2. INTRODUCTION
Traditional forms of advertising media such
as radio, TV, newspapers, and magazines
usually reach their target audiences in
their homes. But, how are audiences
reached if they‟re not at home? One
possible answer to this question is in „out-
of-home‟ advertising. Out-of-home
advertising includes those media forms
that people see when they‟re out of their
home walking, driving, riding mass transit
or in taxis, or riding their bicycles. This unit
will introduce this growing segment of
advertising.

3. Traditional
• Out of Home Advertising: By OAAA
• Categorized into: Billboards, Street
Furniture, Alternative Media, Transit and Radio
(Specific).
• Billboards:
– Bulletins Spectacular Displays
– Wall Murals Vinyl Wrapped Posters
– 30 sheet posters 8 sheet posters

4. Traditional
• Outdoor: Since 5000 years
• One of the more pervasive communication forms.
• Street Furniture:
– Bus Shelters Urban Furniture
– Kiosks Convenience Stores
– Shopping Malls

5. Non Traditional
• Branded Entertainment
Film, Music Talent, Technology
• Miscellaneous
Videogame ads Parking lot ads
Bathroom ads Place based media
Others (Wireless, Mobile)

6. Out-of-home advertising
• Out-of-home advertising (or outdoor
advertising) is made up of more than 100
different formats, totaling $6.99 billion in
annual revenues in 2008 in the USA. Outdoor
advertising is essentially any type
of advertising that reaches the consumer
while he or she is outside the home. This
medium is in contrast
with broadcast, print, and Internet advertising.
• Out of home advertising, therefore, is focused
on marketing to consumers when they are
"on the go" in public places, in transit, waiting
(such as in a medical office), and/or in
specific commercial locations (such as in a

7. Overview
• Billboard advertising is a traditional out of
home advertising format, but there has been
significant growth in digital out of home
advertising (billboards and place-based
networks) in recent years; for example, about
1,500 digital billboard displays have been
installed in the United States alone.
• Traditional roadside billboards remain the
predominant form of outdoor advertising in
the US with 66 percent of total annual
revenue. Today, billboard revenue is 73
percent local ads, 18 percent national
ads, and 9 percent public service ads

8. Conti…
 Street furniture is made up of formats such as
bus shelters, news racks, mall kiosks, and
telephone booth advertising. This form of
outdoor advertising is mainly seen in urban
centers. Additionally, this form of advertising
provides benefits to communities, as street
furniture companies are often responsible for
building and maintaining the shelters people
use while waiting for the bus.
 Transit advertising is typically advertising
placed on anything which moves, such as
buses, subway advertising, trackside, and
taxis, but also includes fixed static and
electronic advertising at train and bus

9. Conti…
Finally, alternative advertising includes ads
in stadiums, on gas pumps, bike racks, rest
areas, and other non-traditional formats.
Alternative advertising provides a way to
address consumers in places they may not
expect.
Street furniture, transit, and alternative
media formats comprise 34 percent of total
outdoor revenue in the US. Some of these
formats have a higher percentage of
national ads than traditional billboards.
The outdoor industry includes more than
2,100 operators in 50 states representing

10. Outdoor Outlook: Some hope
The year 2012 is expected to be more of a
year of recovery for the Outdoor medium.
As per Pitch Madison Media Advertising
Outlook 2012, Outdoor is expected to
grow by five per cent to Rs. 1,362 crore in
2012. The share of the medium in the total
ad-pie is expected to fall to 4.9 per cent
than the 2011 level of 5.1 per cent.

11. Conti..
Some feel that 2012 will either be too good or
too bad. One worrisome factor is the likely
regulation by external authorities. “The
industry has to be careful and safeguard its
interest. Self-regulation by the industry
body and also representing itself strongly to
the government authorities has to be done.
It should not be the other way round,” says
Abhijit Sengupta, CEO, Outdoor Advertising
Professionals (OAP).

12. Conti..
While urban markets will still lead
spends, Tier II & III markets will also drive
higher revenues commensurate with
consumption. Going forward, the biggest
challenge for the Outdoor industry will be
twofold: to increase the spending from the
existing categories and to bring new
categories on board. FMCG, Retail, Media
and BFSI are expected to increase their
spends in 2012.
Ishan Raina, CEO & MD, OOH
Media, says, “The industry is still budding
and there is immense scope for new
clients, categories and growth. Every

13. Conti..
Experts are of the view that one thing that can
make a big change in the industry and help
brands trust Outdoor more, is a strong
measurement matrix. There is a firm trend
amongst large spenders to seek
quantifiable justification for ad spends – and
spends in OOH are increasingly on the
radar. The IOAA is also engaging with
clients to understand their expectations and
look at bridging the gap. There is also the
issue of benchmarking costs for sites within
a cluster – currently there is no logic and

14. Conti..
Rural OOH can bring some good news too.
Sunder Hemrajani, MD, Times OOH, says, “It
is expected that there will be increased share
of OOH in rural advertising on the back of
integrated advertising cum activation by key
categories like FMCG and telecom, and rapid
consumption shifts from the top six metros to
other Tier II & III cities.”
Another challenge for OOH players will be on
adopting technology-led innovations and
execution on a larger scale than one or two
isolated executions, which has largely been

15. Conti.
.
• If the industry is able to harness the key
growth drivers and formalise self
regulation / Standard Operating
Procedures for itself, there is no doubt that
it can increase its share in the ad pie. The
larger share of the pie would come from
both – an increase in the overall media
capitalisation, as well as marginal shift
from ATL media. Understanding the
potential of new technology and using it
correctly will also spur advertisers to invest

16. Digital Out Of Home - DOOH
Digital out-of-home refers to dynamic media
distributed across placed-based networks
in venues including, but not limited to:
cafes, bars, restaurants, health
clubs, colleges, arenas, gas stations, and
public spaces. DOOH networks typically
feature independently addressable
screens, kiosks, jukeboxes
and/or jumbotrons. DOOH media benefits
location owners and advertisers alike in
being able to engage customers and/or

17. Conti…
• The overall industry grew more than 15
percent last year(2010) to $2.1
billion, according to Patrick Quinn, CEO and
founder of PQ Media, a Connecticut-based
research and consulting firm. Quinn said
gas station television is one of the largest
and fastest growing segments of that
category, based in part on its verifiable
audience. With digital TVs in gas
stations, nearly 52 million customers are
getting snippets of weather, sports
highlights, celebrity gossip and commercials
with their gas each month, according to

18. • according to Nielsen. In addition to the
large number of viewers, the audience
profile of TVs at gas stations is unique. 100
percent are drivers. 76 percent are adults
from age 18-49 with a median age of 40 and
Median HHI $70k+. According to the Nielsen
Intercept Studies, 89 percent of the
consumers are engaged and watching TV at
the gas station and 88 percent love
watching every time they fuel because they
have nothing else to do.
• The reason that this category is growing so

19. • Every day more TV viewers are skipping past
commercials with their DVRs which in turn has made
out-of-home advertising all the more appealing. A
Nielsen media research study in 2009 showed that 91
percent of DVR owners skipped commercials. As a
result, traditional TV advertisers are hungry for an
effective substitute, and digital out-of-home ads appear
to be one of the solutions.
• DOOH also includes stand-alone screens, kiosks, and
interactive media found in public places. The
availability of inexpensive LCD screens with built-in
media players has opened the door for companies to
add interactive video messages in Point of Purchase
(POP) Displays. The displays allow consumers to get
additional information at the moment of decision on a

20. Outdoor Advertising Advantages
 When people think of Outdoor
Advertising, they usually think of the colourful
billboards along our streets and highways.
Included in the "outdoor"
classification, however, are
benches, posters, signs and transit
advertising (the advertising on
buses, subways, taxicabs and trains). They
are all share similar advertising rules and
methods.
 Outdoor advertising reaches its audience as

21. Some Outdoor Advantages:
 Since it is in the public domain, Outdoor
Advertising assuredly reaches its audience. People
can't "switch it off" or "throw it out." People are
exposed to it whether they like it or not. In this
sense, outdoor advertising truly has a "captured
audience."
 It's messages work on the advertising principle of
"frequency." Since most messages stay in the
same place for a period of a month or more,
people who drive by or walk past see the same
message a number of times.
 Particular locations can be acquired for certain
purposes. A billboard located a block in front of
your business can direct people to your showroom.
Or you can reach rural areas efficiently by placing

22. Some Outdoor Disadvantages
Outdoor advertising is a glance medium.
At best, it only draws 2-3 seconds of a
reader's time.
Messages must be brief to fit in that 2-3
second time frame. Ninety-five percent of
the time, either the message or the
audience is in motion.
The nature of the way you have to buy
outdoor advertising (usually a three month
commitment) is not conducive to a very
short, week-long campaign.

23. Conti..
• When you buy outdoor
advertising, remember that location is
everything. High traffic areas are ideal. A
billboard in an undesirable area will do you
little good. Keep your message concise
(use only five to seven words) and make it
creatively appealing to attract readership.
Few words, large illustrations (or
photos), bold colors and simple
backgrounds will create the most effective
outdoor advertising messages.

24. What does out-of-home advertising
look like?
Out-of-home advertising is extremely varied
in the forms that it takes. It includes
everything from traditional billboards and
transit advertising, through to sports/arena
advertising and in-store POP (point-of-
purchase) advertising. The following
sections will outline a number of different
types of out-of-home advertising.