Out of Home Advertising Succeeds with a "Can-Do" Attitude

Looking around, it's almost hard to tell the out of home advertising industry is in a recession. Yes, numbers are down and vacancies are up. However, this industry continues to prove itself as the creativity and innovation hub of the advertising world. Industry associations, companies and suppliers are still moving forward with the research, technology, new products and creative execution that keeps the ever adapting outdoor advertising industry on top.

Research -

Due to the high fragmentation of out of home advertisers, industry members have always battled the issue of standard audience measurement ratings. Recently, after many years of research, the Traffic Audit Bureau (TAB) released its first version of EYES ON data for review in 200+ markets. At last, the industry has reliable numbers for traditional billboards and bus shelters. EYES ON will provide a basis for differentiating media based on demographic criteria. After five years of hard work, nearly 500,000 billboards have been audited -- no small feat, but a huge step in the right direction for out of home advertising.

Technology -

One major factor contributing to the growth of the out of home advertising industry is continued technological advances. The introduction of digital capabilities in recent years provides advertisers with the ability to target the out-of-home audience like never before. The medium that has always been used to reach the masses now has the power to narrowcast and communicate more intimately with the consumer. New creative technologies such as Bluetooth, motion sensors and touch screens give ads a way to engage consumers by providing an interactive, entertaining medium.

New Products -

Of course there are many new digital products making their way into media plans, but let's not forget some of the new low-tech products finding their place in today's advertising plans.

Targeting your consumer in the deli or grocery store is easy with deli wraps. Brandwich and Continental Airlines just had a campaign that offered free chips with the consumer's sandwich. Toyota just implemented a green campaign using GreenRoad Media, the company who uses flowers and plants to get a brand's message to the consumer. What better way to tout your green products than by using green products?

Awe-Inspiring Creativity -

One international media company just "wrapped up" (no pun intended) a wrapped bus shelter campaign in Chicago for the Field Museum's pirate exhibit. In addition to wrapping the shelter, they plopped down a life-sized pirate inside the shelter, causing quite a lot of attention.

For the University of Kentucky, another media group incorporated a low-frequency radio station into their creative strategy. When consumers passed the traditional billboards carrying the radio station, Kentucky football cheerleaders could be heard cheering their team on to victory!

In another example, a large soft drink company implemented a campaign using Bluetooth-enabled posters at 120 bus shelters in six cities. Consumers could interact with the posters by downloading music while waiting for a bus. The plan also included 8,800 traditional billboards in 200 markets that further engaged audiences by inviting them to design a cola can.

Forecast -

Since the outdoor advertising industry's innovation isn't slowing down, one can only imagine how geared up it will be for the economic revival which -- according to PricewaterhouseCoopers -- should be just around the bend. They predict that outdoor ad spending will increase by 0.7% next year. They also expect an increase at a compound annual rate of 2.5% through 2013, while radio and newspapers will not have year-to-year growth until 2012.