Although outdoor advertising is commonly associated with ubiquitous billboards, the reality is that outdoor media covers a broad range of advertising opportunities with varied reach and selectivity. From aerial advertising to street furniture and transit advertising, there is a suitable outdoor medium for most purposes and budgets.

Outdoor advertising is grouped into 7 categories:

1. Corporate Sky Signs: these are wall or roof mounted and are usually illuminated in some way.
2. Spectaculars: this is a poster display that is larger than 50sqm.
3. Supersites:these are usually 42sqm, are located on major highways and urban arterial routes, they are all illuminated or backlit and the panels can be rotated to add more flexibility.
4. 24 Sheet Posters: these are the traditional billboards measuring 6.0x3.0m.
5. Transport: this is advertising on buses, taxis and trams.
6. Street & Shopping Precinct: otherwise known as street furniture this group includes bus shelters, kiosks, shopping centres and identilites
7. Airport: this is advertising located within the terminals.

A recent study conducted by Mediacom and the University of Alberta found that:

Awareness of Outdoor Advertising is increasing (33% 1978 -1991, up to 39% in 1992 - 1996).

This has been attributed to the industries efforts to improve site locations, upgrade structures and educate agencies and advertisers about the most effective types of creative.

Awareness levels are not significantly different between men and women but outdoor is seen and remembered by a greater proportion of 16 - 44 year olds, than the 55+ demographic.

Outdoor advertising's ability to sustain awareness over a period time is greater than that of television. The research found that at the end of the Outdoor campaign being studied awareness was about 36%. Six weeks later this had fallen only 1%. By comparison TV advertising showed significant decay in awareness 2 weeks after the end of the campaign.