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It depends. In order to answer this question, we must first understand how viewers react to outdoor advertising. The Arbitron National In-Car Study, 2009 edition, published these findings:
- The average individual in the united states (ages 18+) spends about 18 hours on the road each week
- 71% of these travelers are “billboard viewers,” meaning they look at the messages on billboards often.
- Almost three-quarters of billboard viewers go shopping on the way home from work
- More than two-thirds of billboard viewers make shopping decisions while traveling in the car
- About one-quarter of billboard viewers reported that an outdoor ad motivated them to visit a particular store later THAT DAY.
- One third of billboard viewers reported that they visited a retailer they saw on a billboard later THAT WEEK.
- 50% of billboard viewers said they received “directional information” from a billboard
View the complete study here. According to these findings, billboards can indeed be successful when it comes to influencing viewers to buy a product or service. However, the success of your billboard depends on a few factors, including the design and the location. Here are some important things to remember when designing a billboard:
- Simple designs have more impact
- Keep the message short—7 words or less—too many words make billboards look cluttered, confuse the viewer, and may even compromise their safety on the road.
- Your message should only take about 6 or 7 seconds to process
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- Use words that will jump out and catch the viewer’s attention. Leave them wanting to learn more about your message
- Use big, bold text, but don’t get caught up in using fancy fonts
- Use billboards in heavily populated areas
- Use colors that stand out
- Use a powerful, high-quality image
- Focus on one message
- Test your billboard on smaller audiences before releasing it to the public
Interested in creating a billboard for your company? Click here for a free marketing consultation.