Billboards Are Here To Stay

Traditional outdoor advertising is thriving by adapting to the times by staying effective, relevant and desirable.

Other traditional advertising mediums are floundering in the digital age and although ten years ago billboards were seen as outdated and irrelevant it is now seen as the rising star of traditional media.

Billboards fall under the larger category of “out of home” (OOH) ads. These types of ads have seen phenomenal growth and an increase in ad spend. The proof comes in the form of data from several countries.

The Proof Is In The Stats

A study by Nielsen found that OOH delivers more online activity per ad dollar spent than any other traditional media. New figures in released in March 2019 show that the revenue of out of home advertising in America rose 4.5 per cent in 2018 compared to the previous year, accounting for $8 billion.

According to the Out of Home Advertising Association of America (OAAA), the revenue total marks a record high for OOH, with 35 consecutive quarters of growth.

“In today’s new era of media, OOH has become a force for consumer connection, offering engaging and informational experiences,” said OAAA President & CEO Nancy Fletcher.

Another interesting aspect is that technology giants have become big users of the OOH medium. According to the OAAA the top 15 advertisers in 2018, ranked in order of OOH spending, include Apple, Netflix, Google, Amazon and Facebook.

Of the top 100 OOH advertisers in 2018, one-quarter were from the technology sector, according to the OAAA. According to reports, there are more than 370 000 billboards across the US that are in active operation and with thousands added each year.

“OOH is as relevant as ever because it offers high impact and amplifies all other media investments, including today’s largest ad channel – digital,” said Stephen Freitas, OAAA chief marketing officer.

Why The Change?

There are many reasons why outdoor advertising is thriving. It seems people are spending more time outside the home and billboards have become part of consumers’ daily lives.

Traditional outdoor advertising does not face the same pressure from technology as other forms of advertising with technology rather being an ally thanks to digital footprints. Billboards also don’t have to worry about ad-skipping or ad blocking as they still have the power to grab attention.

A smart billboard campaign will most likely go online after getting snapped by smartphone cameras and shared on social networks or lead to debate if thought-provoking.

Billboards aren’t just surviving, they’re thriving.

Most marketers would think that it is virtually impossible to advertise a brand and make an impact in less than 5 seconds, but this is exactly what billboards do. In a very short space of time, they get through to potential consumers and create an awareness of a brand, service or product. The first rule of advertising is usually to get a brand exposed to as many potential customers as possible, and this is why billboards are one of the most commonly used types of advertising around.

A billboard is able to make an impact on the subconscious and conscious mind of a consumer, which will usually include anybody who drives, cycles or walks past it. Of course, the positioning and the design of the billboard are of utmost importance in order to increase its display power. Because people can easily recognise and comprehend visual images and slogans, it is possible to send a message within a few seconds. This means that only one well-placed billboard is needed to expose the brand to an audience of thousands, and they will become more familiar with the product, service or brand every time they encounter it.

New technology now includes digital billboards that display moving images or various images consecutively. These are particularly effective at high traffic intersections where vehicles have to stop, or slow areas where there are regular traffic jams. Slowing right down, or waiting for a traffic light to change gives people more time to absorb a longer message, and digital billboards are able to tell a story in 5 – 30 seconds. It is even possible to screen specially adapted advertisements!

The well-documented advantages of billboard advertising include the following:

1. They are highly visible and noticeable, even to a driver passing them in a few seconds.
2. A variety of demographics can be targeted, depending on where the billboard is placed.
3. Information on the billboard can easily be perceived or registered.
4. Repeated exposure to the potential consumer.
5. Highly cost effective when compared to other advertising media.
6. The audience is guaranteed – anyone who uses the road or intersection where the billboard is placed can see it.
7. Drives sales.
8. Draws customers to the brand, and not the other way around.
9. Highly effective at launching new products and promotions.
10. Increased presence and recognition of existing brands.

When it comes to advertising media, the display power of billboards is hard to beat. The next time you are looking for a cost-effective advertising medium, choose a well-placed billboard from Face First Media!