27 Jul Are Adverts On Billboards Effective For Businesses
Adverts on billboards are still very strong and effective in consumer engagement as it was 40 years ago. The cost of billboard advertising in the modern era has reduced and now is a great time to utilise them.
So, let’s take a look in greater detail the effectiveness on billboard adverts:-
What Is Billboard Advertising?
Billboard advertising is a process of using large scale print and digital advertising boards called billboards or hoardings. A billboard is used to promote a brand, product, service, or a campaign to attract new customers to the business and create loyalty amongst its existing customer base.
Typically billboard adverts are placed in high traffic areas, such as the roadside within busy cities. You will come in contact with adverts on billboards as they are located in places that are seen by the highest number of people.
Billboard advertising is effective for building brand awareness and broadcasting your business (or product or service) to as many people as possible. Because they are located in such busy areas, billboards typically tend to have the highest number of views and impressions when compared to other marketing methods.
Poster Adverts On Billboards
Using posters to advertise is a common print promotional technique used by SMEs and big, national companies. The posters message would include images, colours, a call to action and copy.
These adverts on billboards will provide a platform that promotes a brand or creates attention to a product. Relative to other forms of advertising methods, an advert on a billboard has several clear advantages:
Size and shape flexibility
Depending on factors such as the nature of your business, what you’re advertising, and your brand’s identity and graphic charter, you get to play around with the size and shape of your advertising poster. This is important because it allows your creative team to take advantage of the full potential for visually pleasing and thought-provoking advertising that billboard advertising offers.
Adverts on billboards offer flexibility
Advertising on billboards offers businesses flexibility in terms of choosing the locations to place messages. You can be strategic with your campaign: for example, consider factors such as the demographics of a specific area. Whether it’s predominantly made of a young population. Whether your product is expressly needed in this area, where your competitors might be located.
Ongoing, long-term exposure
Despite the acute nature of running a billboard campaign compared to online, the exposure that you’ll get as a result is long-term. This is a clear advantage, as it allows you to achieve a good amount of visibility more efficiently. When you spend less time and money creating and implementing a campaign and get longer-term engagement as a result, you can consider this to be a clear win for your marketing strategy.
Timeframes For Adverts On Billboards
In the UK, the minimum booking timeframe for a billboard campaign is two weeks and a lot of businesses run campaigns for up to 12 months. It’s generally considered that the longer the term, the greater the exposure and engagement from consumers.
It’s important to consider the length of campaign based on your objectives. For example, If you want to promote an event 2 weeks prior or want to run a 6 month, branding campaign.
Furthermore, The timing of your billboard advertising campaign is also a crucial part of your advertising strategy. Promoting a product or event at the right time is a must. For example, promoting swimming trunks in the middle of winter wouldn’t work!!!
Billboard Adverts As Part Of Your Marketing Strategy
Billboard advertising might not be as new and exciting as digital advertising. However, it can be a better way of promoting your brand and increasing enquiries for your business.
The importance of offline marketing such as billboards lies in its ability to supplement other forms of advertising. Not only does it significantly increase your ability to reach a wider audience, but it may also help you tap into an audience base that you weren’t deliberately targeting. As anyone of any demographic can see a billboard advert, especially if it is located in a busy area, your chances of gaining new customers are automatically increased.
Are adverts on billboards still effective in today’s media landscape?
Billboards have been around for decades. It’s still around today and has grown to become one of the most effective marketing methods in terms of reach and influence. Later, online advertising came into play. It hanging how we carry out transactions and presenting marketeers with new ways for brands to interact with consumers.
The present day, nothing has managed to replace outdoor advertising. Countless brands use billboards for a rather conventional ad placement while some, utilise digital billboards to alter messages within seconds based upon current events.
Some of the industries have tried but failed at replacing billboards completely. Maybe marketers are just taking full advantage of the clear benefits of creating billboard advertising campaigns and the endless array of possibilities it offers product placement efforts. And maybe billboard advertising is a strategy that has proven so successful in terms of building a brand’s influence and notoriety that it seems to be impossible to fully replace with digital methods.
In any case, billboard advertising is clearly still significantly effective, even in today’s digital era. Here’s why:-
Impulse buying and proximity
Outdoor advertising, namely billboards and large-format posters, remains one of the easiest ways to prompt a consumer into taking action. If you see a billboard for a new restaurant in town, for example, you would be more likely to stop and check it out than if you were to stumble upon it while scrolling online.
The element of proximity combined with appealing graphics of most billboards make it a perfect physical call to action.
Trust
Billboards are non-intrusive and non-imposing. This makes it a lot easier for consumers to trust them and rely on the messaging compared to online advertisements. Consumers typically worry about the possibility of running into false information and scams online. This risk is significantly lower with billboard. For example, as they are seen as more trustworthy and less likely to be the product of an elaborate scheme.
Ad-blocking
Most peoples’ desire is to avoid advertisements as they browse online. In many cases, users will also opt to install applications that block ads and pop ups. Pop-ups and online ads that play automatically and interrupt the browsing experience are becoming less effective by the day. As regular Internet users, we know that most people skip ads out of habit. Furthermore, They often get frustrated with the disruptive nature of online ads.
Here’s why billboard advertising is different. Firstly, they are not forceful. People don’t choose to change their everyday route to work because a billboard advert bothers them. Most people don’t make it a point to divert their attention from adverts on billboards.
Repetition
As a rule, repetition is an extremely effective advertising tool. This is because it contributes to building brand awareness, meaning it helps keep the brand at the forefront of consumers’ minds.
People seem to be more understanding of billboards they keep coming across, as they are by nature less imposing. This gives the viewer the impression of more freedom in what they choose to buy and consequently lets the method of repetition do its job when it comes to persuasion, as opposed to the case of online ads.
Digital Adverts On Billboards
Although traditional billboards are still very much the marketeers go to, We are seeing a massive surge in digital screens. They change adverts every couple of seconds. Positioned in key locations throughout the UK, Adverts on digital billboards offers advertisers the flexibility to target specific locations, run ads at specified time slots, change the message and even interact based on real world events as they happen.
Combining digital and traditional formats can be significantly more impactful than using one or the other strategy individually. As the possibilities in billboard advertising grow and innovations in digital technology reach new heights, it’s important for marketers to take advantage of the ever-growing landscape of creativity they can tap into to influence their target audience.
In Summary
Billboard advertising seems to be continuously evolving and will likely be something different years from now. Because of its adaptable format, universal appeal, flexibility, non-intrusive nature, and increasingly targeted messaging, adverts on billboards seems to be in it for the long haul when it comes to the the media landscape.
If you would like to know more about getting adverts on billboards within your local area. Please get in touch with our team. We offer great packages and free advice in order to increase the success of your advertising campaign. Please get in touch on matt@seenoutdoor.co.uk / 01202 670687