hero-setup

The Advantages of Digital Billboard Advertising

The Advantages of Digital Billboard Advertising

Digital billboards aren’t a new creation; they’ve been captivating viewers in Times Square and Piccadilly Circus for over a decade. When the first digital billboards were installed in 2005, they were only feasible for the largest global brands with vast marketing budgets.

Digital Billboard | Advertising

Today, technological advancements have greatly reduced the costs of digital screen technology, which has produced some exciting changes for outdoor advertising. As technology has become more affordable, digital billboards have begun to replace traditional static billboards, a trend that will undoubtedly continue. Why is digital on the rise? Digital billboards have some significant advantages and benefits for businesses:

Prime real estate

Lower production costs

  • No posters are required, so you save money on the cost of printing. There also aren’t any weathering concerns with digital ads.

Shorter lead times

  • When you advertise with digital, your ad is sent electronically to the screen, often within a matter of minutes. There’s no need to order a paper poster two weeks before your ad goes up. People can start viewing your ad almost immediately.

Ability to have multiple messages

  • If you’re promoting more than one business, you can send in different versions of your ad with the address of each one. Promoting two products or services? Just send in two ads. You’ll be able to use your time slot to display both of them.

Competitive advantage

  • Digital billboards allow for greater creativity with your ads, which allows your business to truly stand out from the competition.

Ads for Specific Days

  • Have an event on Tuesdays and another one on Thursdays? You can run ads for a given day of the week. Announce your special on Tuesday, then change your ad for the Thursday offer. This reduces wastage (times when your advertising is less effective) and makes more efficient use of your advertising budget.

Captivating

  • With their illuminated ad space and moving images, digital ads command attention and are difficult to ignore. While some people may tune out static ads, digital ads attract attention and make it more likely your audience sees – and retains – your messaging.

Creativity

  • Digital advertising increases the opportunity to be more creative with your messaging. Here are a few examples of how you can leverage digital in a creative way that gets your ads optimal exposure:
    • If your restaurant is open for breakfast, lunch, and dinner, use three separate ads at the appropriate time of day. Show a hearty breakfast between 6 – 11 am, a delicious sandwich between the hours of 11 am and 3 pm, and a juicy steak between 3 – 8 pm.
      Do you have a restaurant that stays open late? Advertise a tasty dish between 10 pm and 2 am only.
    • If your travel agency has great winter sun deals, advertise a sunny location once the weather drops to frigid temperatures. It’s possible with digital!
    • Advertise cold beverages, ice cream, or a relaxing beer garden only when it’s warm and sunny out.
    • Opening a new store or launching a new product? Do a countdown until the big event, for example, “Only 5 days left to go! Reserve your spot today.”
    • Do you have products for two demographics, like men and women? You can A/B split test content by running ads with different offers and tracking the response.

Clearly, digital has significant advantages over traditional static billboards – and even better, you no longer need to be a global company with unlimited resources to use it. Digital advertising is now available and affordable for all businesses. Contact Veale Outdoor Advertising today at 707-777-7777 to request a price quote and availability.

New Bulletin Faces Bring Greater Advertising Opportunities

At Veale Outdoor Advertising, we’re always working on ways to bring more value to our clients. In September, we acquired six static bulletin faces along the heavily commuted Interstate 80 corridor along Vacaville. We now operate 22 billboards on Interstates and Highways throughout Northern California. This expansion into Solano County means we can provide even greater advertising opportunities to clients interested in reaching motorists traveling to the San Francisco Bay Area, the Napa and Sonoma Wine Country, Sacramento and Lake Tahoe – all of which are prominent tourist destinations.

Bulletin Board Opportunities

Our expanded service area in such a valuable, well-traveled corridor presents exciting opportunities for our clients to reach existing and new customers. Outdoor advertising remains one of the most effective ways to get your message out to consumers. The average American spends approximately 20 hours each week in the car, traveling over 200 miles. A recent study conducted by Neilson reported that 82% of drivers are able to recall the billboard advertising they saw while on the road. This is in stark contrast to online advertising, which caps out at about 30% recall, and even television advertising, which averages to about 60% of viewers being able to recall the ads they’ve seen.

Benefits We Provide

Unlike other forms of advertising, consumers don’t need to “opt-in” to see outdoor advertising. Television, radio, print, and online advertising all allow consumers to skip over media. Most consumers spend an average of 70% of their time outside their homes, giving them ample opportunity to view billboard advertising. Outdoor advertising not only has a wide reach and better recall than other types of advertising media, but it’s also extremely cost-effective.

For more information on how static or digital billboards can benefit your business, give us a call at 707-777-7777.

Geopath Insight Suite is here!

After a long wait, the new numbers have been released from Geopath, and this is great news for you. Gone are the days of counting cars with averages of people driving in each car. Geopath’s new system utilizes cell phone data to determine a more accurate count of people driving by our billboards.

What does that mean for me?

That means we have a much more accurate picture of how many people are passing by the billboards, and the numbers have gone up. Some billboard’s traffic has gone up as much as 68%! These new numbers will help improve your reach in the area surrounding the billboards and increase the value of advertising on billboards.

New features coming!

Over the next few months, we will be getting more information about the traffic that is driving by our HWY 80 and HWY 101 digital billboards. Some of the features that we will be seeing include:

  • What Zip Codes the traffic is coming from
  • Where are people shopping
  • New marketing segments for people

These are just a few of the new features that Geopath plans to roll out in the next few months and years. You can follow us on social media for more updates as the data becomes accessible to us.

Billboards v. Print ads

As a business owner, you constantly have to make decisions based on what’s best for your business. The right choice in suppliers, product, employee hires, etc can make a huge impact on your company. The same goes for your advertising. Advertising your business is crucial to introducing your business to customers and growing sales. With so many different types of advertising, it can be difficult for business owners to choose where to spend their budget.

Many business owners aren’t marketing and advertising professionals. You know your business, and you know it well. But what type of ads are your customers most likely to respond to? What kind of colors attract attention? Should you direct your customers to a website with an ad? For these types of questions, it helps to talk to a professional.

What Can You Do?

Veale Outdoor Advertising can help your advertisement get in front of thousands of potential customers. Some small and medium-sized businesses rely almost exclusively on print advertising for promotion. While there are positives to print advertising, such as unlimited ad-view time and the ability for higher word density, there are also downsides in comparison to billboards. When using billboards, especially digital billboards, your business gets the benefit of

·       Regular ad-specific analytics

·       The ability to work within your budget

·       Precise targeting for specific time, day, week, or month

·       Easy to start, change, and pause ads as needed

·       Only pay for displayed ads

In contrast, print advertising can present a host of obstacles. If you want to mail a flyer to residences in your area, you need to pay for address lists. Once an ad is printed, there’s no way to change it or stop it. Depending on the publication or print method used, there’s no guarantee potential customers even saw your ad; they might throw it directly in the recycling bin.

Veale Outdoor Advertising specializes in offering businesses the chance to reach thousands of potential customers through billboards in high-traffic areas. Our expert advertisers can help you create an ad that is easy to read on the road, consistent with your existing branding, clear, and to the point. With years of experience in advertising, we know how to ensure your ad pops.

Do you already have a print ad ready to run? Or have a print campaign and want to supplement it with billboard marketing? Contact us for assistance turning your print ad into an eye-catching billboard!

Lessons Learned from Digital Advertising Woes

No matter the scope of your outdoor advertising campaign, there can be lessons drawn from the successes–and failures–of modern digital advertising campaigns. One, many advertisers believed that online digital advertising offered complete transparency about effectiveness. However, state of the art out-of-home advertising challenges that belief. With new digital billboards which can gauge the passing speed of nearby cars, and therefore offer extensive data on possible consumer impressions, outdoor advertisers have more data available than ever before. However, this improved technology also means that companies need to bring a thoughtful approach to their advertising planning, with strategies adopted from online media campaigns. In fact, every outdoor advertiser should consider these three lessons:

1. Attention metrics count

With online advertising, it’s become clear that some firms offer online space–but few impressions or returns. With modern out-of-home advertising, companies need to put the emphasis on attention metrics, rather than simply buying space. While the importance of viewability can’t be underscored, retailers must know exactly how they’re leading their customers from ad viewing to product buying. The analytics platform known as Placed is leading the charge for more detailed and meaningful metrics for outdoor advertising.

2. Advertisers don’t work alone

In fact, it’s key for modern advertisers to view their relationships with platform owners as partnerships. Firms such as Impax Media can help advertisers maximize their ad budgets, for example by leasing advertising space in the check-out line to improve consumer mood and engagement.

Says Dominick Porco, Impax’s CEO: “Retailers have responded to our model with tremendous enthusiasm, because it addresses some real needs. For starters, it will cut down on theft by providing an elegant means to close a lane and prohibit someone from leaving the store with a shopping cart full of unpaid groceries. It will enhance the shopping experience by providing shoppers with relevant information while simultaneously reducing the perceived wait time; a significant deterrent to customer loyalty. And lastly, it provides the retailer with a 21st century communications platform to introduce and reinforce programs and incentives to their customer base.”

3. Context counts

Whether online or out of the home, advertising must be relevant to the consumer. Modern outdoor advertising is always location specific. Advertisers can maximize this feature of billboard or e-billboard advertising by offering ads that touch on local issues or venue-relevant activities.

Google Puts Outdoor Advertising Budget to Good Use with This Unbelievable Interactive Billboard

Times Square recently became the home of the largest billboard in history. This interactive billboard features a screen by Mitsubishi Electric that’s the size of a football field. The Diamond Vision AVL-ODT10, as it’s known, delivers a pixel density of 2,368 x 10,048, exceeding 4K display resolution by 15 million pixels.Google has become the first company renting this prime advertising space in a campaign that will last through January 31.

 

Not only do they get exclusive advertising rights to this space–through the prime holiday shopping season and Times Square’s New Year’s Eve celebrations–but the tech giant has unveiled new, state-of-the-art technological features, as well. One campaign, which ran for two days, offers consumers the opportunity to “Androidify” themselves on their own smartphone. By customizing OS android mascot, users can create an avatar that looks like themselves, their friends, or their family–and then project it on the largest billboard in the world through use of an exclusive Android app. They can also have their characters printed on t-shirts and postcards.

image source: BGR.com

 

Google’s plans for this expansive advertising space include other campaigns for their own products. But they also have their eye on charitable campaigns featuring the World Wildlife Fund, Charity Water, and more.

 

The billboard is located on 1535 Broadway, between 45th and 46th streets, about a mile and a half from Google’s New York headquarters and is owned by Clear Channel Spectacolor and Vornado Realty Trust. Of the space, a Clear Channel spokesperson told Mashable: This is the largest billboard on Broadway ever. [And] the largest digital billboard in North America.”

 

It’s unclear precisely how much Google paid for the space. However, reports to Ad Age state that ordinary outdoor billboard space in Times Square can run as high as $4 million a year. Dunkin’ Donuts, for example, pays $3.6 million a year for its One Times Square digital sign, and Brewer Anheuser-Busch InBev pays $3.4 million a year for neighboring space.

This Retro Advertising Method has Modern Appeal

When considering their advertising budget, many companies limit themselves to social media campaigns and costly TV and radio advertising. But road trip favorite Cracker Barrel is leading the way in craft an advertising campaign with timeless appeal. The restaurant commits nearly 50% of its advertising budget to billboard ads, according to eMarketer. Their charming, southern-style restaurants are often located near exits and major highways in order to attract travelers on long distance journeys, so an extensive billboard advertising campaign is a natural fit for their business. And it’s proven to be a very effective strategy. The corporation has experienced annual growth of over 10%.

advertising

 

Many companies overlook this strategy when crafting their advertising budget. But outdoor advertising such as billboards remain effective even in a modern climate. Although social media campaigns can target specific audiences closely, billboards–including digital billboards–can help your business gain exposure to a wide customer base. Here are four ways to ensure the effectiveness of your next outdoor advertising campaign:

 

1. Pattern your campaign after other successful brands

 

There’s no need to reinvent the wheel. When you see an advertising strategy that’s worked well for other brands, consider designing a similar campaign for your own product and audience. This strategy worked well for the grocery delivery app Instacart. According to an interview in AdWeek, their online media strategy was seeing declining returns in 2014. Their former media manager chose to pattern their new campaign after the subway billboard campaign he saw utilized by other companies. Though the subsequent growth was difficult to quantify, Instacart enjoyed a surge of online subscribers.

 

2. Create a campaign with visual impact

 

Unlike online advertising, an outdoor media advertising exists in a rich–and sometimes distracting–physical environment. To increase the impact of your billboards, use eye-catching designs that can be easily read from afar. And consider ways to increase user interaction with these ads. A hashtag campaign embedded in a billboard can increase reach, as consumers take quick snaps with their smartphones and share them in online spaces.

 

3. Consider the impact of travel time in your ad placement

 

Online ads on social media are viewed quickly and then dismissed. However, Americans spend huge amounts of time in their cars, particularly those in congested areas or with long commutes. Carefully placed advertisements in prime real estate could be viewed for far longer than other advertising. A deliberately planned outdoor advertising campaign can help even companies who primarily do their business online. According to Investor’s Business Daily, companies like Amazon and Netflix are some of the biggest spenders when it comes to outdoor advertising.

 

4. Combine retro advertising appeal with modern strategies

 

Just because you’re embarking on an outdoor advertising campaign doesn’t mean you have to forgo new strategies for interaction, design, and more. Smartphone and tracking tech can give you extensive data about who is viewing your ads and when. Outdoor advertising can be combined with interactive elements, like lights which illuminate when ads are being viewed, sample dispensers, and more.

 

By pacing your ads in outdoor spaces, you’re guaranteeing views–and expanding possible returns. Ads carefully placed on gas station pumps, subway cars and stations, and traffic tunnels integrate seamlessly into the modern landscape, increasing your returns on your advertising investment.

 

 

Get Customers Engaged with Outdoor Promotions

Brands are directly engaging more and more with customers. By bridging the divide between company and consumer, brands are able to develop personality, garner buzz, and stick in people’s minds. Billboards are the perfect way to engage with potential customers in a long-lasting way. We’ve mentioned before billboard’s impressive statistics when matched up against television and radio. Since people can switch the radio station, turn the television channel, or close online advertising on a smart device or computer, billboards offer a unique opportunity to engage directly with consumers.

Jelly Belly

Recently Veale Outdoor Advertising offered businesses a chance to put a picture of their mother and their company logo along with a message for Mother’s Day on our digital billboard in Rohnert Park. This is an excellent way to get people involved in your product or service! Small and large businesses responded with personalized messages to moms; see below for advertisements from Jelly Belly and SK Creative.

 

This was a fun and interesting way for brands to engage with customers using our billboard, with impressive results. We saw an increase of participation of 600% compared to previous attempts at offering free time on the billboard.We saw an increase of 200% of businesses interested in doing business with us compared to a normal business day.  Brands – and customers – are loving the personal approach!

 

Outdoor advertising remains one of the best ways to grab people’s attention and get them talking about your brand. See Burger King’s recent proposition using their outdoor marquee board asking a nearby Wendy’s to prom. This simple sign has captured the Internet’s attention and brought national exposure to Burger King, signifying the power of outdoor advertising when it comes to connecting with customers.

 

Billboard advertising is more cost effective than television and radio while giving you a chance to personally connect to existing and new customers. So our questions is…how are you engaging customers directly with your brand? Does your brand have a voice? Billboards give you a chance to use that voice to connect directly with your base and expand to new customers.The personal Mother’s Day ads were an excellent example of the significant role billboards can play in getting customers active with your product. Talk to us today about getting people engaged with your business.

 

Thank you from the team at Veale Outdoor Advertising.

AB 1405 Will Take Away Control From Local Governments and Harm Local Business

Californians are accustomed to seeing changeable outdoor message signs run by Caltrans. They usually have public safety messages, Amber Alerts, and traffic directions. These Caltrans boards are an important service to the community and Californians have agreed this is the appropriate type of information that should be on our highway and freeway’s public spaces. Californians want to keep our public right-of-way space free from commercial advertising. AB1405

Instead of acknowledging the importance of the existing system, and the important relationship between advertisers and local government,  state Assembly member Kevin Mullin has authored a bill that would steamroll over this successful approach that has been working for many years. AB 1405 leaves our public roads open to total commercialization and blight. Not only that, this bill also wrestles away local government control and completely ignores the public’s wishes regarding outdoor signage. It shifts critical local revenue out of the hands of local government and sends it straight to Sacramento.

While Mullins claims this bill will generate millions in revenue each year for the state of California, what he fails to mention is the enormous impact this would have on existing municipal governments and residents.

AB 1405, would completely destroy long-term, productive public-private partnerships that many local governments in our state enter into with outdoor signage companies. The economic benefits of billboards would be ripped from local county and city governments, as well as local businesses, and handed over to Caltrans in this power grab. The profits are presently shared between neighborhoods, residents, and local businesses. Municipal governments often negotiate billboard agreements that provide ongoing revenue to support public safety and other initiatives in exchange for the use of public property. Currently, the billboard industry supports local business and local government initiatives. AB1405 will eviscerate that business, instead giving the revenue to Sacramento. To learn more about this power grab, read this article. Most importantly, get involved before the vote.

Protect your highways! Keep public thoroughfares in California free and fair to the public!

 

What Can You Do?

 

You can directly affect the outcome of this vote! Raise your voice to stop this harmful bill. The vote is set to take place Tuesday, 6/26/18. Pick up the phone and call your State Representatives! PLEASE Call/Email/Write/Post on their Social Media that you oppose AB 1405:

  • Senator Bob Wieckowski, California Senate District 10 – 916-651-4010 –phone is best!
  • Senator Ben Allen, California Senate District 26   – 916-651-4026 – phone is best!
  • Senator Ted Gaines, California Senate District 1 – 916-651-4001 – phone is best!
Billboards Versus Radio and Television Advertising

Advertising is unique to your brand. For some companies, they may have the marketing budget to support broad campaigns through every outlet. For most companies though, particularly the many local and regional businesses we work with, it is a careful balance to find the right place for your advertising dollars. You want to minimize wasted money while maximizing efficiency. As you can see by the graph, billboards are significantly cheaper than television and traditional media advertising. Although there are many different forms of advertising, out of home advertising – billboards – remain one of the tried and true methods of grabbing customers attention and reaching a targeted geographic audience.

 

Billboards Versus Radio And Television Advertising

As media becomes more and more fragmented, billboards are even more important. The market of radio listeners and television watchers has splintered. Radio listeners has split between traditional stations, satellite radio, and using MP3 and Bluetooth to play audio in vehicles. With the plethora of different options to listen and watch content, audience share has fractured. The same problem occurs with television (not to mention the number of streaming services that have taken viewers from television). Network television may reach a large amount of viewers, but it is extremely expensive to advertise, there is an rising number of people using DVRs to skip commercials, and many television shows reach an older and lower income audience. Cable television may reach different audiences than broadcast networks, but these audiences are typically smaller and there are many more channels to advertise on. As we’ve discussed in the past, billboards have a distinct advantage over radio and television. It’s impossible to change the channel or station on a billboard. If you’re driving past or in the vicinity, it’s very hard to ignore the impact of a billboard. In fact, there’s some interesting statistics on that…

When compared to traditional print media, television, and radio, billboards cost far less and deliver higher retention rates. According to a study by the Outdoor Media Centre, 74% of those surveyed remembered a billboard advertisement, compared to 58% for online, 52% for newspapers, 46% for magazines, 37% for radio, 26% for cinema, and 16% for mobile. The same study went on to find that two thirds of people have searched the web for a product/service and one third have purchased as a direct result of OOH advertising.  That’s pretty exciting news!

If you have a radio or television advertising for your business, OOH advertising can add depth and reach to your campaign. Billboards are the extremely cost-effective for advertising.  They provide a striking visual component that is missing from radio, and add a localized element to cable advertising. If you’re ready to make your advertising dollars work harder for you, contact Veale Outdoor Advertising regarding traditional and digital billboards that capture attention, stick in consumers’ minds, and translate to sales.

Clients of Veale Outdoor Advertising