Created for impact and awareness, billboard signs can be a showstopper for your business. In an increasingly digital world, it helps that studies have been conducted as to the effectiveness of billboards.
Billboard advertising competes against the most extreme odds. The signs must overcome distraction without causing accidents and they have to be legible from distance and at speed.
Let’s reassure ourselves that billboard signs are not going anywhere and still fetch the attention they always have.
What The Arbitron National in-car study revealed about billboard signs:
City workers drive the same routes on their daily commute to work and back again. Drivers and passengers alike actually take note of billboards – the more creative of course, the better – we’ll get to that next. First, let’s see the results of the in-car study, which reveals to what extent travellers take note of billboard advertising:
- Seventy-one percent of travellers often look at the messages on roadside billboards and more than one-third (37%) report looking at an outdoor ad each or most of the time they pass one.
- Viewers learn a lot from billboard signs. Billboard viewers recall seeing a wide range of actionable information, including stores and restaurants they later visited, radio and TV programs they were interested in, events they wanted to attend or something funny they shared with friends later that day.
- Billboard sign advertising is one of the last messages a consumer receives before making a buy decision. Nearly three-quarters of billboard viewers shop on their way home from work; more than two-thirds make their shopping decisions while in the car and more than one-third make the decision to stop at the store while on their way home at times when billboard advertising has the opportunity to be influential.
- Roadside billboard signs drive store traffic. Nearly one-quarter of billboard viewers say they were motivated to visit a particular store that day because of an outdoor ad message and nearly one third visited a retailer they saw on a billboard later that week. Half of the viewers reported receiving directional information from a billboard and one-quarter said they immediately visited a business because of an outdoor ad message.
What Makes Billboard Signs Brilliant?
Today’s designers know how to overcome the challenges billboard ads have to overcome. They have come up with best practices that masterfully combine eye-catching power with legibility and memorability.
- Use techniques that involve and engage the audience – convey emotion
- Visual messages are more powerful than words, use them – a picture paints 1000 words
- Use of negative space is effective – cut out parts that allow the sky to be the fill-in
- Defy and challenge billboard norms – e.g. create a handwritten chalk look
- Building billboard signs are hugely effective – on brick walls – at street level works too
- Humour wins hearts – use it well
Billboards signs work and can be your secret weapon and the best investment you ever make to the success of your business.
Call us today ………………… to arrange yours.
