How and Why Billboards Work
Billboards have been a staple of the advertising world for quite some time, so why and how do they work so effectively?
Billboards are one of the oldest and strongest ways to advertise products, services, and messaging. They are considered a form of out-of-home media, which is any type of advertising that is experienced outside of a person’s home, like bus stop ads and airport kiosks.
In some form or another, billboards have existed since the reign of the Egyptian pharaohs, as mentioned in last week’s blog post. This medium has continued to endure because nothing can compare with its cost and ability to to reach a mass audience.
Let’s look at TV commercials for example. Advertisers will broadcast products on channels that best fit their target audience. This was a groundbreaking strategy in the world of advertisement, but there is one major problem with this form of media that has only got worse over the years.
When a TV show goes to a commercial break, people will likely change the channel or find something else to occupy their time. In addition to this, with the Ad Blocker plug-in that can be installed on web browsers, people can totally bypass advertisements all together.
According to an article by Kelly Main of Fitsmallbusiness.com, a 30-second commercial can cost more than $150,000 for a national broadcast. The thought of some of that money going to waste on the loss of potential impressions can be quite deterring.
Billboards, on the other hand, cannot be avoided as easily, and the pricing is far more reasonable. By placing billboards along roadways, people are bound to see your messaging, but in order for a billboard to truly work, you must take it a step further.
The most effective billboards work by utilizing one key concept: efficiency of content. Let’s break this down.
On average, drivers will look at a billboard for five to ten seconds. With this in mind, the content of the billboard needs to be efficient at delivering the message. It’s a good practice to limit the amount of words you use and rely on images instead. To go off of this, another important factor is memorability. People will remember billboards that leave an impact on them. A funny catchphrase or a powerful image will linger in people’s minds for the rest of the day.
With all this considered, it’s no wonder why billboards have continued to thrive despite the advent of other advertising methods.
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