Thousands of years have been passed since the first appearance of outdoor advertising in ancient Roman, but it is now still one of the advertising mediums that being most widely used for brand building and message spreading. The reason why outdoor advertising is so popular stems from its unique features.
Outdoor advertisement has a high geographic selectivity. Outdoor advertising, especially the large ones, usually choose to locate at core area and the heart of urban where there are large traffics and large streams of people. They feature delicate and elegant graphics that are matched with simple and polished words which always manage to effectively resonate with audiences and raise people’s inner emotion. Apparent and sharp visual images together with words and graphic that make people produce associations easily really impress people deeply.
Another feature is that outdoor advertising fully makes use of people’s blank state during their trip or way in public places. At this time, people tend to be attracted by ads with sophisticated design and colorful lights. Compared with internet advertising and television ads, outdoor advertisements, according to most people, are a welcome distraction while traveling. They always can leave a deep impression on audience and attract much attention so as to make it much easier for the promotional message accepted.
Outdoor advertising has a kind of unavoidability. Even those busy passers-by are forced to be impressed by a simple glance and cast at the graphic. Again and again, the casual and vague impression become more and more clear by repeat glance everyday. Unavoidable and impacts consumers to lost to other source options is the very nature of outdoor advertising.
Outdoor advertising are various in reforms and styles, especially the development of ads on colorful sky balloons and led boxes. Besides, these outdoor advertising all has its own distinctive features, they greatly beautify the city, reaching oneness with the outlook of city, which makes it easier for people to accept the ads. We also notice that the content of outdoor advertising is single and simple, which can effectively avoid competition and interruption from other contents and ads. And the cost of CPM, the barometer of cost efficiency, outdoor advertising takes is much lower than TV, newspaper, and other advertising mediums.
