The percentage of people who look at billboards can vary depending on a number of factors, such as location, visibility, content, and the audience you are trying to reach. However, research suggests that a significant portion of the population does notice billboards. According to an Arbitron National In-Car study, “71% of people consciously look at billboards while driving.”
The study found that about 50% of American drivers find billboard advertisements “highly engaging.” Some drivers, 37%, in fact, say that they read billboards every time they drive past them.
In terms of provoking customer response, according to the Out of Home Advertising Association of America, OOH advertising methods, including billboards, are between 38% and 86% effective at provoking a consumer response. Meanwhile, digital advertising, including digital billboards, is between 46% and 84% effective. These phenomenal ratings place OOH billboards above almost every other leading advertising method, including,
radio, newspapers and magazines, TV ads, and even digital advertising.
Other studies have revealed that:
- 24% of people who looked at billboards visited a store that day because of a billboard
- 32% of people who looked at billboards visited a store they viewed a billboard later that same week
- 25% of people who looked at billboards visited a store immediately after viewing the billboard
- 58% of people who looked at billboards noticed a restaurant on a billboard and later dined there
- 56% of people who looked at billboards shared a funny billboard they found humorous with someone else
Billboards still hold a competitive edge even in the digital marketing landscape of today’s advertising strategies. Contact YESCO to learn more about how we can help you grow your business with billboards.