Outdoor is not without its problems. Municipal governments are cutting back on new sites, and the good ones that are available are normally scarfed up early. No marketing plan . Surprisingly, most small businesses don't have a specific marketing strategy, let alone a marketing plan document. Short-term mentality .
Many advertisers are in and out too quickly with their media strategy.
As a result, they get ineffective performance. No upfront planning . Small businesses will make a media buy without investing enough up front in researching the decision and following the results of that research. They think they know their target audience, but quite often they don't. This, in turn, means the media buy suffers from misdirection.