Most people who have journeyed on a long road from one location to another have at some stage been stirred into action by a billboard announcing a rest stop, restaurant, or gas station. For instance, a billboard that displays a delicious-looking burger and an ice-cold drink and says, “Turn right at the net exit to bag Bobby’s Burger!” immediately calls to the person who needs to break the monotony of the drive or one who likes the look of the burger. In cities, these types of billboards are commonly spaced closer together to indicate the presence of a business or establishment. More billboards are located in places where traffic moves slowly, such as bottlenecks, traffic junctions and airport turnoffs. This provides the driver and passengers to peruse the message streamed to them via the billboard. If advertising media could be seen as a family, the billboard is the energetic uncle that does not visit very often, but when he does, he immediately captures the attention of everyone in the room. This makes him stand out, and because he stands out, he becomes memorable. Such is the power of the billboard.

Other pros you can expect when using billboard for your advertising campaign include the following:

• Cost-effective: Billboards provide an outstanding return on investment. Compared to other advertising media it is inexpensive but just as effective. The placement, design and location all have an impact on how effective the billboard is, but modern science and advertising studies have honed the skills of billboard companies to pick up the best locations and to design a top-notch billboard that gets noticed. They are especially useful for small businesses with small budgets because they pack a lot of punch for relatively little money.
• Large: Because billboards are tall, wide and large, they stand out above the landscape, which makes it easy for them to grab all the attention and stick in the memory of those who they impact.
• Targeted audiences: While some people consider billboards to be a very general and unscientific advertising medium that targets a wide but irrelevant audience, they cannot be more wrong. It is indeed possible to appeal to specific target markets or demographics. Location and design are very important factors here, for instance, a brand new young sportswear line could be featured outside a gymnasium or sports club, or a luxury vehicle brand can be featured near an exclusive golf club or in a high-income neighbourhood.
• Multiple exposures: Most marketing campaigns need a ‘multiple touch’ approach in order to be effective, especially when the brand is new. Billboards are highly suited to this kind of approach because they can provide a number of exposures before the call to action is made. Repetition reinforces the concept to market the brand effectively and deliver results.

There are many other reasons why businesses choose billboards and outdoor advertising to market their brands. For more information speak to our experienced team at Face First Media!

Most marketing managers or business owners often wonder whether billboards actually work. Because there are now so many different, modern ways to advertise, including social media, there is a whole myriad of advertising media to utilise, and because billboards have been around for more than a century, some people may view it as a rather antiquated way to advertise. They may even question the effectiveness of billboards as a result.

The answer is easy. While billboards have been around for centuries and are still used very widely, it proves that it is an advertising medium that has retained its usefulness and effectiveness. They do produce a good return on marketing investment because, compared to television or radio, they are inexpensive, yet they attract a very wide audience.

The average person spends close to twenty hours per week in some form of transport, and some a lot more. Whether they are driving their own vehicles or commuting via public transport or taxi, they are on the road, and keen to enjoy the landscapes around them. They do listen to the radio and this provides great advertising opportunities, but radio advertising at peak times is very pricey. One of the most cost-effective ways to take advantage of the time that people spend travelling is the use of billboards and some other forms of outdoor advertising. There is a captive audience just waiting to be thrilled or entertained by your billboard advertisement, and you can leverage this with great results.

The placement of billboards is of importance and can have a great impact on the return on the investment. The design is also a critical factor that can impact ROI. Different locations will call for different designs; for instance, a billboard next to a highway with a lot of traffic will have to make an impact within 1 – 4 seconds, and a billboard at a busy intersection or bottlenecks where traffic routinely come to a standstill typically has more time to make an impact while vehicles are stationary. The design has to be adjusted accordingly to get the right results. Where traffic is slow, more information can be provided, where traffic flashes past, less is more. Impulse buying decisions can also be influenced by billboards. For instance, indicate the presence of a shop or restaurant further along the highway, and people may suddenly remember that they need to pick up some groceries or get something to eat on the way.

Getting the billboard noticed is great, but it only forms part of the strategy. You need to ensure that your advertisement is memorable once it was observed and that people take action accordingly by investing in your brand. It then goes without saying that yes, billboards are still one of the most cost-effective and effective ways to appeal to a large audience!