Why should a business use a gigantic billboard on the side of the road to advertise? That is a very good question. After all, people speed past them. Drivers need to concentrate on the road and not so much their surroundings (a feat more difficult while driving past some of Utah’s gorgeous scenery). Unless billboard viewers have another passenger with them, it will be hard for them to note the information presented on a billboard. Yet we see hundreds of billboards along our highways and sometimes even in towns. It seems like the odds are stacked against them. But a 2009 study by Arbitron revealed some interesting statistics of this time-tested advertising medium.
The Arbitron report found that
- 72% of billboard viewers frequently or sometimes shop on their way home from work
- 68% frequently or sometimes make their shopping decisions while in the car
- 38% make the decision to stop at the store while on their way home
- 24% say they were motivated to visit a particular store that day because of an outdoor ad message
It turns out, drivers are very often contemplating purchases and weighing their options of where to shop. One of the key advantages of billboards is that they advertise to people who are already mobile. So getting them to go somewhere is not as hard as when they are at home.
One of the main keys of advertising is to go where your audience is. Businesses that address the immediate needs of travelers have a fantastic advantage when it comes to reaching their audience with billboards. Billboards can be placed on route geographically near a business to greater encourage people to patronize them.
Still, as attractive as these statistics are, businesses still need to understand how billboards work. Because of the limited time consumers can give to view a billboard, messages need to be short and focused. This can actually be beneficial to a business if approached correctly. Billboards should never be your only message. Rather, they should complement your advertising campaign. They should serve as both a token to interest people as well as a reminder of your other advertising. In this way, it acts as an extension of other advertising media.
Finally, just because billboards are a traditional media does not mean they need to be boring. These ten billboards show just how creative marketers have been lately.
At first, it may seem that billboard ads are ineffective, but studies show that this age-old technique is thriving and driving business. Are you considering advertising using billboards? Give us a call. We have great experience creating compelling messages coupled with smart design.