Although many other forms of advertising are often given precedence, like blogging, online social media advertisements and SEO, billboard advertising is not yet obsolete and can still be an effective way to advertise.

Despite the increasing focus on digital marketing methods, billboards can still play a strategic role in reaching a broader audience. Agencies can benefit from billboard advertising by utilising its ability to deliver high visibility and brand exposure in high-traffic areas.

So, what is billboard advertising?

Well, think of the flashy, attention-grabbing billboards from times square as your best example. These can now come in different forms, from interactive billboards to digital billboards, to mobile billboards, to the more traditional, static billboards.

Billboard advertising is also a form of OOH (out-of-home) advertising, which also includes bus posters, wallscapes and posters. Typically, billboard ads are placed in high-traffic areas with a lower speed limit to allow passersby to take them in.

The cost of billboard advertising is another factor that may determine whether or not you would like to use this as a means of advertising. The physical location, format, design costs and installation costs are just a few examples of the various factors that influence billboard advertising costs.

To find out the exact billboard cost, you would need to reach out to an individual media advertising company and get a quote.

Typically, billboards will stay up for a three to four-week campaign, but different lengths of time have different estimated costs. Generally speaking, the average cost of billboard advertising during a typical, four-week campaign period is estimated at around $850 in 2024.

Although priorities may have shifted to online ads, billboards are still viewed by many people every day and their impact should not be understated. Before the emergence of digital billboards, many thought that this advertising strategy was becoming irrelevant. This is simply due to its high visibility, capacity to enhance brand recognition, seamless integration with online marketing efforts, and contribution to a multi-faceted marketing approach.

However, with the introduction of new, unconventional designs and awe-inspiring technology, billboard advertising is once again relevant and useful.

So, what are the perks of using a billboard advertisement to spread the word about your company or brand? Let’s start by exploring its benefits.

What are the benefits of Billboards in Modern Marketing?

Wide Reach and Visibility

You just can’t miss these enormous, spectacular forms of marketing with their flashy colors and eye-catching designs.

Your business can reach your target audience and then some, thanks to its large size encouraging onlookers to stop and stare and helping to attract customers all through the usage of billboard ads.

These colorful attractions do not just catch the eye of adults, but children too. So, if you’re a wise business owner or marketer, target children given their substantial spending influence on their parents, their own impactful purchasing power, and their potential as future loyal consumers.

High-Frequency Exposure

Think about all the advertisements you see in a day—online advertisements will come and go frequently, whereas OOH advertising like billboards occupies the space for a full 24 hours of however long the campaign is.

Few other advertising strategies allow for such stability. Commuters will see your advertisement every day on their way to work and if the marketing is done strategically, this daily exposure will make them memorable and therefore encourage potential customers.

This exposure can also influence impulse purchases while your reader is in the car and has lots of time to digest the billboard they have seen.

Brand Awareness

Perhaps one of the key uses for billboard advertising is its ability to raise awareness of your brand. If the billboard is created using effective wording and imagery, then your brand might be the first to come to mind when the onlooker is next in need of a service like yours.

Whether it’s clothes, food, or even a service rather than a commodity, billboard advertising is useful in helping to heighten your brand identity and to generate memorability. The emotional impact from branding allows your business marketers to build brand recognition, foster positive brand associations early on, and lay the foundation for long-term brand loyalty.

Local Advertising

Own a restaurant down the street? Or an online store that ships locally? Well, local businesses may find billboard advertising is significantly impactful on them, helping to plant brand awareness and visibility to these small business owners—after all, most people want to support locally!

As people travel home or around your area, use billboard advertising as a way to generate buzz and excitement, as well as make them curious to try out whatever it is you have to offer.

What are the Types of Billboard Advertising in 2024?

There are pros and cons of all types of out-of-home advertising, with different forms benefitting different companies and businesses accordingly.

Within these different OOH advertising forms, there are also different types of billboards, all coming with varying expenses and costs. Other factors include brand image, design, production and installation costs.

Static Billboards

These traditional billboards are the cheaper option for anyone wanting to advertise via billboards without the hefty advertising costs.

Although they are still by no means cheap, vinyl billboards are printed advertisements that remain up for a long time. If your marketing strategy requires an advertisement that is up for a long period of time, then this type of billboard may be one to consider.

However, if your campaign would need to be tweaked or changed periodically alongside new releases or seasons, then this form of billboard advertising may not be best for you. Initial installation may be cheap but putting up and taking down vinyl billboards can rack up the billboards’ cost.

Additionally, it is harder to be creative with static billboards in comparison with other forms of OOH advertising as it is then harder to alter the final design.

Digital Billboards

Meanwhile, digital billboards are electronically displayed billboards that you can update and change alongside new releases or updates. This is especially effective for companies who may want to showcase different aspects of their brand throughout the day, for instance, a breakfast deal in the morning and a lunchtime deal in the afternoon. Typically when using a digital billboard, you are given an ad space slot to use, with a 6-8 second showing of your advertisement every 64 seconds (different billboards may vary).

You can also get a bit more creative with a digital billboard. Whether you want to use moving images, videos, or jaunty, running texts, then a digital billboard design is the way to go. With more ideas to explore, a digital billboard can boost your brand image and is a dynamic way to raise brand awareness.

A disadvantage of digital billboard advertising can be that your content is not viewed for a long period of time as it will often rotate and change between a few other brands or companies. Therefore your advertisement is shown periodically, unlike traditional billboards which use printed images and are therefore up for a long time without interruption.

Interactive Billboards

This method may be particularly costly but is often very rewarding. Creative campaigns that encourage interaction with their audience are not only engaging but can also help to establish brand awareness.

Interactivity can be combined with both static and digital billboards if you are creative enough to come up with ideas.

For instance, Netflix released an interactive Marvel poster that encouraged their audience to tweet a hashtag—whichever character got the most mentions would then damage the other characters’ billboards with bullet holes. This was done using simple, vinyl billboard advertising.

Meanwhile, Carlsberg decided to use digital advertising and combine it with a Carlsberg beer dispenser which the public could use to fill up a free half pint for themselves.

What are some Billboard Advertising Strategies for your Business?

For your billboard ad to be effective, there are certain marketing strategies you should think about during the creation process. Who are you creating the billboard for? Why would that be the best location? How can you make it stand out as much as possible?

1. Identify your target audience

2. Design eye-catching and memorable ads

3. Choose the right billboard location

4. Time your advertising campaign

5. Measure the success of your billboard advertising

Final Thoughts:

Never overlook billboard advertising. Billboard advertising has never really left the scene. With several different types of billboards to choose from, several locations to choose from and a wide reach, using billboard advertising is a great way to get your brand out there and raise awareness.

When planned right, billboards can have a large impact on sales, so be sure to monitor your stats so you can identify whether your billboard is having the desired effect or not.

FAQs (Frequently Asked Questions)

How can I maximize visibility for my business in a crowded market?

Utilize billboard advertising in high-traffic areas to boost brand visibility and complement it with online marketing tactics for a comprehensive reach.

What can I do to enhance brand recognition and recall among my target audience?

Incorporate effective billboard advertising campaigns to raise brand awareness and ensure consistency by integrating them with online marketing strategies.

How can I engage with potential customers effectively to drive conversions and sales?

Implement interactive billboards that encourage audience interaction and combine them with online marketing efforts for increased engagement and conversion opportunities.

How can I differentiate my business and stand out in a competitive landscape?

Use creative and eye-catching billboard designs to set your brand apart and reinforce your unique value proposition through online marketing channels for a distinct brand identity

What is a cost-effective way to create brand awareness and reach a broader audience with limited resources?

Opt for static billboards as a budget-friendly option to establish brand presence while simultaneously leveraging online marketing techniques to amplify reach and impact.