Alexis Kestler
Hi friend, billboards can be a powerful advertising tool if designed effectively. As a digital marketing geek and data analyst, I want to provide you with my in-depth perspective on creating high-impact billboard ads.
Billboards have been an iconic part of the advertising landscape for over a century now. Here are some fascinating statistics on their use and effectiveness:
- Over $7 billion was spent on billboard advertising in the US in 2021 (Statista)
- 68% of commuters have acted on a billboard ad by visiting a store or website (OAAA)
- Billboards can generate over 1,000 impressions per day depending on traffic (VISTAPRINT)
- Digital billboards see up to a 546% increase in ad recall compared to static billboards (Digital Signage Pulse)
So what makes billboards so effective? Basically, their large format and strategic placement near roads allow advertisers to reach a broad audience frequently. The key is crafting messaging that viewers can quickly comprehend at a glance.
Let‘s explore some best practices for designing billboards that convert:
Use Brief, Impactful Messaging
Every element of a billboard needs to work hard. You only have a few seconds to get your message across. Some tips:
- Keep copy to 6 words or less. Easy to digest while driving by.
- Use large, simple fonts – at least 3 feet tall!
- Limit messaging to one core idea or CTA
- Use bold colors and visuals to grab attention fast
Dynamic Digital Displays
Digital billboards allow for more creativity and flexibility. You can display different ads or rotate through a series of ads. Other advantages:
- Add animation for a modern, eye-catching look
- Display timely content – like weather or news
- Update messaging based on daypart (morning vs evening commutes)
- Tailor ads to target specific demographics as they pass by
- Increase engagement with interactive trivia or polls
Integrate Branding and Offers
Every billboard must feature information valuable to the viewer. Ways to add value:
- Clearly display logos, branding, and taglines
- Offer limited-time coupons or percent-off deals
- Provide useful content like weather/traffic updates
- Include QR codes or short URLs to drive digital actions
Measure Performance
Unlike static billboards, digital displays allow for detailed performance tracking. You can see:
- Impression counts based on traffic exposure
- Click-through rates on embedded QR codes
- Coupon use and redemptions by number code
- Increased web traffic, phone calls or location check-ins
Optimizing based on hard metrics ensures your future designs hit the mark.
So in summary, billboards remain one of the most versatile and cost-effective display advertising formats. By tailoring the messaging, optimizing visibility, tracking performance data, and leveraging digital capabilities, savvy marketers can craft billboard ads that deliver awesome results. Let me know if you need any help brainstorming or designing your next billboard – I‘d be glad to collaborate!
