Advantages of Digital Billboard Advertising

Advantages of Digital Billboard Advertising

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.

Target Pollen Billboard

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.

Fox Time Sensitive Billboard

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.

Digital Billboard Strategy

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!

Dogers Digital Billboard

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 Billboard Advantages

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.

bMedia Digital Billboard

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.

Coke Advertising Error

Funny Advertising Fails

Advertising is all about creating associations. People who see a clear message alongside your brand will connect the two in their mind even if they don’t consciously realize it. But this effect is a double-edged sword; if someone attaches their brand to a poorly made advertisement, it can really hurt their image. Of course, if an advertisement is so bad that it’s funny then people share it online. So these advertisements are either fails or successes depending on whether or not you believe that all publicity is good publicity.

What Does That Say?

If you’re having trouble reading this on a screen that’s standing still imagine trying to read it while you drive past at more than sixty miles per hour. This sign seems like a real traffic hazard. Even if you can read it the slogan “see your teeth as we do” doesn’t feel worth the effort required.

Funny Advertising Fails

Hunters and Hygienists

So I’m confused, are they holding my dental hygienist hostage? Listen, it’s great if you have hobbies and sometimes you can even work your favorite pastime into your ad campaign. But your job and your hobby need to align in some way for it to work. All this sign makes me think of is my teeth mounted on the wall beside some antlers.

Hitchcock Dental Advertising Fail

Quality Control is Crucial

Even great designs can blow up in your face if the idea isn’t executed correctly. This ad must have looked great on the screen it was designed on but because the people putting the sign up didn’t put care into their work the whole impact was ruined. It just goes to show how important everyone, from the ad executive down to the person who actually has to physically put the ad up.

Coke Advertising Error

Diabetes, Straight Ahead

This sign placement is either incredibly unfortunate or ingenious. If the diabetes sign was there first, then McDonalds made a huge mistake. But if the McDonalds sign was the original sign then the people at the Ad Council found a great way to spread their message and make people question their unhealthy eating habits.

Diabetes Straight Ahead

Join the Fun!

Because of the way the picture was cropped we can’t tell what the full sign says. What we can say for sure is that this sign seems to be encouraging people to die, and that’s always going to be a bad advertising move.

Funny Advertising Error

Celebrating Remarkable Women

Mixing social issues and personal promotion always requires a tricky balancing act and the people behind this sign handled the challenge with the grace of a boozed-up bull in a china shop. Honoring women is a worthy goal, but when that’s your goal you probably don’t want to make it look like your company doesn’t have any female leadership.

Billboard Advertising Fails

Love Your Curves

On the topic of mixed messages, here we have another case of good intentions and poor execution. If you want to sell your product to women who identify as curvy, then you should probably hire some models who aren’t so skinny. This advertisement manages to feel pandering, tone deaf, and insulting all at once. In that way, it’s actually quite an accomplishment!

Love Your Curves Billboard Fail

This is Bland Flavor

Always triple check your font choice. Look at it yourself, show it to a friend, then show it to a stranger. If the designer behind this ad followed those steps, someone might have pointed out that the cursive I and S come together to look like a B, turning “island” into “bland.” It doesn’t help that the food in the picture ranges from black to brown to white. A little bit of garnish might wouldn’t have hurt.

Bland Flavor Advertising Fail

Technical Error

Just as technology has opened up new avenues for success, it has also created plenty of new chances for failure. In the old days, a billboard ad would never need to be rebooted. Then again, this might be a good advertisement if it was put up by one of Intel’s competitors as a way to paint their products as faulty.

Technical Error Billboard Advertising Fail

1-800-CALL

Last time I checked 1-800 numbers needs a few more numbers than this. What are the last three numbers? I know that CALL translates into 2255 but what three numbers do you get out of four generic looking lawyer types? Who thought this sign was complete? So many questions, so few answers.

Hilarious Billboard Fail

For more humorous advertisements check out our article on: Funny Signs and Billboards.

Outside the Box Marketing Ideas

Outside the Box Marketing Ideas

Sometimes it’s the craziest ideas that produce the most effective results, especially in the world of marketing. There’s no quicker way to grab someone’s attention than to catch them off guard and to do something original. As such, we wanted to share a couple of our favorite outside the box marketing ideas from different companies around the world.

Target’s Hotel Light Show

Crazy Target Marketing Idea

What do you do when a billboard just isn’t big enough? Target decided to get creative in order to construct a giant physical multimedia advertisement. By renting out all of the street facing rooms in Manhattan’s Standard Hotel, opening up their curtains, and projecting bright lights, a large interactive and dynamic ad was created. While similar in for all intents and purposes to a billboard, this giant outside the box display also featured live dancers in each of the rooms as well as DJ orchestrated score.

This fascinating and incredibly intricate display manages to play around with the concept and ideas behind successful billboard campaigns while not being held back by the constraints of the medium.

Local Radio Station Gives Away Air Guitars

Free Air Guitar Advertisement

Everybody loves free stuff. There’s nothing like putting your brand on a bunch of cheap merchandise and giving it away in order to keep people thinking about your message. These types of marketing campaigns are usually very successful, if a bit costly. When a rock station in Glasglow, Scotland decided to try a promotional give away of their own, they figured they’d cut costs a bit.

The humor and cheekiness of this ad is designed to catch people off guard and inspire them to tell their friends. Indeed, the creators of the ad were successful as soon their displays of this outside the box marketing idea were being shared all over the world through various social media platforms.

Trueblood – Free Wooden Stakes

Trueblood Crazy Marketing Idea

In the same vein as the last campaign, this campaign also seeks to raise buzz through giving out free stuff. Also much like the last campaign, it subverts the actual manufacturing aspect of such a campaign in a clever and unexpected way.

While not actually providing anything of use to passersby, this crazy marketing ad manages to trigger the animation of passersby and still manages to create the same positive feeling associated with receiving free stuff.

Eat Mor Chikin At Chick-Fil-A

Chick Fil A Billboard

It’s likely you’ve probably seen one of these billboards at one time. However, this marketing campaign goes beyond a single billboard and has actually been running since 1995. This series of ads featuring cows making their own signs and billboards promoting the increased consumption of chicken always feature physical cow props and a stark black and red on white color scheme. The consistency and number of these ads are what propels them past being simple one off billboards and make them a larger overarching campaign.

Chick-Fil-A’s history is an interesting note in that of the history of billboards as well. While their competitors were building their brands through commercials, Chick-Fil-A’s innovative billboard campaign brought it enough success on a much smaller budget.

Hack the World in Watch Dogs

Hack the World Watchdogs Ad

Whether it’s films or games, launching a new IP is tough business and carries a lot of risk. So when Ubisoft decided a videogame title from a new IP, they knew they needed an effective marketing campaign to sell people on the idea.

Watch Dogs is a game in which the protagonist uses their smartphone to hack into the world around them, changing streetlight colors and even stealing cars. In tune with this concept, Ubisoft ran a marketing campaign based out of a mobile phone retailer. The campaign consisted of staged public stunts in which volunteers were told that their phones were capable of doing such things as turning on and off the lights inside of the store.

By allowing an audience to experience some of the gameplay in real life, and share this experience across social networks, Watch Dogs soon became an underdog darling of the video gaming world up to unto its release.

As you can see whether it’s using humor in advertising or crazy marketing ideas, making an impression is what counts when it comes to outdoor media.

Best Super Bowl Ads 2017

The Best Super Bowl Ads of 2017

The Super Bowl is the time of year when the best teams prepare to compete with each other. Tons of planning has gone into a specific strategy, and they want to be the most talked about group after the game is over.

When it ends, only one advertisement can be the best, but it can be hard to choose. Oh, and there’s an NFL game being played when the commercial breaks aren’t showing…

Types of Commercials

This really is a big stage for commercials, and the price range shows it. In 2017, the cost for a 30-second spot was $5 million. When you’re spending that kind of money, there isn’t much room to make an error. The styles vary from funny to serious to utterly absurd, and sometimes they even try new methods such as filming during the show.

For a variety of different reasons, here are the best Super Bowl ads of 2017.

Cam Newton vs. a Buick

Buick seems to be refreshing its brand image, in quite an entertaining way. The popular quarterback Cam Newton shows off his skills around some kids who are much newer to the game than he is, and even a supermodel makes an appearance.

Mr. Clean is a Ladies’ Man

The trusty old Mr. Clean is back, but he’s a little more risqué than he’s been in the past. Plus, this commercial gives a valuable insight to any man wanting to be sexier for his wife or girlfriend.

The Accepting Airbnb

The vacation rental website decided to go the serious route with their big commercial this year, and they focused on highlighting their value when it comes to dealing with people who are different. The ad was made in a very simple way, but the message came across clearly.

John Malkovich Needs a Squarespace Site

This clever ad takes two parts to tell the story of John Malkovich trying to get the correct web address for the website of his new fashion line. The extra clever part is that he actually did launch a men’s clothing line, so we can only assume that he uses Squarespace and had an awkward time getting the rights to his own name.

Hyundai Puts Off Filming Until the Last Minute

The car maker Hyundai followed a fairly common Super Bowl theme of being patriotic and supporting soldiers, but they managed to work another gimmick into the ad. Instead of filming it beforehand, as was the strategy for every other commercial ever made, they had two crews on opposite sides of the planet putting it together while the players were on the field.

It worked.

LIFEWTR Gets Artistic

This bottled water company believes that creativity and design are crucial to their brand, and they have a special edition set of bottles designed by certain artists. The commercial itself is very image driven, shows art being created, the music is great, and water manages to have a starring role.

Skittles Romance

One of Skittles’ trademark strategies is to always have funny ads, and this one doesn’t disappoint. You start by rooting for the teenage boy who wants to impress his girlfriend, and then you end up being jealous of her family.

Sprint Continues to Go After Verizon

In one of the stranger and more traumatic ads of the 2017 Super Bowl, Sprint shows a dad faking his own death in order to get out of paying his Verizon bills. This ad will definitely be noticed and talked about, but it also runs the risk of feeling too intense.

An Action-Packed Ad by Wix

This one really felt more like an action movie than a commercial for a website platform. The main character is a chef who is so involved in the building of a beautiful site for his business, that he doesn’t even notice Jason Statham and Gal Gadot destroying the place while battling some bad guys. They even help him move his company in a new direction!

NFL Super Bowl Babies

The NFL follows up last year’s ad about babies who were born 9 months after a Super Bowl, by showing actual babies dressed up as iconic NFL legends. It’s a good test of your knowledge – can you identify them all?

Man and Machine by Lexus

Lexus goes a lot more modern while comparing a man and a machine, and it makes you wonder which is which. It’s crisp and creative, and it’s impressive enough to watch over and over.

#DriveProgress with Audi

Audi went with a very touching ad that had a message from a father concerned that he’ll have to tell his daughter that men aren’t equal to women in the workforce. However, she inspires him so much that it ends with bright hope for the future.

TurboTax and Humpty Dumpty

Have you ever wondered why Humpty Dumpty was sitting on the wall before he took his great fall? Well, TurboTax finally got to the bottom of it.

What Was Your Favorite?

These are some of the best commercials shown during the Super Bowl, but there’s no mathematical formula to prove which was the winner. Which did you like the most?

Mixing Advertising Mediums

Relate to your Audience – Classic Puerto Rican Commercials

How successful is your advertising? Do you even have a strategy?

Most companies do, but there are quite a few who don’t do it correctly. And the truth is, a little mistake can put you out of business, but a minor correction can drive your sales through the roof. It all comes down to relating to your audience so you can give them what they want. Do you feel confident that your company does that?

Advertising Strategy Puerto Rico

The Point of Advertising

There are many different reasons for advertising, but the ultimate goal of doing it is to increase the amount of money that your company makes. However, there are a lot of different ways to go about it. The simplest example is trying to convince customers to stop what they’re doing and go pay for your product or service. A more complex idea is building up a specific image around your brand that will influence the decisions potential customers will make in the future, and this often is done in a way that patiently waits until they are ready to get out their wallets – then it swoops in and makes the sale.

The thing to know is that you can try as many of these different types of strategies as you want, but they are only going to work if you remember to do the most important thing:  get the attention of specific customers.

Picking a Target Audience

Before being able to relate to your audience, you have to decide who they are. You can narrow them down by age, income level, interests, or a number of other factors. One of the best ways of doing it is to really think about the product or service that you are offering. Who does it solve a problem for? Once you know the answer to that question, try to figure out more about these people. It helps to know where and when they shop, how much money they make, whether your offering is a necessity or a luxury item, and other similar concepts.

Once you’ve figured this out, you’re ready to make your advertisement. You know who your customers are, why they need your product, and where and when they’ll give you their money. Now, it’s as simple as making sure that your ad speaks their language.

Puerto Rico Advertising

Risks of Not Choosing the Correct Audience

Unfortunately, narrowing it down to the exact type of customer can be difficult. Also, many managers are afraid of excluding larger groups because they think it will lose overall sales. But, advertising to smaller groups almost always leads to larger profits! This is because generic advertisements that are aimed at getting the attention of everyone tend to backfire. They ultimately get ignored by all the different groups, and their money ends up going to other companies. However, targeting a specific group means it will be more noticed and the message will get across more successfully.

What Does This Have to Do with Puerto Rico?

Most of this is known by successful business managers, but what does it have to do with Puerto Rico? Well, a lot. If you’re operating your business on the island, you will have to decide who your market is.  If you’re part of a big international brand, it can sometimes be enough to simply localize the advertising strategy in a way that pulls in Puerto Rican culture. In this case, basically the target audience is the locals, and that has narrowed it down from everyone else on the planet. The overall strategy will have already figured out how to position itself for the right types of people. Use the local lingo, show Puerto Ricans, and mix the music.

On the other hand, if you’re simply a local company, you might have to distinguish between yourself and other similar businesses on the island. This is where it helps to have a small and defined target audience.

Mixing Advertising Mediums

Mixing Types of Advertising

Another important thing to note is that it’s important to mix different types of advertising. You want to reach your targets where they are, so you can target teenagers on Facebook, but probably not their grandparents. But, it usually works best to use a few different channels. An online video can educate them about your product, a billboard can remind them every day on their way to work, and a sale can get them through the door.

Classic Puerto Rican Commercials

If you want more examples of what the purpose of this is all about, just think about some of your favorite ads that you’ve seen. There are plenty of classic commercials that have done well over time. Here are a few examples of favorites from the past, do you remember them?

Who Is Your Audience?

So, do you know who your audience is? Are you ready to reach them? Give us a call, and we’ll make sure your billboard becomes a valuable part of influencing your customers.