Out of Home advertising is the most visual medium available. Whilst it reaches all demographic groups, it is especially effective at reaching a predominantly young, affluent, full-time working audience who are highly mobile.
Out of Home media includes media in airports, buses/bus stops, taxis, roadside, rail concourses & platforms, shopping centres, washrooms, motorway service stations and outdoor digital billboards.
It gives any advertising campaign a tangible physical presence, increased exposure and it is particularly effective at complementing other media. Out of Home media typically adds 15% reach to a TV campaign, 25% to a press campaign and as much as 45% to an online campaign.
At a time when many other media are declining, the Out of Home audience has been steadily increasing since the early 1960’s. In fact time spent out of home during peak hours has increased 53% since 1994 alone.
Consumers who are highly mobile and spend much of their time out of home are also more spontaneous, more likely to buy new products and try new experiences. Coupled with the fact that Out of Home delivers advertising messages in a way that doesn’t trigger ad avoidance tactics, the medium can generate exceptional ROI when accurately targeted.
Airports deliver a wealth of advertising opportunities such as digital billboards on luggage carousels, branded aircraft stairs, strategically placed digital screen networks as well as boarding pass sponsorship. It is perhaps the best opportunity to reach affluent international travellers as well as successful corporate executives. (more)
BUSES AND BUS STOPS
Over 90% of the UK population live within 5 minutes of a bus route. This makes bus and bus stop advertising some of the most highly visible media nationwide. Bus media also offers a unique combination of static and moving media creating a dynamic advertising environment that is perfect for brands looking to extend their reach across the UK. (more)
Taxis, especially the classic London-style taxis, offer various forms of advertising that can be tailored to a specific audience. Taxi livery advertising, where the external bodywork of a taxi is branded with a logo or ad, is perfect for broad general advertising campaigns. Internal taxi advertising provides a more captive audience that is typically affluent and aged 30 plus. (more)
Roadside advertising consists of many forms of advertising, from traditional 48 sheet posters to state-of-the-art digital billboards. It also includes niche opportunities such as static advertising vans placed at strategic locations along Britain’s motorway network. When located along busy arterial roadways, these can deliver hundreds of thousands of views per day. (more)
RAIL CONCOURSE & PLATFORMS
Rail concourses and platforms deliver a surprisingly affluent audience with 70% of all rail users in professional or managerial occupations. Moreover, rail travellers earn double the national average. Such a lucrative audience is enhanced by the fact that passengers spend an average 7 minutes on a platform waiting for a train. This makes railway concourse and platform advertising an incredibly powerful medium. (more)
SHOPPING CENTRE ADVERTISING
In busy urban environments, shopping centres deliver the highest concentration of visitor footfall. This makes them perfect for high impact advertising that needs to be delivered to the largest possible audience. Furthermore, shopping centre posters, digital billboards and POS displays catch consumers at a time when they are in a buying mindset near their favourite stores. (more)
Railway station and motorway service station washrooms provide a high footfall captive audience. Small panels and billboards placed in cubicles, above urinals and along washroom walls deliver high impact messaging that is perfect for brands targeting highly mobile, affluent professionals as well as families. (more)
Digital billboards deliver dynamic advertising messages through moving on-screen images. They are the perfect complement for television and digital advertising campaigns as they can replicate campaigns out of home, creating further advertising impact. They are also ideal for carefully targeted bespoke campaigns placed in strategic locations. (more)
Council media consists of a rapidly expanding portfolio of marketing channels owned by local authorities and county councils. They are ideal for companies looking to build awareness in a local setting.
Typical council media include roundabout and highway signage, poster sites, buses, street lamps, litter bins, digital screens and websites to name just a few. Most council owned media can be leased short or long term depending on the requirements. (more)
Radio has enjoyed a resurgence of popularity – both in and out of the home – with digital radio improving the reception and sound quality of the medium. Coupled with the broad range of stations now available, it is not surprising that 90% of the UK adult population tune into radio every week. For sheer impact and reach, as well as promotional flexibility and cost, radio makes a hugely compelling marketing channel. (more)