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Behind OOH’s Strong Third Quarter

Spending Rises 4.3 percent, well ahead of other traditional media

Out of home ad spending appears to be immune to many of the problems dogging other traditional media of late.

While newspapers, magazines, radio and even now television are struggling to hold onto advertising dollars, OOH revenue is going up.

That continued in the third quarter when advertising spending increased by 4.3 per cent over last year, according to the Outdoor Advertising Association of America. Spending hit $1.71 billion and it marked the medium’s 22nd straight quarter growth. By contrast, Kantar media estimates overall ad spending was down by about 4 percent in the third quarter.

There are three main reasons for OOH’s continued health compared to other traditional media. The first, and mot notable, is that unlike print and broadcast, OOH is not seeing advertisers flee to digital. Standard Media Index, which tracks ad spending on the part of 80 per cent of U.S. agencies, notes that the impact of digital on OOH has been minimal. Most advertisers are not shifting budgets out of OOH to the web. Instead they’re taking that money from other traditional media. According to SMI data for October, OOH barely saw any shift in its budget in the top six ad categories compared to last year. whereas radio for instance saw a decline in nearly every category. And newspapers were off 11 percent in retail alone.

Another Key to OOH’s continued growth has been its ability to integrate neatly with the hottest thing in advertising, mobile. Advertisers can add mobile components to their campaign easily through Bluetooth or QR codes.

Finally, top ad categories increased their OOH spending in the third quarter. Retail, the No. 2 category was up 10 per cent, to 16.4 million, the biggest growth for any top-10 category. The No.1 ( miscellaneous services and amusements) and No 3 (media and advertising) categories were also both up at least 7 percent from last year.

By Bill Cromwell – MEDIA LIFE Magazine

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Artists Win FREE Billboard for a Year!

A New billboard competition will award one creative student billboard exposure for an entire year! We know, from the success of billboards, how monumental this could be for that artist.

A billboard featuring the work of Matt Halm, of Macungie, the People’s Choice Award Winner from the ArtPop 2015 competition. (Courtesy photo)

The ArtPop Lehigh Valley Billboard Program fired up in 2014 and is a public art program focused on highlighting local artists and the roles they play in communities by featuring their work on popular billboards.

The works of six artists are featured on Adams billboard’s for all of 2015.

The cool thing is that ArtPop will add a student contest in 2016, awarding one lucky student the same honor: their original artwork on display on an Adams billboard for all of 2016.

“What is so great about this project is that it teaches youth the professional approach to art and business,” said Diane LaBelle, executive director of Lehigh Valley Charter High School for the Arts and one of the contest judges. “It especially dramatizes the connection between artistic creativity and entrepreneurship in the global world of the 21st century.”

The ArtPop Scholastic Competition will be open to Lehigh and Northampton county high schoolers. But, here at Arizona Billboard Company, we think this should be reproduced in other local areas because of the value it can add to every community.

Source: http://www.lehighvalleylive.com/bethlehem/index.ssf/2015/10/artpop_contest_gives_students.html

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Getting Creative…with Creative!

One of the best ways to get the most out of your advertising dollar is to create a memorable, clever campaign that will leave a lasting impression with everyone who sees your ads. Here are three tips on getting creative – with creative!

1. Extreme Exaggeration
Take the basic idea you want to communicate – your concept – then exaggerate it. Push it beyond reason and reality using copy, visuals or both. An interesting approach is to exaggerate the visual and understate the text, or vice-versa. Simplify your message, the main point you want to get across, into one sentence or visual, and push it…all the way to outrageous!
2. Interesting Character
Your character could be an actor playing a role, or even an illustrated or animated creation. You have total freedom to create and brand yourself – remember that while a “brand character” should represent your brand, in invented character does not…try taking a risk with characters that are outside your brand. Engaging, out of the ordinary characters stand out because they’re quirky, memorable and break through the ho-hum advertising clutter.
3. Problem/Solution
Most everyone has a problem or two – and it could be your product that provides a solution! If your product or service is a problem-solver, start off with what might be the issue at hand. Later in the ad, address how your product/service takes care of the issue – this works particularly well if your business takes care of a big consumer issue/concern.  The bigger the problem, the mightier the impact your one-line solution/image will leave.
Source:  AdCracker.com 9/2015

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OOH Advertising Tops All Media with Consumer Connections Near Point-of-Purchase

Ad dollars spent in Out-Of-Home (OOH) advertising, “positively impact purchase behavior,” according to Jim Spaeth of RealityMine, who conducted a recent study.

The report determined that consumers rarely leave home without their mobile devices…and OOH’s reach, interactive capabilities and captivating messages move consumers to immediately look up and learn more about products and services. Additionally, OOH is more likely to reach potential clients in the hour leading up to mobile activities, consistently outperforming TV, Radio and Print.
According to Jim Spaeth, “OOH is often the first step on the path to purchase…and can secure shopper engagement with an effective hand-off to mobile.” Four out of ten respondents indicated that they had an OOH ad in mind up to one hour prior to engaging in their mobile online shopping action.
Remember…OOH Advertising – whether it’s Buses, Billboards, Benches and more – cannot be turned off, turned down, or tuned out. OOH Advertising is up live and working for you 24/7 to get your message out to potential customers and keep your company branded.
Article from OAAA 9/2/15, reported by Jack Loechner, Center for Media Research

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Billboard Success Tips

Billboards are everywhere and we, most likely,  see hundreds of billboard ads during a typical week, but retain just a few. Who can remember all those ads anyway? We remember relevant ads to us and ads that stand out and communicate well. Outdoor ads and marketers are becoming more competitive and it’s important to know a few rules to make your advertising as effective as you can. We’ve compiled six strategies to ensure your billboard has the highest chance of being noticed, and more importantly, remembered.

1: Billboards need to keep to Six Words or Less. (Yes a web address counts as a word

Most people are on the move when reading billboards and don’t have a ton of time to absorb the message. That gives us around six seconds to read a billboard. Conclusion: six words is all you should use to get your message across. It is possible to increase this a few words depending on location of the board, but as a rule, less is more effective here. Keeping a message this simple is tough, but small paragraphs will not be read so why spend money on crafting a paragraph. That means, if you have a complex brand, product or service, stay away from billboards or have our marketing team craft a pithy solution for your message. We have experience in creating INTERESTING ads that drive traffic to websites for more information.
2: Make a Positive Impact, Not a Huge Distraction.

Billboards are aimed at drivers, bikers, cyclists or pedestrians. This creates a dilemma for the advertiser; get noticed, but be responsible. You don’t want to cause any major, or even minor, accidents. The billboard “Hello Boys” Wonderbra ads caused havoc. Drivers were so attracted by Eva Herzigova’s cleavage that they crashed into poles, medians and even other. So, while distraction is paramount in many ads, there is a fine balance with billboards.

3: Billboards are Not the Best Time for Direct Response.

Billboards covered in phone numbers and website addresses may miss the mark. A hard number to remember or a long website address will not be remembered by 99.9% of the people who actually read the billboard. A billboard is a secondary advertising medium. It’s best as a brand-building and support campaign, but it cannot do all the heavy lifting. We have 800 numbers that will be remembered and we can suggest a web address that will link to your site.

4: More Billboards,  More Better.

One billboard is not cheap. But it’s also not the most effective either. Billboards are a mass market medium, and they need support. We’ve found that you want more than one to get as many eyes on them as possible. Every billboard is rated, called Gross Ratings Points (GRP) . It’s based on traffic, visibility, location and size. This rating gives you a score between 1 and 100. 50 means that at least 50% of the population would see one of your boards at least once a day. If you have only one board, your impact chances are less than if you have three or four. You really want a 100 score, but those boards are not cheap.

6: Show it, Don’t Say It.

Be creative with your billboard layout. A flat billboard is the standard, but it doesn’t have to be flat. You can go 3D, have moving parts and even have your billboard animate. There is no reason that it just has to be a large, simple print ad. You have an opportunity to do something eye-catching and memorable, so do it. If done right, you’ll create additional press, for free. A recent example of that is this simulated crash billboard that got major coverage from multiple news stations. The price of the 3D board was more than the cost of regular artwork, but it paid for itself many times over with PR impressions.

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Experts say Outdoor Advertising Thriving in Digital Age

Category : Billboard Successes

Many companies forget about outdoor media, but when those companies add billboards and other outdoor ads to their marketing campaign they quickly see how successful these types of ads are. Industry experts are saying to all marketeers, Don’t forget about Billboards!

Outdoor media includes Billboards, bus bench ads, poster ads, movie theater ads, car wraps, exterior signage and any other out of doors advertising platform. It’s important to take into account all forms of outdoor ads when looking at product or promotional platforms.

Casey Lamonski, marketing innovator with Five Creative Group in Fresno, says the more pieces a company uses, the more success they will see. Huge companies are investing in billboards because they draw a lot of attention to businesses and services and they will pay top dollar for these spots. These companies include: Google, Apple, Sony, Ford etc. They have entire teams devoted to tracking the success of outdoor ads and they keep investing. That tells marketing directors that billboards work.

Out-of-Home advertising industry hit 1.64 billion in the third quarter of 2014 pushing the bottom line up 1.5%. This is the EIGHTEENTH consecutive quarter of growth for the industry. That’s amazing!

“The trick is to get as many eyeballs on your message as possible.” says Kim Duchscher, sales representative with A List Banners.

Boling Air Media unveiled a 105,000 cubic-foot thermal air ship with a huge billboard on the side. They hover over stadiums and beaches and reach millions of viewers because of the sheer size of the ship. Goodyear Blimp also sells ad at a premium because they record high sales after short flights above huge crowds.


Due to the depressed economy a lot of small businesses dismiss outdoor media but that is a mistake. Billboards are very successful across all industries and are why when a new board goes up, people look.

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Category : Billboard Successes

As far as advertising goes it sometimes is necessary to think outside the box. Billboard Marketing campaigns need to make and impact as well as reach a widest possible audience. And on occasion a company needs to reach beyond a local market to achieve certain goals.

Petroleum Express, a fuel distributor based in Houston, used local billboards for their ‘HELP WANTED’ ads. After a few contracts ran their course and without enough success hiring local drivers it became obvious they needed to think outside their box in Houston.
Tanker Billboard Final-Blue Petroleum Express-1
They hired Arizona Billboard Company to put up billboards around the Tucson Area. They figured Tucson had similar climate and city life and even offered a moving package to entice Tucsonan’s to make the move.

This had very positive results. It became clear that seeking an audience outside a local market is not only beneficial for some businesses, it might be critical.

In 2014, Arizona Billboard company also created a billboard for Crown Pest Control. Their logo depicted a crown above their name. Our designers created a billboard that extend the crown above the borders of the board. This added a visual element to the billboard that captured the eye. It was different enough for passerby’s to look up and say, what is this billboard all about?


That is why thinking outside the box is so necessary in this day and age. Make an impact with your statement. Present it with clarity and focus and your billboard campaign will succeed.

Call us today to find out how we can help!

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The good the bad and the funny billboards

Category : Billboard Successes

Billboards are created by humans and therefore still subject to the Laws of Humanism. The Laws of Humanism state that for every three things a human does right the fourth one is wrong. My wife would tell me that that law is for MEN only but I digress.

Here are some billboards that some would say are just plain, WRONG.


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Category : Billboard News

There are digital screens and there are DIGITAL screens. Large and small digital screens proliferate our world but attention spans are increasingly scarce. Even still, some companies are making a huge bet that one of the biggest digital displays on Earth will capture audiences and make big returns.
The gamble? Check this out: The largest and most expensive digital billboard in Times Square will light up the street on Tuesday night.
The new screen stands a whopping eight stories tall and is almost as long as a football field! In fact, it is as long as the entire block from 45th Street to 46th Street on Broadway. They call the center of the Times Square the ‘bow tie.’ The display has 24 million LED pixels! Giving it a higher resolution than even the best of today’s top-of-the-line television sets.
And it costs more than $2.5 million for a four week contract. That makes the megascreen one of the most expensive pieces of outdoor ad real estate on the market. A digital art exhibition by the acclaimed Universal Everything studio collective will begin the life of the screen on Tuesday. After-which, Google will take over and advertise on the screen through the New Year.
The screen covers an entire city block. Now that’s huge!
“Size matters in Times Square,” said Harry Coghlan, president of Clear Channel Outdoor New York, which is selling the ad space. Last week, as he stood on the corner of 46th Street and Broadway watching test images of skiers and fashion models illuminate the new display, tourists turned their heads to look at the sign, their jaws actually dropping.
“Sometimes it just comes down to wanting to stand out, and it comes down to ego,” he said.
Every day, more than 300,000 pedestrians are estimated to enter the Times Square ‘bow tie,’ where Seventh Avenue intersects with Broadway between 42nd and 47th Streets. New Yorkers typically breeze through, their heads in their phones, but the location is a tourist attraction and the billboards are a part of the attraction. Plus, the attraction is broadcast across the globe during New Year’s Eve celebration and others alike.
“People go to the Grand Canyon to see the most visually stunning natural canyon in the world. They come to Times Square to see the most digitally striking canyon in the world,” said Tim Tompkins, president of the Times Square Alliance.
“The signs really are part of the culture, part of the fabric of the excitement of this city,” Mr. Roth said. “And, by the way, we are in it for the money, and they are an interesting part of our business.”
One of the oldest forms of advertising, billboards are attracting new attention as digital displays allow for new levels of real-time interactivity. Marketers increasingly are deploying new social media and mobile components that allow viewers to engage in activities like broadcasting their faces on a billboard or downloading coupons because they walked past an ad.

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Tech Companies Love Billboards

Tech companies and Facebook pushed the limits of direct to audience ads like email solicitation and Google ads and their marketing came up short. When the company reached out to Billboards, bus stop ads and other out-of-home advertisements they found success.

Boxed.com has an app that sells and delivers wholesale packaged-goods. They purchased subway poster contracts to drive app downloads. Chieh Huang, CEO of Boxed says, “We’ve tried a lot of ROI-based ad networks, and [out-of-home] averages out if you do it right. Even though it is more expensive, we can recoup the costs.”

Out-of-home ads are tougher to track than digital ads but the Boxed study shows that users kept the app on their phones for a long period of time which drove customers to their store in large numbers. They’ve been successful in teaching people to shop from their phones and their brand is gaining momentum.

Paypal, Seamless and Venmo have run successful billboard campaigns as well. The proof is in the contracts. They’ve upped their investment and the only reason why a company would do this is because it works.

Facebook launched its first out-of-home campaign in LA and Chicago to brand Messenger, its new mobile messaging app.
“By using a variety of [out-of-home] creative in our ‘Say Anything Better’ brand campaign, we could be a part of the city landscapes while simultaneously showcasing different messaging for Chicago and L.A.,” said Rebecca Van Dyck, head of Facebook’s brand marketing.
Local businesses can learn from the leaders of industry. If they know the benefits of billboard advertisements, then so should you.