Billboards surround us. We probably see hundreds of billboard ads every single week, but remember just a handful of them. With outdoor advertising becoming increasingly more competitive, it is important to know how to make your advertising count. The good news is, if you are going to use digital billboard advertising, you already have an advantage that other mediums of outdoor advertising do not have. This fast growing outdoor advertising medium offers lower creation costs, remote advertisement updating and higher effectiveness rates when compared to conventional billboards. And here are a few tips on how to ensure that your digital billboard has the highest chance of being notices, and more importantly, remembered.
1. Six words or less
Considering that your audience is always on the move whenever they read your ad, they will not have time to take them in. Six seconds is the average for reading a billboard so around six words is all you should use to get your message across. Concision is tough, but headlines that are small paragraphs will not get read. That means that if you have a complex brand, product or service, you should stay away from Digital Billboard Advertising completely unless you find some way to fit your ad message within 6 words.
2. Get noticed but avoid being a huge distraction
Most of the time, digital billboard advertising is aimed at drivers, bikers, cyclists or pedestrians. This causes an interesting dilemma for the advertiser. You want to get noticed but you don’t want to be responsible for major or even minor accidents.
3. Not the time for direct response
Digital billboard advertising is a secondary advertising medium, which means that it is ideal for brand building and supporting a campaign. Indeed, even digital billboards need a great call to action. But save your phone numbers and website addresses for print advertising, television, radio, flyers, websites and direct mail. Digital billboards are the wrong medium for anything other than a quick message. Unless you website or phone number is the headline of your advertisement, then you’re good to go.
4. Be smart, but not too smart.
Boring digital billboard advertising will be ignored. A smart one, however, will grab the attention of the audience and leave a lasting impression. But a digital billboard that is trying to be too clever will only get lost on the audience. As a rule, don’t make your target audience scratch their heads and wonder what is going on. To create an Effective Advertising campaign with this medium, your ad has to be smart and fun. But don’t give people puzzles that they would have an extremely hard time solving.
5. The more the merrier
Only one digital billboard advertising is not cheap but it’s also not very effective either. Billboards are mass market medium but they need support. Get more than one because you want as many eyes on them as possible.
6. Don’t say it, show it.
Get creative with your digital billboards for a more effective…