The Pros of Billboard Advertising
A billboard is a large sign that displays a visual advertisement. Billboards are frequently placed along the sides of roads with high amounts of traffic, such as freeways, so drivers see the billboard as they drive past. A billboard can also be placed near a train station, airport, or other location where numerous travelers will pass by and see the advertisement.
Other People Are Reading
-
Reach and Frequency
-
One of the main benefits of billboard marketing is that it can have a very high reach and frequency in comparison with other marketing methods. If a marketer purchases ad space in a magazine issue, only people who subscribe to the magazine will see the ad, and they will only see the ad when they read that issue of the magazine. In contrast, if the ad is on a billboard located along the only highway that leads into a city, every traveler sees the ad as she drives by, establishing high reach. Drivers who live in the city will pass by the ad on each trip, establishing high frequency.
Impulse Buys
-
Billboards can attract impulse buyers who are willing to purchase a service immediately. For example, a hotel can place an ad along a highway, informing a weary traveler that there is a hotel located 5 miles ahead. If the hotel owner bought a magazine or television ad, it wouldn't have this immediate impact, because a driver traveling down the highway can't read a magazine or watch television while he's driving.
-
Extra Features
-
Billboards can be combined with other types of media to produce a more attractive ad. A billboard can include an electronic text display, so the marketer can vary the messages to emphasize various features of the product. Some billboards include video or sound features. Adding these types of extra functionality is not possible with many other types of media, such as newspaper ads.
Scheduling
-
Scheduling time slots is necessary with other types of media. Placing a television commercial during the early evening is more expensive than showing the ad late at night when many viewers are asleep, and other advertisers who have large budgets can purchase advertising spots at the best times. A billboard advertises a product to customers every day of the year, including holidays. If the billboard includes lights or an electronic display, it can also advertise the product at night.
Cost
-
Billboards are very inexpensive when the business owner owns the property where the billboard is located. A restaurant located next to a freeway already owns land in a good spot to place the billboard. The business owner only needs to construct the billboard and keep it in good condition, and doesn't have to pay a media company to renew the ad. Many other types of advertising cost the business owner money each time the ad is displayed.
-
