Standard, roadside print billboards continue to be one of the most successful means of advertising outside of social media and digital campaigns. While tech companies are madly scrambling to release the first, family-owned driverless car, the reality is that most of us still have our eyes on the road when we’re driving – and that means we see oodles of billboards.
According to B Media Group, who surveyed drivers about the billboards they pass each day, “58 percent learned about an interesting event – the same percentage that learned about a restaurant they later visited. 56 percent saw something humorous they shared with others. 50 percent learned about a store they later visited. 44 percent were reminded to listen to a particular radio station.” (smallbusiness.chron.com).
Also worth noting, more than 1 in 4 of those same survey participants said they’d visited a website, followed social media, and/or remembered a phone number as a result of a billboard they’d passed.
When you consider the average Bay Area driver spends at least 36 to 58 minutes in the car getting to and from work (abc7news.com), your printed billboard sign has the potential to engage with thousands of new prospects each day.
Print Billboards Are Large Poster Advertisements That Work
Essentially, print billboards are huge posters that stand at attention along major roadways, highways, and freeways. When designed well with attractive graphic designs, imaging, and easy-to-read fonts, they are hugely successful advertisers.
Some of the benefits of using billboards to develop brand recognition and education include:
They’re inherently attention-getting
Billboards demand attention because their large format design is impossible to ignore. Your company’s logo, slogans, and contact information are front-and-center in drivers’ gaze, which means there’s no way you can be scrolled up, thumbed down, or thrown away.
Enjoy multiple touches
You love when visitors re-visit a page repeatedly, right? It means they’re learning more about you every time. Well, your billboard is like a permanent website page, printed right out in the open. Plus, it’s the recipient of countless “repeat touches” because most commuters – and child parents/caregivers taking children to/from school – are driving the same routes, repeatedly, day-in and day-out.
The ultimate geographically-targeted advertisement
Your billboards should be designed and printed to engage target audience members, prospects, and clients in their own neighborhoods. This means your billboards are the ultimate, geographically targeted advertising tool in your kit.
Billboards “work” 24-hours a day, 7 days a week
Once it’s up, and you’ve paid your contract fee, that billboard isn’t going anywhere. As a result, you have a perpetually advertising, geography-specific company representative that’s working for you seven days a week, 24-hours per day.
They bring in surprise customers
If you’ve been in business for decades, or you’re a mid- to large-sized company, you probably have your target markets identified in every niche. New businesses, and smaller businesses, don’t always have that luxury – and it’s often too expensive to have marketing gurus do the research for you.
Billboards, on the other hand, serve as a permanent lure. You may find that calls and website hits start coming in from a target market demographic or niche you never identified before. This is remarkable when it happens because it can completely revolutionize your marketing team’s future wording, verbiage, images, and promotions.
Professional Design Tips for Effective Billboard Advertisement
So, now that you’re ready to launch your first series of print billboards, we have some professional graphic design and printing tips for you.
- Flip your poster ideas. Most posters or flyers are designed with portrait layout. Billboards, however, are almost exclusively horizontal. This means you’ll need to re-think the layout. Vertical print and imaging typically require re-formatting to go from an attractive portrait to an equally compelling landscape orientation.
- Play with color combinations. Since billboards live outside, rain or shine, and night and day – you may need to play with color combinations. The colors that look great on paper may look different with fluorescent or LED outdoor lighting, with the surrounding environment, or in a larger print format than normal. We can do mock-ups that quickly display different color balances until you find the version you feel will look best day in and day out.
- Be consistent. That being said, you still want fonts, imaging, logos, and tone to remain consistent across your advertising channels – particularly throughout specific ad campaigns.
- Emphasize white space. Billboards require notably more white space when compared with posters, especially if they’re located on busy streets or freeways where people are passing quickly (assuming they’re not stopped in traffic). White space allows the brain to absorb visual information more quickly – isolating the most important details.
- No white backgrounds. So, think, “yes!” to white space – but, “no!” to white backgrounds, which are bright and distract drivers. Use darker colors or muted colors for billboard backgrounds, combined with high-contrast print.
- Don’t forget the contact info. Contact info should be the most notable thing on the billboard. That way, new calls and website visits roll in from those who’ve seen you once as well as those who have passed you by repeatedly, subconsciously memorizing all of the pertinent details.
Need help designing billboards that will engage and entice your target markets? Contact SpeedPro East Bay. Our decades of Bay Area graphic design and printing experience mean we know Bay Area billboards like the back of our hands – including what works, and what doesn’t, from the 80, to the 580, to the 880, and beyond.