27 Feb The Power of Billboard Advertising: Unveiling the Statistics

For decades billboard advertising has been one of the leading and most effective ways to promote your business to a massive and relevant audience. Billboards have been a staple in the marketing industry for decades, captivating audiences with their larger-than-life presence and strategic placements. If you are new and thinking of using this format for the first time, we have put together some billboard advertising statistics for you to get a better understanding of the industry.

Key Billboard Advertising Statistics in the UK

98% Of The UK Population See OOH Advertising Every Week

Billboards have an unparalleled ability to reach a vast audience. In the UK alone, over 98% of the population is exposed to outdoor advertising each week, making it a powerful medium for brand exposure. With their strategic placements along busy roads, highways, and urban centres, billboards ensure maximum visibility and engagement.

More Cars On The Road

Research shows that there are 53% more cars on the road today than there were 30 years ago, Which means billboards are being seen by more consumers today than ever.

People Spend 70% Of Their Waking Time Out Of Their Homes

Billboard advertising engages with this highly alert audience as they go about their everyday lives like no other forms of advertising can. We take guidance and influence from adverts that we see along the way and the trick is to have your advertising message in positions where they are most likely to see and be influenced by them.

People Are 17% More Likely To Respond To An Out Of home Advertising Campaign On Their Mobile

Studies found that the most effective billboard adverts were capable of driving a 38% increase in mobile engagements with brands and businesses.

Furthermore, 17% more people engaged with a brand and business after being exposed to an out of home advert. Research also showed that 66% of smartphone engagements were direct to the brand and business.

50% Of High Street Shoppers Make Impulse Purchasing Decisions

50% of purchasing decisions are made on impulse. Most of these purchases are encouraged by special offers and discounts, but nearly three quarters (64%) are motivated by persuasive messages.

Complements Online Advertising

Outdoor advertising can enhance digital campaigns, with 46% of consumers searching for a product or brand online after seeing an OOH advert.

Almost Half Of Consumers See Outdoor Advertising An Hour Before Shopping Online

We know through billboard advertising statistics that OOH reaches people an hour preceding 43% of mobile shopping activity, and before 32% of searches on their mobile device.

Billboard advertising is very likely to reach smartphone users the hour before making purchasing decisions.

Digital Billboard Advertising Statistics 

With the updates in technology, traditional billboards have evolved into digital billboards, adding a new dimension to outdoor advertising. Here are some compelling statistics on digital billboard advertising:

1. Enhanced Engagement:
Digital billboards offer dynamic and interactive content, capturing viewers’ attention more effectively than static billboards. Research indicates that digital billboards can increase engagement by up to 400% compared to traditional billboards. The ability to display multiple messages and incorporate motion graphics creates a captivating experience for passersby.

2. Real-Time Flexibility:
Digital OOH provides advertisers with the flexibility to update content in real-time. This feature allows for timely promotions, event announcements, and adapting to changing market conditions. With the ability to schedule different messages throughout the day, advertisers can optimise their campaigns for maximum impact.

3. Improved Measurement and Analytics:
Unlike traditional billboards, digital offers advanced measurement and analytics capabilities. Advertisers can track impressions, engagement rates, and even demographic data to assess the effectiveness of their campaigns. This data-driven approach enables advertisers to refine their strategies and achieve better results.

Billboard Advertising Statistics On Costs:

• 80% cheaper than advertising on television.
• 50% cheaper than newspaper and magazine print adverts
• 60% cheaper than short radio advertisement spots.

When you look at these figures, billboard advertising proves it is a smart place to put your marketing spend.

Percentage of People Paying Attention to Billboards 

One crucial aspect of billboard advertising is capturing the attention of the passer by. Whilst it may seem challenging to gauge the level of attention, studies have shed light on this :

Eye-Catching Design
Well-designed billboards with captivating visuals and concise messaging have a higher chance of grabbing attention. Research suggests that approximately 71% of people consciously look at billboards while driving or walking, indicating a significant level of engagement.

Dwell Time
Dwell time refers to the duration a person spends looking at a billboard. Studies show that the average dwell time for billboards is around 4 to 6 seconds. While this may seem brief, it is ample time to convey a memorable message and leave a lasting impression.

Impact of Creativity
Creative and innovative billboard designs have the potential to increase attention and engagement. By incorporating humour, unique visuals, or thought-provoking messages, advertisers can capture the curiosity of passersby and make a lasting impact.

In Conclusion

In a world dominated by online advertising, it’s important not to overlook the enduring power of billboard advertising. The statistics presented in this blog highlight the effectiveness and influence of billboards in reaching and engaging audiences.

Billboards offer a unique opportunity to create brand awareness, influence purchase decisions, and target specific demographics. With their strategic placements and high recall rates, billboards continue to be a cost-effective advertising solution.

The evolution of billboards into digital formats has further enhanced their impact. Digital billboards provide dynamic content, real-time flexibility, and advanced analytics, enabling advertisers to optimize their campaigns and achieve better results.

While the percentage of people paying attention to billboards may vary, it is evident that well-designed and strategically placed billboards have the potential to capture the attention of a significant portion of the population.

In conclusion, billboard advertising remains a powerful and effective marketing tool. Its ability to reach a wide audience, create brand awareness, and influence consumer behavior should not be underestimated. By leveraging the strengths of both traditional and digital billboards, marketers can harness the full potential of this timeless advertising medium.