Billboard advertising, while an old medium, is a constantly evolving channel that businesses are continuing to use for effectively reaching their audience. The use of computer screens as advertisements has been around for a while but in recent years billboard-size digital displays have reached a new level of affordability. Digital billboards aren’t just for high-end brands with big pockets; it’s time for everyone to consider whether or not digital billboards are right for their marketing campaign. Digital billboards offer a range of benefits over their traditional counterparts and in this article, we’ll look at specific advantages of digital billboard advertising with some examples that show the power of this cutting-edge advertising tool.
Digital billboards can update in real time
Thanks to the internet people have different expectations about how advertising works. They spend hours staring at screens that display advertisements tailored to them. Ads today know our names, our locations, and what we’ve been looking for. Digital billboards might not be able to reach this level of customization, but they can still utilize the latest technology to deliver a timely message. This is one of the major advantages of digital billboard advertising.
Look at this digital billboard advertisement from Target. It’s a powerful reminder of allergy season that utilizes the latest pollen count. It’s a brilliant combination of useful information and powerful marketing that is sure to stand out in a world flooded with advertisements.
Digital billboards can display time-sensitive messages
Have you ever gotten excited by an ad for an event only to realize that its time had already come and passed? Many companies waste money paying for advertisements that will outlive the events they are advertising. Digital ads can cut down on waste by automatically switching over at certain times.
Take this advertisement for the TV show “Hell’s Kitchen” as an example. Traditionally advertisements for a weekly TV show would have to run all week long, even though the show wouldn’t be on six out of the seven days. One of the advantages of digital billboard advertising is that a TV channel advertising on a billboard can make sure that it always advertises the shows that viewers can watch immediately after they see the ad. It’s a great way to increase the ad’s return on investment.
The same digital billboard can display two entirely different advertisements just minutes apart from one another
A traditional billboard can only display one advertisement at a time, and it can take hours of work to transition from an old ad to a new message. This isn’t the case with digital billboards. A digital billboard can be loaded up with multiple messages that it cycles between on a set schedule. Companies that advertise on digital billboards can buy the perfect amount of advertising for their needs and budgets. This means that there’s no reason to pay extra to monopolize an entire billboard if you think you can do just as well sharing the space. Say goodbye to one-size-fits-all ad buys!
Digital billboards can convey a sense of urgency
Most people are procrastinators by nature. If they can put something off, they will. Companies lose sales all the time because of this. Customers might plan on making a purchase, but they decide to wait until later and end up never spending a dime. To overcome this tendency it’s important to create a sense of urgency, and digital billboards are uniquely equipped for this task.
Just look at this advertisement for Dodgers Baseball. It has a timer ticking down, which can have a big psychological impact on those who pass. It reminds them that time isn’t unlimited, that they need to act quickly if they don’t want to miss their chance to see a game. A traditional billboard might be updated every day, but a digital billboard has the advantage of ratcheting up the urgency with updates by the hour, minute, or even second.
Digital billboards can engage with customers on a grand scale
One of the best ways to ensure repeat business is by building a deeper connection with your customers. In the past billboards used to be a highly impersonal type of advertising but digital billboards can facilitate interaction between you and your customers. Just check out this campaign by Pattison Onestop and Spacing Magazine. They asked for people to tweet out love letters to Canadian cities and then broadcast those letters across the cities. Traditional billboards might have been able to display a single message, but digital billboards can display hundreds of messages a day.
People got to see their own words on billboards across the country, news outlets got a patriotic story to tell, and Pattison’s shopping centers gained plenty of fantastic PR. It’s the sort of marketing-win that digital billboards enable.
The world is moving quickly and billboards need to keep up with the change of pace
Information travels faster than ever in the age of smartphones. Traditional static billboards were invented in a world where news traveled at the speed of the newspaper. Today even 24/7 cable news channels are too slow for media consumers who are hooked into a constant stream of social media messaging. If you want to keep up in this environment, then you need the sort of flexibility that digital billboards can offer.
Advertising indefinitely surrounds us everywhere – it’s on our mobile phones, the radio, park benches, the television, and beyond. Companies now have endless channels to reach target consumers, the next step is determining which type of advertising is best for your business. So, what is the best type of advertising?
To properly determine which advertising route your brand should go with, businesses need to decide where they’ll be able to reach a large number of their target audience, what the costs are for each platform, and how to reach consumers at every sales level.
Advertising in the digital age is an innovative and creative way for companies to reach large audiences. However, ‘traditional’ advertising mediums, such as billboards also prove to be effective in increasing sales and brand awareness.
Billboard advertising is doing particularly well in keeping up with technological advancements and rapid urbanization. Billboards now showcase digital signage and 3-D images – doing a better job at capturing the consumer’s attention in high traffic areas. Because billboards are located in busier areas, they gather the highest number of reactions which result in a proven high return on investment (ROI) for businesses.
There are also endless billboard opportunities for brands and businesses. The USA alone has between 425,000 and 450,000 billboards spread throughout the country. Businesses can choose to place a billboard in a specific location that better serves their niche market and gives them access to a large percentage of their target audience.
Additionally, billboards and other types of OOH advertising can cost-effectively result in higher brand recognition and exposure. The broad reach, sheer visibility, and creative impact of OOH advertising can provide results in large-scale growth for companies.
Other types of OOH advertising Include:
Transit Advertising
Street Furniture
Interactive Signage
Posters
Stunt Advertising
Social Media Advertising
Social media advertising is an obvious route for any brand or business. Social media is being used by everyone, and constantly. Social media marketing strategies use major social platforms such as Instagram, Twitter, Facebook, LinkedIn, Youtube, Snapchat, and even Tik Tok to connect your brand with an audience. This can help build your brand, increase sales and boost website traffic.
Another benefit of social media advertising is that it’s a cost-effective way to build brand recognition. However, this type of advertising doesn’t just end at running an ad online. It involves consistently and strategically publishing compelling content, engaging with followers, and analyzing trends.
Pay-Per-Click Advertising
Pay-per-click or PPC advertising is a type of online advertising structure where advertisers pay each time users click on one of their online ads. This advertising model allows for the businesses running ads to be charged only when someone clicks on their link or ad.
A common type of PPC is the paid search ad. These are the ads that appear when people use online search engines like Google to help them make purchases. For ads to appear on the Search Engine Results Page or SERP, they are subjected to an automated process used by Google and other major search engines called Ad Auction. This software helps determine if an advertisement is relevant and trustworthy to the user’s search.
Other types of PPC include display advertising through banner ads and remarketing.
Mobile Advertising
A well-placed mobile advertisement will give a business a reach up to half the world’s population at any given time. People always have their phones on hand which is why mobile advertising has become a billion-dollar industry. This advertising route can reach people in real-time and creates data that can be instantly tracked, giving your company insights and metrics to specific advertising campaigns.
Although mobile advertising is innovative and efficient, it can interrupt the consumer’s mobile experience, resulting in some frustration. According to a report by HubSpot, 70% of people who use cellphones dislike receiving mobile advertising.
Companies considering mobile advertising campaigns must analyze their target demographic, their specific wants and needs, and determine if carrier costs are worth the investment.
Print Advertising
Similar to billboard advertising, one might assume print advertising isn’t as effective as other digital advertising routes.
However, this is simply false.
The print and publishing industry is continuing to thrive amidst the global digital transformation.
Print advertisements are known to leverage credibility through the ‘halo effect’. Brands that strategically place ads in respected publications are viewed as trustworthy because the reader already has a trust associated with the publication itself.
If your brand is seen as reliable, it can quickly generate leads and increase revenue for your business.
Broadcast Advertising
Television ads are the most prevalent advertising platforms in America. Despite switching to subscription services such as Netflix, fifty-nine percent of American adults still turn to cable broadcast channels for their primary TV consumption.
This advertising medium continues to win audiences across the globe, there’s a reason why we still love and look forward to Superbowl commercials every year. Concise and memorable commercials leave a lasting impression on the consumer’s mind. A good commercial can result in an emotional response from the viewer — whether it’s shock, laughter, or sadness, the emotional factor can help your message sink in more effectively.
Despite its effectiveness in capturing an audience, TV advertising can be costly as they are the most expensive to produce. From creating content to airing the commercial, the costs can quickly add up.
Time is also a factor to consider when choosing broadcast advertising as production may result in longer hours.
Direct Mail Advertising
Direct mail gets noticed, opened, and read. It is also more tangible and personal, which can be beneficial for your marketing strategy. Through direct mail advertising, companies can also target and personalize their marketing message to increase their effectiveness. A recipient is more likely to open mail personally addressed to them.
Direct mail results in better response rates, increased visibility, and creative opportunities. It is also a familiar form of advertising for consumers and can build trust for less tech-savvy recipients.
Knowing the pros and cons of each advertising platform will result in the best and most cost-effective decision for your business. bMedia Group is here to support you in choosing the most suitable form of advertising for your company. Together, we can increase brand growth and reach unlimited success.
Don’t hesitate to contact bMedia Group for more information on the right type of advertising for your business.
They are, on average, thirty seconds long. But every year, companies vie for those coveted spots. Over time, the cost of a Super Bowl advertisement has skyrocketed.
In 2018, businesses paid $5 million for a thirty-second ad. In 2020, AdAge.com pegged the cost of a single Super Bowl ad at $5.6 million.
Why are they prepared to shell out this money? Over a hundred and eleven million Americans watched the big game in 2018. The year was not unique. The Super Bowl represents 19 of the 20 most-watched TV broadcasts in American viewing history.
Do Super Bowl viewers even watch the ads?
Although DVR has made it possible to flash by ads, most fans watch the Super Bowl live. With live TV, most game watchers use commercial breaks to load up on Super Bowl snacks. However, according to an SI Wire survey almost 18% tune in to the glitzy advertisements.
It’s also been proven that Super Bowl commercials are viewed and shared via YouTube for quite some time after the actual game.
Super Bowl ads are a unique form of entertainment.
While most businesses cannot afford Super Bowl ads, they can learn valuable marketing lessons from the best super bowl advertisements.
Forbes magazine notes Super Bowl broadcasting is the time when businesses get the most extensive viewership. Compare other highly-watched events like game seven of the World Series where commercials cost half a million and the 2016 Oscars where advertisements could be bought for $2 million.
A cardinal rule of a Super Bowl ad is that it convinces viewers to buy their product or increases brand recognition. Other traits that make an ad effective are its entertainment value and its likeability.
The Most Memorable Super Bowl Ads
In 2011, Chrysler paid $12.4 million for an advertisement that saw famed rapper Eminem driving a Chrysler 200 around Detroit. This ad is the most expensive in Super Bowl history. However, it increased the brand of the automobile manufacturer and the city of Detroit. Car sales grew by half and the Motor City became a renewed tourist destination.
Other memorable ads include Budweiser’s “Joust” commercial featuring Bud Knight and his medieval royal subjects who shout, “Dilly Dilly” when offered beer.
Microsoft’s “We All Win” highlights the story of their efforts to help mobility challenged individuals by launching an adaptive video game controller. The ad that shows the challenged children using Microsoft’s new adaptive video game controller gets high marks for both emotion and civic responsibility. The ad encourages clients to buy from a company that proves it cares about its customers.
Awards go to the Tide ad of 2018. The storyline has nothing to do with the detergent. However, the actors sport very clean clothes. At the end of the plot, the voice-over says, “It’s just another Tide Ad.”
Newcastle, a popular beer, launched a call to encourage brands to pool resources for one big ad. It tells the tale of a couple celebrating their new home with Newcastle beer. Their walk through the new house features other brand logos among paintings and family photos. Featured in their unpacking are appliances and entertainment devices.
The 2010 ad, “Keep Your Hands off My Doritos” tells the funny story of a narcissistic man meeting his new girlfriend’s son. The kid warns his mother’s suitor: “Keep your hands off of my momma. Keep your hands off of my Doritos!” The ad is hilarious and relatable. The catchphrase is repeatable.
In 1999, Budweiser’s award-winning commercial focuses on a man answering the phone while watching a big game. His friend asks, “Wassup?” The man responds, “Nothing. Just watchin’ the game and drinkin’ a Bud.” The man’s roommate walks in and yells, “WASSSSUPPPPP?” The phrase echoed among game-watching beer drinkers for a decade.
Pepsi’s 1996 commercial to the tune of Hank Williams’ “Your Cheatin’ Heart” depicts a Coke delivery guy helping himself to a Pepsi. The moral: Even Coca-Cola employees love Pepsi.
Apple’s 1984 ad pays tribute to Orwell’s 1984. Men are marching in straight lines. On a giant screen, the leader tells them, “We are one people, with one whim, one resolve, and one cause.” A woman wearing bright clothing and wielding a hammer explodes the screen. The ad concludes with an announcement of the Macintosh computer. The ad is a tip of the hat to Apple’s innovative ideas.
Apple’s ability to think outside the box is mirrored in Volvo’s 2015 Super Bowl ad that one-upped its competitor by giving away a car.
One of our all-time favorites is Coca Cola’s 1971 ad that features Italian hills as the backdrop of the young adults from several countries singing, “I’d Like to Buy the World a Coke.” The ad demonstrated the relatability of millions of people around the globe who enjoy Coca-Cola. The ad embraces both diversity and world peace.
Slated to be a crowd-pleaser in the 2021 Super Bowl, the Doritos ad features Old Town Road rapper Lil Nas X.
How Can Your Company Create a Memorable Advertisement?
If you check out the best Super Bowl advertisements through the decades, you will discover that they have some common features.
These advertisements tug at your heartstrings. They leave you feeling happy, sad, proud, optimistic, or hopeful. Their storylines build a lasting emotion. They make you laugh or cry. They create nostalgia.
Some of the most memorable ads acknowledged popular literature, music, or culture. Their story weaves through the life and times of America. Using the most effective technology available at the time, memorable ads help viewers relate to what is going on in the world around them.
The ads with the most appeal are ones to which viewers can relate. People celebrate family occasions. Children conquer a handicap. A boy protects his mom. People reach out to their aging relatives. Viewers know what it feels like to walk in their shoes.
We can’t all afford multimillion-dollar ads.
However, the best Super Bowl advertisements have valuable lessons.
Whether you choose to build brand recognition through TV ads, radio spots, magazine ads, or outdoor advertising, you can learn effective marketing strategies from Super Bowl ads.
Advertising surrounds us everywhere we go, whether it’s in our homes, cars, or even outdoors. With the advancement of technology, advertising has become even more effective, as it is easier to measure the results. We can collect data on the number of viewers, impressions, clicks, and so on. However, how do we measure outdoor advertising, such as billboards? Out-of-home advertising has survived centuries of advertising methods and is still evolving. In this article, we will explain how to measure OOH advertising and why it is worth investing in it.
What is Out-of-Home Advertising?
Out-of-home (OOH) advertising refers to any advertising that people come across while they are outside of their homes. It includes advertisements on billboards, in transit stations, on public transport, and at other outdoor locations. According to the Cambridge Dictionary, OOH advertising is a form of advertising that people see or hear while they are out and about. It is worth noting that this form of advertising is a significant contributor to the advertising industry, with approximately 29 billion dollars being spent on out-of-home advertising each year.
Types of Out-of-Home Advertising
The Out of Home Advertising Association of America (OAAA) has identified several types of outdoor advertising. This category is quite broad and encompasses numerous types of advertisements. There are many excellent examples of OOH advertising from around the world. As a result, it is easier to divide OOH advertising into four primary categories:
Billboard-Type Advertising
Street Furniture
Transit
Place-Based OOH
These advertising methods are widely used by businesses to reach out to their target audience and enhance their brand visibility.
Why Use It?
Almost everyone encounters out-of-home advertising, whether it’s during their commute, while running, or shopping for groceries. According to the OAAA, individuals spend around seventy percent of their day outside of their homes, which makes them highly susceptible to outdoor advertising during a significant portion of their day.
According to a study conducted in 1975 by the Institute of Outdoor Advertising, which was later changed to the OAAA, the name recognition of the current Miss America increased by an astounding 940 percent when it was advertised on a billboard. This demonstrates the significant impact that out-of-home advertising can have on the average consumer. Billboards currently dominate the landscape of outdoor advertising, accounting for approximately 65 percent of all examples.
Another important facet is that out-of-home advertising has the advantage of holding a captive audience, since unlike many digital ads, billboards and other outdoor ads cannot be closed.
Measuring the Effectiveness of OOH Advertising
Measuring the effectiveness of out-of-home (OOH) advertising has been a difficult task for many years, just like with other types of advertisements. Nonetheless, several techniques have been devised by companies to assess the success of outdoor advertising, demonstrating that it is a highly effective way to promote their business.
Traffic Data
Out-of-home advertising is typically placed in areas with high traffic, which guarantees a large audience for any advertisement. According to the American Driving Survey conducted by the AAA Foundation for Traffic Safety, the average American driver spends approximately fifty minutes behind the wheel each day. The survey also revealed that drivers collectively traveled over 2.6 trillion miles in 2016 and 2017, with these numbers representing an increase from previous years. This suggests that more people are driving longer distances, indicating that out-of-home advertising will only become more prevalent over time.
In 2009, the Arbitron National In-Car Study found that 98 percent of U.S. residents aged 18 or older traveled in a car over the previous month. It was also found that 71 percent of drivers looked at billboards they passed along the road. This shows that an enormous amount of eyes glance over billboards each day. Another finding was that viewers retained the information from billboards, including going to a restaurant or watching a show because of one.
Return On Investment
Another way businesses are measuring the effectiveness of billboards is by checking the Return On Investment (ROI). ROI is defined as a performance measure used to evaluate the efficiency of an investment. The research found that for every dollar spent on billboard advertising, nearly six dollars were generated in profit.
Giant companies like Amazon and McDonald’s have found that an overall increase in sales often follows advertising through billboards in a particular region. A company in Phoenix, AZ found that after campaigning using billboards, 64 percent of consumers reported learning of them through their OOH advertising, leading them to keep investing in outdoor marketing.
Unique Advertisements
Companies have also started to use specific phone numbers, QR codes, and custom landing pages to evaluate how well their advertising is working. By placing a phone number only found on the out-of-home advertisement, a business can gauge exactly how many people have found them because of that exact ad.
The same can also be done with a unique QR code and digital tracking. A custom landing page for a company website found only on an outdoor advertisement also helps a company calculate an ad’s performance. Another example of this is displaying a distinct slogan only found on an out-of-home advertisement and analyzing how often those words pop up in a company’s analytics.
Case Studies
Over the years, many case studies have been conducted to show that out-of-home advertising is a viable way to grow a business and increase sales. In 2019, the Nielsen Out of Home Advertising Study found that 33 percent of their interviewees looked up a website because of an out-of-home advertisement. It was also found that close to a quarter of the interviewees talked about an advertisement that they had seen away from home with a friend.
At bMedia, we understand that measuring the success of OOH advertising campaigns can be complex. However, we are confident in our ability to demonstrate the lasting impact of our campaigns on the marketing industry. Let us show you tangible results that speak to our expertise and enthusiasm for this field.
OOH Advertising Trends
Today, virtually any outside space can be transformed into some sort of OOH advertisement.
There are new forms of media emerging all around us, such as car wraps, murals, art installations, and digital signage. Out-of-home advertising no longer ends with static billboards and transit posters. Thanks to the digital shift, it has become incredibly innovative. Digital billboards, street furniture, light shows, and transit signage are now lighting up metropolitan areas all around the world.
Digital signage offers more flexibility than traditional static billboards. It can display moving images and interactive content, which is great for catching the attention of passerby-ers and making a greater impact. Additionally, digital signage allows for multiple ads to be displayed on the same medium, with some ads programmed to change at specific time intervals. This variety keeps viewers engaged and receptive to your ad’s message.
Geotargeting and Mobile Integration
Mobile integration paired with an out-of-home advertisement is known to bring impressive results for any business strategy. Billboards are now using geotargeting technologies that allow companies to generate data that points them to the right demographic, the right location, and the right times to display their advertisement. By targeting the right audience, there is a better chance of a conversion.
Geotargeting delivers content and advertisements to consumers based on their geographic locations. This could include geographical proximity to a mobile billboard or proximity to a store, and etc.
Analytics and data surrounding your marketing campaign ensure adequate media planning. Another benefit to geo-targeted ads is that it allows companies to track and monitor their campaign’s performance.
Interactive Brand Communication
Interactive advertising can be experienced through store displays, kiosks, and digital signage everywhere. It encourages consumer participation, allowing them to provide feedback and become part of your ad’s dialogue.
Because these types of out-of-home advertisements are incredibly innovative, consumers are excited to engage with the ad, increasing their conversion and ROIs. These types of advertisements are eye-catching and can become an experience in itself for the consumer.
Through the use of hashtags and interactive games, the consumer becomes involved in the ad, making the branding process more compelling and effective.
Brand Storytelling
Storytelling is a way for brands to create a human connection with their audience. An advertising campaign with a capturing narrative can impact the subconscious, ultimately creating a relationship between the brand and consumer. A consumer-brand relationship is important because you want to have dedicated consumers who’ll remain loyal to your product or service.
When storytelling with OOH ads, brands can design billboards or digital displays that tell only a part of the story, leaving consumers wanting and waiting around for the next saga of your campaign. This creates excitement and hype around your campaign, which later translates into increased ROI and brand awareness.
Increased Budget and Investment for OOH Advertising
The arrival of smartphones saw companies turn more to mobile and web advertising, thinking out-of-home advertising was a thing of the past when in fact, OOH advertising has seen steady growth since 2012.
Many companies are catching on to the reliability and growth that OOH ads can bring and are increasing their budgets for this form of advertising. Out-of-home advertising represents a large portion of advertising spending. In 2017, OOH advertisements represented $29 billion across key markets globally — some of the companies spending the most on OOH advertisements include Apple, Google, and Amazon.
Additionally, major companies such as Netflix and Alibaba are investing big in outdoor ad companies as out-of-home advertising formats are becoming increasingly valuable forms of commercial real estate.
SMART Advertising
Consumers are becoming more and more tech-savvy every day, resulting in more of us relying on our smart devices more and more. There are smartphones, smart TVs, smartwatches, and beyond. It’s no question that almost every technological device is transitioning to SMART technology, and it’s the same for billboards and other outdoor signage.
We are now seeing the integration of billboards and SMART technology, known as SMART billboards, which can further increase the visibility of your brand.
Some features of SMART billboards are:
Built-in cameras and computer databases.
Analytical tools that can pull information from databases and social media to change visuals on the billboard in real-time.
Using social media apps like Instagram, Facebook, and Twitter to provide relevant content that engages the consumer.
Providing live updates on weather and traffic.
Built-in sensors to trigger ads.
Personalized content based on consumers’ reactions and activities.
High-tech LED lights and sound systems.
The steady growth of out-of-home advertising is driven by its adaptability to change and global digitalization. This dynamic advertising strategy demonstrates that “traditional” advertising methods are still relevant in today’s market. If you want to maximize your marketing strategy, it’s wise to include billboards and other forms of out-of-home advertising.
OOH Advertising Examples
A key innovation in the OOH advertising space has been digital OOH advertising. While there are many digital billboards that could be considered effective OOH advertising examples, the best comes out of New York City. Times Square is saturated with digital billboards that play video advertisements nonstop. Digital OOH ads manage to combine the bright colors, movement, and sound of ads like TV commercials with the size and unblockability of traditional OOH ads. The result of this is a new, hybrid advertisement that blends the benefits of multiple forms of advertising.
Billboards
Billboards are one of the most common forms of OOH ads. Because of how many billboards there are worldwide, it can be difficult to make a billboard ad that stands out. You aren’t sure if drivers passing by will notice it. To solve this, effective billboard advertising should be creative and memorable.
One company that’s done a great job with its billboard advertising is Apple. In 2015, Apple launched its “Shot on iPhone” campaign. The campaign offered iPhone users the opportunity to capture images on their phones that would then be used on billboards, commercials, and other ads. Apple’s Shot on iPhone campaign displays the importance of engaging consumers and being thoughtful with image selection.
Another fantastic billboard example was a Formula toothpaste billboard in Indonesia. This remarkably creative advertisement shows a man whose teeth are so strong that he is literally ripping the billboard off of its supporting structure. This billboard is a wonderful example of using creativity to stand out.
Posters
Posters are another extremely common form of OOH advertisements. Because of their small size and widespread use, it’s extremely important to design a poster that will immediately stand out. Eye-popping colors and creative images will help ensure that your ad will be noticed.
Some tips for effective poster advertising include:
Create the poster to cater to a specific audience
Use your brand’s color scheme
Include a call to action
Pick high-quality images
Use text sparingly; include only the information that consumers really need
Airports
Airport advertisements are a subset of place-based advertising. Many companies consider airports a gold mine for ads. They are a fantastic place to either stick with traditional billboards or posters. You can also utilize other aspects of airports, such as conveyor belts, to create incredibly unique advertisements.
One example of creative airport advertising is at the Venice Marco Polo Airport. The Casino de Venezia decided to turn a baggage collection belt into a life-sized roulette wheel. This fun, unique advertisement did a fantastic job at keeping people engaged during an otherwise mundane activity of waiting for your luggage. In addition, the Casino reported that visits increased by 60% after installing this advertisement.
Another interactive airport advertisement was installed in the Tokyo Airport in anticipation of the 2020 Summer Olympics. The Tokyo airport turned an entire airport terminal into a running track. This incredibly creative advertisement is a great example of utilizing the entire airport to promote an event.
Street Furniture
Street furniture advertising is most commonly seen at bus stops or on benches. Advertising on street furniture can be a great way to engage those walking by. Nike is well-known for its creative and thought-provoking advertisements, and its ads on street furniture are no exception. In one example, Nike placed its iconic swoosh logo along with the word “RUN” on a bench in Madison Square Park in New York. They then removed the seat of the bench. This simple yet eye-catching ad, combined with the action of removing the seat, is memorable and perfectly aligned with Nike’s message that everyone is an athlete.
Transportation
Advertising on public transportation, such as buses or subways, is also extremely common. Many people on public transportation tend to be bored. They are looking for some form of entertainment while they travel.
Startup mattress company Casper realized this, and developed a riddle campaign in the NYC subway system that simultaneously entertained riders while advertising their product.
The riddles they put up engaged subway riders, which helped ensure that their advertisement and company would be remembered.
These are just some of the most effective OOH advertising examples, but there are plenty more!
OOH Advertising with bMedia
Looking to increase your company’s profits? Consider investing in OOH advertising. With a creative and memorable campaign, you can attract more customers and increase your bottom line. And if you’re advertising in Puerto Rico, there’s no better partner than bMedia, the island’s top OOH media and advertising company.
We’re passionate about helping your business succeed, and we’ll work closely with you to ensure your ads are effective and memorable. So why wait? Contact us today and let’s get started.
Billboard advertising effectiveness has never been in question. That’s one main reason we still see billboards even today, after being around for so long.
With the emergence of social media advertising and other digital marketing trends, some may consider that outdoor advertising is past its hay-day. But that misconception is largely unfounded.
In fact, with the rise of the digital age, billboard marketing may even be more relevant and effective today. Not to mention, the measurables and key performance indicators alike are easier than ever to track, like impressions, reach, etc.
With ever-developing effects, such as digital screens, 3-D figures, or different structures, the concept of the billboard and why it works remains the same. Companies should instead consider the billboard as a key (if not main) method of advertising and a staple across all industries.
Any way you look at it, billboard advertising works, and its effectiveness has proven itself for decades. Here are some of the top reasons for billboards advertising effectiveness:
The World is On the Move
Over time, countries all over the world have become more mobile. People spend less time at home. Whether enjoying a road trip or travel, commuting to work, or simply seeking a new experience, the citizens of the globe are on the move. There’s always somewhere to go. Are you in their path?
All that time in our cars adds up, and advertisements placed roadside where travelers and commuters can see them are sure to be noticed.
Drivers are a Captive Audience
Drivers’ eyes are on the road, but their eyes can also fall upon the large, visually appealing billboards by the roadside.
It has always been true that drivers are a captive audience and it is becoming even more true with harsh legislation banning texting and driving, as well as driving while distracted tickets rolling out every year.
While drivers can turn down the radio or subscribe to a completely ad-free channel, they jeopardize their very safety by taking their eyes off the road. With very little else to safely distract them, chances are they will spend a few moments peering at that billboard.
And, unlike other advertising mediums, outdoor ads cannot be turned off, hidden, or thrown away.
Billboards Inspire New Ideas
An effective billboard for a restaurant, attraction, or even a unique shop can generate instant sales for travelers who are looking to explore a new area. Some billboards for certain products can be seen actually right outside the storefront!
With a growing culture of exploring off-the-beaten-path and seeking unique experiences, a well-placed billboard that provides directions to an unusual spot can generate instant sales.
This makes a billboard a surprisingly cost-effective method of advertising, as well. Although the original billboard itself can be pretty costly to design and erect, if placed effectively, it will more than make back its cost in sales.
Advancements in billboard technology have also added a new dimension to billboard advertising effectiveness, with the ability to display multiple ads throughout the day.
Brand Repetition & Exposure
High brand awareness lies in repetition and exposure. While a tried-and-true marketing strategy, may help your brand awareness efforts, doing so is not only expensive but also increasingly difficult to get noticed (unless you dish out some major cash on ad platforms).
Billboard advertising is the only marketing media where the advertiser has full control of the ad space. The ad has constant exposure – no other media allows your message to be displayed 24 hours a day, 7 days a week. It’s is a powerful marketing tool.
If what audiences see in your billboard makes them laugh, inspires them, reminds them of a positive memory or any other avenue of emotional connection…you’ve probably secured a loyal customer.
Let’s face it– today’s consumers are constantly barraged with advertisements in print (maybe not as much these days), online, over the radio (again, starting to see less of this too), commercials on television, and even on social media. And because you probably typed in something like, “Billboard advertising effectiveness” into Google, you’ll probably get some more ads (not from us) delivered to you with that message.
With a constant stream of sellers courting each consumer, a very particular method of selection based on an emotional connection has emerged. Think about it: if an advertisement can charm you or make you laugh in the few seconds it takes to view it, don’t you think more positively about that company?
The same concept applies to billboards and works in Out Of Home (OOH) advertising better than many other advertising avenues. You have a captive audience guaranteed to glance over your billboard for at least a few seconds, think about it while they drive, remember the visual, and engage in their mind.
Impact & Creativity
Billboard marketing is big, bold, colorful, and creative.
With all the technological advancements and swirls of advertisers globally, companies are encouraged to top one another in creativity and thinking outside the box. Consumers have come to expect this and celebrate it.
For example, Chick-Fil-A is just another fast-food sandwich stop, isn’t it? Wrong.
Chick-Fil-A is a globally recognized brand for a myriad of reasons, including their top-notch customer service, good works, and their famous billboards.
The second you glimpse a familiar black and white billboard in the distance with hand-painted splashes of red, you know what you’re looking at. That’s even before you see the 3D cows posed in a variety of amusing positions, or the humble red Chick-Fil-A logo. The cows “vandalizing” the billboard has become an expected and creative part of their advertising strategy, and to look at their earnings, we think its’ working. You know exactly what their message is and the creative aspect of cows delivering that message is the difference – “Eat More Chikin.”
So if you are looking to stand out from the crowd, reach people faster and more effectively, consider billboard marketing in your arsenal and budget.
If you’re interested in outdoor advertisement opportunities in the Puerto Rico area, there are plenty of options and areas from which to choose. Contact bMedia to learn more.
Billboards have stood the test of time. While they have evolved and adapted to an ever-changing ad climate, it is still considered one of the most traditional and classic ways of advertising. However, as technology, ad placement, and digital media continue to advance, what does the future hold for billboards? Here’s our prediction on the future of billboard advertising:
Why Choose Billboard Advertising?
Billboard advertising has always been an effective medium for building brand awareness. Located in busy areas, billboards get a lot of foot and vehicular traffic. They offer businesses opportunities to broadcast their products and services. They are a good means of launching new products and advertising special events.
Compared to other advertising techniques, return on investment in billboard advertising is by far the best marketing investment for your business’ advertising dollars. Billboards generate nearly six dollars for every dollar spent on them.
Americans spend almost nine hours a day engaged in outdoor activities. They are a ready market for outdoor advertising. For them, outdoor marketing is inevitable. They can’t turn it off. They see it consciously and subconsciously. Logos, slogans, and images stick with them.
Studies show that almost forty percent of drivers consciously look out their windows at billboards as they are driving. Nearly sixty percent say they learned about a brand, a new product, or an event from a billboard ad.
One in four people go to a restaurant, explore a new business, or purchase a product on the same day that they saw it advertised on a billboard.
The Evolution of the Billboard
Billboards are not a new form of advertising. The first American billboard is believed to have been erected in the 1830s. It was created by Jared Bell to advertise circus acts.
By the 1860s, businesses purchased outdoor space for billboard displays. These billboards were often huge colorful hand-drawn and hand-painted creations.
Major Milestones
First Billboard
The first twenty-four sheet billboard appeared at the Paris Expo. After that, twenty-four sheet billboards became the usual size.
Increased Traffic
With the introduction of the Model T Ford, owning a car became affordable. Roads and highways to accommodate drivers’ cars quickly became the chief means of transportation in America. It naturally followed that billboards sprang up along these well-traveled thoroughfares.
During the twentieth century, 49,000 miles of The Interstate Highway System connected states on safe and efficient roads. This made billboard advertising even more appealing.
Characteristics of Successful Billboards
Less is more. Because the target market of billboards is drivers and walkers, billboards have ten seconds to get their message across. So, they have to keep their words to a minimum.
Catchy slogans and memorable graphics are vital. Using only a few words, billboard advertisers need to explain their product and how it is going to impact the potential customer. Further, they need to convince the viewer that their product is better than its competitors.
Like real estate, the location of billboards is crucial. Brands need to be where thousands will see them each day.Billboards should be visible from a distance. The message must be neat and legible font enough to be read from a long distance. Billboard should be where they can connect with their target market.
Color choice is also important. Catchy, bright, vivid colors get billboards noticed. Color also stimulates various viewer’s emotions. It carries with the subconscious association to various things and characteristics. Billboard colors should be eye-catching, bright, and vivid to grab the attention of its audience.
The Future of Billboard Advertising
Today, billboards cost only 7% of advertising dollars. Yet they have the highest return on investment of any advertising medium.
Even though times have changed, there is still a future for the billboard.
Ten years ago, billboards were seen as outdated. However, the online marketing boom has changed all that.
Billboards have become, once again, the hottest marketing medium. Look around you. You will see ads for Apple and Google on huge fourteen-foot-by-forty-eight-foot vinyl sheets. Companies like Netflix, Everlane, Airbnb, Asana, and Twilio occupy building walls, subway cars, bus shelters, and park benches.
They are owned by over a thousand advertising businesses that rent them out on a weekly or a monthly basis.
More companies are focusing on feelings and emotions they want their brands to elicit. Today’s advertisers want an emotional reaction from their viewers.
Technology is changing rapidly. This will change the look of billboards.
Technological advances are also becoming cheaper. Ideas that were cost-prohibitive a year or two ago are now affordable.
Smart Billboards
Digital billboards are now being replaced by smart boards. These smaller digital screens are starting to appear in bus shelters, shopping centers, and other high-traffic areas. Smart billboards can be placed on any flat surface anywhere.
Where digital boards could be ignored, smart boards are reactive.
They change the content on the screen based on information about the viewers.
In the future, billboards and digital screens will make use of such technologies as cameras, radar, infrared, and antennae. These will provide the data to see and react to their environment.
How can bMedia Help?
There are a lot of reasons for choosing bMedia billboard advertising.
Our company, stationed in Washington state, is an international provider of outdoor advertising.
The company provides traditional, digital, and trivision marketing alternatives.
Our outdoor marketing specialists use the latest technology to design a billboard that is unique to the needs and wants of each client. Our experienced professionals will help you create a billboard that will attract your target market. Together, you will decide on a format and location that will make your brand recognizable and desirable.
Using today’s technological advancement, our billboards are highly individual in both form and content. We’ll help you customize your billboard to deliver an appealing message to your niche market.
Give us an opportunity to demonstrate why the interest in outdoor ads increased by almost 5% last year.
We’re so sure you will be delighted by our compelling billboards that we’re offering a free trial.
For more information on how to make outdoor advertising an effective part of your brand recognition or to inquire about a free trial.
Advertising on billboards has been around for decades and there is more than one reason that it’s still an effective way of communicating your message, product, or brand. We’ve put together our top benefits of billboard advertising.
What is Billboard Advertising?
Billboards are best described as large posters. Since the time of the ancient Egyptians, billboards have been used to advertise goods and services.
Advertisers have paid to get their message on display in large outdoor advertising spaces. Billboards aim to attract the attention of pedestrians and motorists who regularly pass by them.
Billboard advertising uses a large print. The message must be read and understood in seconds. Thus, advertisers often include images that elicit emotions. The intent of billboard advertising is to market a company, a brand, a product, a service, a special event, or a campaign.
What are the Benefits of Billboard Advertising?
Billboards have captive audiences
Billboards usually appear in high traffic areas.
This includes cities, along busy highways, on buses, near airports, near arenas, or on building walls. The aim of billboard advertising is to get viewed by large numbers of riders, drivers, or walkers.
NorthAmericans spend 17,600 minutes in a car. That works out to 300 hours per person annually. Viewers are a captive audience.
Viewers pay attention
People DO look at these roadside advertisements.
Research shows that 75% of the people to drive, ride, or walk by these billboards consciously look at billboards when they are driving or riding.
There are many billboard opportunities
Billboards are a popular advertising medium.
In the USA alone, there are 350,000 billboards. Opportunities to erect a billboard along a highway, atop a building, on a wall, on a park bench, or on the side of a bus abound.
You can match the location to a niche market
Because billboards are everywhere, you can select a location where traffic includes a large percentage of your target market.
Billboards create brand awareness
If you are trying to get increased traffic to your website, billboards are not the most effective advertising medium. Nor are billboards apt to increase the number of visits to your store.
However, billboards excel at getting and increasing brand awareness. Here is why. Most people see the same billboard many times. Thus, they remember your brand.
Catchy, witty, or memorable images or slogans offer a great way for potential customers to learn about your business.
Later, when they want your product or service, they will remember they saw your billboard ad. Your brand will be engrained in their minds.
Billboards have changed with consumer preferences
Billboards aren’t a one-size-fits-all advertising medium. Billboards have changed with the times. For example, eight thousand American billboards were digital by 2019.
Viewers are mostly amused and engaged by billboards
A costly Super Bowl ad is over in seconds. Radio and television ads run an equally short time. Magazine ads depend upon subscribers and readers paying attention to the ad as they flip through the magazine. The cost of your billboard ad guarantees it is played not just a few times a day but all day every day.
Billboards provide repeat exposure to your ad as passersby have a regular route. They see your ad at least twice a day five or more days each week.
Less is more
The billboard’s message is short. It has to be read and understood in the time it takes to pass by. Research has shown that these images and/or catchphrases stick in the viewers’ minds. The most effective billboard ads reduce the message to one compelling phrase or image.
Billboards have a wide demographic
With billboard ads, your company can reach a wide variety of customers.
And you can do this one advertising tactic. Instead of spending your advertising dollars on several types of ads, you can touch many types of target customer groups. Moreover, you don’t have to research which niche market to target. You don’t have to spend your advertising dollars and time attempting to reach potential customers. By using billboard ads, you may even find potential buyers in areas undreamed of.
Billboards have a high return on investment (ROI)
Because billboards are located in such busy areas, they have the highest number of views and reactions to any marketing strategy. Billboards have a proven high return on investment.
Research has shown that for every advertising dollar spent on billboards, the return on investment is almost six dollars.
Billboards will never go out of style
Despite new forms of advertising, billboards are here to stay.
As long as people drive, walk, bike, jog, or run to work or to run errands, they will remain a target market for billboard advertising. Billboards will always capture a part of advertising budgets.
Even in unusual times like a pandemic, people will still go out—if only for curbside pickup. During their drive to pick up preordered items, drivers will see and remember billboard ads.
Billboards appeal to all ages
If you doubt the effectiveness of billboards to even young children, you need only drive by billboards advertising mouthwatering foods, toys, or an event like a circus. Research has shown that children recognize ads for the “Golden Arches” before they can even talk.
The child target market is a powerful one. Smart marketers have learned that at a very early age, children build brand loyalty. Thus, advertisers strive to foster a relationship with the youth market.
Billboard advertising reflects changing attitudes
The first electronic billboard was installed in 1904 in New York City. It advertised whiskey. Since that time, there have been—and will continue to be—changes in product, services, and styles of billboard advertising
As times change, products and services that appeal to the consumer also change. So, too, do the billboard styles, messages, and images.
Urbanization continues to grow. Thus, billboards will expand, enlarge, and become more technically attention-getting.
There is a trend toward more interactive billboards. Advertising spaces have become increasingly responsive and flexible towards audiences. These new interactive billboards will appeal to the niche market with personal, engaging messages based on carefully researched information about their habits, interests, and consumer preferences.
New advertising trends will focus on what the consumer wants; what he needs; his shopping times; product appeal.
For more information on how to find the right billboard and location for your business, contact bMedia Group.
Billboard advertising uses a large print advertisement to market a company, a brand, a product, a service, or a campaign. Billboards usually appear in high traffic areas in cities, along highways, on buses, or on building walls where they are seen by large numbers of riders, drivers, or walkers.
All About Billboard Advertising
We see them everywhere in every size and color. Technology has changed them but they are still an in-your-face type of advertising that not even social media can surpass. Here are some things you might not know about billboards.
They’ve been around for thousands of years—even before newspapers. An obelisk advertising a runaway slave was set up in Thebes, Egypt.
Electronic billboards are not as new as we might think, either. They’ve been around for a century. In 1904, a billboard pioneer, Oscar Gude installed the first electric sign in New York City. It advertised whiskey.
The largest billboard is in Madrid. At 5,265 square meters, it is the size of twenty tennis courts or an American football field. It weighs as much as a male hippopotamus.
New scented billboards appeal to sight and smell. A North Carolina grocery store billboard erected a “smellvertising” billboard with a grilled steak aroma.
Many factors determine the cost of billboard advertising. These include the size of the billboard, its location, traffic volume in the area, and estimated viewership Billboard advertising costs are usually monthly. They may range from $250 on a rural highway to $22,000 in New York’s Times Square.
The world’s most expensive billboard is in Times Square. Google paid $2.5 million to rent the billboard for its debut. The cost was $625,000 a week. That’s 125 times the average NYC billboard rental. Times Square’s daily traffic is 300,000 people. Google’s billboard was viewed by nine million tourists and New Yorkers that month.
Along with the cost of the space rental, you need to consider the cost of ad design, the creation of the billboard-size advertisement, and the cost of installation.
A successful billboard can be read and appreciated as you pass by. Moreover, it takes viewers on a four-second journey. Since drivers can read only a few words in passing, the message must be the essence of an idea. Text-less messages can be powerful.
Effective billboards interact with their surroundings. Their bright colors and eye-catching graphics build brand recognition and elicit an emotion from the viewers. This is emotional marketing. The best ones for 2019 were selected by Edina.
New Trends in Billboard Advertising
Urbanization continues to grow. Thus, billboards will expand, enlarge, and become more technically attention-getting.
More billboards will be digital.
There is a trend toward more interactive billboards. Advertising spaces will be increasingly responsive and flexible towards audiences. These new interactive billboards will present the niche market with personal, engaging messages based on information about their habits, interests, and consumer preferences.
New trends will focus on the consumer—what he wants; what he needs; his shopping times; product appeal.
What Goes into a Billboard Advertising Decision?
Thanks to digitalization, billboards have become effective advertising tools of the twenty-first century.
Billboards provide multiple “touches”. The number of exposures is important when attempting to convert viewers to buyers.
With billboards, you have a captive audience of riders and walkers in high traffic areas. TV viewers can speed past commercials. Those slick, costly magazine and Internet ads often go unnoticed.
When an individual decides to advertise on billboards, many things determine this decision. Companies have specific goals for their advertising. They want to get the most exposure for their limited advertising budget. They weigh the odds of how many in their niche market will see a billboard, remember its message, and want to find out more about the product or service.
Biggest takeaways from billboards
Billboards are huge. Thus, by their very size, they command attention.
For small businesses with limited advertising dollars, billboards are effective.
Billboards reach a widely diverse viewership.
Billboards can deliver results—if the conditions are right circumstances.
The average American spends almost an hour a day driving or riding.
Three in five Americans learned about an event, a restaurant, a product, or service on a billboard. Of those, three in five later visited the location.
Even expensive billboards deliver a lower cost per impression when you calculate how many people see them.
How Long Does a Billboard Stay up?
There is no one right answer to this question. It depends on several things. Is the billboard still generating new customers? What are your campaign goals? Do you have the budget to continue paying for this ad? Have you measured your return on investment? Are you getting your money’s worth?
If you are advertising an event, the billboard is time-sensitive. After the event, you are wasting your advertising dollars leaving it up.
Is it time to make a change to another location where more of your target market will see your ad? Have you considered switching to a larger ad? Is it time to go digital?
Have you thought about a building wall ad, a bus side ad, or a bench ad?
A general rule is that billboards stay up at least one month. Many campaigns are up for several months.
They’ve been around for so long and continue to be something we see frequently. So why are billboards so effective? Even though many consider billboards to be antiquated, they still comprise a significant amount of advertiser spending.
Billboards may be antiquated, but they are undeniably effective. Due to their effectiveness, a good billboard is an invaluable piece of advertising that can easily lead to greater brand awareness, greater sales, and greater profit.
You Can Place A Billboard In Areas With Heavy Traffic
The San Juan area, in Puerto Rico, is exceptionally busy. The busiest highway in San Juan sees an average of 286,600 people driving across it every single day. That is a lot of people, many of whom are spending large amounts of time on the road, waiting for the traffic to lessen so they can get to wherever they need to be.
Since billboards are, more often than not, large advertising displays that are placed along roads, they can be set up in areas like San Juan. By being set up within those areas, you are able to convey what you offer to many, many people. So consider the number of eyes on billboards when you ask yourself, “Why are billboards so effective?”
So memorable, in fact, that it not only spreads awareness of your brand and what you are offering but inspires the person who noticed the billboard to follow up and see what you offer.
A Good Billboard Conveys What You Offer In A Compelling Manner
A billboard, if it is well-designed, conveys exactly what you offer in a manner that is genuinely memorable and compelling.
Through the use of images and words – among others, if you’re using a digital billboard – you are able to create unique advertisements that capture people’s attention, showing them what you offer while also entertaining them with the advertisement’s design.
People Will See Your Billboard More Than Once
Just about everyone has a familiar series of routes that they take. Each one of these routes makes it easy for people to get to work, school, home; and anywhere else that they need to go. By placing a billboard on a popular route, it is very likely that those same people will see and engage with your billboard many, many times.
Just over a decade ago, a study known as the “Arbitron National In-Car Study” was conducted. One of the most interesting pieces of information this study uncovered was that around 71% of drivers actively look at and engage with the billboards that they see while driving. Billboards break up the monotony of driving – especially long drives – and give people something nice to see and think about.
You Can Use A Billboard To Advertise Anything
As a form of advertising, billboards are extremely versatile. Much of this versatility comes down to the medium itself, which can make use of unique colors, drawings, words, shapes, and figures; among a plethora of other elements.
Since billboards can make use of those elements, billboards can be used to advertise just about anything. This means that no matter what you offer, you can use a billboard to reach large numbers of people with ease. But, of course, for this billboard to be successful, it must be well-designed and it must make use of an effective billboard marketing strategy.
You Can Place A Billboard Just About Anywhere
Most people, when they think of billboards, think of large, colorful boards that are on the side of a road. That is, generally speaking, quite accurate. But, the billboard medium is so varied and diverse that you are able to not only advertise anything, but you can place a billboard just about anywhere.
Moving billboards and digital billboards are two examples of the versatility that billboards offer.
Why are billboards so effective? Because they’re ever-changing.
Digital billboards are only becoming more and more popular. It isn’t difficult to see why this is the case, since digital billboards allow for incredibly versatile and dynamic advertisements to be created with the kind of ease and efficiency that traditional billboards simply don’t allow for.
For many advertisers, one of the most unique benefits that digital billboards offer is their inherently dynamic nature. Digital billboards can be set up to display jall kinds of unique and dynamic advertisements that make use of videos, various sounds and musical compositions, animations; and a wide variety of other extremely unique elements. Each one of these elements allows for dynamic advertisements that are genuinely distinctive and incredibly memorable.
You Can Change A Billboard Quickly And Easily
A traditional billboard is, essentially, completely static. You can change a traditional billboard, but doing so is expensive and labor-intensive. Because of this, when you set up a billboard with a particular advertisement, it’s likely that advertisement will remain there for as long as you are using the billboard.
Traditional billboards aren’t the only billboards that you can use, though. More and more advertisers are using digital billboards, which can be changed very quickly. If a particular message isn’t working, you can change the message that’s being displayed with the click of a few buttons.
Because of this, digital billboards make it easy for you to respond to what isn’t working, and what is, with the same ease that internet advertising – to name one example – allows for.
Why are billboards so effective? Simply put, they’re large and attractive, they’re in high-traffic areas, and they’re effective.
Technology is boosting marketing practices in amazing ways, but outdoor advertising is remaining as strong as ever. From design to development, creating a successful billboard is slightly more complicated than just drawing the idea on a napkin and getting it made.
It requires a lot of planning, a lot of measuring, and sometimes a lot of tweaking. However, with these billboard design tips, you’ll save budget on design, even if you don’t end up designing the billboard in-house.
Billboard ideas can stem from a variety of factors and inspiration. With a few billboard design tips, you’ll start thinking about the larger picture – not just what’s on the billboard.
Where Do I Start With Billboard Design?
Designing a billboard can be intimidating, especially if you don’t can’t envision what it’ll look like or what it’ll say. How can a designer know what to design if you don’t know what to tell the designer? Start with these main billboard design tips before you even start creating the design.
Every design starts with these main steps:
Step 1. Define the Goals
As with any marketing strategy, don’t just make a billboard for the sake of doing it. You need to decide what you want to get out of your campaign, and then you’ll be able to think of the ideas that will accomplish that. Some billboards advertise a promotion, others announce a new product, and many simply remind consumers of your brand. The respective goal for each of those could be to get customers into the store soon, educate them that there’s a new product available, or just make sure your company is fresh in their mind next time they need to make a buying decision.
Step 2. Market Analysis
Great billboard ideas often start with research and analysis. One of the key aspects of creating a billboard is location. For example, a busy road into an urban center will be seen by many commuters, and one at the entrance to a shopping center will carry a message to customers about to spend money. You can get quite detailed information about how many people will pass by your sign on a daily basis, and thinking about the area where they’re going will help you determine their demographics.
Step 3. Define the Target
Coming up with the appropriate target group is quite similar to setting the goals of the billboard. Outdoor advertising will usually be seen by a variety of people from different backgrounds in various demographic groups, but it’s a good idea to target it to someone more specific. People in a different age group or income level generally have different interests, and speaking successfully to one group is a much better idea than falling short of all of them.
A billboard for the Chevy Malibu used software recognition to identify drivers of similar cars and tell them why this one is better. This is an extreme example, but it shows how the creators were only targeting groups that were interested in certain vehicles.
Step 4. Have a Clear Message
Once you know the goal, target, and location of the billboard, you need to figure out the exact message you want to say. Billboards generally need to be simple and straightforward, so trying to get more than one message across usually won’t work. Don’t tell your customers that your store now has a new brand of shirts and that children’s clothes are on sale. Pick only one, and stick to it – otherwise, they won’t hear either of them.
Step 5. Pieces of a Bigger Campaign
Billboards can stand alone, but they’re generally more impactful when combined with a whole campaign. It’s a good idea to use them to reinforce ads given online, on TV, or through some other advertising medium.
Xbox once made a “Survival Billboard” to advertise a new video game, but it was part of a competition that was streamed online. Even though the sign itself wasn’t physically viewed by a ton of people, it was part of something bigger – and it worked.
Step 6. Get Creative
Once you know what your sign should say, you need to think of a clever way of communicating that. Don’t be afraid to outsource this part if you’re too close to it, but also don’t be afraid to keep it in-house if you have a great idea. It won’t be as noticeable if it looks like all signs advertising something similar, but if it does it in a unique way (like this anti-smoking billboard), people will really engage with it.
Step 7. Keep It Simple
One thing to remember about a billboard is that people usually see it as their going past (often while driving a car), so they only have a few seconds to take it all in. You should use as few words as possible (try to keep it under 6 or 7), and don’t put anything on it that’s unnecessary. Even your logo doesn’t need to be included every time.
Step 8. Avoid Gimmicks
It’s easy to create a silly billboard that people will notice, but it’s worthless if it isn’t your target audience talking about the message you want them to hear. Your design and message have to resonate with your audience.
Reebok recently made a running billboard that’s a good example of successfully using an unusual idea. It wasn’t just a gimmick because it appealed to the competitive nature of its target group, and it followed their new brand concept of pushing yourself to Be More Human.
As with all marketing and advertising, you should measure the results and see how well it worked. For great billboard ideas, plan to continuously update your strategy to match your business goals, and don’t be afraid to reuse the successful elements of your campaigns.
What Makes a Good Billboard Design?
Okay, now that we’ve got the hardest part out of the way, we can actually focus on the design aspects of your billboard. Here are some other billboard design tips to consider to have your brand and message stand out:
Be Consistent
Whatever your message is, make sure you get your story straight. There should be brand guidelines that you follow for all billboards, ads, and creative you produce. Find your identity, find your story, find your voice, and keep that consistent.
Be Bold
The bigger, the better. Be loud. Remember, your audience is driving or engaged in something else, so the easier it is to read and understand your message, the more impactful it is. Don’t be shy, use actionable words like “do,” or “now.”
Be Simple
Your audience doesn’t have time for complicated messages or multiple calls to action. Be clear about what you want your audience to do and how to do it.
Be Authentic
Being genuine and “real” is the best approach. People can sense when you’re not speaking from the heart, so make sure you connect with rhetoric.
