With marketers seeking to trim their spending at every opportunity, outdoor advertising seems to be a happy medium in a bad economy. As a medium that has often been used to amplify campaigns on other media platforms, such as TV, outdoor has emerged as a big player in the advertising arena.

Research from the Outdoor Advertising Association (OAAA) suggests that, far from being an ancillary medium, poster campaigns can be just as effective at lifting sales as TV, press and radio executions. In some cases, outdoor performs even better than its rivals. You are forced to glare at an advertisement going along the interstate or state highway without a remote to fast foreword your way past the commercial ad or changing the radio station because of an ad.  Whether people like it or not they will get a glance at an ad on an outdoor advertising sign.  Advertisers are worried their ad is seen less now that tevo and other recording devices have been brought into homes.  Outdoor advertising is the remedy in getting their message across.
The research suggests that outdoor is particularly effective when used in conjunction with other media.    Poster ads can help hammer home marketing messages and prolong the afterglow from TV and press advertising.

CBS Outdoor, says the outdoor industry has lacked the econometric case studies to prove it can increase sales. Previous research has looked at the way it boosts awareness and its role in enhancing campaigns in other media. 'This research was commissioned by the industry because we are certain it works - and we wanted to provide brand owners with hard, econometric evidence,' Charlton says.

The study focuses on retailers and examines the sales increases that result from outdoor advertising. Because of the very high production costs of TV advertising are taken into account, outdoor emerges as the most efficient medium, bringing in an extra $1.20 in sales for each $1 spent.

When billboard advertising is combined with proven strategies for revenue growth, they can enhance a company's market position and overall image thus contributing to the success of the marketing campaign.

To get a better view of all of your options, contact Kelly Shaw atkelly@billboardeal.com