Of course, those attention-grabbing billboards are the most prominent thing you probably notice while traveling or going to the office. Even though billboards are one of the most traditional forms of advertising, they are still very powerful. This article focuses on billboard advertising and how to design effective billboards for your intended audience.
Building brand awareness and spreading the word about your company (or product or campaign) to as many people as you can are both accomplished with billboard advertising. When compared to other marketing strategies, billboards typically have the highest number of views and impressions because they are located in such busy areas. Due to their placement on significant thoroughfares, roadsides, expressways, etc., billboards typically reach a wider audience.
Usually, businesses use billboard marketing to introduce a new good or service. Startups frequently use billboard marketing due to its wide reach, availability around the clock, visibility, etc. Billboards are also very difficult to ignore. However, it is more likely that a pedestrian or a passenger will see a billboard at least once.
Types of Billboards
Billboards come in a variety of shapes and sizes. Some examples of billboards include:
Painted billboards:
These billboards are not graphically created. Rather they are painted either on the site or in studios and then placed on the site. In recent years, these billboards have been replaced by graphically created billboards. However, they are still used in some regions where only a single board is necessary.
Mobile billboards:
A mobile billboard is one that appears on buses, cars, and other moving vehicles. The advantage of a mobile billboard is that it is more likely to be noticed by your target audience. This is because the vehicle moves around the area you’ve chosen as a key location for promoting your company.
Digital billboards:
A digital billboard displays varying images and text generated by computer systems and software. It can be set up to show running text or change it depending on the time of day. The ever-changing texts offer maximum impact and reach for specific audiences.
Three-dimensional billboards:
These are modern-style billboards that capture viewers’ attention and curiosity by providing three-dimensional dramatic visuals and pop-up book-style graphics. They can even transform a static image into a moving object that can display various messages at different times.
Static Billboards:
Static billboards are made of large printed vinyl and stretched across the billboard’s face. Here, a particular element in the billboard cannot be changed in a matter of seconds or minutes but must be re-erected and fastened to the structure.
Billboard Advertising Statistics
There are no simpler words to say it, but billboard advertising is one of the most effective. In fact, if you want to target a massive or general audience, billboard advertising should be a mandatory part of your marketing strategy. Some statistical figures prove that billboard advertising is still a very impactful advertising practice.
- More than 50 percent say that the billboards they saw were highly engaging.
- While driving, almost 71 percent of people look at billboards.
- 46% of people share a view that billboard advertising is the best way to bring new products to their attention
- 71% of the consumers remember the billboards they interact with daily.
- 57% of the customers believe that messaging on a billboard is more trustable.
Factors that determine the total Cost of Billboard Marketing
The total cost of a billboard depends on certain factors including,
1. Circulation:
Circulation is the total number of people who pass by the billboard each week. This information is gathered by local transportation authorities
2. Demographics:
Demographics refer to the age, gender, income level, and other characteristics of the traffic that passes the billboard. This information is gathered from travel surveys and local transportation authorities.
3. Impressions:
Impressions are the number of people who see the billboard. This information is calculated based on the billboard’s circulation, the size of the billboard, how close it is from the road, its visibility, the speed at which traffic is passing by, and more.
4. Positioning:
The likelihood that the ad will be seen is considered before deciding the billboard advertising costs. The more likely the audience is likely to see the ad, the higher is the cost of the billboard.
However, the cost of billboard advertising does not end with “renting” ad space. You must also consider the cost of designing, printing, and constructing the billboard. In most cases, businesses must pay for billboard advertising on a monthly basis.
We’ve already discussed how important billboard advertising can be; here are some of the most common benefits of billboard advertising.
Availability around the clock
Once or twice a day, how often do you see a TV or online advertisement? The likelihood of more and more people seeing these advertisements is low. You could pay to have your commercial played on the radio or television, but this only guarantees that your commercial is played a few times per day. A billboard, on the other hand, is always on. Customers may be exposed to a brand or service only once or twice through other forms of advertising, but billboards provide continuous exposure as people pass by. Although the message is shorter than it would be in other ad formats, it can stay in people’s minds longer because it is present at all times of the day.
High Visibility
Simply put, people see billboards on a daily basis. In fact, the statistics we mentioned earlier have overwhelmingly confirmed this fact. Everyone, including drivers, passengers, and pedestrians, should at least glance at these billboards. You have a greater chance of receiving the most impressions if your billboard is attractive. Because billboards are placed in strategic locations near intersections and busy thoroughfares, people will constantly be looking at your impressive and eye-catching advertisement. People can choose to ignore a television ad or click on an Internet advertisement, but they cannot avoid seeing your billboard as they move about the day.
Increases Brand Recognition
When compared to getting responses from email campaigns, websites, or phone calls, billboards may not be your first choice. They are, however, critical in raising brand awareness. Billboards are seen by hundreds of thousands of people every day. In fact, the same person may see your billboard on a regular basis. This encourages potential customers to conduct a search for your brand, product, or service. Billboard marketing aids in the creation of brand awareness.
Customized Location
The ability to install billboards anywhere that is appropriate for your business is another benefit of them. For instance, you can place your billboard there if you believe it will reach more potential customers in that town or county. For maximum reach, install them at busy intersections, freeway exits, etc.
You typically have a choice of where to put your message because there are billboards everywhere. Use the location of your billboard to draw attention to yourself or to specific customers. It can be close to your place of business, a busy intersection, or an exit from the freeway. If you choose the right location, you can easily reach a large number of people thanks to how big and prominent the billboards are.
Targets a Wide Range of Customers
Billboards enable businesses to reach a wide range of customers with a single advertising medium. Rather than wasting time and money identifying and researching niche target customer groups, a billboard allows you to reach a large portion of the diverse general population. Billboards also bring customers to you, so you don’t have to waste your advertising time and money trying to reach out to them. This can be extremely beneficial for widespread services that appeal to a wide range of demographics, as well as for finding customers you might not have expected to be interested in your company.
TIPS FOR EFFECTIVE BILLBOARD MARKETING
We now know that billboard advertising can significantly deplete your marketing budget. However, if done correctly, it can bring you regular business. Here are some helpful hints for making your billboard advertising more effective and eye-catching.
Tell a Brief Story
The word “storytelling” immediately conjures up images of a lot of words. However, modern storytelling is vastly different, particularly when it comes to billboards. Because billboard viewers include pedestrians, drivers, and passengers, you must be both precise and comprehensive. People don’t have time to read long texts, so you should focus on visual storytelling.
The majority of billboard designs tell this story through imagery and possibly some text. Most drivers, in fact, stop reading after a few words. Rather than describing an idea or campaign with text, use your billboard to convey its essence.
Always Select the Correct Location
The effectiveness of the billboard is greatly influenced by its location. It ought to in various ways reflect the place. For instance, you can use local slang, sports teams, quirks, or even inside jokes to your advantage. These strategies enhance the billboards’ appeal and relatability.
Keep it Bold and Simple
Even if you’re writing on a billboard, keep it simple, precise, and bold. Do you think someone driving by your billboard at 70 miles per hour will stop and read it? No, I don’t believe so. As a result, keep your design, text, and font simple but eye-catching.
Furthermore, color selection is important for billboards so that they can be easily identified or differentiated. For example, if you are installing a billboard in a rural area or countryside, avoid using the colors green, brown, and blue.
It Should Appear Interactive
Okay, we discussed taking advantage of the location. We can also use the environment and surroundings to make our billboard interactive. This strategy will make your advertisement stand out among the noise and capture the attention of passers-by. What if I told you that brands have used sunlight to enhance the appearance of their billboards? Even if your billboard isn’t in the city, you can use the environment around it to your advantage.
Make it unforgettable
Marketing on billboards is only successful if it leaves viewers with a lasting impression. People cannot remember every single billboard because there are thousands of them unless it is distinctive. Additionally, it will be even better if you can incorporate creativity into your product.
Your billboard needs to convey a message or a call to action in an engaging and memorable way. Use emotional marketing techniques in your billboard design to make it memorable, whether you use humor, anger, empathy, or cunningness.
Let’s Make your Billboard Marketing Worthwhile
There is no denying that social media and other online platforms have diminished the significance of billboard advertising, and many brands may no longer use it as their primary inbound marketing strategy. However, it has shown to be a very resilient sector, and the possibility of its yielding 10% annual growth makes it a worthwhile investment option. At JMT Communications we are ever ready to make your marketing dreams come to reality through the creation of an impactful, memorable billboard for your brand. Contact us today.
