Effective Billboard Advertising
Outdoor advertising on roadside billboards, is a very effective way to reach potential customers. It is also one of the most cost-effective ways to advertise due to the fact that thousands of people per day may be exposed to your message.
Board location, Just as in any advertising, visibility, and exposure to the appropriate audience, determines the value of that advertising placement. Also, proximity to your business — the closer, the better!
Board placement, is where that board is located in relation to the roadway, and direction of travel.
- Right-hand read: Located on the right side of the road, facing the closest lane of traffic. This is most desirable. Easier to read.
- Left-hand read: Located on the left side of the road, facing the farthest lane of traffic. Messages on these boards should be very simple and to the point.
Digital vs Traditional (Static): Digital billboards are highly visible because of the bright, rich image of the LCD screen (day and night), and your message can be easily changed during the duration of the advertising agreement. A digital billboard usually has 6-8 different advertisers that are shown in a continuous loop for 8 seconds at a time. The disadvantage to digital is that your image/ad may not be up in its rotation at the time some motorist’s are passing the billboard. A traditional billboard…is static – a fixed surface that is wrapped with a printed vinyl. Every motorist will have the opportunity to view your message. These boards are sometimes illuminated with lights for night-time viewing. A disadvantage to traditional billboard advertising is the high cost of printing and installing new vinyl every time you want to change your message. Most billboard companies include one free vinyl and installation with a 12 or 24-month contract.
Get to the point. You only have about 8 seconds to grab the motorist’s attention. Your message should be short and memorable. Your billboard should include the main message (the hook or call to action), your business name and where you are located. Some of the most memorable billboards have the fewest words and three or less graphics.
