Tips for Creating Effective Billboard Advertising

Tips for Creating Effective Billboard Advertising

MAD Media agrees that billboard advertising has evolved significantly over the past few decades. While billboards remain a premium advertising space, today’s consumers are more distracted than ever, tuned into their smartphones, radios, and other driving distractions. Even at a stoplight, drivers often glance down at their phones, making it harder to capture their attention.

However, don’t dismiss billboards just yet. They’re everywhere, and while we may only remember a handful, their branding impact can be powerful. With outdoor advertising becoming more competitive and digital ads dominating the scene, it’s crucial to make your billboard count. Here are some key tips to ensure your billboard stands out and delivers results:

1. Six Words or Fewer

When you’re driving past a billboard at high speed, you only have about six seconds to absorb its message. That's why conciseness is key. Aim for six words or fewer to convey your point. If your message is too long or complex, it won’t be read.
If your brand or product requires detailed explanation, use billboards as the hook and other media for the full explanation.

2. Focus on Branding, Not Direct Response

Billboards aren’t the place for lengthy phone numbers, website URLs, or calls to action. Less than 1% of viewers will act on such details. Utilize billboards as a powerful tool for brand building, enhancing your overall marketing strategy. If your website or phone number is central to your message (and concise), it can work, but generally, billboards are best for quick, impactful messaging.

3. Be Smart, But Not Too Clever

A boring billboard will be ignored, but one that's overly clever risks confusing your audience. Avoid complex metaphors or puzzles. Your goal is to make an immediate impression, not to leave people scratching their heads. Focus on clarity and impact, not showing off how clever your ad can be.

4. More Billboards = Greater Impact

One billboard is better than none, but having your message spread all across town will have maximum impact. Billboards are a mass-market medium, and their effectiveness increases with scale. If your budget allows, consider booking multiple boards in strategic locations to maximize visibility and reach. MAD Media have a comprehensive set work across New Plymouth.

5. Show, Don’t Tell

Why settle for a flat, static billboard when you can think outside the box? Out of the box thinking can greatly assist a campaign; for example, clever design concepts and 3D-style ads can greatly enhance how many people notice your ads. Creative billboards not only grab attention but can also generate buzz and social media shares, essentially providing free additional exposure.

6. Balance Logo Size

At MAD Media, we get a common request: “Make the logo bigger.” While it’s important for your brand to be recognizable, an oversized logo can overshadow your message. Conversely, a logo that's too small may leave viewers unaware of who's behind the ad. Strike a balance to ensure your brand is noticed without distracting from the core message.

7. Do the "Arm's Length Test"

The MAD Media team suggests that before signing off on your design, print it out at the size of a business card and hold it at arm’s length. Can you still read and understand the message? If not, refine it. Your billboard needs to pop, even from a distance, and convey its message in just a few seconds.

SUMMARY

Billboard advertising is a powerful tool when done right. By keeping your message concise, visually striking, and strategically placed, you can cut through the noise and leave a lasting impression. Remember, the goal is to be big, simple, and memorable, not just another ad on the roadside.

#BillboardAdvertising #MarketingTips #OutdoorAds #BrandAwareness #BusinessAdvertising

MAD MEDIA DIGITAL BILLBOARDS

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