{"id":2492,"date":"2020-01-21T19:53:19","date_gmt":"2020-01-21T19:53:19","guid":{"rendered":"http:\/\/billboards.bmediagroup.com\/?p=2492"},"modified":"2020-01-21T19:53:19","modified_gmt":"2020-01-21T19:53:19","slug":"measuring-billboard-effectiveness","status":"publish","type":"post","link":"https:\/\/www.bmediagroup.com\/news\/measuring-billboard-effectiveness\/","title":{"rendered":"Measuring Billboard Effectiveness"},"content":{"rendered":"

Depending on whom you ask, billboards conjure different images. Let\u2019s agree for the purpose of this article that, when we talk about billboards<\/a>,\u00a0we are referring to those large outdoor structures we normally see along the interstate.<\/p>\n

Of course, this definition is a little simplistic. Billboards come in all shapes and sizes. They are not just along well-traveled roadsides. We see them in city downtown areas. You will find billboards anywhere billboard manufacturers expect them to earn money for the advertiser and hence the creator.<\/p>\n

The term billboard comes from the \u201cbilling board\u201d. This term refers to the outdoor advertising space of gigantic proportions. Billboards are huge because their aim is to catch the eye of passing walkers, cyclists, and vehicle drivers. They are intended to be read in their entirety in the time it takes a pedestrian, biker, or driver to pass by the sign.<\/p>\n

\"does<\/p>\n

Measuring Billboard Effectiveness<\/h2>\n

According to writer, Apryl Duncan,\u00a0Americans are deluged with visual stimulation<\/a>. She estimates that, on average, Americans are bombarded with between four thousand and ten thousand ads every day.<\/p>\n

To be effective, billboards need to stand out from their competitors. While billboards have a captive audience as people walk, run, bike, or drive by, they must be large, striking, and easy to read. Otherwise, their potential audience will simply ignore them. Measuring billboard effectiveness is important to every outdoor media campaign. Billboard companies should provide statistics and specific data as it applies to:<\/p>\n

Location<\/h3>\n

Outdoor media is unique in that it is one of few advertising mediums that is not as dynamic. Where internet ads can change frequently and within a short time span, billboard generally change less often, but are sometimes more effective. How is this? Measuring billboard effectiveness always begins with evaluating location of potential billboard placement. This is usually done by considering factors such as:<\/p>\n