Are Digital Billboards Effective? A Guide to Modern Advertising

If you’re thinking about advertising, you might look at those big digital displays, like those massive Times Square billboards, and think, “Do they really work?” The short answer is “yes,” but what is it that makes them work, and how do they compare to their old-school static predecessors? Even further, how can you get the most from your digital billboard ads?

Here, you’ll get the lowdown on exactly how effective these ads can be.

What Makes Billboards Effective for Advertising?

Are billboards effective? And why, exactly?

With so many eyes focusing on phones and digital ads on little screens, billboards actually stand out more than ever. While people might groan about “not another ad” due to something called ad fatigue, those large billboards are more likely to make people think, “That’s interesting.”

Right, so what do the numbers say about billboards’ effectiveness? Well, for one, their reach is amazing—90% of consumers notice out-of-home (OOH) advertising every month, and an equally impressive 85% of people find these ads useful. Not to trash digital ads too much, as they can also be effective, but 40% of people do find them annoying in comparison. 

Meanwhile, OOH Today also found that people are more likely to recall billboards and other OOH ads than their online counterparts. 

So, are billboards still effective in a world of oversaturated media? Absolutely!

How Effective Are Digital Billboard Ads Compared to Traditional Billboards?

Okay, so are digital billboards effective, and how much so compared to their conventional cousins? 

Traditional billboards have their time and place, for sure. They can still serve as long-lasting beacons for brands and offers along highways and in those empty areas where they really stand out. But digital billboards offer potentially even more compelling benefits.

The flashy, new(ish) guys in town offer everything from real-time updates and rotating ads to weather resistance and even weather responsiveness. You’re not stuck with a single image that sits there for months when you go digital.

You can also get really creative with these ads. Just think of how Oreo made its own sugary eclipse in the UK with its digital ad to coincide with 2015’s solar eclipse. Or how McDonald’s was there to reassure you every single minute of the day that, indeed, they’re open 24 hours.

Advantages of Digital Billboards in Modern Advertising

How effective are billboard ads in this increasingly digital era?

Let’s break it down with some clear benefits:

• You can use digital billboards to display multiple ads, allowing for limitless opportunities.
• Digital billboards also use programmatic advertising to allow for dynamic targeting.
• They’re also potentially more cost-effective than other types of ads.
• To top it off, they integrate with online campaigns for some solid brand synergy.

Why Are Billboards Good for Advertising?

Still wondering about billboard effectiveness when it comes to advertising your brand and offerings? Just consider how they stand apart.

First of all, billboards are non-intrusive. People might see airport billboards on their hurried drive, but they won’t get in the way of their rush to catch their flight. If anything, they may just complement the experience as they associate the ad with an exciting trip. They’re very unlike those annoying pop-ups that are more likely to generate the aforementioned groans.

They can also reach diverse audiences in a single campaign, helping you get the most from your ads. Not only that, but they can also maximize the longevity of your brand visibility in high-traffic areas, such as airports or metropolitan areas.

How to Maximize the Effectiveness of Digital Billboards

Think of the billboards you’ve seen and to which you actually paid attention. What made them “pop?” Likely, the ones that come to mind are those with bold visuals that say “look up here,” coupled with concise messaging that taps into people’s emotions. 

Also, consider the location of your billboards. Are billboards effective in areas where they’ll get lost in the environment or in locations where they stick out? Digital billboards are great in those hard-to-reach locations with bold placements to accompany their bold visuals.

If you want to take full advantage of digital billboards for your ad campaigns, Blindspot is here for you. Our platform makes it easy to land the perfect placements on over a million screens using programmatic media buying. We can also make a budget recommendation to keep your ads cost-effective.

Create an account with us and get started with Blindspot today!

FAQs About Billboard Effectiveness

What are the disadvantages of digital billboards?

While digital billboards offer many advantages, there are a few factors to consider:

• Price point: They can be expensive to secure; however, the return on investment can be substantial, given their dynamic content and ability to engage a wider audience.
• Advertising time: While the ads may not display for as long as you’d like, this allows more opportunity for targeted messaging and time to refresh campaigns. 
• Competition: Placements can be extra competitive, but if you’ll be vying for prime real estate in high-traffic areas. Ultimately, this leads to more visibility for the brand.

How profitable is a digital billboard?

How much does a billboard cost against potential profits? Put simply, digital billboards can be some of your top earners. Depending on the size, location, and your ad’s overall effectiveness, you can earn as much as thousands from a single billboard.

What is the success rate of digital billboards?

While the universal success rate of digital billboards isn’t totally clear, the Out of Home Advertising Association of America found that out of the 88% of people who notice OOH ads, a whopping 78% tend to engage with them somehow.

Do billboard advertisements drive customer retention?

Yes, they can. Good billboard ads will keep your brand looking equally good, which can do wonders for keeping existing customers loyal and encouraging repeat business.

What is the ROI of billboard advertising?

You can get some great ROI with the right billboard, with studies finding they can generate an ROI as high as 38% in some cases.