Because online advertising such as PPC offers metrics, it can be measured in ways that teriary advertising cannot. Indeed, in many ways, online advertising is setting new standards for the ad industry. For the most part, however, the goals of the two mediums are largely the same. Consequently, both online and outdoor advertising share many of the same theoretical strategies and tactics.

In an article at ClickZ, Erik Daffron draws some fascinating parallels between the two industries. Specifically, the principles that they share in common are:

Keep It Simple
[...] pitching your whole message, no matter how important you think it is, might hurt you. Just as your vehicle's speed makes reading past a certain point impossible, so too is the speed of zooming eyeballs on a Web page. [...]

Give Your Message Time To Sink In
[...] don't expect the long-term benefits of branding to be immediately visible in a keyword report. [...] Just as people travel to and from work each day via the same route, people often perform online research in similar ways, using similar search terms many times before they're ready to purchase, download, or click over. Seeing your message repeatedly builds mindshare. [...]

Maintain Your Message, But Change Its Delivery
If people don't realize the ad's no longer in the previous location, they may think the program is larger than it actually is. In this scenario, different locations around town correspond to searches for different keyword phrases, sometimes similar to your core phrases, sometimes not. But what if you don't want your signs all around town? What if you're interested in just those folks along a certain path? [...] keeping copy fresh and changing out every 60-90 days is paramount to continually reaching that target demographic [...] So though your message requires time to sink in, the same message can become stale over time. Even if you have a core set of money terms, it's important to regularly refresh message delivery.

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