With the emergence of social media advertising and other digital marketing trends, some may consider that outdoor advertising is past its hay-day. But that misconception is largely unfounded.
In fact, with the rise of the digital age, billboard marketing may even be more relevant and effective today.
With ever-developing effects, such as digital screens, 3-D figures or different structures, the concept of the billboard and why it works remains the same. Companies should instead consider the billboard as a key method of advertising and a staple for across all industries.
Anyway you look at it, billboard advertising works, and its effectiveness has proven itself for decades. Here are some of the top reasons why billboards are an important marketing tool.
The World is On the Move
Over time, countries all over the world have become more mobile. People spend less time at home. Whether enjoying a road trip or travel, commuting to work or simply seeking a new experience, the citizens of the globe are on the move.
All that time in cars ads up, and advertisements placed roadside where travelers and commuters can see them are sure to be noticed.
Drivers are a Captive Audience
Drivers eyes on the road, their eyes are also on the large, visually appealing billboards by the roadside.
It has always been true that drivers are a captive audience, and is becoming even more true with harsh legislation banning texting and driving and driving while distracted rolling out every year.
While drivers can turn down the radio or subscribe to a completely ad-free channel, they jeopardize their very safety by taking their eyes off the road. With little else to safely distract them, chances are they will spend a few moments peering at that billboard.
And, unlike other advertising mediums, outdoor ads cannot be turned off, hidden or thrown away.
Billboards Inspire New Ideas
An effective billboard for a restaurant, attraction or even unique shop can generate instant sales for travelers who are looking to explore a new area.
With a growing culture of exploring off-the-beaten-path and seeking unique experiences, a well-placed billboard that provides directions to an unusual spot can generate instant sales.
This makes a billboard a surprisingly cost-effect method of advertising, as well. Although the original billboard itself can be pretty costly to design and erect, if placed effectively it will more than make back its’ cost in sales.
Advancements in billboard technology have also added a new dimension to billboard advertising effectiveness, with the ability to display multiple ads throughout the day.
Brand Repetition & Exposure
High brand awareness lies in repetition and exposure. While a tried-and-true marketing strategy, doing so is only expensive but also increasingly difficult to get noticed.
Billboard advertising is the only marketing media where the advertiser has full control of the ad space. The ad has constant exposure – no other media allows your message to be displayed 24 hours a day, 7 days a week. It’s is a powerful marketing tool.
If what audiences see in your billboard makes them laugh, inspires them, reminds them of a positive memory or any other avenue of emotional connection…you’ve probably secured a loyal customer.
Let’s face it, today’s consumers are constantly barraged with advertisements in print, online, over the radio, commercials on television and even on social media.
With a constant stream of sellers courting each consumer, a very particular method of selection based on emotional connection has emerged. Think about it: if an advertisement can charm you or make you laugh in the few seconds it takes to view it, don’t you think more positively about that company?
The same concept applies to billboards, and works here better than many other advertising avenues. You have a captive audience guaranteed to glance over your billboard for at least a few seconds.
Impact & Creativity
Billboard marketing is big, bold, colorful and creative.
With all the technological advancements and swirls of advertisers globally, companies are encouraged to top one another in creativity and thinking outside the box. Consumers have come to expect this and celebrate it.
For example, Chick-Fil-A is just another fast-food sandwich stop, isn’t it? Wrong.
Chick-Fil-A is a globally recognized brand for a myriad of reasons, including their top-notch customer service, good works and their famous billboards.
The second you glimpse a familiar black and white billboard in the distance with hand-painted splashes of red, you know what you’re looking at. That’s even before you see the 3D cows posed in a variety of amusing positions, or the humble red Chick-Fil-A logo. The cows “vandalizing” the billboard have become an expected and creative part of their advertising strategy, and to look at their earnings, we think its’ working.
So if you are looking to stand out from the crowd, reach people faster and more effectively, consider billboard marketing in your arsenal.
Contact bMedia to learn more.