Which is better, traditional static billboards or digital billboards that rotate through several different ads? It all depends on your goals, budget, and audience. Digital and static billboards each have strengths that suit different advertising strategies. Here’s a breakdown to help you decide which makes sense for you and help you measure the impact your billboard ads are having.
Digital Billboards
Pros:
- Dynamic content: Rotate multiple ads, update instantly, and tailor messages to time, weather, or events.
- High engagement: Bright visuals and animations grab attention and boost recall.
- Real-time analytics: Track impressions and optimize campaigns using location data.
- Flexibility: Easily test different creatives or run short-term promotions.
Cons:
- Higher cost: Installation and ad slots can be pricey, especially in high-traffic areas.
- Shared space: Your ad may only appear for a few seconds in rotation.
- Tech issues: Power outages or hardware glitches can disrupt display.
Static Billboards
Pros:
- 24/7 visibility: Your ad stays up continuously without competing for screen time.
- Lower cost: Generally cheaper to produce and maintain.
- Long-term branding: Great for consistent messaging and brand awareness.
Cons:
- Limited flexibility: Changing the ad requires printing and physical replacement.
- Wear and tear: Exposure to weather can fade or damage the display over time.
- No analytics: Harder to measure performance or adjust strategy quickly.
If you’re promoting a time-sensitive offer or want to experiment with messaging, digital might be your best bet. But if you’re building long-term brand recognition in a high-traffic area, static could be more cost-effective.
How to Tell if Billboard Ads are Working
Billboard advertising may seem old-school, but it’s surprisingly measurable with the right metrics. Here are the key ones to track:
Impressions
Impressions is the estimated total number of times your billboard is seen. You can measure the number of impressions using the location and size of the billboard, traffic data, and tools like Geopath.
Reach & Frequency
Whereas impressions is the total number of times your ad was seen, including repeat views by the same people, reach is how many unique individuals were exposed to your ad. Frequency is how often these individuals see it. Because people usually have to be exposed to an advertising message multiple times before they act on it, frequency is very important for message retention and building brand awareness.
Engagement
It used to be very difficult to determine how many people who saw a billboard ad actually took action as a result. Today, options like QR code scans, billboard-specific URLs, promo codes, and social media mentions make it much easier to measure engagement.
Conversion Rate
The conversion rate is the percentage of the people who viewed your ad who took a desired action (making a purchase, visiting your website, etc.). You can track engagement using promo codes, custom landing pages, geofencing, or dedicated phone lines.
Cost Per Thousand Impressions (CPM)
CPM is calculated by dividing the cost of the billboard by the number of total impressions and multiplying the result by 1,000. CPM helps compare the cost-efficiency of different ad formats.
Brand Recall
As we mentioned before, people usually have to be exposed to a brand or advertisement several times before they remember it. You can measure brand recall using surveys, focus groups, or brand lift studies.
Foot Traffic Uplift
If your goal is to increase foot traffic to a brick-and-mortar location or event, then measuring the impact of your billboards must be done differently than if you’re trying to generate more website visits or online sales. Geolocation tools track increase in visits near billboard locations.
Media Strategy from Greenlight
Do you need help choosing an outdoor advertising strategy? Greenlight can make recommendations based on your business type and campaign goals. Contact us today for a free consultation, no strings attached.
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