Outdoor Production Specifications
Reprinted with permission from the Outdoor Advertising Assn. Of America


BULLETINS

Description

Bulletins are the largest, most impactful standard-size form of outdoor media. Located primarily on major highways, expressways or principal arterials, they command high-density consumer exposure (mostly to vehicular traffic). Bulletins afford great visibility due not only to their size, but because they allow creative "customizing" through extensions and embellishments.

Primary Uses

High impact and high circulation for many kinds of products and services to reach consumers within and between markets.

    Rotary bulletins are moved to different, pre-approved locations every 60 days to provide broad market coverage.

    Permanent bulletins afford dominant coverage of high traffic at fixed locations; advertising remains at a location throughout the contract duration. Also used for directional or selected geo-demographic coverage.

Availability

Virtually all markets (cities/towns/connecting highways and expressways) in all states except Hawaii, Alaska, Maine and Vermont.

Research/Market Information

Circulation verification by TAB (The Traffic Audit Bureau). Reach and frequency can be calculated via several accredited media software programs. Extensive marketing/demographic data available from sellers.

Method of Purchase

Bulletins are sold in two ways:

    Rotary bulletins: Usually purchased for 12-month contract; moved to new locations every 60 days.

    Permanent bulletins: Purchased and priced individually, predicated on location and audience delivery. Contracts are generally for 6 months or longer.

In both cases, shorter contract periods are possible.

Specifications

The most common bulletin sizes are listed. However, there are specially constructed "spectacular" bulletins with elaborate features and embellishments, such as backlighting, which can be negotiated individually, with attendant higher cost. The most common sizes are:

    Standard Bulletins
    14' H x 48' W
    10' H x 40' W
    10' 6" H x 36' W

    Super Bulletins
    20' H x 60' W

    Maximum Extension
    5' 6"H x 2' W

Wall Murals

Description
Wall murals are advertisements painted directly onto exterior building surfaces or computer-printed on flexible vinyl and attached to walls. (Not all walls accommodate vinyl.) Uniquely proportioned and singularly dimensioned, they accommodate a wide variety of unusual creative sizes and shapes and have large scale (often several stories high) exposure and high visibility to vehicular and pedestrian traffic. Located on major freeways/highways, on commuter and tourist routes and in downtown business districts, painted walls are custom-designed for long term exposure.

Primary Uses

Selective coverage of highway/expressway and commuter traffic, painted walls are used for various products and services and for directional purposes.

Availability

Selected major markets such as New York, Los Angeles, San Francisco and other areas.

Method of Purchase

Individual contracts arranged with individual sellers. Multiple market location can be contracted.

30-SHEET POSTERS

Description
The 30-sheet poster is the largest poster format, located chiefly in commercial and industrial areas on primary and secondary arterial roads. It is viewed principally by persons in automobiles and delivers exposure to both residents and to commuter traffic, with some pedestrian exposure.

Primary Uses

Used as a full market coverage format to achieve high level of reach and frequency. Packaged buys can also be tailored for specific marketing goals: e.g., supermarket coverage, ethnic targeting, focus on certain demographic areas.

Availability

    Virtually all markets except Alaska, Hawaii, Maine and Vermont.

    Method of Purchase
    Purchased in GRP packages. Programs are typically purchased in one week to 52
    week schedules, depending on campaign objectives.

    Specifications
    Overall size: 12' 3" H x 24' 6" W
    Copy area: 9' 7" H x 21' 7" W
    Film size: 9 3/8" x 21 3/16"W
    Bleed: 1/8"
    Line Screen: 120

8-SHEET POSTERS

Description
Eight-sheet posters are located mainly in urban neighborhoods and on secondary arterials. They are viewed by both automobile traffic and pedestrians. Positioned just above eye level, they are either free-standing units or are mounted on the sides of buildings. In some markets, selected panels are mounted vertically.

Primary Uses
Used for their proximity to retail outlets (near super-markets, shopping centers, convenience stores) where they can stimulate sales and for their availability in areas where the larger outdoor formats (30-sheet posters or bulletins) may not be available. Appropriate for short-term seasonal and regional campaigns. Eight-sheets are also frequently used to target ethnic groups (African-American, Hispanic, Asian) in major urban areas.

Availability
Over 2,500 markets in the US. Backlit units are available in selected markets.

Method of Purchase
Like 30-sheet posters, 8-sheet posters are normally purchased to achieve specific GRP objectives.

Specifications
Overall size: 6' H x 12' W
Copy area: 5' H x 11' W

Film size: 5" x 10 7/8"
Bleed: 1/8"
Line Screen: 120

WRAPPED POSTERS

Description
Vinyl wrapped posters offer even greater copy area than typical 30-sheet posters by converting a standard poster panel into a 300 square foot painted/printed vinyl surface, expanding the copy area to 12' 3" H x 24' 6" W.

Primary Uses
Can be used for targeting specific area, within a market. Selection can be made from the available 30-sheet locations.

Availability
In most of the markets where 30-sheet posters are available.

Method of Purchase
Can be purchased either long-term or in rotary packages, like bulletins.