MKTG 313 Lecture Notes - Lecture 3: Audience Measurement, Gfk, American Public Transportation Association
Support Media - Lecture #3
At the same time, however, there are limitations to outdoor, many of them related to its
advantages:
1. Waste coverage. While it is possible to reach very specific audiences, in many cases
the purchase of OOH results in a high degree of waste coverage. It is not likely
that everyone driving past a billboard is part of the target market.
2. Limited message capabilities. Because of the speed with which most people pass by
OOH ads, exposure time is short, so messages are limited to a few words and/or
an illustration. Lengthy appeals are not likely to be effective. Some transit forms
are not conducive to creative messages.
3. Wearout. Because of the high frequency of exposures, OOH may lead to a quick
wearout. People are likely to get tired of seeing the same ad every day.
4. Cost. Because of the decreasing signage available and the higher cost associ- ated
with inflatables, outdoor advertising can be expensive in both an absolute and a
relative sense.
5. Measurement problems. One of the more difficult problems of OOH advertis- ing lies
in the accuracy of measuring reach, frequency, and other effects.(As you will
see in the measurement discussion, this problem is currently being addressed,
though it has not been resolved.)
6. Image problems. OOH advertising has suffered some image problems as well as
some disregard among consumers.
In sum, OOH advertising has both advantages and disadvantages for mar- keters.
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