Mediafax Talks about OOH

April 19, 2007 - Howard Johnson Grand Plaza Hotel Bucharest

Out-of-home advertising (also referred to as OOH) is essentially all type of advertising that reaches the consumer while he or she is outside the home.

Outdoor products are divided among three primary categories: billboards, street furniture and transit. The most common product in OOH is the billboard. OOH encompasses outdoor advertising but extends to the indoors as well (such as ads in malls).

There are virtually no limits to the shape and size of out-of-home advertising media. The Romanian outdoor market has developed chaotically, without any self-regulation or a supervising authority to hold responsible the companies that breach urbanism plans.

Therefore, there are cases of illegally placed billboards or meshes that do not respect the architectural esthetics of the city. Moreover, Bucharest is laden with huge meshes and billboards, many of them highly deteriorated and most of them abusively located. Last year, Bucharest City Hall announced a pitch for the capital’s street furniture, but the project has not yet been given green light.

Presently, the City Hall is negotiating with representatives of the advertising community, through the International Advertising Association in Romania (IAA), and the Romanian Architects’ Order (OAR) to solve the issue of outdoor advertising in Bucharest.

The Romanian outdoor industry is passing through a series of major changes, such as the exit of the tobacco commercials from this medium.

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