There are many brands that made a work of art with their billboards. For example, there was a Coca-Cola billboard wherein they did more than just placing an image of their signature bottle. Instead, they placed their ad in an old building and created an illusion of having multiple straws from different windows. And it seems that everyone was drinking from the same bottle. Their objective was to encourage people to drink — and it worked well. You see, these ideas cannot be translated the same way in digital platforms.
You can only do that offline. You will be guaranteed an audience when it comes to billboard advertising. The location of your billboard ad makes it hard to ignore.
This is contrary to digital advertising, where your ad is scrolled past in less than a second. However, the mere size of billboards makes them hard to ignore. In addition, more people have the power to turn off these pop-up ads online because, quite frankly, it affects the overall experience.
How many people will deliberately stay out of their usual route to avoid a billboard? We say — not a lot! Marketers tend to have a misconception that there is only one form of billboard advertising. But in reality, there are plenty to choose from. Pick the billboard that will work best with your business and the people you are trying to target. Here are some to choose from:. This type shows different ads in one spot. This could be a great option that will allow you to share the billboard cost with other businesses, which is an affordable way to market your business while bouncing back from the pandemic.
Color-changing displays are a great way to capture attention and put the spotlight on your message. With many people trying to limit their time outdoors, using this billboard style will let you maximize your ad spend. This option offers full-motion, full-color, and high contrast images using ambient light to enhance image quality.
For example, you may want to ask yourself how you will react when a new customer proudly announces that he is frequenting your business because he saw your billboard. Will you be pleased or embarrassed? Or is the medium secondary to the outcome? For now, ensure that you can answer these questions in the affirmative before turning to billboards:.
Keep in mind that if the billboard doesn't produce results, you can always discontinue its use, just like any other advertising medium you try for the first time. In all likelihood, Aunt Millie and Uncle Bob came to the same conclusion.
Mary Wroblewski earned a master's degree with high honors in communications and has worked as a reporter and editor in two Chicago newsrooms.
Wroblewski Updated October 19, Does Print Still Work in Advertising? What are the advantages of billboards? Are billboards effective?
Billboard extensions add a three-dimensional element to an otherwise flattened image, with an add-on piece or cutout designed to enhance the billboard's visibility. Digital billboards provide even greater creative freedom.
Huge, and therefore inherently attention-getting the objective of all forms of advertising. Best at displaying simple, straightforward messages that most consumers can easily decipher. Capable of reaching a large and diverse audience, because they are usually placed in locations where they are most likely to be seen. In this way, billboards provide a small business owner with maximum exposure.
This applies especially to motorists who see the same billboards every day on their way to work. Such repetition can deliver value, both in increasing awareness and spurring action.
Try to use the trees, skyscrapers, and cars in your surroundings as part of your story-plot. This can make the billboard and brand much more impressionable to those who see it and can make your business go viral.
Instead, they positioned their advertisement in an old building and gave the impression that numerous straws were coming from different windows.
Everyone appeared to be drinking from the same bottle. Thus, making the perfect use of the surroundings. Images attract attention and are easier to concentrate on while driving. Use an attractive and captivating photo relevant to your brand with a few words to accommodate them while making the most of your ad space.
Lastly, use an image with a minimum resolution of pixels per inch. For instance, this billboard ad by Berger paints has the illusion of a live painter painting the same blue colour of the sky onto the billboard. This exaggeration without words is both interesting and entertaining. Find a unique way to make your billboard ad memorable with a strong message and a clever call-to-action that leaves people thinking.
Billboards with a unique design are the winners. Thus, depending on your business, keep your image choices G-rated and your content clean.
If your advertising leans more on the lighthearted side, use a witty one-liner to make them laugh on their commute to work. Keep your demographic in mind when designing your billboard to better elicit the response you intended.
Additionally, on every billboard, be sure to clearly print your logo and provide a CTA that encourages action right away. Now that we have acquired a fair idea of the nature and usage of billboards, it is time to address the actual elephant in the room: the effectiveness of billboard advertising. Here are some pros and cons of using this form of advertising. These statistics show that even though drivers were busy concentrating on the road, they were still willing to follow up on the concerned billboard message.
Billboard viewers have seen a ton of actionable info on billboards in the U. More than two-thirds of Americans make their shopping decisions while in the car, and more than one-third make the decision to stop at the store while on their way home. It wouldn't be wrong to state that billboards are exceptional marketing tools provided they are used correctly. By correct usage, however, we mean that targeting the specific area where the concerned service procurers are in excess.
Traffic accumulation is an important factor in the effectiveness of billboard advertisements. Moreover, the cost of billboards is on the lower side and the best thing about this form of advertisement is that it is virtually unavoidable, unlike radio or television.
Therefore, to make the most of a billboard advertisement, the business must consider several aspects and ponder each with significant levels of attention. Billboards are cheap compared to other forms of advertisements, and the results can be exemplary if they are used with discretion and marketing intuition.
What advertisers need to do while considering billboard advertising. Is Billboard Advertising Effective? Anand Srivastava. What is billboard advertising? What does billboard advertising cost?
What billboards really do In simpler terms, billboards are like giant posters that are often mounted on select structures for public viewing. What advertisers need to do while considering billboard advertising Advertising products and services on billboards is a relative choice, as there might be individuals who gaze at the mounted structures while driving or quite a few who prefer keeping eyes just on the road.
Based on an independent survey conducted by the AAA American Driving Survey , quite a few aspects determine the popularity of billboard advertising or thereof the lack of it: An average American prefers spending about 20 hours on the freeway, often treading across miles or more.
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