Billboards and other out-of-home (OOH) advertising formats are used frequently by huge technology companies and exciting new startups. Despite their old school reputation, billboard ads are more popular than ever. In fact, the industry is expected to see double-digit growth this year.
So, why are companies on the cutting-edge of technology still using billboards?
OOH Actually Drives Online Action
Billboards influence actions in the physical world as well as in the digital one. OOH is 382% more effective than TV, 200% more effective than print, and 63% more effective than radio in driving consumers online. That means consumers are searching for a company or product online after seeing a billboard for it. If the billboard design is interesting or interactive enough, expect it to be posted and shared to social channels.
People Like OOH
While all kinds of ad formats can be effective, people have gotten good at skipping or ignoring most of them. Unsurprisingly, many people find digital ads frustrating. Billboards are big and loud, but they are also considered to be one of the least annoying ad formats today. 85% of all consumers believe OOH is useful, with 83% believing it is informative. That’s why more startups are using billboards over pop-ups. I mean, why use an ad format that you know will infuriate your audience?
Since billboards are often used by some of the biggest brands in the world, it shouldn’t be surprising that a company with a billboard campaign is perceived to be more legitimate than one that only purchases digital ads. Any scammer with a computer can buy digital ads, but only a legitimate company would purchase a billboard, right? That’s the impression, at least. Adding a billboard to your marketing mix can help strengthen and legitimize your digital and mobile campaigns, as well as overall brand perception.
Old School Meets High-Tech
Some have the notion that billboards and other OOH are low-tech. In truth, many are now equipped with new technology to make them even more effective. Geofences and location data can ensure that billboards are working in tandem with your mobile campaigns. Demographic data and facial recognition technology let you serve your ad to the right person at just the right time. Interactive digital billboards create experiences that form favorable emotional bonds with customers. These aren’t your parents’ billboards!
About the Author
Cody J. Riebe is a Public Relations and Content Specialist for BillboardsIn.com, the largest online marketplace for outdoor ads. With over a million assets nationwide, they make it possible for anyone and everyone to easily buy billboards online.