Signs of Success^®

Despite the proliferation of digital channels, billboards remain a vital component of successful marketing campaigns. They offer unique advantages in reaching and resonating with audiences, from their unparalleled visibility to their ability to create memorable brand impressions in high-traffic areas. Through insightful analysis and real-world examples, we uncover why billboards remain an indispensable tool for marketers seeking to make a lasting impact beyond the confines of digital screens.

Why are billboards still a significant marketing tool?

The short answer is that billboards still work as advertising tools. Plus, they’re large and in charge! While our lives are dominated by digital marketing, at some point, most people will get in their cars, board a bus, call for a LYFT or an UBER, and look at the real world as they travel to and from home to work, or school, or the grocery store or a restaurant. That’s when we engage with billboards along the way, often reading a billboard every time we pass it. According to a number of studies, 

• 71% of people driving say they notice billboards
• 37% say they look at billboards each time they drive past them

Billboards are also quite effective because you can’t close or click away from them like so many digital ads, and you can’t fast forward through their messages like many consumers do during television commercials. Another rewarding feature of billboards involves their ability to establish brand awareness. 

Building brand awareness 

Consumers driving around town view billboards numerous times, and after a while, people feel like they know your brand and are willing to try your products. This is especially beneficial to local businesses, as billboards reach target audiences at a hyper-local level. 

Over time, familiarity and constant exposure to your brand keep it at the top of your mind, fostering engagement. 

Earning trust and gaining prestige

Long-term advertising also earns your brand legitimacy, as consumers view your brand as dependable and trustworthy. This trust adds a layer of prestige to your business. Prolonged exposure to your message, with trust and prestige on your side, will attract new customers, potentially converting them into loyal customers. Your existing customers will remain engaged as you contact them with special offers and new product promotional sales opportunities. Another reason billboards are still a relevant marketing tool revolves around their cost-effectiveness. 

Cost-effectiveness

While billboards are not cheap, they are incredibly cost-effective compared to most other advertising media. For one thing, they stay up a long time. They stay there once they’re in place, establishing and reinforcing brand awareness as part of the local landscape. Only online display advertising, with its inexhaustible supply of inventory, enjoys a lower CPM than billboards. CPMs (cost per mille) refers to the cost of reaching 1000 impressions in various media formats. Comparing CPMs allows media buyers to determine which medium is more cost-effective. According to investment bank Solomon Partners, industry CPMs (on average) stack up like this:

• Online Display: $0.80-$4
• Out of Home/Billboards: $2-$9
• Radio: $4-$25
• Video: $8-$25
• Cable TV: $10-$22
• Print: $9-$54
• Broadcast TV: $16-$45

Digital billboards

Digital billboards may cost more than static billboards, but they offer greater flexibility and the ability to change your content in real-time. Plus, digital billboards have a considerable recall rate of 83% and capture 400% more views than traditional billboards, leading to increased exposure and sales. Digital billboards offer the ability to change your message often. Some restaurants change their digital billboard ads three times a day to reflect breakfast, lunch, and dinner specials. However, digital billboard ad space slots are generally rotated with other businesses, with 6-8 seconds showing of your advertisement at a certain frequency, depending on the number of advertisers on that board. While digital billboards offer more creativity, with the ability to switch between videos, lively text, and impressive full-color high-definition images, not as many viewers may see your digital ads as shown in rotation with other businesses’ ads. 

Interactive Billboards

Not as cost-effective but incredibly rewarding, interactive billboards engage audiences with creative campaigns that establish brand awareness. 

Successful outdoor advertising, such as billboards, calls for specific requirements to achieve positive outcomes. Some of these essential elements include:

Location

Billboards perform best in areas with high vehicle and foot traffic near popular shopping destinations. While you can’t target your audience with billboards, you should consider the types of audiences that will likely see your ads. Think about your messaging and place your billboards where you can get the most views from that audience. 

Composition: Creative and impactful

Billboard messaging needs to be concise, with simple, uncluttered design, clear fonts, and  impressive visuals, in addition to:  

Using catchy messaging 

Consider that drivers have only about 6-8 seconds to process your information. Humor in your messaging is an effective way to make it memorable but make every word count. 

Using colorful photography and imagery 

Whenever possible, use vibrant photography and imagery to convey your messages. Remember, humans process images faster than words.  

Including  a call to action

Motivate your audiences to take action by including your website URL, or other contact information, such as “visit us at this address,” instead of a phone number, as people remember words better than numbers.

Real Life Examples

• An example of a clever and impactful billboard is YESCO’s image of mountains with hikers heading towards them and the text, “That’s Wy ” with travelwyoming.com underneath it. The play on the word “Why, is amusing and memorable.
• Another real-life example by YESCO features an image of a smiling OB-GYN doctor leaning against a wall, with “Tanner Clinic “ to her right and the message “True Community Healthcare since 1910” covering most of the left half of the sign. The doctor’s relaxed stance, reassuring smile, and direct messaging emanate a trust that appeals to women regarding their healthcare providers. 

Billboards are still a powerful marketing tool in today’s digitally dominated advertising landscape. Billboards can also get a second life online, as people like to share images of billboards that they want, generating more brand exposure for your business. Integrating billboards with social media advertising can also boost your online marketing efforts better than just digital marketing.  Thinking about using billboards in your marketing scheme? Contact us to learn how YESCO’s out-of-home advertising can fit into your marketing strategy!