What is Outdoor Advertising?

Billboards and shopfront signage are valuable marketing tools, but there is more competition for your viewer's attention out on the street. Plan and design wisely.

By Cat HowPosted in Ideas

Outdoor advertising is any advertising done outside which publicises a business's products and services. It is the opposite of digital marketing - which happens solely on an electronic device.

Outdoor advertising is also called "out-of-home" (OOH) advertising or "out-of-home media" or "outdoor media". It is essentially anything that reaches consumers while they are outside of their homes.

Outdoor advertising includes promotional content on things like billboards, bus benches, the interiors and exteriors of buses, taxis and business vehicles, and signage on the outside of a physical location.

It can be highly effective advertising that allows you to increase exposure of a company to local trade and passers-by. So the more thought you can put behind this marketing tool the better. Often, vinyl graphics can be used for this.

Vinyl graphics are large-format outdoor advertising for public facing brands. They're fixed to walls, glass or other smooth surfaces for decorative or informational purposes. Vinyl graphics are cut with vinyl cutting machines and mostly come in one colour - but can have various images printed on them, for a higher cost.

At Polleni, we worked with our sister company Pollen Place to create outdoor signage in copper vinyl for the front of their coworking studios. We chose copper (developed from the logo and brand identity) so that the shimmer would attract attention, without being too brash. Other things we considered were how to render the company's name, logo, and phone number so that they were clearly visible to passing vehicles. We worked with local sign writers and graphics professionals to complete a full design, print, manufacture and installation service.

When designing for outdoor advertising, it is important to think about how people might be coming into contact with it - as well as all the other distractions they are dealing with at the same time. Are they crossing a road, on their mobile phone, chatting to a friend? All these competing factors should influence how loud you go with your outdoor designs.

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