Out-of-home advertising (aka OOH advertising or outdoor advertising) or out-of-home media (aka OOH media or outdoor media) is advertising that reaches the consumers while they are outside their homes.
Outdoor advertising is considered a mass-market medium, just like broadcast, radio, TV, and cinema advertising. For this reason, it is better utilized for broad messages, branding and support campaigns. It cannot do the heavy lifting, and any attempts to do so will usually lead to a very cluttered and confusing message. Once you start putting more than 10 words of copy on a billboard, for example, you are asking an awful lot of the consumer. Many are driving past at high speed.
It is not possible to convey a complex message on a medium that people see for only a few seconds, or minutes at best, so it was seen as support for TV, direct mail, radio, digital and print. In short, keep the product or service top of mind, but let the other forms of advertising do the heavy lifting.
Billboard advertising is a traditional OOH advertising format, but there has been significant growth in digital OOH. lamppost and strawboard advertising is a subcategory of street furniture advertising. In Iran Bridge board advertising also known as billboard advertising.
billboards are the most expensive and the strawboard are medium and the lamppost are less expensive, in comparing the three the billboard has the best attraction but less geographical coverage but lamppost hast the less attraction and more coverage considering the price.
all this media belong to the municipality of the town and the municipality get this rents this out to media owners and the media owners manage it under rules and regulation of both municipality and the ministry of culture …
these billboards are assigning to media owners as packages including combination of high value billboards and low value billboards. and all of the media owners introduce themselves as advertising or branding agencies. so the main point in out door advertising in Iran is choosing the advertising agency and getting sure that it is not a media owner itself. then it can design and develop a proper media plan for your brand and place the ad for you in the right media in the right time and monitor the campaign to the end. if you get media from an advertising agency who is a media owner itself you are in the risk that you didn’t get the best media combination for your campaign and you are not sure about the monitoring of the ad replacement as this is all done internal in one company.
a top advertising agency will design and develop your advertising/branding campaign and it will choose the best media for you, using the network can buy the out door media bargaining price for you and supervising all the procedure from print, to installation, changing ads and all.
do not forget outdoor media needs 24/7 taking care, of the media so a top advertising agency have a person in charge to check each media in the morning and in the night and send a report to the agency and the client about the condition of the billboard (tear up, lights on, installation problem…)
on other important issue that most of the media owners in Iran don’t care about is the media print for the out door advertising. they just accept any file quality and reduce it’s size to be able to email to print house easily and most of the time as the client needs the lunch of all the billboards at once the media owner would send the file to 3 or 4 print houses at the same time to be able to print all the media for billboard ASAP. not the problem is each print house will use its own material and color profile and the result is loosing the integrity in the whole outdoor media, specially when we are working with sensitive colors. a top advertising agency would use just one print house and by correct planning would avoid time pressure, and supervise all the prints to get the best result all the same. and in case have to use multiple print houses for out door media print would mach them all together in term of material and color profile and making sure the result is the same.
the case is the same when we have the campaign in different cities of Iran, so a great advertising agency will do all the print together and then deliver the media to the selected media owner in each city and supervise the installation.