VALUE OF MOBILE WRAP ADVERTISING*
Modest dips or rises in total vehicle miles traveled across America
will continue – up or down – depending on the season or
other market conditions. In these difficult economic times, some
national media are in decline because the audiences they reach are
eroding. But, outdoor advertising remains a growth medium because
it reaches mobile mass or targeted audiences day and night.
By far, people spend more time in the out of home
space compared to the in home space. When they are outside the home
they are consuming, mobile, and part of the outdoor advertising
audience.
In today’s consumer environment, message overload
has made it difficult for brands to cut through the clutter and
get noticed. Fragmentation has changed the way consumers perceive
media. Over the past 30 years, the number of television channels
per household has increased dramatically while magazine and radio
options have skyrocketed.
Today, consumers choose the ad content they will accept.
TiVo has changed the way people watch television, satellite radio
and iPods have changed the way people listen to music, and mobile
devices have changed the way people find printed news. Outdoor advertising
is benefiting from technological advances in communications.
Outdoor is an efficient media buy compared to other
traditional media. In contrast, television and radio rates continue
to climb as audience share erodes.
Outdoor advertising is there 24/7 and reaches highly
mobile American consumers with effective advertising messages. The
current economic downturn and resulting change in consumer behavior
will have a negligible effect on the reach and frequency of outdoor
advertising messages. In fact, during an economy in recession, outdoor
advertising, with its high cost effectiveness, may be the best option
for companies looking to increase brand awareness and maintain their
competitive advantage during tough economic times.
*SOURCE: www.oaaa.org (Outdoor Advertising Association of America)
