BillboardBillboard Advertising.

With outdoor (not buses) the medium stays in one place for whomever to see whenever they drive/walk/ride by.  Because it is a 24×7 medium, and as time in our cars only grows, the reach (number of people that can see it) and frequency (times they see an add) is growing.   Billboard is a creative media, sometime referred to as intrusive advertising. Billboard advertising is sold in CPM (Cost per Mil/thousand) what this means is that $30 CPM means you pay $30 for 1000 people to see your message.  Billboards are designed to convey a message or special but is generally considered NON-ACTIVE engagement.

When reach & frequency are high, and cost relatively low CPM but again, this is based on location and traffic patterns, average CPMs can be very high.

Strong Points:

  • Billboard is second only to print in its maturity as a medium.
  • Prime locations can have a very low CPM
  • It was utilized well before TV and Radio.
  • It’s fun and sexy.

Weaknesses:

  • Art Design and printing for vinyl is costly.
  • Costly to change message. (Adv $1000.00)
  • Limited locations.
  • Limited Availability.
  • Targeting (demographic) is limited.
  • Sold on traffic drive-by, consumed differently…driver has to pay attention to it.
  • No active engagement, message needs to resonate to capture engagement.
  • CPMs can be high depending on location.
  • Trackability with no offer is very difficult.

Just like TV & Radio ads, with outdoor you have to pay attention to the advertising.  Specific corridors (Denver for example, 6th Ave, I-25, I-70, Co Blvd, Lincoln, etc.) are always sold out and prices typically are not flexible.

Working with other medias:

Billboard is associated with branding, but ultimately other forms of advertising are normally used for point of sale transactions.  Allowing billboard to broadcast the message about some deal your business is offering, to create interest in the brand, location, or product is a good start of getting the customer in to the buying funnel, but backing it up with the ability to be found in a directional format, like internet, allows the ability for business to capture the customer when they are ready to buy.