Billboard Ads vs. Digital Ads: A Complete Guide to Brand Awareness Success

We’ve all seen billboards, right? Whether you’re stuck in traffic or cruising down a quiet country road, there they are, screaming for attention. Ultimately, digital billboards vs. traditional alternatives can both build brand awareness. While traditional billboards are just as sound as ever, especially out in the middle of nowhere when a towering advertisement contrasts greatly against a flat rural landscape, digital billboards are basically the cool, tech-savvy cousin of the old-school static ones. They’re everywhere, and for good reason—they get results!

Let’s get into the nitty gritty of digital billboards vs. traditional billboards and which will really click with audiences.

Understanding the Basics of Billboard and Digital Ads

Historically, advertisements were truly static. The static billboard was happy to stand high and proud, whether in the hustle and bustle of the city or the quiet small town. However, times change, and the statically content billboard would eventually give way to its digital upgrade.

Digital is the proud king in today’s advertising world. Just consider the fact that 64% of consumers are more inclined to make a purchase after watching an online video. That static billboard just isn’t as exciting as something alive and moving.

Digital Billboards vs. Traditional Billboards: A Closer Look

Consider the home of digital vs. static billboards: While the static billboard’s natural habitat is often way out in the boondocks, digital billboards find their home in places where eyes are almost always on them.

You’ll find digital billboards absolutely thriving in small to mid-size cities or busy metropolitan areas with dynamic imagery and interactive features, essentially shouting to the world, “Look what I can do!”

Ultimately, the features are what dictate whether to use static vs. digital billboards. 

Static Billboard Features

Our static friend’s advantages include:

• Affordability: The lack of technology and general innovation make static billboards potentially more cost-effective, and they can still get results in the right locations. They say, “I can still get the job done at the price you can afford, right?”
• Long-Term Exposure: Static billboards also sit high and mighty wherever they are, showcasing your message for years while fighting against the winds, rains, and other hardships that come their way.

Digital Billboard Features

If you want to make use of digital billboards with their spicier flavor, here are some reasons to do just that:

• Dynamic Content: Digital billboards can mix things up with dynamic images or videos that attract more people’s attention, especially in those busy, distracting areas where you need your billboard to say, “Hey, hey, buddy. Check this out!” 
• Programmatic Ad Placement: Using programmatic advertising and bidding, you can easily bid for ad placements and instantly display ads where you need them to shine. There’s none of the headache of waiting around for any length of time when buying ad space.
• Instant Updates: While a static billboard would groan and change into a new outfit with the speed of a sloth, a digital billboard is ready to go as soon as you need to update it.
• Measurability: Using camera impressions and in-depth analytical data, you can really see how well your ads are doing without the question of “I guess it’s working?” and shrugs you’d experience more with static billboards.

Digital Ads vs. Billboard Ads: Cost Comparison

You should also consider static billboard cost vs. digital billboards and digital ads. Just how much can you expect to spend to get your message across?

For example, both digital ads and digital billboards take into account cost per thousand impressions (CPM), which will factor into programmatic buying. When it comes to CPM, just think of it in terms of how many eyes are scanning your billboard.

In addition, you’ll need to factor in the costs of monthly or weekly billboard rentals for digital and static billboards. You might also need to factor in print materials required for static billboards.

Okay, okay, let’s talk numbers. So, how much does a billboard cost? Typically, the cost of a static billboard will fall around $250 to $550 per month in rural areas, with costs ranging from $1,500 to $4,000 in small to mid-size urban environments. With digital billboards it’s a lot cheaper than you think. You’re looking at prices starting at about $2 per hour in larger cities like New York.

When weighing static billboard costs vs. digital ads, another powerhouse metric to get you excited is the potential return on investment (ROI). While static billboards might come with lower initial costs, they tend to work best in rural areas and may not give them their all in others. On the other hand, digital billboards might have higher costs but potentially increased ROI because of their ability to engage audiences and boost conversions. The measurability of digital billboards can also help you optimize ad performance based on the metrics you obtain.

Brand Awareness Impact: Static Billboards, Digital Billboards, and Digital Ads

As you decide between a static billboard vs. a digital billboard, what kind of brand awareness can you expect? Just how many people are going to see your ad and think to themselves, “Yeah, I’d buy that.”

Static billboards could have more impact in areas with high vehicle traffic as large-scale, attention-grabbing advertisements. They also work with broader advertising messages and can boost recognition with the right visuals and messaging. 

However, digital billboards and digital ads can help you reach your target audience with more precision using personalized and geotargeted ad placements. In turn, these ads could ultimately drive more conversions, whereas static billboards succeed more in brand awareness. It’s no joke that 70% of commuters recall viewing a digital billboard ad within the last month, as these ads tend to reach more people on regular commutes in certain areas.

Pros and Cons of Billboard Ads vs. Digital Ads

Getting into the ups and downs of ads, let’s put things together in a sleek little table to make things a bit more clear cut. In this round of static billboard vs. digital billboard or digital ads, here is a breakdown of the wins and losses for each:

Advertising Medium	Pros	Cons
Static Billboards	– Exclusivity of ad space for more exposure and recognition – Effective in high-traffic areas with the right visuals – More potential impressions than other traditional advertising channels – Lower initial costs compared to digital media	– Production fees can be steep, making them less flexible if you need to change your ad – Changes will also require wait times – The potential for vandalism or other physical damage and wear
Digital Billboards	– Dynamic visuals that stimulate audiences and stand out – Precise targeting for more personalization and resonance – Less likelihood of sustaining damage than static billboards – The ability to instantly change ads as needed	– Can come with higher initial costs for programmatic buying and high-traffic locations – Ads are only visible for a limited time in many cases – Availability may be limited for highly competitive placements
Digital Ads	– Some physical digital ads can offer interactive media using touchscreens and other features – Ad placements can reach more people for increased recall and recognition – Ads could directly connect with your websites and other marketing efforts for full integration	– Often lack the physical element that makes billboards stand out – Billboard Ads vs. Digital Ads: A Complete Guide to Brand Awareness SuccessThey are more prone to being ignored due to their online volume

Choosing the Right Medium for Your Brand

When considering digital vs. static billboards, whether the more charismatic digital showman or the classical star of the static billboard is best really depends on your needs.

For instance, you can determine which is right for your campaign based on your specific campaign goals, budget, and audience. If you want to glue many eyes to your ad in busy areas while saving money on initial costs, you might benefit from static vs. digital billboard advertisements. If you’d rather effectively target audiences with personalized and dynamic ads in areas with a denser population, you might benefit from the ROI of digital billboards.

You can also integrate static and digital billboard ads with digital ads for a fully integrated strategy. An example here could include a static billboard with a QR code or a link to a particular landing page, while digital billboards integrate with digital ads targeting specific demographics. Think of them as little retrofitting badges helping move your static buddy into the future alongside your digital billboards. 

Want to get the most from digital billboards? Blindspot is here to help. Our platform can connect you to over one million digital billboards all over the country, from Las Vegas billboards to placements in New York City’s Times Square. Create an account with us today and learn how you can create the perfect campaign in less than 5 minutes. 

FAQ: Billboard Ads vs. Digital Ads

What industries benefit the most from billboard advertising?

Really, who won’t benefit from billboards? Just take a look at this surface list of industries that flourish with these ads:

• Healthcare
• Legal
• Entertainment
• Retail
• Automotive
• Financial services
• Hospitality
• Professional services

Can digital ads reach a larger audience than billboards?

Digital ads do have the potential to reach a wider audience than billboards simply because they’re almost literally everywhere today. However, they may not leave as much of an impression as billboards because of said prevalence and ad fatigue.

How can I measure the effectiveness of billboard ads for brand awareness?

Digital billboards enable you to use camera impressions and other metrics to measure how many people see and engage with your ads, providing you with invaluable insights that can inform future efforts.

Which type of advertising works best for local vs. national campaigns?

When choosing between billboard ads and digital ads, you’re often better off using billboards for local campaigns in specific areas, while digital ads are great for reaching national audiences. However, both can be good for either type of campaign with the right approach.

Which type of advertising is more effective for brand awareness?

Billboards are often more effective for brand awareness because of their memorability, as they’re more likely to stand out than digital ads. Physical media like static and digital billboards leave more of an impression on people’s minds in many instances.