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Pros & Cons of Billboard Ads
Billboards can be expensive, difficult to read, or inflexible, but may still be beneficial given their potentially high exposure and simple, targeted message. Once you learn how much a billboard costs, familiarize yourself with the pros and cons of billboard advertising before committing to a board.
Pros | |
|---|---|
Potentially high exposure | |
Low cost per impression | |
Location targeting | |
Effective for simple messages | |
Reach a large, broad audience |
Cons | |
|---|---|
Immovable | |
Short exposure period | |
Ability to measure effectiveness is a challenge | |
Traditional Billboards vs Digital Billboards
Physical billboards have a lot of advantages over digital billboard advertising. Placement of physical billboard ads is widely available because the infrastructure has existed for several decades. Additionally, printed advertisements are not subject to glitches and power outages like digital billboards.
Traditional Billboards | |
|---|---|
Typically less expensive | |
More existing inventory | |
Not subject to glitches |
Digital Billboards | |
|---|---|
More dynamic ads, which make ads more effective | |
Better targeting with the ability to display ads during specific hours of the days or days of the week | |
More flexibility as you can update and optimize ads quickly |
Who Billboard Advertising Is Right For
Billboard advertising works best for businesses boosting brand awareness or advertising specific store locations. Billboards located on highways that advertise local businesses are extremely actionable because the audience is already nearby. In addition, billboards are a great way to promote your brand if you don’t need immediate conversions.
If you’re still on the fence about whether or not billboard advertising is right for your business, consider the following questions:
- Does your product pass the eight-second rule? If you can’t make your pitch in eight seconds, then billboards are not for you. The stagnant nature of traditional billboards is also ineffective if your message requires interpretation.
- Is your product relevant to a mass audience? If your product is only relevant to 10% of the population, you’ll waste a lot of money on “unnecessary” billboard impressions.
DID YOU KNOW?
ADULTS WHO ARE EXPOSED TO OUTDOOR MEDIA
18 HRS
AMOUNT OF TIME THE AVERAGE (SA) SPENDS COMMUTING EACH WEEK
TRAVELERS WHO NOTICE OUTDOOR BILLBOARDS……
