There are many persuasive reasons.
Outdoor is a pure advertising medium, without distracting editorial or programming content. The chart below presents a compelling comparison of advertising time versus programming time.
Here are more unique reasons for the unrivaled power of outdoor, as expressed in a quote by THQ marketing director Jon Rooke:
"One of the main advantages of outdoor advertising is that people can't switch it off, skip the page, or fast-forward through the ads. Aside from shutting their eyes, the target audience has no option than to be captive. Another advantage is that outdoor advertising generally has a long flighting time, and hence greater frequency. Some campaigns can stay up for months, so the frequency of each placement against a target audience can be very high. A target consumer driving past a billboard on the way to work every day for a month will see the same message at least 20 times from just one placement."
Outdoor advertising can also accommodate advertising when time is crucial. Since companies can be certain that their message will be seen every day, it’s feasible to run time-sensitive advertising.
As soon as consumers step outside the home, they become part of the audience for outdoor advertising, and the time consumers spend in cars has increased by more than 30 percent in the last 6 years. The number of miles they’ve driven has increased almost 7 percent in the last ten years. And, according to the US Department of Transportation, highway miles traveled will continue to climb at a consistent rate through 2030.
This ever-growing audience makes outdoor second only to television in audience exposure, and, if you
factor in the share of time programming takes away from exposure to TV advertising, outdoor surpasses television is advertising viewership.
It becomes the number one advertising medium.