You are probably already familiar with the use of billboards, but bulletin billboards may be an unfamiliar term to you. Bulletin billboards are the largest types of billboards used for advertising and display. They are typically found next to busy roadways and highways, and their size makes them easy to read from different distances and angles. The location and placement of the billboard are also vital to maximise visibility.

The first bulletin (or large-format billboard) was created in 1835 in the USA to advertise the arrival of a circus. The visibility that it created was so successful that bulletin billboards became quite commonly used practically anywhere around the world by the late 1860s. Until then, there were no standard sizes when it came to billboards, and advertisers leased and sized billboards according to the client specifications. Later they realised that it is a lot easier and cheaper to build standard sized frames and to display posters sized to these frameworks, instead of creating new posters and frameworks for every billboard.

In the beginning, bulletin billboards were hand painted. Nowadays they are created with computer graphics and printed on large PVC sheets that are pulled over the existing billboard frames. Advertisers will usually charge the clients for the location and the billboard, and the prices of bulletin billboards vary according to these factors. A smaller billboard in a prominent location with a lot of traffic may often cost more than a bulletin billboard in a less conspicuous spot.

One of the fun things that can create extra impact when using bulletin billboards is that an image can be extended over the top of the board. This means that the image, for instance, the front end of an aeroplane going upwards, can stick out above the billboard to make look as if it is taking off. These extensions usually must be built by hand, however, and there are limits in terms of the sizes one can use. They are usually expensive to put together, but they create highly effective visual displays.

The benefits that bulletin billboards offer include the following:

• Their sizes make them highly visible, so they get noticed.
• A marketing message, promotion, product or brand can effectively be promoted by choosing the correct locations for the brand.
• The return on investment is higher than most other forms of advertising.
• The initial capital layout is relatively cheap, and the billboard can be leased/hired on a flexible basis (depending on the contract with the agency).
• You can have your message moved to another bulletin billboard to capture a new audience.

For more information about bulletin billboards or outdoor advertising, contact our team at Face First Media!

We have all grown up with billboards and they have become a part of life for most of us, so you probably already know quite a lot about them, such as how important location is, how cost effective billboards are, and how billboard design can affect its effectiveness. But did you know that the first billboard was used 3,000 years ago? This was when an obelisk was set up in Cairo to advertise an award for a runaway slave. Soon the Egyptians realised how effective these obelisks were at distributing information, and they began posting laws and notices to the public in obelisk (or billboard) form!

Here are some other fun things you may not know about billboards:

1. Electric billboards have been around for a century.

We tend to think of electric billboards as relevantly modern inventions. But in 1904, the owners of Trimble Whiskey increased the visibility of their billboard by lighting it up at night. Since then, electrically lit billboards have become the order of the day, and technology has now developed to the point where we use electronic billboards.

2. The largest billboard in the world can be found in Spain.

Most of us would think that the USA would have the biggest billboards, but there is now a billboard in Madrid that spans almost 5300 square meters! This is around the size of a football field and weighs around the same as an elephant. It is recorded in the Guinness book of records as the biggest billboard in the world.

3. Some billboards can be seen from space.

The glow of the billboards in central New York, and in particular around Times Square, can be seen on photographs taken from space during a space mission in 2013. It is even possible to identify Central Park as the dark rectangle in the middle of all the lit-up billboards.

4. Billboards can now be scented.

If you are walking somewhere and pass a billboard that smells like freshly ground coffee or a burger, you are more likely to develop a need for a cup of coffee or to order some food. In 2010, a store in North Carolina built a billboard that wafted the smell of grilled steak! It is quite expensive to manage though, but ‘smellvertising’ billboards are still being developed.

5. The most expensive billboard costs two and a half million dollars.

As expected, it is in New York where Google paid this massive amount to rent this well-located billboard. It is so costly because of the location and traffic – around 9 million people will see this billboard every month!

People spend more time than ever before in their cars and stuck in traffic. This offers marketers and advertisers an enormous opportunity to target and reach their audience effectively and consistently. We’ve collated six reasons why you should consider billboards for your next advertising campaign.

1. Billboards Can’t Be Avoided

Billboards are usually placed in high traffic areas, such as highways or busy places. This means that billboard advertising can’t be escaped as people always want something to look at. Unlike other forms of advertising where people can ignore advertisements by turning the page or closing a pop-up ad, billboards can’t be removed, shut down or ignored.

2. People Will See Your Message

People usually drive the same routes every day or visit the same place regularly. This means that people are bound to see your advertisement if they missed it the first time. Regular exposure to your brand will keep you top of mind when the consumer is looking for services or products such as yours.

3. Location, Location, Location

Billboards can be placed on a specific location that will have the highest impact. Market research will enable you to target your brand message to the correct audience, in the right location and at the perfect time. Specific locations will help you reach the most desired demographics according to age, income, location and gender.

4. Creating Visual References

People create visual references so by using a specific image or having a catchy logo will increase brand awareness for your product. Billboards provide a large space to be creative. You can create eye-catching billboards by using smart graphic design to immediately grab attention. This can be done by creating a billboard that ties in with its surroundings, adding lights or using 3D effects. You have the opportunity to stir emotions and to ensure that your company’s message stays in the mind of your audience.

5. Billboard Advertising Starts Conversations

An eye-catching billboard can go a long way in getting consumers to start talking about your brand. It creates immediate awareness of the products or services you offer. Regular exposure to your message entrenches your brand into the minds of consumers which leads to engagement.

The goal is to get people to trust your message and to have authority in the minds of your audience. This will, in turn, mean that when a decision needs to be made about a purchase or service people will be more likely to remember you.

6. It’s A Cost-Effective Solution

Billboard marketing is seen as one of the most cost-effective marketing options in the industry. Billboards increase brand awareness and have been proven to provide a higher return on your investment.

Outdoor advertising may be seen by some as a totally separate world to digital advertising but this is not the case as it has become a social channel.

Digital advertising has grown exponentially over the last decade causing a shift in attention and budget allocation from outdoor advertising. It however soon became clear that consumers’ attention isn’t focused on one form of advertising.

Marketing Is Entering A New Era

Social media has taken advertising by storm and everybody wants a piece of the cake. Advertising has evolved so much over the past decades and the Internet opened new frontiers for advertising.

Social media ensures that people spend a huge amount of their time online. Advertising on social media also has its challenges. This includes:

• Facebook algorithm changes
• Rising ad costs
• Getting noticed in overcrowded feeds
• Too many trends to keep up with
• Authentic connection with the audience
• A dramatic drop in organic reach
• Tracking results

Marketers get unique insights on how to reach consumers if they know were consumers are going, what they pay attention to, what they need, and where they shop.

Using Outdoor Advertising As A Social Channel

Billboards have become more eye-catching seeing that people spend so much time in front of screens and have become pros in ignoring or blocking pop-up ads and banners. Outdoor advertising can, however, be greatly amplified when consumers share ads on social media.

A photo of an eye-catching billboard on social media can travel the globe in an instant. Marketers are in the position to effectively create advertising campaigns that complements itself across different platforms.

If an advertisement is creative and eye-catching enough consumers will amplify the product or service on behalf of advertisers. Research has shown that consumers are posting photos of interesting outdoor advertisements on social media platforms such as Instagram which leads to a specific advertisement being seen by three times as many people.

With social media in the mix outdoor advertising has become more about creating a culture and less about creating ads. Another study has shown that consumers are more likely to buy, to engage with a brand on social media or download an app after seeing an outdoor advertisement.

Seeing that the use of social media occurs primarily on mobile devices consumers always have their devices on the ready when they are out and about. This means that campaigns that can integrate both can influence the impact of both mediums.

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!

While we are all familiar with traditional advertising because we see them virtually every day, most companies and billboard businesses are well aware of the cost-effective value they bring to any advertising and marketing strategy. One of the building blocks of marketing and advertising is to bring attention to a wide audience in order to increase the visibility of the brand, and therefore more people are aware of the brand, product or service, and more people will invest in it.

The science of advertising via billboard has increased and improved vastly, and it is not aimed at targeting specific audiences to make them more effective. In addition to this, the introduction of digital formats has increased the advertising capability of most billboards around the globe. Creative, animated data can now be used to interest a wide variety of audiences, and a variety of audiences can be interested in ever moving displays that can change according to the need of the advertiser. While a static billboard can only display one image for a long period of time, digital technology now allows for a variety of messages to be displayed in order, or different messages from different companies to be displayed to a targeted audience. Messaging can be targeted to capture the attention of the right brands at exactly the right times. For instance, different messages can be displayed when a university finishes for the day – this will draw the audience of young, hip clothing companies. But once the university students have disappeared and two hours later the older people start commuting back from work, different messages can be displayed that targets that demographic. It can also display interactive campaigns that can bring together messages sent from smartphones and social media. This is called OOH advertising (out-of-home advertising) and it is gaining huge traction in the current and future use of digital billboard advertising.

The latest billboard technology includes outdoor augmented reality (AR) advertising. This type of billboard display can deliver content that enhances user experiences and allows a wider variety of billboard locations as it can be used in places that would be impossible for traditional billboards to be erected. PoV (Point of View) display is included in this new technology.

In futuristic movies, we see digital displays that are shown in the abstract. The PoV display is still a rather strange concept. It is almost like when the eye looks at a bright light, and when looking away perceives a certain image for a few seconds. This imprints images on the user’s eye and mind – but only for a very short while and very safely.

Because the PoV display is still in its infancy, it will be some time before it is introduced to the market. Significant testing on its effectiveness must still be conducted. All we know at this stage is that when correctly applied, it can be used virtually anywhere, and the landscape of billboard real-estate will change forever.

We are all used to seeing billboards. In previous years these consisted of large frames placed in very visible places and plastered over with an image made of paper. Later vinyl images took over because they were weatherproof and long-lasting, and did not fade as easily in the sun and rain. New billboard technology such as the digitation of billboards has grown in popularity, and many clients are asking themselves whether it is still worth-while investing in static (paper/vinyl based advertising). While digital billboards seem to be taking over the market, there is something to be said for the plain old static billboards.

The fact is that technology is not developing quite as fast as we imagine when it comes to billboards. Even with the latest technology (digital and PoV) placed in many different locations, the traditional billboard still remains one of the most trustworthy forms of outdoor advertising. One of the advantages that a traditional, static billboard can provide you with is that only your message can be displayed on it for however long it takes. Digital billboards are by all means highly effective, but often clients share these billboards to broadcast different advertising campaigns. This means that even though these messages are highly targeted, they still have a short visible lifespan.

Traditional billboards with their vinyl covers may seem old school now, but the billboard manufacturers have become increasingly aware of how to optimise the value of these billboards. This means that proven advertising strategies using billboards are still highly effective and that today’s experts are able to provide you with the best billboard strategies and locations possible.

The most important question here is to what extent traditional billboard strategies and presence can still gain value for money and provide a high return on investment. To date, there is no real difference between static billboards and digital billboards. At the end of the day, your message still gets displayed in all the relevant sites, and only your message. This ensures that the message is not diluted and that your brand or business is displayed on a permanent basis wherever it is placed.

There is definitely an argument for new digital technology, but when it comes to billboards it still remains to be seen how much value for money they really provide. Time will tell.

Eye Catching Billboard Technology At Durban Airport

Face first media invests in innovative digital billboard technology at King Shaka international airport

Durban, KZN: Face First Media is excited to announce the launch of an innovative new digital billboard around a major traffic location at the King Shaka International Airport. This newly acquired site will display innovative billboard technology, which is a first in this area. We will be harnessing the display power of new technology combined with high visibility in this prominent site to provide our clients with an outstanding visual presence.

Of this innovative new development, Stevan Wilken, Managing Director said, “We are very excited about our new site at King Shaka International Airport. The acquisition of this prominent display site and the introduction of state-of-the-art digital billboard technology highlight our continuing commitment to investing in advanced technologies and high profile sites in order to provide our clients with extraordinary outdoor display opportunities in the area. We have secured a niche offering that is aligned with the digital age of display to continue to increase the reach of our clients.”

In order to provide a highly attractive offering, Face First Media combine the power of digital billboard technologies with new, high profile sites countrywide. LED billboards are available in a variety of sizes in order to provide cost effective advertising. Computer imaging is used to transmit images, and a range of images can be displayed as part of an advertising campaign. Digital imaging is highly visible and vibrant.

The newly launched venue at King Shaka International Airport at La Mercy, Durban, is located at the main entrance to the drop off & pickup zones and parking areas. The high volume of airport traffic travelling to and from the R102 and N2 freeway makes this one of the most desirable outdoor display locations in Durban.

Face First Media specialises in highly visible outdoor advertising technologies in around 160 prominent sites all over South Africa. Our expertise enables us to provide clients with highly targeted sites and clever billboard design to increase their brand visibility.

By: Stevan Wilken, Managing Director

Email: info@FaceFirstMedia.co.za

Tel: 033 413-2439

What To Expect When Using Billboards For Advertising

If you have a business you have probably carefully considered your marketing and advertising plan and your budget. With so many packed national roads, frantic highways and busy roads in South Africa, you simply cannot go wrong with a well-placed billboard, especially if your business is local! The audiences in certain areas are huge, and getting your brand noticed will be easy if you choose to use cleverly designed and well placed Billboards. They are cost effective and highly visible, and this increases the visibility and recognition of your brand.

If you have a business you have probably carefully considered your marketing and advertising plan and your budget. With so many packed national roads, frantic highways and busy roads in South Africa, you simply cannot go wrong with a well-placed billboard, especially if your business is local!

The audiences in certain areas are huge, and getting your brand noticed will be easy if you choose to use cleverly designed and well placed Billboards. They are cost effective and highly visible, and this increases the visibility and recognition of your brand.

If billboard advertising is new to you, you will probably wonder what to expect. One of the most important things is to find a professional outdoor media partner to assist with positioning your billboard design and locations for high impact. Here are some guidelines on billboard advertising.

1. Start at the beginning: You want a billboard, but you need to know what your message should be. An effective outdoor advertising partner can provide insights about design, location and the correct type of outdoor advertising. Do your homework and check out billboard providers in your area. Face First Media is one of the most innovative and customer-centric outdoor advertising companies around, and we are able to offer assistance, great design and prime locations.
2. Get a consultation: You have to understand your message and your audience in order to put together a high impact outdoor advertising campaign. At Face First Media we will arrange a consultation with you to gain information about your advertising needs and suitable locations. We provide invaluable advice and fine-tune all the elements that come together to form a fully comprehensive billboard campaign. We take the time to fully comprehend your business, marketing needs, and your competition. Only after this has taken place, we start to flesh out ideas about billboard design and locations to suit your demographic.
3. Build a sample: Once the ideas have been formulated we design mock-ups of the billboards, pinpoint locations for the most impact, and provide a cost estimate. Because we are experienced, we use our expertise to find the best outdoor advertising solutions for you. Once you are happy with the sample, location and price, we go about creating your billboard. Costs vary according to the location, e.g. prime locations are more expensive than others, but your return on investment will be better on account of higher visibility.
4. Set up and get noticed: Once the billboard is designed, we print and set it up at the desired location. Your brand will immediately get noticed by the people who count! Statistics prove that people who repeatedly encounter a brand via advertising are more likely to invest in this brand than other similar brands, even if they haven’t used that particular brand before. So all you have to do is to sit back and wait for the clients to start rolling in!

Keen to get your own billboard? Then contact our team at Face First Media immediately!