Billboards are a form of outdoor advertising that have been around for more than 100 years. Thus, we have plenty of statistics on billboard advertising we would like to share.
The primary purpose of a billboard is to promote a product or service by displaying an image or message large enough to be seen from the road, on a vehicle, among various other ad inventories.
Although billboards are no longer limited to paper posters, they are often still referred to as “billboards”, and can be found in many places where drivers might stop or slow down, including gas stations and rest areas along highways and roadsides throughout cities or rural areas.
Statistics on Billboard Advertising
The first point to consider is that billboards are the most common form of outdoor advertising. They can be seen from a distance, and they can be located in areas where people who aren’t driving will encounter them. Even if you don’t drive by them, you may walk or bike past one on your way to work or school. Here are some other statistics on billboard advertising worth considering.
#1: 71% of people surveyed about billboard advertising stated they had viewed at least one while driving.
Billboard advertising is so successful because they are seen by millions of people every day. This makes them one of the most cost-effective methods of reaching large audiences quickly and easily across a wide or local geographic area.
According to a 2009 study of US adults 18 or older, ninety-eight percent have either driven or ridden in a vehicle in the past month. The same study found that 71% of travelers look at messages on roadside billboards. Even more impressive, more than 37% of traveler’s look at an outdoor ad each or most of the time they pass one, according to the study.
#2: Billboards make up less than 3% of all North American advertising spend
Statista records that of the $297 billion USD spent in North America in 2021, a mere $7 billion are due to billboards.
Billboards have been considered an effective way to advertise for more than 100 years, and unlike other forms of advertising, their effectiveness has not diminished over time, even if the advertising industry is moving towards digital experiences.
#3: Advertisers in the North America saw a 12% dip in ad spend in 2020, but hit back with 16% growth in 2021
Like many industries, the COVID-19 pandemic affected businesses, persons, lives, and loved ones – including in Billboard advertising. In 2020, the industry contracted 12% when compared to the previous year. However, 2021 saw a jump in demand of 16%, exceeding pre-pandemic levels.
For reference, during the same period (2020-2021), digital advertising spend across North America increased by 19%.
#4: Billboard advertising works for multiple interests, intents, and buyers
89% of those surveyed consider billboards to be an effective form of advertising. Billboards are used by companies, politicians and even small businesses in order to promote their products and services.
According to Forbes, billboards ability to serve a variety of messaging in highly localized ways encourages the following:
- 58% of billboard viewers learned about an event they were interested in attending.
- 58% of billboard viewers learned about a food establishment they would later visit.
- 56 % of billboard viewers actively engaged in conversation about something funny they saw on a billboard
- 33% of billboard viewers were reminded to watch a favored TV program.
- Roughly 30% of billboard viewers took note of a phone number or web site address on a billboard.
#5: 13% of survey respondents state that they are most likely to remember billboard ads when they are driving along an interstate highway
One of the greatest challenges facing billboard advertising is finding a way to maximize exposure while keeping costs down. In order to do this, it’s important to understand the best places to put your billboards and how they’ll be most effective in each location.
In the US, Interstate highways are some of the busiest roadways in existence; according to data from the US Department of Transportation, about 200 million Americans drive along interstates every day.
Given the pure volume of traffic along North American interstate highways, billboards can reach millions of individuals – some multiple times a day
#6: Buying decisions are made everywhere – especially when travel or commuting is involved
A US National In-Car Study in 2009 found that billboards command attention and increase a desire to make a purchase.
- 72% of billboard viewers frequently or sometimes shop when going home
- 68% of billboard viewers frequently or sometimes make shopping decisions in the car
- 38% of billboard viewers make the decision to stop at the store while on their way home
- 24% of billboard viewers say they were encouraged to go to a particular store that day
- 32% of billboard viewers, instead of going that day, visited the retailer within the week
One of the best things about billboards is that they are highly visible and in a public place where people are likely to be traveling. This means that you can reach consumers who are out and about, moving from one place to another.
Billboards also have a long track record of being an effective form of advertising. They have been in use for more than 100 years, which means that there’s plenty of data on their effectiveness over time. This makes them far less risky than other forms of advertising because you know exactly what you’re getting into when you choose this type of marketing strategy as part of your overall campaign strategy.
If you’re looking for an effective way to advertise your products or services, then billboards might be just what you need!
bMedia and Billboard Advertising
While some may argue that billboards are an outdated form of advertising, it’s important to remember how influential they can be. While there are many forms of media available today, billboards are still one of the most effective ways to reach a large audience and make an impact on their purchasing decisions.
As a local leading media company, our goal is to provide advertising vehicles that make your message get through to your target market in order to solidify your brand image and/or increase your sales through impact, quality, innovation, and distinct services. We have specific statistics on billboard advertising within the Puerto Rican market that will prove just how cost effective billboard advertising can be.
Contact us today to learn more.
