Important Classifications of Outdoor Advertisements

1
Important Classifications of Outdoor
Advertisements
2
Introduction

• Outdoor advertising , also known as out-of-home
  media or outdoor media, is advertising that
  reaches the consumers while they are outside
  their homes.
• Out-of-home media advertising is focused on
  marketing to consumers when they are "on the go"
  in public places, in transit, waiting such as in
  a medical office, or in specific commercial
  locations such as in a retail venue.

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Characteristics of Outdoor Advertising

• Generally, outdoor advertising has the ability to
  play a major role in effective communication
  medium within any multimedia advertising
  campaign.
• Some of the characteristics to be evaluated for
  outdoor advertisements are as follows
• Physical characteristics
• Neighbourhood characteristics
• Road characteristics
• Traffic characteristics
• Visibility

4
Physical characteristics

• The physical characteristics of an outdoor site
  are crucial as the chances of a message being
  exposed to a consumer depends on them.
• i. Size of hoarding
• ii. Shape of hoarding
• iii. Location of hoarding
• iv. Position of hoarding
• v. Other characteristics
• vi. Angle relative to road

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Neighbourhood characteristics

• If the neighbourhood is made up of the target
  audience for a particular product, they will have
  increased involvement with the message on the
  hoarding.
• i. Type of area such as residential,shopping,comm
  ercial, public utility, educational
  institutions, places of worship.
• ii. Landmark nearby .

6
Road characteristics

• The characteristics of the road on which the
  hoarding is situated affects the number of people
  who are able to see it as well as the time they
  are able to spend on seeing the message.
• i. Number of lanes
• ii. Two way/ one way
• iii. Continuous road/ intersection
• iv. Slope of the road

7
Traffic characteristics

• The type and volume of traffic passing by a
  particular hoarding impact its selectivity and
  also its capability to repeat a message to a
  target audience.
• i. Most frequented routes used by commuters
• ii. Pedestrian
• iii.Cars
• iv. Public transport
• v. Two-wheeler
• vi. Density

8
Visibility

• When it comes to outdoor advertising visibility
  is one of the main constraint. The following are
  some of the factors that has to be noted keenly
  in order to obtain a good visibility rate.
• i. Visibility at different ranges (25 m/ 50 m/
  100m/ 200m)
• ii. Visibility from different directions (flow of
  traffic)
• iii. Obstructions to visibility (trees/ wires/
  buildings)
• iv. Distractions (other hoardings/ decorations/
  backdrop/ trees/ buildings)
• v. Compass direction (West/ East/ North/ South)

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For instance
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Conclusion

• Outdoor advertising
  agencies in India offers consistency as well as
  stability when it comes to delivering brand
  awareness. In countries like India such an
  advertising medium plays an important role in
  delivering a relevant message to the mass
  targeted audience with ease and efficiency.