Billboards Are Cost Efficient
Billboards have the lowest cost per thousands of impressions than all other media types. Your ad is available to consumers 24/7 on a billboard so your ad spend efficiency increases dramatically compared to the intermittent coverage offered by radio, television, print, or internet.
If you have limited ad dollars to spend, a billboard has the potential for the widest reach as the last mass media format available in our increasingly fragmented media environment and the only media that is unavoidable. With continuous delivery of your message, your ad spend will last longer with better retention from consumers from repeated impressions, pushing your brand to "top of mind". As part of a multi-media campaign, billboards fill the gaps for other media and reinforce the campaign. Creative copy designed to work on a billboard can be translated to other media helping the advertiser distill a brand message that can be quickly absorbed by consumers and thereby reduce creative costs.
So far in 2011, Apple is the ninth-largest spender on billboard and outdoor ads in the U.S., just behind the likes of McDonald's, Verizon and Anheuser-Busch, according to Kantar Media. Apple's total digital spending is harder to discern, but the numbers indicate it is well under 10% of its total budget. Yes, the company that, more than any other, made us "go digital" did not think much of the web as a branding medium.
Billboards Deliver Your Message
Billboard advertisers dominate the media landscape by complementing our mobile lifestyles. The average American commute is 51 minutes and 92% of drivers are exposed to outdoor advertising in a 7 day period. Businesses can target the time starved consumer with a billboard message that says who you are and what you sell with a few short words and images that can’t be turned off or thrown away like other media.
Billboard advertising is big, bold and colorful with unlimited creative potential to capture consumer interest and give your business a competitive edge. Outdoor is unbeatable for branding and local advertisers can access this same benefit widely used by national brands to tap into the psyche of consumers.
Outdoor gives you long term product recognition and reminds potential customers daily how to access your products. The durability of your message builds the credibility of your business.
Billboards allow the advertiser to control the placement of their ads without wasted coverage. Advertisers can target neighborhoods, commuters, tourists and even competitors with a billboard, and most importantly be at the point of sale when consumers are in their cars moments before a buying decision. There are no barriers to viewing billboards so the advertiser gains greater control of the target audience viewing their message.