How to organize an outdoor advertising campaign in most Polish villages and small towns? It's quite a challenge, as there's a lack of systematic advertising media there. Set up a new network of advertising carriers? It's as simple an idea as it is absurd, uneconomical and unrealistic (or at least difficult) to implement.

Let's return to the first question and start by recalling the structure of where people live in Poland:

This demographic cross-section and other statistical data show several things:

• only 29% of the population lives in cities with over 100,000 inhabitants,
• over 70% of the population lives in villages and towns with up to 100,000 inhabitants,
• there are only 29 cities in Poland with a population over 100,000 inhabitants,
• the G8 cities (Warsaw, Krakow, Lodz, Katowice, Gdansk, Wroclaw, Poznan, Szczecin), where advertising campaigns are most frequently conducted,
  have only 5.5 million inhabitants,
  which represents just over 14% of the population (extending the area and including metropolitan areas, we can assume it's 11 million inhabitants, which represents just over 28% of the population).

Therefore, with very conservative estimates, over 60% of the population is outside the reach
where outdoor campaigns are usually built. Can an effective campaign be conducted
on billboards for this group, that is, for residents of smaller towns and villages? The answer is YES. You just need to know this group's habits and know where to find them outside their place of residence.

People's habits come to our aid - people want and need to travel. The following breakdown shows what portion of the population travels on main roads between major cities in Poland and how frequently.

The conclusion is simple: 55% of the population travels at least once a month. Only
12% of the population doesn't travel.
Let's look at the graph showing the demographics of travelers:

The distribution broadly aligns with the country's demographic distribution. Another fact stands out: comparing this graph with the first chart, we notice that residents of villages and smaller towns travel much more willingly than those from large cities (except for Warsaw,

whose residents love to travel).

Let's also look at how billboard visibility appears along the roads:

Let's remember one more thing. Advertising along routes is much more readable,
the clutter is much less than in cities, and sometimes doesn't exist at all.

Let's remember one more thing. Advertising along routes is much more readable,
the clutter is much less than in cities, and sometimes doesn't exist at all.

Brief summary.

How can you expand the reach of an outdoor advertising campaign to include residents of villages and small towns
and townships?
By supplementing it with billboards on roads between the largest cities in Poland.

In the above text, I used information from research conducted in November 2012 and April and July 2013 by Millward Brown SA, as well as statistical data from GUS.