Out Of Home (OOH) advertising can be a great way to build brand recognition and spark interest in your product. OOH advertising is most commonly known as utilizing billboards in an ad campaign. This more temporary message is then put before millions of eyes that may not already drive by your business and see your primary sign. The Return on Investment (ROI) of OOH advertising is staggering: For every $1 spent, an average of $5.97 is generated in product sales.*
Deciding you want to advertise on a billboard isn’t quite enough, however. Do you want to invest in a static billboard or utilize the flexibility of a digital billboard?
Static billboards are the traditional style billboard. They use the same copy for longer amounts of time, limiting the number of marketing opportunities you would have. Even if you rent the space on a billboard, because they’re physical structures, ad copy can be costly to install and maintain due to wear and tear.
Digital Billboards on the Rise
Digital billboards have been around for about 15 years now and continue to move into new areas like airports, indoor arenas, shelters, and kiosks. With the flexibility of digital and current technology trends, digital billboards are on the rise. In fact, Global spending on DOOH (that’s Digital OOH), is expected to grow 10.1% each year – that accounts for the entirety of growth in OOH marketing overall!*
There are ways to make the best use out of your billboard ad dollars, of course, and best practices in the industry as well. You’ll want to
Create a campaign with several different ads and rotate them to different locations to reach more audience
Create new ads every 2-4 weeks and customize the content according to holidays, community events, and seasons
Keep it simple - less is always better for billboard advertising and stick to one message or theme per ad and avoid cluttering the ad visually.
Incorporate your branding but include at least one bright, eye-catching color as well. Do NOT use a white background!
2017 Study by the Out of Home Advertising Association of America https://oaaa.org/StayConnected/PressReleases/tabid/327/id/4923/Default.aspx
2018 Study by the World Advertising Research Center https://www.warc.com/newsandopinion/news/digital_to_account_for_entirety_of_ooh_growth/41375