Media buyers have numerous options when allocating ad budgets: TV, Radio, Magazines, Newspapers, Digital Advertising, and more. However, this post will focus on the unique benefits of out-of-home advertising, with an emphasis on Wild Posting®, compared to other media options.
Out of Home Advertising
Out-of-home advertising, including wild posting, allows advertisers to engage audiences through strategic placement and timing. As commute times have risen by 20% since 1980, outdoor ads have become increasingly impactful. Wild posting, in particular, offers unmatched flexibility and affordability, with a media cost per thousand views (“CPM”) of just $3-5—lower than most other media types. Additionally, wild posting cuts through digital noise, staying visible and impactful without being affected by ad blockers or DVRs.
Television
Television delivers a broad and measurable audience, bolstered by Nielsen ratings. However, wild posting has clear advantages over TV:
- TV viewership is dropping, particularly among 18-24-year-olds, who are opting for streaming services.
- DVRs allow viewers to skip commercials entirely.
- TV skews toward older audiences.
- TV is significantly more expensive, with a median prime-time CPM of $25-35 versus $3-5 for wild posting.
Radio
Radio is a common choice for reaching commuters, benefitting from longer average travel times. But compared to wild posting, radio has notable drawbacks:
- No visual component to reinforce message recall.
- Ad clutter diminishes effectiveness, with music stations running 12 minutes of ads per hour, and talk radio airing up to 20 minutes.
- Radio ads cost more, with a median CPM of $10 versus $3-5 for wild posting.
Magazines
Magazines are known for their niche targeting and high-quality visuals, but wild posting stands out as a more efficient option:
- Wild posting doesn’t require the long lead times needed for magazine production.
- Magazines are pricier, with a CPM of $14 compared to $3-5 for wild posting.
- As online media grows, magazine readership continues to decline.
Newspapers
Newspapers offer strong regional targeting, but they struggle to match the advantages of wild posting:
- Circulation has halved since 1990, with further declines in 2016 reported here.
- Newspapers have a CPM of $32, far higher than the $3-5 range for wild posting.
- Ads in newspapers have a short lifespan as most papers are discarded after one day.
Online Advertising
Online advertising is growing rapidly, thanks to its targeting capabilities. However, it also faces significant challenges:
- Premium online ads often cost more, with a median CPM of $10, compared to $3-5 for wild posting.
- Ad fraud remains a problem, costing advertisers billions annually. Learn more about the Feel the Real campaign addressing these concerns.
- Brands risk their ads appearing alongside inappropriate content, as seen in cases involving Nordstrom and Vodafone.
Wild posting excels in reaching audiences affordably, visually, and with high impact, making it an ideal choice in today’s competitive media landscape.
“`
Media buyers have numerous options when allocating ad budgets: TV, Radio, Magazines, Newspapers, Digital Advertising, and more. However, this post will focus on the unique benefits of out-of-home advertising, with an emphasis on Wild Posting®, compared to other media options.
Out of Home Advertising
Out-of-home advertising, including wild posting, allows advertisers to engage audiences through strategic placement and timing. As commute times have risen by 20% since 1980, outdoor ads have become increasingly impactful. Wild posting, in particular, offers unmatched flexibility and affordability, with a media cost per thousand views (“CPM”) of just $3-5—lower than most other media types. Additionally, wild posting cuts through digital noise, staying visible and impactful without being affected by ad blockers or DVRs.
Television
Television delivers a broad and measurable audience, bolstered by Nielsen ratings. However, wild posting has clear advantages over TV:
- TV viewership is dropping, particularly among 18-24-year-olds, who are opting for streaming services.
- DVRs allow viewers to skip commercials entirely.
- TV skews toward older audiences.
- TV is significantly more expensive, with a median prime-time CPM of $25-35 versus $3-5 for wild posting.
Radio
Radio is a common choice for reaching commuters, benefitting from longer average travel times. But compared to wild posting, radio has notable drawbacks:
- No visual component to reinforce message recall.
- Ad clutter diminishes effectiveness, with music stations running 12 minutes of ads per hour, and talk radio airing up to 20 minutes.
- Radio ads cost more, with a median CPM of $10 versus $3-5 for wild posting.
Magazines
Magazines are known for their niche targeting and high-quality visuals, but wild posting stands out as a more efficient option:
- Wild posting doesn’t require the long lead times needed for magazine production.
- Magazines are pricier, with a CPM of $14 compared to $3-5 for wild posting.
- As online media grows, magazine readership continues to decline.
Newspapers
Newspapers offer strong regional targeting, but they struggle to match the advantages of wild posting:
- Circulation has halved since 1990, with further declines in 2016 reported here.
- Newspapers have a CPM of $32, far higher than the $3-5 range for wild posting.
- Ads in newspapers have a short lifespan as most papers are discarded after one day.
Online Advertising
Online advertising is growing rapidly, thanks to its targeting capabilities. However, it also faces significant challenges:
- Premium online ads often cost more, with a median CPM of $10, compared to $3-5 for wild posting.
- Ad fraud remains a problem, costing advertisers billions annually. Learn more about the Feel the Real campaign addressing these concerns.
- Brands risk their ads appearing alongside inappropriate content, as seen in cases involving Nordstrom and Vodafone.
Wild posting excels in reaching audiences affordably, visually, and with high impact, making it an ideal choice in today’s competitive media landscape.
“`
