Why Outdoor Advertising?

Why Outdoor Advertising?

First consider why Outdoor Advertising is growing while other media are experiencing decline:

• Outdoor Advertising reaches virtually the entire consumer audience. Fully 98% of U.S. residents aged 18+ have either driven or ridden in a vehicle in the past month.
• Americans spend nearly 20 hours in their cars per week and travel more than 200 miles. Key commuter demographic groups include persons aged 18 to 54.
• 39% of commuters those who travel more than 150 miles per week have an annual household income of $75,000+ compared with 27% of average Americans.

Billboards are the time-proven cornerstone of Outdoor Advertising because the format is effective. Billboards generate a bold visual impression of a company's brand. After repeated exposure Billboards create strong awareness, recognition and recall amongst the target audience. Billboards are especially important in influencing purchase decisions and driving store traffic:

• Viewers recall a wide range of actionable information, including stores and restaurants they later visited, radio and TV programs they were interested in, events they wanted to attend or something funny they shared with friends later that day.
• 35% of Americans say they shop most near their work or split their shopping between home and work. Billboard advertising is one of the last messages a consumer receives before making a buy decision.
• 72% of billboard viewers shop on their way home from work. 68% make their shopping decisions while in the car, and 38% make the decision to stop at the store while on their way home.
• 24% of billboard viewers say they were motivated to visit a particular store that same day because of an outdoor advertising message, and 32% visited a retailer they saw on a billboard later that week.
• 50% of billboard viewers reported receiving directional information from a billboard.

_{Source: Arbitron National In-Car Study (2009), Arbitron Outdoor Study (2001)}