Forms of outdoor advertising - how to advertise offline?
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17 July 2025
The money that companies spend on advertsy in the public space, prove that this form of promotion still pays off. How can you use it to increase the profits of your business? There are several ways to do it! See if any of them prove ideal for advertising your business!
What is outdoor advertising? What forms can it take?
Outdoor advertising media can be divided into traditional and modern. Some of them are invariably popular, while others are used less and less. So what do entrepreneurs have to choose from? The available promotional methods are:
- company letters and logos;
- signs, posters and billboards;
- leaflets;
- advertising on vehicles;
- banery citylight;
- and other non-standard methods, such as wrapping Paczkomat® machines.
Examples of traditional types of outdoor advertising
In the first group of outdoor (outdoor) advertising, company letters and logos occupy the most important place. They have a key informational function. They let passers-by know which company is located in a particular location and often also what it does. Spatial names and logos also provide a visual identity. It is difficult to imagine an offline business that would be able to find customers by operating in an unmarked space.
Examples of outdoor advertising that continue to find use are banners of all types and sizes. Signboards can serve the same function as names and logos, and therefore be a method of making a company more easily identifiable. Sometimes they are also installed in other places to make it easier to reach. When set up far from the company's premises, they often become a space for the presentation of an offer and therefore advertising. Posters and large-format billboards are used for the same purpose.
Leaflets are another type of traditional outdoor advertising. Nowadays, entrepreneurs are using this form of promotion less and less because its effectiveness has decreased. This is due to the development of the internet and the fact that any person can find information about a company's offer online. However, if the online visibility of your business is not yet adequate, it is worth considering leaflet printing. There is a good chance that they will make your business more recognisable.
Modern forms of outdoor advertising
Attracting the attention of the largest possible audience becomes easier when you use a mobile (moving) form of advertising. It offers a unique opportunity to reach people who may never have had the chance to see our billboard because they live and work elsewhere. It is for this reason that entrepreneurs are choosing to rent advertising space on vehicles.
A type of outdoor advertising and an extension of the poster idea is the citylight, or illuminated banner. Consumers usually encounter this form of marketing message while waiting at a bus stop. Sometimes free-standing display cabinets are also used as a place to present an offer. Thanks to backlighting, the advertisement remains visible after dark, which is a significant advantage of citylights over posters.
An interesting example of outdoor advertising are the boards displayed on the screens of ticket vending machines, parcel machines, ATMs, etc. They cannot be overlooked or ignored, ensuring that the promotional material is seen by all those using the machine. Unlike other advertising formats, the messages shown on the displays are not subject to banner blindness, i.e. ignoring signs, posters, billboards, etc. passed on the street.
Is it worth using different forms of outdoor advertising?
The advantages of outdoor advertising are its visibility and its ability to reach many people. Even a small campaign or even a single signboard can be effective enough. In major cities, there can be hundreds or even thousands of these in a day. Just as many consumers use vending machines of various kinds. If an advertisement stands out, for example in a unique form, there is a great chance that it will stay in the minds of the public for a long time.
Street campaigns also have disadvantages. The disadvantages of outdoor advertising are the lack of targeting of customers and, on top of this, often the need to spend a lot. The message does not reach the target group, but everyone. Of these people, the majority will not be interested in the offer, which means that an expensive billboard hung in a busy location only affects a certain percentage of the audience. Moreover, as there are others in its vicinity, there is a risk that even potential consumers will miss our advertising.
However, if the budget for this type of campaign allows it, it is best to take advantage of all opportunities. In this way, you significantly increase your chances of reaching as many consumers as possible. In addition, the more communication channels you use, the quicker the whole effort will produce the desired results.
InPost outdoor advertising forms - reach your audience in many places
Examples of outdoor advertising show that it is still worth investing in these promotional methods. Helping to increase business recognition is our unique offer. We offer, among other things, the wrapping of Paczkomat® machines and the display of promotional materials on their screens. With more than 21,000 machines already standing, it is possible to reach millions of recipients throughout Poland in smaller towns and large cities with your message. Paczkomat® machines are often located near shops, petrol stations or other frequently frequented places.
We also recommend our machines to retailers sending product samples to their customers. Can you imagine a potential customer finding a sample of your product in the cache of a Parcel Machine? It is possible! Product sampling is one of the advertising options at InPost. Find out the details at inpost.co.uk/advertising or ask for an offer using the form below.
Advertising your company with InPost? Always a good idea!
Take a minute to leave your contact details and we’ll prepare a tailored offer for you.
There are plenty of possibilities:
- Branding on Parcel Locker machines
- Ads displayed on Parcel Locker screens
- Sampling of promotional products
- Banner ads on the InPost website
- Advertising in the InPost newsletter
- Push notifications in the InPost Mobile app
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