Have you ever looked at a large size of the billboard advertising on your route to work and wondered if they are still effective in business marketing? Like many managers, you have probably thought about using outdoor media advertising but aren’t sure if billboards can provide an excellent return on investment. Even in this age of digital advertising, billboards are still very effective additions to your promotional and marketing strategies in 2017 and beyond.
There is a strategy with billboards
To make a billboard successful, it needs to be part of a strategic plan. The range of the cost for each size is determined cost including circulation, demographics, and impressions. The amount of circulation is estimated by the amount of traffic that passes the billboard. Demographic is what kind of people are driving by the billboard advertisement. The billboard’s location determines this. The impression is measured by the number of people who see the advertisement. This based on the billboard’s visibility from the road, size and the speed. At which, the traffic on the nearest road is travelling, all of which are derived from the circulation of the billboard.
When placing a billboard ad, you will usually have access to all of the analytics to assist you in making a purchasing decision. For example, you will know the amount of traffic, the demographics of the average passenger (age, gender, and income level). As well as the average amount of impressions you will get.
Some people, especially those with long daily commutes, consume their time in their cars than at home watching TV or reading newspapers. This indicates that cars provide immense advertising opportunities.
Billboards Are Still Alive
Studies showed that 71% of us “often look at the messages on roadside billboards and more than one-third (37%) report looking at an outdoor ad each or most of the time they pass one.” Billboard advertising is still a major form of advertising.
What to have to keep in mind when designing and placing a billboard
Outdoor advertising becomes competitive, and this is why you need to know how to ensure your billboard has the best chance of being noticed.
Keep it simple –
Six words or less, no distracting imagery or fonts
Not to use it as a direct response medium –
It’s ok to have your phone number and website on your billboard. Just remember that this is a secondary advertising medium, which means that it is ideal for brand-building and campaign support.
Be smart and to the point –
A smart billboard design will grab your audience’s attention and will leave a lasting impression. However, the message should be straightforward and allow people to get it in seconds.
Focus on one message and one message only –
You have just seconds to convey your idea; you don’t have time to list features, benefits and such.
Going beyond making it look nice
Great and powerful design and marketing go beyond just making things look nice. Reach your customers any way you can, especially with techniques like outdoor advertising; If your company is looking to raise brand awareness, then billboard advertising could be a great way to get the word out.