Are you ready to finally discover the truth about out-of-home advertising?
Billboards are one of the oldest forms of communication and have evolved massively since the first one was rolled out in Egypt centuries ago. Surprisingly, there are still a few common misconceptions about it, and we are about to set the record straight for you below.
Myth #1: Billboards are outdated.
As long as people are on the go and traveling around towns and cities, billboards will never be outdated. Unlike other `newer’ forms of advertising, billboard advertising gives the opportunity to specifically target a wide audience of consumers who live and work in your local area. Billboards are also a cost-effective way of communication due to their size (hard to ignore) and their timing (it delivers a message 24/7 and can’t be turned off).
Myth #2: Everyone is advertising online nowadays; billboard advertising is on its last legs.
Everyone might be using online advertising, but billboards are still proving their worth by helping companies to reach their objectives whether it be to increase brand awareness or boost sales. A marketing technique that works for one company may not work for another, the most successful strategies are the ones that target consumers based on their behaviours and habits. Combining both online and physical marketing can be beneficial to stand out from the competition and increase the impact of your campaigns. Remember, messages are more effective when repeated!
Myth #3: All billboards are owned by one company.
The short answer is NO. While we all know the big companies that have been operating all over Europe for a long time (like Clear Channel and JCDecaux), there are also a few young companies breaking the competitive outdoor advertising market and bringing fresh ideas to help this industry to grow. Smaller companies are usually highly specialised in helping some specific industries and know the local areas they are offering like the back of their hands.
Myth #4: doing outdoor advertising for a week is enough to attract a lot of new customers
Using any form of advertising for a week would be a waste of time and money. Considering that it takes between 5 to 7 impressions for your message to be remembered, if you want to optimise your return on investment then it is important to think long-term. The longer your campaign is live, the greater the chance it has of attracting more people through your doors.