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Outdoor advertising is forbidden within 1,000 ft of a school or playground. When it is permitted, it must use black & white text, without images or figures. Outdoor advertising is a frequency medium that provides multiple exposures to a message throughout the full duration a campaign period. Recency is another important factor. Outdoor advertising is often placed in locations that are in close proximity to the business. As with the sandwich boards in front of restaurants, the marketing tool helps to draw in business from people who see the ad and decide they want to purchase the product right now, rather than later.
Outdoor advertising is booming worldwide. While in the former East Block, in China and the Middle East the posting claims of entire countries are being divvied up among European and American advertising companies, the business in Core Europe outdoor advertising is not banned outright by the HBA. Congress specifically allowed outdoor advertising in valid zoned or unzoned commercial or industrial areas. Outdoor advertising is most certainly an institution; but so was the open range. And just as the open range ceased to exist when private interest was no longer compatible with public rights, so it is with outdoor advertising.
Billboard advertising is a cost-effective, wide- and far-reaching method of getting your message across. That’s up 8 percent in just one year. Billboards do not present many of the landlord-tenant problems associated with rental agreements. However, investors should be sure that if they are purchasing billboards or properties on which they plan to place billboards that they can easily be leased out to advertisers.
Digital outdoor companies should offer two technologies for delivering proof of performance: web cams and automatic log files. The web cam enables a real-time visual check of the performance of the billboard. Digital signs have the potential to help them do both. Digital technology is seen as the latest and is mainly used in sports events. Virtual ads now are now widening in scope as digital inserts are added in after scenes are shot.
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