Advantages of Outdoor Advertising and How to Overcome Its Limitations

In addition to sharing with readers the advantages of outdoor advertising, we also list some existing limitations and how to effectively overcome them. We hope that with the insights below from Sixth Sense Media, readers and investors will gain the most accurate perspective and understanding of this industry.

Definition of Outdoor Advertising

Outdoor advertising or Out-of-home advertising (OOH ads) refers to advertising that takes place outside the consumer’s home.

Put simply, these are communication channels and advertising forms organized and displayed in outdoor public spaces.

According to research by the Outdoor Advertising Association of America, outdoor locations are where consumers spend up to 70% of their daily time.

Types of Outdoor Advertising

Outdoor advertising today has developed into many new formats and approaches. Not only static ads but also moving, flexible forms that attract attention.

Outdoor advertising can be categorized into four groups:

• Billboards: Large billboards over 40 m² in size, placed in high-traffic areas. Suitable for building brand image for large enterprises.
• Street Furniture Advertising: Includes ads on bus shelters, information kiosks, roadside banners, and more.
• Transit Advertising: Ads placed on the exterior or interior of vehicles such as buses, taxis, personal cars, motorbikes, trucks, etc.
• POSM (Point of Sales Materials): Promotional materials displayed in various forms such as sales booths, flyers, standees, display racks, or giveaways.

Therefore, the advantages and disadvantages of outdoor advertising may vary slightly depending on the specific form used. However, within the scope of this article, Sixth Sense Media will present the general advantages and disadvantages that cover all the above formats.

Advantages of Outdoor Advertising

Outdoor advertising is a communication solution that fits and meets the branding needs of businesses of all sizes. This is thanks to the following major advantages:

1. Striking Format

A major advantage of outdoor advertising is its independence and ability to be placed in prime locations within the consumer’s direct line of sight, always creating a strong visual impact.

Combined with creativity in execution and design, advertising images and content become more attractive. Large billboards impress with their size, while mobile advertising on vehicles can actively “follow” customers along their journeys.

2. High Level of Exposure

One of the most important characteristics of outdoor advertising is that it cannot be turned off or switched. This is a type of media that simply cannot be ignored!

Outdoor ads appear on your route to work, school, shopping, or leisure. They appear in large sizes or move along with your path. Whether intentionally or unintentionally, you will see them while walking, stopping at traffic lights, shopping, or especially during rush hours.

Yet, this natural level of exposure rarely causes irritation or negative reactions, unlike unsolicited spam messages on phones or computers.

3. Continuous and Extended Advertising Time

Outdoor advertising is a highly effective form of communication, operating 24/7, 365 days a year.

It makes use of every second and every opportunity, no matter how small, to ensure the audience remembers your brand. Through repeated exposure and constant visual impact, outdoor advertising helps build and position a brand firmly in the consumer’s mind.

4. Wide Coverage

Another benefit of outdoor advertising is its extensive coverage. According to its definition, every space outside your home can be a stage for outdoor advertising.

From small alleys to main roads, from large cities to smaller towns, outdoor ads are present everywhere. Investors can proactively select and target the geographic areas they want to reach.

5. Unlimited Audience Reach

Outdoor advertising does not discriminate against audiences! Anyone traveling on the streets—no matter what vehicle they use—or shopping in supermarkets and malls, can be your potential customer.

With such a broad audience reach, there is no better way to build and enhance awareness of your product and brand.

6. Flexible Costs

Outdoor advertising can be considered expensive or affordable depending on the format, implementation method, and budget allocation.

With just a few million VND, you can launch an outdoor campaign. On the other hand, major corporations like Samsung, Pepsi, and Coca-Cola spend billions of VND or millions of dollars annually on outdoor advertising. This proves that any business can make use of outdoor advertising.

Disadvantages of Outdoor Advertising

Nothing is 100% perfect, and outdoor advertising is no exception. Despite its many strengths, this medium also has some limitations:

• It is affected by external factors such as weather, human activities, or materials used, which can impact ad quality.
• Limited advertising content due to restricted display space.
• Average exposure time per customer is only about 3–5 seconds.
• Difficulty in accurately measuring advertising effectiveness.
• Various legal regulations and permit requirements to comply with.

How to Overcome Limitations and Maximize Advantages

However, there’s no need to worry because compared to these few drawbacks, the advantages of outdoor advertising remain significant. Below are some tips to overcome these limitations:

• Choose standard, specialized advertising materials to increase durability and ensure ads remain visually appealing.
• Design concise ads that emphasize key messages, product images, brand names, and memorable slogans.
• Develop an advertising plan aligned with objectives and budget.
• Track advertising effectiveness through customer visits, product awareness, and brand recognition in the market.
• Select appropriate advertising locations, vehicle routes, quantity, and campaign duration.

And the most effective approach is to seek advice from experienced experts in this field! With over 15 years of experience and hundreds of projects implemented, Sixth Sense Media doesn’t claim to be number one, but we can confidently solve any challenge your business faces in an outdoor advertising campaign.

For quick consultation and support, please contact us today!

Sixth Sense Media JSC

Hanoi Office:
3rd Floor, No. 6 Nguyen Cong Tru Street, Hai Ba Trung, Hanoi
Tel: (0243) 237 3692
Hotline: 0982 513 898

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Tel: (08) 88 589 489
Hotline: 0934 519 516

Email: contact@ssm.vn