According to the U.S. Department of Transportation, Americans spend 84 billion hours driving
each year. That’s a lot of time behind the wheel. No wonder billboards have been an effective advertising strategy since the 1830s. If your business is looking to gain traction in a certain geographic area or to build brand awareness with the general public, this form of outdoor advertising might be a good option for you.
The cost of billboard advertising can range anywhere from $500 per month to $15,000 per month. The price tag is dependent on a variety of factors
, including location, demographic and duration. The main cost factor is impressions, the projected number of individuals who will view the billboard. Billboard advertising companies typically rent their billboards by CPM, or cost per thousand impressions. As the impressions increase, so does the cost. This means that a billboard located in a high traffic area of a large city will cost significantly more than a billboard on the side of a highway in a rural town. When outlining the cost of billboard advertising in your company’s marketing budget, you will also need to consider what type of billboard you will be purchasing: traditional or digital.
In the simplest of scenarios, marketing consulting firms offer tactic-specific consulting services
where they will step in and work alongside the marketing professional of the client to enhance or tweak a campaign for better performance. These “project”-type scenarios are usually billed by the hour, similar to seeking out advice from an attorney.
Traditional billboards, also referred to as static billboards, have been around since the 1830s. They are typically constructed of wood and metal with the artwork and message printed on vinyl to hold up against the weather. They include lights so drivers can view the message at night. The major perk of a static billboard is that it offers 24/7 exposure of your business
. You won’t have to share the advertisement space with anyone else. Traditional billboard advertising can be a cost-effective option for businesses who are running singular, long term marketing campaigns. However, if your marketing campaign’s messaging will evolve over time, you may benefit from the flexibility of a digital billboard.
Digital billboards utilize LEDs to display messages, images, graphics and even videos. With digital billboards, the exposure of your advertisement is shared among other advertisers who are also being shown on the same billboard. The ads play on a loop and they typically are shown for eight to ten seconds at a time. Digital billboards have grown in popularity, as they allow advertisers the freedom to continuously adapt their billboard campaign messaging and artwork over time. They also allow companies an increased level of creativity in their campaigns, including videos
, animations or even live streams. When comparing the costs of traditional and digital billboards, digital is typically more expensive to purchase.
According to the Arbitron National In-Car Study, 71% of people
consciously look at billboards while driving. How do we ensure that those people not only look at your billboard, but actually remember it? Good design. When it comes to a billboard’s design, we believe less is more. Drivers only have a few seconds to view your advertisement. In order for them to actually engage with it, the design needs to be bold yet clean and the copy needs to be catchy yet concise. Our graphic designers
will utilize strong, easy to read fonts paired with distinct background colors to ensure that your billboard stands out. They will choose engaging imagery that helps tell the overall story. Our copywriters will convey your company’s message in a few small but mighty words that will leave an impact. The end result: a billboard with a memorable message that stays with the viewer even after they get to their destination