Outdoor Advertising Guide


Outdoor advertising can be an effective form of marketing for businesses of all sizes. With this guide, we’ll look into the various types of outdoor advertising available, their benefits, and the best practices to ensure your campaign is successful. In addition, you’ll learn how to find the right techniques and channels to reach your target audience and how to get the most out of your outdoor campaigns. So let’s get started!

Overview of outdoor advertising

Outdoor advertising, also known as out-of-home (OOH) advertising, is any communication typically found outside a home. This form of advertising promotes products and services by using traditional outdoor media such as billboards, transit displays, and street furniture to reach consumers in places they frequent. Outdoor ad campaigns are designed to build brand awareness and captivate potential customers with strong messages that stand out in a crowded marketplace.

Outdoor advertising has been used for centuries and is still an effective way to get the word out about products and services. It can target particular demographics with its placement outside shops or events that appeal to their interests. With the rise of digital technology, it’s now possible for outdoor campaigns to include features such as interactive displays or incorporate sensors that track key metrics like impressions, engagements, geolocation data, and more. Additionally, some outdoor ads are powered by artificial intelligence (AI) algorithms that continuously optimize the content displayed based on changing conditions like time of day or weather patterns.

Whether you’re looking for traditional ads such as billboards or more innovative solutions like interactive kiosks and digital screens, Outdoor Advertising provides a cost-effective solution for any business wanting to reach customers beyond the walls of their website or store location. This guide will discuss different outdoor advertising channels and break down what makes them effective so you can choose the right option for your next campaign.

Types of outdoor advertising

Outdoor advertising is a type of promotion that uses strategically placed forum messages, billboards, and signs to increase public awareness of a product, service, or concept. Outdoor advertising can be placed in heavily trafficked areas and viewed by commuters, tourists, and pedestrians.

There are several different types of outdoor advertising, each with distinct advantages and disadvantages. Common methods of outdoor advertising include:

  • Billboards.
  • Bus stop/shelter ads.
  • Transit/streetcar decals.
  • Sidewalk signage.
  • Large format wallscapes.
  • Vehicle wraps.
  • Large standing displays.

Billboards are the most common type of outdoor advertisement; large posters for print or digital displays can effectively reach consumers who may have already passed by the location. Roadside ads—usually on highway overpasses or scenic vistas—are also available for advertisers targeting people driving in cars.

Bus stop/shelter ads are great for advertisers to target commuters on their daily trips downtown or home from work. Most shelters feature billboard-sized prints that passersby can’t miss, whereas transit decals offer branding opportunities on subway trains and streetcars lines.

Sidewalk signs are an ideal marketing tool when targeting pedestrians in areas with high foot traffic, such as shopping malls or crowded city sidewalks filled with tourists and eager shoppers ready to spend money on holiday gifts. In addition, walking’s often accompanied by smaller-scale signs that lead customers into store locations along retail corridors through directional totem poles offering detailed information about products or services inside the store’s entranceways.

Finally, vehicle wraps allow corporations to drive their brand around town without paying expensive billboard fees. At the same time, large standing displays let promoters reach shoppers congregating at restaurant chains, fast food franchises like Starbucks, plus well-known entertainment complexes such as movie theaters which guarantee omnipresent messages!

Benefits of Outdoor Advertising

Outdoor advertising is a great way to get your message out to a wide range of people. By using outdoor advertising, you can create a lasting message many people will see. It offers an opportunity to reach people who may not be reached through other forms of advertising. Out-of-home advertising can effectively boost brand recognition and reach more people in a shorter amount of time. Let’s explore the benefits of outdoor advertising in more detail.


Outdoor advertising is one of the most cost-effective forms of advertising available. It allows businesses to target a wider market that can be difficult for other forms of communication to reach. In addition, outdoor advertising can be installed quickly, eliminates confusing or slow response times, and allows businesses to get creative with their message.

Unlike other mediums, outdoor advertising stands alone—it works even when competitors are inactive. This helps businesses to maintain visibility on tight budgets while other media options require a bigger investment. Additionally, outdoor advertisements are often visible 24/7, allowing companies to build strong brand recognition with their target audiences quickly and successfully.

Outdoor ads also require less setup than radio and television spots or website design and maintenance; their presence is ongoing, ensuring potential customers see the message often enough for it to stick in their minds without reposting. A well-done outdoor campaign not only offers cost-efficiency but also brings heightened success for maximum ROI on promotional campaigns.

Outdoor advertising allows businesses to speak directly with customers on an intimate level; instead of just delivering a message from afar like radio and television spots often do. Outdoor signage brings messages into the customer’s space—outdoors or inside their home or business (in the case of indoor signs). By placing ads closer to customers’ everyday lives, the message becomes much more effective when combined with related tactics like a broadcast promotion or print campaigns.


Reach is one of the key benefits of outdoor advertising and one of the main reasons brands choose this medium. Outdoor campaigns deliver a consistent and measurable reach – because only those truly exposed to an advertisement can recall it, buying comprehensive targeting is essential for success.

Outdoor allows you to target demographic audiences with greater reach than other digital media like social, search, television, and radio. With campaigns on billboards, bus shelters & adshels targeting narrow niche audiences can be achieved within very localized geographies.

Furthermore, outdoor advertising also offers large-scale campaigns that can reach huge numbers of people across wider geographic areas in a single deployment which allows you to craft memorable communications that impact your audience. At the same time, they go about their day-to-day lives in their city or region – even when they’re not actively searching or using digital media platforms.

Outdoor advertising works as an attention grabber due to its high-impact visuals. It is specifically designed such that they have a strong visual presence that stands out among other marketing messages, so there’s no doubt your message will get seen. This facilitates higher levels of engagement, allowing businesses to easily identify potential customers in and around their area, especially indoors, where digital screens allow people to view more information about businesses and direct them safely toward a store or business premises.

For businesses seeking larger-scale outreach with regional or national campaigns purchasing individual adverts from multiple providers adds potential challenges when creating consistent messaging across a range of different locations at once. However, outdoor advertising networks like Adshel provide nationwide coverage allowing you to roll out achievable regional campaigns easily, delivering seamless messages wherever you are in the country.


When it comes to outdoor advertising, one of the best aspects is the flexibility it can offer to advertisers. Outdoor advertising allows companies to target specific geographical areas or select the types of people they d want to reach. Through demographic research and careful planning, a business can choose which message to send, when they want to send it, and exactly where it should be sent.

The message of outdoor advertising can range from simple awareness campaigns, such as a logo and brand name of a new product being launched. It could also be used for promotional products like discount codes, promotional periods, and special offers for online products.

Businesses have much more control over their campaigns than traditional media outlets. This allows them to tailor their messages appropriately—choosing when to start or stop certain parts of their campaign to measure its success accurately. In addition, this provides flexibility in terms of the budget for an advertisement as businesses can adjust where and when a digital board is used to its cost-effectiveness over traditional print advertisements or commercials.

Considerations when Planning Outdoor Advertising

Outdoor advertising is a great way to get your message seen by a large audience. When planning your outdoor advertising, you should keep a few considerations in mind. These considerations include selecting the right location, deciding on the type of material to use, and creating a message that will resonate with your audience. First, look at how you can ensure your outdoor advertising campaign is effective.


There are many factors to consider besides the cost when planning outdoor advertising. Location is key to ensuring potential customers notice and remember your ad. It’s important to find an outdoor location with regular pedestrian or vehicular traffic and keep in mind the demographic of your target audience. Here are a few key questions to ask yourself when choosing a location for your outdoor ad:

  • Does the location provide visibility on both sides, or will it be seen from only one direction?
  • Are there any other advertisements nearby that might be competing for attention?
  • Is it safe from vandalism or inclement weather?
  • Will potential customers come close enough to read it?
  • What light and shade will your advertisement be exposed to during typical viewing hours?
  • How does the advertisement look from close up versus how it looks from a distance?
  • Will nighttime lighting affect the visibility of your ad?

Selecting a prime spot when creating an effective outdoor marketing campaign is essential. Research in advance can help ensure you choose the right location for your ad.


When planning outdoor advertising campaigns, it’s important to consider your potential audience. Outdoor ads offer the opportunity to expand your reach beyond the traditional television and print audiences and target those who pass by your ads daily. When selecting locations for outdoor advertising, think about what types of people these areas will attract throughout the day, such as pedestrians, drivers, or a combination of both.

For example, an advertisement on a busy road will likely reach motorists more than pedestrians. Thus, any message should be carefully crafted with drivers in mind. Alternatively, ads placed near bus stops or shopping centers may draw attention from non-vehicular passersby, such as pedestrians or bicycle riders. Therefore, it’s essential to assess how your particular location affects viewing range and how long people are exposed to your message.

In addition to selecting a location appropriate for a diverse audience base in terms of age, gender, and other characteristics such as income level or ethnicity—remember to evaluate relative traffic patterns on specific days and times that make sense for your ad campaign goals. Once you have determined the ‘who’ of relevant target listeners and viewers, you can create messaging that resonates with them.


When planning an outdoor advertising campaign, timing is an important consideration. You should plan your campaign around the times when it has the most potential to be seen by prospective customers. Depending on the type of outdoor advertising method chosen, you may have to consider seasonal factors such as weather and daylight savings time that could impact visibility.

For example, if you are using billboards, time your ad so that it appears during morning and evening rush hours when traffic is likely to be heavier, and people will have more opportunities to see it. Placing billboards in popular tourist destinations or near busy convention centers might also deliver higher visibility for your advertisement.

In addition, the seasonal nature of certain holidays can impact views for static and digital billboards – for instance, having an ad related to a Christmas special can be useful in driving engagement when people tend to have more free time. So whether you’re planning your campaign several months ahead or on a shorter timeline due to budget constraints, make sure you factor in these variables when setting dates for your ads.

Types of Outdoor Advertising

The types of outdoor advertising used range today from billboards and signs to wallscapes and transit ads. Each type of outdoor advertising has its advantages and should be chosen based on the goals you have for your campaign. Depending on your target audience, budget, and marketing goals, you may consider several different types of outdoor advertising. Let’s explore the different types of outdoor advertising and how they can be used to your advantage.


Billboards are the traditional form of outdoor advertising and often consist of large, static displays along heavily traveled roads featuring logos and artwork demonstrating the company’s services or products. Billboards can range in size from 8-sheet posters up to 14′ x 48′ bulletin boards. In addition, many billboard displays feature digital technology allowing them to switch between messages that may be changed multiple times throughout the day or week.

Most billboard campaigns are sold on a long-term basis lasting anywhere from three to twelve months, though other packages may include six-month, month-to-month, and weekend campaigns. In addition to traditional roadside vantage points such as interstate highways, cities such as New York often offer unique advertising opportunities using billboards on buses and subway platforms for added exposure to commuters.

Other types of outdoor advertisements can include:

  • wallscapes (advertisements plastered onto building facades),
  • transit shelters (posters placed inside enclosures displayed near bus stops),
  • interior/exterior signs (signs placed on storefronts), 
  • wraps (full coverings of vehicles). 

Each type of outdoor ad conveys different levels of contact with desired audiences. Ultimately, each type provides a way for companies to visually target specific groups with tailored messages.

Bus Shelters

Bus shelter advertising is one type of outdoor advertising seen in public spaces. This form of media has become a popular way to reach potential customers as it is relatively affordable and highly visible. Bus shelters provide a range of options, such as posters, digital screens, and 3D displays, allowing advertisers to engage with their target audience creatively.

One great thing about bus shelter advertising is that the adverts can be showcased in areas with significant foot traffic, amplifying your ability to reach potential customers. Additionally, advertisers can choose different sizes for their adverts and pick sizes suited to the location where they will be displayed.

Advertisers can also design creative campaigns by combining bus shelter ads with other types of outdoor media like large format billboards or street furniture displays. This creates an effective multi-platform strategy for advertisers looking to maximize their impact in local environments.

Street Furniture

The term “street furniture” generally refers to any kind of advertising campaign mounted in open-air contexts. Street furniture encompasses a wide range of product types, from bus benches to bus shelters, light posts to sidewalk signs, and street kiosks and vending machines with integrated ad space. Most campaigns are temporary and are deployed with posters or decals. However, long-term occupancy is possible with larger-scale pieces such as benches and kiosks.

Street furniture advertising offers high visibility, particularly near areas frequented by pedestrians or automobiles. While it lacks the personalization offered by outdoor ads like billboards or static signage (which allows company branding or slogan sharing), street furniture can still serve as powerful reminders when staring your target audience in the face every day.

One example of street furniture advertising includes poster frames n various sizes, ranging from A2 to AO. It’s one of the most cost-effective mediums for businesses seeking quick campaign coverage and visibility. Poster frames are often placed in public spaces such as malls, universities, airports, and metro stations. This lets them reach a wider audience quickly versus traditional formats like banner or billboard ads. Additionally, they can be placed at strategic junction points where people passing through those specific locations could see branding messages daily or weekly. This will make them an effective tool for targeting commuters on their way home from work route or students on campus during peak hours.

More unique variants include 3D displays that offer stand-out appeal and subtle product messages due to their ability to recreate a physical sense through different shapes and textures. Usually, these are highly visible phone kiosks installed across major cities – allowing brands to broadcast eye-catching visuals around town and custom animations, all within full branding control for maximum impact on foot traffic passersby and curious eyes alike!

Strategies for Maximizing Impact

Outdoor advertising is a powerful way to get your message out to potential customers. By strategically placing ads in high-traffic locations, you can ensure that many people see your message. But what strategies should you use to maximize the impact of your outdoor ad campaign? This guide will explore the best tactics for getting the most out of your outdoor advertising investment.

Use visuals

When creating an outdoor advertisement, visuals are essential for making an impact. Bright, eye-catching visuals can ensure that your message is seen and remembered by the public. In addition, visuals help to communicate a powerful message quickly and effectively, helping to set your company or product apart from any competition.

When creating visuals for outdoor advertising, consider the size of the ad space available — larger visuals evoke more impact than small images — and the distance of viewers from the advertisement. It is important to create visuals that stand out even at a distance, such as simple designs in bright colors or ones with distinct shapes that can easily be recognized even when viewing them from far away.

Additionally, consider using high-contrast photographs or graphic elements along with typography that aligns with your company brand. These design elements can help convey a sense of professionalism while also using negative space, which can further emphasize certain keywords or ideas in the advertisement. Finally, each visual should be minimalistic yet still capture attention and provoke emotion in viewers to maximize its effectiveness at quickly conveying a message and directing them toward taking action.

Use humor

Humor is a powerful method of engaging an audience and can be used to maximize the impact of your message. When used appropriately, humor can reduce tension, stress, and boredom in the audience while helping to increase attentiveness and meaning. It also helps lighten the mood, making it easier for individuals to connect with a speaker and gain insight from what they say.

Humor should always relate to the main topic or message, as incorporating unrelated humor can be distracting and difficult for an audience member to comprehend. Furthermore, humor should focus on poking fun at something everyone experiences instead of making fun of one person or group of people; this is known as sympathetic rather than personal humor. However, if done right, it will still elicit laughter while helping you make your point.

Remember that while some forms of humor may feel comfortable for you as a speaker, they may not be appropriate for all audiences. Consider age levels, cultural backgrounds, and perspectives when attempting to use any form of humor when maximizing impact; by doing so, you’re ensuring that your message remains sensible with respect and understanding towards current standards. With effort on researching efficient tactics for using humorous comments within your speech or presentation, you can effectively craft an impactful talk focused on delivering information through an enjoyable yet informative experience!

Make it interactive

Interactivity has come to be expected of modern advertising. Creating an interactive component is one way to make even the most tried and true outdoor advertisements more interesting than the competition. Some options include:

  • QR Codes: Interactive signs that use QR codes allow users to scan a code with their smartphones to get directed to a web page with more information about the advertised advertisement or product.
  • Augmented Reality: By using augmented reality overlays, marketers can turn traditional billboards into virtual experiences that can adapt in real-time based on weather, location, or other factors.
  • Contests & Promotions: Inviting users to engage directly with an advertisement can increase impact dramatically and provide a measurable ROI for marketers. Contests and sweepstakes drive high levels of engagement, as does register for a loyalty rewards program.

By incorporating the latest interactive technologies into their advertising campaigns, marketers can keep their ads fresh, engaging, and relevant over time – maximizing the impact of their campaigns today, tomorrow, and beyond!

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