A lot of factors can help your overall billboard success.
Here’s a few of our best billboard tips for an effective campaign:
We spend a lot of time stressing the importance of strong billboard designs (see our Creating Great Billboard Layouts post). Motorists have enough distractions on the road. Limit your amount of text as much as possible. OAAA (Outdoor Advertising Association of America) suggests a billboard have no more than 7 words total. Large, thick fonts and high contrasting colors will help your ad be legible from a distance. Use only one contact source, such as a website, phone number, or directional. Deliver one clear message that can be read in its entirety in under 5 seconds.
What do you want to accomplish with your advertisement? For a restaurant, a billboard near your exit calls to hungry motorists. A hotel benefits from locations both close to their exit and further away for those travelers who aren’t ready to turn in just yet. For general brand recognition, select a location in a more heavily populated area. A site near a college campus works well for targeting twenty-somethings. If working class folks are your main clientele, an industrial area is a good bet.
CONTRACT TERM LENGTH:
Billboard ads can’t be turned off, clicked closed, or fast-forwarded, but long-term repetition is what makes them so effective. A year or more is best for the overall success of your ad. We discourage running billboard advertisements less than 3 months. Here’s why:
Think of when you buy a new vehicle. Chances are, you’ll begin noticing cars just like yours around town. Though they were probably always there, now the vehicle is relevant to you. The same is true for billboards. You’re more likely to notice the realtor ad you pass everyday when you’re considering buying or selling a house. A constant presence assures your product or service is in front of your potential clients when they need it.
Potential buyers are smart with their time and money. They want to trust who they partner with in business. High quality, long-term ads placed in a relevant location show you’re a legitimate, stable company. This is especially important in high dollar purchases like vehicles and homes, services that offer warranties and satisfaction guarantees, and medical facilities in competitive markets.
We hope you find these tips helpful!
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