ABSTRACT
Outdoor media, also known as out-of-home (OOH) media, refers to advertising that is placed outdoors or in public places. Outdoor media includes billboards, transit advertising (such as on buses and trains), street furniture (such as bus shelters and benches), and digital signage. Support media, on the other hand, refers to a variety of advertising channels that are used to support other forms of advertising or marketing communication. Both outdoor and support media can be effective in reaching target audiences and promoting products or services. Outdoor media can be highly visible and can reach a large number of people, especially in urban areas with high foot or vehicle traffic. Support media can be used to reinforce the message communicated through other advertising channels and to target specific segments of the audience.
However, it is important to carefully consider the target audience and the effectiveness of different advertising channels before choosing to invest in outdoor or support media. The cost of outdoor advertising can be high, and it may not be the most effective way to reach certain target audiences. Similarly, support media channels may be less effective if they are not targeted to the right audience or if they do not align with the overall marketing strategy. Therefore, it is important to carefully evaluate the effectiveness and ROI of different advertising channels and to integrate them into an overall integrated marketing communications (IMC) strategy.
