What's the ROI of a Billboard?

What is OOH and DOOH Advertising?

“What’s the ROI of a billboard?”

A client asked me this recently.

Jordan Scheltgen said it best – ‘People driving down the highway seeing a The Coca-Cola Company billboard aren’t going to suddenly cut across 4 lanes of traffic, take the next exit, and buy a Coke…. but the next time they are thirsty, they might buy one.’

I’m bullish on billboards and out-of-home. For some companies, they make a lot of sense. They allow companies to standout in a crowded digital market, and offer some legitimacy.

Anyone can create a digital ad – our feeds are filled with them.

But not just any company is going to take over the side of an entire building. When they do, they send a strong signal to consumers – we are legitimate.

This is why I advised a recent client to do more OOH advertising.

“What’s the ROI of a billboard?”

“That’s the wrong question to be asking,” I replied. “You’re talking sales, I’m talking branding.”

“What’s the difference?”

“Branding is all about…

๐Ÿ‘‰ Making future sales easier

๐Ÿ‘‰ Staying top of mind

๐Ÿ‘‰ Building trust

๐Ÿ‘‰ Gaining awareness

๐Ÿ‘‰ Fostering an emotion connection

๐Ÿ‘‰ Storytelling

๐Ÿ‘‰ Big-picture thinking

๐Ÿ‘‰ Etc.

“For this, we don’t measure ROI.”

“But we are a data-driven company, we can’t just throw money at something without knowing if it’s working.”

“Sure you can. You either do or you don’t – it’s your company. This is just my advice.”

Some CEOs (and others) are so hyper-obsessed with data. I get it, I like data too. But not everything worthwhile can be measured. And things that can be measured, the data isn’t always accurate.

Consider this: people only buy products and services (generally speaking) from companies they know and trust. And in order to be a company people know and trust, you must first be seen. Billboards aren’t the only thing I would do, but part of a multi-channel strategy.

Billboard advertising
(photo taken during my trip in Taichung, Taiwan). Jaguar Land Rover UK

What Makes a Good Billboard Ad?

A good billboard ad should be attention-grabbing, easy to read, and memorable. Here are some key elements that can make a billboard ad effective:

  1. Simplicity: Keep the message clear and concise. Passersby should be able to understand the ad quickly, even at a glance.

  2. Large, Legible Text: Use bold, easy-to-read fonts. Avoid fancy or overly stylized fonts that may be difficult to read from a distance.

  3. Strong Visuals: Use high-quality images or graphics that are relevant to the message and help to capture attention.

  4. Contrast: Use contrasting colors to make the text and visuals stand out. This helps to ensure that the ad is visible and readable, even from a distance.

  5. Relevance: Make sure the message is relevant to the target audience and the location of the billboard.

  6. Call to Action: Include a clear call to action that tells people what you want them to do after seeing the ad.

  7. Brand Consistency: Ensure that the ad is consistent with your brand’s overall look and feel. This helps to reinforce brand recognition.

  8. Location: Consider the placement of the billboard to ensure that it will be seen by your target audience.

  9. Avoid Clutter: Keep the ad simple and avoid overcrowding it with too much text or information.

  10. Durability: Choose materials that can withstand outdoor conditions and maintain their quality over time.

By incorporating these elements into your billboard ad, you can increase its effectiveness and make a lasting impression on your audience.

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