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Adam's Advice: Got Billboards?

We've all seen them as we drive down the road. Some funny, some obnoxious, some interesting and relevant. They're definitely attention-getting. But have you thought of using billboards to promote your company? Billboards and other outdoor signage advertising can be extremely successful...if used properly. Here are a few things to keep in mind...

Advantages of Billboard Advertising:

1. Inexpensive - Outdoor advertising is one of the least expensive of all the major advertising media, based on cost per thousand (the cost of reach 1,000 people).
2. Long life - Billboards are great for messages that need to be repeated. An audience will see it numerous times over a long period of time.
3. High impact - Due to the sheer size...billboards are big, colorful, larger than life, difficult to miss and hard to ignore.
4. High market selectivity - Billboards can be placed in a specific location that will reach your target audience in a particular geographical area more readily.

Disadvantages of Billboard Advertising:

1. Creative limitations - Because of the limited time someone can look at and read your billboard ad, your message must be simple and brief. You can't develop an involved story or cover numerous copy points. Your graphic or text must be immediately eye-catching.
2. Viewer distraction - Because the viewer is travelling in a car, there is a greater chance of their attention being disrupted by traffic, others in the car, or other billboard advertisements - all which could prevent them from viewing your ad.
3. High level of criticism - Some content that billboard ads and other forms of outdoor advertising are "visual pollution", adding a negative connotation.
4. Limited availability - Criticism of outdoor advertising has led some areas to restrict billboards...or ban them altogether.
5. Short exposure per viewing - The average person is exposed to an outdoor message for only a few seconds.

We'll delve deeper into the ins and outs of effective billboard advertising over the next couple of weeks.