How does billboard advertising work

The cost of billboard advertising depends on many factors including the location of your billboard, the total traffic in the area, and how many people are estimated to see your advertisement.

Each OOH advertising opportunity e. Geopath is a nonprofit organization that uses technology and media research to estimate the weekly impressions of every billboard in the country and give OOH ratings.

OOH advertising companies [e. According to Geopath, there are up to 10 determining factors that make up an OOH rating and, therefore, the cost of each billboard advertising opportunity. You must also consider the cost of designing the billboard as well as printing and constructing it.

Successful billboards take viewers on a journey … even if that journey is a four-second glimpse over the steering wheel. Most billboard designs tell this story with imagery and possibly some text.

In fact, most drivers stop reading after a few words. Use your billboard to convey the essence of an idea or campaign rather than describing it with text. Take a look at this text-less billboard by Samsonite. It tells a story that Samsonite luggage lasts a long time, even longer than a billboard. Drivers or passersby only have a few seconds to get a glimpse at your billboard advertisement. To reach the highest number of viewers and potential customers , keep your billboard design simple.

After all, some people may be blowing by your billboard at 70 mph. Use big, bold fonts against contrasting background colors and avoid narrow, script fonts. Also, choose colors that stand out to viewers. If your billboard is in a rural area, avoid greens, blues, and browns.

Check out this bright, bold and funny billboard by Lamar. So, when I pass by billboards that play on the Cubs or Bears, or make jokes about the wind or traffic, I pay attention. 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.

The fall months usually see an increase in driving frequency with an average of The usual age group that prefers going out falls anywhere between the ages of 30 and 49, with an annual driving average of around 13, miles. How to use billboards effectively In most cases, advertising on billboards isn't an overly pricey affair. Make it short and simple. Use images. Keep your tone in mind. Use emotional advertising. Judging billboard advertising effectiveness 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.

Pros of billboard advertising The issue of attention captivity is sorted out by a billboard ad, as it is usually massive and graphic oriented. Billboards mounted on busy streets make sure that the audience is engaged during periods of traffic jams and monotonous halts. Billboard ads are more like tools for continuously bombarding the senses with an impact. Therefore, if and when installed on a particularly busy route, this form of advertisement is expected to make inroads into the users' minds.

Most importantly, billboards have the ability to reach a massive audience base compared to other forms of advertising.

For a business planning on improving the geographical targeting in regard to marketing, billboard advertisements are great alternatives for a marketing package. Billboards aren't too costly and are perfectly capable of delivering low-cost impressions, as they cater to a massive audience base. Three-dimensional billboards have the capability of portraying a static image as a moving entity that eventually displays different messages across different times.

High-end billboards that aren't typical banners also have the ability to stream content, depending on the marketing plans. Cons of billboard advertising Billboards aren't applicable to a targeted marketing approach, as they are seen by individuals who have different interests and requirements.

This means billboards do not have the capability to taper targets on the basis of preferences. Most billboard spaces come with a rental arrangement, and it often becomes difficult for a startup to bear the costs for a longer period of time, especially if the company isn't making regular profits. 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. What makes billboard advertising unique is how it presents an ad to a maximum number of people without exerting too much effort.

Digital media require the audience to turn to their gadgets to see the ad. For instance, in the case of social media ads, people would have to use the platform and browse to see ads that target them. Billboard ads offer increased consumer exposure minus the added cost. Despite being an affordable route, Top Media says four of the biggest billboard spenders are big ventures that continue to thrive in their fields.

These ventures are Apple, Google, Amazon, and Netflix. What does this mean for marketers? That means you really need to step up your game for your billboard to be noticed alongside those of bigger ventures. One of the advantages of billboard ads is its constant availability. Just look at billboard advertising examples you regularly see during your daily commute. One of the reasons why billboards are still effective is their power to influence and encourage people to purchase right away.

What does this mean? For example, you are on a long drive with your family. Even with a bag filled with chips and soda, seeing a billboard with mouthwatering pizza or menu would make you want to have a pit stop and eat.

Neilsen has published in their report that people trust brands that use traditional channels for promotions. The reason for this is that many people are now aware of how false information could easily roam online. So if they see digital advertisements on their smartphones, the level of trust is not the same compared to seeing it outside. Regardless if you have the best designs for your marketing collaterals online, nothing beats putting a huge billboard outside.

It gives the impression that you are confident and bold enough to expose your brand in the real world. At the height of the pandemic, most people were forced to stay at home. By Kristen R. Captive Audience According to the Arbitron National In-Car Study, edition, the average American spends nearly 20 hours per week in a car — either as the driver or as a passenger. Statistics According to the Arbitron study, billboard advertising is effective.

Buying Decisions Of course, getting a billboard noticed is only half the battle. Effective Billboards While these statistics may reassure you that billboard advertising can be effective, you still have the task of creating strategic, engaging and clever billboard ads that really get noticed. Related Articles.