Compared with television and internet advertisements, what is the advantage of outdoor advertising?
First, great visual impact. If a company wants to build and maintain the image of its brand, a billboard at the well trafficked central areas or in the waiting rooms is a hotly contested spot. For its lasting and attraction, many well-known brands has been well considered as the landmark of the local place.
Second, 24 hours full time advertising. Many outdoor advertising is lasting and around the clock. 7days a week, 24hrs each day, outdoor advertising has the longest spread time and is the most fully displayed. Internet media also owns such strength, but it exists in a virtual world. But if the target audiences want to access they have to get prerequisites. While the outdoor media, because of the uniqueness of physical space, can more radically and fully work to its advantage.
Third, great expressiveness. Outdoor advertising resorts to multiple expressive means which together bring to comprehensive and rich sensual stimulation. Image, words, dimensional item, dynamic sound effect, environment, etc., all can be cleverly applied.
Fourth, frequency distribution. Through strategic arrangement and distribution, outdoor advertising can obtain ideal frequency. Right time, place and proper outdoor media can achieve ideal scope and can reach to people of all walks of life, outdoor advertising even manages to match well with audiences’ life pace.
Fifth, pervasiveness. Upright column, neon lamps, building walls and other mediums of this kind or internet-driven media like waiting room, vehicle body, subway, airport and railway station, the non-substitutability of outdoor advertising lies in that it can reach audiences that other medias can not access to.
