Outdoor advertising includes various types of marketing done in public outdoor spaces to reach mass audiences. It has remained effective as it cannot be skipped or blocked. Some key types of outdoor advertising discussed in the document are billboards, transit advertising using buses or trains, street furniture like bus shelters, and point-of-sale displays near checkout areas. New technologies being used include geofencing to target mobile users in certain areas, digital billboards and signs, and near-field communication allowing users to access extra brand content by tapping signs. Examples given of effective outdoor campaigns are from Zomato and Google Maps.

1. OUTDOOR
ADVERTISING
--GAYATHRI UNNI (2017-31-027)
- NASIHA PC ( 2017-31-028

2. INTRODUCTI
ON

3. INTRODUCTIO
N
• Outdoor or out of home,
advertising includes any type of
marketing done outdoors to grab
people’s attention.
• Has remained the core channel to
reach mass audience since it
cannot be skipped by consumers
or blocked in outdoor
environment.
• Better utilized for branding and
support campaigns.
• In 2017, grew by 6% and stood at
3085 crores and Telecom sector
recorded the highest growth in
OOH advertising

4. CHARACTERISTI
CS
REACH- reach variety of
audience very quickly
FREQUENCY- potential for
high frequency of impression
FLEXIBILITY- many option to
reach specific group
COST- low cost/ exposure
IMPACT- leads to high impact

6. BILL
BOARD
ADVERTISI
NG
 Billboards are giant posters
displayed in popular locations.
 Bill boards fall under the larger
category of OOH
TYPES
1. CLASSIC BILLBOARD:
Also known as a Bulletin.
The billboards you see on
the highways and
expressways or on heavy
traffic streets are called
Bulletin boards

8. 2. POSTERS
 Usually half of the width of
bulletin boards.
 Used for the
advertisement of a local
product and hit the local
market.

9. 3.THREE DIMENSIONAL
BILLBOARDS
• Another modern type of
billboard.
• Due to the artistry that they
often contain they capture the
attention and interest of all
who see them.

10. 4.SCENTED BILLBOARD:
Although rare, these were first
used in 2010 by the Bloom
grocery chain and gave off the
smell of charcoal and pepper
as it was advertising grilled
steak.

11. 5.DIGITAL BILLBOARDS:
Digital billboard is a billboard
that displays digital
images that are changed by a
computer every few seconds.

12. ADVANTAGES
 Visibility
 Access to Targeted
Audience
 Audience Conversion
DISADVANTAGES
 Costs
 Cause of Distraction
 Geared Towards Moving
Traffic

13. TRANSIT
ADVERTISI
NG
 Advertising placed in or on modes
of public transportation or in public
transportation areas.
 Important because it can provide
high visibility for your product on a
daily basis.

14. PROS
 Exposure
 Geographic reach
 Cost
CONS
Image factors.
Copy and creative
limitations.
Many times commuters
might not be in the mood
to look at the
advertisement

15. STREET
FURNITURE
ADVERTISIN
G
 Street Furniture enables
advertising​ that connects with
consumers on ​an intimate,
face-to-face level
 Bench advertising ​and bus
shelter advertise​ provide
impact to a mass vehicular and
pedestrian audience.

17. POINT
OF SALE
DISPLAY
 Involves an advert or display positioned in
proximity to a ‘point of sale’ such as the
checkout section of a supermarket, or
near the queue in a clothes store.
 Intention of promoting a product to a
consumer right as they’re about to make a
purchase.

18. EMERGING
TECHNOLOGIE
S IN OUTDOOR
ADVERTISING
IN INDIA

19. I. GEO-
FENCIN
G
TECHNO
LOGY
 An affordable location based tool.
 Sends text to smartphones of
consumers who arrive at a preset
location.
 Integrating smartphones with billboard
advertising.
 Helps to boost local business and cut
expenses on the high-cost online
advertisement.
 Engages customers by sending timely
coupons and offers.

21. II.
BEACONS
 Tiny and battery powered,
invariably active devices that use
low energy Bluetooth connections
to beam signals to smart devices,
covering a range of around 300
feet.
 Enhance brand engagements and
drive sales through new
customers.
 Best for advertising in micro-
locations (PROXIMITY
MARKETING) and multi-floor
constructions

23. III. DIGITAL
BILLBOARD
S
 Displays digital images, slides,
short videos through ads.
 Timings and sequence of ads
can be set manually.
 Better flexibility in modifying
personalized content more
frequently.
 Generally used by outdoor
advertising operators to engage
multiple advertisers.

25. IV. NEAR-
FIELD
COMMUNIC
ATION (NFC)
 Band of wireless communication
protocols, which enable devices to
share data, and also provide wireless
access, like keyless entry.
 Consumers can unlock tags placed on
billboards, electronic payment devices,
digital signage displays, etc.
 Demography based content will
automatically be flashed on their
smart devices that include extra offers
and information.
 Consumer gets access to extra mobile
content, contact info, social media
interaction vouchers and payment
option.

26. NFC TAGS

27. V.
DIGITAL
SIGNAG
E
 Combines technologies like LED,
LCD and projection to broadcast
content such as video, digital
images, streaming media and
data.
 Truly effective in public spots,
retail stores, transportation
systems, restaurants, hotels and
stadiums.
 Promote an individual business or
organization.
 ‘ON PREMISE’.

29. EXAMPLES OF
OOH CAMPAIGNS

30. I.Zomato

33. II.GOOGLE
MAPS