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Outdoor advertising how-to

  1. Call us on 044 220-11-99, 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
65%
Ситилайт
22%
Остановка
3%
Бэклайт
2%
Скролл
2%
6%

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
65%
Citylight 1.2×1.8
22%
Bus shelter 1.2×1.8
3%
Backlight billboard
2%
Scrolling billboard
2%
Other
6%

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
Introduction Growth Maturity Decline
Target audience innovators prospects/initial purchase customers/rebuy sophisticated laggards/loyal customers
Sales volume low fast-growing/high slow-growing/high doesn’t grow for a long time/declining
Profit low, negative fast-growing declining extinct/losses
Advertising informational persuasive/sales-driving advocating/reminding/heavy usage promoting price/heavy usage promoting
Price promotions (P) no no recommended highly recommended
Category Type of need Introduction Growth Maturity Decline Price promotions
alcoholic beverages desirable ++ +++ ++
non-alcoholic beverages desirable ++ +++ ++
household chemicals necessary +++ +++ ++
housewares necessary +++ +++ ++
small wares, toys desirable ++ +++ ++ + P
personal care necessary +++ +++ +++ + АP
pet products desirable +++ +++ +++
office supplies necessary/desirable ++ +++ ++
video games desirable ++ +++ ++
confectionery desirable ++ +++ ++ + P
beauty care desirable +++ +++ +++ + P
pharmaceuticals necessary +++ +++ +++ + P
apparel, footwear, textiles necessary/desirable ++ +++ ++ + P
perfumery desirable +++ +++ +++
food necessary +++ +++ +++
media necessary/desirable +++ +++ +++ +
tobacco desirable +++ +++ +++
goods for children desirable ++ +++ ++ + P
horticulture necessary/desirable +++ +++ +++
jewelry and antiques desirable +++ +++ +++ + P

* according to BrandAid consultancy studies

+ recommended

++ required

+++ more than appropriate

– may be of no use

Category Type of need Introduction Growth Maturity Decline Price promotions
motor vehicles desirable ++ +++ ++ + P
audiovisual equipment desirable +++ +++ ++ + P
household appliances necessary/desirable ++ +++ +++ + P
computer equipment desirable +++ +++ ++ + P
real estate necessary/desirable +++ +++ +++ + P
furniture and home decoration desirable +++ +++ ++
office machines necessary +++ +++ +++
finish materials necessary ++ ++ +++
industrial equipment necessary +++ +++ +++ + P
industrial materials necessary ++ ++ +++ + P
bathroom and lavatory equipment necessary ++ +++ +++

* according to BrandAid consultancy studies

+ recommended

++ required

+++ more than appropriate

– may be of no use

Category Type of need Introduction Growth Maturity Decline Price promotions
air transportation necessary ++ +++ +++ + P
consumer services necessary ++ +++ +++ P
beauty services desirable ++ +++ ++ + P
healthcare necessary ++ +++ +++
education and work necessary ++ +++ +++
security and detective services necessary ++ +++ +++
production services necessary ++ +++ +++
recreation services desirable +++ +++ ++ + P
restaurants and leisure activities necessary ++ +++ ++ + P
communication services necessary +++ +++ +++
customer care desirable ++ +++ ++ + P
sports necessary/desirable ++ +++ ++
insurance necessary ++ +++ +++
construction and repair necessary +++ +++ +++ + P
trade necessary/desirable +++ +++ +++ + P
transportation services necessary +++ +++ +++ + P
tourism desirable ++ +++ ++ + P
financial services necessary ++ +++ ++
legal services necessary ++ +++ +++
other services necessary/desirable ++ +++ ++ + P

* according to BrandAid consultancy studies

+ recommended

++ required

+++ more than appropriate

– may be of no use

Product life cycle

Category/
life cycle stage
Introduction Growth Maturity Decline
Target audience innovators prospects/initial purchase customers/rebuy sophisticated laggards/loyal customers
Sales volume low fast-growing/high slow-growing/high doesn’t grow for a long time/declining
Profit low, negative fast-growing declining extinct/losses
Advertising informational persuasive/sales-driving advocating/reminding/heavy usage promoting price/heavy usage promoting
Price promotions (P) no no recommended highly recommended

FMCG

Category Type of need Introduction Growth Maturity Decline Price promotions
alcoholic beverages desirable ++ +++ ++
non-alcoholic beverages desirable ++ +++ ++
household chemicals necessary +++ +++ ++
housewares necessary +++ +++ ++
small wares, toys desirable ++ +++ ++ + P
personal care necessary +++ +++ +++ + АP
pet products desirable +++ +++ +++
office supplies necessary/desirable ++ +++ ++
video games desirable ++ +++ ++
confectionery desirable ++ +++ ++ + P
beauty care desirable +++ +++ +++ + P
pharmaceuticals necessary +++ +++ +++ + P
apparel, footwear, textiles necessary/desirable ++ +++ ++ + P
perfumery desirable +++ +++ +++
food necessary +++ +++ +++
media necessary/desirable +++ +++ +++ +
tobacco desirable +++ +++ +++
goods for children desirable ++ +++ ++ + P
horticulture necessary/desirable +++ +++ +++
jewelry and antiques desirable +++ +++ +++ + P

* according to BrandAid consultancy studies

+ recommended

++ required

+++ more than appropriate

– may be of no use

Durables

Category Type of need Introduction Growth Maturity Decline Price promotions
motor vehicles desirable ++ +++ ++ + P
audiovisual equipment desirable +++ +++ ++ + P
household appliances necessary/desirable ++ +++ +++ + P
computer equipment desirable +++ +++ ++ + P
real estate necessary/desirable +++ +++ +++ + P
furniture and home decoration desirable +++ +++ ++
office machines necessary +++ +++ +++
finish materials necessary ++ ++ +++
industrial equipment necessary +++ +++ +++ + P
industrial materials necessary ++ ++ +++ + P
bathroom and lavatory equipment necessary ++ +++ +++

* according to BrandAid consultancy studies

+ recommended

++ required

+++ more than appropriate

– may be of no use

Services

Category Type of need Introduction Growth Maturity Decline Price promotions
air transportation necessary ++ +++ +++ + P
consumer services necessary ++ +++ +++ P
beauty services desirable ++ +++ ++ + P
healthcare necessary ++ +++ +++
education and work necessary ++ +++ +++
security and detective services necessary ++ +++ +++
production services necessary ++ +++ +++
recreation services desirable +++ +++ ++ + P
restaurants and leisure activities necessary ++ +++ ++ + P
communication services necessary +++ +++ +++
customer care desirable ++ +++ ++ + P
sports necessary/desirable ++ +++ ++
insurance necessary ++ +++ +++
construction and repair necessary +++ +++ +++ + P
trade necessary/desirable +++ +++ +++ + P
transportation services necessary +++ +++ +++ + P
tourism desirable ++ +++ ++ + P
financial services necessary ++ +++ ++
legal services necessary ++ +++ +++
other services necessary/desirable ++ +++ ++ + P

* according to BrandAid consultancy studies

+ recommended

++ required

+++ more than appropriate

– may be of no use