There’s no question that outdoor advertising is effective. According to a 2013 Out of Home Advertising study conducted by Arbitron Inc, the average American spends about 20 hours a week traveling, either by personal vehicles or public transportation; this equals roughly about 170 to 350 miles in total travel distance. The same study found that 8 in 10 travelers say they purposely look at billboards on their commute at least “some of the time” with 5 in 10 travelers saying that they look at billboards “all of the time.”
A common question we hear from businesses considering outdoor advertising is which is better: digital or traditional billboards? Determining which is “better” really depends on your advertising goals: are you interested in marketing to the masses, or a targeted campaign? Both types of billboards offer different strengths.
- Always on! Can’t be turned off like radio, T.V, or digital ads
- Great for branding
- Can be used as directional to your business
- Extensions allow for creative ads that stand out
- Have backlighting, catching the eye and making them difficult to miss
- Have the ability to display more than one advertisement, and the ability to choose specific times or days of the week for specific ads.
- Can be integrated with smartphone technology like beacons that use push notifications to alert consumers about deals or promotions
- No cost to change or update artwork
- Great for mass marketing, as they’re placed in areas of high traffic
As you can see, there are certainly advantages to both types of billboards. When deciding which one is right for your business, it’s important to think about factors like your goals, the demographic you’re targeting, ROI, and whether you’d like the ability to leverage smartphone technology. If you have any questions or would like to discuss the pros and cons of digital versus traditional billboards, give us a call at 707-777-7777. We’d be happy to discuss how billboards can significantly aid your marketing goals!