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Outdoor advertising how-to

  1. Call us on 044 202-11-99, 095 277-76-66, 067 231-99-77 or write us an e-mail to info@prime-group.com.ua
  2. We’ll work out a proposal on the same day, regardless of campaign size
  3. Negotiations and paperwork
  4. Posters printing and delivery
  5. Campaign rollout: 3–5 days
  6. Proof-of-posting photo report for every site
  7. After the end of the advertising campaign, we’ll remove your posters and finalize the paperwork

Common outdoor advertising formats

Each outdoor advertising format has unique perks based on its physical characteristics. The right combination of formats allows to target the desired audiences and greatly improves campaign reach.

The most popular format is a standard billboard (3×6 m). Thanks to its dimensions and ubiquity it is highly visible and offers broad coverage and massive reach to your target market.

Scrolling billboard (8 m²) is the largest format allowed in the historic and central city areas. Its height provides a good overview of the advertising poster. The format works well for both drivers and pedestrians.

Citylight is another popular format. Due to their size cityligts are aimed mostly at pedestrians.

Bus shelters are beneficial to the public. The format provides public service as well as it allows to target audiences at major transport hubs. The only outdoor advertising format that ensures prolonged contact with the captive audience.

For more details on the benefits of each format, please consult the Outdoor advertising formats page.

Щит
55%
Ситилайт
23%
Остановка
3%
Бэклайт
2%
Скролл
15%
3%

Classic billboard / Trivision billboard 3×6

Citylight 1.2×1.8

Bus shelter 1.2×1.8

Backlight billboard

Scrolling billboard

Other

Classic billboard / Trivision billboard 3×6
55%
Citylight 1.2×1.8
23%
Bus shelter 1.2×1.8
3%
Backlight billboard
2%
Scrolling billboard
15%
Other
3%

Outdoor advertising and product/service life cycle stages

What kind of product/service do you promote?

What is the life cycle stage of your brand?

What should communication be like at every stage of your brand’s life cycle?

To benefit from out of home media, optimize costs, and efficiently plan advertising campaigns, you need to take into account your sector specifics and the stage of the product/service life cycle. Each stage has its own target audience. The tone of the advertising message at each stage of the product/service life cycle should also be different.

Having analyzed the works of marketing theorists, numerous studies and expert opinions, we have compiled a table of features for each stage of the product/service life cycle. Have a look:

Product life cycle
FMCG
Durables
Services
Category/
life cycle stage
IntroductionGrowthMaturityDecline
Target audienceinnovatorsprospects/initial purchasecustomers/rebuysophisticated laggards/loyal customers
Sales volumelowfast-growing/highslow-growing/highdoesn’t grow for a long time/declining
Profitlow, negativefast-growingdecliningextinct/losses
Advertisinginformationalpersuasive/sales-drivingadvocating/reminding/heavy usage promotingprice/heavy usage promoting
Price promotions (P)nonorecommendedhighly recommended
CategoryType of needIntroductionGrowthMaturityDeclinePrice promotions
alcoholic beveragesdesirable+++++++
non-alcoholic beveragesdesirable+++++++
household chemicalsnecessary++++++++
housewaresnecessary++++++++
small wares, toysdesirable++++++++P
personal carenecessary++++++++++АP
pet productsdesirable+++++++++
office suppliesnecessary/desirable+++++++
video gamesdesirable+++++++
confectionerydesirable++++++++P
beauty caredesirable++++++++++P
pharmaceuticalsnecessary++++++++++P
apparel, footwear, textilesnecessary/desirable++++++++P
perfumerydesirable+++++++++
foodnecessary+++++++++
medianecessary/desirable++++++++++
tobaccodesirable+++++++++
goods for childrendesirable++++++++P
horticulturenecessary/desirable+++++++++
jewelry and antiquesdesirable++++++++++P

* according to BrandAid consultancy studies

+ recommended

++ required

+++ more than appropriate

– may be of no use

CategoryType of needIntroductionGrowthMaturityDeclinePrice promotions
motor vehiclesdesirable++++++++P
audiovisual equipmentdesirable+++++++++P
household appliancesnecessary/desirable+++++++++P
computer equipmentdesirable+++++++++P
real estatenecessary/desirable++++++++++P
furniture and home decorationdesirable++++++++
office machinesnecessary+++++++++
finish materialsnecessary+++++++
industrial equipmentnecessary++++++++++P
industrial materialsnecessary++++++++P
bathroom and lavatory equipmentnecessary++++++++

* according to BrandAid consultancy studies

+ recommended

++ required

+++ more than appropriate

– may be of no use

CategoryType of needIntroductionGrowthMaturityDeclinePrice promotions
air transportationnecessary+++++++++P
consumer servicesnecessary++++++++P
beauty servicesdesirable++++++++P
healthcarenecessary++++++++
education and worknecessary++++++++
security and detective servicesnecessary++++++++
production servicesnecessary++++++++
recreation servicesdesirable+++++++++P
restaurants and leisure activitiesnecessary++++++++P
communication servicesnecessary+++++++++
customer caredesirable++++++++P
sportsnecessary/desirable+++++++
insurancenecessary++++++++
construction and repairnecessary++++++++++P
tradenecessary/desirable++++++++++P
transportation servicesnecessary++++++++++P
tourismdesirable++++++++P
financial servicesnecessary+++++++
legal servicesnecessary++++++++
other servicesnecessary/desirable++++++++P

* according to BrandAid consultancy studies

+ recommended

++ required

+++ more than appropriate

– may be of no use

Product life cycle

Category/
life cycle stage
IntroductionGrowthMaturityDecline
Target audienceinnovatorsprospects/initial purchasecustomers/rebuysophisticated laggards/loyal customers
Sales volumelowfast-growing/highslow-growing/highdoesn’t grow for a long time/declining
Profitlow, negativefast-growingdecliningextinct/losses
Advertisinginformationalpersuasive/sales-drivingadvocating/reminding/heavy usage promotingprice/heavy usage promoting
Price promotions (P)nonorecommendedhighly recommended

FMCG

CategoryType of needIntroductionGrowthMaturityDeclinePrice promotions
alcoholic beveragesdesirable+++++++
non-alcoholic beveragesdesirable+++++++
household chemicalsnecessary++++++++
housewaresnecessary++++++++
small wares, toysdesirable++++++++P
personal carenecessary++++++++++АP
pet productsdesirable+++++++++
office suppliesnecessary/desirable+++++++
video gamesdesirable+++++++
confectionerydesirable++++++++P
beauty caredesirable++++++++++P
pharmaceuticalsnecessary++++++++++P
apparel, footwear, textilesnecessary/desirable++++++++P
perfumerydesirable+++++++++
foodnecessary+++++++++
medianecessary/desirable++++++++++
tobaccodesirable+++++++++
goods for childrendesirable++++++++P
horticulturenecessary/desirable+++++++++
jewelry and antiquesdesirable++++++++++P

* according to BrandAid consultancy studies

+ recommended

++ required

+++ more than appropriate

– may be of no use

Durables

CategoryType of needIntroductionGrowthMaturityDeclinePrice promotions
motor vehiclesdesirable++++++++P
audiovisual equipmentdesirable+++++++++P
household appliancesnecessary/desirable+++++++++P
computer equipmentdesirable+++++++++P
real estatenecessary/desirable++++++++++P
furniture and home decorationdesirable++++++++
office machinesnecessary+++++++++
finish materialsnecessary+++++++
industrial equipmentnecessary++++++++++P
industrial materialsnecessary++++++++P
bathroom and lavatory equipmentnecessary++++++++

* according to BrandAid consultancy studies

+ recommended

++ required

+++ more than appropriate

– may be of no use

Services

CategoryType of needIntroductionGrowthMaturityDeclinePrice promotions
air transportationnecessary+++++++++P
consumer servicesnecessary++++++++P
beauty servicesdesirable++++++++P
healthcarenecessary++++++++
education and worknecessary++++++++
security and detective servicesnecessary++++++++
production servicesnecessary++++++++
recreation servicesdesirable+++++++++P
restaurants and leisure activitiesnecessary++++++++P
communication servicesnecessary+++++++++
customer caredesirable++++++++P
sportsnecessary/desirable+++++++
insurancenecessary++++++++
construction and repairnecessary++++++++++P
tradenecessary/desirable++++++++++P
transportation servicesnecessary++++++++++P
tourismdesirable++++++++P
financial servicesnecessary+++++++
legal servicesnecessary++++++++
other servicesnecessary/desirable++++++++P

* according to BrandAid consultancy studies

+ recommended

++ required

+++ more than appropriate

– may be of no use