Outdoor advertising has gone hand-in-hand with capturing the attention of drivers for decades. Also called out-of-home advertising (OOH), this form of marketing to the masses involves conveying a message on a large scale—in this case specifically, we’re talking about billboards. However, the static billboards of the past are slowly being supplanted by a more effective form of OOH advertising—digital billboards. The benefits of digital billboards have to do with speed, efficacy, cost savings and more.
OOH advertising is thriving
Before we get into the benefits of digital billboards, it’s worth mentioning that OOH advertising in general continues to grow. According to the Outdoor Advertising Association of America (OAAA), OOH ad spend is on an upward trend, having seen a growth rate of 1.9 percent in 2018 with a projected growth rate of 2.5 percent in 2018. The OAAA also says that out-of-home advertising was second to digital media in terms of growth from 2017-2019. These figures include digital billboards as part of the overall OOH category.
The benefits of digital billboards
Digital billboards are allowing advertisers to take their messaging to new levels of efficiency. Here are a few reasons why:
Digital billboards are taking priority over static ones, and as a result they typically exist in some pretty prime locations—like high-traffic intersections. High traffic means more people viewing your ad—and the digital format attracts more attention than billboards’ printed counterparts.
Need a message out there quickly? Digital billboard ads can be uploaded in a matter of hours. Previously, it took weeks to get a print poster up on a billboard after it was created. Conversely, just as it’s easy to get a digital ad out there, it’s easy to stop it when you no longer want it to run, which helps with time-sensitive material.
Easy to edit
If you need to make a change to your advertisement on a digital billboard, it’s as easy as it was to upload it the first time around. Switch out one photo for another, update event time that may have changed, reflect a reduction in price—this ability to make quick changes is included in the benefits of digital billboards.
With traditional billboards, you’re stuck advertising the same message—all day, all night, for weeks or months on end. Digital billboards give you the ability to target your messaging to specific times of the day or specific days of the week. For example, if you have a Friday sale, you can set the ad only to run on Fridays. If you are a restaurant advertising breakfast vs. dinner specials, you can set those ads according to the time of day. From another perspective, multiple messages means multiple advertisers being able to showcase their content in the same space.
Another great thing about digital billboards? No printing required! That fact alone makes digital billboards far more cost effective than traditional ones. Going back to our first point, cost effectiveness also has to do with the fact that digital billboards will be seen in the most high-traffic areas, meaning more eyeballs on your content.
Don’t worry about weather damage or printing quality with digital billboards. As long as you’ve provided a high-resolution, well-designed ad, the quality should remain consistent thereafter on the digital screen.
Space for creativity
Versatility is another among the benefits of digital billboards. The possibilities extend from fixed images to motion graphics, video and more. Digital billboards already stand out against the backdrop of the natural landscape, but adding moving elements to your ads can take that to another level.
Digital billboards have made OOH advertising not only more affordable and accessible, but also more engaging and entertaining for consumers. Need help designing your next digital billboard ad? McNutt & Partners is a full-service advertising and digital marketing agency. Contact us today for your marketing needs! Call 334-521-1010, or visit our contact page.