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Comparing different types of out of home advertisements

Score for each
Cost
1 – Less than $10,000
2 – $10,000 to $100,000
3 – Over $100,000

Reach
1 – Local
2 – Statewide or equivalent
3 – Nationwide to worldwide

Quality
1 – Everyone
2 – Location-based
3 – Niche-based or interest-based

These scores take a broad overview of each marketing channel.

Strategy Cost Reach Reach Quality
Sponsoring a sports team [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”star”]
Sponsoring a sporting event [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”star”]
Billboards [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”star”]
Attending trade shows [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”star”] [x_icon type=”star”] [x_icon type=”star”]
Sponsoring a trade show or conference [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”star”] [x_icon type=”star”] [x_icon type=”star”]
Street flags [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”star”]
Bus shelters [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”star”]
Outdoor company signage [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”star”]
Flyers and brochures [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”star”] [x_icon type=”star”]
Bus, train and car wraps [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”star”]
TV advertisements [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”star”]
Radio advertisements [x_icon type=”dollar”] [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”bullhorn”] [x_icon type=”star”]
POS displays [x_icon type=”dollar”] [x_icon type=”bullhorn”] [x_icon type=”star”] [x_icon type=”star”] [x_icon type=”star”]

All costs can fluctuate. For example, sponsoring Real Madrid will cost a fortune while sponsoring your local football team will cost much less.

Examples of offline advertisements

Sponsoring a sporting event
Trade shows and exhibitions
Fence wraps for outdoor events or construction sites
Street banners
Outdoor portable displays
Large company signage
Company signage with corporate flags

Offline vs Online

The table below shows the advantage offline ads have over online ads.

Attribute Offline Online
Relevancy Y
Reach Y
Review time – How much time a customer spends with an ad Y
Stimulation – An emotional reaction to an ad Y
Memory – Quickly and confidently remembering an ad source and content Y
Desirability – A subconscious desire for the product or service Y
Valuation – The subconscious value a customer places on the product or service Y

Source: Postal Service Office of Inspector General (OIG)

With offline ads:

  1. A customer spends more time viewing the ad.
  2. They remember the ad better.
  3. It improves their desirability for a product or service more than online ads.
  4. The product or service is perceived to be of higher value.
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