From social media to advertisements on television, the contemporary media landscape offers multiple different ways to address consumers. Professionals in the marketing industry can help businesses ascertain the types of advertisements that are effective. Businesses can consider maintaining an active social media account. They can churn out Facebook posts every few days. A somewhat archaic medium that will last for as long as cars are on the road is the billboard. Often advertising whatever’s at the next few exits, billboards are as useful today as they’ve been for the previous century. Any sizable business should consider billboard prices. A singular question remains, “How to compare these billboards?” There are a couple items to look out for.
Location is Most Important
Most billboards are in dense areas in which there will be much traffic, though billboards’ locations continue to set those billboards’ values apart. A billboard in a rural area will cost less to renovate than a billboard in a metropolitan area or city. You should also see billboards for yourself before purchase to ensure that trees or construction are not obfuscating the billboard and that possible consumers are able to appreciate the billboard from the street.
Circulation Is Key
The number of people who will see your advertisement is referred to as circulation. With regard to all types of outdoor advertising, including billboards, demographic data about those billboards’ locations can be found on the websites of transportation authorities among other municipal authorities. While the data will not present an entirely clear picture as to who will see your advertisements, data will shed a lot of light on the impact a billboard can make for your business. Demographic data and visibility should be at the forefront of your research efforts.
The Game Depends on Format
A billboard’s format is significant because there is not simply one type of billboard. Consider advertisements on the sides of buses, smaller billboards inside a store, or advertisements at bus stops. Perhaps a minute billboard campaign will suffice for your purposes, and your business will be able to depend on bus advertisements in contrast to massive, digital billboards in New York City. In the modern day, any inanimate object can advertise a product. Essentially, an inanimate object’s size will have a direct relationship with how much you’ll have to pay for that object to advertise your business. Bigger options will inevitably cost more, while smaller options will be less expensive.
The Search for the Right Demographic
When evaluating these discrete dimensions of billboard advertisements, demographics are obviously important, but which demographics are the correct ones to target, generally? Today’s marketing professionals can do as much research as they want on items like age, gender, or income. Income is especially important with regard to advertising because people with more money to spend will spend more. Accordingly, billboards in high-income areas may perform better in the sense that the consumers viewing those billboards will be more likely to purchase the advertised product or service. A call to action doesn’t work if the price is a nonstarter for the vast majority of customers.
A Singular Impression
Another major dimension to consider is an advertisement’s impression. While circulation accounts for potential consumers in a primarily general way, “impression” is in reference to how many potential consumers actually see your advertisement. For example, an advertisement facing an intersection will be more expensive than one on the side of a highway because the one at the intersection will leave a greater impression: Both options receive the same traffic, but people are more likely to view something at the intersection since they will not be moving.
Exceptional Advertising, Regardless of Context
Say you’ve found the best billboard on Earth or the most high-traffic bus stop on Earth. A bad advertisement will destroy the whole enterprise. Make sure your advertisement thrives in its habitat. If you’ve purchased a massive billboard, stick to simple images and few words. If you’re using a bus stop to advertise a product, consider offering more visual details and more words: After all, someone may be standing at a bus stop for a while. More generally, as you regard your billboard’s verbiage or graphics, consider your target demographic, and do enough research on what that demographic’s looking for. A billboard requires as much effort as a televised advertisement does.
The Ultimate Installation
Finally, you’ll need to consider installations because physical installations are more involved than digital ones. If your advertisement is on a screen, then no repainting has to be done: Just play the advertisement. A digital advertisement may usually be better than a more “analog” gig that ticks all other conventional boxes. Otherwise, there’s not much else to think about. The major items you have to think about most singularly are all here.