As an advertising medium, billboard advertising provides a number of distinctive benefits.
Billboards offer built in presentation of repeated imagery: Consumers on their daily commute frequently catch sight of a static or digital billboard at the intersection on their way to work.
So how does that help a business?
Billboards offer built in presentation of repeated imagery: Consumers on their daily commute frequently catch sight of a static or digital billboard at the intersection on their way to work.
So how does that help a business?
According to a recent study, outside of sleeping, Americans spend the majority of their time driving a car. Billboard advertising catches consumers on the go and can inform them of a new store that opened just around the corner or a holiday weekend sale happening off the next exit. As a result, billboards reach people at the moment when they might carry out a particular action or be in a particular frame of mind.
The geographic aspect of billboard advertising makes it exceptionally impactful for certain types of businesses, especially retail and service businesses, as well as tourism-related business.
Another advantage provided by billboard ads is that they are often viewed at a high frequency in a relatively uncluttered environment. Americans are exposed, on average, to approximately 3,000 advertisements a day, with two-thirds of people saying that they feel “constantly bombarded”. Outdoor ads are typically placed in an environment where there is less competition for people’s attention. Driving down the highway or a major thoroughfare, consumers are faced with a much more limited set of messaging than at home in front of the television or while using a computer. While the level of detail that can be delivered with billboards is limited, brands are provided the opportunity to expose consumers to a message numerous times in a relatively short period of time.