Outdoor Advertising

If your business is dependent on getting customers to your destination, outdoor billboard advertising may be a good option for you. To get traffic straight from the interstate to your door, if you own a restaurant, hotel, or any other destination-driven business, outdoor billboards can be highly effective. But, if you need to convey a slightly complex message, appeal to a specific demographic audience, or need to get good, measurable impression data, outdoor billboards may not work as well for your business. Drivers move fast, and generally view the ads for six to eight seconds at the most.

When deciding on the smartest way to spend your advertising dollars, keep in mind the following positive and negative aspects of outdoor advertising:

Positive

• Well-placed outdoor ads effectively build broad awareness.
• Big, striking billboards with clear messaging get noticed.
• Outdoor billboards are typically displayed for at least one month, 24 hours a day.
• Works well for supporting ads in other media.

Negative

• Demographic targeting is impossible.
• Brief audience exposure means simple messages only.
• Audience is typically focused on driving and affected by traffic, weather and other
distractions.
• Often expensive, and results are difficult to measure.