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…

👉 Making future sales easier

👉 Staying top of mind

👉 Building trust

👉 Gaining awareness

👉 Fostering an emotion connection

👉 Storytelling

👉 Big-picture thinking

👉 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.

How-Cartier-Uses-Storytelling-Marketing

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