Billboard advertising has been a tried-and-true method of marketing for many years, and one of its key advantages is its location specificity. Unlike other forms of advertising, billboards are placed in specific locations, selected by the business. This allows businesses to target their message to an audience in a geographic location that will drive that audience to visit the business, either in person or online. Let’s dig into why being location-specific is an advantage of billboard advertising.
Location-Specific Advantage: High-Traffic Areas
First and foremost, billboards are strategically placed in high-traffic areas. This means that businesses can reach a large audience with their message. For example, a billboard advertising a new restaurant can be placed in a busy downtown area, where there is a lot of foot traffic and people are looking for places to eat. Similarly, a billboard advertising a new clothing store can be placed near a popular shopping mall or a busy street where people are in search of additions to their wardrobes. By placing billboards in high-traffic areas, businesses ensure that their message is reaching large numbers of people who are in the area, considering where to spend their dollars.
This advantage is similar to advertising on TV during the Super Bowl (though that’s way more expensive). Billboards in high-traffic locations get your message in front of as many people as possible. This is particularly helpful for brands that have mass appeal.
Location-Specific Advantage: Close to the People Who Need You
Next, businesses place their billboard advertisements in specific locations that are relevant to their company. For example, the local gym might decide to place their billboard ads in neighborhoods near their location to make the residents aware of how the fitness facility is conveniently located nearby. Further, the gym can target areas where they expect homeowners and renters to be motivated to join a gym and have the budgets to do so. By placing billboards in specific locations, businesses can ensure that their message is reaching the people most likely to become customers.
This location-specific advantage is like TV advertisements for golf-related products during golf tournaments. The audience is smaller (by far) than the Super Bowl’s audience, but you reach a higher concentration of consumers who may be interested in what your company offers.
Location-Specific Advantage: In the Real World
Finally, billboards are visible 24/7. Unlike other forms of advertising, such as radio, television, or online ads, billboards can’t be turned off. This means a business is promoting their message even when their nearby physical location is closed and when the audience has turned off the TV or the computer. This can be particularly useful for businesses that operate in industries where customers may need to make purchasing decisions outside of regular business hours.
For this location advantage, you might think of billboard advertisements as the “pop-up” ads of the real world. Online, ads pop up to offer you solutions to something you’re searching for. In the physical world, billboards pop into view when you’re in an area where there’s a business that can serve your needs.
Get Your Billboard Ad in Front of the Right People in the Right Place
Being able to select the specific location for your outdoor billboard ad can allow you to target a larger audience than you might otherwise be able to reach. Also, control over the location of your ad can help you to target specific areas where the residents’ and travelers’ demographics match your ideal client. Finally, you keep your business promotion “on” all the time and in a more cost-effective way than advertising alternatives.
If you are looking for an effective, cost-effective, and high-ROI way to promote your business, give us a call and we’ll help you select the perfect location for promoting your business.