For years, billboard advertising has been seen as dated and ineffective by many digital marketers.
Until billboards started going viral on social media, that is.
Placed in high-traffic areas in cities and on highways, billboards are part of the out-of-home advertising (OOH) category, which also includes bus shelters, wallscapes, and posters. Thanks to digital innovations, many billboards are interactive and can create a spectacle for each passersby to enjoy (and film to share on social media).
It’s difficult to track metrics on this category, although data from Spice Works indicates 96% of advertisers believe they have reached their goals for OOH advertising. Goals most often include social media engagement, website traffic, and stronger brand recognition.
Why This Matters
Billboard advertising is not a regular part of most organization’s advertising plans, but it can be an effective way to spread a simple message to a large audience quickly.
It comes with a large cost, but companies that invest in OOH advertising report an average of 38% return on investment in addition to expanding their brand awareness and reach.
Outdoor advertising is a disruptor and tends to annoy people. However, that doesn’t mean it’s not effective. The 2023 Billboard and Outdoor Advertising Global Market Report found that 82% of people can recall a digital out-of-home ad they saw within the last month.
According to the Out of Home Advertising Association of America, 49% of adult consumers notice billboard ads more than they did in 2022.
If you haven’t tried billboard advertising yet, it’s worth thinking about for future campaigns. Depending on your budget and campaign goals, it could be a worthwhile option to explore further.
To see examples of effective billboard campaigns, click here.
Photo by Canva.