The Pros and Cons of Billboard Advertising


Summary: Billboard advertising has been known by many to be one of the oldest, yet effective, forms of advertising. It doesn’t come without its fair share of pros and cons however.

Increasing awareness about a product or a service is something every business incorporates as part of their public image campaign. Doing so can increase the potential of leads, sales, and even notoriety. Billboards have slowly risen to become one of the most coveted advertising mediums. However, as with any type of advertising, there are also costs involved. Here are some of the pros and cons when it comes to using billboards.

The Pros

Billboards are extremely useful in that they are placed in a location where they can be seen. People walk, drive or bike to work every day. Passing your billboard on a daily basis can leave a lasting image in each person’s mind so that they immediately think of your business when they are in need of a product or a service, for example finding custom made outdoor furniture cushions for a new home.

It can also create a visual reference for prospects. Here’s an example. A couple of newlyweds just closed a deal on their new home and are looking to finalize their home with a nice, comfy memory foam mattress. They look up as they’re walking from the supermarket to see the words “The Foam Factory” plastered on the billboard with a bunch of mattresses surrounding the sign, giving it a sort of 3D illusion. Once they get home, that lasting image could potentially make them go online and try to find more information about the company on the billboard. That could be you!

The Cons

One of the hardest things to do with billboard advertising is target a specific market. While you might be able to target a specific neighborhood, you cannot target a demographic that you want. Meaning, your billboard will be seen by people every day that have little to no interest about your products or services.

Many billboards tend to be placed along the road. At best, a person’s exposure to a billboard while driving is one to two seconds. Meaning, the cost of advertising per exposure may be higher than other conventional advertising methods. It all tends to boil down to how you want to allocate your resources.