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How Much Billboard Advertising Should I Do?

Are Billboards Effective Advertising?

Despite all of the technological advances in society today, billboard advertising continues to be a very effective way to reach a large audience. Most people are away from home now more than any other time in history. The American Automobile Association (AAA) says that the amount of miles that a typical person drives has increased during the past five years. Drivers who are 16 years old or more drive an average of about 29 miles per day. This adds up to over 10,600 miles on an annual basis. In addition, people who have a higher education (and in theory more disposable income) drive more than those who only completed high school.

A recent industry study reported that over 50% of adults 18 years old or more noticed a billboard while commuting to work or school. These consumers also say that billboards stand out better than other forms of advertising, such as newspapers, radio or TV. 

Nearly 90% of people who are in the market for a car take the time to look at billboards that advertise automobiles. In addition, 4/10 people who plan to buy a new car in the next 12 months spend a considerable amount of time in their vehicles and will see billboards on a regular basis.

Are billboards effective advertising? The definitive answer is a resounding yes!

Digital Billboards – A New Take On A Proven Strategy 

A new survey conducted by Nielsen has shed light on the popularity of the newest form of outdoor advertising – digital billboards. 75 out of 100 people can recall looking at digital billboard advertising in the last 30 days.  A number of industries do extremely well with the digital billboard medium, including legal services, entertainment, sports/gaming and internet providers.

Getting More Bang For Your Buck – The Cost Of Billboard Advertising  

According to research done by the Out of Home Advertising Association of America (OAAA), the cost per mile (CPM) or impressions of billboard advertising is far less than other forms of mass advertising.

Typical CPM Advertising Costs By Medium

  • Prime Time TV                  $33.85
  • None Prime Time TV     $8.99
  • Radio                                $13.50
  • Newspapers                    $32.50
  • Billboards                          $5.21
  • Posters                              $3.11

How Long To Advertise

Studies have shown that the attention people give to billboard advertising is notably sustainable over a long period of time. Out of a survey sample of 5,000 people, nearly half of them reported seeing up to 15 billboard ads per day. In addition, once a person has seen a marketing message between 2-3 times in a row, the chances of remembering it increases dramatically. Half of the respondents reported that they would continue to look at the same billboard after 30 days and over a quarter of them would still take notice after a three month period. These statistics illustrate the lasting power of billboard advertising. It is clear that the shelf life of billboard marketing is much longer than other media.

Billboard Advertising Effectiveness

It is clear that billboard advertising is still a very effective way to get your message out to a vast number of people. With more of the buying public away from home, mediums such as newspapers and television advertising will continue to have less impact on consumers with each passing year. Due to their size and strategic locations, billboards are reliable ways to grab the attention of people going about their day. This medium will provide a huge return on investment over a long period of time. The more billboard advertising that a company does, the greater exposure they will have to an audience that is able to buy their product or service.  

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