Billboards have been a part of human history for as long as we can remember. From finding evidence of ancient billboards by archaeologists to the modern billboards towering over busy highways, billboards have become omnipresent in our society.
We see them on daily commutes, road trips, and even during our leisure activities. But how effective are they for businesses that use them to advertise their products or services?
In an industry where the effectiveness of advertising is measured by the return on investment (ROI), billboards are still a highly reliable form of advertising. The number of viewers and memorable impressions a billboard can make, along with its ability to provoke conversion or sales, makes it a valuable tool for advertisers.
The billboard industry has also stayed current with technology trends, and digital billboards are becoming increasingly popular. It’s hard to miss the massive digital billboards adorning Times Square in New York City, for example, moving and flashing with mesmerising colours and designs to grab attention.
So, why have billboards managed to maintain their position as a staple in the world of advertising? Perhaps it’s because they offer a cost-effective and dependable way of reaching a wide audience that few other mediums can match. If you have ever doubted the efficacy of billboards for advertising, it’s worth exploring further to see what makes them a unique and effective tool in the marketing arsenal.
Why are billboards still the old faithful when it comes to good advertising?
You might think the answer to this question is crystal clear, but it’s actually way more multifaceted than meets the eye. Billboard advertising is a powerful tool for reaching your ideal audience, capturing attention from even the most advertising-shy folks, and making sure your message really sticks.
With all the different ways billboards can grab people’s attention and keep them coming back for more, it’s no wonder why this timeless advertising medium is still going strong today.
Billboards facilitate geographically targeted marketing
Crafting a marketing strategy will always fall short if you don’t target the right audience. It’s crucial to ensure that your message is reaching its intended audience. So, if you have a brick-and-mortar location, or your services are limited to a specific region, it’s vital to target people within your area to ensure a successful campaign. This is where billboards come into play.
Billboards offer geo-targeting solutions that no other marketing tool can. Once you place your message on a billboard, you know precisely where your audience is located. Imagine the impact of being able to assess the road a billboard is on and have an idea of the people driving by, where they are headed and where they’re coming from when they engage with your message.
The location aspect of billboards is strategic, especially when managing your budget. Billboards in rural areas are undoubtedly less expensive than those in high-traffic urban areas. Regardless of these differences, you’ll potentially reach a broad audience for a relatively manageable cost. Give your marketing strategy a boost with geo-targeting solutions offered by billboards.
Repetition. Repetition. Repetition.
When it comes to billboards, the right message can make all the difference. With people whizzing by at breakneck speeds, you need to grab and hold their attention fast. That’s why messages that are straightforward, easy to understand, and inspiring action are the ones that truly shine.
It’s all about hitting that subconscious sweet spot. As drivers cruise past billboards day after day, the messaging they contain creeps into their brains on a deep, subliminal level. That’s why cheeky, timely, or downright essential messages that tap into immediate needs are the ones that stick with people the longest.
Billboards target one of the last remaining truly captive audiences
In today’s world, we’re constantly bombarded with advertising. From the moment we rise until we hit the hay, ads are virtually everywhere we look. However, as a consumer, we have more ways than ever to avoid engaging with these ads – we can glance at our phones when commercials come on TV, or use ad-blocking applications to evade ads on our phones. With this sort of challenge in the advertising world – how does one ensure that their ad will catch a potential customer’s attention?
Well, here’s some good news: there’s one location where people are practically forced to focus on the world around them. When we’re inside our cars and driving, we have no choice but to stay alert and pay attention. So, if you’re truly determined to captivate folks with your ad, the key is to catch them while they’re stuck in traffic. By strategically placing billboards in opportune areas, you can achieve just that with creative outdoor advertising concepts.
According to a survey conducted by the Australian Automobile Association in 2019, the average Australian spends around 10.6 hours per week driving their car (of course, it’s worth noting that this number can vary significantly depending on the individual’s occupation, location, and lifestyle).
The emergence of digital billboards has been a game-changer
Billboards are consistently underestimated due to outdated perceptions of this advertising tool. However, digital billboards have revolutionised the industry by coming into the 21st Century, unleashing their full potential with the latest technology.
Unlike traditional billboards with one permanent image, digital billboards are enormous computer screens that are programmed for displaying messages in innovative ways. They can consist of switching images periodically, allowing multiple advertisers to share the same billboard, or they can get more complex animations and real-time updates.
In-person messages are significantly more memorable to individuals. The public has begun to classify digital advertisements as mundane and invasive. Consistent and frequent advertisements can also result in ad fatigue, which may decrease the CTR (click-through rate) for that advertisement.
Billboards are more effective and memorable than digital and online ads, while not contributing to ad fatigue. People are more likely to be attentive to place-based ads and billboards because of their noticeable, distinctive nature.
The takeaway? Billboards are here to stay
So, how effective are billboards? Very.
Picture this: you’re driving on the highway, minding your own business when suddenly, like a phoenix rising from the ground, a towering billboard appears before you. You can’t help but look up at the behemoth canvas towering over the surrounding landscape. Herein lies the power of billboard advertising; a physical, unyielding presence that other forms of advertising can’t replicate.
Now, a billboard won’t solve all your marketing needs, but in the right hands, it can achieve things that no other medium can. Imagine having a concise, impactful message that you can convey to a captive audience, and all in one fell swoop. That’s the magic of advertising on a billboard.
This advertising medium can also be incredibly cost-effective. For a moderate investment, you could command more attention than virtually any other advertising tool. And with the ability to customise every part of your billboard, from size to location to design, you can tailor this medium to suit your specific needs and budget. It’s a win-win situation.
Now, back to that thing about “the right hands”…
As leaders in our field, SignManager knows how to create stunning billboard signage that’s too enticing for audiences to ignore
Equipped with a network of qualified and professional contractors to turn our innovative signage solutions into reality, SignManager is your #1 billboard signage provider nationwide.
Aside from billboards, we can also provide your business with exceptional pylon signage, national monument signage, digital signage and corporate sky signage solutions in a construction and property capacity as well.
Get the ball rolling on the next chapter of your brand’s advertising solutions, by getting in touch with SignManager today. Alternatively, please feel free to submit our enquiry form and we will promptly respond to your query.