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Outdoor Advertising Analysis

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Billboards and other outdoor ads are some of the most effective and valuable advertising mediums businesses continue to utilize. Although many of us might only look at a billboard for a short period of time, they are still successful at grabbing our attention, and they’re everywhere we go! You can always find an ad on highways, buildings, transit vehicles, and more. These are just some reasons why businesses trust OOH (out-of-home) ads like billboards to bring in the highest number of views and reinforce brand recognition. However, many forms of outdoor advertising don’t come with the same kind of automated metrics and analytics that digital ads provide. So, how do you know how well your outdoor advertisement is working, or if it’s even working at all? The answer is through a detailed Outdoor Advertising Analysis.

advertising analytics

Outdoor Advertising Analytics

This thorough assessment uses analytical data and tools that help businesses efficiently monitor their marketing campaign within a specific industry. Advertising analytics let marketers know if their campaigns are targeted to the right audience and if they are using the right medium to do so.

Why is Outdoor Advertising Analysis Important?

Companies that use data-driven insights have a 10-30% improvement in their overall marketing performance. This is because the practice provides you with the data to determine if your outdoor advertising campaign is working or not. A thorough outdoor advertising analysis will prove just how effective your billboards can be.

Having this information allows businesses to make changes to their strategy accordingly, such as reallocating budgets, or changing the ad’s approach. Analyzing this information properly and carefully will guarantee a greater impact for any advertising campaign.

 

How to Measure Advertising Analytics

There are many metrics that go into measuring the success of your outdoor advertising campaign strategy.

billboard for outdoor advertising

Here are the most common:

Impressions

Impressions are used to quantify the times a user encounters an advertisement. This is also known as a view-through. Essentially, impressions represent the number of times an individual consumer sees a message from your advertising campaign. Traditional billboards measure impressions by referring to how many show the specific ad in a given area. Some brands might have a more saturated presence in one area compared to others, which can pull focus from your ad.

Reach

Reach refers to the total number of different people or households exposed to your advertisement. When it comes to billboards and other forms of OOH, this is calculated using the Daily Effective Circulation (DEC), which is the average number of people or vehicles that are exposed to your billboard within a given timeframe measured in hours, referred to as the effective illumination rate.

Reach can also be measured through:

  • Demographics
  • Census Data
  • Eye Tracking
  • Traffic Counts and Vehicle Analytics

Frequency

Frequency refers to the average number of times your ad is exposed to a unique user. This is calculated by dividing your ad’s impressions by its reach. High-frequency rates increase the chance that a customer has a high-quality engagement with your ad and that there were multiple interactions with your brand. Essentially, this statistic takes into account how many times the consumer will be exposed to your ad throughout the campaign. Frequency can be measured by:

Traffic and Location

Before businesses decide on a location for their billboard or outdoor ad, we recommend using government data, census, road traffic counts, and manual travel data to measure foot and vehicular traffic. This will allow businesses to get a sense of how many vehicles and pedestrians will pass by the ad in this proposed location. This data can also be used to measure metrics while the ad is live.

Analytics

If your business has a unique brand name, slogan, or catchphrase, try incorporating that into your ad. Data scraping methods will allow you to analyze how often terms unique to your business are typed into search engines, similar to keyword research. Search levels will give you insight into how often consumers are viewing your ad and engaging with it.

Hashtags

Businesses can utilize hashtags to help them evaluate the effectiveness of their billboard or other OOH ad. Hashtags are a popular way to track conversations surrounding the brand, product, or service. Including hashtags on an outdoor ad can motivate consumers to engage with the ad and eventually use the hashtag on social media. This method can provide useful insights for businesses such as audience reaction and customer retention.

Sales Analytics

An increase in sales can determine if an outdoor ad is bringing in more customers or not. It’s recommended businesses monitor sales reports and see if there is a correlation between sales and the outdoor ad campaign. If there is an increase in sales and customer retention during the lifespan of the ad, it’s safe to say that the ad is working!

advertising analysis

bMedia Group: Puerto Rico’s Advertising Experts

Here at bMedia Group, we understand how specific data and metrics can help optimize your advertising efforts. As Puerto Rico’s advertising experts, we can offer you the best ROI through our extensive outdoor advertising opportunities.

With over 500 billboards available in a variety of formats, located in high traffic and high impact areas, we guarantee your ad will be seen.

Our group of professionals uses data and vehicle analytics compiled from accurate and real-time information and they are always ready to provide effective and measurable solutions to your business. bMedia knows that with the right data and analytics, we can help your business reach new heights in Puerto Rico.

For more information on how to find the right billboard and location for your next advertising campaign, reach out to bMedia today! 

Creative Strategy in Advertising

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In today’s fast-paced marketing world, creativity isn’t optional; it’s essential. With consumers exposed to thousands of ads every day on radio, TV, social media, and outdoor platforms, capturing their attention requires more than a catchy slogan. It demands a well-crafted creative strategy.

At bMedia Group, we specialize in creating bold, memorable advertising campaigns that break through the noise, particularly in outdoor and out-of-home (OOH) media. Let’s explore how a strategic and creative approach to advertising can elevate your brand and why it’s a must-have for long-term marketing success.

creative advertising strategy

What Is a Creative Advertising Strategy?

A creative strategy is a structured plan that guides how your business communicates with its audience through marketing. It aligns your branding, goals, audience insights, tone of voice, and messaging into a cohesive roadmap for content and campaign execution.

At its core, a creative advertising strategy helps businesses:

  • Define their target audience and key messages
  • Determine which advertising channels are most effective
  • Set measurable goals and KPIs
  • Create compelling visual and verbal brand elements
  • Develop memorable campaigns that connect emotionally

Identifying Your Target Audience: The First Step in Creative Strategy

No matter how clever your message is, it won’t succeed if it’s aimed at the wrong audience.

Your creative strategy begins with audience targeting. This involves identifying the people most likely to connect with your product or service, understanding their behaviors and needs, and designing messages that resonate with them. Utilize tools such as market research surveys, competitor analysis, and customer data to develop accurate buyer personas.

Once you’ve honed in on your ideal audience, your advertising message becomes sharper, more relevant, and far more cost-effective.

Aligning Your Brand Voice and Message

A successful campaign isn’t just eye-catching; it reflects your brand’s voice, values, and tone.

Ask yourself:

  • What does my brand sound like?
  • How do I want customers to feel when they engage with my ad?
  • What core message do I want them to take away?

Whether you’re aiming for a bold and edgy campaign or one that’s heartwarming and emotional, your messaging should stay consistent across platforms. Keep in mind that effective advertising focuses on benefits over features – emphasize how you improve the customer’s life, not just what you sell.

Powerful Call-to-Actions That Convert

Once your audience is hooked, it’s time to drive action. This is where your call-to-action (CTA) comes in.

The CTA is the bridge between interest and conversion. Strong CTAs use direct, benefit-driven language to push users toward a desired goal.

Examples of high-performing CTAs include:

  • “Get a Free Quote Today”
  • “Find Your Nearest Location”
  • “Book Your Adventure Now”
  • “Don’t Miss Out – Subscribe Now!”

In outdoor advertising, CTAs must be instant and straightforward; viewers only have a few seconds. Clear, concise language is key.

Setting Marketing Objectives and Tracking Performance

Every great creative campaign starts with specific, measurable objectives. These help ensure that your efforts aren’t just innovative but also practical.

Ask yourself:

  • What does success look like for this campaign?
  • Are we aiming for brand awareness, lead generation, or direct sales?
  • Which performance metrics will we track?

Popular advertising KPIs include:

  • Click-through rate (CTR)
  • Impressions and reach
  • Return on ad spend (ROAS)
  • Conversions
  • Customer acquisition cost (CAC)

These metrics let you test, learn, and optimize your creative strategy over time.

creative marketing strategy

Why Brand Style, Voice, and Tone Matter in Advertising

Your brand identity is more than just a logo. It’s the total experience you create for your audience, and it plays a massive role in whether your ads succeed.

Key elements of brand identity include:

  • Logo and visual style
  • Typography and color palette
  • Taglines and slogans
  • Emotional tone and language choices

Think of McDonald’s. Their visual elements (red and yellow), slogan (“I’m lovin’ it”), and even jingle are deeply etched into public memory. That’s the power of consistent branding across all marketing channels.

Collaboration and Timeline: Building a Campaign That Stays on Track

Great creative campaigns are rarely built in isolation. Stakeholders across marketing, sales, design, and leadership must be aligned on goals, messaging, and timelines to ensure effective collaboration.

Create a shared calendar or project tracker with key milestones like:

  • Concept development
  • Design approvals
  • Ad placements
  • Campaign launch
  • Performance reporting

Having clear checkpoints helps teams stay organized, communicate effectively, and keep the campaign moving forward on schedule.

Why Creative Strategy in Marketing Matters More Than Ever

With competition rising and attention spans shrinking a thoughtful and creative strategy is no longer optional. It allows your business to:

  • Cut through the noise with a unique message
  • Build long-term brand equity
  • Deliver consistent experiences across channels
  • Adapt to evolving audience behaviors and trends
  • Maximize advertising ROI

In short, a creative strategy serves as the blueprint for memorable advertising.

what-is-a-creative-strategy-in-advertising

Types of Creative Advertising Strategies That Work

Creative strategy isn’t one-size-fits-all. Here are a few approaches we’ve seen work wonders:

Be Responsive and Accessible

Modern consumers expect fast answers and real-time interaction. Keep lines of communication open across all channels, including social media, email, chat, and phone.

Make It Memorable

Use slogans, jingles, or unique visuals that stick. Consistency across your messaging will increase brand recall and loyalty.

Use Out-of-Home (OOH) Advertising Wisely

Billboards are not just old-school; they’re high-impact and high-visibility. Whether static or digital, they offer exposure 24/7 and are trusted by consumers more than online pop-ups or banner ads.

Leverage Digital Billboards

Today’s digital out-of-home (DOOH) technology allows brands to run dynamic, data-driven campaigns on bright screens across cities and highways. You can even change messaging by time of day, weather, or audience demographics.

Use Out-of-Home (OOH) Advertising Wisely

Billboards are not just old-school; they’re high-impact and high-visibility. Whether static or digital, they offer exposure 24/7 and are trusted by consumers more than online pop-ups or banner ads.

Leverage Digital Billboards

Today’s digital out-of-home (DOOH) technology allows brands to run dynamic, data-driven campaigns on bright screens across cities and highways. You can even change messaging by time of day, weather, or audience demographics.

Why OOH Advertising Still Delivers Results

Even in the digital age, outdoor advertising remains one of the most effective tools in a marketer’s toolkit.

Here’s why:

  • It’s always on: 24/7 exposure
  • OOH builds trust: Perceived as more reliable than digital ads
  • It enhances recall: Visuals are more memorable than text
  • Complements digital: Supports multi-channel strategies

From static billboards to transit ads and digital screens, OOH campaigns boost brand awareness in ways other formats can’t.

how to create a creative strategy

Partner With bMedia: Your Experts in Puerto Rico Advertising

At bMedia, we help businesses across Puerto Rico develop creative and effective advertising strategies that work. Whether you’re launching a new product, rebranding, or just trying to stand out from your competition, we bring experience, insights, and innovation to every campaign.

With:

  • Over 500 billboard and DOOH locations in Puerto Rico’s most high-traffic areas
  • Expert marketing and strategy consulting
  • Full campaign development support

We’ll help you take your brand to new heights.

Ready to Build Your Creative Advertising Strategy?

If you’re ready to stand out in a crowded marketplace, it starts with an innovative, imaginative, creative strategy. Whether you’re a small business, established brand, or marketing agency, bMedia Group is here to help bring your vision to life.

Let’s make something unforgettable.

Contact us today and get started on your next big campaign.

How to Promote Your Business in the Community

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Promoting your business is essential if your goal is to stand out from your competitors and gain brand recognition in the community. Therefore, it’s important to take advantage of promotion opportunities in your area that will generate more customers and help solidify a trusted brand-consumer relationship in your community. In today’s digital age, promotion opportunities are endless. Businesses can spread the word about their product through search engines, social media channels, online directories, or even go with the ever-so-trusted billboard. To reach your target audience, you must make your brand visible on multiple platforms. Here are some different ways how to promote your business in the community.

how to promote your local business

Out-of-Home Advertising (OOH)

The first step to promoting your business is to make it visible. What better way to do it than out-of-home advertising (OOH). Outdoor advertising techniques include street signage, flyers, street teams, promotional events, and the beloved billboard.

The most trusted and original forms of OOH advertising are billboards. Billboards work because they are eye-catching and one of the most trusted forms of advertising for consumers. The majority of Puerto Ricans live in urban areas, and the great thing about billboards is that they can target local high-traffic areas where customers can interact with your campaign.

Today, we are seeing billboards evolve, boasting endless advertising potential for business. Digital billboards continue to rise in popularity because it allows users to directly engage with the advertisement, creating a memorable experience that highlights the product/ service you are offering.

To ensure a successful billboard campaign, we have determined some best practices to help maximize your promotion:

  • Keep it simple
  • Use borders and cropping appropriately
  • Be intentional with colors and contrast
  • Leverage key locations and seasons
  • Be careful of fonts

Establish a Social Media Presence

There are 2.32 million social media users in Puerto Rico as of January 2021, equivalent to 81.6% of the total population. Social media platforms like Instagram, Facebook, YouTube, TikTok, and Pinterest are great marketing tools because of the ability to engage with existing customers while reaching out to new customers. As of December 2020, Facebook received 80.3% of all social media site visits in Puerto Rico. Facebook advertising is all about getting your message on the right news feeds using targeting options. Facebook allows you to advertise using images, videos, and even polls for interactivity.

Additionally, social media can be used as a marketing tool by creating brand-specific content. Social media has provided us with a range of posting formats such as images, short video stories, live sessions, tutorials, and more. Creating content for these platforms is an opportunity for business owners to engage with consumers while promoting a specific product, service, or event.

promote business with SEO

Take Advantage of Search Engines Like Google

Being visible on Google is great for your brand, it puts you directly in front of consumers seeking solutions. Creating and verifying your Google Business profiles allows your business to show up on Google Maps and caters results to the searcher’s current location. Creating a Google My Business account is free and once verified, you can optimize your listing to show up as a high-ranking result for relevant searches using a good SEO strategy.

Be Involved in the Community

If you’re wondering how to promote your business in the community, a good place to start is to be active and attentive in your community. Businesses can sometimes be involved in the community for the wrong reasons and they show. Be sincere, be genuine. Don’t push your business if it’s not relevant or actually helpful. In one way or another, your business will come up and your community will support it after they’ve seen and felt your support.

Being involved in the community involves giving back to it. Donating to a local charity will bring your business closer to locals by making it more approachable. Consumers are likely to support your business if you’re associated with a charity or cause close to them. You can give back to your community in several ways including:

  • Annual contribution to charity
  • Special promotions with a percentage of sales going to a cause
  • Donate products or services to local schools or community centers

5 star reviews

Get Online Customer Reviews

Set up profiles on platforms like Yelp and Tripadvisor to increase brand exposure. These platforms are used by locals and visitors when looking for local businesses. 92% of consumers purchase from a business after viewing it on Yelp. These platforms allow customers to leave reviews, making it easy for business owners to monitor and respond to any business inquiries. Make sure all business information, such as hours, phone number, address, and website are all accurate for potential customers.

Importance of a Good Marketing Strategy

A good marketing strategy is a blueprint that will determine how your message will reach out to your target audience. Your business might be making a profit, but to remain successful, you must consistently stay ahead of your competitors. The best way to ensure this is to have a good marketing strategy in place. Not only will good advertising give you an edge, but it can also give you insight into how your business is performing, allowing you to make the right business decisions.

Market research is crucial in creating your promotional strategy. Data and information collected from this research will allow you to develop your product or service to boost profit potential. It can also help you create a detailed organization plan, ensuring optimum utilization of resources to get the message in front of the target consumer.

How to Measure the ROI of Your Campaigns

Once you’ve learned how to promote your business in the community, it’s then important to know how to measure the effectiveness of your promotional efforts.

Marketing ROI involves attributing profit or revenue as a direct cause of marketing growth initiatives. To determine whether your advertising campaign is successful or not, there’s a straightforward formula you can use:

ROI = (Sales growth – organic sales growth – Marketing Cost) / Marketing Cost

Marketing costs include but are not limited to:

  • Overhead and internal expenses
  • Agency fees
  • Media buys
  • Creative costs

ROI helps determine budget allocation for ongoing and future ad campaigns. It’s important to consistently evaluate KPIs such as reach, frequency, and impressions so you can determine if your marketing efforts are benefiting business growth and help you allocate your budget accordingly.

Strategize with bMedia Group

If you’re looking for ways to promote your business within your community, reach out to bMedia Group. We are Puerto Rico’s leading experts in outdoor and billboard advertising. Our professionals can help you strategize, execute and maximize the effectiveness of your promotional campaign and market research.

Contact us today! We’ll guarantee your ads will be seen and remembered, helping you unlock unlimited business growth.

How Much Does a Billboard Cost?

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They’ve been around for centuries and have proved valuable, but what is that worth? It’s the question we all want answers to – how much does a billboard cost? Well, that depends on a few things. Let us explain.

How Much Does a Billboard Cost

What is a Billboard?

At the risk of stating the obvious, the Miriam Webster Dictionary defines a billboard as a flat surface, panel, wall, or fence on which information is posted, specifically outdoors. They can be on giant sides of the road, on buses, in airports, or pretty much any other surface you can imagine. Also, there are now many great digital options to allow for ever-changing and interactive billboards.

How Prevalent are Billboards?

Some estimate that there are between 425,000 and 450,000 billboards dotting the landscape along American highways.

The effectiveness of billboards is not limited to the United States. bMedia Group contends that billboard advertising is an ideal way to promote products and services and build brand awareness in Puerto Rico.

Effectiveness of Billboard Advertising

In a Forbes study, almost twenty-five percent of those surveyed stated that they visited a store the same day that they saw a billboard advertising their products. And even when they didn’t, the brand often lodges in their mind to return next time they find themself considering that product or service.

Financial experts have calculated that the return on investment for billboard advertising is almost six dollars for every dollar spent.

It is little wonder that companies like Cracker Barrel spend almost half of their advertising dollars on outdoor advertising.

How Much Do Billboards Cost?

Exactly how much does it cost for billboard advertising? The answer to this question is not as simple as it sounds. Several factors determine the cost of a billboard. However, here is one example:

If you print an advertisement on a fourteen-foot by forty-eight-foot billboard, you will need seven hundred square feet of vinyl. The cost of the materials will run anywhere from three hundred to five hundred dollars.

Renting the advertising space for your ad will cost between five and eight hundred dollars a day. Prices vary with location, as well as how many days you want the ad space.

How Much Do Billboards Cost

How Much Does It Cost to Get a Billboard?

The question of how much do billboards cost has multiple factors that go into the answer.

Location

As with real estate, the location of your billboard is crucial. Your aim is maximum viewing by your niche market.

How much does a billboard ad cost in cities around the US? In New York City, renting a billboard for a month will cost between $1800o and $12,000. In Los Angeles, the same space would cost between $1500 and $9,000. Chicago billboard space rents for between $1200 and $6,000. Philadelphia billboards cost between $1200 and $6,000 while in San Francisco, you can rent space for the same costs.

Size

It is not surprising that billboard costs increase with size. Studies show that the larger the advertisement, the more impressions it will make and the bigger the impact on the consumer. Larger billboards require more material and higher labor costs to erect them.

Rental Time/Campaign Duration

Writer Kelly Main points out that size, location, and duration all play a part in billboard costs. For example, billboard costs average between $750 and $1,500 per month in rural areas. In small to midsize cities, the costs rise to between $1, and $2,000. In larger cities where many more people will see them, the cost of billboards rises to between $14,000 and $15,000.

Billboard Type

Costs also vary with the type of billboard. There are three types:

  • Classic or print billboards are typically vinyl.  They usually cost less than the other types.
  • Digital billboards are more dynamic advertisements than static billboards. They incorporate elements like a moving image. Digital billboards can be easily switched, based on your market and the time you want the bulletin board to appear each day. This can benefit you if you are targeting an off time, but raise costs if you want prime time.
  • Billboard advertisements on busses, cars, and other moving vehicles are called mobile billboards. They are more likely to be seen by your target audience because vehicles move while they showcase your brand, products, or special event.

Market or Demographics

Demographics consider the people who pass by the billboard. Your niche market considers the age, gender, socioeconomic level, education, and occupation of the people you are trying to attract with your advertising. If you are trying to attract a larger audience, higher-income individuals, or those with higher education, the cost will likely be higher.

Market Population

Generally speaking, the larger your target market, the higher the cost of billboard advertising.

How Much Does It Cost For Billboard Advertising

How Much Does it Cost to Put a Billboard Up?

Aside from the costs associated with the physical structure of the billboard, there are also other costs relating to the creation and setup of a billboard. So, how much does a billboard cost?

Designing the Billboard

When it comes to the actual design of the billboard, it’s not something you want to take shortcuts on. You can pay premium fees for a billboard in a prime location, but if it looks low quality, it can actually hurt your brand.

There are essentially three aspects to a billboard ad: the concept or idea, the copy (the words), and the visual design.

Definitely consider hiring a specialist for all three of those areas. Many people think they can come up with an idea, write it, and then pay a graphic designer to whip up a beautiful image. That can work, but creating ads is a skilled craft (especially considering the strategy involved in outdoor media), so you may be surprised at the quality (and return on investment) you’ll get from expert help.

For any stage of the process, you essentially have three options:

  • Create it in-house: If you or someone at your company is creative, good with words, and skilled with visual design, this method keeps the most control. The downside is time, costs of doing it yourself, and it’s sometimes a disadvantage to not have an outside perspective.
  • Hire a freelancer: With the prevalence of sites like Upwork and Fiverr, this has never been easier. It can be fast and cost-effective, but the downside is it can take time to find a quality freelancer, and they aren’t always available when you need them.
  • Working with an agency: Many billboard companies keep the necessary staff to be able to design quality outdoor advertising. And considering it’s their business, they can be pretty good at it! There isn’t a huge downside here, just make sure you understand the pricing structure before getting started, as well as who has ownership over the designs they create.

The prices for these different options can vary significantly depending on your location and who you hire. A rough estimate is everything from $30 to hundreds per hour. In many cases, it will take striking a balance between quality and affordability.

Physical Cost of the Billboard

An obvious, but sometimes overlooked, cost with billboards are the actual materials. This really will only come into play if you’re building your own sign because any outdoor advertising agency should already have this factored into their cost structure (but, double-check!).

If you are building your own, you will have to consider the cost of the real estate, the building materials for the structure, the vinyl for the sign, the printing on the vinyl, and the construction and maintenance costs.

Maintenance and Other Recurring Costs

The costs don’t necessarily stop once the sign is installed. Depending on the local climate, you have to maintain the billboard to keep it looking fresh. Most billboard companies will have any fees built in the initial contract, and they usually cover the agreed-upon time period. Keep in mind that you may again have these costs if you decide to extend.

Billboard Variations

Rapidly changing technology has made it easier for billboard advertisers to capture the attention of those who drive or walk past. Interactive technology has transformed billboards from static images painted vinyl frames, walls, and vehicles. The Internet has made billboards increasingly smarter. These electronic billboards appear next to bus benches, shopping centers, or on walls in high traffic areas.

Once popular, digital billboards proved easy to ignore. On the other hand, new interactive billboards speak—literally and figuratively—to your niche market. “Smart” advertisements can dynamically react to their environment. They can send and receive data. These billboards can adapt to demographics, weather, and time of day. Billboards of the future will react to their environment and audience by changing the content based on information collected about those who view them.

How Much Does a Billboard Cost to Rent

Why Invest in Billboards?

If you want to get higher brand recognition, you have an event to publicize, or you want to drive more traffic to your website, billboards are an economical and effective tool.

Billboard advertising broadcasts your business, products, services, or an upcoming campaign to a wide audience.

People spend an average of 70% of their time outside their homes. Compared to other types of marketing, billboards give you maximum exposure.

How to Get Started

  • Whether you want to advertise your brand on billboards or you want to start a billboard advertising business, you have some decisions to make first.
  • What are your advertising goals?
  • Where is the best place to locate your billboard?
  • What is your market audience?
  • What message do you want to give them?
  • What types of billboards do you want to utilize?
  • What skills/information do you need?

Why Choose bMedia Group?

Now that you have the answer to the question how much does a billboard cost, you may be wondering about next steps or other additional information. Advertising experts like bMedia can break down billboards according to price, type, format, and message.

They can help you achieve your advertising goals using their experience in outdoor advertising and their technical skills. bMedia Group offers a wide variety of out-of-home media choices. They have one that will fit your goals and your budget. They have proven success at targeting any audience.

To discuss how bMedia Group can help you achieve your advertising goals, learn more about our billboard advertising.

Reach vs Frequency

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Gone are the days of swing-in-the-dark-with-a-dull-blade advertising — in this modern world, marketing strategies are highly refined, surgical operations, sharpened by the power of data sciences.

By assessing vital metrics, we can accurately measure the impact a marketing strategy is likely to have or is having, allowing us to streamline our approach, reach more of our target audience, and, ultimately, stimulate growth and profit.

Yep, there’s no doubt about it – the path to success is paved with metrics, the most important of which (at least in terms of Out-of-Home advertising) are reach and frequency, two intrinsic measurements.

But these metrics aren’t just linked – they’re actually antagonistic, leaving many business owners questioning which should be prioritized to optimize the efficacy of a marketing campaign. So, in this article, we’ll be discussing what these metrics are, how they differ, and how and when you should use them to measure OOH advertising.

reach vs frequency

Reach vs Frequency: Definitions and Differences

We’ve heard both types of metrics probably quite a bit, but would you be able to explain how they differ? Understanding the difference between reach vs frequency is understanding the difference in how you measure the effectiveness of your billboards or out-of-home advertising.

What Is Reach?

Reach refers to the number of people that will potentially be exposed to an aspect of your marketing campaign at least once in a set period of time.

For example, if you pay for one of your ads to be placed on a billboard on a main road, the potential reach of that ad would be at least 1 person per car driving towards the billboard.

Reach can be measured in a number of ways, including…

  • Demographics
  • Census Data
  • Traffic Counts and Vehicle Analytics
  • Daily Effective Circulation
  • Eye Tracking

measuring reach

What Is Frequency?

Frequency, on the other hand, is how many times each person will be exposed to the same marketing aspect of a marketing strategy more than once within a given time frame.

So, borrowing our billboard example from a moment ago, if we assume that the cars driving past from Monday to Friday are commuting to work, that would mean they’re potentially exposed to your ad 5 times a week.

Frequency can be measured by…

  • Estimates —  You can get a very quick estimate of potential frequency by dividing impressions by reach.
  • Demographics
  • Census Data
  • Data Modeling
  • GPS Tracking Data

What Are Effective Reach vs Effective Frequency?

You can think of effective reach as a kind of hybrid metric that combines both standard reach and frequency measurements — Effective reach is the percentage of individuals exposed to your ads enough times that they’re likely to have taken notice.

This baseline amount of exposure is known as effective reach.

Effective reach can also be measured using…

  • Census Data
  • Data Modeling
  • GPS Tracking Data
  • Digital Statistics, e.g. Comparisons between pre- and post-campaign sales figures, online traffic, use of unique promo codes, etc.

What Are Impressions?

Whereas reach refers to how many individuals see an advertisement in a set time frame, and frequency refers to how many times an individual is exposed to an advert in a set time frame, impressions refer to how many times your ad was served.

For example, let’s say you’ve invested in a spot on a digital billboard that cycles through ads from 4 other businesses throughout the day perpetually. Your impressions metric would show the number of times your ad was displayed in a given time period.

On traditional billboards, impressions would refer to how many show your ad in a certain area. This is important as other businesses may have a more saturated presence in the area than yours, which would pull focus from your ads.

As they’re a simple count of ad servings, impressions are one of the easiest metrics to keep track of.

Wouldn’t it be great if we could just maximize both reach and frequency and be done with it? You’d be pulling in customers left and right, and, quite frankly, you wouldn’t care to learn more about either one in this article.

As we’re sure you’re aware, implementing marketing campaigns costs money, and you’ll be splitting your budget between the campaign’s reach and frequency.

If you pump more capital into one, then you have less to allocate to the other. In the world of OOH marketing, finding the right balance between reach and frequency is critical to effective billboard advertising.

Reach vs Frequency: Which Should You Prioritize?

It’s common for businesses to prioritize reach over frequency, as they think the more people that see the ad the better, but this is commonly overlooked in marketing.

While it’s true that you want lots of people to see your advertisement, in the absence of frequency, reach can be a complete waste of money.

Modern life is incredibly cutthroat and fast-paced, and people’s attentions are constantly split between a number of things. To claim some valuable real estate in someone’s mind, you need them to see your ad multiple times — you need to establish an effective frequency!

Effective frequency usually sits around the 3+ exposures mark, and once you have that on lock, you can utilize the effective reach metric and gain a more accurate picture of how your campaign is panning out.

Prioritizing frequency at the expense of reach can also be a critical error, as your ad simply won’t engage with enough members of your target audience. The trick is to learn when it’s strategic to back one metric horse over the other, so to speak.

When Should You Prioritize Reach?

Reach is most important when you’re introducing a new product or service.

Statistically speaking, reach works best when introducing something new to the public. So if you’ve got something fresh to contribute to established markets or, better yet, something groundbreaking to offer in emerging markets, reach should get the lion’s share of your budget.

Reach is most important with an established brand advertising seasonal promotions.

If your brand is already a household name in the area, and you want to entice people with a seasonal sale of some kind, you don’t need to worry so much about frequency, as this foreknowledge of your company does a lot of the heavy lifting.

Reach is most important when there is a lack of competition.

The more saturated a space is with the marketing campaigns of competing businesses, the more you need to lean into frequency and bolster impressions to draw attention, but if the area is largely uncontested, you can win the attention war with a reach-laden campaign.

measuring reach vs frequency

When Should You Prioritize Frequency?

Frequency is most important when establishing your brand.

When you’re trying to break your brand name into the public consciousness, whether locally or nationally, repetition is your best friend, so it’s important to shift a certain amount of your budget over to frequency and impressions.

Frequency is most important when establishing trust.

If your campaigns are executed artfully, with just the right amount of repeat exposure, you can inspire feelings of comfort and familiarity in your audience, thereby establishing trust. Without investing in frequency, this trust will not develop in the mind of your target audience.

Frequency is the most important when there is a wealth of competition.

We’ve all been in a situation where two or more people are trying to speak to us at the same time.

How much of this tangled talk do you actually hear and comprehend?

None of it, right?

Unless, that is, one of the voices is shouting.

The same is true of OOH advertising.

In a heavily contested zone, your brand needs to rise above the rest and dominate the scene. It needs to stand up and shout (visually speaking), and the way to imbue your ads with a voice is maximizing frequency and impressions — it’s like giving them a microphone!

Advertising Metrics Can Change

The above suggestions aren’t exactly golden rules, as there are a number of variables to consider before maximizing one metric over the other. Nothing is set in stone.

Every marketing strategy has its own flavor, its own nuances, and creative approach, and no impression is exactly analogous to another. As such, there is no standard format for implementing and monitoring campaigns.

We know this can sound pretty daunting, but you’re not in this alone!

bMedia and Advertising Metrics

Here at bMedia, we don’t just provide you the physical space to exhibit your OOH advertisements; our dedicated team of marketing experts help you build your campaign from the ground up to suit your goals.

As a business owner, it’s important to understand the synergy between reach vs frequency and impressions, but if you’re not quite sure how to optimize metric balance, we’ll ease the burden with sound advice on measuring advertising effectiveness.

Our OOH advertising network spans the entire nation of Puerto Rico, so you can rest assured we have the sites available to maximize any metric in almost any location.

We can help you start telling your story, but more importantly, we can guarantee people see it!

Go To Market Strategy for Startups

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We don’t mean to intimidate you (and maybe you were already aware), but there’s something you need to know: Studies show that 90% of all startups fail within five years of formation — not a very reassuring statistic, right? But what’s the story behind this damning figure?

It all comes down to obscurity. Simply put, nobody knows about your business or what products/services you offer. In an ideal world, you could pour endless amounts of cash into a marketing push that announces your presence to the world with gusto, but, as we’re sure we’re both painfully aware, this is no ideal world.

Not only are advertising budgets rather meager for startups, you’re up against other businesses with established product-market-fit, which is daunting, to say the least… but there is a way to cut through the competition and get your voice heard – an effective go-to-market strategy for startups.

marketing strategy for startups

What Exactly Is A Go-To-Market Strategy, And Why Is It Important For Startups?

A go-to-market strategy for startups is precisely what it sounds like – an advertising game-plan that breaks an unknown product or service into a target market; it’s your key to the locked door of commerce!

Your go-to-market strategy is a blueprint that illustrates how you will reach the people you want to reach with the message you want them to hear. It’s considered a separate entity to standard marketing stratagems, as they imply an established market position, whereas GTM is a way of reaching an initial audience from nothing.

It’s the foundation on which all your future marketing campaigns will be based, and a strong foundation inspires confidence, not just within your target audience, but among your investors, too. Creating a GTM strategy is the ultimate way to position your business for success moving forward. Other GTM benefits include…

  • Weeding out potential risks
  • Generating profit quickly
  • Developing your business and product/service
  • Attaining you a competitive edge over other startups

Creating a Go-To-Market Strategy For Your Startup

The three pillars you’ll need to know for a go-to-market strategy for startups are the What, Who, and How…

  • What are you trying to sell?
  • Who needs what you’re trying to sell?
  • How are you going to introduce your offering to those who need it?

If you can answer these questions, you’ll have laid the foundation for a successful entrance into your particular niche of the market, so let’s consider how this can be done.

Step 1. Know Your Audience

You may well have come up with the concept of your product or service through finding gaps or weaknesses in the market yourself, and that’s great; it means whatever you come up with has some form of real-world appeal, but now you have to find others like yourself and figure out what makes them tick.

Hone in on your target audience, and try to map out their behaviors and general way of thinking. Forget about trying to sell something to the world; focus on this very finite group of people and figure out exactly what they’re looking for.

Modern consumers expect businesses to know all about their wants and needs, but we’re not mind readers, so instead, we can build up a customer persona by… This applies to all types of businesses. It doesn’t matter if you are a digital service providing with a nationwide audience, like providing legal wills online, or a brick and mortar business creating tangible products to specific locations, like a vodka distillery, knowing your audience is crucial.

Scheduling Interviews with Potential Users

Interviewing people takes time, but you won’t find more rich, accurate, and enlightening results via any other means, so it pays to talk to prospective customers face-to-face.

Far more fluid and personal than standardized surveys, interviews give you a real insight into the lives of people who your product/service could help, which is a great way to gather data you can use at a later date to refine your offering.

Be wary of time constraints and ask effective questions, such as…

  1. What are their preferred channels of communication (e.g. email, Facebook, Instagram, TikTok, billboards, etc)?
  2. What are they disappointed by or lacking?
  3. In their eyes, what makes a product or business effective and valuable?

survey your audience

Questionnaires

Interviews are fantastic sources of information, but they’re almost too focused. Although you’re narrowing your research to drum up a customer persona, you still need to venture further afield to ascertain splits in that persona in terms of age, profession, location, etc, and questionnaires are a great way to do so.

The wider net you cast will give you more of an insight into what pain points are simply individual woes and which are felt universally, ripe for capitalization.

However, do bear in mind that you’ll need to provide some form of incentive to encourage people to complete your questionnaire, and try to keep it short and sweet, too — we’re all busy people.

Purchase Pre-Existing Data

There are countless other companies that have had to study their target audience before you founded your startup, and you can use this to your advantage.

Paying for research carried out by similar companies gives you effort-free results. Now, they’re not going to be quite as accurate as the results you’ll get from your own studies, but they can certainly help to create a more substantive customer persona in a short amount of time.

Due to its immediacy, this method is often employed first as a sort of scattershot data drive. It gives you a rough estimate of things like target consumer age, location, profession, income, pain points, and purchase triggers.

Step 2. Know Your Competitor

If you’re going to offer something new, you need to know what your competitor is already bringing to the table. If an established entity has beaten you to the punch, your chances of gaining traction with a GTM strategy are slim-to-none. Find ways around it.

Step 3. Coming Up With a Value Proposition

In a nutshell, a value proposition is a snappy headline followed by 2–3 sentences that divulge why your product/service:

  • Is relevant to the user
  • Solves the user’s problem
  • Is unique and cannot be found elsewhere

For example, let’s say you’ve invented an automatic garlic clove peeler. Your value proposition should establish that garlic is one of the most common ingredients in cuisine around the globe (relevance), it makes the tough job of peeling cloves effortless (problem solved), and it’s a patented design (unique).

It’s important not to get caught up in mentioning features alone. To entice customers, you need to tell them in no uncertain words how it will make their life easier or more enjoyable.

Step 4. Establish The Best Lines Of Communication For Reaching Your Target Audience

With your target audience in sight, it’s time to find out how to reach them. People of different age groups and professions communicate and are exposed to things in unique ways.

For example, younger people will consume a lot of adverts on social media platforms like TikTok and Instagram, while older generations may only use Facebook or perhaps even just email.

Another example is that people working from home will engage with mostly digital adverts, but for those who commute to an office, billboard advertising will be highly effective.

Don’t feel you have to settle for just one mode of communication per faction of your target audience. Research has shown that omnichannel approaches to customer communication have a much higher retention rate than single-channel approaches.

go to market strategy

Step 5. Zeroing In On Marketing Tactics

People don’t just use different channels of communication, they also have preferences in regard to how they’re engaged with.

For instance, certain demographics may respond well to the personal/celebrity touch of paid partnerships, while others will be distrustful of this tactic as the pecuniary aspect of the agreement makes the brand representative seem disingenuous and the product seem weak.

Step 6. Don’t Stop Testing

Even if you think you’ve got everything figured out, you need to keep on testing your theories by measuring advertising effectiveness. Test different styles of ad copy, test the efficacy of different images, test different marketing tactics… test everything!

Marketing is a trial and error process, so the more mistakes you get out of your system early on by putting plans through their paces, the fewer you’ll be paying for later with a poor campaign.

Step 7. Budget Planning

Once your research has provided all the answers you need to shape your GTM strategy, it’s time to map out what your budget may look like and how it will be split across different marketing tactics.

Step 8. Implementation

At this stage, you’ve done most of the heavy lifting, and now it’s time to use what you’ve learned to implement your marketing strategy!

bMedia and Developing a Go-To-Market Strategy

As mentioned earlier, omnichannel marketing tactics in GTM strategies are far more effective than single-channel plans, which is why you should seriously consider incorporating a robust OOH line of communication with your target audience as part of your strategy, either as the primary or supporting mode of contact.

Granted, digital marketing has great reach potential, but as a fatally saturated facet of the advertising industry, it tends to inspire a lot of fatigue in the viewer. Billboards and OOH adverts, on the other hand, still grab attention, cinching valuable real estate in the consciousness of the viewer.

But providing the physical space for your ads is just the tip of the bMedia Group’s iceberg. Our dedicated team of marketing experts can help you build a custom, go-to-market strategy for startups from the ground up, ensuring you and your business can generate customers, and start changing people’s lives with your product/service.

Contact us today, and we’ll talk you through how we measure the efficacy of OOH advertising with state-of-the-art analytics to optimize the potential of your campaigns and stimulate rapid business growth.

Your startup may be small, but with bMedia in your corner, you’ll cast a much larger shadow, giving you the confidence and market position to hold your own against giants of any given industry, giants that, with our help, you will soon tower over.

Measuring Advertising Effectiveness

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To a certain extent, advertising can be a trial and error process. Not all marketing campaigns start out great, right off the bat. Most successful strategies are built on little errors businesses weed out over time by measuring advertising effectiveness.

What’s the Importance of Measuring Advertising Effectiveness?

Measuring Advertising Effectiveness

Sure, you can equate a sudden influx of clients to your recently implemented marketing campaign, or a downturn in lead conversion to seasonal variables, but unless you have the metrics and cold hard statistics to prove it, you can never be sure how your strategy is performing.

When it comes to advertising your business, you need to know the real-world effects of every decision you make, as each of these decisions is costing you money. So, let’s take a look at the different ways of measuring advertising effectiveness, and what advertising metrics you should be using.

Advertising Performance Metrics

Before you can apply any advertising metrics to your campaign, you need to ensure that it is measurable, and this is done by setting time-sensitive, advert-specific goals.

Establishing Objectives

Objectives are everything when it comes to marketing. After all, if there is no goal to work towards, it’s impossible to measure success, as success becomes irrelevant – which isn’t the outlook you want to have if you’re trying to grow your business.

Once you’ve established the objective of an advertisement, you’ll know what metrics to apply to measure performance.

These are known as key performance indicators.

Deciding on Key Performance Indicators

You can think of KPIs as steps that must be taken to achieve your marketing objective.

For example, your overarching objective might be to drive sales of a particular product up 20% by next quarter. Therefore, a KPI to observe would be the number of visitors the product page receives after the release of the ad compared to the traffic it was logging beforehand.

Once you’ve established a quantifiable backdrop for your advertisements, there are literally hundreds of ways to track the performance of your advertising campaign and determine whether you’re pulling in an ROI. Let’s take a look at some of the more commonly used metrics.

Reach

Reach is quantified in different ways depending on the medium, but it always tells you the same thing. It simply refers to the total number of people exposed to your advert — the more, the merrier!

Frequency

Frequency is the number of times each individual sees your advert. Repetition plays a huge role in memory retention, so if each person sees your ad a few times, it’s definitely a good thing; however, too much exposure to the same advert will cause fatigue, and it will start to fade into the background.

Impressions

Impressions metrics are basically a combination of reach and frequency metrics. They measure the total number of times your advert has been seen, even if by the same people.

Cost Per Customer

How much does your advertisement cost when split between the customers it brings? If the cost per customer is less than the revenue they brought in, then your advert is, at the very least, not drawing a loss.

Cost Per Click (CPC)

Similar to cost per customer, this metric measures how much the ad is costing you when divided across the clicks it has garnered.

Click-Through Rate (CTR)

How many people are clicking through on one of your online advertisements? If the number is exceedingly low when compared to the overall reach of the ad, it’s underperforming.

Advertising Metrics: How Is the Efficacy of Out-of-Home Marketing Measured

Advertising Metrics

 

With advancements in technology, thousands of metrics have been made available to the online digital marketer, which may leave you questioning the relevance of traditional outdoor advertising. How would you even go about measuring advertising effectiveness through the impact of a billboard or poster campaign?

Well, you’d be surprised how quantitative this area of the marketing industry is. In fact, as your outdoor ads are mostly going to direct viewers to engage with your brand online in some form or another, it means you can use a lot of the same technologies utilized by digital marketers, to assess your outdoor advertising effectiveness.

One Strategy at a Time

Firstly, to assess how well your outdoor advertising is doing, you need to stabilize all other marketing activities. If you see an increase in interest or revenue, you need to be able to say with confidence that the outdoor roll-out is responsible for the growth.

Traffic Data

Here at bMedia, we use a state-of-the-art car tracking system in all our billboard locations to give you an accurate estimate on the probable exposure of your advertisement.

Landing Page Tracking

Just because your adverts are out in the real world, doesn’t mean you can’t use computers to analyze their performance. By placing a unique URL on your advertisement, you can then use an online tracker to measure how many visitors the URL receives, just by viewing your out-of-home advertising.

Hashtags and Social Media Tracking

You can do a similar thing with hashtags. Assign a unique hashtag to your billboards, and monitor proliferation online across various social media platforms.

Promo Codes

The same principles apply to promo codes too. Let’s say that you’re a watch manufacturer, and you wanted to entice customers with a modest discount. You could print, “Use Promo Code WATCHTHISSPACE for 10% off” on just your billboards, then measure how many customers applied the code at checkout.

Keyword Tracking

It’s quite possible that people will see your advert, get the general gist, but miss the exact wording of a promo code or hashtag. They may then respond to your ad by searching your brand online alongside phrases such as “new deal”, “watch offer”, or “promotion”.

By keeping an eye out for those keywords in your online analytics, you’ll have a clearer picture of how many people your outdoor advertisement is influencing.

Customer Surveys

Don’t get us wrong – state-of-the-art analytics technology is great and all, but you could also just try asking your customers where they heard about your brand and what brought them to your site. Try this in your online contact forms, email marketing campaigns, or even social media.

Mobility Tracking

Another way you can drum up more of an idea about reach, frequency, and impressions is to measure the movement of journeys people make in vehicles or otherwise in a certain area. This can be done by monitoring the GPS location of willing survey participants or, perhaps, asking them to write and submit a travel diary.

Outdoor Advertising Effectiveness: Why Outdoor Advertising Is Essential to the Success of Your Business

Outdoor advertising effectiveness

As more and more of our lives are playing out in front of screens, we’ve seen a massive spike in the popularity of digital marketing, and while this is an effective means of reaching people, it’s not necessarily the best way to advertise to prospective clients/customers.

The constant barrage of online ads and lead acquisition emails we experience in our day-to-day lives is enough to drive anybody up the wall. Rather than enticing the viewer, they tend to cause irritation and feelings of distrust.

In response to this over-exposure to digital marketing mediums, the value of traditional outdoor marketing has skyrocketed, and bMedia is at the forefront of this surge in popularity.

When people see a bMedia billboard, they’re not scrolling past it at lightning speed or distracted by a million other bits of data, they’re focused on your advert and your advert alone, reading it slowly, weighing up each word, enjoying the visual accompaniment, making a mental note to investigate further once they get to where they’re going.

bMedia Can Help You Grow Your Business

Contact us today and gain access to over 500 high-exposure areas across the entire island of Puerto Rico, meaning that we can single-handedly optimize the reach of your outdoor advertising campaign.

Our intuitive billboard location map makes it incredibly easy to explore your options, but we do so much more than simply provide the space for your advertisements. Our crack team of marketing strategists with years of experience in the industry will help you build your campaign from the ground up to serve your specific business goals.

Effective Billboard Advertising

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Billboards are a great medium to use when you really want to get your message to your customers.  Some people think they’re outdated in an increasingly digital world, but there’s a reason they’re still going strong. Everywhere from Times Square to Puerto Rico, they work! However, there are a few key factors worth noting that really contribute to effective billboard advertising.

Some say TV and radio advertising are losing out to streaming services. Others champion using online ads, but each channel there has a critic claiming no one uses that social network anymore. What’s undeniable is that people will still venture out into the world on a regular basis, and there’s no need to update their device in order to read a billboard.

The effort and detail put into everything behind the billboard will help maximize its message and effectiveness. In other words, the more you focus on the goals behind the ad, the audience, the design, and the location, the more optimized your billboard is for maximum effectiveness.

Here’s where to start your quest for effective billboard design:

effective billboard advertising

Tips for Most Effective Billboard Advertising

To make sure your billboard advertising is reaching its full potential, there are a few things you’ll want to pay close attention to.

Follow these 7 guidelines:

  1. Make sure you know your target audience
  2. In most cases, simple is better than complex
  3. Use clear messaging
  4. Follow best practices for ease of reading
  5. Always aim for a goal
  6. Focus on one call to action
  7. Never forget to use this to build your brand

This may seem like a lot of steps, but it really isn’t since many of them build on each other. Learn on to read how to best accomplish each one of these.

Define a Target

The first important aspect of creating effective billboard advertising is making sure that it’s targeting a specific group of viewers. Since such a wide variety of people will be exposed to it, it’s very tempting to try to advertise to everyone. Studies have shown that targeting a specific demographic using your billboard can often get the message across far more clearly than going after a broader group. Instead of a lot of people getting your message, it generally turns into no one hearing it.

When you decide on a target group, you’ll know who you’re talking to. Once you know exactly who’s going to be listening, you know how to craft your message in a way that they’ll hear it.

Keep It Simple

Too many words end up being too much information to remember. Don’t forget that people often see billboards when they’re driving or busy doing something else, so they don’t always have the chance to stop and read – even if they want to. Make sure you get your point across as quickly as possible.

A good general rule is to use a maximum of six words on your billboard, as this is about the most that people can quickly take in.

But, just because you can use six doesn’t mean that you have to. Using only one word can be great. Zero words can be amazing.

effective billboard design

Make Sure People Understand You

The next step is to keep your billboard understandable.  When you’re trying to sell something, you don’t want to show off in a way that strains the brain of your customer.  If someone really has to stretch to understand what you’re saying, they might start feeling stupid.  Once they associate your brand with that feeling, people aren’t really going to have a lot of motivation to give you their money.

But, if you make your billboard easy to understand, your customers will start to feel good about themselves.  Suddenly, you’re the brand that they relate to, and that’s who they want to have in their life.

Make Sure People Can Read It

We’ve already covered why your billboard should only have a few words and why it should be easy to understand, but it’s also extremely important to make sure people can read it.  By this, we mean to make sure the actual design can be taken in by the eyes of your customers.

Don’t use elaborate fonts that are difficult to make out. Don’t use colors that are so similar that they’re hard to tell apart. Make sure the billboard has lots of contrast between the different elements, but also make sure they’re colors that go well together.

Set a Goal

This is near the bottom of the list, but it’s still one of the most necessary parts of creating an effective billboard. It really should be done at the same time that you define your target. Make sure that you have a specific result that you hope for the sign to accomplish, or you’re just going to be creating a colorful banner.

Are you looking to create more brand awareness? Perhaps you’re marketing a specific product or service, for which you can track sales through the billboard campaign?

It doesn’t need to be a complicated or difficult goal.

Do you want to get more people in your store?  That’s a great goal.

Do you want to make sure potential customers learn about a promotion?  That’s another.

What about just making people interested in your brand?  That’s one of the most common reasons for creating a billboard.

effective billboard advertising examples

Define a Single Call-To-Action

What are you wanting your audience to do when they see your ad? Is there a phone number you want them to call? Maybe a website or social media channel you want them to visit? Is there a discount code you’d like them to enter? Don’t forget your contact info somewhere within the billboard advertisement, to make sure viewers don’t just see your ad – they engage with and respond to it.

Go With Brand Building

Now that we’re talking about your brand, that brings up a really good piece of advice.  Think about using the billboard mostly to keep your brand in the eyes of your consumers.  They’ll see your message every day on their way to work, but they don’t always have the chance to stop and read it.  Or, they may not even have a need for your products or services at the moment – but the sign will still be there.

If your name has been melted into their brains during a morning commute every single day, they’ll take that into consideration when they encounter you in a shop.  You’ll feel like a trusted friend who has always been there for them.

Don’t Be Intimidated By Overdone Effective Billboard Advertising Examples

If you do a search for “effective billboard advertising examples”, you’re likely going to come up with some pretty impressive results. You might find these amazing pieces of art to be inspiring, or you might be prepared to throw in the towel because you’ll never be able to think of an idea so great.

Take a deep breath and remember that out of millions of billboards, the internet will be happy to point out a few amazing success stories. These were developed by the top advertising agencies, and often had a bit of luck to really make them happen.

Just focus on the fact that the point of your billboard is to achieve your goals with your customers. Having an award-winning ad that will go viral online feels great, but it doesn’t contribute to your bottom line. Stick with the tips above, and you’ll be fine.

How to Buy Billboard Advertising

Now that you have more of an idea of how to do billboard advertising, you’re probably wondering the specifics of how to buy billboard advertising. Essentially there are two ways to go about it: building a billboard or renting space on one that already exists.

Pros of building a billboard:

  • You have more control over the billboard as a whole.
  • You don’t have to worry about the contract running out and not being able to renew.

Cons of building a billboard:

  • You need to either own or rent the land where it is placed (or the building it’s attached to).
  • You’re responsible for building and maintaining it.

Pros of renting an already existing billboard:

  • There is a lot less planning and commitment on your part, and the whole process can be significantly faster and easier.
  • If you decide the location isn’t working for you, you can move when the rental term is finished.

Cons of renting an already existing billboard:

  • Depending on the contract, the price or availability of the billboard could change in the future.
  • Some (but not all!) companies will place restrictions on what you can put on the billboard.

How bMedia Can Help With Effective Billboard Design

Now that you have all this new knowledge about billboards, why not put it to the test?  Give us a call, we are the largest provider of outdoor media in Puerto Rico and can help you get started with creating effective billboard advertising. As we consider your audience, your message, and the size of the ad, we’ll make sure that your billboard ad is most effective in its location and performance.

Types of Humor in Advertising

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In this digital world, we’re reaching the point where companies are expected to provide more than just a great service or product. Of course, this is where you should start, but more and more, companies are noticing the benefits of being authentic and creating a true bond with their audience. Being able to make your customers feel an emotion when engaging with your products or advertisements can allow your business to stand out. 

Humor can be a very effective advertising tool for taking your product, brand, or service to the next level.

Humor is a great way to trigger emotions in your audience, and triggering emotion will take your brand much further than using the basic, plain, cut and dry advertising techniques that so many companies rely on.

funny billboard advertising

Types of Humor in Advertising

There are many different types of humor in advertising that can be effective. These include:

  • Surprises
  • Personification
  • Exaggeration
  • Puns
  • Comparison

Read more about each method below!

Surprises

One of the best types of humor in advertising is using surprises. Can you remember a time that someone did something completely unexpected? As we know from the real world, surprise triggers a comic response. The initial reaction of shock and surprise quickly gets replaced by a feeling of “wow, that was hilarious”. In advertising, using surprise can be a little trickier, since it definitely needs to be done tastefully. We recommend that if you’re going to implement surprise into advertising, it’s a good idea to workshop your ideas with a team to ultimately create a funny yet appropriate advertisement. 

Advertising messages can use surprises in a bunch of different ways, across many different mediums. For example, you could choose a bold headline or billboard that shocks people, even just for a split second. You could send emails with big, animated surprises, or create videos with dialogue that can startle viewers. Of course, just like with any other advertisement, you need to be able to incorporate your product or service in there. However, surprises can help generate attention, as it is random, ridiculous, and if done right, will leave an impression. 

Personification

Personification is one of the most used, and best, types of humor in advertising. It’s one of the most classic tricks in the book, but there’s a reason for that. The use of personification in advertising is truly endless. Think of the Geico gecko or Tony the frosted flakes tiger. These well-known brand mascots help bring an additional sense of humor, and therefore memorability, to advertisements, cereal boxes, and entire brands. 

Personification helps messages be more entertaining and memorable. Of course, personification doesn’t always make sense to use, but when done properly, people will both understand and appreciate the humor. We’re naturally drawn to people that make us laugh, and there’s no reason to think that this doesn’t apply to brands and advertisements as well. One of the great things about advertising is that it is a great platform for making unrealistic possibilities come to life.

types of humor in advertising

Exaggeration

Exaggeration, or blowing things way out of proportion, is another one of the best types of humor in advertising. It is often used to really emphasize a point or attribute, or to simply poke fun at a real-life issue or common scenario. A word of caution- exaggeration definitely helps make you emphasize a point, it doesn’t necessarily make people much more receptive to that point you’re trying to make. Exaggeration, however, is one of the best tools you can use to make your ad more unique, expressive, and memorable- nine times out of ten, these attributes are a big plus.

This type of humor blows things way out of proportion, to a level that makes people appreciate just how unbelievably extra it is. It can be used to really hammer out a point or to make fun of a common scenario or real-life issue. While it makes people understand that you’re trying to make a point, it doesn’t necessarily make them more receptive to the point you’re making. But, It does help your message be more unique and expressive, which is almost always a plus.

Puns

Puns are a really double-edged sword, so it’s definitely important to tread lightly with these. They’re the easiest types of humor to go wrong, but a cleverly delivered pun can be an effective way of advertising. A lot of people and companies avoid puns altogether, mainly because it’s pretty easy to underdeliver if there isn’t much of a bang. 

It doesn’t make sense to use a full pun in a full joke format, but a pun could be used in a shorter phrase on a billboard. It’s definitely a great way to make people chuckle, and the ah-ha moment associated with understanding a pun can help drive brand recall. It definitely takes a lot of time, workshopping, and exterior feedback to make sure your pun is clever enough and a good fit for your target audience.

Comparison

Lastly, one of the final types of humor you commonly see in advertising is comparison. Comparison is pretty straightforward: it puts two or more things beside each other to create a contrast. Many big brands use this before, like fast food companies showing their delicious, juicy burger versus the old, drab, crusty version of the competitors. Many of these comparisons also include exaggeration, which additionally helps appeal to our sense of humor. When it comes down to it, product A isn’t necessarily this much better than product B, but weaving a sense of humor into the comparison can help persuade a customer better. Customers could appreciate the boldness and humor of your message.

how to make a funny billboard

bMedia: Puerto Rico’s Leaders in Outdoor Advertising

Humor is a great method to employ on many different advertising mediums, billboards included. A humorous billboard can be eye-catching, memorable, and provide your company with a great return on that advertisement. 

If you’re advertising in Puerto Rico, there’s no better billboard company than bMedia. At bMedia, we have decades of experience designing eye-catching and high-performing billboards in Puerto Rico. We use high-level advanced analytics to create and subsequently monitor your business’s ideal billboard advertising campaign, and we have hundreds of advertising locations to choose from.

bMedia are Puerto Rico’s leaders in OOH media and advertising. We will work with you to ensure your advertisements are seen and remembered. Contact us today!

Best Rum in Puerto Rico

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One of Puerto Rico’s greatest claims to fame is its rum manufacturing. Not only is rum an important export of the island. The industry also employs lots of people all across the island to make this distinct drink.

Although high-quality Puerto Rican rum can be pricey, great rum doesn’t have to be expensive. If a rum has rich and complex flavors, it will absolutely drink well on its own. If it tastes good in a rum cocktail, as well as on its own as a sipping beverage, then you have certainly found a great, high-quality rum — no matter the cost. So if you’re asking yourself, “What’s the best rum in Puerto Rico,” read on to find out!

whats the best puerto rican rum

Types of Rum

Rum varies in type according to the way it is made, the length of distillation, and the type of materials used. Rum types include:

  • Dark Rum
  • Light Rum
  • Premium Aged Rum
  • Fruit Infused Rum
  • Vintage Rum
  • Overproof Rum

There are many types of rum from all over the world. Puerto Rico happens to be one of the most well-known places that produce rum.

History of Rum Making in Puerto Rico

Puerto Rico is certainly known for its rum production. This small island has captured the attention of the world, as well as a good percentage of North American rum drinkers.

Rum makers on the Caribbean island of Barbados bear the title as the original rum manufacturer. Rum production there dates back to the early 18th century. Puerto Rican rum production, on the other hand, dates back over a century and a half.

By the mid-1800s, sugarcane farming had become a major industry of the Caribbean. At one point, there were over seven hundred sugarcane plantations on the island of Puerto Rico alone. In addition to exporting sugarcane and sugar on its own, Puerto Rico began to produce rum from its sugarcane crops.

Spaniard Don Juan Serrallés imported a still from France, and in 1865, he produced the first casks of Don Q rum, named for the novel Don Quixote. The Don Q manufacturers set out to produce the perfect rum using a unique yeast and white oak barrels from America. Don Q rum is still produced in Puerto Rico to this day.

best rum in puerto rico

Even though it is a small island, Puerto Rico has established its place in rum production on an international scale.  In fact, Puerto Rico calls itself the rum capital of the world. The island produces over eighty percent of all rum consumed in the US.

Puerto Rican rums are made by five major companies. These include: Don Q, Bacardí, Palo Viejo, Ron del Barrilito, and Ron Llave. These Puerto Rican rum brands have a reputation for high standards of production and consistent, high-quality products. Each of these can be considered by many to be the best rum in Puerto Rico.

Best Puerto Rican Rums

Don Q

The Serrallés family has been perfecting their Don Q rum for six generations. It is the best-selling rum on the island and the preferred rum of Puerto Rican drinking establishments. Current production includes Don Q Cristal, Don Q Añejo, Don Q Gold, and Don Q Limon.

Bacardí

Bacardí rum business began in Cuba. Facundo Bacardí Masso started his rum production over a century and a half ago. Although Bacardí started in Cuba, it has an important facility in Cataño, Puerto Rico. Established in 1930, this distillery became the largest premium rum distillery in the world. Tourists visiting Puerto Rico can visit Casa Bacardí at the distillery to learn about the Bacardí brand and its history, as well as engage in tastings. As well as several rum varieties, Bacardí products include Grey Goose vodka, Dewar’s whiskey, Bombay Sapphire gin, and Cazadores tequila.

puerto rican rum

Palo Viejo

Palo Viejo rum, like Don Q, is made by the Serrallés Distillery. Palo Ready, created in 2015, comes in a ready-to-drink pouch containing Palo Viejo rum and various juices. These can be used to create such rum cocktails as sangria, limoncello, and island rum punch.

Ron del Barrilito

The Ron del Barrilito rum business was created by Pedro F. Fernández. He established the distillery in 1871.  It is located on what once was his father’s sugarcane plantation. The name Ron del Barrilito refers to its aging in barrels. The distillery has fewer than ten employees. Four are family members. The company continues to use the same formula Pedro Fernandez used. Although small, Ron del Barrilito is part of Puerto Rico’s rich rum tradition.

Ron Llave

Ron Llave is another premium Puerto Rican rum whose history dates back to the 19th century. Ron Llave, unlike some of the other primary Puerto Rican rums, is produced in Arecibo, a city on the northern coast of Puerto Rico. Ron Llave has a wide variety of premium rums to choose from.

Rum Advertising

Rum companies, like other manufacturers of alcoholic beverages, face tight competition. Especially in a place like Puerto Rico, where rum is very popular and there are many different manufacturers, it’s important to stand out. The goal should be to produce brand awareness, encourage drinkers to buy their brand over others, and showcase new products.

With effective advertising, rum producers can persuade drinkers to switch to rum from another alcohol. They can also advertise to reach new customers or even convert those who tend to drink other rum brands. Through ads targeting customers who don’t know much about rum, these brands can build a new niche market from a target audience.

As new companies begin rum production and as new products emerge, rum manufacturers strive to attract consumers in a competitive business.

Benefits of Outdoor Advertising

Whether in Puerto Rico or anywhere else in the world, we are a society on the move. We spend a lot of time in cars, buses, trains, on bikes, and on foot getting to work, to school, or touring. That is why outdoor advertising is such an effective way to get brands known, new products introduced, and special events publicized.

We see advertising communications everywhere. Brand messaging can be shared on highway billboards, transit posters, and ads on buildings, trains, and buses.

Because outdoor advertising is big, bold, and interactive, it grabs the viewer’s eye. Many passersby make the same trip multiple times per day. Especially when caught in traffic, they are a captive audience.

Outdoor advertising gives advertisers a great return on investment. A survey found that seven in ten people read billboards consciously as they pass. Over ten percent say they made a purchase based on outdoor ads within a week of seeing the ad. So whether you’re making the best rum in Puerto Rico, or you’re just getting your brand off the ground, you can certainly benefit from outdoor advertising.

how to advertise rum

Why Choose bMedia to Advertise Your Rum?

Like every other business, rum manufacturers want to get their brand out there and recognized. They want to boost sales and outsell their competition. When a new product is released, the company wants the public to know about it. If they are planning a special event to showcase their product, they want to entice potential buyers to attend.

Any brand will have only so much money to put into advertising. Thus, they will want to put their advertising dollars where they will attract buyers. Outdoor advertising has proven to be one of the most effective ways to tell the public about a product.

To optimize your advertising dollars in Puerto Rico, you need a firm with proven ability to analyze a target market and get your brand optimum exposure. bMedia has a proven record. With tons of prime advertising locations, years of experience, and proven practices, bMedia is certain to help boost your company’s sales. To learn more about how bMedia can help your brand, contact us today!