Out-of-home advertising (also referred to as OOH) is essentially any type of advertising that reaches the consumer while he or she is outside the home. This is in contrast to broadcast, print, or internet advertising, which may be delivered to viewers out-of-home (e.g. via tradeshow, newsstand, hotel lobby room), but are usually viewed in the home or office. Out-of-home advertising products are divided among three primary categories: Billboards, street furniture and transit. OOH encompasses outdoor advertising but extends to the indoors as well (such as ads in malls).
Categories of Out-of-Home
The Out-of-Home (OOH) industry has pretty much standardized on three ‘advertising classifications” in order to further sub-divide and classify the sector.citation needed
These classifications are as follows:
- High Impact
- Retail
- Captive Audience
High Impact Sites
A terminology that covers "General Outdoor" and other high impact, large screens inside buildings, air and railway terminals etc. and mobile solutions.
Retail
Typically high street retail, but also includes shopping malls and factory outlets – high street or out of town. It does not include certain in-store locations that are better described as captive (ie, hair salons).
Captive Audience
These run in locations where the audience is stationary and remains in view of a screen, such as in transport (taxis, buses, trains etc.), for a period of time. This also includes in-flight advertising on seat-back entertainment systems, overhead storage bins and tray tables.
This classification also includes a lot of "leisure" installations; typically installed in pubs, clubs, bars, casinos etc.
Selling advertising space
If a private property owner wants to sell advertising space to one of the outdoor advertising companies ('media sellers') he or she directly approaches the company. A media seller may also approach the owner of an interesting property and make a bid. If an agreement is signed, the media seller erects a structure for displaying the ads and rents out the space to the clients. The world's largest media sellers are JCDecaux, Clear Channel Outdoor, Lamar Advertising, and CBS Outdoor.
Regulations on out-of-home advertising
Different jurisdictions regulate out-of-home advertising to different degrees. In 2007, the city of Sao Paulo, Brazil, banned all billboards within the city.[1]. There are also concerns within major cities about how many billboards and other forms of outdoor advertising are not in compliance with local by-laws, such as this website's database of alleged illegal billboards in Toronto, Canada.
See also
External links
[es:Publicidad exterior]
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