An effective form of traditional advertising used by companies to build their brand image is advertising on billboards. Despite the presence of social media and online marketing tools, their combination with other consumer awareness methods yields results. However, like any other marketing means, this option has its advantages and disadvantages.
List of Advantages of Billboard Advertising
1. Visibility
Billboards are strategically placed along major roads and highways, increasing the chances of being seen by a large number of consumers throughout the day. Given the number of passersby and drivers on the road, this advertising medium is effective in capturing the attention of the target audience. Moreover, these individuals generally follow the same routes every day. That said, seeing a billboard contributes multiple times to storing messages.
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2. Access to a Target Audience
Since billboards can be placed in locations chosen by advertisers or businesses, it will be easier for advertisers to reach a specific group of consumers to whom they sell their services and products. Billboards can be placed along the road, where potential consumers regularly pass by, for example on highways.
3. Audience Conversion
The strategic placement and unique design of billboards are essential for making sales and converting an audience into instant customers. If a person passing by sees the billboard and suddenly realizes the need to purchase the advertised product, it will be easier for them to drive to the nearest location offering that product. Additionally, it can increase sales since everyone can simply go online after seeing the website on the billboard.
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List of Disadvantages of Billboard Advertising
1. Costs
One of the disadvantages of using billboard advertising is the money a company needs to spend from the moment the billboard is installed until it is taken down. Besides signing a contract with the space owner, other costs include maintenance and repairs. If there are natural disasters like hurricanes that destroy the structure, it won’t be easy. And if there is property damage or injuries related to a damaged billboard, the owner may face legal issues and additional costs.
2. Cause of Distraction
Another disadvantage of this traditional advertising medium is that it can cause traffic accidents. Since billboard manufacturers aim to attract the attention of people who are driving or passing by, they are large and often feature celebrities. Consequently, these individuals tend to be distracted and sometimes have traffic accidents.
3. Traffic-Oriented
Given that the target audience is mobile, billboards should be based on graphics or images rather than text. There are disadvantages related to text. First, potential consumers will not really be able to grasp the message that the advertiser is trying to convey unless they get caught in traffic. Secondly, the limited text that can be hosted may lead to limited information. Thirdly, since the target audience is mobile, the transmission of messages is limited.
Before investing in advertising, it is important for entrepreneurs to know the advantages and disadvantages so they can decide if it is the right path to take.
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