Outdoor Advertising Guide: Definition, Types, and Tactics

Struggling to get noticed online? Unfortunately, it’s relatively easy for digital ads to get lost in the noise. Just think about it—you’re competing with thousands of other messages on social media and in search results.

Here’s where outdoor advertising offers a solution. By placing your message in high-traffic areas, you can ensure it grabs attention and stays memorable—helping you cut through the clutter online.

In this guide, we’ll cover everything you need to know about outdoor advertising. We’ll explain what outdoor advertising is, why it’s effective, and the types of ads you can use to get your business noticed.

What Is Outdoor Advertising?

Outdoor advertising, also known as Out-of-Home (OOH) advertising, is a form of marketing that targets consumers when they are outside their homes. It includes any kind of advertisement you might encounter while commuting, shopping, or simply walking around your neighborhood.

This type of advertising works by placing ads in high-traffic areas where people are likely to see them. For example, you could rent a billboard next to a highway, place posters at bus stops, or even advertise on the sides of buses.

Outdoor ads are just one type of offline marketing. Read our guide to learn about the other offline marketing tactics you can use to promote your business.

Does Outdoor Advertising Work?

Yes, outdoor advertising works. That’s why businesses continue to spend money on it. In 2023, outdoor advertising spending worldwide reached $40.6 billion – an annual increase of over 7%. 

Unlike other forms of online advertising that target specific audiences, outdoor ads are seen by everyone who passes by. This means your message can reach a broad and diverse audience, including people who might not have heard about your business before.

Outdoor advertising is also impossible to ignore. You can skip or block ads when watching TV or surfing online, but outdoor ads are always there. The constant visibility of some types of marketing hors ligne ensures that your message is always seen.

Types of Outdoor Advertising

There are many different types of outdoor advertising. Here’s a breakdown of the different outdoor ads you can use to promote your business.

Panneaux d'affichage

Billboards are the most iconic form of outdoor advertising. These large advertisements are placed along highways, busy streets, and other high-traffic areas.

Their sheer size makes them hard to miss, offering excellent visibility. According to one study, 71% de personnes look at messages on roadside billboards.

Billboards are an excellent way to reach a broad audience and make a bold statement. You can significantly increase brand awareness and engagement.

Bus Stop Ads

Bus stop ads are a great way to reach commuters and pedestrians in urban areas. These ads are placed on bus shelters, making them highly visible to anyone walking or driving past. They are also seen by people waiting for their bus, making it an effective offline marketing channel.

One of the most significant advantages of bus stop ads is that they have a captive audience. People waiting at bus stops often have a few minutes to spare, making them more likely to pay attention to their surroundings. 

This makes bus stop ads highly effective. They can deliver your message when people have the time to read and absorb it.

Bus stop ads also benefit from high visibility. Bus shelters are typically located in city centers, shopping districts, and other busy areas with significant foot traffic. The strategic placement of these ads can significantly increase brand exposure.

Transit Advertising

Transit advertising leverages the movement and visibility of buses, trains, subways, and taxis to deliver your message to a large audience. Unlike stationary ads, transit ads travel around the different parts of a city, exposing your brand to different neighborhoods and demographics.

People also see these ads repeatedly throughout the day. That repetition can reinforce brand recognition and make your ads more impactful.

Digital Signage

Digital signage is a form of outdoor advertising that uses digital displays to showcase ads in real-time. These electronic billboards and screens are typically found in high-traffic areas like shopping malls, airports, bus stations, and city centers.

One of the key advantages of digital signage is its ability to display dynamic content. You can show videos, animations, and rotating ads. This capability lets you present more information and keep your ad creative, fresh, and engaging. 

You can also update your ads in real-time. While billboards and posters’ designs are static, you can update your digital display ads to promote new deals, events, and other timely information. Your audience will always see the most relevant message.

Les mouches

Flyers are one of the most versatile types of outdoor offline advertising. These printed materials are typically handed out in person, left in high-traffic areas, or posted on bulletin boards.

Printing and distributing flyers is relatively inexpensive compared to other forms of advertising. This makes them a great option for businesses seeking to maximize their marketing budgets. 

You can use our flyer distribution cost calculator to get an accurate estimate of the cost of launching a campaign.

Despite their low cost, flyers can have a significant impact—just have a look at these flyer marketing statistics. A recent study even found that 89% of people remember flyer advertising messages—more than TV, radio, and online ads.

There are a few legal considerations with flyer advertising. Check out our guide on how to distribute flyers legally before you use this tactic.

Affiches

Posters are usually displayed on walls, in subways, bus stops, and other high-traffic areas. They can be an excellent way to reach a wide audience and make a lasting impression.

One of the main advantages of posters is their visual impact. With the right design, a poster can quickly catch the attention of people walking past. Bold colors, striking images, and clear text can make your message stand out.

A recent Nielsen survey found that 94% of people have noticed the advertising messages on a poster in the last month. And 51% of those viewers look at the message either all or most of the time they pass the poster.

Inflatables

Inflatables are an eye-catching way to catch people’s attention from a distance. You can create an inflatable replica of your products, brand mascot, or other shapes.

This type of outdoor advertising works really well at events, festivals, and trade shows. You can also place inflatables outside your retail locations to attract crowds and create a memorable impression. 

These large outdoor ads are hard to miss, making them highly effective for creating buzz and attracting foot traffic.

Outdoor Advertising Best Practices

Outdoor advertising can work really well. But like any type of marketing, you need to execute your campaign effectively. Here’s how to create effective outdoor ads that capture attention.

Choose the Right Location

The success of your outdoor advertising campaign largely depends on where you place your ads. Choosing the right location for flyer distribution or other outdoor tactics can significantly impact the visibility and effectiveness of your message.

You should also consider where your target audience spends their time. For example, if you’re targeting young adults and students, place ads near universities and colleges. 

Simplicité

Simplicity is key when it comes to outdoor advertising. People often pass by outdoor ads quickly, so you need to make sure your message is clear and easy to understand at a glance. Your audience should be able to understand your ad within a few seconds. 

High-Quality Visuals

High-quality visuals are critical for outdoor advertising. A lot of people will see your ads from a distance or while on the move, so you need strong visuals to capture their attention and convey your message quickly.

If you’re advertising a new product, include a clear, high-quality image of that product. If you’re promoting an event, use visuals that communicate the atmosphere and theme of the event.

Integrate With Your Digital Channels

The most effective advertising campaigns integrate online and offline experiences to help amplify their message. For example, if you’re launching a new product, you can tease it with a billboard ad and follow up with detailed posts on Instagram and Facebook. This way, you’re reaching your audience wherever they are online and offline.

You can also add interactive elements to your outdoor ads. For example, you could include a QR code on your flyers that takes people to a dedicated landing page on your website.

Looking to connect your marketing channels? Check out our guide on how to integrate your online and offline marketing.

Outdoor Advertising FAQs

What Is the Meaning of Outdoor Advertising?

Outdoor advertising refers to any form of advertising that targets consumers outside their homes. This type of marketing is designed to reach people in public places, on the go, or in commercial locations. It includes tactics like billboards, flyers, posters, and digital signage.

What Is the Most Common Outdoor Advertising?

The most common type of outdoor advertising is billboard advertising. Billboards are large, eye-catching ads placed along highways, major intersections, and other high-traffic areas. Their size and strategic placement make them highly visible to pedestrians and drivers.

What Are the Benefits of Outdoor Advertising?

Outdoor advertising offers broad exposure, high-frequency visibility, and geographic targeting. It’s a powerful tool for building brand awareness and reaching large audiences quickly.

How Effective Is Outdoor Advertising?

A well-placed and designed outdoor ad can be highly effective in driving brand recognition and recall. Unlike digital ads that can be skipped or blocked, outdoor ads are constantly on display, providing ongoing exposure.

Conclusion

Outdoor advertising is a powerful way to enhance brand visibility and reach a wide audience. By strategically placing ads in high-traffic areas, you can get your message seen by a diverse range of potential customers.

Ready to take your outdoor advertising to the next level? At Oppizi, we specialize in distribution de prospectus that gets your message directly into the hands of your target audience. 

Get started today by creating a campaign, and discover the power of offline marketing!