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Why Outdoor Advertising?

Quite simply, outdoor billboard advertising is ...

one of the most cost-effective advertising mediums
as it
delivers your message around the clock, every day of the month
reaching hundreds of thousands of consumers in a month
standing out in an uncluttered, open environment
creative & condensed advertisements which demand awareness
and which
can’t be turned off, skipped through, turned down or ignored
building and strengthening brand recognition
translates to increased market share, especially in a recession.

Recent advancements in computer technology have brought about a revolution in the billboard industry.

Since the late 1990s, the outdoor industry in South Africa has grown significantly in awareness and popularity. In 2006 it showed nearly 30% growth compared with only 21% for television, 12% for radio and pamphlets and a decline of 33% for cinema advertising. According to a 2006 survey, the outdoor industry in South Africa (of which billboard advertising makes up 89%) now grosses over a billion rand a year.[1]

This impressive growth can be attributed to numerous factors, not least the technological advances of the last two decades. Vinyl has replaced plywood and software design has ensured the perfect replication of advertisements and the cost-effectiveness of this advertising medium.[2]

A 2002 AMPS survey showed that Billboard advertising reached 88% of the South African population, beating Television (82%), Magazines (40%) and Print (36%).[3]Billboard advertising came in second only to Radio (95%) but this lacks the visual impact of the other mediums.

A picture paints a thousand words and billboards are one of the best ways to build and cement branding. The strength of a business is determined by the strength of its branding and this observation becomes more important than ever during a recession.

A 3x50m construction wrap site in Cape Town - opp Mowbray train station with taxi & bus ranks and adjacent to the largest maternity hospital (LSM 4-8)

"Imagination will often carry us to worlds that never were. But without it we go nowhere." [Carl Sagan]


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