• High reach and frequency
  
• Ability to pinpoint certain prospects on a geographical basis
  
• Low cost among the major mass mediums available
  
• Creative impact
  

Types of Boards Available

• Permanent
  
• Rotary
  

Sizes

• 8-sheet: 6'2"H x 12'2"W
  
• 30 sheet:12'3"H x 24'6"W
  
• Bulletins: 14'H x 48'W, 10'H x 40'W, or 10'6"H x 36'W
  

Paper vs. Vinyl

• Paper is usually offered on smaller boards staying up for a shorter period of time
  
• Vinyl is the most preferred method of production if you plan to buy a larger board for a longer period of time
  

Buying Tips

• The best times to place your ad in an outdoor campaign would be just before and during peak buying seasons which include February-May and September-November (stopping just before the holidays). Minimum contract lengths are in 4-week segments.
  
• Place in high traffic areas where your target audience is most likely to be
  
• GRPs (Gross Rating Points) are also called showings
  
• Showings are purchased in units of 100, 75, 50 or 25
  
• Reach is the percent of the target audience potentially effected by the campaign
  
• Frequency is the number of times the designated target audience would be exposed to the campaign
  
• Don't rely on Traffic counts or CPMs to analyze effectiveness of this medium
  

Top 3 national outdoor companies

1. Viacom Outdoor Group (merged with Viacom in August 2001)
   • www.infoutdoor.com
2. Clear Channel Outdoor (formerly known as Eller Media)
   • www.ellermedia.com
3. Lamar Advertising Company
   • www.lamar.com

Rates and fees

• Rates are usually quoted
  
• Production is quoted separately