In the world of advertising, there’s an old saying that stands the test of time: “Out of sight, out of mind.” This principle drives the importance of staying visible to your potential customers, and what better way to do so than through a strategic billboard marketing campaign? As a leading provider of outdoor media solutions in Puerto Rico, bMedia Group presents this comprehensive guide to help you create an effective billboard marketing strategy.
Understanding Billboard Advertising
Billboard advertising is a form of outdoor advertising that provides large-scale promotions usually along highways, busy streets, and other prominent locations. This visibility makes them an excellent way to get your brand noticed.
Cost-Effective: When calculated per impression, billboards can be more cost-effective than other forms of advertising.
Brand Awareness: They’re ideal for boosting brand visibility and building brand identity.
Crafting Your Billboard Marketing Strategy
Crafting an effective billboard marketing strategy involves careful planning, creativity, and understanding of your target audience.
Here are some key steps to follow:
Define Your Goals
First, define what you want to achieve with your billboard advertising. Your goal could be increasing brand awareness, promoting a new product or service, or reaching a new audience segment.
Identify Your Audience
Understanding who your target audience is will dictate where you should place your billboards for maximum visibility. Consider demographics like age, occupation, income level, and interests.
Design Your Message
Less is more when it comes to billboard design. The average viewing time is about 5-10 seconds, so keep your message short, compelling, and easy to understand. Need some inspiration with your overall design? Here are some best practices.
Choose Your Locations
Location is critical in billboard advertising. Pick high-traffic areas where your target audience frequently passes by. For maximum exposure in Puerto Rico, bMedia Group offers a wide range of prime locations.
Set a Budget
The cost of billboard advertising can vary based on the size, location, and duration of the ad. Define your budget in advance and consult with your outdoor media provider to find options that suit your financial plan.
Integrating Billboard Advertising Into Your Marketing Strategy
Billboard advertising should not stand alone but rather be integrated into your overall marketing strategy.
Here’s how you can achieve that:
Consistency is Key: Your billboards should reflect the same message and branding as your other marketing channels.
Drive Online Engagement: Use your billboard to drive traffic to your website or social media platforms. This could be through a call-to-action, a scannable QR code, or mentioning a hashtag.
Track Your Performance: Utilize tracking methods, like unique URLs or promotional codes, to measure the success of your billboard campaigns.
Billboard Advertising with bMedia
In today’s fast-paced digital world, the value of physical advertising channels like billboards can be overlooked. However, a well-executed billboard marketing strategy can deliver significant value to businesses. Whether you’re a local business in Puerto Rico or a multinational corporation, bMedia Group offers the experience and coverage to help your brand make a lasting impression.
Marketing teams are under immense pressure to reach an ever-expanding online audience. The challenge seems impossible, but understanding the best ways to advertise and maximize your reach can make all the difference in achieving success with your campaigns.
With the right approach, you can create an impactful campaign without spending a fortune. Whether leveraging influencers or utilizing social media ads, there are many great advertising and marketing solutions out there – but how do you know which one fits best for your business?
Social media platforms can be one of the best ways to advertise your services or products. Platforms such as Facebook, Instagram, Twitter, and LinkedIn offer a vast array of options for targeting specific demographics— which is invaluable for local businesses looking to increase sales and build brand awareness. Your marketing team stands to gain a great deal from investing some time in developing an effective digital marketing strategy on these social platforms. This component of the strategy can help you reach your target market by leveraging its network effects and algorithms. This accessible method of advertising can make a significant return on your marketing dollars and grow your customer base.
2. Optimize Search Engine Marketing
Search engine marketing can be an incredibly effective advertising method for small businesses.
With the advantage of paid search advertisements, such as those offered through Google Ads, you can get your websites in front of potential customers fast. You’re not merely blindly advertising by using keywords and carefully selecting target audiences. Instead, you can reach customers where and when it’s most relevant to them.
Moreover, a well-activated SEO campaign ensures that even organic results land your business higher up on the results pages, significantly expanding your website’s traffic. This relatively affordable form of marketing provides unparalleled opportunities for any size business to increase website visibility and draw more traffic to its value proposition.
3. Embrace Influencer Marketing
Partnering with influencers in your niche is a great way to increase the visibility of your business and gain exposure to an audience that is ready to engage.
Influencer marketing is highly compelling thanks to the trust influencers have built with their followers, so you can be sure that when they share your message, the engagement rate will be high. This strategy helps introduce your business to new audiences who may not have otherwise been aware of you, making it essential for driving growth and generating leads. Moreover, working with influencers can provide a massive boost to brand awareness that can’t easily be achieved through traditional marketing tactics.
4. Scale Your Content Marketing Efforts
Content marketing is essential for any successful business today— especially when it comes to raising brand awareness.
By creating and sharing valuable and informative content, such as blog posts, infographics, and videos, your business can gain visibility and attract potential customers to your solution. Engaging content promotes brand awareness while providing helpful information that many of your readers may not already know. It’s critical to make sure this content is tailored to your target audience to maximize its effectiveness. Besides helping build relationships with potential clients, creating valuable content also leads to increased viewership, improved SEO rankings, and more sales opportunities – thus driving traffic from marketing leads into your sales pipeline.
5. Boost Your Marketing Strategy With Billboards
Traditional advertising methods, such as print ads, billboards, and local events, are sometimes overlooked when it comes to marketing for small businesses— especially in today’s overwhelmingly digital age.
However, these methods can still be quite effective in reaching a targeted audience. Traditional advertising is an excellent component of a comprehensive and well-rounded marketing plan when combined with digital strategies. By adopting both conventional and digital approaches to their marketing efforts, small businesses have the potential to maximize the visibility of their brand while staying efficient with their budget.
Outdoor media, such as billboard advertisements, can enhance your reach significantly and captivate your target audience visually.
A Nielsen study shows that 55% of people were highly engaged with a digital billboard ad’s message– showing its value in connecting audiences with brands. The billboard strategy can effectively reach more extensive and geographically diverse audiences, giving your business greater control over where you put your advertising dollar. Billboard advertising also has a longer lifespan than other forms of advertising and works by creating repetition, providing potential customers time to view and become familiar with the brand over time.
Personally, we know that billboard advertising is the best way to advertise (and always has been), but we’re a bit biased.
6. Develop Email Marketing Sequences Built for Conversion
Email marketing is an invaluable tool for small businesses to build and maintain customer relationships.
Regularly cultivating an email list with newsletters, promotions, and other pertinent content can create long-term loyalty with prospects and potential clients. Moreover, it’s essential to automate and measure the success of your email campaigns. Using analytics, you can determine who opened your emails and access key performance indicators such as clickthrough rates or subscription numbers. With these results in hand, you have data-driven insights that can help you optimize your time and money-saving strategy for your email marketing efforts.
By focusing on some of these best ways to advertise and increase your reach— from leveraging the network effect of social media to scaling content marketing efforts— you can ensure greater success for your marketing strategy.
It’s also worth considering tactics such as billboards and email sequences to help boost your overall efforts.
Given each of these strategies has its own benefits, it can take some trial and error before you find the right combination for your business needs. But it’s worth investing time and money to explore your various advertising options. With enough marketing knowledge and understanding under your belt, you can put yourself well ahead of competitors using creative advertising strategies that yield substantial results for growing your marketing reach.
Companies use various marketing strategies to engage with customers and attract new clientele. Creating a marketing campaign requires creative thinking and risk-taking. It’s also important to quantify, analyze, and measure your results.
Reach is one of the top metrics to help you make informed, profitable marketing decisions. Not many understand reach and how they can grow it across various platforms. Therefore, it’s essential to learn how to increase reach.
This article will break down what reach is and how important it is. We’ll also explore ways to increase your content’s reach across various platforms.
What Is Reach and Why Is It Important for Content Marketing and Advertising?
Reach is the size of the potential audience for an advertising campaign. It could also refer to the maximum number of people exposed to content. It is similar to how magazines and newspapers measure their circulation numbers.
The content people are exposed to could be blog posts, videos, billboards, etc. Reach is a crucial part of a company’s online presence and covers its opportunities to engage with consumers. Also, reach provides a business with increased sales and consumer traffic.
It connects customers to a specific industry through personalized stories and messaging. Furthermore, you can use reach to quickly determine whether the cost of a marketing campaign is worth the customers it attracts. Therefore, reach is crucial because it helps you understand the impact of your campaigns.
It also helps you quantify the size of your audience and understand if your marketing and advertising strategy is successful. Reach also minimize risks and unnecessary spending. By knowing how many customers you might reach, you can make better decisions on where to focus your advertising efforts.
Reach is vital for content marketing in Puerto Rico because it determines how many people see and engage with your content. Puerto Rico is a small market when compared to several other regions. Due to this, there’s a smaller target audience.
However, Puerto Rico has a high rate of social media usage. Users are equivalent to 81.9% of the population, according to DataReportal. This makes it an ideal platform for content marketing. With the right approach to engagement and reach, businesses in Puerto Rico can leverage social media to build brand awareness while reaching a wider audience.
Tips and Strategies for Optimizing Your Content for Maximum Reach
Optimizing your content can ensure maximum reach, but how do you get it done? Below are some best tips and strategies you can utilize as part of your content strategies.
Write a Great Headline
One of the ways you can optimize your content for maximum reach is by writing a great headline. Your headline does the heavy lifting because it attracts the potential audience.
A great article with poor headlines is worthless. One tip is to add numbers to your headings. Headlines with numbers are more likely to generate clicks than ‘how to’ headlines.
Always Use Attention-Grabbing Visuals
One of the best ways you can optimize content is by adding visuals. Xerox carried out research that revealed that colorful visuals, when placed front and center, make people 80% more likely to read a product guide. Tweets with images also get 150% more retweets than those without.
Make Your Content Interactive
Content doesn’t need to be two-dimensional. However, making your content more interactive will boost engagement and sales. You can create colorful slides to make your message more attractive and easily understood.
Include a Compelling Call to Action
Every content you create should include a call to action at the end. Make it personalized to your audience because targeted CTAs perform better than generic ones. Also, a personalized call to action helps create an emotional connection with your audience.
The Role of Social Media in Increasing Reach
Social media networks help people interact and connect daily. Being present on these platforms helps to increase reach by building trust with potential customers. It enables the brand to become more relatable and likable.
When wondering how to increase reach, using social media to develop more personal relationships with your potential customers is one of the best ways. Social media is also great for receiving and responding to direct feedback. This way, your customers know that you care about what they think.
To distribute and promote your content on social media, it’s essential to be active on various platforms and use relevant hashtags. However, sometimes, you need a boost from others, like influencers. By interacting with and having influencers share your content, you increase reach.
Influencer marketing aims to attract customers from other user-base and entice followers to take a specific action. To properly leverage influencer marketing, pick an influencer that matches your brand. You can also increase your reach on social media through paid advertising.
It is the best option if you want to increase your reach rapidly. Paid social media ads allow brands to target new audiences. It also comes with crucial metrics to ensure more informed marketing decisions. Facebook and Instagram are easy-to-use platforms for paid ads because they run from the same paid platform.
According to Statista, as of February 2022, Puerto Rico had approximately 2.3 million Facebook users, and that’s just one social media platform. The number signifies social media’s importance in increasing reach in Puerto Rico. Therefore, by leveraging social networks, businesses can improve customer communication and foster a sense of community.
Additionally, paid social media ads allow businesses in Puerto Rico to target specific interests, demographics, and interests. This enables them to reach a more tailored audience likely to be interested in their products or services.
The Importance of Email Marketing and How to Build an Email List
Email marketing is a profitable and cost-effective marketing channel that can help you increase your reach significantly. One of the best parts about email marketing is that it is direct; it is a one-to-one connection that can improve brand loyalty. A marketing email can be more impactful than a social media post because consumers can get your message directly.
It is scalable because you can send emails to many recipients, and it is cost-effective. Email marketing drives customer loyalty at every stage, from lead nurturing to conversion, onboarding, and retention. Below are ways to build an email list.
Add Sign-Up Forms to Your Websites: This makes subscriptions easier for consumers. Place it in conspicuous locations where people can easily see it. You can also share forms on social media by including links to your posts or bio.
Use Lead Magnets: Nothing increases reach faster than premium content. Content like reports, infographics, and ebooks can help you build your email list. This means visitors get access to valuable content in exchange for joining your newsletter list.
Use Social Media and Other Marketing Channels: You can make it easy for people to sign up by including a link to your email sign-up form in your social media bio.
How to Engage an Email List to Increase Reach
Once you have an impressive email list, you must engage your contacts and keep them interested. Below are some strategies to engage your email list to increase reach.
Personalize Your Email: Consumers appreciate when brands pay attention to small details and add personal touches to messages. Email personalization helps to build a relationship with customers and prospects. Examples of email personalization ideas include using subscribers’ first names and behavior-triggered emails.
Keep It Brief: Long emails can be overwhelming to readers. Therefore, it has a higher likelihood of being ignored. Therefore, keep your emails brief and to the point.
Use Engaging Subject Lines: The subject line is the first thing readers see. Therefore, it’s essential to make it more compelling. Start by using actionable language and emojis to grab the reader’s attention.
Encourage Feedback: Ask subscribers for their opinions in your email. This helps build a relationship with them and gives you insight into what they want.
The Impact of Search Engine Optimization (SEO) on Reach
Search engine optimization impacts businesses by improving ranking in relevant search results. You can use SEO to bring qualified traffic to your site, which results in more sales, leads, and revenue for your business. A well-designed SEO strategy increases brand awareness and reach.
The question, however, is: how can you increase visibility in search results? Below are some tips.
Create Valuable Content
Content helps to increase visibility in search results. Create content that people want to read and find helpful. Understand your target audience’s characteristics, needs, and intentions and create relevant posts in line with this persona to communicate with them.
Provide the Best User Experience
User experience is vital for ranking high on Google. It also affects visitors’ perception of the brand. A company with good usability on its website will easily win customers’ trust. Factors that affect your audience’s experience include responsiveness, loading speed, and site security.
Use the Right Keywords
Although keywords aren’t the only essential SEO techniques that matter, they’re still vital. Ensure the keywords are well-researched, carefully chosen, and used correctly in your content. Look for keywords with high search rates and low competition. Also, use a combination of short-tail, local, and long-tail keywords.
Get Involved in Off-Page SEO
Off-page SEO includes optimizing your content away from your website. This usually means backlink building, as it tells search engines your site has valuable content to offer. Backlink building can build authority, and you can increase backlinks by guest blogging, creating infographics to be shared, and influencer marketing.
The Benefits of Content Collaborations and Partnerships
Content collaboration isn’t new, but it is a strategic activity that can help you increase reach. Content collaboration and partnerships take many forms, like guest posting, co-creating content, and cross-promoting with brands and influencers. It provides businesses with support across various aspects of their brand.
Content collaboration means combining out-of-the-box marketing ideas to create a piece or several pieces of content. It can involve as many people as you want and offer many benefits for businesses. Some of these advantages include the following:
It Keeps Fresh Ideas Flowing: When you collaborate on content, it gives new voices a chance to develop ideas. It ensures you never run out of concepts or find yourself in a rot.
It Is Cost-Efficient: With content collaboration, you can share the cost of content creation and marketing with your partner.
Increased Reach: It also helps you increase your reach because you’re not only doubling your audience but also reaching a new audience at the same time.
Measurability: Partnerships also help you test and learn how new products and services perform in a new environment.
The Role of Billboards and Their Effectiveness in Increasing Reach
Billboard advertising is quite effective in building brand awareness and increasing reach. They’re placed in high-traffic areas, where they will get the highest views. Also, because people often see billboards, they can easily remember them and associate them with a brand.
Increased Visibility: Billboards are placed on busy highways and downtown areas. This ensures many people see them, increasing brand visibility and awareness.
Targeting: Billboards can target a specific demographic while helping businesses reach their desired audience more effectively.
Creativity: Billboards are also highly creative, which increases their reach and impact. A well-designed billboard with a catchy message can draw attention and create a buzz.
bMedia Can Help You Increase Your Reach
Now you know the various platforms and tools you can use to increase reach. You’ve probably got many questions about how to increase reach and utilize billboards for optimal results. Luckily, at bMedia, we have a team of experts to help you launch and execute an effective marketing campaign.
We will create the best plan to ensure a positive return on your reach objectives. We’ll assist you throughout the journey to ensure your business attains new heights.
Billboards are a popular form of outdoor advertising. They offer a large and visible platform for businesses to promote their products or services to a wide audience. They are also relatively inexpensive compared to other forms of advertising, such as television or radio commercials. Whether or not billboards are worth the investment will depend on the specific goals and circumstances of the business or organization.
Are Billboards Still Worth It?
The cost to rent a billboard varies widely based on its location.
However, the benefits of billboards and the number of potential customers they expose you to nearly always make the cost worth it.
Investing in billboard advertising is a cost-effective way to promote your brand or products with a strong return on your investment.
How Billboards Are An Effective Form of Advertising
Despite the popularity of digital marketing, billboard advertising still holds value in brand awareness and spreading vital information to your target audience, especially audiences who do not have reliable internet access. Puerto Rico has approximately one million drivers on the road each day. In high-trafficked areas, billboards are a proven advertising option.
Billboards Really Work!
The billboard market continues to thrive into the 21st century. The fact is billboards work when reaching a target audience. Regarding elevated impressions, and boosted audience engagement, billboards stand tall among other advertising campaign methods, from other out-of-home (OOH) strategies to in-home strategies.
Advantages of Billboards vs Other Forms of Advertising
Billboards will help your company build a brand image.
Imagine, a stationary billboard at one location that will be noticed by everyone passing by. This will strengthen your product presence in the market as you reach numerous target groups simultaneously.
The size of the billboard makes it impossible not to notice it.
Although your audience may have minimal time to take note of your ad, there will be a high frequency of customers being repeatedly exposed to it.
This results in the ad automatically registering in their photographic memory so they will remember it.
These reasons are why billboard advertising delivers a great return on investment (ROI).
Quick Reference of Advantages to Choose Billboard Advertising
We specialize in strategic campaigns to grow your brand with real-time information from any of our properties, thanks to Vehicle Analytics. This technology allows for gathering information on all the vehicles passing by.
Businesses looking to run a branding campaign to establish consumer awareness and brand recognition will likely leave their billboard advertisements up for six to twelve months.
Proven Outdoor Advertising Options
There are a few options to consider when you’re thinking about outdoor advertising.
Here are some recommendations from bMedia:
Spectaculars: Stand out in the best locations with the biggest displays in the Caribbean
Digitals: Deliver eye-catching, dynamically changing content – great for multiple campaigns at no additional cost
Statics: Choose from over 500 prime Puerto Rico locations to display your large ad 24/7
Medical Media: Capture the specific audience of medical patients as they visit one of our many offices
Zoom Media: Deliver an impactful message to a targeted audience during bathroom breaks
Fuel Ads: Gas up your engagement at our partnering gas stations and have drivers connect with your business at the pump while they fuel their vehicles
What types of advertising media are available to business owners with a message or brand to share with the world?
That is a question almost every company must ask if they want to gain market share, social proof, client testimonials, or other positive outcomes. Why are these essential to success? Once business operators understand the various types of advertising media and how each format can drive clients to their company, they will be able to spur growth in ways they had only once dreamed of.
6 Types of Advertising Media for Every Business
Selecting the types of advertising media is an art and a science. Most companies benefit from a combination of two or more means of spreading the word about their services or products.
That thought can seem overwhelming; however, the expert team at bMedia can help guide you through the process. We can ensure that you are spending every penny in a way that will maximize your return.
Here are six types of advertising media to consider and the pros and cons of each:
#1 – Video advertising (television and digital)
Modern-era video advertising comes in two primary formats: traditional television via cable, satellite, or over-the-air broadcast or digital. Digital includes YouTube and other online video providers. You generally reach people inside their homes.
Television is compelling for many people who find themselves wrapped up in the plots of dramatic and comedy series or the battle on a sports field as they cheer for their favorite teams. During the paid commercial breaks, television advertising reaches a captive audience waiting to continue their favorite programming.
Most homes today have at least one television – many have two or more! Some households keep their televisions on for several hours per day.
However, the number of hours traditional television viewers watch is on the decline due to increased subscriptions to streaming services and internet media like YouTube.
Unlike your national television channels, YouTube enjoys a global audience – meaning that you can sell your service or product worldwide. Their audience is engaged and includes over 2.6 billion monthly users.
What does this mean for companies interested in these types of advertising media?
It could suggest the need to balance the pros and cons of traditional versus digital offerings.
For example, a local eatery would not benefit from a global audience. Conversely, a retailer who can ship worldwide must remember that not all households in Puerto Rico have internet access if they hope to capture local audiences.
#2 – Mass print media publications
Mass print media publications are printed materials, specifically:
Newspapers
Printed magazines
Catalogs
Professional journals
Mass mailings, such as postcards, flyers, circulars
People are visual creatures, and a beautiful print ad can be a powerful statement.
Furthermore, print media publications can target the particular demographics who might be the most interested in your offerings. Local newspapers can help you reach people within a single city or region, while magazines and journals leave an impression on people who share interests or careers. They also have a longer shelf life than digital offerings, with people saving them to refer back to or re-read later.
Mailed-out printed materials are excellent for promoting your brand, targeting leads within a specific geographic area, and creating local visibility.
However, some print media, especially newspapers, are currently experiencing declines in readership. Although many news organizations are remaking themselves to compete digitally, they have been slow to meet this demand and face steep online competition.
What does this mean to those interested in these types of advertising media?
Similar to the conversion from television to internet viewing, a balanced approach, or careful consideration of the goals of your campaign, is necessary when investing in the different types of print advertising media.
#3 – Digital publications
Digital publications are the next incarnation of print media. As homes in Puerto Rico gain internet access, this trend continues to gain steam. Many of your favorite traditional print magazines and journals now offer the digital format for subscribers to carry on their phones or tablets. This method is very convenient for many people.
However, the impressions made on digital media are fleeting; images disappear as users scroll quickly and hop from one platform or website to the next.
What does this mean to brands interested in these types of advertising media?
A blend of digital publications and other media is usually the best option.
#4 – Social media
Almost everyone who has internet access enjoys engaging on social media. It offers an excellent means of reconnecting with family and friends and sharing updates about life.
As one of the fastest-growing types of advertising media, it offers many benefits: affordability, the ability to target prospects based on interests, location, age, or other categories, and rolling out a promotion or making changes to an existing offer with a few swipes and clicks.
However, its affordability means that it is a highly competitive environment, so advertisers must invest in creating the best, most compelling content to captivate users and hold their interest.
What does that mean for businesses interested in these types of advertising?
For your social media marketing to be successful, you must differentiate yourself from the pack – no easy task. It is worth a try, but you should probably also invest in other media. (Don’t worry, bMedia professionals can help you with this!)
#5 – Audio advertising (radio, digital subscriptions, and podcasts)
Audio advertising includes over-the-airwave radio, digital radio channel subscribers, and, most recently, podcasts. Audio formats are accessible to almost everyone – even those who might not have a television or internet. Also, hearing an advertising message several times creates a lasting impression.
However, audio audiences often engage in more than one task at a time. They might be in a car, at the gym, or in their office with a primary focus on other tasks. To make an impression, you need a musical, lyrical, catchy jingle or strong voice to compel listeners to remember your message.
What does that mean for people interested in these types of advertising media?
You have the opportunity to reach people who might not have internet or television; however, you must carefully balance this option with other media.
#6 – Out-of-home advertising
Out-of-home refers to several types of advertising media that reach people as they travel from place to place. They can include banners, blimps, stationary billboards, digital billboards, lawn signs, bumper stickers, videos on fuel pumps, or even skywriting.
These media formats can be affordable and reach a mass and diverse audience. They can be beautiful, visually appealing, and make an excellent and memorable impression.
However, they are less targeted – you cannot segment who will view the message. Therefore, creating an emotional connection that will compel a consumer response is more challenging. That does not mean it is ineffective. For instance, a billboard for a surf shop a block from the beach will catch the eye of thousands of people in the neighborhood.
What does that mean for those interested in these types of advertising media?
If you want to reach large numbers of people, carefully plan the kind of out-of-home advertising – what it will look like and where you will place it – with the bMedia team.
The Types of Advertising Media You Choose Take Careful Planning
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.
The post-COVID landscape is fraught with competition between brands. Businesses with compelling messaging and impactful marketing can identify with their audience and stand head and shoulders above their competition – so long as they know which strengths and goals to amplify, of course. Brand amplification lets you attract more customers and bring together your existing ones, and it’s the key to building long-lasting brand loyalty and customer relationships.
Brand amplification done right makes lasting first impressions on your customers and keeps people thinking about your brand long after you make that great first impression.
Sounds great, right? We think so, too.
To that end, let’s cover what brand amplification is, why it’s so important, how to amplify your brand with billboards, and how to measure your brand amplification.
Brand Amplification: What It Means and Why You Need It
Why? Because it’s easier for a prospective customer to connect with (and trust) an organization that lives out its values authentically. Brand amplification communicates the heart of your brand by highlighting its values, stories, and core message.
Think about what makes your brand stand out from its competitors, what makes it unique, and why what it does is meaningful. These insights are the stepping stones to successfully amplifying your brand. The more insights you have into the core of your brand, the easier you can convey authentic, compelling stories to your audience.
By now you may be wondering, “Do I really need brand amplification to be competitive?” If you want to build an experience that’s consistent across your customer touch-points, then the answer is a resounding “Yes!”
A well-thought-out, articulated strategy for your brand benefits more than just your audience. The most effective brand strategies give your staff members and third-party agencies a brand hierarchy that lets them establish consistency across customer touch-points. From the typeface on your website’s landing page to the logo you use on all your products, articulated brand strategies impact all your key assets.
Above all, though, brand amplification defines the type of business you want to build. It identifies the type of people you want to employ, the values you stand behind, and, of course, the values you adamantly oppose.
Now that you know a little bit more about brand amplification and why it’s so important to have, it’s time to dig into the nitty-gritty of actually amplifying your brand: let’s dive into some ways you can amplify your brand using billboards.
How to Amplify Your Brand with Billboards
In today’s hyperconnected world, it’s true that ads on social media tend to dominate the marketing landscape. The popularity that social media ads enjoy may lead some to believe that billboards are no longer a viable form of marketing – this couldn’t be farther from the truth!
Whereas social media ads are often complex and sometimes vague and ambiguous, billboards are reliably straightforward and simple. There are plenty of ways to build a billboard campaign that’s effective and impactful, but we’ve picked a few tips that you simply can’t go without when using billboards for brand amplification.
1. Keep things simple
When designing a billboard, it can be tempting to cram as much info as possible onto your billboard. After all, you’ve got a lot to say about your brand, right? As great as it is to be passionate about your messages and values, though, too much content on one billboard can make it tough to distill your brand down into a single image.
Rather than include as much content as possible, it’s best for your billboard to concisely convey what your brand can do for its customers. What do you have that your target audience may be searching for? Is there info you think may intrigue someone to find out more about what you offer? These are the questions to keep in mind when building out your first billboards – just remember to keep everything as simple as possible.
If your target audience is mostly in a smaller geographical area, you may also want to consider using locally relevant billboards to get impactful results. Thinking of running a billboard campaign to target an audience in San Juan, for example? Try weaving in something unique to the city that may not resonate as well with the rest of Puerto Rico.
3. Use digital billboards for more dynamic marketing
As much as we love the simplicity and reliability that traditional billboards offer, there’s something to be said about the flexibility that digital billboards provide. Digital billboards let your marketers make things more dynamic since they can run different designs during different times of the day. Want to display one design during the early morning and another after the sun sets? Digital billboards have you covered.
Digital boards are particularly handy if you’re still tinkering with brand logos and product images. You can take a couple of risks using different designs without having to double down on a single board design that’s tied to your marketing budget.
Measuring Your Brand Amplification
Don’t forget that once you’ve taken the above tips to heart, you’ll want to start measuring how successful your brand amplification is. We recommend that you keep an eye on spikes and dips in your website traffic, the number of shares and comments you get on your social channels, and increases in customer phone calls. You can use tools like Google Analytics to monitor the bounce rates on your website’s pages and Facebook to monitor your audience engagement and tie that engagement to recent posts you’ve shared.
Successful brand amplification doesn’t happen overnight; realistically, you can expect to spend at least a couple of months settling into a rhythm and locking down a brand voice you like. Once you find your groove, however, we guarantee that you’ll begin building trust and recognition among your target audience!
Creative outdoor advertising is something almost everyone is subjected to seeing on a daily basis. There’s advertising on billboards, bus stop benches, etc. – it’s hard to miss. There’s a reason so many companies choose out-of-home advertising –it works. It’s been reported that about 29 billion dollars are spent on outdoor advertising each year.
Everyone has seen an outdoor advertisement, whether they recognize it or not. Think about some particular ones that stuck with you. Is it the McDonald’s billboards with the slogan, “I’m lovin’ it” on them? Or maybe the local law firm ad you’ve caught on the back of a bus?
Whatever the product or service is, the content of the advertisement becomes more memorable when you use creative ideas to grab the consumers’ attention. That’s why we feel it’s important to discuss creative outdoor advertising ideas.
Everything you present in an outdoor advertisement, from font to background to color, all affect the consumers’ reaction to your ad. Make the most out of your creative outdoor advertising campaign by using innovative ideas to maximize consumer engagement.
Different Types of Creative Outdoors Advertising
One of the main objectives of Outdoor advertising is to promote your product in specific geographic areas. Types of outdoor advertising include:
Creativity in designing and developing an outdoor advertising campaign is essential to create an impression on the public.
The more attention and identification people feel with your advertising, the more effect it will have on them, bringing you closer to achieving your campaign objectives.
How to Be Creative With Outdoor Advertising
So you’ve recently purchased some time to showcase your product on a billboard. There are millions of ways to go about advertising your product/service, but you want to get through to the largest audience possible.
A multitude of things need to be taken into consideration when deciding what exactly to put on your billboard, including:
Font
Background
Content
Color
By considering all these factors, you can create the optimal billboard to engage the consumer.
Here are some of our top tips for you to keep in mind when creating your campaign.
There have been numerous studies on people’s reactions to the font. Some, like Comic Sans, are often completely ignored by consumers. Others, like Baskerville or Georgia, are known to be more aesthetically pleasing to people, and therefore lead to a more positive reaction. The consensus is that Baskerville, Times New Roman, or Georgia are some of the best fonts to use in an advertisement.The reason these are used heavily is that they are easy to read and pleasing to the eye. But that doesn’t mean your ad has to use these fonts.
Grabbing the consumers’ attention is the driving idea behind a billboard. Consider using other, more bodacious fonts that capture the consumer’s eye. Be mindful of the readability and overall pleasantness of your font, but don’t be afraid to switch it up. Perfecting your font can help conveya powerful message.
Picking a Background
As stated above, you ultimately want your billboard to be noticed. Several words on a white background can work, but they won’t be as noticeable or memorable as other advertisements.
Contemplate using things like a picture of your product or staff to form a bond with the consumer. If advertising for a restaurant, display a picture of the food. When advertising for a hospital, consider using a picture of the staff.
You could also try using an aesthetically pleasing image that relates to your product. Consumers will then associate that pleasantness with your company. Examples could be:
An image of an open road for a motorcycle manufacturer.
A picture of a snow-capped mountaintop for a ski resort.
The background of your billboard should be able to capture the audience’s attention while also maintaining a friendly look. Make it too visceral, and people will look away; make it too boring, and people will never look in the first place. Consumers are more likely to noticea billboard with a captivating image.
Choosing the Right Color
Color plays an enormous part in advertising. Some colors are associated with harshness; others are soothing. Picking the right color for your font and background is instrumental in coordinating a successful ad campaign.
Colors can convey emotion without people realizing it. The science of color, or color psychology, is the study of how color affects the human brain. Marketing companies across the globe use color psychology to create the most effective advertisements.
It’s been reported that 93 percent of consumers center their attention on visual appearance when considering buying a product. The same goes for creative outdoor advertisements. Making a billboard visually appealing leads to higher consumer engagement.
Each color imparts a different emotional response from people.
Red: Elicits strong emotions and reactions. Associated with love, but also with danger.
Orange: Energetic and lively color. Good for bringing attention to an advertisement.
Yellow: Evokes feelings of happiness and energy.
Green: Associated with health and nature. Can have a calming, honest effect on an ad.
Blue: Promotes seriousness and trustworthiness.
Purple: The color of royalty. Consumers often associate with luxury and elegance.
Notice how almost allMcDonald’s billboards use the color red. Yes, it is one of the company colors, but red captures eyes better than other colors.
Curating the Content
Using the techniques above to perfect color, font, and the background will help you to get and keep your audience’s attention. But if the content underneath isn’t up to par, people will forget it.In order to craft the right message, you have to consider what your product or service is. If you have a serious message you want to get out, don’t use jokes. Adversely, if your product is not too serious, think about keeping it light-hearted and playful.
Many companies use jokes or puns to convey a feeling of friendliness with the consumer. This can lead to brand loyalty. Other companies will try to tug at the heartstrings and elicit an emotional connection. Ads like these can often increase response from consumers.
The amount of content needs to be treated with the same veracity as the quality. A billboard should be a quick read. Too long and you run the risk of consumers simply not having the time to read it. Keep your message to about seven words or lower, and don’t use lengthy, hard-to-read terms.
BMedia – Puerto Rico’s Creative Outdoor Experts
bMedia are Puerto Rico’s creative outdoor advertising experts. If you want to grow your business on the island, we’re here to help make that happen. Let our team of experts guide you through the media planning process from beginning to end. bMedia has a wide selection of outdoor media, like interactive billboards, to choose from. On our website, you can click on each billboard type and learn more about the specific advertising format.
One of the most common goals any business has is to increase brand recognition and sales.
While social media, events, and strategic partnerships encourage revenue growth, paid advertising is the best, most rapid way to get the word out about your product or service. And between digital and out of home channels (such as billboards), keeping top of mind awareness has never been more available.
Having a billboard marketing strategy can be a great way to advertise and increase brand awareness—especially for businesses that are launching new products or services.
By placing a large, colorful billboard near high-traffic areas and intersections, you can reach thousands of people at once. This is particularly effective if there are no other billboards nearby; otherwise, your message may get lost in the crowd.
First, find out who your target audience is and what makes them tick. Some questions to consider:
Do they live in the area or are they visiting?
Do they follow the same route to get to and from work?
Is there a unique selling prop that makes your product travel worthy?
What is the age, gender, language distribution in the area?
This will help you determine which type of advertising mediums might appeal to them most. For example, if they’re young professionals living in an urban area with a high population density and common language, then billboards might be a good option for getting their attention.
On the other hand, if they’re rural families not in close proximity to a population center or a travel haven then maybe billboards aren’t quite right to increase brand recognition. Instead, social media, organic search, and paid search (such as Google Ads) may be more relevant.
TIP: Take note of what competitors are doing with regard to advertising via billboards or similar methods that could apply well within your industry—this way you’ll know whether there’s anything better than what you’re doing currently so that it doesn’t take too much time before figuring out new approaches!
Keep it simple
To increase brand recognition with billboards is a constant effort. For more performant copy, create a billboard with simple, exacting messaging. Your billboard needs to be clear and concise, with a message that’s easy for the average person on the street to understand in about two seconds or less. Don’t use too many words, colors, images, fonts or lines (or curves or shapes).
Work with a designer who will help you with the creative process
Working with a designer who will help you with the creative process, is an excellent idea. Designers can help you create a campaign that is effective and memorable. They can also help you stay within your budget while staying true to your brand’s aesthetic. It’s important to remember that not all designers are created equal!
If you’re advertising a new product or service that needs to be explained quickly, consider using an image instead of words to make it easier for drivers who are rushing through their commute.
It’s important to interview prospective designers and consider their experience as well as how well they fit into your team culture before making any decisions about who will be responsible for managing your billboard campaigns in the future.
Make sure your message clear and relevant
Make sure that your message is clear, concise and relevant to the audience you are targeting. Your product or service should be front and center in the design of your billboard. You want to make sure it can be seen from a distance, and that it stands out from other billboards in the area. The best way to do this is by creating a persona for your campaign and then writing copy based on that person’s lifestyle. It will help you stay focused, ensure that your message is on point and avoid any embarrassing missteps like using outdated slang or misspelling words.
Make sure your billboard’s design is eye-catching, but not too cluttered with text or graphics that may distract from your main message (if there’s something to say).
Consider the location
Location is key. You need to be where your potential customers are. Make sure your billboard is placed in high traffic areas near the places where you want to attract new business and not just on any random highway or street corner.
Location isn’t just about where you put up an ad; it’s also about quality of placement. If you’re looking for a billboard campaign, think beyond highways and main streets—think about placing your ad in front of people who could potentially become customers or employees at local events, like concerts or festivals, sporting events, and trade shows.
Billboards can also play an important role in building brand recognition within an existing community: consider placing them near school campuses during back-to-school sales campaigns; near healthcare facilities when launching new services; near job sites when hiring; or even by bus stops if they’re close enough to major employment centers (e.g., airports).
One of the biggest advantages to billboards is commuters in rural and urban environments often take the same route to work. This allows for the message to be seen multiple times by the same audience.
bMedia And Your Brand
We hope these tips and tricks can help you to make the most of your billboard campaign.
If you’re looking for more information on how to use billboards to advertise, please contact us today!
We have helped numerous clients find success with their campaigns by developing effective designs that catch people’s eyes and convey the right message.
According to Forbes, most people are exposed to between 4,000 and 10,000 ads per day; there is a challenge for companies to cut through all the noise and make an impact on advertising. Today’s business environment is overrun by competition; you need to differentiate yourself from everyone else. Your product needs to stand out, and increase brand awareness is one of the best ways to do it. This is one of the most powerful advertising mediums for instant recognition and trust among your customers.
Companies can harness the power behind brand advertising platforms such as Out of Home Advertising – OOH to build brand recognition and awareness and expand the market.
OOH is inclusive of everything; benches, bus shelters, and billboards. If you can see an ad outside your home, and it’s not on your mobile phone, you are most likely looking at some form of OOH.
Over 80% of billboard viewers look at the message, and almost half look at the images.
Three-quarters of people have noticed the ads on digital billboards, subway, static billboards, newspaper stands, and taxi cabs.
Over 69% of all billboard viewers have made purchasing decisions due to OOH ads.
In this regard, it goes to show that incorporating OOH ads in your marketing for brands plan can do the following:
Build and Maintain Your Brand Awareness
OOH provides the perfect opportunity to instant increase brand awareness, popularity, and elevate its credibility. These strong carryover effects ensure that your awareness strengthens over time.
The larger-than-life images, strong branding awareness, and excellent visibility causes your company to stand out in this cluttered digital space. This is not a competition with other forms of media but a way to cut through the plethora of adverts.
OOH provides the most continuous brand popularity and presence of all advertising modes. It informs, stimulates, and entertains one’s senses 24 hours a day. In addition, the ad reach is a much larger audience that includes people who are not constantly on social media.
It also reaches an audience that’s hard to find and engage with, such as people who are cost-prohibitive and light TV viewers. With the many different types of media becoming increasingly fragmented, advertisers need to expand, and OOH targets a very broad demographic.
Sustain Awareness
OOH can maintain your brand’s awareness over time. Therefore, it is more significant and sustainable than other advertising mediums such as television. This is because its continuous presence reaches an audience that other media outlets cannot reach.
The high frequency is also a fundamental strength of OOH. The repeated exposure will ensure that your brand is forever remembered by those who view it.
How Do You Measure The Effectiveness of OOH?
Puerto Ricans are greatly deluged with visual stimulation, and it is estimated that, on average, they can actively view as many billboards as possible. So, naturally, this registers strongly in their minds.
However, for a billboard to be effective and truly stand out from the competition, it must have a captive audience, such as people on a bike, walking, running, or driving. This ensures they cannot ignore the billboard.
Measuring the effectiveness of a billboard is important for every campaign. Therefore, the billboard company, such as bMedia group should provide you with specific data and statistics as pertains to:
The Location
OOH is a unique way of advertising that’s not dynamic. With the internet, ads can change within a short time span. Still, billboards change less often and sometimes offer the most effective ad strategy.
Measuring their effectiveness starts with evaluating the location of their placement. The points to consider include the following:
The number of vehicles or people that are passing by the billboard daily.
The number of people and cars that see the billboard per day.
The number of vehicles or people that interacted with the billboard per day.
How To Measure The Traffic Effectiveness of a Billboard
To measure its effectiveness, it is essential to know the exact amount of traffic surrounding the billboard’s location.
The first thing is to try and find the perfect and most ideal location with a lot of traffic. However, you should know that such areas are usually higher priced than areas with lower traffic. Still, with the amount of business your company will likely receive, this is more than worth it.
Measurement of the traffic is done through many different methods, including using government data, road traffic counts, manually logging in the daily data, and road traffic counts.
The numbers will help determine the ideal location for placing your billboard.
Analytics
Suppose you have a slogan, catchphrase, or brand name unique to your business. In that case, you can use Google Analytics data to scrape methods that can be used to analyze how often those specific words and phrases are typed into search engines.
This is similar to executing keyword search for SEO and helps you understand how you can measure the billboard’s effectiveness. The more search hits your brand name has, the higher the number of people viewing your billboard and taking action.
Hashtags
Hashtags have been used widely to provide enough opportunities to get customers on board for a specific message. In addition, you can utilize hashtags to better evaluate the effectiveness of your billboard ad. The number of people responding and commenting on the hashtag is a great measurement.
Sales Analytics
There is a direct relationship between the number of sales and outdoor ads. The higher the sales figure you receive after placing a billboard ad, the more effective the billboard. Essentially the billboard should bring in more customers, which increases sales. If this does not happen, then it is not effective.
Are You Looking To Advertise Through OOH in Puerto Rico?
