Level 1 is upon us, and with it, an increase in outdoor traffic, it is estimated that South Africans spend an average of 15 hours a week on the roads – this offers incredible potential for outdoor marketing.

During the start of the pandemic, outdoor marketing flipped its narrative from advertising to relaying messages of health and safety and messages of hope and celebration for our essential workers. Proving that outdoor marketing remained a powerful platform even when the majority of the potential audience was spending their time indoors.

Now, with the flow of traffic returning to normal, it’s back to business as usual. We take a look at outdoor marketing costs in South Africa and what it can mean for your business.

Average Cost Of Billboards And Outdoor Advertising in South Africa

Billboards are among the most popular forms of outdoor advertising, ranging anywhere from R10 000 to R90 000 per month, depending on geographical location.

Outdoor advertising is an umbrella term that encompasses a range of media, all as effective as billboards but at a fraction of the cost – which can prove useful to start-up companies and SME’s.

Examples include:
– Street pole poster campaigns.
– Mobile billboards.
– Signage at bus stops and taxi ranks and advertising on motorbikes.

Factors That Affect The Price Of Billboard Advertising

Many aspects can influence what you’d end up paying for outdoor advertising, but the three key factors are as follows:

Circulation: The volume of traffic passing your billboard; these figures can be obtained from transportation authorities.

Demographics: A breakdown of the audience profile – age, gender and the average income of those most likely to view your advertisement. A billboard intended for an audience with a higher income bracket would generally cost more.

Impressions: The number of people who view your advert based on its size, speed at which people travel past, and overall visibility. These numbers are generated from the circulation and geo-positioning of your advert.

Additional Costs To Keep In Mind

Production will be charged on top of your billboard rental. Lighting costs would also incur an extra free. Maintenance and repair are standard for any business asset – wear and tear and weather damage will generate additional costs over time.
The price of the chosen medium for printing your billboard advertisement will fluctuate depending on the quality of materials used. Installation might be charged as part of your monthly rental or as a once-off fee.

The agency contracted to handle your outdoor advertising will factor in the following costs:
– Cost of conceptualizing the advert’s message and supply of artwork.
– Printing and installation costs.
– Cost of scheduling new adverts and concepts.

Benefits Of Advertising Outdoors

– Outdoor marketing remains the only major marketing channel that isn’t content-based, so it is not being diluted by the surge of content-based marketing that emerged post-pandemic.
– It’s a marketing medium that lives in the physical world, and it cant be exited or scrolled past. It’s advertising that is bot free and encourages trust.
– Outdoor advertising has outshone mass media platforms like radio and television in terms of effectiveness and return on investment; this is because of a drop in demand caused by subscription-based streaming platforms.

In Conclusion

Outdoor advertising costs in South Africa can be expensive, but there are various options available to smaller businesses other than billboard advertising. The start of the pandemic saw significant decluttering in areas that are popular for out of home advertising, and the resurgence of traffic now that restrictions have been lifted means that prime rental spaces are available for your business to use.

Outdoor electronic billboards and other forms of Digital Out Of Home (DOOH) marketing are an excellent way to maximise your reach over an entire day. It gives you the flexibility to change your message regularly, and overall, it is a greater return on investment than most outdoor marketing methods. In addition, given that we live in such a digital age, it is the most modern and on-trend form of advertising that is rapidly gaining popularity.

Understanding the difference between digital and conventional billboards and knowing key factors to consider when choosing to go for outdoor electronic advertising will help you decide if it’s the right choice for your business.

The Difference Between Traditional And Electronic Billboards 

Both forms of electronic advertising hold sufficient merit – comparing them in key areas can help you make the right decisions regarding outdoor marketing.

Content Flexibility: A digital billboard can show a whole range of motion content that can be changed regularly. It can even convey several messages or advertise for many businesses – making it an excellent choice for property owners who rent out office and retail spaces. However, this means that your messages are allocated specific timeslots. While a traditional billboard shows a static image that is visible at all times, however, it needs more planning before it is replaced.

Appearance: Where conventional billboards sometimes deteriorate over time subject to weather conditions that can cause them to fade and peel, digital billboards will withstand the test of time and remain bright and bold. However, they can be subject to electronic faults if left unmaintained.

Scheduling: Focus your marketing in a more targeted way by advertising at peak times with an electronic billboard. Changing an advert can take a matter of days instead of a traditional billboard that needs more planning before it can be replaced. A conventional billboard conveys a static message, so placement is imperative.

Cost: A vinyl billboard design and installation are usually charged once-off, a monthly rental fee is implemented with further costs for maintenance and replacement. A digital billboard is often more expensive to install, but it eliminates printing costs and advert replacement requires very little labour.

Factors To Consider When Choosing An Electronic Billboard

Location: Your intended audience will determine the ideal location for your advert. If you want to reach a wide range of customers and have the option of measurable peak times, you must consider placing it near a highway or main road. 

If you want to speak to tourists and have a more lifestyle-oriented message to convey, consider putting it near hotels and commercial properties.

If your target audience is younger or working-class citizens, your placement should be near schools, universities, or office parks. And if the purpose of your advert is to draw clients to your place of business, then it wouldn’t make sense to place it very far away.

Installation Restrictions: Certain conditions might affect the viability of your installation. Cable management, potential security issues, accessibility for transport of equipment must all be previously thought out.

Brightness And Temperature Management: Consider your contrast ratio for a good quality image, especially on sunny days. Increased brightness will allow maximum visibility night and day.

Temperature regulation is essential – if your display gets too hot, it can permanently damage the liquid crystals in a process known as isotropic blackening. Consider internal air conditioning to protect your electronic components and external temperature regulation – whether natural or artificial to protect its display.

Atmospheric Conditions: While digital billboards are often more durable, you’ll want to avoid areas of extreme temperatures and weather conditions, excessive rain or snow and humidity that can cause corrosion and equipment malfunction.

In Conclusion

Outdoor electronic billboards are an excellent and effective form of communication – keeping up with today’s faced-paced technological advancements. Implementing outdoor electronic advertising as a part of your marketing strategy can significantly improve your reputation with the general public. It is one of the most relevant, modern and eye-catching forms of advertising available today.