The Benefits of Billboards
Since their inception, billboards have been one of the most effective means of advertising. Quite possibly the only media that is intrusive and cannot be ignored, billboards, guarantee your message will be seen. We are a group of readily mobile people, with the average time we spend traveling to and from the soccer match or grocery store being fifteen hours per week.
One of the many benefits of billboards is that they cannot be “switched off” like a television commercial or a radio ad. Billboards are not passive media like the newspaper in the local diner that must be purchased or picked up in order to be exposed to the message being delivered that day. Billboards are continually ‘ON’.
The bloggers, the satellite radio consumers, the iPod generation—they are all utilizing passive media—they choose that form of media for entertainment. With billboards, there is no choosing involved. Billboards are intrusive and can only be ignored if one travels in an automobile with their eyes closed.
Outdoor Advertising Bar Graph
Outdoor advertising is one of the most cost-effective media formats.
The CPM for outdoor advertising is historically one of the lowest—second only to radio. What does that mean for advertisers? Reach more people with less money. Pretty simple, right?
Source: OAAA, 2011
Outdoor Advertising Pie Chart
Most people spend 70% of their time outside the home.
We are a nation on the move, and we spend increasing amounts of time outside the home, and yet a disproportionately small amount of advertising budgets are spent on outdoor advertising.
Sources: Universal McCann, 2010 Total Media Spending; TVB, Nielsen Media Research Survey 2008, % Hours/Week.