Dos and Don’ts for Outdoor Advertising

Advertising is more than just a brand function- is a valuable skill. There are many different forms of advertising that brands can be used to reach their target audience. However, not all of the forms of advertising will have the same impact.

Outdoor advertising is one of the most integral mediums of advertising for businesses. From Coca-Cola to Calvin Klien, you will find almost all the ‘BIG’ brands with great taglines vying for outdoor space. But there are some Do’s and Don’ts for effective advertising outdoors, and they are:

The dos: The helpful tactics to help you connect with an audience.
  1. Get to know your target customer     

Many businesses only have a big-picture view of the target market they want to reach. While this is a good starting point, it pays to refine your understanding of prospective customers.

Before jumping into creative design or marketing tactics, consider the following questions: Who is our target audience? What are they interested in? What kinds of problems do they have and how can our company provide solutions? Until your team can answer these questions, campaign planning shouldn’t even progress beyond the initial exploratory phase.

  1. Do have a consistent message

By having a single purpose and consistent voice, you increase brand identification and loyalty. Hold to the vision and mission of your business, and soon, people will recognize your brand across every advertising channel you use.

  1. Keep it eight words or less

This mostly relates to billboard advertising and the word count is disputed amongst professionals. Try to create a good billboard ad, keep the word count between 6 to 8 words. If it’s any more people probably won’t be able to read it when they’re traveling.

  1. Get noticed but don’t make things a huge distraction

Most probably, outdoor advertising whether it be an ad placed on a bridge or a bus passing by are aimed at the crowd who are moving. Specifically, you want to create something that will grab people’s attention but aren’t going to cause major or even minor accidents.

  1. Innovative, creative and humorous

Create ads that are innovative, creative or entertaining. If you’re successful, try to do all three. Outdoor advertising needs to stick with the person after they’ve passed the ad so try to incorporate that into your concept.

This is contradictory to traditional advertising because that usually goes for the shock factor, but it’s a fine balance when using outdoor advertising.

The don’ts: Pitfalls your brand should avoid
  1. Don’t Keep Too Much Content

Normally having a lot of content is a good thing but not for outdoor advertising. If you’re covering your billboard with a phone number, address, email like the content, stop right there. Focus more on your brand identity.

  1. Don’t Try to Be to Clever

This is important. Don’t try to make far-fetched jokes in your outdoor advertisements. This type of ad is for people on the move. If they don’t get your message within five to six seconds, it’s going to be lost in translation. Try to make your ads smart and messages that click instantly for your audience.

  1. Don’t overlook towards the Location

If it’s a billboard, is it in a good spot? Will people zoom past it?

The placement of your ad is essential to the success of your advertising.

Why Choose Global Advertisers?

With over 20 years’ experience, we are a company who pride ourselves on our affordable, tailored advertising solutions. We don’t go after just the big bucks or the huge companies who have an unlimited budget. While we do deal with large agencies that place national advertising campaigns, we are primarily a local advertising company for local businesses, working with your local transport operators.

Are you looking for some additional expert advice? We’re here to help. Contact us on

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