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The Power of Outdoor

Why advertise outdoors?

Because outdoor advertising is always left in the ON position.

Magnetsigns help us find businesses and services and help businesses find customers. Signs act as guides, directing us to hotels, restaurants, entertainment and almost everything else we do. Magnetsigns are outdoor's great communicators telegraphing their messages to North America.

Outdoor advertising continually reaches consumers where they live, work, shop and play delivering marketing messages to people as they travel throughout their daily life. Today's consumers are always on the go, spending fewer hours at home and more and more time on the road.

Smart marketers have an opportunity to connect with consumers in a powerful, direct and cost-effective way. Magnetsigns makes this connection possible as North America's leading provider of high-impact signs.

Outdoor advertising is the lowest cost of any media. It is unsurpassed in its ability to supply long-lasting impressions, coverage, reach and frequency.

Advertisers are looking beyond the usual media plan and are using the impact, power and reach of outdoor advertising.

Outdoor Advertising Audience Information

The outdoor advertising audience consists of people on the go. The North American public is traveling more today than ever, which means the outdoor advertising market is growing. North Americans cover more than 3.4 trillion miles annually. Vehicles are used to travel 76 percent of those miles. So who is doing all this traveling? Ninety-four percent of all North American households own at least one car. Eighty-nine percent of adults age 16 and older have driver's licenses. This suggests that all North Americans view outdoor advertisements.

People who travel in personal vehicles are the primary audience for outdoor advertisers. Ninety percent of all personal travel miles are in privately owned vehicles. Of that 90 percent, the 18-34 age group travels the most. Although men currently spend more time driving, females' driving time is on the rise.

The outdoor audience can be segmented by household income. Generally, the higher the household income, the more miles traveled per day. Households with an income of $80,000 or higher travel the most, with an average of 45 miles traveled in a personally owned vehicle per day. Households with an income of less than $15,000 travel the least, with an average of 21.8 miles. What these figures mean is that as income increases, being exposed to an outdoor ad increases as well.

The outdoor advertising audience can be further broken down by ethnicity. Caucasians travel more by personally owned vehicle, with an average of 37.6 miles per day. Hispanics follow closely with 31.6 miles, while Asians and African Americans travel the least with 25.6 and 25.9 miles respectively.

While summer is the peak travel time, businesses and organizations use outdoor advertising year round.

So, how much does it cost to reach your target market when using outdoor? Based on cost per thousand impressions (CPM), outdoor advertising is one of the most cost-efficient forms of advertising. The chart shows how outdoor advertising compares to other types of advertising.

Daily Time Spent Driving (average minutes)
Ages Male Female
16-19 57.7 56.1
20-34 80.7 65.4
35-49 85.5 67.4
50-64 87.7 61.1
65+ 73.2 54.7
All 81.2 63.6

Source: Outdoor Advertising Association of America at OAAA.org

Cost Per Thousand Impressions Comparison
Outdoor (top 50 US markets) Men 18+ Women 18+ Adults
Magnetsign or Billboard
80 to 100 sq. ft. Magnetsign or Billboard
200 to 300 sq. ft. Billboard
40 to 80 sq. ft. Bus or Train Transit Shelter
500 to 700 sq. ft. Billboard
$1.77
$2.61
$2.07
$7.08
$2.19
$3.28
$2.60
$9.91
$0.98
$1.45
$1.15
$4.39
Radio
30 second network buy
30 second local ad
$8.75
$10.45
$7.75
$9.65
_____
_____
Magazines
Newsweeklies (4-color page)
$10.30
_____
_____
Newspapers
Dailies (1/3 page black and white)
$22.05
$21.15
_____
Television
30 second prime-time network buy
30 second prime-time ad
$22.55
$30.80
$18.10
$24.31
_____
_____

Source: Outdoor Advertising Association of America at OAAA.org

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