Best practices

Marketing Strategy: Best practices for billboard advertising

Looking to improve your billboard advertising game? Our article on marketing strategy covers the best practices for creating effective billboard campaigns that will grab your audience's attention and drive results.

If you're considering billboard advertising as part of your marketing strategy, it's important to understand the basics. Billboards are large outdoor advertising displays that can be seen by passing pedestrians and drivers, making them an effective way to get your message out to a large audience. Let's explore the different types of billboards, their role in marketing, and the pros and cons of using them.

Understanding the basics of billboard advertising

Billboard advertising has been around for decades and is still a popular advertising medium today. It involves placing large advertisements on billboards in high traffic areas, such as highways, busy streets, and city centers. Let's get in to everything you need to know.

Types of billboards

There are several types of billboards, each with its own advantages and disadvantages. The most common types are:

  • Static billboards: These are the traditional billboards that are fixed in place and don't move or change. They are made of vinyl or paper and are often illuminated at night to increase visibility.
  • Digital billboards: These billboards use electronic displays to show digital advertisements that can be changed frequently. They are often more expensive than static billboards, but they offer greater flexibility and can display multiple ads in one location.
  • Mobile billboards: These are usually trucks or trailers that are driven around, showcasing ads to people in different locations. They are particularly effective in urban areas where there is a lot of foot traffic.

The role of billboards in marketing strategy

Billboards can be an effective way to increase brand awareness and reach a large audience quickly. They are particularly useful for promoting products or services that are location-specific, and for attracting attention to a business or event. They are often used in conjunction with other advertising tactics, such as social media, TV, and radio. Billboards are great for creating customer familiarity with your brand and they can get you noticed by potential customers.

When deciding on a marketing strategy, it's important to consider your target audience and the message you want to convey. If your target audience is likely to be driving or walking past a certain location, a billboard could be a great way to capture their attention. However, if your target audience is more likely to be online, social media or digital advertising may be more effective.

We suggest documenting your target audience in the form of a persona. Think of it as an outline of who you want to sell to. What is their demographic? What are their jobs and frustrations? How do they consume information?

Pros and cons of billboard advertising

Like any advertising medium, billboards have their advantages and disadvantages. One big advantage of billboards is their high visibility; they are placed in areas where they can be seen by a lot of people. This can be particularly effective for businesses that want to target a local audience. Billboards can also be effective at reinforcing branding and creating brand recall.

However, there are also some disadvantages to using billboards. They can be expensive. Especially if you want to place them in high-traffic areas. Measuring their effectiveness can also be difficult, as it's hard to know how many people have seen your ad and whether it has led to any conversions. Some people may find billboard advertising intrusive or annoying, which can have a negative impact on your brand.

It's important to weigh the pros and cons and decide if billboards are right for your business. If you do decide to use billboards, make sure you choose a location that is relevant to your target audience and that your message is clear and concise.

Choosing the right location for your billboard

Billboards have been a popular form of advertising for decades, and for good reason. They offer a high-impact, visually striking way to reach a large audience. However, not all billboards are created equal. To get the most out of your billboard advertising, it's important to choose the right location. Here are some factors to consider when selecting a location:

High-traffic areas

As mentioned, the most important factor to consider when choosing the location for your billboard is how many people will see it. You want to select a high-traffic area with lots of foot or car traffic to maximize the number of people who will see your ad. Busy highways or streets with lots of pedestrians are excellent locations for billboards.

But it's not just about the quantity of people who will see your billboard - it's also about the quality. You want to choose a location where your target audience is likely to be. For example, if you're advertising a new gym, you might want to choose a location near a sports stadium or fitness center.

Visibility and readability

Another key factor to consider is the visibility and readability of your billboard. Your message should be clear and easy to read for drivers or pedestrians passing by. Ideally, you want your billboard to be located in an area with lots of light, and without any obstructions that could block the view. The more readable the billboard, the more effective it will be.

But readability isn't just about the font size and color of your message. It's also about the design of your billboard. A cluttered or confusing design can make it difficult for viewers to understand your message. Keep it simple and visually striking to make the most impact.

Demographics and target audience

Finally, it's important to consider the demographics and target audience of the area where you're placing your billboard. If your product or service is targeted towards a particular demographic, you want to choose a location where that demographic is likely to be found. For example, a billboard promoting luxury cars would be better placed in an affluent neighborhood.

It's also important to consider the cultural and social context of the area. For example, if you're advertising a new restaurant, you might want to choose a location in an area with a high concentration of foodies or in a neighborhood known for its culinary scene.

By considering these factors, you can choose a location for your billboard that will maximize its impact and reach your target audience effectively.

Designing an effective billboard

The importance of simplicity

When it comes to designing a billboard, simplicity is key. Your message needs to be clear and concise—people driving by only have a few seconds to absorb the message. You should also avoid cluttering the billboard with too much text or graphics. People should be able to easily read the content of the billboard without straining their eyes or becoming distracted by unnecessary design elements.

One way to ensure simplicity is to limit the amount of information you include on the billboard. Stick to the most important points and leave out any extraneous details. This will help to ensure that your message is easily understood and remembered.

Using eye-catching visuals

Visuals are essential for a billboard that is memorable. Make use of high-quality images or graphics that will grab the viewer’s attention. The images you use should be relevant to the message being communicated. The right visual can increase the chances of the billboard being seen and noticed, so choose them wisely.

When selecting visuals, it's important to consider the colors you use. Bright, bold colors are more likely to catch the eye than muted or pastel shades. However, be careful not to use too many colors, as this can be overwhelming and detract from the message you are trying to convey.

Crafting a clear and concise message

Your copy should be short and straight to the point. The message should trigger curiosity and make the viewer want to try your product or service. The copy should be simple, with enough boldness to make your message stand out from the rest. Give your target audience a reason to learn more about your brand when they see the billboard.

One way to craft a clear and concise message is to use a tagline that sums up your brand's unique selling proposition. This should be a short, memorable phrase that captures the essence of your brand and what sets it apart from the competition. Don't be afraid to get creative and think outside the box when coming up with a tagline. If you want to test a message before investing in a billboard, consider google ads. It can be an inexpensive way to test variations of messages to your target audience.

Choosing the right location

When designing a billboard, it's important to consider where it will be located. You want to choose a location that will maximize exposure and reach your target audience. Consider factors such as traffic patterns, visibility, and demographics when selecting a location for your billboard.

It's also important to consider the surrounding environment when designing your billboard. Make sure that the colors and design elements you use complement the surrounding landscape and don't clash with nearby buildings or signage.

Remember that designing an effective billboard is both an art and a science. It takes a combination of creativity, strategy, and data analysis to create a billboard that will capture the attention of your target audience and drive results for your brand.

Measuring the success of your billboard campaign

Setting goals and key performance indicators (KPIs)

Measuring the success of a billboard campaign depends on achieving a set goal and target KPIs. Be sure to define what you want to achieve and what constitutes success. A few common goals include daily traffic count and daily impressions.

Daily Traffic Count: Start by measuring the average daily traffic count for the area where your billboard is located. You can often get this information from your local government website, local transportation departments, city planning offices or traffic agencies.

Calculate Daily Impressions: Multiply the average daily traffic count by the percentage of people who are likely to see your billboard. This percentage is known as the “Likely-to-See Factor” and is typically estimated based on industry standards and experience. For example, if the ADTC is 100,000 and the LTSF is 80%, the daily impressions would be 80,000 (100,000 x 0.8).

Tracking and analyzing data

You need to track the results of your billboard campaign to know what is working and what is not. Analyze the data collected on KPIs such as website traffic, social media engagements, or phone calls. Compare this data against previous periods to help you measure how effective your billboard campaign has been. Use this information to make necessary changes to improve your campaign.

Adjusting your strategy based on results

Based on the data from tracking KPIs, you may need to make changes to your billboard campaign strategy. For instance, if you notice that reactions are positive, you may improve the campaign by placing more billboards in similar locations. On the other hand, if your analysis shows that you are not achieving your target goals, try new things in your billboard design or switch your message entirely.

The bottom line

Billboards are an effective way to reach a larger audience and attract attention to your brand. Use the tips provided in this article to design a billboard campaign that resonates with your target audience. How you go about designing and implementing a billboard campaign depends on what your target audience needs and what you hope to achieve. By measuring the effectiveness of your campaign, you can make informed changes to maximize the desired outcome.