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How outdoor advertising works

Outdoor advertising is the only media that cannot be turned off, put aside or overlooked

Outdoor or more generally out of home (OOH) advertising has unique features that no other media can offer. Thanks to larger-than-life formats, striking visuals and storytelling capabilities, OOH addresses the innermost needs of people, causing them to respond emotionally.

According to the OOH Online Activation Survey by Nielsen, out of home media continues to deliver more online activity per ad dollar spent compared to television, radio, and print. In other words, online activations including search, Facebook, Twitter, and Instagram activity generated by OOH advertising indexes at over three times the expected rate given its relative ad spend.

Choosing OOH media to fulfill your marketing objectives, you automatically leverage all its strengths, thus gaining superiority over your competitors.
Massive
Outdoor
Impressive
Ubiquitous

Large size

always noticable

Striking visuals

exerts influence in physical space

Magnifier

creates an “emotion of size”: features the product in a close-up, allowing one to see it and to “try it on”

Creative canvas

offers the creative potential to break through the clutter and hold people’s attention, wherever they work, shop, travel, and play

Power of public promise

investment in brand reliability in a buyer's perception

Public acceptance

does not intrude into private space

Reaches consumers 70% of their waking hours, that are spent away from home

reaches elusive target audiences that do not watch TV or read newspapers, and sophisticated with regards to the Internet resources

Contextual relevance

capable of targeting audiences on the basis of location, demographics, behavior, daypart, weather, and etc.

Proximity to point of sale

nudges towards making a choice/trial purchase/rebuy

Media multiplier

amplifies the effectiveness of other forms of advertising. Especially effective for online activation

Brand identity building

creates memorable brand messaging and increased brand perception

Visual storytelling

easy and fast to read, creates emotion towards the brand

Great brand awareness and ad recall

creates top-of-mind awareness for a brand or specific product

Nonintrusive advertising

unobtrusive source of information about products, services, and events

“Determinig suggestion” effect

last-minute nudge for decision-making

Broadcast reach

low CPM solution for reaching mass audiences

24/7/365

cannot be blocked, turned off, skipped or viewed by bots
Massive
  • Large size

    always noticable

  • Striking visuals

    exerts influence in physical space

  • Magnifier

    creates an “emotion of size”: features the product in a close-up, allowing one to see it and to “try it on”

  • Creative canvas

    offers the creative potential to break through the clutter and hold people’s attention, wherever they work, shop, travel, and play

Outdoor
  • Power of public promise

    investment in brand reliability in a buyer's perception

  • Public acceptance

    does not intrude into private space

  • Reaches consumers 70% of their waking hours, that are spent away from home

    reaches elusive target audiences that do not watch TV or read newspapers, and sophisticated with regards to the Internet resources

  • Contextual relevance

    capable of targeting audiences on the basis of location, demographics, behavior, daypart, weather, and etc.

  • Proximity to point of sale

    nudges towards making a choice/trial purchase/rebuy

Impressive
  • Media multiplier

    amplifies the effectiveness of other forms of advertising. Especially effective for online activation

  • Brand identity building

    creates memorable brand messaging and increased brand perception

  • Visual storytelling

    easy and fast to read, creates emotion towards the brand

  • Great brand awareness and ad recall

    creates top-of-mind awareness for a brand or specific product

Ubiquitous
  • Nonintrusive advertising

    unobtrusive source of information about products, services, and events

  • “Determinig suggestion” effect

    last-minute nudge for decision-making

  • Broadcast reach

    low CPM solution for reaching mass audiences

  • 24/7/365

    cannot be blocked, turned off, skipped or viewed by bots

Outdoor advertising application

Thanks to its unique combination of capabilities, outdoor advertising outstandingly performs in achieving key marketing objectives of the business.

Tactical objectives

  1. Prompts trial purchases
  2. Drives sales
  3. Boosts sales
  4. Provides mass reach
  5. Directs to the point of sale
  6. Targets audiences by their location, demographics, interests, and behavior
  7. Amplifies other media
  8. Gives the impression of scale

Strategic objectives

  1. Creates brand awareness
  2. Builds brand identity
  3. Attracts new audiences
  4. Forms/reinforces the brand’s position in the market
  5. Supports leadership position
  6. Determines brand stature and reliability from the customer’s perspective

Social responsibility of outdoor advertising

All the players in the market — advertising agencies, media owners, and, what is more important, advertisers — need to understand and respect the power of advertising on people.

Everyone should be responsible for what they advertise, how they advertise and what effect the message can have on people in the long-term and cultural perspective.