The billboard is changing. The use of computer screens as advertisements has been around for a while but in recent years billboard-size digital displays have reached a new level of affordability. Digital billboards aren’t just for high-end brands with big pockets; it’s time for everyone to consider whether or not digital billboards are right for their marketing campaign. Digital billboards offer a range of benefits over their traditional counterparts and in this article, we’ll look at each specific advantage of digital billboard advertising with some examples that show the power of this cutting-edge advertising tool.
Digital billboards can update in real time
Thanks to the internet people have different expectations about how advertising works. They spend hours staring at screens that display advertisements tailored to them. Ads today know our names, our locations, and what we’ve been looking for. Digital billboards might not be able to reach this level of customization, but they can still utilize the latest technology to deliver a timely message. This is one of the major advantages of digital billboard advertising.
Look at this digital billboard advertisement from Target. It’s a powerful reminder of allergy season that utilizes the latest pollen count. It’s a brilliant combination of useful information and powerful marketing that is sure to stand out in a world flooded with advertisements.
Digital billboards can display time-sensitive messages
Have you ever gotten excited by an ad for an event only to realize that its time had already come and passed? Many companies waste money paying for advertisements that will outlive the events they are advertising. Digital ads can cut down on waste by automatically switching over at certain times.
Take this advertisement for the TV show “Hell’s Kitchen” as an example. Traditionally advertisements for a weekly TV show would have to run all week long, even though the show wouldn’t be on six out of the seven days. But with digital billboards, a TV channel advertising on a billboard can make sure that it always advertises the shows that viewers can watch immediately after they see the ad. It’s a great way to increase the ad’s return on investment.
The same digital billboard can display two entirely different advertisements just minutes apart from one another
A traditional billboard can only display one advertisement at a time, and it can take hours of work to transition from an old ad to a new message. This isn’t the case with digital billboards. A digital billboard can be loaded up with multiple messages that it cycles between on a set schedule. Companies that advertise on digital billboards can buy the perfect amount of advertising for their needs and budgets. This means that there’s no reason to pay extra to monopolize an entire billboard if you think you can do just as well sharing the space. Say goodbye to one-size-fits-all ad buys!
Digital billboards can convey a sense of urgency
Most people are procrastinators by nature. If they can put something off, they will. Companies lose sales all the time because of this. Customers might plan on making a purchase, but they decide to wait until later and end up never spending a dime. To overcome this tendency it’s important to create a sense of urgency, and digital billboards are uniquely equipped for this task.
Just look at this advertisement for Dodgers Baseball. It has a timer ticking down, which can have a big psychological impact on those who pass. It reminds them that time isn’t unlimited, that they need to act quickly if they don’t want to miss their chance to see a game. A traditional billboard might be updated every day, but a digital billboard has the advantage of ratcheting up the urgency with updates by the hour, minute, or even second.
Digital billboards can engage with customers on a grand scale
One of the best ways to ensure repeat business is by building a deeper connection with your customers. In the past billboards used to be a highly impersonal type of advertising but digital billboards can facilitate interaction between you and your customers. Just check out this campaign by Pattison Onestop and Spacing Magazine. They asked for people to tweet out love letters to Canadian cities and then broadcast those letters across the cities. Traditional billboards might have been able to display a single message, but the digital billboards could display hundreds of messages a day.
People got to see their own words on billboards across the country, news outlets got a patriotic story to tell, and Pattison’s shopping centers gained plenty of fantastic PR. It’s the sort of marketing-win that digital billboards enable.
The world is moving quickly and billboards need to keep up with the change of pace
Information travels faster than ever in the age of smartphones. Traditional static billboards were invented in a world where news traveled at the speed of the newspaper. Today even 24/7 cable news channels are too slow for media consumers who are hooked into a constant stream of social media messaging. If you want to keep up in this environment, then you need the sort of flexibility that digital billboards can offer.