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Billboard Advertising (AKA Out Of Home or Outdoor advertising)
Billboard advertising is great for targeting a specific area, especially if you want to give directions. Someone once told me that the best thing that you can put on a billboard is the words 'Next Exit.'
Billboards can be expensive individually, but they have some distinct advantages over other media, such as that they have high-frequency for the people who drive past them daily, there is no way to turn them off, and you can run different messages depending on the board (turn left/turn right, etc.)
The considerations with billboards are:
- Drive-past traffic - how many people drive past that board each day? How many facing the right direction?
- Is the board lit or unlit? An illuminated board gives you many more hours of potential audience reach per dollar.
- Location - other than the obvious of proximity to something you wish to promote or to a high-traffic area, the other location issues are what direction the board is facing, is it easy to see, what is nearby that could be a distraction, etc.?
- Printing - printing costs are separate from the cost of renting the board, and if you're printing on paper then your creative has a limited life - it is advisable to repost your ad each six weeks to prevent it becoming weathered looking.
If you want to reach a broad audience, then think about television advertising. If you want a really targeted audience, try radio advertising or internet advertising.
Organic Advertising Services
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