates awareness immediately prior to the purchase decision, thereby maintaining brand awareness when it counts. This supports the theory of "Recency" whereby the attempt is made, through an effective media plan, to ensure that the brand message is ’most recent’ in the prospect’s mind prior to the purchase process taking place.

"Seeing is Believing"

• The advantage of Outdoor is that it has the ability to show: Visual characteristics of the brand (packaging, shape, colour etc).
• How the brand is used/consumed via demonstration
• How the brand works e.g. The foaming action of a washing powder
• The end result or benefit of using the brand

Outdoor is capable of strengthening a brand’s perception in the minds of consumers

Research has shown that when consumers are exposed to outdoor advertising for a brand that they are aware of and have previously tried, this communication enhances the image and perception that they have of the brand This statement is particularly valid when considering the lower LSM, rural areas. The physical, visual nature of an outdoor holding enables permanent visual presence between bursts of other media. This makes Outdoor an ideal medium to use in conjunction with radio, for example, to maximise the audio and visual elements of a campaign.