The Voice of the Underdog®
It doesn’t get much bigger than billboards. Whether it’s the side of a building or the side of the road, billboards can be an effective tactic depending on how they are used.
Rarely, billboards are the only campaign tactic. They are best used as supporting pieces for a strategic, overarching campaign that may also include a mix of print, television or digital advertising, public relations and social media.
When to Use Billboards
It’s all about the response you intend to provoke. People on the go may not find it convenient or relevant to “act now.” Take this into account when considering whether a billboard will fulfill your marketing objective.
Billboards are assigned points based on the visibility, location, traffic, market and more. The points determine the cost. A billboard in Times Square obviously costs more than a country road. As previously mentioned, only in specific instances is a single billboard worth the money. If you don’t have the budget for multiple boards, consider a different medium.
No Second to Spare
Passersby are preoccupied with their thoughts, music, or even engaged in conversation all while moving fast. That leaves little time to make an impression. Your message needs to be impactful enough to demand their attention.
Once you have their eyes, you have roughly six seconds for them to take in your message, comprehend it, and set it to memory.
Smart Design Wins
Despite the size of the billboard, you actually have less room and less time for your message, so make it a good one. Clear design paired with impactful messages can make a lasting impression.
Media buyers are experts in identifying the best medium for your message whether it’s billboards, print, digital or something more. In addition to these tips, they can help you determine if a billboard is right for your brand or build the right mix to make your brand move.
Kelsey Ney is a brand coordinator at LOOMIS, the country’s leading challenger brand advertising agency. For more information on challenger brands check out some related blog posts:
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