With the changing technology behind billboard advertising options, potential advertisers have a tough choice ahead of them. Does it make more sense to invest in a prime spot on an LED digital billboard, or purchase a traditional static display? Are all the bells and whistles necessary to increase your customer base, or is the basic idea behind a billboard enough for a company to see a return on their investment?
The truth is, both types of billboards have great merits. It depends on the prospective clients of the company, the placement of the board and the budget for advertising. With these factors, a traditional static billboard may prove more effective, or vice versa.
Attracting Clientele With Digital Billboards vs. Traditional Billboards
Digital billboards open up a world of options for changing screens, special effects, stopwatches and other features. The options for these extra frills are pretty limited on a traditional billboard. Companies attempting to capture their target audience should definitely consider this. For example, a younger demographic will have a shorter attention span for advertising, as studies on commercials and ads have revealed.
The 8 second slots on a 64 second loop that digital billboards have may be the perfect way to keep the message short and sweet. It will catch the eye without giving the viewer the chance to be dismissed.
However, older travelers are used to looking at billboards as a way to break up the monotony of the road. You’re more likely to snag the attention of an older demographic, plus they will have a chance to see the billboard clearly as they approach it before the screen changes. Depending on the age of your prospective client, this may be an important factor in the decision process!
Placement Decisions in Digital vs. Traditional Billboards
Just as prospective customers are important to consider when examining advertising options, placement is key. While it may seem like a great idea to invest in a fast- moving digital billboard with all the bells and whistles, take a moment to decide on whether the location will work best for this approach.
The prime spot for a billboard to be located in? Where there’s a captive audience.
High traffic areas, where bumper to bumper traffic or frequent stop lights creates captive audiences, as do long stretches of road through the country with little else to look at.
Consider both locations. A frustrated individual caught in bumper to bumper traffic might find irritation receding with visual interest and something else to focus on. An LED digital billboard can offer this. However, an advertisement that stays static as a driver approaches may be appropriate for a highway billboard. After all, a restaurant or retail location off a nondescript exit doesn’t want a driver to miss seeing their ad when the screen changes!
Budget Decisions for Digital vs. Traditional Billboards
For obvious reasons, LED and digital advertising with its various effects might cost more than a traditional billboard. Although placement and style will also affect the cost, it’s important for a company to ensure the addition of this expense makes sense for the company.
If the company draws in more clients through strategically placed advertisements, investing in the best of the best in this segment makes sense.
However, if word of mouth and repeat clientele brings in more income for your business, a traditional approach may make more sense!
Digital Billboards vs. Traditional Billboards
The truth is, both styles of advertisement have valuable merits for a company to consider. Slight nuances in company marketing goals reveal which style will make more sense on an individual basis. Bottom line, strategic advertisement will improve your bottom line no matter which style you wind up selecting!
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