Out-of-home advertising

Outdoor Advertising (Out - of-Home Media Outdoor Media or ) is the name for advertising in public space.

History - nose advertising panels

Outdoor advertising was already over 5000 years ago on the obelisk hieroglyphs as a guide for travelers; almost 2500 years ago most rare Egyptian merchant sales messages in stone, and set it on roads (cf. Groucutt et al, p 339 ).

Other historical forms of outdoor advertising signs are nose and the poster advertising (see also: wood characters ). 1855 up posters of the Berlin Ernst Litfaß first messages to a column body, thus creating a kind of " newspaper for the road ". Fritz Stahl laments in his article " German Poster" of 1898: "In all countries except Germany huge areas are available, and you can already act by the colossal size of the poster. [ ... ] The hoardings have limited space, and the rounding complicates the effect also. "Apart from the existing to this day Litfaßsäule especially billboards have since the fifties established. In modern variants, the posters are hung in a display case and backlit at night. The so-called Mega-Lights or City Light Posters are partly equipped with a changing mechanism that changes the posters at adjustable intervals.

There are different formats for different advertising media. For large format posters are the 18/1-Bogen-Format with a size of 3.56 m × 2.52 m. In advertising columns with mixed advertising posters of different sizes are placarded, usually not less than 1/1-Bogen-Format in the size of 59 cm × 84 cm (DIN A1). Larger posters are to a sheet size of 8/1 sheet glued to advertising columns for the general attack.

In the CLB ( City Light Boards) only 18/1-Bogen-Plakate in the CLP ( City Light posters ) showcases 4/1 sheet will be posted.

In Germany there are over 200,000 sites with large areas, Mega-Lights / City Light Boards & all- Column / General Offer ( the " descendants " of the advertising column ). In addition there are further 98,000 City Light posters.

Controversy about advertising bans

In many countries and cities billboard advertising is controversial. Basis for the criticism was also voiced by advertising professionals like David Ogilvy and Howard Luck Gossage, is the accusation that outdoor advertising is not integrated into the public space, but the free clear view on this. As a member of a society there is a constraint on consumption of outdoor advertising, as these can not be bypassed in public space. This is in contrast to all other forms of advertising that are regulated increasingly on so-called opt-in and opt-out procedures. Gossage says that outdoor advertising takes something can claim what you do not include the field of view of the observer.

Various cities and states have explicitly objected outdoor advertising or prohibited this. These include Paris, Bergen, Sao Paulo, the Canadian province of Prince Edward Iceland, and the U.S. states of Vermont, Maine, Alaska and Hawaii. Many U.S. states also have a ban on outdoor advertising along highways. In the U.S., according to estimates by Scenic America have introduced a ban on outdoor advertising around 1,500 municipalities and cities. In Zurich, a petition to halve the number of outdoor advertising sites was launched by 567 citizens, but rejected by the City Council having regard to overall public interests.

Compared to other forms of advertising outdoor advertising still finds acceptance: So disturbing, according to a survey, 67 percent of Germans on television advertising, 52 percent of radio advertising, or 32 percent of advertisements in newspapers, but only 21 percent of billboards and 18 percent at bus stops advertising.

Legal bases when placarding

For the mounting of posters and stickers in public places a special use permit is required ( for election posters ), otherwise it is an offense. Even on private land also an administrative permit must be from a regionally different set size.

Billboard and special shapes

Advertising for large area are available in various designs. In addition to free-standing and wall panels made of wood, aluminum or plastic, find increasingly illuminated areas and showcases ( Mega-Lights, City Light Boards) use. Newer billboards, as the combination of two 18/1-Standorte to a large, illuminated 36/1-Fläche be introduced in Germany in the market.

The attention of the viewer is to be achieved also in other ways. Through movement and / or change of subject, such as by Prism systems or role change systems. Whole " screens " (video walls and the like) are usually found only in high-traffic sites, because the high investment and operating costs are only justified. Projections on walls of houses act naturally only during the night hours, respectively, in (semi-) public indoor spaces such as subway stations or other waiting room situations (railway stations, airports, etc.). Smaller screens will be installed in public transport or taxis.

Highly visible scaffolding and exterior house walls (including fire walls ) with corresponding frequency people are definitely on outdoor advertising. The home owner is in the slightest cases, the marketers of such areas. This advertising space from 80 to 4000 square meters is known as giant posters.

Inflatables are another special form of outdoor advertising. In specially developed PVC Megaprints be simply hooked. Locations are mainly fairs, sporting events and places where no walls are present. Attention-grabbing buttons for giant posters are often in short supply here and the inflatable advertising frames form a cost-effective alternative.

There are also the following special form: Approximately in Austria also occur straw bales or Strohftristen advertisements along highways and expressways. Farmers wanted to use in the meantime piled straw bales commercially. Currently (2005), one can speak of an inflation of Billboard, which results in a reduction of the effect, and thus the sales price ( per square meter ) of a single advertising medium result. A causal reversal takes place. Scaffolding and Strohtristen be installed because advertising it should be done, and not vice versa. Next, the medium loses sprawl and penetrance of acceptance. Populations speak of the destruction of the optical environment. Politicians attempt to react to this, designing legal restrictions.

Another special form of outdoor advertising represents the so-called sandwich -Man, in which people are used as a "walking billboard ".

Window advertising

Through the window advertising to shops of the stationary retail showcase to the outside. For the window dressing is a wealth of concepts available, including the Batch window, demand-and event- oriented windows, fancy windows, stage window, called visibility windows ( clear view gestattende in the shop window), "blind " showcase, Air Touch Window, etc. Before especially for the retail and department stores both an appealing presentation of the products on display as well as a promotionally effective design of the window surfaces plays a role. These are usually labeled with company logo, slogan and other design elements. In rare cases, a storefront is so valuable that it is rented to third parties for promotional purposes on outdoor advertising agencies in particular by its location at high frequency locations. On glued window hole films can be seen from outside the advertising subject ( at night it must be lit ). From the inside is only the perforated film to see and offers a 55% slurry look through, which is hardly noticeable in practice during the day. However, window advertising does not count for classic outdoor advertising.

Vehicle advertising, transport media or transport advertising

With a transport advertising is advertised in the interior or on the exterior surfaces of buses, taxis, trains or trucks. The advertising on the outside surfaces may be different in size and shape. Part designs are for example only under a window mounted ( peneplain advertising), organized into a rear panel advertising or poster similarly mounted in standard sizes ( eg "2 m² TB", formerly 4/1 Traffic Board, or "9 m² TB", formerly 18 / 1 Traffic Board ). All designs in the entire area of the vehicle is included - often the window. These are covered with perforated grid sheets ( Window Graphics), which nevertheless allow for the passengers a limited view to the outside.

Mobile Outdoor Advertising

The mobile outdoor advertising uses mostly vehicles or trailers that are built, rebuilt or decorated specially for advertising purposes.

Mobile advertising media are often placed temporarily in high traffic locations or take an active part in public traffic and drive previously from fixed routes or urban areas. Other applications include trade shows, product launches and events of various kinds

Examples of mobile advertising are: small truck with billboards or role change systems, trailer with billboards, truck semi-trailer upon which automatically build a poster surfaces for giant posters ( Skyboard ), a bicycle hire as well as promotional vehicles like show trucks and info Mobile. Meanwhile, mopeds are used to address specific target groups in the short term out-of -home ( eg theater guests when leaving the building performance ).

G- value and TKP

The G- value is in outdoor advertising the code for the attention values ​​in promotional materials developed by the GfK market research. Example, distraction level, duration of contact opportunities, lighting, obstructions, mounting angle of the advertising for traffic, etc. (: Frequency Atlas qv) are evaluated.

Since 2003, the G value is changed within the project G- value2 insofar as that for determining the passage frequency in cooperation of the Association of Outdoor Advertising Association ( FAW) has been developed with the Fraunhofer -Gesellschaft and the GfK "Frequency Atlas for Germany ," the future represents the frequency base for the system, and the video process detaches. The tripartite division of the traffic here was preserved as well as the internal logic of the system.

The G- value is not to be confused with the thousand-contact (CPM ). The G- value is just an attempt ( and the methodology used in practice), cost-benefit calculations of a promotion in the outdoor advertising sector with those of other media ( print, TV, radio, etc. ) to compare set advertising activity. It is in this case but only ever on the subject- independent and high- unrated contact opportunity ( with this or that advertising to come into contact), and the necessary cost in a relationship.

Posting periods

Depending on the cost of advertising media attachment of different lengths posting periods are common, depending on the form of outdoor advertising. You can choose from a few days - for example, when relating to trade fairs Kopfstützenbehang in taxis - even years rich in neon sign advertising. In order to enable standardized media planning, but have become established in the German-speaking world at the poster advertising providers uniform cross posting periods.

A German special feature is the decade system that has been developed by outdoor advertisers Günter friend and will be applied under the direction of the trade association for outdoor advertising industry now. A calendar year alternately ten or eleven days long decades is doing in 34, divided, which can be assigned by the advertisers. Because of the staff capacity necessary for the motive change exist within the two decades shifted by a few days slugs: First, all cities with more than 250,000 inhabitants are placarded (adhesive Block A), then the remaining poster sites. Not enforced has the decade system in the modern city light posters, here the accounting period is equal to the calendar week with the Tuesday as Motivwechseltag.

In Switzerland, poster sites are generally booked on a weekly basis (the week days for the change to be here by the environment of the poster location determined ), in Austria the booking is made, however, in an industry- standard 14 - day cycle.

Mobile Marketing

Due to the user structure and the increasing mobility of our society, outdoor advertising is also ideal for combination with modern forms of communication. About SmartMates with mobile marketing technologies - such as object recognition, Bluetooth or tags - creates new possibilities for addressing the consumer communication.

Other forms

• Ambient Media
• Aerial Advertising
• Taxi advertising
• POS Media
• Transit advertising