Ad dollars spent in Out-Of-Home (OOH) advertising, “positively impact purchase behavior,” according to Jim Spaeth of RealityMine, who conducted a recent study.
Ad dollars spent in Out-Of-Home (OOH) advertising, “positively impact purchase behavior,” according to Jim Spaeth of RealityMine, who conducted a recent study.
Billboards are everywhere and we, most likely, see hundreds of billboard ads during a typical week, but retain just a few. Who can remember all those ads anyway? We remember relevant ads to us and ads that stand out and communicate well. Outdoor ads and marketers are becoming more competitive and it’s important to know a few rules to make your advertising as effective as you can. We’ve compiled six strategies to ensure your billboard has the highest chance of being noticed, and more importantly, remembered.
1: Billboards need to keep to Six Words or Less. (Yes a web address counts as a word
Most people are on the move when reading billboards and don’t have a ton of time to absorb the message. That gives us around six seconds to read a billboard. Conclusion: six words is all you should use to get your message across. It is possible to increase this a few words depending on location of the board, but as a rule, less is more effective here. Keeping a message this simple is tough, but small paragraphs will not be read so why spend money on crafting a paragraph. That means, if you have a complex brand, product or service, stay away from billboards or have our marketing team craft a pithy solution for your message. We have experience in creating INTERESTING ads that drive traffic to websites for more information.
2: Make a Positive Impact, Not a Huge Distraction.
Billboards are aimed at drivers, bikers, cyclists or pedestrians. This creates a dilemma for the advertiser; get noticed, but be responsible. You don’t want to cause any major, or even minor, accidents. The billboard “Hello Boys” Wonderbra ads caused havoc. Drivers were so attracted by Eva Herzigova’s cleavage that they crashed into poles, medians and even other. So, while distraction is paramount in many ads, there is a fine balance with billboards.
3: Billboards are Not the Best Time for Direct Response.
Billboards covered in phone numbers and website addresses may miss the mark. A hard number to remember or a long website address will not be remembered by 99.9% of the people who actually read the billboard. A billboard is a secondary advertising medium. It’s best as a brand-building and support campaign, but it cannot do all the heavy lifting. We have 800 numbers that will be remembered and we can suggest a web address that will link to your site.
4: More Billboards, More Better.
One billboard is not cheap. But it’s also not the most effective either. Billboards are a mass market medium, and they need support. We’ve found that you want more than one to get as many eyes on them as possible. Every billboard is rated, called Gross Ratings Points (GRP) . It’s based on traffic, visibility, location and size. This rating gives you a score between 1 and 100. 50 means that at least 50% of the population would see one of your boards at least once a day. If you have only one board, your impact chances are less than if you have three or four. You really want a 100 score, but those boards are not cheap.
6: Show it, Don’t Say It.
Be creative with your billboard layout. A flat billboard is the standard, but it doesn’t have to be flat. You can go 3D, have moving parts and even have your billboard animate. There is no reason that it just has to be a large, simple print ad. You have an opportunity to do something eye-catching and memorable, so do it. If done right, you’ll create additional press, for free. A recent example of that is this simulated crash billboard that got major coverage from multiple news stations. The price of the 3D board was more than the cost of regular artwork, but it paid for itself many times over with PR impressions.
Many companies forget about outdoor media, but when those companies add billboards and other outdoor ads to their marketing campaign they quickly see how successful these types of ads are. Industry experts are saying to all marketeers, Don’t forget about Billboards!
Outdoor media includes Billboards, bus bench ads, poster ads, movie theater ads, car wraps, exterior signage and any other out of doors advertising platform. It’s important to take into account all forms of outdoor ads when looking at product or promotional platforms.
Casey Lamonski, marketing innovator with Five Creative Group in Fresno, says the more pieces a company uses, the more success they will see. Huge companies are investing in billboards because they draw a lot of attention to businesses and services and they will pay top dollar for these spots. These companies include: Google, Apple, Sony, Ford etc. They have entire teams devoted to tracking the success of outdoor ads and they keep investing. That tells marketing directors that billboards work.
Out-of-Home advertising industry hit 1.64 billion in the third quarter of 2014 pushing the bottom line up 1.5%. This is the EIGHTEENTH consecutive quarter of growth for the industry. That’s amazing!
“The trick is to get as many eyeballs on your message as possible.” says Kim Duchscher, sales representative with A List Banners.
Boling Air Media unveiled a 105,000 cubic-foot thermal air ship with a huge billboard on the side. They hover over stadiums and beaches and reach millions of viewers because of the sheer size of the ship. Goodyear Blimp also sells ad at a premium because they record high sales after short flights above huge crowds.
Due to the depressed economy a lot of small businesses dismiss outdoor media but that is a mistake. Billboards are very successful across all industries and are why when a new board goes up, people look.
As far as advertising goes it sometimes is necessary to think outside the box. Billboard Marketing campaigns need to make and impact as well as reach a widest possible audience. And on occasion a company needs to reach beyond a local market to achieve certain goals.
Petroleum Express, a fuel distributor based in Houston, used local billboards for their ‘HELP WANTED’ ads. After a few contracts ran their course and without enough success hiring local drivers it became obvious they needed to think outside their box in Houston.
They hired Arizona Billboard Company to put up billboards around the Tucson Area. They figured Tucson had similar climate and city life and even offered a moving package to entice Tucsonan’s to make the move.
This had very positive results. It became clear that seeking an audience outside a local market is not only beneficial for some businesses, it might be critical.
In 2014, Arizona Billboard company also created a billboard for Crown Pest Control. Their logo depicted a crown above their name. Our designers created a billboard that extend the crown above the borders of the board. This added a visual element to the billboard that captured the eye. It was different enough for passerby’s to look up and say, what is this billboard all about?
That is why thinking outside the box is so necessary in this day and age. Make an impact with your statement. Present it with clarity and focus and your billboard campaign will succeed.
Call us today to find out how we can help!
Billboards are created by humans and therefore still subject to the Laws of Humanism. The Laws of Humanism state that for every three things a human does right the fourth one is wrong. My wife would tell me that that law is for MEN only but I digress.
Here are some billboards that some would say are just plain, WRONG.
Category : Billboard News
There are digital screens and there are DIGITAL screens. Large and small digital screens proliferate our world but attention spans are increasingly scarce. Even still, some companies are making a huge bet that one of the biggest digital displays on Earth will capture audiences and make big returns.
The gamble? Check this out: The largest and most expensive digital billboard in Times Square will light up the street on Tuesday night.
The new screen stands a whopping eight stories tall and is almost as long as a football field! In fact, it is as long as the entire block from 45th Street to 46th Street on Broadway. They call the center of the Times Square the ‘bow tie.’ The display has 24 million LED pixels! Giving it a higher resolution than even the best of today’s top-of-the-line television sets.
And it costs more than $2.5 million for a four week contract. That makes the megascreen one of the most expensive pieces of outdoor ad real estate on the market. A digital art exhibition by the acclaimed Universal Everything studio collective will begin the life of the screen on Tuesday. After-which, Google will take over and advertise on the screen through the New Year.
The screen covers an entire city block. Now that’s huge!
“Size matters in Times Square,” said Harry Coghlan, president of Clear Channel Outdoor New York, which is selling the ad space. Last week, as he stood on the corner of 46th Street and Broadway watching test images of skiers and fashion models illuminate the new display, tourists turned their heads to look at the sign, their jaws actually dropping.
“Sometimes it just comes down to wanting to stand out, and it comes down to ego,” he said.
Every day, more than 300,000 pedestrians are estimated to enter the Times Square ‘bow tie,’ where Seventh Avenue intersects with Broadway between 42nd and 47th Streets. New Yorkers typically breeze through, their heads in their phones, but the location is a tourist attraction and the billboards are a part of the attraction. Plus, the attraction is broadcast across the globe during New Year’s Eve celebration and others alike.
“People go to the Grand Canyon to see the most visually stunning natural canyon in the world. They come to Times Square to see the most digitally striking canyon in the world,” said Tim Tompkins, president of the Times Square Alliance.
“The signs really are part of the culture, part of the fabric of the excitement of this city,” Mr. Roth said. “And, by the way, we are in it for the money, and they are an interesting part of our business.”
One of the oldest forms of advertising, billboards are attracting new attention as digital displays allow for new levels of real-time interactivity. Marketers increasingly are deploying new social media and mobile components that allow viewers to engage in activities like broadcasting their faces on a billboard or downloading coupons because they walked past an ad.
Tech companies and Facebook pushed the limits of direct to audience ads like email solicitation and Google ads and their marketing came up short. When the company reached out to Billboards, bus stop ads and other out-of-home advertisements they found success.
Boxed.com has an app that sells and delivers wholesale packaged-goods. They purchased subway poster contracts to drive app downloads. Chieh Huang, CEO of Boxed says, “We’ve tried a lot of ROI-based ad networks, and [out-of-home] averages out if you do it right. Even though it is more expensive, we can recoup the costs.”
Out-of-home ads are tougher to track than digital ads but the Boxed study shows that users kept the app on their phones for a long period of time which drove customers to their store in large numbers. They’ve been successful in teaching people to shop from their phones and their brand is gaining momentum.
Paypal, Seamless and Venmo have run successful billboard campaigns as well. The proof is in the contracts. They’ve upped their investment and the only reason why a company would do this is because it works.
Facebook launched its first out-of-home campaign in LA and Chicago to brand Messenger, its new mobile messaging app.
“By using a variety of [out-of-home] creative in our ‘Say Anything Better’ brand campaign, we could be a part of the city landscapes while simultaneously showcasing different messaging for Chicago and L.A.,” said Rebecca Van Dyck, head of Facebook’s brand marketing.
Local businesses can learn from the leaders of industry. If they know the benefits of billboard advertisements, then so should you.
Category : Billboard Design Tips
The really good billboard spots are expensive because they are in prime areas. You know this, so you call a billboard company and pick out the perfect billboard spot. You want it to be the most effective it can be, right? You’ve got to make the dollars you spend on marketing count.
There’s one huge mistake that a lot of inexperienced billboard designers make that will doom your billboard. Making your time too small.
While checking out your billboard you should not have to pull over to read it. Sounds like common sense. But many billboard designers make this very error.
The rules for type:
Text should be right around 3 feet tall, MINIMUM. This is for thirty foot or larger billboards. Smaller billboards can have smaller fonts but they need to proportional to the 3ft to 14ft ratio.
Don’t use any more than than 7 or 8 words. This applies to all billboard sizes.
Thin narrow fonts or fonts with flourishes will not work in most cases unless the words are so few that mistaking the letters isn’t likely.
Avoid all Caps when possible. Reader retention studies have shown that a capital letter followed by smaller letters or lower case letters are read easier and faster.
Contrast, contrast, contrast. Letters need to be visible in all light. Period. A good designer will know this.
If these rules are followed your message will get out there and people will react.
Here’s an example of a great billboard design.
Arizona Billboard Company will help you get the best and most effective design possible. But when planning the content on your billboard, remember these easy rules.
-by Brad Peterson, Oct. 17th 2014
-by Brad Peterson, Sep. 29th 2014
The FBI needs help finding a brutal killer. They seek it from local police departments, communities and advertisements that spread awareness about the fugitive.
Billboards are effective advertisements. They communicate throughout a diverse population assuring the widest possible dissemination of information. Surprised that billboards fill this role? We aren’t. For years we’ve been telling our customers that billboards are seen by thousands of people every day throughout demographically diverse communities. Every time the FBI gets a tip that leads to an arrest we thank the billboards that shared that information.
Example: Frein, 31, of Barrett Township in Monroe county is wanted in the killing of Pennsylvania State Police Cpl. Bryon Dickson and wounding another trooper on September 12th. Full-color roadside digital billboards were used to post a phone number for tips and two pictures of Frein.
The FBI partners with the Outdoor Advertising Association of America and since 2008 have been posting wanted information on digital billboards in real time as investigations unfold.
These digital warning signs have resolved 53 FBI cases. How fantastic is that? Besides Pennsylvania and New Jersey, the billboards are active in Delaware, New York, Maryland and Connecticut. We want the FBI to utilize this important crime fighting tool and would welcome such a program in the Southwest.
-by Brad Peterson, Sep. 16th 2014
When a private organization and a public one reaches out to raise some funds they need to appeal to the widest possible market so that everyone can see their message not just a select few. Billboards appeal and are seen by the largest ad market out there. Diversity seems to play well with fundraising.
But we know that, right? Yup. It’s not a secret that billboards are necessary for fundraising campaigns but now there’s a novel NEW idea. Billboards in schools.
Oshkosh Area School District is having success with a billboard campaign designed to raise funds for Wisconsin area schools. Behind the campaign is a parent-teacher organization and Ad-ucation Media (a Hart-ford based media fundraising company that works with public and private school districts selling ad space on mini-billboards that feature educational or inspirational messages.
All the proceeds on the ad sales will benefit the schools directly making up for the loss of soda and candy machine sales (that have dwindled) and from candy bar fundraisers (which are not widely supported by parents anymore). This is much needed revenue for schools! To my surprise schools have reported as much as 30 to 40 thousand dollar losses in revenue. So if billboard advertisements or positive message can help bridge the gap that junk food had filled is okay with us.
Quote from The Northwestern.com:
“Starting this fall, the company will sell billboard space in Oshkosh area public schools as part of a one-year pilot program that organizers say will generate revenue for the school district. Each billboard includes a business logo that may cover no more than 10 percent of the 4-by-8 space. The school district will receive a commission of about $100 per month for each billboard placed in a school.
Superintendent Stan Mack II, who will be in charge of approving the local sponsors, said he will not approve any companies, for example, whose primary business is to sell alcohol or tobacco products. The revenue will fund elementary school PTOs and student clubs in the secondary-school level.
Ad-ucation also provides districts with the option of having students themselves sign some of the billboards, teaching them how to research, develop marketing strategies and create their own design, Jewell said.”