5 Reasons Why Online Ads Can’t Compete with Billboard & Motorway Advertising

What is Meant by ‘Billboard Advertising’?

Billboard advertising refers to the use of large, outdoor advertising structures, such as billboards and hoardings, to promote a product, service or brand to a mass audience. These advertisements are typically located along high-traffic areas, such as motorway billboards, busy streets and intersections, to maximise visibility and reach. Billboards can come in various sizes and formats, including static or digital displays, and are a popular form of out-of-home (OOH) advertising.

Attention Grabbing

Billboards advertisements are often large, eye-catching and often impossible to ignore. They provide a visual impact that online ads can’t match. Typically when you see something outside, it’s a lot easier to have adverts in your visual line of sight for a lot longer than your average website, as soon as you leave that site, the advert disappears.

Source: https://moosend.com/blog/guerilla-marketing-ideas/

Reach 

When it comes to the ad reach, high street and motorway ads reach a large, captive audience, while online ads are only seen by those who are actively using the internet. Billboard advertising has the potential to showcase your advert to hundreds if not thousands of people per hour. Contra Vision has also worked on the UN Plaza in New York, using Contra Vision® XR™ Printed Interlayer across the 42-storey luxury residential tower. 

Demographic Targeting 

Out of home advertising can reach a wide range of demographics, from commuters to tourists, while online ads can only be seen by those who fit specific targeting criteria. Instead of targeting specific people, large scale billboards involve reaching a much larger audience. This is especially useful when you are broadcasting one message or advert to multiple locations or cities. For example, Contra Vision did some work for Vitrine in Bermondsey Square, London, using perforated vinyl window graphics to maintain the image quality without blocking light going into the store.

 

Memory Retention

Since billboards stay in one place for a long time, they are perfect for consistently showing your advert and even brand identity. Large billboard ads are more memorable than online ads, as they are often seen repeatedly and create a lasting impression, driving consistent branding and messaging. Customers are more likely to recognise your brand image through repetition of your advert.

Cost-effective

Compared to online ads, outdoor board advertising can be cost-effective, especially for large-scale campaigns. They don’t require expensive technology or specialised skills to create and maintain, making them an accessible option for businesses of all sizes. The cost of initially setting up a billboard can be high, but is quickly offset by the much lower cost of longer term bookings in higher traffic locations. There is also no cost per click with billboard as well, meaning you’re able to allocate budget to your marketing much easier. 

Both online and billboard advertising have their own unique strengths and weaknesses, and the most effective form of advertising will depend on various factors, such as the target audience, the type of product or service being advertised, and the marketing goals of the company. Although there are some advantages and disadvantages – here’s a few to outline between online adverts and billboard adverts:

 

Online Adverts:

• Can be targeted to specific demographics and interests, allowing for more precise audience targeting.
• Can be easily measured and tracked, with data available on impressions, clicks, and conversions.
• Can be more cost-effective than billboard advertising, especially for small businesses with limited budgets.
• Can offer more flexibility and agility, with the ability to adjust ad campaigns and targeting in real-time based on performance.
• Can be integrated with other forms of digital marketing, such as social media and email marketing, to create a more comprehensive marketing strategy.

Billboard Adverts:

• Can reach a large and diverse audience, including people who may not be actively searching for the product or service being advertised.
• Can create a strong visual impact, with large-scale designs and the ability to utilise 3D or interactive elements.
• Can provide constant exposure to a local community, reinforcing brand awareness and recognition.
• Can be strategically placed in high-traffic areas, such as highways and busy streets, to maximise visibility.
• Can offer a unique and memorable advertising experience that cannot be replicated online.

Overall, both online and billboard advertising can be effective in their own ways, and the choice between the two will depend on the specific marketing goals and target audience of the company. A comprehensive marketing strategy may involve a combination of both types of advertising, along with other forms of marketing such as print ads, radio ads, or TV commercials. Take a look at the Contra Vision blog for more industry news.

Memory Retention

Since billboards stay in one place for a long time, they are perfect for consistently showing your advert and even brand identity. Large billboard ads are more memorable than online ads, as they are often seen repeatedly and create a lasting impression, driving consistent branding and messaging. Customers are more likely to recognise your brand image through repetition of your advert.

Cost-effective

Compared to online ads, outdoor board advertising can be cost-effective, especially for large-scale campaigns. They don’t require expensive technology or specialised skills to create and maintain, making them an accessible option for businesses of all sizes. The cost of initially setting up a billboard can be high, but is quickly offset by the much lower cost of longer term bookings in higher traffic locations. There is also no cost per click with billboard as well, meaning you’re able to allocate budget to your marketing much easier. 

Both online and billboard advertising have their own unique strengths and weaknesses, and the most effective form of advertising will depend on various factors, such as the target audience, the type of product or service being advertised, and the marketing goals of the company. Although there are some advantages and disadvantages – here’s a few to outline between online adverts and billboard adverts:

 

Online Adverts:

• Can be targeted to specific demographics and interests, allowing for more precise audience targeting.
• Can be easily measured and tracked, with data available on impressions, clicks, and conversions.
• Can be more cost-effective than billboard advertising, especially for small businesses with limited budgets.
• Can offer more flexibility and agility, with the ability to adjust ad campaigns and targeting in real-time based on performance.
• Can be integrated with other forms of digital marketing, such as social media and email marketing, to create a more comprehensive marketing strategy.

Billboard Adverts:

• Can reach a large and diverse audience, including people who may not be actively searching for the product or service being advertised.
• Can create a strong visual impact, with large-scale designs and the ability to utilise 3D or interactive elements.
• Can provide constant exposure to a local community, reinforcing brand awareness and recognition.
• Can be strategically placed in high-traffic areas, such as highways and busy streets, to maximise visibility.
• Can offer a unique and memorable advertising experience that cannot be replicated online.

Overall, both online and billboard advertising can be effective in their own ways, and the choice between the two will depend on the specific marketing goals and target audience of the company. A comprehensive marketing strategy may involve a combination of both types of advertising, along with other forms of marketing such as print ads, radio ads, or TV commercials. Take a look at the Contra Vision blog for more industry news.