Billboard advertising is one of the oldest and most effective forms of out-of-home (OOH) marketing. It can help you reach a large and diverse audience, build brand awareness, and drive online activity. However, not all billboards are created equal. To make the most of your billboard advertising campaign, you need to consider several factors, such as location, design, message, and measurement. In this article, I will share some tips and best practices on how to maximize visibility and impact with billboard advertising, based on my own experience and research.

Location, Location, Location

The first and most important factor to consider when planning a billboard advertising campaign is the location of your billboard. You want to choose a spot that has high traffic, visibility, and relevance to your target audience. Here are some questions to ask yourself when selecting a location:

• How many people will see your billboard? You can use tools like Geopath or Lamar to estimate the number of impressions and reach of your billboard based on the traffic data and demographics of the area.
• How long will they see your billboard? The longer the exposure time, the better. You want to avoid locations where people are moving too fast or have too many distractions. Ideally, you want to place your billboard near a traffic light, a stop sign, a curve, or a bottleneck, where people have to slow down or stop.
• How relevant is your billboard to the location? You want to make sure that your billboard matches the context and mood of the area. For example, if you are advertising a restaurant, you might want to place your billboard near a busy intersection where people are hungry and looking for a place to eat. If you are advertising a car, you might want to place your billboard near a highway where people are thinking about driving and transportation.
• How competitive is your billboard location? You want to avoid locations where there are too many other billboards or competing messages. You want your billboard to stand out and capture attention, not blend in and get lost in the clutter.

Design Matters

The second factor to consider when planning a billboard advertising campaign is the design of your billboard. You want to create a billboard that is simple, clear, and memorable. Here are some guidelines to follow when designing your billboard:

• Use a catchy headline. Your headline should be short, catchy, and relevant to your audience. It should communicate your main message or value proposition in a few words. You can use humor, emotion, or curiosity to make your headline more engaging. For example, a billboard for Spotify used the headline “Thanks 2016, it’s been weird.” to highlight the unusual events of the year and the role of music in coping with them.
• Use a striking image. Your image should be large, high-quality, and relevant to your headline. It should support your message and create a visual impact. You can use contrast, color, or movement to make your image more eye-catching. For example, a billboard for Netflix used an image of a giant cat on a Tokyo building to promote its show “Stranger Things”.
• Use a clear call to action. Your call to action should be simple, direct, and actionable. It should tell your audience what you want them to do next, such as visit your website, call your number, or download your app. You can use a logo, a QR code, or a hashtag to make your call to action more recognizable and trackable. For example, a billboard for Coca-Cola used the hashtag “#ShareACoke” to encourage people to share their personalized bottles on social media.
• Use a minimal amount of text. Your text should be concise, legible, and easy to read. You should use a large font size, a simple font style, and a contrasting color. You should avoid using too many words, sentences, or paragraphs. You should also avoid using abbreviations, acronyms, or jargon that your audience might not understand. Remember, you only have a few seconds to get your message across, so keep it simple and clear.

Measure and Optimize

The third factor to consider when planning a billboard advertising campaign is the measurement and optimization of your billboard. You want to track the performance and effectiveness of your billboard and make adjustments as needed. Here are some ways to measure and optimize your billboard advertising campaign:

• Use online tools. You can use online tools like Google Analytics, Facebook Pixel, or Bitly to track the online activity and conversions that your billboard generates. You can use unique URLs, landing pages, or promo codes to differentiate your billboard from other sources of traffic. You can also use online surveys, polls, or feedback forms to collect data and feedback from your audience.
• Use offline tools. You can use offline tools like phone tracking, [geofencing], or [eye tracking] to track the offline activity and behavior that your billboard influences. You can use unique phone numbers, locations, or devices to identify your billboard from other sources of exposure. You can also use field research, interviews, or focus groups to observe and interact with your audience.
• Use A/B testing. You can use A/B testing to compare different versions of your billboard and see which one performs better. You can test different elements of your billboard, such as the headline, the image, the call to action, or the color. You can use online or offline tools to measure the results and choose the winner.

Conclusion

Billboard advertising is a powerful way to reach a large and diverse audience, build brand awareness, and drive online activity. However, to maximize visibility and impact with billboard advertising, you need to consider several factors, such as location, design, message, and measurement. By following the tips and best practices in this article, you can create a billboard advertising campaign that is simple, clear, and memorable, and that delivers results.