Outdoor PSAs: Reaching People Where They Live, Work and Play

Bill Goodwill

Like them or not, outdoor advertising is here to stay, and the industry has never looked brighter. The chart shows the tremendous placement opportunities available for OOH posters. According to the Outdoor Advertising Association of America (OAAA), overall spending on outdoor advertising grew to $6.7 billion recently, the fastest growing local ad medium, with a 22% growth in the last decade.

People are spending more time than ever in their cars, with daily vehicle trips up 110% since 1970, and the number of cars on the road has increased by 147%.

With jet travel replacing trains and bus transportation, many airports have as much annual passenger traffic as can be delivered by a major national broadcast network. Atlanta’s Hartsfield airport, for example, has 90 million passengers annually, and the top 10 U.S. airports have half a billion passengers. Similarly, shopping malls have become cities within cities, and the largest of them - Mall of America - has 40 million visitors annually.

In a recent year, we distributed four national OOH campaigns, placing 4,335 various types of OOH posters, which generated $4.7 million in value and 1.2 billion Gross Impressions.

American Academy of Orthopedic Surgeons

Venue

# of Posters

Value

Impressions*

Airports (12)

68

$501,850

76 million

Shopping Malls (61)

200

$222,195

279 million

Transit

80

$ 91,477

18 million

Totals

348

$815,522

373 million

*Reach (audience) x frequency calculated for 1 month exposure

To view a Powerpoint presentation on AAOS outdoor placements, go to:
http://www.slideshare.net/dakotabill/aaos-2013-ooh-final-24739867

Consumer Product Safety Commission

Venue

# of Posters

Value

Impressions*

Billboards

470

$547,182

166 million

WMATA

325

$ 27,706

10 million

Transit

152

$113,760

40 million

Totals

947

$688,648

217 million

*Reach (audience) x frequency calculated for 1 month exposure

Substance Abuse & Mental Health Services Administration

Venue

# of Posters

Value

Impressions*

Airports

25

$334,875

15 million

Shopping Malls

34

$ 40,800

24 million

Transit

277

$149,775

21 million

Totals

336

$525,450

59 million

*Reach (audience) x frequency calculated for 1 month exposure

Social Security Administration

Venue

# of Posters

Value

Impressions*

Billboards

2,704

$2.7 million

602 million

*Reach (audience) x frequency calculated for 1 month exposure

To view Powerpoint presentations for each of the different venues where we have placed PSAs, go to: http://www.slideshare.net/dakotabill

Other Resources:

For background information on OOH media, specifications on sizes and other useful information, go to: http://www.psaresearch.com/medoutdoor.html

 
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