Billboard advertising has been a stalwart of the marketing industry for decades. The classic billboards we see lining our highways and those adorning the walls of our favorite restaurants or shopping centers are important tools in an advertiser’s arsenal. The decision to go with outdoor or indoor billboards is quite crucial and should be well-grounded in a thorough understanding of the benefits and drawbacks of each medium, alongside your marketing goals, target audience and budget.
Outdoor Billboard Advertising
When you think of a traditional billboard, chances are you’re picturing one overlooking a busy street or interstate. These larger-than-life adverts are highly effective at capturing the attention of passing motorists and pedestrians, establishing a strong brand presence that’s as big as the great outdoors.
Static Billboards: The most common type of outdoor billboard advertising is static billboards, which are usually made with vinyl or paper and changed manually. These types of billboards are ideal for long-term campaigns and can be seen by thousands of people every day. Static billboards use fixed pricing for a specific period of time. Location, traffic, visibility, competition and special factors such as stop signs and traffic lights will determine pricing.
Digital Billboards: Digital billboards are becoming increasingly popular due to their dynamic and interactive nature. They display multiple ads, animations, and videos in a loop, making them more eye-catching than static billboards. Additionally, digital billboards can be changed frequently with minimal effort, allowing for more flexibility in your advertising strategy. These billboards are also perfect for targeting specific times of day or different demographics. However, they also come at a higher price point than static billboards. Digital ads are 7-seconds long and are played in a loop with 25-30 other ads. Digital billboard ads use loop pricing. Buyers pay for a specific number of ads per loop or a specific number of loops.
However, there are a few things to consider when choosing outdoor billboard advertising.
- Visibility: Outdoor billboards have the advantage of being highly visible and hard to miss. They can be strategically placed in high-traffic areas or along major highways, ensuring that your message reaches a wide audience.
- Cost-effective: Compared to other traditional forms of advertising such as TV or radio, outdoor billboards are relatively cost-effective. They offer a large audience reach at a fraction of the cost.
- Brand awareness: The sheer size and impact of outdoor billboards make them ideal for building brand awareness. A well-designed billboard can create a lasting impression that stays with the audience long after they’ve passed by.
- Synergy with Other Marketing: An outdoor ad campaign complements other advertising avenues, such as social media or television, creating a cohesive brand message that resonates with consumers.
However, outdoor billboards also have their limitations. These include:
- High Cost: Renting space for a billboard, especially in prime locations, can come with a hefty price tag that’s often prohibitive for smaller businesses.
- Limited target audience: Since outdoor billboards are usually placed in high-traffic areas, they may not be effective for reaching niche or specific audiences.
- Short exposure time: With outdoor billboards, you only have a few seconds to capture your audience’s attention. This means that your message must be concise, impactful and easily digestible.
- Long-term commitment: They require a long-term commitment to build a brand.
- Are not effective for lead generation: Outdoor billboards are better suited for brand building and awareness rather than generating leads or conversions.
- Weather conditions: Severe weather conditions can affect the visibility of outdoor billboards and make them less effective. For example, heavy rain or snow can obscure the message and reduce its impact.
- Environmental Factors: Outdoor billboards are subject to the elements, potentially degrading the quality of your message over time.
The Indoor Advantage
Indoor billboard advertising, also known as indoor digital displays or electronic billboards, has gained popularity in recent years. While not as grand in scale as their outdoor counterparts, indoor billboards offer advertisers the chance to target a more captive audience with longer exposure times and closer engagement.
Comparatively, indoor billboards provide a more cost-effective solution, reaching a considerable audience in spaces like restaurants, coffee shops, ice cream & pizza parlors and retail stores, at just a fraction of the price of outdoor placements.
Indoor billboards are large screens that display digital ads and can be found in places like restaurants, coffee shops, ice cream & pizza parlors and retail stores. Some of the benefits of this type of advertising include:
- Targeted audience: Unlike outdoor billboards that have a broad reach, indoor billboards can be placed in specific locations to target a particular audience. For example, an ad for a new smartphone can be displayed in an electronics store.
- Highly engaging: Indoor billboards are usually placed in areas where people tend to linger, such as waiting rooms or restaurants. This means that the audience has more time to engage with the ad and absorb its message.
- Dynamic content: With indoor billboards, you have the flexibility to display multiple ads or rotate different messages on the same screen. This allows for more variety and can keep the audience interested and engaged.
- Real-time updates: Digital indoor billboards can be updated in real-time, allowing for timely and relevant messaging. This is especially useful for promoting limited-time offers or events.
- Cost-Effective: Compared to traditional outdoor billboards, indoor billboards are far cheaper often a fraction of the cost of an outdoor billboard.
- More flexibility of content: With a longer average viewing time, indoor billboards can accommodate more detailed or narrative content, along with the use of full-motion video. This extra canvas allows for more creative freedom in your advertising.
- Captive audience: Since indoor billboards are often placed in areas where people are waiting or spending time, the audience is more likely to pay attention to the message being displayed. When consumers are in a particular location, they’re more likely to spend time with your ad without other outdoor billboards in sight to steal their attention. This captive audience presents an opportunity for more creative and involved advertising.
However, a drawback to indoor billboard advertising is location limitation. Unlike outdoor billboards that have a wide reach, indoor billboards are limited to specific locations.
Summary
Outdoor and indoor billboard advertising each have their strengths and weaknesses, but it’s crucial to understand how they align with your marketing strategies, audience profiles, and budget. When leveraged effectively, both mediums can be powerful tools in your advertising toolkit, driving both awareness and action for your brand.
Outdoor billboards with their broad reach are shotguns and indoor billboards with their geo-targeted approach are more like rifles.
Outdoor billboards are best for brand building and should be used with other forms of media that are effective at lead generation.
Indoor billboards are best for small businesses that cannot afford the high cost of outdoor billboards. Since most consumer purchases are made within a 3-5 mile radius of their home, indoor billboards targeted approach is highly cost-effective for small businesses.
Investing in a billboard campaign is a significant step, and the right approach can substantially increase its return on investment. Whether you ultimately choose the iconic roadside billboards for brand building or or opt for a more personalized ad experience in a local indoor space, thoughtful planning and execution are key to unlocking the potential of this enduring marketing channel.
