Outdoor advertising is the oldest advertising method known to humanity. Already, the Egyptians chiseled advertising messages into stones 3000 years ago and placed them prominently by the roadside. Although advertising methods have changed significantly to the present day, the core idea of outdoor advertising has remained.

The power of outdoor advertising should not be ignored, as it remains relevant for value enhancers. Why? Because people are becoming increasingly mobile. Whether on the way to the office or the cinema, people spend a large part of their daily lives on the move. The more mobile people are, the higher the likelihood that they will notice outdoor advertising along their way.

1. Why is outdoor advertising used?

By now, there are countless variations of how companies can advertise. Outdoor advertising, also known as Out-of-Home advertising (OOH), is arguably the most well-known form of advertising. There are many reasons why this advertising medium remains so popular. Outdoor advertising is an effective method to draw attention to a brand, a product, or a service. An important advantage of outdoor advertising is the high reach that a poster, a large format, or a digital screen can achieve. By strategically placing outdoor advertising in relevant locations, different target groups are addressed simultaneously. Due to the high degree of mobility of people, outdoor advertising ideally reaches target groups even multiple times a day. Another plus: Compared to other advertising methods, outdoor advertising enjoys higher acceptance among the public. Posters, column advertisements, or DOOH screens are generally perceived as non-intrusive by the majority of the population. However, online advertising is often seen as intrusive by many customers, which is easily suppressed by an ad blocker. Furthermore, outdoor advertising can be targeted based on specific audience criteria. Posters, screens, and banners can be quickly and easily placed in different locations. The advertising message can be targeted regionally, nationally, or at the point of sale. Additionally, outdoor advertising reaches target groups that do not use media such as the internet, TV, or radio. OOH advertising still addresses these relevant target groups and makes them aware of offers they would otherwise overlook.

2. What does outdoor advertising mean? – A definition

Although we encounter outdoor advertising everywhere, many are not aware of exactly what this term entails. Many rightly ask the question: What is outdoor advertising? The term outdoor advertising encompasses marketing and advertising measures at public places outside closed spaces with the intention of increasing the awareness of a brand, a product, or a service. The most common forms of outdoor advertising are posters, signs, or banners. However, outdoor advertising has evolved over time and now includes a wider range of advertising media. An example of the extended application of OOH is mobile outdoor advertising. The increasing traffic volume has created new opportunities for using advertising in road traffic. Outdoor advertising is no longer just a static advertising medium, but takes advantage of the benefits of mobility. Advertising is placed on vehicles, such as buses, trains, trucks, or trailers. Taxi rooftops in many cities already feature advertising space. Another OOH advertising method is ambient marketing. This involves targeting advertising messages specifically in the living environments of target groups. Examples include beer coasters printed with ads, pizza boxes, or shopping bags. Even the advertising poster on the door of a public restroom belongs in this category. Ambient marketing is positively received by customers, as it is neither intrusive nor bothersome. A relatively young form of OOH is digital outdoor advertising, also known as Digital Out-of-Home (DOOH). Here, the advertising message is displayed on screens. DOOH has the advantage of combining traditional forms of outdoor advertising with the possibilities of digitalization. Whereas in the past a poster was a static surface, DOOH engages target audiences with moving and animated images. Moving images attract the attention of the target audience and are therefore perceived much better than static posters. Digital outdoor advertising is still at the beginning of its journey and offers companies many opportunities and concepts for broadcasting creative messages.

3. Facilities for outdoor advertising – What is allowed?

A well-designed outdoor advertisement attracts attention. There are no, or let’s say, very few limits to creativity. The more creative and appealing the advertising message, the higher its recognition value among the target group. Aside from the design aspects, however, there are legal frameworks that must be adhered to. While there are no limits to creativity in outdoor advertising, the placement of a poster, sign, or screen is a different matter. In principle, companies are allowed to advertise their products and services. Those who want to draw attention to themselves with a poster, sign, or screen must be familiar with the legal requirements and guidelines. Otherwise, the placement of outdoor advertising can quickly lead to fines and problems. This particularly concerns the installation of outdoor advertising in public spaces. Generally, the regulations for placing outdoor advertising are determined by the individual federal states. Depending on where an outdoor advertising measure is to be placed, different regulations apply. Not only advertising in public spaces but also placing advertisements on private property is regulated. While advertising here is generally permitted, the respective building regulations must be observed. For advertising on public land, a special permit is required. Therefore, before installing one's creative outdoor advertising, one should inform oneself about the respective regulations from the relevant building authority and possibly apply for a permit. It should be noted that outdoor advertising, regardless of its type, must not obstruct traffic safety, obstruct views of green spaces, and must not be attached to trees, bushes, railings, or similar objects. However, there are also exceptions that facilitate advertisers in placing their outdoor advertising. Advertising spaces smaller than 0.5 square meters are exempt from approval. Additionally, outdoor advertising that is time-limited, for example, for clearance sales or specific temporary events, is exempt from approval, provided it is placed in front of the business. Also exempt from approval are decorations, displays, or placing advertising materials in shop windows.

4. What does outdoor advertising cost?

The question of how much outdoor advertising costs can be answered in a similar way to how much a loaf of bread costs. It depends! What kind of bread do you want, and where should it be purchased? Do you want a healthy whole grain bread or rather a light mixed bread? Should it be from the bakery, from the discounter, or home-baked? Many different factors ultimately determine the price. The same goes for outdoor advertising. Costs depend on the type of outdoor advertising, the selected provider, as well as the preferred locations and thus vary widely. On average, outdoor advertising is significantly cheaper than print, TV, or radio advertising. Currently, besides poster advertising, playing on DOOH screens is a popular method to conduct outdoor advertising. Although prices fluctuate here too, both are comparatively cost-effective. DOOH stands out particularly in terms of cost management, as these are precisely controllable. Many providers offer second-by-second billing. With the diverse application possibilities and various forms, suitable advertising media can be found for any budget.

5. OOHLEMON DOOH-APP as the future of outdoor advertising?

DOOH is still a relatively young advertising medium in the field of outdoor advertising but is increasingly gaining popularity. In Germany, over 130,000 screens have already been installed, which provide not only advertising messages but also information to target groups. Digital outdoor advertising is on the rise and gradually replacing traditional poster advertising. Digital signage solutions are the future of outdoor advertising. OOHLEMON has taken the next step with the innovative OOHLEMON DOOH-App and is thereby sustainably changing the future of outdoor advertising. Many DOOHoffering are tied to agencies that manage screens at high costs. The OOHLEMON DOOH-App offers advertisers entirely new possibilities to display their advertising, independent of agencies. Advertisers can quickly, easily, and flexibly design and broadcast their advertising using the innovative solution. This not only offers a high degree of freedom, but it is also a cost-effective solution to draw attention to their products and services. Independence means for us that the advertiser has the reins in their own hands. From creating the advertising to broadcasting it on the screens, our clients have everything in their hands and determine themselves which message is displayed when and where. Advertising campaigns can be designed in just a few clicks and uploaded in real time. Billing occurs by the second. And all of this is packaged in an innovative and user-friendly app. The OOHLEMON DOOH-App does even more. The intelligent concept collects data and subsequently analyzes it. This way, our clients always know how the advertising message is received by the audience and can adjust it accordingly if needed. Are you looking for an innovative solution for your outdoor advertising campaign? Reach your target audience exactly where they are and create awareness for your message that works. You can DOOH it!