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Advertising on-the-go

The category of “out-of-home” encompasses lots of different kinds of media, totaling more than 100 different formats. Basically, it’s any type of advertising that consumers see outside their home (as opposed to broadcast, internet or print advertising), i.e, when they’re out and about and on the go. The four main categories of out-of-home advertising are:

  • Billboards
  • Street Furniture
  • Transit
  • Alternative

The growth of outdoor digital capabilities has increased the types and places we encounter advertising outside of our homes, although traditional billboards still make up the vast majority of out-of-home ads.

No matter where it is, out-of-home tends to take advantage of high traffic areas with plenty of passing eyeballs, so your message will be seen by many. Though tracking their effectiveness can be tricky, their high prices can be justified by their reaching masses.

Street furniture is made up of formats such as bus shelters, newsracks, mall kiosks, and telephone booth advertising. This form of outdoor advertising is mainly seen in urban centers. Additionally, this form of advertising provides benefits to communities, as street furniture companies are often responsible for building and maintaining the shelters people use while waiting for the bus.

Transit advertising is typically advertising placed on anything which moves, such as buses, subway advertising, truckside, food trucks,and taxis, but also includes fixed static and electronic advertising at train and bus stations and platforms. Airport advertising, which helps businesses address an audience while traveling, is also included in this category. Municipalities often accept this form of advertising, as it provides revenue to city and port authorities.

Finally, alternative advertising includes ads in stadiums, on gas pumps, bike racks, rest areas, lunch trucks, and other non-traditional formats. Alternative advertising provides a way to address consumers in places they may not expect. Our Director of Marketing once worked on a brand that placed advertising on a tugboat in the Hudson River.

Via Outdoor Advertising Association of America:

 

via oaaa.org

 

OAAA’s resource center is a great place to check for formats and best practices and they are also agood resource for creative examples.

 

Best Practice

 

The main thing to keep in mind when creating an out-of-home ad for your law firm is to respect the space vis a vis readability. Some creative directors will not accept any ideas that have more than seven words in them (not counting the logo and phone number/website). With such a limited space, it’s important to only communicate one idea per out-of-home device. Also, although the visual is important. make sure your copy is legible on the visual. So, keep it short, simple and easy to read.