Breaking Down the Cost of Billboards: How to Make it Work for Your Needs

From social media to television advertisements to the cost of billboards, the modern media landscape presents many ways to reach consumers.

From social media to television advertisements, the modern media landscape presents many different ways to reach consumers.  Marketing professionals can help businesses discern which types of advertisements to invest in.  Businesses can consider maintaining an active Twitter or Instagram account.  They can offer Facebook posts every couple of days.  A somewhat archaic medium that will remain for as long as there are vehicles on the road is the billboard.  Often noting whatever’s at the next exit, billboards are as useful today as they’ve been for years.  Any major business should consider billboard cost

Before you go about asking the following questions – “Where should I put my billboard?”, “Which demographics should I target?” – be sure to first address issues like cost and whether electronic billboard financing might be an option for you and your business. Once you have sorted out budgeting and finance, you can then explore how to go about designing and installing a billboard, and begin to formulate answers to the questions below:

What Location Should I Consider?

Most billboards exist in dense areas in which there will be a lot of traffic, though billboards’ locations continue to set those billboards’ values apart.  A billboard in a rural area will cost less than a billboard in a city.  Also, you should see billboards for yourself before purchase to ensure that trees or construction are not blocking the billboard and that potential consumers are able to view the billboard from their cars.

Where Should I Put My Advertisements?

The format of a billboard is significant because there is not only one type of billboard.  Consider advertisements on the sides of buses, smaller billboards inside a store, or advertisements at bus stops.  Perhaps a smaller billboard campaign will work for your purposes, and your business will be able to depend on bus advertisements instead of massive, digital billboards in New York City.  In modern times, virtually any inanimate object can advertise something.  Centrally, an inanimate object’s size will have a direct relationship with how much you’ll have to pay for that object to advertise your business.  Bigger options will inevitably cost more, while smaller options will be less expensive.

What Is Circulation?

The number of people who will see your advertisement is known as circulation.  Regarding all types of outdoor advertising, including billboards, demographic data about those billboards’ locations can be found on the websites of transportation authorities or other municipal authorities.  While the data will not offer an entirely clear picture as to who will see your advertisements, data will shed a lot of light on the impact a billboard can make on your behalf.  Demographic data and visibility should be at the forefront of your research efforts.

I Want to Make a Good Impression, But What Does That Mean?

Another dimension to consider is an advertisement’s impression.  While circulation accounts for potential consumers in a particularly general way, “impression” is in reference to how many potential consumers see your advertisement.  For example, an advertisement facing an intersection will be more expensive than one on the side of a highway because the one at the intersection will leave a greater impression: Both options receive the same traffic, but people are more likely to see something if they are not moving.

Which Demographics Should I Target?

When evaluating these myriad dimensions of billboard advertisements, demographics are obviously important, but how do you know which demographics to target?  Today’s marketers can do as much research as they want on items like gender, age, and income.  Income is especially important with regard to advertising because people with more money to spend will spend more.  Accordingly, billboards in affluent areas may perform better in the sense that the people viewing those billboards will be more likely to buy the advertised product or service.  A call to action doesn’t work if the price is a nonstarter for the vast majority of viewers.

How Should I Design My Advertisement?

Say you’ve discovered the best billboard on Earth or the most high-traffic bus stop on Earth.  A bad advertisement will ruin the whole enterprise.  Make sure your advertisement thrives in its habitat.  If you’ve purchased a large billboard, stick to simple images and few words.  If you’re using a bus stop to advertise a product, consider offering more visual details and more words: After all, someone may be standing at that bus stop for a while.  More generally, as you consider your billboard’s graphics and verbiage, consider your target demographic, and do enough research on what that demographic’s looking for.  A billboard demands as much effort as a television advertisement does.

What’s The Installation Process Like?

Finally, you’ll need to consider installations because digital installations are less involved than physical ones.  If your advertisement is on a screen, then no repainting has to be done: Just play the advertisement.  A digital advertisement may often be better than a more “analog” gig that ticks every other conventional box.  Otherwise, there’s not very much else to consider.  The major items you have to think about most meticulously are all here.

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