Billboards can be an effective way to generate brand name or product recognition from traveling consumers. It is the oldest form of advertisement. With 71% of people consciously looking at the billboard messages while driving, billboard advertising can be an effective and reliable marketing choice. According to IAB Canada, Statista estimates that DOOH advertising in Canada will reach $112 million in 2018, up 15.4% from 2017. If you are planning to advertise via billboards, here are four rules to help to ensure your billboard gets optimum visibility.
Aim for Six Words or Lower
Considering we’re on the move when we read the billboards. The industry average has touted six seconds for reading the billboards. Keep the rule of thumb that there are only six words or less on your billboard. You can push this a few words depending on the billboard dimensions and ease of reading. But remember that small paragraphs will not get read.
Grab Attention But Don’t Be a Distraction
Many billboards are aimed at a specific target audience. The audience can include drivers, bikers, pedestrians, or cyclists. People have just a few seconds to get a message across. Make your billboard as creative as possible. Use colors and contrast but design responsibly. You do not want to be responsible for any minor or major accidents on the street because of your billboard. Having a fine balance is a dilemma for the advertiser.
Provide Contact Information But Don’t Expect a Quick Response
Billboards are a secondary advertising medium. Providing a piece of contact information on your billboard can be a good option. Although, billboards are ideal for brand-building and supporting a campaign this medium is not effective to converse with your audience in comparison to other mediums. But do not use a billboard if your main purpose is to have your audience contact you back. Make sure you design your billboard to create awareness of your brand and give a quick message. You can converse with your audience via other advertising mediums such as television, radio, flyers, websites, and emails.
More Billboards, the Merrier
Advertising on one billboard won’t be very effective. Billboards are a mass market medium, but they do need support. If you need more eyes on them, you have to advertise on more than one billboard. Every billboard has a rating called Gross Ratings Points (GRP). GRP is based on traffic, visibility, location, size and so on. The rating shows a score from 1 to 100. If the score is 50, then 50% of the population in the area has seen one of your boards at least once a day. The more the score, the higher you have to pay the price — for example, New York Times Square.
You can go 3D, have moving parts, make it interactive or animate it. There is a wide range of options available to make your billboard eye-catching and memorable. Contact our sign rental to help you advertise your business at an affordable rate. We, Alberta Sign Rentals, are proudly serving in Edmonton, Leduc, St. Albert, Calgary, and Stony Plain.
