Advertising 101: Are billboards worth it?
While billboards are definitely a more traditional form of advertising, they remain one of the most popular forms of outdoor marketing in the UK. They tend to be well placed in order to guarantee maximum exposure; however, they don’t offer you control over who is going to see the billboard. This can mean working out whether or not to invest in a billboard for your business can be somewhat challenging. Ultimately, it comes down to one question, are they worth it? Let’s find out.
A background to billboards
Advertising via billboards has been around in one capacity or another for hundreds of years, with the first instance being purported to have taken place in the early 1800s. It would not have carried on as an advertising medium if it wasn’t effective; it has really withstood the test of time. Everyone has seen a billboard in their time. They are essentially huge posters hung up in populated areas. However, in an increasingly digital world, do billboards hold the same importance that they once did?
Billboards today
Billboards remain an incredibly popular outdoor marketing method used by big and small businesses alike. They tend to be found in populated areas either by the roadside or even on the side of buildings or outside transportation hubs, anywhere where there is a high level of footfall to ensure maximum exposure. Traditionally, billboards were printed and plastered to the billboard, although there are digital billboards today that can run multiple ads concurrently. Getting into billboard advertising today has to take place through businesses like Monster Outdoor, and planning ahead is important to ensure that you can secure the campaign that you want.
Costs of a billboard
There is no sort of universal industry standard when it comes to advertising on a billboard; the cost varies depending on the provider as well as a number of other factors. Arguably, the biggest deciding factor on the cost is the location. Areas with a higher footfall are seen as more desirable and, therefore, more expensive. Big cities also generally tend to cost more than smaller towns. The size of the billboard will also come into play—the bigger the billboard, the more you can expect to pay generally.
The time of year or season can also affect the price; for example, the time leading up to Christmas or other gift-giving occasions can drive up the price. The length of the advertising campaign also dictates the price. Generally, the minimum timescale will be around two weeks to ensure that you have made an impact, although some businesses do prefer a more sustained campaign. Lastly, the type of campaign is also a consideration; a singular billboard will cost less than a nationwide approach. Of course, this will depend on your business and its aims.
To conclude
A lot of traditional marketing methods are seen as outdated today, but the truth is that they still have their place in today’s professional landscape. The correct approach to marketing will largely depend on the specifics of your business and your target audience. In this respect, it is difficult to say whether a billboard would be worth it for your business. There is no doubt that it continues to be an effective marketing tool, but you will need to work out whether or not it would make sense for your business yourself.
