Why use an outdoor digital billboard?

12 Sep Why use an outdoor digital billboard?

Billboards have long been used as a key component in the advertising mix as they are such a cost-effective way of reaching a large audience. Find out the benefits of billboard advertising, key design considerations and when you should choose to use one.

The benefits
Not only are digital billboards cost effective, they are also a non-intrusive, engaging and a friendly way to talk with your customers.

• Reach people on the go – you’d be surprised at how many cars travel along some of our key roads in the region
• Impactful – around 12.5m square, standing high and lit at night your message will be seen 24/7
• Cost effective – outdoor advertising is one of the most cost-effective ways of reaching a mass audience
• Flexible – digital billboards give you the freedom to update your message as often as you need
• Dynamic content – digital billboards allow you to deliver real-time information and location specific information
• Extend campaign reach – billboards are a great complement to other marketing activity, helping to extend your campaign reach

The data

• 62% of consumers see billboards everyday
• Eight out of 10 of billboard viewers look at the advertising message
• 83% of those who saw a digital billboard have been able to recall the specific message displayed because it is generally very simple
• 40% of viewers claim to visit a store or restaurant after they have seen a digital advert displayed
• 19% of consumers claim to have made an unplanned, impulse purchase of products they saw advertised digitally
• Outdoor media is the biggest driver of web traffic for young people

The design
Depending on the location of the billboard there are Waka Kotahi or local government rules to abide with regarding text size, number of elements and colours. Putting the rules to one side, what do you need to think about for cut through and effectiveness?

• Simple is best – while billboards are large, simple messaging and imagery works best. As do bright colours and contrasting colours. This is where you can colour clash to your hearts content!
• Messaging – with messaging, again, keep it simple. No phone numbers or things that are tricky to remember. Clever messaging will help you be remembered if you can pull it off in the word count restrictions! You’ve got about three seconds to connect and share your message.
• What about night-time? Consider what the design will look like at night – does your messaging still make sense too?
• Location is key. Take into consideration the location of the billboard if you can. Light, tress, visual clutter and neighbouring properties may enhance or distract from your design and message.

The last word
Generally, billboards are used to complement other advertising and aren’t used as a stand-alone advertising solution – an exception to this rule may be if the billboard relates to your location and almost acts as signage.

As billboards are often used to extend the life of a campaign and for branding it’s worth locking in your billboard placement and design from the start of your campaign, even if it is rolled out at a different time to other media.