SPECIAL RAB.COM SECTION: BUSINESS UNUSUAL - Focused on today's extraordinary times to provide radio sellers and marketers with the tools you need now.

Choose Another Competitive Media Report



Out of Home

Media Facts  Advantages  Disadvantages  Plus Radio  Glossary of Terms  Create a Profile

Disadvantages

  • Delivers mass audience but affords no demographic targeting capabilities
  • Fleeting Impressions for billboards
    • Exposure time is very short, typically 4-8 seconds
    • Exposure expanded if located near traffic intersection or areas where tie-ups occur
  • Difficult to measure exposure
    • OAAA and Traffic Audit Bureau (TAB) initiated audited traffic counts for posters
    • Typical visibility count ranges between 40-70%
  • Even those who see the creative are probably not fully engaged as they focus on other activities such as driving, limiting attention and recall
  • Consumers' concentration on mobile phones may supplant any attention to billboards, other formats including site placed
  • Copy Limitations: Creative must be brief and direct to account for short exposure times
  • Inflexible: Once a message is up, it generally stays up through the duration of the contract, even if the advertiser's needs have changed. Additionally, printing is expensive and may take weeks to produce and replace a display (New digital boards lessen this, but currently represent only a small percentage of OOH faces)
  • Creative can be easily damaged by weather or be vandalized
  • Poor Image: Government and environmental issues threaten OOH in some areas, limiting potential sites for placement
  • Clutter: In some markets or areas of markets there are so many billboards that individual messages may be swallowed up by the clutter; potential for new venues is virtually unlimited (elevators, bathrooms, etc.)

    Limited programmatic advertising buys, which makes DOOH less scalable channel compared to more established digital channels. 

    (Source: Forrester, Weigh The Pros And Cons Of 11 Emerging Marketing Channels, 2020)


Or use your account on Unify

Error message here!

Hide Error message here!

Forgot your password?

Or register your new account on Unify

Error message here!

Error message here!

Hide Error message here!

Lost your password? Please enter your email address. You will receive a link to create a new password.

Error message here!

Or use your account on Unify

Error message here!

Hide Error message here!

Forgot your password?

Or register your new account on Unify

Error message here!

Error message here!

Hide Error message here!

Lost your password? Please enter your email address. You will receive a link to create a new password.

Error message here!

Close