Outdoor

Outdoor Limitations

• Negative environmental image.
• Lack of research data. It is a difficult medium to measure.
• Viewership is subject to weather conditions, traffic flow and environment.
• Limited availability – Only between 400,000-450,000 boards left in the country.
• Many are occupied by 12-month advertisers. Space must be reserved at least 28 days in advance of when it will be seen by the public.
• People view a board 3-5 seconds. Time spent with a board is very minimal.
• Recall can be low, because billboards are “reminder” messages.
• Outdoor is a print medium, therefore passive in nature. Not an efficient medium for reaching small, narrowed target audiences, or just men or just women.