The American Advertising Federation - Inland Empire Chapter hosted a webinar on February 26th from noon to 1 pm titled "How Billboards Help Local, Regional & National Businesses." The webinar featured Joshua Jimenez, an Account Executive with Lamar Advertising. In today's competitive market, businesses constantly seek new and innovative ways to reach their target audience. While digital marketing has taken center stage in recent years, one marketing strategy has stood the test of time: billboard advertising. Billboards offer a unique opportunity to reach a large audience and make a lasting impression.
Key takeaways from the webinar:
Billboards are not for every business. Billboards are best suited for companies that sell to the general public (B2C) rather than those that sell exclusively to other companies (B2B).
Location and creative are key to a successful billboard campaign. The most effective billboards are strategically placed in high-traffic areas and feature eye-catching designs.
Billboards are a cost-effective way to reach a large audience. Compared to other forms of advertising, such as television and radio, billboards offer a relatively low cost per thousand impressions (CPM).
Billboards can help businesses achieve a variety of marketing goals. Whether you're looking to build brand awareness, drive traffic to your website, or generate leads, billboards can be an effective part of your marketing mix.
The power of location and creative
The webinar highlighted the importance of choosing the right location and creative for your billboard campaign. The right location will ensure that your target audience sees your billboard, while strong creative will capture attention and drive results.
Billboards vs. social media advertising
Jimenez also discussed the pros and cons of billboard advertising compared to social media advertising. While social media offers a low-cost way to reach a large audience, creating high-quality content can be time-consuming. Additionally, businesses are at the mercy of the algorithm, which can limit the reach of their posts.
On the other hand, billboards offer a convenient and effective way to reach your target audience in neighborhoods, cities, counties, and regions where they live and work. There's no algorithm to contend with, and you own the space for the duration of your campaign.
The cost of billboard advertising
One of the most common concerns about billboard advertising is the cost. However, the webinar emphasized that billboards are a cost-effective way to reach a large audience. The average CPM for billboards is between $3 and $18, which is lower than the CPM for many other forms of advertising.
The benefits of exclusivity
Another benefit of billboard advertising is the exclusivity that it offers. Unlike digital advertising, where your ad may be one of many on a page, your billboard will be the only one in its location. This can help your business stand out from the competition and stay top-of-mind with your target audience.
Real-world examples of successful billboard campaigns
The webinar featured several real-world examples of businesses successfully using billboards to achieve their marketing goals. One example was a local plastic surgeon who used a controversial billboard to generate awareness for his practice. Another example was a restaurant chain that used billboards to drive traffic to an underperforming store.
The emotional connection
Jimenez concluded the webinar by emphasizing people's emotional connection with billboards. Billboards are more than just a way to advertise your business; they're a way to tell your story and connect with your audience on a deeper level.
What is your message?
The webinar left attendees with one final question: What is your message? What is the one thing that you want to shout from the mountaintops? Once you know your message, you can use billboards to share it with the world. Q&A
The webinar concluded with a Q&A session. Here are some of the questions that were asked:
Q: Do you include right-handed vs. left-handed reads in your location strategy?
A: Yes, right-handed reads are typically preferred because we drive on the right side of the road. However, left-handed reads can also be effective, mainly if located on a curve in the road.
Q: Is there a point of contact assigned to government agencies or certain cities at Lamar?
A: It depends on the agency or city. Some agencies and cities have dedicated representatives, while others do not.
Q: What factors affect billboard pricing?
A: Several factors affect billboard pricing, including location, size, and format. Additionally, the price of billboards can vary depending on the time of year and the demand for space.
Q: How often should a billboard design or message be updated?
A: It depends on the campaign and the results you see. However, updating your billboard design or message every six months to a year is generally a good idea to keep it fresh and engaging.
Q: Do you see a difference between electronic billboards vs. regular print? Is one more impactful than the other?
A: Both electronic billboards and regular print billboards can be effective. Electronic billboards allow you to change your message frequently, while regular print billboards offer a more permanent presence.
This hour-long webinar was free to American Advertising Federation members. Join the Inland Empire Chapter today to learn about topics such as billboard advertising and advance your skills and career. For more information about billboard advertising in the Inland Empire, contact Joshua Jimenez of Lamar Advertising via email jdjimenez@lamar.com or phone at (951) 616 0031.
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