A little while ago, I did some empirical research on outdoor advertising. We travelled round Nottingham photographing every outdoor ad we came across. One thing which we noticed when collecting the data was that many outdoor ads are out of date.
Time and time again we saw adverts for movie’s which opened months before and special offers that had ran out. I’ve been thinking about these and I think the best way to describe them is zombie ads. My guess is that outdoor media owners have some low value inventory where it simply doesn’t make sense to remove ads but people don’t want to use the space that much. So once they’ve put ads up, they get left in place.
This seems like a sneaky way for advertisers to get a lot more exposure for their ads than they pay for.