Billboard advertising, a cornerstone of out-of-home (OOH) advertising, has undergone significant transformations since its inception. This article delves into the history, evolution, and current state of billboards, exploring its transition from static displays to dynamic digital out-of-home (DOOH) advertising. We’ll examine the impact of these changes on the industry and provide insights for businesses looking to leverage this powerful marketing tool.

Businesses that have seen solid returns on ad spend (ROAS) with billboards include retail stores and restaurants (especially multi-location), entertainment venues, events, hotels, tourism-related businesses, professional services (law firms, healthcare providers, etc.), automotive dealerships, real estate companies, and consumer product brands.

The Effectiveness of Billboard Advertising

Despite the proliferation of digital marketing channels, billboard advertising remains a powerful tool:

• 80% of people noticed a billboard in the past month, demonstrating the medium’s broad reach.
• 71% of people said digital billboards stand out better than online ads, indicating their ability to cut through digital clutter.
• 59% of people saw a digital billboard in the past month, showing the growing prevalence of DOOH.
• 75% of travelers have seen a digital billboard in the past month, highlighting their effectiveness in reaching mobile audiences.

These statistics underscore the continued relevance of billboard advertising in a crowded media landscape, particularly its ability to capture attention in public spaces.

The Historical Journey of Billboard Advertising

While outdoor advertising dates back to ancient civilizations, the modern billboard industry began in the mid-19th century.

• 1835: The first American billboard poster advertising a circus was printed in New York. This marked the beginning of large-scale outdoor advertising in the United States.
• 1871: Fredrick Walker designed one of the first art posters, elevating billboard design from mere information dissemination to a form of public art. This shift helped billboards become more visually appealing and effective at capturing attention.
• 1889: The Paris Exposition saw the debut of the first 24-sheet billboard. This standardized size became an industry norm, allowing for more impactful and visible advertisements.
• 1904: Oscar J. Gude installed one of the first electronic billboards in New York City, introducing movement and light to static displays.
• 1913: The practice of using open billboards for public service advertising began, demonstrating the medium’s potential for social messaging.
• 1970s: Computer-aided design and printing on vinyl substrates revolutionized billboard production, allowing for higher quality images and more efficient creation processes.
• 2005: The installation of the first digital billboards marked the beginning of the DOOH era, allowing for dynamic content and real-time updates.
• 2010 and beyond: Interactive and context-aware billboards began to appear, offering new levels of engagement and personalization.

Throughout the last century, billboards became integral to the American landscape, promoting a wide range of products and services, from cigarettes and soft drinks to automobiles and entertainment. The advent of digital technology in the 21st century has brought about significant changes in the billboard industry.

The Rise of DOOH Advertising

DOOH advertising offers several advantages over traditional static billboards:

1. Dynamic content: Advertisers can change messages quickly and easily, allowing for time-sensitive promotions and adaptive messaging.
2. Targeting: Digital billboards can display different ads based on time of day, weather conditions, or even specific audience segments passing by.
3. Interactivity: Some DOOH displays allow for audience interaction via mobile devices, creating more engaging experiences.
4. Data collection: Digital billboards can gather information on viewer engagement and demographics, providing valuable insights for advertisers.f

The growth of DOOH has led to the emergence of several companies offering programmatic buying of DOOH inventory. This development has made it easier for advertisers to incorporate billboards into their digital marketing strategies. Some prominent networks include Clear Channel Outdoor, Outfront Media, Lamar Advertising, JCDecaux, and Intersection.

Here’s a look at Clear Channel Outdoor’s locations dashboard (Source: Heroku).

These networks provide access to digital billboards, transit displays, and other OOH advertising opportunities, often with sophisticated targeting and measurement capabilities.

The Future of Billboard Marketing

As technology continues to evolve, billboard advertising will too. Some trends to watch include:

1. Increased integration with mobile and location-based marketing, allowing for more personalized and contextually relevant messaging.
2. Greater use of data and analytics for targeting and measurement, improving ROI and campaign effectiveness.
3. Advancements in display technology, including flexible and transparent screens, enabling more creative and immersive experiences.
4. Exploration of augmented reality experiences in conjunction with billboards, blending the physical and digital worlds.

How To Create Effective Billboard Ads

Here’s a list of key takeaways for effective billboard ad strategies, with each bullet point containing a title and an inline paragraph explanation:

• Design for Impact and Clarity: Create visually striking ads that communicate your message quickly and effectively. Use large, easy-to-read text, bold contrasting colors, and high-quality imagery that complements your message. Remember, viewers often have only a few seconds to absorb your ad, so simplicity and visual impact are crucial.
• Craft a Compelling Call-to-Action: Include a clear, memorable, and actionable CTA that guides viewers on what to do next. Whether visiting a website, calling a number, or visiting a store, your CTA should be easy to understand and act upon quickly, even for someone passing by at high speed.
• Leverage Location Context: When designing your ad, consider the billboard’s physical location and surrounding environment. Tailor your message to be relevant to the local audience, landmarks, or events. This contextual relevance can significantly increase the ad’s impact and memorability.
• Embrace Digital Dynamics: For DOOH billboards, take full advantage of the medium’s capabilities. Use motion, changing content, and real-time updates to capture attention and keep your message fresh. Dynamic content can tell a story over time or adapt to different times of day, increasing engagement.
• Implement Trackable Elements: Incorporate measurable components into your billboard design to gauge effectiveness. Use trackable phone numbers, SMS, custom domains or URLs, or QR codes that lead to dedicated landing pages. These elements allow you to track and attribute responses to your billboard campaign.
• Utilize Geofencing and Retargeting: Employ location-based technology to extend your billboard’s reach. Use geofencing to retarget mobile users who have been near your billboard with complementary digital ads, creating a multi-touch campaign that reinforces your message.
• Conduct Comprehensive Performance Analysis: Go beyond basic metrics to truly understand your billboard’s impact. Combine quantitative data from trackable elements with qualitative insights from surveys, brand lift studies, and social media monitoring. This holistic approach provides a more complete picture of your campaign’s effectiveness.
• Integrate with Multi-Channel Strategies: Ensure your billboard campaign doesn’t exist in isolation. Align its messaging and design with your other marketing channels for a cohesive brand experience. Use billboards to reinforce and complement your digital, print, and broadcast advertising efforts.
• Optimize for Different Times and Conditions: For DOOH billboards, leverage the ability to display different content based on time, weather, or events. This flexibility allows you to deliver more relevant and timely messages, increasing the likelihood of connecting with your audience.
• Prioritize Brand Consistency: While creativity is important, maintain consistency with your overall brand identity. Use familiar colors, fonts, and imagery that align with your brand guidelines. This consistency helps reinforce brand recognition and builds trust with your audience.
• Embrace Interactivity When Possible: Consider incorporating interactive elements for DOOH billboards in pedestrian areas. Touch screens, mobile integration, or augmented reality (AR) experiences can create memorable engagements beyond passive viewing, increasing ad recall and effectiveness.
• Leverage Data for Targeting and Personalization: Use audience data and programmatic buying for DOOH billboards to display more targeted content. This data-driven approach allows for more efficient ad placements and can significantly increase the relevance of your message to the viewing audience.
• Measure, Learn, and Iterate: Regularly analyze your billboard campaign’s performance and be prepared to make adjustments. A/B test different designs or messages when possible, and use the insights gained to continually refine and improve your billboard advertising strategy.

From its humble beginnings as printed posters to today’s dynamic digital displays, billboard advertising has continually adapted to changing technologies and consumer behaviors. As part of a comprehensive marketing strategy, billboards offer unique advantages in terms of visibility, impact, and local presence. With the ongoing integration of digital technology and data-driven targeting, the future of billboard marketing is promising, offering innovative and effective ways for brands to connect with their audiences in the physical world.

By understanding the history, current landscape, and best practices of billboard advertising, businesses can leverage this powerful medium to create impactful campaigns that resonate with their target audience and drive measurable results.

©2024 DK New Media, LLC, All rights reserved.

Originally Published on Martech Zone: The Evolution and Effectiveness of Billboard Advertising: A Comprehensive Guide