Outdoor advertising: How to become visible in everyday life
Whether on the way to work, while shopping or during a walk: people who regularly see your face, your logo or your message automatically build trust – even without direct contact. This guide explains how to use outdoor advertising effectively, what matters in design and how to plan the implementation well.
What counts as outdoor advertising?
The term “Out of Home” (OoH) includes all advertising outside the home – anything people see while out and about. This includes:
- Classic formats:
Large billboards, cityboards, advertising columns, construction fence banners, poster walls - Ambient media:
Advertising on beer mats, shopping trolleys, supermarket checkouts, petrol station screens - Transport advertising:
Branded buses, trams, taxi stickers - Digital outdoor advertising:
Screens in train stations, supermarkets, car parks
These formats reach people directly in everyday life – without them searching for information. This makes them ideal for estate agents who want to stay visible locally.
Why outdoor advertising is ideal for estate agents
- High visibility: Your adverts are seen daily – often unconsciously, but regularly.
- Strong local effect: You can advertise exactly where your target group lives.
- Low waste coverage: Especially effective in tightly defined local campaigns.
- Recognition: People remember better when they frequently see your face or logo.
The 5 basic rules for good posters
For your poster to work, it should follow these five simple rules:
1. High contrast
A poster must catch the eye immediately – even from the corner of the eye or when passing by. Use strong colour contrasts and clear design.
2. Strong images
Use images that stand out. People and faces work particularly well because our eyes react to them automatically.
3. Large text
Anything written in small text will be overlooked. Use short statements with large letters – a maximum of 5–7 words per message.
4. Clear message
Choose one main message that is instantly understandable:
“Get your valuation now”, “Sell your property with expert support”, “We know the market in your street.”
5. Less is more
Avoid lists or long explanations. One clear statement per poster is enough.
Practical tips
- Use the traffic-light factor: Many people read posters while waiting at traffic lights – make your design bold and easy to read.
- Choose location & timing carefully: Dark season? Choose illuminated spaces.
Examples: Old Roman advertising boards, modern construction fence banners – the principle is over 2,000 years old and still works.
How to plan your outdoor advertising properly
1. Book early
Popular spaces get booked quickly. Book 6–8 weeks in advance – especially in spring and autumn, when many campaigns start.
2. Check print quality and image rights
Images must have high resolution (300 dpi)
⚠️ All image rights must be secured – posters are publicly visible
3. Find suitable providers
- Large providers: e.g. Ströer, WallDecaux, mein-plakat.de
- Regional providers: often more affordable and better connected locally
4. Define duration and location
- Usual booking periods: 10–11 days
- Pay attention to visibility and lighting
- Not every location is equally good – get professional advice
Task after reading
- Which advertising formats did you already know?
- Which ones have you used – and with what results?
- Which would you like to test in the future?
- Create a plan with deadlines for when you want to implement each measure.
- Note down dates, responsibilities, and preparation times – ideally in a checklist.
Need support?
In the BOTTIMMO Partner area, you will find, for example, the agency solowerk, which supports you professionally with the design and implementation of posters or transport advertising:
https://app.bottimmo.com/partner
Conclusion
Outdoor advertising works – when it is targeted, well designed and professionally planned.
Use clear images, simple messages and strong local visibility. This keeps you in the minds of property owners – day after day.