Billboards aren’t going anywhere anytime soon. Out-of-home (OOH) advertising remains booming for direct-to-consumer brands who want to reach consumers outside of the crowded internet space.
Nothing quite beats traditional forms of advertising, which is why billboards remain such a successful technique of advertising, regardless of the cluttered online advertisement world that now exists.
But, why exactly are billboards so successful as an advertising medium?
- Billboards are unavoidable.
Billboard advertising guarantees you an audience because a well-chosen location is impossible for those passing by to ignore. A well-designed billboard will be big and eye-catching, grabbing people’s attention without them questioning why they are looking.
According to a Driver Engagement Study, 4 in 5 people notice billboards, demonstrating their success at grabbing attention.
This is the opposite of digital advertising, where your advert can be scrolled past and ignored in less than a second. You can’t block or scroll past a billboard, which is what makes them such a successful form of advertising.
- New technology & styles
With the development of digital billboards, more than one ad can be shown in one location, which makes billboard advertising more affordable because the cost of the billboard can be spread across several businesses.
A good digital billboard will offer heightened visibility and showcase several messages, whilst being cost-effective and easily produced with a quick turnaround time. Take advantage of colour-changing displays as they are an excellent way to highlight your message.
- Shopping decisions made when driving
Most people who are regularly driving are professionals who have the power to buy. 72% of billboard viewers shop on their way home from work, meaning that your primary viewers are also your decision-makers.
According to a Driver Engagement Study, 71% of believe billboards are very effective at reaching them with advertising messages when they drive. If you can grab their attention through your billboard, they will immediately make a purchase from you.
- Target specific locations
Billboards are unmissable to those passing by and when placed in the right location you can ensure the right target audience is being reached. For example, an advertisement for a clothing brand would suit well in a shopping centre.
By targeting specific locations you can improve brand awareness in a local area.
- Affordable
Billboard advertisements can maximise consumer exposure without any added costs. Billboard advertising costs 80% less than TV advertising! The average cost per billboard in the UK is between £200-500 for two weeks of exposure. It is a cost-effective way of advertising because 98% of people see an OOH ad each week.
Final thoughts
Billboard advertising isn’t going anywhere in 2023, in fact choosing to advertise through a billboard can only benefit your business. Billboards make up 66% of the OOH advertising market because they are a successful way to advertise out of the home.
Clearly, billboards have the capacity to attract attention, which is what you want when trying to market your brand. It looks like billboards are here to stay!