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Outdoor Advertising vs Newspaper Advertising

You’ve designed a product, you’ve thought up an initiative, or you’ve decided it’s time for your business to make a bigger impact, either in the local community or on a wider scale. The next step is to introduce the fruits of your labour to the world outside your office, and to do that, you’ll need an effective advertising campaign – but how should you go about your promotion? Newspaper advertising is a very popular platform, but Out-Of-Home has an advantage in almost every field. Here, we’ll look into why outdoor advertising is ideal.

To reach people at various times of the day; when they’re on the way to work, on the way back from the shops or driving to a friend’s house, outdoor advertising is extremely effective. But what are the main positives of this method of promotion?

Cost

You might think that investing in a sprawling billboard or a digital bus shelter advertisement, for example, might make a huge dent in your budget. However, the cost of a billboard advertisement is much lower than that of taking out a full page advert in a national newspaper.

For example, an advert in the classified section of a national newspaper can cost as much as £10,000 – this is a lot of money for a small advertisement in the back half of a publication, and you’d also be up against your competitors in the same paper, which could negatively affect your exposure.

Compare this to an outdoor advertisement, where you have your own space away from other advertisements, and the exposure is greater, as is the value for money.

Reach

Lots of people read newspapers, this much is true. The biggest newspapers reach millions of people a day through their digital presence, but physical newspaper sales are steadily declining, with approximately 5 million copies sold per day across all the major publications. By contrast, it is thought that around 98% of people are exposed to outdoor advertising every day – an enormous amount of people, and that means a huge number of potential new customers or supporters.

Variety

With a newspaper advertisement, even if you’ve had the best idea you’ll ever have, you’re limited to a picture or some copy. When it comes to outdoor advertising, you’ve got the power of technology at your fingertips, and when harnessed properly, you can create truly groundbreaking campaigns. From video advertisements to time and date-specific promotions, interactivity, motion detection and facial recognition software, there’s so much you can do with outdoor advertising.

Newspaper advertising has served countless industries well for centuries, but as technology advances and digital media envelopes our daily lives, billions of people get their news and spend their free time on their smartphones, tablets and laptops. This has impacted the sales of physical newspapers, and as such, their effectiveness as an advertising medium has waned.

Clear Channel Direct are leading providers of Out-Of-Home advertising campaigns for customers throughout the UK. Whether you’ve got a clear idea of what you’d like to do, or you need advice and guidance on how best to reach the public, we can help. Simply get in touch with us today and we can kick start your campaign.

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