Benefits of Outdoor Advertising

The benefits of billboards and other outdoor advertising

According to the Outdoor Advertising Association of America,
outdoor advertising is 80 percent less expensive than TV
and 60 percent less expensive than newspapers.

What is outdoor advertising?

Outdoor advertising can range from posters or signs in a ballpark, at a rally, on a bus-stop bench, on the outside of a bus and around an airport or transit system … to the familiar towering billboards along metro or rural highways and byways. It can even be a magnetized sign you put on the side of your car, van or SUV.

Billboards and other outdoor ads are an especially effective way to capture attention, reach busy people, change attitudes and convey an important new message.

Posting large billboards can be an affordable way to reach people where they spend a lot of time: in cars, vans, buses and other means of transit. Unlike many other mediums, billboards are "on the air" 24/7. In media terms, billboards have a high level of frequency and reach.

Combine with other mediums for even better results

Of course, any advertising medium works best when combined with other mediums, such as radio or print ads and Internet messages. No-cost options can help reinforce outdoor ad messages, too. For example, supplemental message might include letters to the editor, press releases or story ideas sent to local journalists and editors, or small ads placed in local bulletins, newsletters and other publications.

Style - what works best?

A billboard is more like a sign than an ad per se, so short, simple and clear works best and "less is more" -- especially in today's saturated communications environment. Clear, uncluttered designs; short, simple messages on a white background; and bright, bold colors have proven to be highly effective in media-testing of billboard advertising. Bold blue, red, green or gold are among the best colors for outdoor signs and ads.

Placement. Billboards can also be targeted to reach a particular audience at a selected location. You can display billboards over a long stretch of highway, free from cluttered competing media and messages. Or, it can be near a busy area trafficked by a specific target audience, such as college students who may be considering abortion. Ads near a school can reach students and also parents who may not realize their own kids are at risk of coercion. The same ad can also reach a middle-aged women who may be suffering from post-abortion issues and realize she is not alone.

Targeting your audience

Billboards are an ideal medium to target a particular audience at a particular location. For example, if you wanted to reach young people, you could purchase billboards near schools. Since "The UnChoice" message impacts everyone in one way or another, you may want to select a busy intersection or interstate highway.

Ads near a school can also reach parents who may not realize their kids are at risk of coercion, or a parent who may be suffering from post-abortion issues and realize she is not alone. You can palce billboard ads near busy bus or train depots, in or near airports, or along highly trafficked metro areas.

Our billboards feature the url of a web site – TheUnChoice.com – which direct people to the type of information and help they may need. Whether it's someone seeking a compassionate friend, a counselor who understands post-abortion issues, or someone who simply wants to hear more or volunteer to help, this can open the door to many good things.

Or, it may even reach a grandparent who had an abortion long ago or another who may want to warn family members or get involved as a volunteer or in some other way.

Given the reality that most people's lives have been touched in some way by abortion, billboards can reach a wide audience in many locations, from busy bus stations, train stations or airports to other highly trafficked metro areas and even remote highways where travelers have time to really think about the message.

If you plan ahead, you can reserve the best locations. In some very competitive or highly popular and well-trafficked areas, there are people who plan a year or even several years ahead to get ideal placements.

How The UnChoice billboards can open doors.

Our billboards feature the address of this web site – www.TheUnChoice.com. This directs people to the particular type of information and help they may need.

Whether it’s someone who's had an abortion seeking a compassionate friend or expert consultation, a professional who wants to better understand post-abortion issues, an advocate who wants access to the latest research or user-friendly resources, or someone else who wants to learn more or even volunteer to help ... your billboard placements can open the door to many good things. Your effort can help end the injustice sooner rather than later by educating people about unwanted abortions, post-abortion issues and other risks to both the unborn and women.

Why the coercion message comes first and what it can accomplish

Unwanted or coerced abortions are an injustice in their own right. Educating the public about unwanted abortions is an important step in exposing this and other harm that endangers the rights and lives of both women and children. Once people go to the web site featured on the billboard, they'll also see a long list of psychological and physical risks. In some cases, this information will deter those who coerce or consider abortion.

This message also lets women already hurt or at risk of coercion, injury and other issues know that others see and care, while directing them to a content-rich site for further information, resources, help or referral. (We also offer a healing-focused billboard and campaign to help those already hurt. This may be a good option to run near clinics that refer or do abortions. It can warn people of the dangers or alert those already hurt, including those who may be involved in a repeat abortion.)

Why The UnChoice campaign is different ... and urgent