Billboard Advertising Is Part of a Strategic Plan
Billboards advertising is part of a larger group consistently referred to as Outdoor Advertising or Out-of-Home (OOH) advertising. Though is was born in to traditional media, it has changed shape and shifted to match the flexibility of digital media. Due to this shift in display and consumer behaviors home billboard companies are thriving.
Out-of-Home (OOH) advertising spend has risen for 24 consecutive quarters, according to Kantar Media and the Outdoor Advertising Association of America. Spending surged from $5.9 billion in 2009 to $7.3 billion in 2015. The rise is in contrast to other portions of traditional media including television, radio, newspaper and magazine advertising who’s spend declined over the same time frame.
In a world, where people are skipping through commercials on television, paying premium rates to be commercial free on radio and opting out of print subscriptions all together billboards offer a unique opportunity. Billboards being outside the home are taking advantage of the on-the-go lifestyle of the average American. The messages which average 7-10 seconds in acknowledgement cater to the fast pace at which information is received by consumers. Barrington Research managing director James Goss, confirmed that billboards have more of a captive audience than other traditional mediums.
Local Market Overview
Our most popular areas to buy billboard advertising space is within Louisville, Lexington and Cincinnati markets. Each area offers unique board placement options, the majority in these areas have switched from static vinyl images to digital boards rotating a mix of messages. Digital boards allow companies to rotate their creative on a regular basis and with little wait time for change. The cost per 1,000 impression continue to be lower than any other form of traditional media. Unlike other mediums, billboards or outdoor advertising offers high frequency while maintaining large impression numbers. Often knowing your viewers is as easy as looking at the local traffic pattern.
Outdoor advertising works well for any industry, but the goal of most boards is branding. Short term offers simply don’t work for advertising of this style but can drive consumers to your website or location. Through this natural approach, billboards become a strong piece of a mixed media plan. They will support your other efforts and keep you top of mind. Unlike online advertising, billboard and outdoor are limited which prevents market saturation allowing your message to stand out.
Billboard advertising is on the rise, looking ahead based on trends it won’t be falling any time soon. If you’re ready to add outdoor advertising to your mix, Media Venue will be happy to show you how it can fit it within your budget. We always choose the best blend of marketing vehicles for our unique clients. We believe marketing should be tailored to your company, your budget and your target consumer.
SOURCES:
http://www.nytimes.com/2016/09/05/business/media/look-up-in-the-digital-age-billboards-are-far-from-dead.html?_r=0
