Advertising with Billboards

Creating an Effective Billboard

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  Some people think they’re outdated in an increasingly digital world, but there’s a reason they’re still going strong everywhere from Times Square to Puerto Rico, they work!

Advertising with Billboards

Define a Target

The first important aspect of creating an effective billboard 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.

Billboard Outdoor Media

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.

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 of your brand?  That’s one of the most common reasons for creating a billboard.

Billboard Advertising

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.

Let’s Get Building

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 creating an effective billboard advertisement.

Billboard Reads Emotions

A Billboard that Reads your Emotions

You’re being watched…

We all know that the day would come that robots would invade our world, but it looks like science fiction was being overly dramatic in a lot of the horror stories.  They never mentioned how profitable the robots would be.

That’s right, we live in a world where billboards are thinking.  They can read you, decide what you’re thinking, and give you the best possible ad.  From there, all you can do is grab your credit card.

Did you know this was an option for your business?

Billboard Reads Emotions

So, What is This Intelligent Billboard?

Billboards were installed in London last year as a test of the technology to see if it was possible for a computer to successfully design the perfect ad – on its own.  They had a digital display, and they had a camera inside to read the people looking at them.  The first step was to decide what sort of mood the person was in.  Then, depending on whether the viewer was happy, sad, or neutral, it would display a different version of the ad.  Afterward, it analyzed the responses to measure how successful the ad was.  Finally, it repeated the good ads and trashed the bad ones.

The Technology Inside

You might imagine that they developed some sort of incredibly advanced technology to make this happen, but that actually wasn’t the case.  This was put together by the M&C Saatchi Advertising Agency, and they were working with Clear Channel and Posterscope to make it happen.  The billboards just had a Microsoft Kinect camera inside, so they were really just using technology that had already been developed for playing video games.  Kinect is able to read people’s reactions, so it gets the job done.

Bahia:  The Coffee of the Future

Unfortunately, this whole campaign probably created a lot of angry customers.  For the experiment, the advertising agency decided against using a real brand, so they simply made one up.  The product was an instant coffee called Bahia, and it’s not the type of thing that usually draws a lot of attention.

The Evolution of the Ad

The billboard was only advertising the one brand, so it was fairly limited in what it showed.  It didn’t promote sports cars to one person, laundry detergent to the next, and allergy medicine to a third.  Instead, it was programmed to use a series of different fonts, colors, and styles to see how different people reacted to the plea to buy coffee.

Why Spying on Your Customers Works

While the first instinct of many is that this whole idea is kind of creepy, it can actually work to improve everyone’s life.  If you remember that the main goal of advertising is to let people know about products or services they want, then this just helps eliminate all the noise on the street.  Instead of wasting your time, these smart billboards were able to show people what they wanted to see.  Also, since it measured reactions to see what people liked and didn’t like, and it can help make higher quality advertising in the future.  It’s basically like having a focus group that’s composed of, well, everyone.

Why the Internet Isn’t As Important as We Think

The internet has become a great place for businesses because it makes it possible to measure things in a way that has never even been remotely possible.  A lot of companies have been using it as an excuse to steer away from more traditional forms of advertising media, but this could put a stop to that pattern.  Internet browsing history is a great way to build a profile of your customer, but nothing beats walking around town with them and asking them their opinions.  If this technology can be in a few bus stops in London, it might not be long before it’s all over the globe.

This Campaign Doesn’t Invade Your Privacy

One nice feature about this little experiment is that it was designed in a way that wouldn’t let it cause any invasion of privacy.  It didn’t follow the standard internet strategy of storing all your information.  Even if it did, it wouldn’t make a huge difference because it never actually knew who it was looking at.

Time for You to Do the Same

Do you use similar techniques in your business?  Even if you don’t want to go to such extreme measures as this campaign did, are you taking advantage of modern advertising strategies? The marriage of technology and traditional advertising is a key relationship in influencing consumers.