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| Q |
What
is “outdoor advertising?” |
| A |
Outdoor
advertising is an important communications
medium in an increasingly mobile
society. Businesses communicate
with customers. Candidates reach
voters. Police track criminals.
Charities advance the greater
public good.
Since
the early days of the traveling
circus, outdoor advertising
has promoted commerce and helped
guide travelers to their destinations.
Outdoor advertising is a growing
industry with a bright future
because:
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Consumers spend increasingly
more time away from home.
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Technology continues to improve
the outdoor advertising medium.
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Other media (print and broadcast)
have declining audiences due
to media fragmentation.
Most
outdoor advertisements promote
local business, and most of
those enterprises are considered
“small business.”
The biggest buyer of outdoor
advertising services is the
travel and tourism industry.
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| Q |
What
type of formats are part of outdoor
advertising? |
| A |
Outdoor
ads appear in a variety of places
outside the home, including on
billboards, bus shelters, buses
and taxis, and in malls, airports,
subways, and at sports stadiums
and arenas. OAAA puts these formats
into four categories: Billboards;
Street Furniture; Transit; and
Alternative Media.
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| Q |
Who
uses outdoor advertising? |
| A |
At
least seven out of ten outdoor
ads promote local businesses.
The proportion of local advertising
is even greater in non-urban areas.
The travel and tourism industry
– a leading employer in
most states -- is the top buyer
of outdoor advertising. Roadside
businesses like restaurants and
lodging depend on billboards to
direct travelers to their locations.
National
advertisers like McDonald’s,
Procter & Gamble, and Warner
Brothers use outdoor advertising,
along with other media. Outdoor
is also an important medium for
non-commercial speech, such as
political campaigns and charitable
causes.
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| Q |
Which
advertisers spend the most in
outdoor advertising? |
| A |
The top advertisers in outdoor
advertising can found on our website
here.
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| Q |
What
are the revenue numbers for outdoor
advertising? |
| A |
Outdoor
advertising revenue for 2004 was
$5.8 billion. Historical outdoor
advertising revenue can be found
here.
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| Q |
What
Do People Think About Billboards? |
| A |
For
decades, public opinion has been
consistent with the policy goal
of the federal Highway Beautification
Act of 1965 which is regulation,
not elimination of billboards.
A
substantial majority of Americans
believe the benefits of billboards
outweigh any costs associated
with them, according to a comprehensive
analysis of 30 years of polling
data by Villanova Marketing
Professor Charles R. Taylor,
Ph.D. His report in the Journal
of Advertising Research reveals:
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85%
believe billboards are useful
to travelers (provide directions,
prices, and availability of
services such as gas, food,
and lodging)
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83% call billboards informative
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82% say billboards help create
jobs and help businesses attract
customers
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79% oppose a ban on billboards
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| From
the Outdoor
Advertising Association of America |
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