How To Calculate Outdoor Advertising Rates

Billboard space

Outdoor advertising rates have been on the rise lately. With more and more motorists plying the roads on their daily commute, the use of advertising billboard scaffolds has become an attractive way to market brands and products. The cost of producing a very good television advertisement can run up to the thousands of dollars for a thirty-second spot, and these usually require some time and money to produce. In contrast, outdoor advertising is considered “sticky” since it’s in the public eye at all times.

As with most other advertising options, rates for outdoor advertising will depend on these factors: traffic, location and size.

Location. The main consideration when pricing outdoor advertising rates is the location of the billboards. Obviously, ads on main thoroughfares would have higher prices. Billboards that are attached to well known buildings, malls and other establishments will fetch more expensive rates. Ads on subway stations and other high traffic areas will also be more expensive than those in places with less people. This is because the price is always directly proportional to how many people get to see the advertisement.

Apart from traffic, the demographics behind the location would also dictate the advertising rates for a billboard or an outdoor advertisement. High income locations would be more expensive than places of lesser interest. For instance, an ad placed in the city’s financial or business district would be more expensive than an ad placed at a rural highway.

Size. When it comes to outdoor advertisements, size matters. Outdoor ads deal with mobile viewers—either people walking or people riding in cars passing by. Bigger advertisements catch attention more easily. Unfortunately, bigger ads also require bigger spaces. Furthermore, roadside billboards require giant scaffoldings and support structures, which come at a premium.

Duration. Unlike television spots, which have a fixed duration, or print magazine ads whose lifetime corresponds with how long the issue is in circulation, outdoor advertisements are quite flexible in terms of duration. You might be able to get discounts if you lease space for extended periods of time, although you need to be sure if you are free to change your ad content down the road, should you find the need to do so.

Material and build. Visibility, location, demographics and traffic are often the concern of any advertisement, regardless of whether they are outdoor or indoor. However, when it comes to outdoor ads, another factor comes into place—build and material. Most framed outdoor ads are made of panaflex plastic, while billboards are usually made of tarpaulin. The actual material used, and other gadgets and embellishments would add to the rate charged for leasing outdoor advertising space.

Outdoor advertising is part of any urban landscape. Being fixed and omnipresent, these can be potent marketing tools if used correctly. However, there is a price to reaching out to the public in the outdoors, and this would usually be proportional to how visible your outdoor advertisement would be.


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