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Billboard advertising has been around since at least the 1860s, and even though many other types of advertising have developed, including today’s increasingly popular digital online advertising, billboard advertising is still almost everywhere you go.
There’s a reason billboard advertising is still around while other types, such as print advertising and TV commercials, have gone into decline: it works. Billboard advertising, both traditional and digital billboard advertising, remains a powerful way for companies to reach prospective clients, and it comes with several distinct advantages.
However, some may still wonder: are billboards effective in today’s fast-paced, digital world? The short answer is, absolutely. The effectiveness of billboard advertising lies in its ability to capture attention, create lasting impressions, and reach a wide, diverse audience. In this post, we’ll explore the various benefits of billboard advertising and how you can maximize its potential for your business.
Billboard advertising is a powerful tool in the marketer’s arsenal, offering unparalleled visibility and reach. With their impressive size and strategic placement, billboards have the unique ability to capture the attention of a diverse audience, creating a lasting impact that other forms of advertising often can’t match.
Let’s delve into the specific advantages of billboards that make them a smart advertising medium for businesses looking to enhance their marketing efforts.
You’ve heard the saying that bigger is better, and that’s absolutely true in advertising. By nature, billboards are large, ranging from 12’ X 24’ wide and high to 20’ X 60’. This size variety makes them easily visible, even if the styling is somewhat plain and simple. Just the size alone commands attention.
They also capture people’s attention because roadside billboards sometimes provide a change in scenery, especially on rural interstates where there may not be much variety of scenery. Even people who say they don’t like billboards can’t help but notice them, which means the message is getting across.
Good ad design and messaging can also create a strong impression among viewers, and people remember that messaging is much more common than radio and TV ads.
Americans spend a lot of time in their cars. Someone owns and uses their vehicle often or is riding as a passenger in one daily. Compare that to an online ad. Only those who have already chosen to be on that website see that ad. A billboard, then, starts by reaching more eyes and a more diverse audience in terms of age, demographics, income levels, interests and preferences, and more.
Also, it’s not just drivers and their passengers who see billboards. Thousands or even millions of pedestrians in cities see them, as do people using public transportation. So do cyclists in cities, suburban areas, and even rural locations.
Billboards, therefore, reach beyond the target audience to audiences that might otherwise never have taken a look. And now, back to that bit about how much time we spend in cars: American drivers drive an average of 25 miles daily. That’s not only more opportunities to see billboards; it’s also more billboards to see. People with the same daily commutes may see billboards on their daily travel routes as many as ten or more times a week.
That increased exposure helps promote your branding, build knowledge and trust in your business, and create a lasting impression of your business.
Billboards are not just about reaching a wider audience but about consistent, repeated exposure. With strategically placed billboards on high-traffic routes, the same individuals will see your advertisement multiple times. This repetition strengthens brand recognition and ensures that your message sticks. Over time, this high frequency of visibility helps build a strong association with your brand in the minds of consumers.
Compared to other forms of advertising, such as TV, radio, and digital ads, billboards offer a cost-effective solution with a high return on investment. Once the initial production and placement costs are covered, billboards provide ongoing exposure without additional spending. This makes them an attractive option for businesses looking to maximize their marketing budget while achieving substantial reach.
Billboard advertising offers a unique platform for creative expression. With billboards’ large canvas, advertisers can think outside the box and use eye-catching visuals, bold text, and innovative designs to capture attention. This creativity makes your advertisement memorable and enhances the overall impact of your marketing campaign.
Maximizing the effectiveness of your billboard advertising involves strategic planning and creativity. Billboards are a significant investment, and they can yield impressive returns with the right approach. The following strategies highlight how to make the most of your billboard campaigns, ensuring your advertisements reach and resonate with your target audience.
Advertisers will pay extra for a strategically located ad. Examples of this include full-page ads in the front section of a newspaper and Super Bowl halftime and first-quarter ads. Many more people will see those ads, so the extra cost is worth it to advertisers.
Billboard advertising can use strategic location as well. Here are a few examples, both general and specific:
By creating an impression, billboards make it more likely that you’ll remember or recognize the business when you actually see it, even if you’re not actively looking for it. And because that impression already exists, the person who saw the billboard is more likely to make a purchase, come inside, etc.
Billboards also appeal to our impulsivity. Say it’s a hot summer day and you see a billboard advertising a homemade ice cream shop. There’s an excellent chance you’ll suddenly find some cold, delicious ice cream appealing, and you’re more likely to stop when you get there!
This is why restaurant and hotel billboard ads often depict things like a huge, juicy burger or a smiling, comfortable sleeper with head resting on a fluffy pillow.
One key to maximizing the effectiveness of billboard advertising is keeping your message clear and concise. Given the brief amount of time drivers and pedestrians have to read your billboard, it’s crucial that your message is immediately understandable.
Use large, easy-to-read fonts and focus on a single, compelling call to action. Avoid cluttering the billboard with too much information; aim for a powerful visual impact that communicates your message at a glance.
An eye-catching design is essential to grab and hold passersby’s attention. High-contrast colors, bold graphics, and simple yet striking images work best. Incorporate your brand’s logo and colors to enhance brand recognition. Remember, your billboard’s visual appeal is what will make it stand out among the myriad of other ads and roadside distractions.
Ensure that your billboard content is timely and relevant to your target audience. Seasonal promotions, upcoming events, or time-sensitive offers create a sense of urgency and encourage immediate action. For example, a billboard advertising a winter sale with a countdown to the end date can spur on-the-spot decisions from viewers.
It is vital to maintain consistent branding across all your marketing channels, including billboards. This consistency helps build brand recognition and trust. Ensure that your billboard design aligns with your other advertising materials, using the same colors, logos, and messaging style. Consistent branding reinforces your company’s identity and makes your campaigns more memorable.
In a digital world, there are also digital billboards. One of the advantages of billboards that are digital is that they can be more eye-catching, especially in a world accustomed to digital displays. They also allow more creativity. In addition, digital billboards provide more flexibility than traditional static billboards, and it’s faster and easier to change a design or update your message with a digital billboard.
Types of digital billboard options include:
A billboard installation cost isn’t cheap, but with all the benefits we’ve already looked at and all the research showing that billboards are highly effective, most businesses have come to realize that billboards are worth it. They may even pay for themselves over time.
The benefits of billboards extend beyond immediate visibility. Once installed, billboards require minimal maintenance and continue to deliver your message 24/7. This continuous exposure ensures that your brand remains top-of-mind for potential customers, making the initial investment highly cost-effective. Additionally, the durability of billboards means they can withstand various weather conditions, ensuring long-term use and sustained impact.
If you now find yourself asking, “How can I find a billboard installer near me?” then you might want to give Formetco Digital a look. We build top-of-the-line digital LED billboards in multiple sizes. Compared to other digital billboards in the industry, ours are brighter, more energy-efficient, longer-lasting, and cheaper to operate. They also come with 10-year warranties for your peace of mind. Finally, we offer financing programs, so getting a tremendous digital billboard doesn’t bust your budget.
Formetco Digital is proud to be among the leading billboard manufacturers, delivering quality and innovation in every product. For a quote, to get more details about the benefits of digital billboards, or for answers to any other questions, contact us today!
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