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Billboard advertising is the process of using a large scale digital or print ad to market a company, brand, product, service, or campaign. Billboards are typically placed in high-traffic areas, such as along highways and in cities. This helps make sure that they're seen by the highest number of drivers and pedestrians. Billboard advertising is effective for building brand awareness. This is because it broadcasts your business to as many people as possible. Because they’re in such busy areas, billboards tend to have the highest number of views and impressions when compared to other marketing methods. Does billboard advertising work? Until 3D digital billboards started going viral, many people were thinking that billboard advertising was a dated strategy. But while billboards are sometimes criticized for being disruptive, they're also quite effective. While billboard rental costs can be higher than digital advertising, there are many benefits to this type of marketing. In fact, the scale of the audience alone can create a big boost in brand awareness. How big a boost? Let's go over some statistics. Billboard Advertising Statistics Almost 82% of viewers can recall a digital out-of-home ad they saw over a month ago. 2022 Statista data shows that 32% of respondents like billboards, and 9% like them a lot. In comparison, a different Statista survey shows that online ads annoy 41% of respondents. And research from OOH Today says that out-of-home ads show much higher recall for consumers than: Live and streaming television Podcasts and radio Print ads Online ads Billboard advertising reception graphic These incredible numbers may be why top brands are increasing their OOH advertising spending. The Out of Home Advertising Association of America data says that 79% of the top 100 advertisers increased their spending in 2021. Of those, 32% doubled their spending. 27% of the top out-of-home advertisers are technology or D2C brands. Another important area of billboard statistics is the increase in digital billboard advertising. Per 2021 Statista data, there are 350,000 billboards in the United States. Of those, 9,600 are digital billboards. And consumers who see digital billboard advertising often take action. According to 2020 Statista research, 35% of respondents visit a website or search online after seeing a digital billboard. And 20% recommend that product or brand. Plus a 2023 Azoth Analytics report says that the global digital billboards market was worth over $18.5 billion in 2021. The report expects this figure to grow by 7% in the next five years, an increase of more than $1.2 billion. Billboard Advertising Cost The cost of billboard advertising depends on many factors. These include: Billboard location Total traffic in the area Estimated numbers of how many people will see your advertisement Billboard advertising costs are typically charged monthly. They can range anywhere from $250 on a rural highway to upwards of $50,000 in Times Square. The average cost runs around $850 for four weeks. Digital billboard costs start at a slightly higher price point. While some can charge as little as $10 per day, the average cost of a four-week campaign is $2,100. As mentioned above, billboard advertising is out-of-home (OOH) advertising. This is any advertising that reaches consumers when they’re outside their homes. Each OOH advertising opportunity gets an OOH rating. This rating ultimately determines its value and cost to advertisers. Geopath is a nonprofit organization that gives OOH ratings. To do this, it uses technology and media research to estimate the weekly impressions of every billboard in the country. Then, OOH advertising companies, like the companies that own the billboard spaces, pay Geopath for this data. Then they share this data with potential advertisers. According to Geopath, there are up to 10 determining factors that make up an OOH rating and, therefore, the cost of each billboard advertising opportunity. Here are the three main factors: Circulation This is the total number of people who pass by the billboard each week. Local transportation authorities collect and share this information. Demographics This refers to the age, gender, income level, and other characteristics of the traffic that passes the billboard. Geopath collects this information from travel surveys and local transportation authorities. Impressions This is the number of people who see the billboard. This information is calculated based on many factors including: The billboard’s circulation Billboard size How close it is to the road Billboard visibility Traffic speed beside the billboard But the cost of billboard advertising doesn’t stop with "renting" ad space. You must also consider the cost of designing the billboard as well as printing and construction. Depending on what kind of billboard you want to create, this could cost anywhere from $2,000 to $100,000. This cost won’t apply to every billboard, but is something to consider if you want to get creative with your billboard. If you outsource your billboard design, these fees start at $150 but will go up depending on the agency or designer you choose. The complexity of your desired design matters too. For example, if you plan to create a 30-second 3D animation for your digital billboard advertising, these costs could start as high as $1,000 per hour. Billboard Advertising ROI While digital billboard advertising is clearly a popular choice, it's also expensive. But 2022 data shows that digital billboards deliver a 38% ROI. Traditional billboards also have good ROI, with a 40% return on investment. Note: If you plan to run a digital billboard campaign to direct traffic to your website, this ROI calculator can help you figure out what to spend. Billboard advertising ROI may be lower than other forms of content marketing. That said, one of the most powerful reasons to advertise with a billboard is brand recognition. If that's your focus you may want to measure ROAS (return on ad spend) instead. Whether you're looking for a 3:1 or 5:1 return on your investment in billboard advertising, you'll need to do your research before committing. Then, make a plan to create and measure your billboard campaign for effectiveness. For example, adding a CTA with a unique URL to your billboard ad can help you track conversions. The billboard design tips below can also help you create a billboard with strong ROI. Billboard Design Tips and Examples If you’re going to invest in billboard advertising for millions to see, you want it to do its job. Here are a handful of billboard design tips and examples that’ll make sure your billboard is effective and eye-catching. Tell a (short) story. Successful billboards take viewers on a journey. Most billboard designs tell this story with imagery and maybe some text. In fact, most drivers stop reading after a few words. Use your billboard to show the essence of an idea or campaign rather than describing it with text. Apple’s iPhone challenges gather stunning images from iPhone users that highlight the photography features of the product. At the same time, they also add inspiration to public billboards. Billboard advertising examples: Apple iPhone Image Source A story doesn’t have to be complex to be exciting. This 3D digital billboard example from BMW tells the story of their latest model heading out for a quick drive. Make it bold and simple. Drivers or passersby only have a few seconds to get a glimpse at your billboard advertisement. To reach the highest number of viewers (and potential customers), keep your billboard design simple. After all, some people may be blowing by your billboard at 70 mph. Use big, bold fonts against contrasting background colors and avoid narrow, script fonts. Also, choose colors that stand out to viewers. If your billboard is in a rural area, avoid greens, blues, and browns. The fun example below plays with the traditional billboard format to quickly draw attention and engagement. Billboard advertising examples: Specsavers Image Source This billboard example is just text and color, but it makes a bold and clear statement. If your message is the most important part of your billboard, use design decisions like font, layout, and color to draw attention to it. Billboard advertising examples: Disability representation in film and television Image Source Consider its location. You may not have grown up in the neighborhood where you live, but you've probably lived there long enough to foster a certain sense of pride. So, when you wander by billboards that are authentic, you pay attention. Well-designed billboards reflect their location. They take advantage of sports teams, nicknames, nuances, or inside jokes related to the area. This can make the billboard (and brand) much more impressionable to those who see it. The popularity of the Shinjuku digital billboard in Tokyo, Japan makes it a hub for creative inventions like this example from Nike. Mobile billboard advertising like the example below can be where your audience is at the times they need what you’re offering. Billboard advertising examples: Location-specific billboard for coffee drinkers Image Source Some billboard advertising is temporary, but the local billboard below is now one of the icons of the city of Portland, OR. This article talks about the history of the Portland stag billboard and its origins as a sportswear brand advertisement. Billboard advertising examples: Portland stag billboard Make it interactive. Depending on your billboard's location, you may be able to design it so it interacts with its surrounding environment. This strategy makes your ad stick out among the noise. It grabs the attention of passersby. The billboard from Intel and Genvid below is also an interactive game that viewers can play with their mobile devices. Billboard advertising examples: Interactive billboard from Intel and Genvid Image Source Make it memorable. OOH advertising to stand out from the hustle and bustle of a regular commute (or the monotony of a long road trip). Your billboard shouldn’t be any different. We’ve all been there: you’re sitting in bumper-to-bumper traffic and your mind starts to wander. Your eye catches a flashy billboard on the side of the road. Maybe it makes you laugh, or maybe it piques your interest in an upcoming event or product. A smart advertising company chooses billboard locations for optimal viewing: not only will the right location have a lot of traffic, it will also connect your brand with the demographics most likely to take interest in your product or campaign. Billboard advertising isn’t new, in fact, outdoor advertising remains one of the most established marketing strategies. What Is Billboard Advertising? If you’ve ever left your home you’ve probably come into contact with a billboard. Billboards are large-scale form of advertising that market a specific brand or marketing campaign, and are usually placed in high-traffic areas. Billboard placement and design run the gamut: they might be in a city center or along a rural highway; some digital billboards are interactive, and some are 3-D. Categorized as out-of-home advertising (OOH), billboards are among the most common forms of outdoor advertising. By strategically using OOH, an advertising company can increase brand awareness by targeting commuters and foot traffic. Printed Billboard Types Bulletin Billboards Mural Advertising Billboard Posters Wallscape Advertising How Much Does Billboard Advertising Cost? Billboards are a relatively inexpensive form of advertising. While the cost of your billboard campaign will depend on several key factors, including location, length of time, and design, billboards have a high return-on-investment due to the sheer volume of viewers. Although OOH advertising is one of the most cost-effective forms of marketing, renting billboard space can quickly run into the six-figures if you choose a prime location. If you’re determined to rent billboard space in a high-volume area, you may be able to cut costs by keeping your design simple or creating the design in-house. Billboard Design Make Your Design Interactive Once you’ve narrowed down your ideal location, you’ll want to make sure your billboard design appeals to your target audience and the greatest number of people. By making your design interactive you’ll be more likely to capture the attention of your viewers. Consider the location and placement of the billboard, and see if there is a way your design can respond to its surroundings. If it's alongside a Los Angeles freeway, perhaps the content reflects on the ubiquity of traffic in LA. If it’s located in a neighborhood with lots of Victorian architecture, the content might include a historical reference. Be creative! Tell A Story with Your Design People respond best to information that comes in the form of a story. When you design your OOH ad, think of the story that you want to tell. Use images and minimal text to convey an idea. As with the best writing, an effective billboard will show rather than tell. Don’t burden your viewers with too many words; rely on images to tell a story about your brand or product. And don’t be too obscure: your target audience should be able to quickly understand any references. Make Your Design Memorable Remember that your viewers will only rest their eyes on your billboard for a couple of seconds at the most. The design has to be clean, to the point, and eye-catching. If you try to cram too many visuals into your design people won’t bother trying to unpack it all. Use big, bold fonts and simple images with contrasting colors. How To Get Your Billboard Designed When designing your billboard you have the option to create your design in-house or partner with a design company. In general, creating your design in-house will be more affordable, but your design capabilities will be more limited. A professional design company will have more insight into the latest trends and techniques, but their design costs can run upwards of $1k. Consider your priorities and internal bandwidth when making the decision. Billboard Locations One of the benefits of outdoor advertising is that thousands of commuters will see your content. Choosing the right location for your design is a critical component of your OOH marketing campaign, so look closely at your target demographics and consider where they’re most likely to see your content. Remember that an audience in San Francisco may not relate to the same content as an audience in more rural areas, for example. How To Choose Your Billboard Location Depending on your unique marketing campaign, you may not want to choose the most high-traffic areas. Your product may target a specific demographic that doesn’t necessarily frequent commercial city centers, for example. Billboard locations vary widely from state to state, so conduct thorough market research before landing on a location. And keep in mind that some states have laws governing billboard location and design. Vermont, for example, doesn’t permit billboards anywhere in the state. Billboard Advertising Statistics If you want to get started with your billboard advertising campaign, begin your research ASAP. Here are some handy statistics to get you started: There are likely over 2 million billboards in the United States today. About 80% of consumers said they noticed a billboard ad in 2019. Over 50% of people said they’ve been highly engaged by a billboard in the last month. At least 71% of people consciously look at billboards when driving. Pros and Cons of Billboard Advertising PRO - Billboards provide a wide reach. While some forms of targeted advertising can become overly niche, billboards cast a wide net and capture the attention of everyone passing by. No potential customers are left out when you employ a billboard advertising campaign. CON - Some billboards, especially digital billboards and those with 3-D elements, can be costly to design. PRO - Billboard ads are almost always placed to receive maximum exposure. That means there are few visual impediments, like buildings or trees, to block your design. CON - Not all billboard locations are created equal. The best designed billboard campaign can easily languish in a sub-optimal location if you don’t conduct proper research. What are the Advantages of Billboard Advertising? Billboards provide a wide reach. While some forms of targeted advertising can become overly niche, billboards cast a wide net and capture the attention of everyone passing by. No potential customers are left out when you employ a billboard advertising campaign. Other compelling reasons why billboards are great advertising strategy are: 1) Billboards are big and eye-catching 2) Billboards occupy a significant amount of space 3) Billboards can be catchy 4) Good billboards help reach the target audience 5) Today's technology makes it easy to target demographics 6) You can develop a demographic breakdown 7) You can place billboards where your target audience sees them 8) Billboards are a powerful tool to market your business 9) Billboards are a great way to advertise 10) Billboards are an effective marketing strategy 11) Billboards are a cost-effective advertising strategy 12) Billboards are a cheap way to advertise 13) Billboards are a quick way to advertise 14) Billboards are a creative way to advertise 15) Billboards can be used as a form....Impulse buying is very common among people who watch television shows or movies. People often buy things without thinking about it. A billboard can be used as a tool to encourage people to make immediate purchases. When you're on a roadtrip with your friends, and you see a billboard with tempting pizza, it will make your stomach growl and you'll want to stop and eat, even though you didn't plan to do so.Billboards are extremely effective advertising tools. They ensure brand exposure and brand recall. People who see billboards every day will recognize your logo or slogan. Your business name is remembered even after years. Billboards are effective because they reach people of all ages. They also provide a high return on investment. Radio ads and newspaper ads take more money but yield less returns. What Are the Disadvantages of Billboard Advertising? Billboards can be expensive. There are many factors to consider when choosing a billboard company. You need to know how much money you want to spend and what kind of return you expect. Your budget should include the cost of materials, labor, and other fees. You also need to pay attention to weather conditions, because billboards are usually made out of wood or metal. In addition, if the billboard is damaged by wind, rain, or snow, you could be liable for any damage caused by the billboard. A billboard is a medium used by companies to advertise their products. Like other advertising media, such as television, radio, newspapers, etc., it provides a limited amount of information about the product. However, unlike these other media, it allows for a brief, if not fleeting exposure period. This means that viewers cannot easily remember the company name, address, phone number, etc. A billboard ad is a stationary mode of advertising. It doesn't depend on people visiting the place. It focuses on mass marketing, and it can't be personalized. Most importantly, it can't deliver personalized messages that are more effective than those delivered by social media or mobile apps. Who Should Use Billboard Advertising Billboards are especially effective for brands and products that appeal to a wide swath of consumers. Since they receive wide exposure, billboards are less likely to appeal to companies who target a very specific subset of the population. Billboard ads are here to stay, so don’t neglect this critical advertising opportunity. Jump to Section What Is Billboard Advertising? Types of Billboards How Much Does Billboard Advertising Cost? Billboard Design Billboard Locations Billboard Advertising Statistics Pros and Cons of Billboard Advertising What are the Advantages of Billboard Advertising? What are the Disadvantages of Billboard Advertising? Who Should Use Billboard Advertising? Explore Other OOH Media Formats Direct Mail Marketing Digital Out of Home Media Place-Based Advertising Street Furniture Advertising Transit Advertising Windowscape Advertising"

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