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Is Outdoor Advertising effective?
Home » Advertising & Marketing » Outdoor Advertising » Is Outdoor Advertising effective?Posted by Your Guide on November 16, 2005 2:07 PM
In 2004, advertisers spent a record $5.8 billion on outdoor advertising. This was the thirteenth consecutive year in which outdoor advertising increased or remained consistent. Nearly every major national corporation employs outdoor advertising in some form or fashion, yet seventy percent of outdoor advertising comes from local sources. Clearly, American companies believe outdoor advertising is effective.
Companies have long recognized the value of outdoor advertising, ever since traveling acts and circuses began promoting themselves using outdoor posters. In 1867, companies began leasing boards for advertisements, and in the early twentieth century, corporations such as Coca-Cola solidified their status as household names by using outdoor advertising around the country.
Outdoor advertising, however, has exploded in past years as companies cater to the changing lifestyles of Americans. Americans are spending more time away from home than ever before. According to a 2001 study by Arbitron, the average American spends more than three hundred miles in their cars each week, and the average commuter has a round-trip commute of fifty-four minutes. In addition, eighty percent of Americans spend time each week walking through parts of their city.
All this time spent in cars or walking outside makes for valuable advertising opportunities. According to BPS Outdoor Media, billboards alone reach ninety-three percent of Americans, and according to the Outdoor Advertising Association of America (OAAA), people look at seventy percent of billboards they pass and actually read sixty-three percent. In a survey reported in the Journal of Advertising Research, eighty-five percent of respondents stated that billboards are useful to travelers. The overwhelming majority of Americans not only see outdoor advertising, they read it, and find it useful. By any standard, that is effective advertising.
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