In today’s times, people are spending less time indoors and thereby having less exposure to traditional means of advertisement such as television, magazines and newspapers. Therefore, Outdoor Ads are the best way to reach out to people on the go. An ad on TV goes off in about 30 seconds while a print ad on newspaper may appear once week, but a Billboard stands out in the crowd and is there 24/7.
Advantages of Billboard Advertising
Billboard advertising has the ability to maintain brand awareness over a longer period of time when compared to television. There are many strategic and cost benefits of using it as a form of outdoor advertising as mentioned below:
- Branding:
By placing outdoor ads, you can successfully launch a brand as well as build and maintain brand awareness over long periods of time. You cannot ignore the efficiency of outdoor advertising in building brand power. Just by using a brand icon in your outdoor billboard advertisement, you can turn your product or service into a brand to reckon with. This will ensure a better brand recall and also end up in retail point-of-sale buying.
- Higher Impact:
Billboard advertising will create a high impact as well as reach mass audiences better than any form of media. You can target a specific audience or a niche consumer in busy marketplaces. You can focus on shoppers, teenagers as well as business travellers. Also, outdoor advertising facilitates strong visibility, brighter images and powerful branding that helps your ad to stand out in its environment. Outdoor Billboards are available to the viewers 24/7 and so reach the target audience better than any other form of media. They are hard to be missed irrespective of whether you are driving a car, waiting for a train, standing at a bus shelter or simply boarding an aeroplane.
- Cost effective:
Billboard advertising is a strategic and cost-effective way to build and maintain brand awareness between bursts of various media activity. Billboards come in various sizes and formats to choose from depending on the kind of message and budget set for advertising. The best part is that they can be kept for re-use in future. This ensures you get more on your investment in advertising.
- Complements other media:
A billboard is said to increase the retention power of a TV campaign by up to 30%. It multiplies the effect of other advertising media by reinforcing the brand’s message over a long period of time. They also create the ‘path leading to purchase’ by enhancing brand awareness and influencing consumer purchase behaviour.
According to a research study by Mediacom and the University of Alberta, it was revealed that at the end of an Outdoor advertising campaign, awareness was about 36%. Then, 6 weeks later it had fallen by only 1%. In contrast, TV advertising revealed significant decay in awareness just 2 weeks after the campaign ended.
