Außenwerbung / outdoor advertising

What is outdoor advertising?
Outdoor advertising is a broad term encompassing all types of advertising found outside the home or retail outlet; sometimes called out-of-home advertising or display advertising. Because new, creative vehicles in outdoor advertising pop up continually, it is practically impossible to maintain a complete list of all outdoor advertising vehicles.

Examples of outdoor advertising include, but are not limited to:
- billboards and other poster-based advertising (multi-sheet posters, wall murals, backlits, poster pillars, spectaculars);
- transit (buses, subway and rail, trucksides, truckbacks, taxis, airports);
- street furniture (bus shelters, bus benches, newsstands and newsracks, interactive kiosks, public telephones);
- signage in general (neon signs, storefront signs, sidewalk signs, signs in sport arenas, stadiums etc.);
- place-based electronic screens (in schools, airports, sports bars, on elevators);
- non-traditional place-based (napkins, cup sleeves, postcards, wild posting);
- alternative media (gas pumps, airborne, parking meters, marine vessels etc.).

Most marketers do not rely solely on outdoor advertising to carry a campaign, but rather use outdoor as support. Some advantages and disadvantages of outdoor advertising:
- advantages: relatively low cost per impression; broad reach; geographic targeting possible; large sizes and/or creative message delivery attract attention.
- disadvantages: only brief messages possible; must compete against outdoor clutter; little audience segmentation possible.

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