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What do you know about the second fastest growing medium?

Quick – what's the first word that comes to mind when listening to advertising outdoors? Vallas, right? Well … while there is no one correct answer, if the "B-word" is leaving to return when asked about outdoor advertising, you may be a bit behind the times.

Much more than just billboards

Do not get me wrong. Billboards are great – your attention only for its size and outdoor commandos were the star of more than 100 years. But today the star must share the stage of advertising … and billboards are just part of the out of home delivery. In 2008, outdoor advertising is much more than billboards. The industry has grown in size, scope and uniqueness, capturing new users with an infinite variety of ways to capture attention and make a statement.

The landscape is full of trends and ripe with new ideas, and it is no easy feat to stay on top of the best and most opportunities. In fact, you just might need a tour guide.

So little time, so many options

What are they? Well, how much old is it? Let's see – there are banners and wallscapes, building lighting, movie listings, gas station displays, interactive screens projection window mobile caravans scooter, Segway brand equipment, transfer programs, text messaging and Bluetooth programs, video display vehicles, fences wrapped smart cars and walk. And that's just the beginning … is a real smorgasbord out there, but both the opportunity and the problem.

Having options is great but the key is how to mix to give the perfect recipe for successful brand. Like any great chef knows, it takes discernment and only turn right spices a dish from good to great. This is not an exception in the world of outdoor advertising.

Let me give some examples.

Newfangled one on one marketing

A recent program built for American Airlines offers a clear example. AA was looking to spread the word about its new direct route between Chicago and Shanghai and wanted to make a strong impression. So impress us! Ambassadors Brand AA wearing sweatshirts and carrying hand baggage AA took to the streets to personally distribute 100,000 fortune cookies for business professionals with personalized messages as "Non-Stop to Shanghai on American Airlines, a perfect match." In addition, a caravan of motorcycles filled with lit panels through the city's interests bonus and raise awareness. One-on-one large-scale marketing: engaging, informative and certainly unforgettable.

In another example, nationally Insurance wanted something truly unique to launch its "Life comes at you fast" campaign and also the traditional food, which offered buses involved in 14 markets, eye-popping lenticular airport dioramas and a 30-story building lighting in the Nationwide World Headquarters in Columbus, Ohio, illuminating the horizon of more than 350 feet high! In short, this award-winning outdoor campaign was a great success and the client is back on the past three years.

We all know who's on first … but out of the house is the second!

There is no doubt that the Internet is the best medium around but many advertisers are looking for the personal touch and more 'wow' factor that the Internet can offer. And if the customer is always right, we are saying something through the rapid growth of outdoor advertising has enjoyed, even through difficult economic times. It is, after all, the 2nd fastest growing medium. From street teams to interact with consumers at 350 feet high projections spectacular – Everything is out there.

So how I can begin to ask?

Matter Experts

Curiously enough, do not think twice before hiring a personal trainer, a financial planner or wedding planner, but when it comes to how our advertising budgets are spent foolishly think that the expert is not necessary. With hundreds of options to choose from and shrinking budgets, how things happen and it will be better served to find a partner with experience in identifying and implementing the best solutions for you. Not only save you time and money, but your return on investment will rise.

Same size does not fit all, nor should it – not when there are so many colors and flavors out there to choose from!

About the Author

Betsy McLarney is CEO of EMC Outdoor, expert collaborators in designing and executing outdoor media programs that deliver results. She brings the same interest in customer ROI to her advertising partnerships as she did to her investor clients when she served, in a former life, as portfolio manager for Mellon Bank and Wilmington Trust. You may also find articles by Betsy at TalentZoo.com.

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