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!

4 Top Tips On Effective Billboard Advertising From The Experts

Billboard advertising is one of the oldest forms of advertising, and it is clearly here to stay. It remains one of the most effective forms of marketing services or goods because it is an easy way to create visual impact on large scale audiences. It can even be targeted to specific markets and locations, and provides a high return on investment compared to other popular advertising media such as television and print advertising. Nowadays, however, we tend to experience sensory overload with all the activity and advertising going on around us, and this is why you need to know how to deal effectively with billboard advertising in order to be truly successful.

Even if you have a prime spot for your billboard marketing, it is important that yours stands out above the competition. Often the most lucrative spots have more than one billboard, and you have to ensure that yours is the first one to draw attention. Here are some tips from the experts to ensure that your billboard advertising attracts maximum attention:

TIP #1 – Make it shareable: With social media playing such a large role in modern life, people love to share things they find interesting. If you create something clever, topical, funny or impactful, people will share it on social media platforms. If your billboard is extra impactful it may even go viral, which means your exposure is significantly increased. Think outside the box and come up with something that people would love to share!

TIP #2 – Choose prime sites: While high traffic spots are definitely more expensive than quiet spots, it pays to spend the extra money on getting the prime spots for your billboard. It is a waste of time and money to have a billboard where you only get limited exposure. If you want a better return on your investment, always go for the high traffic locations.

TIP #3 – Get inspired: Often your competitors can inspire new ideas for billboards. While it is unwise (and usually illegal) to copy a concept, it can help a lot to provide commentary, a funny take, or a strategic design that is aligned with or responds to your competitors. If you check out what your competitors are doing you can also figure out what is effective and what is not, and learn from this. You can then design a strategic campaign subtly directed towards your strongest competitors. Be careful, however, not to flout competition laws – this may get you into hot water!

TIP #4 – Simple is good: Because billboards are observed for only a few seconds you have very little time to convey your information. This means that it is best to use fewer words and keep images clear and concise in order to form a precise concept in a hurry. Don’t duplicate the image with words – rather provide another related message. Usually images are best at drawing the eye, but a funny punchline or impactful commentary on the image can reinforce the message infinitely.

While billboard advertising can be hugely effective, you have to use it correctly, otherwise it is a waste of money and you get very little return on your investment. Apply these tips and you will get it right every time!

How to Measure the Effectiveness of Your Billboards

There are many advertisers that believe that the use of billboards is one of the most efficient and cost effective advertising media. They are visible just about everywhere one goes, and they are highly effective at sending an important message within a very short time. In addition to this they are always there, which reinforces the presence of the brand that is being advertised. Repetition also works well when it comes to building brand familiarity, and for someone who passes the same billboard on their way to work or on their way home, it is virtually impossible not to become familiar with the brand!

But how does one measure the value of your billboard spend? How do you know that you are getting a return on your investment, or to what degree you are actually gaining sales as a result of your billboard advertising?

Firstly, one has to look at the specific objectives of billboard advertising. The main objective is to create brand awareness, and also to reinforce brand familiarity. The ultimate goal is to make the consumer so familiar with the brand that it becomes a household name and for the name of the brand to work itself into the everyday vocabulary of the consumers. Billboards still provide the highest degree of brand recognition of all advertising media.

Metrics and Measurement of ROI

A professional billboard advertiser will have a variety of measurement metrics at their disposal that they use to evaluate the effectiveness of a particular billboard. This includes the amount of traffic that passes the board, demographic information about particular locations, and also the effectiveness of the billboard design. The new generation of billboards surfacing on the market nowadays actually have built-in software and cameras that can help to generate data on the amount of vehicles that passes a particular location or billboard, and sometimes, in advanced cases, they can even measure how many people made eye contact with the board!

The official measurement unit is called DEC (Daily Effective Circulation), and this gives an indication of the number of vehicles or individuals passing the billboard. Professional billboard companies can translate this data into reports that effectively indicate the exposure and impact of the billboard. With print media, for instance, advertising effectiveness is measured by the number of copies that a particular magazine or newspaper sells and its circulation, but nobody can actually effectively tell how many people actually looked at particular advertisements. It is the same with television, although with modern technology this is also changing as televisions become more advanced.

At the end of the day, it is the amount of eyes on your advertisement that counts, and with a well-designed billboard placed in a highly visible location that is well targeted to your demographic, it still gets more attention than any other advertising media! You can therefore rest assured that, if you deal with a professional billboard agency such as Face First Media, your billboard advertising will certain provide value for money!