Outdoor advertising is a highly popular and important part of the media mix. According to Focus Media Research, around 180 million euros were spent on outdoor advertising in Austria in 2008.
The > billboard is the most important outdoor advertising medium. There are currently around 60,100 surfaces in Austria (measured by 24-sheet format). By far the most common formats are the 16-sheet and 24-sheet formats followed by the 48-sheet format.
One of the strengths of the billboard is its good assessability by the > PWÖ (Plakatwertung Österreich, an organisation that evaluates Austrian billboards). To see an overview of the Austrian Market on the basis of 24 sheet billboards, see market in austria.ppt
The following types of billboard are in use: classic, illuminated, back-lit and poster changer (the so-called “poster light”).
The small-format > city light has established itself wonderfully well in towns and major population centres. And no wonder as it is an urban medium that attracts a high level of attention and is visible from a long way away thanks to its back lighting. There is a network of about 15,000 City Lights spread across Austria.
Advertisers also have the option to book > bigboards - large-format advertising. In addition to bigboards, scaffolding provides a steady stream of new temporary advertising surfaces.
As for the reach of public space media, the association > Media-Analyse publishes user figures for billboards and City Lights every year.
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