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Billboard advertising can effectively reach a broad audience and promote your business or brand. However, one of the most common questions when considering billboard advertising is, “How much does it cost?”
The cost of billboard advertising can vary widely depending on several factors, including location, size, duration, and type of billboard. This comprehensive guide will explore the factors influencing billboard advertising costs and provide insights to help you make informed decisions about your advertising budget.
Understanding Billboard Advertising Costs
Billboard advertising presents an impactful way to engage broad audiences. However, understanding the costs involved is crucial for effective budget allocation.
>>Recommended Reading: U.S. Laws Regarding Advertising and Marketing<<
Average Prices in Representative U.S. Cities
Here’s a glimpse into the approximate billboard advertising prices across different cities in the United States:
| City | Average Monthly Cost Range | Factors Influencing Cost |
| New York | $3,000 – $20,000 | Location, billboard size |
| Los Angeles | $2,000 – $15,000 | Prime locations, billboard size |
| San Diego | $1,500 – $8,000 | Location, campaign duration |
| San Francisco | $2,500 – $15,000 | Location, size, visibility |
| Houston, Texas | $1,500 – $8,000 | Location, size, campaign duration |
| Dallas, Texas | $1,000 – $6,000 | Location, size, demand |
| Phoenix, Arizona | $1,200 – $7,000 | Location, size, campaign duration |
| Boston, MA | $2,000 – $12,000 | Prime locations, billboard size |
Factors Affecting Costs
Several elements influence billboard advertising costs:
- Location: High-traffic areas or prime spots often command higher prices.
- Billboard Size: Larger billboards generally come at a premium.
- Campaign Duration: Longer campaigns can impact pricing structures.
- Visibility and Demand: Visibility and local demand can affect rates.
These figures are approximations and can vary due to specific locations, demand fluctuations, and other factors. Consulting with advertising companies or agencies is recommended for accurate and updated pricing details tailored to individual needs.
Average Costs of Billboard Advertising
The cost of billboard advertising can vary significantly depending on several factors. Let’s explore the main factors that influence billboard advertising costs:
Location
The billboard’s location is one of the most significant factors that impact the cost of advertising. High-traffic areas and prime locations in major cities generally command higher prices. A billboard’s visibility and exposure in a specific place can significantly influence cost. For example, billboards located in busy intersections or along highways tend to have higher advertising costs than those in less populated areas.
| Location | Average Monthly Cost Range in Cities | Average Monthly Cost Range in Suburban Towns |
| New York | $3,000 – $20,000 | $1,500 – $10,000 |
| Los Angeles | $2,000 – $15,000 | $1,000 – $8,000 |
| San Diego | $1,500 – $8,000 | $800 – $5,000 |
| San Francisco | $2,500 – $15,000 | $1,200 – $7,500 |
| Houston, Texas | $1,500 – $8,000 | $700 – $4,500 |
| Dallas, Texas | $1,000 – $6,000 | $600 – $3,500 |
| Phoenix, Arizona | $1,200 – $7,000 | $550 – $3,000 |
| Boston, MA | $2,000 – $12,000 | $1,000 – $6,500 |
Size
The size of the billboard is another crucial factor that influences its cost. More giant billboards generally have a higher impact and visibility, which can lead to higher advertising costs. The size of the billboard is typically measured in terms of square footage, such as 14′ x 48′, and the cost is often calculated per square foot.
Table Illustrating how Size Affects The Price:
| Billboard Size | Average Monthly Cost Range |
| Small (8’x16′) | $800 – $2,500 |
| Medium (10’x20′) | $1,500 – $4,000 |
| Large (14’x48′) | $3,000 – $10,000 |
| Digital (Variable) | $5,000 – $20,000+ |
This table outlines the approximate monthly cost ranges for different sizes of billboards. The prices may fluctuate based on specific locations, demand, campaign duration, and other influencing factors. Digital billboards, offering variable content and enhanced visibility, typically command higher costs than static ones.
Duration
The duration of the billboard advertising campaign also affects the cost. Longer campaigns typically offer better rates compared to shorter ones. Advertising companies often offer discounted rates for extended periods, such as quarterly or annual contracts. It’s essential to consider the duration of your campaign and negotiate with the advertising company to get the best pricing for your specific needs.
Here’s a table illustrating how the duration of billboard advertising campaigns can affect pricing:
| Campaign Duration | Average Monthly Cost Range |
| 1 Month | $1,500 – $8,000 |
| 3 Months | $1,200 – $7,000 (per month) |
| 6 Months | $1,000 – $6,000 (per month) |
| 12 Months | $800 – $5,000 (per month) |
This table showcases the approximate monthly cost ranges for billboard advertising based on the campaign’s duration. Longer-term campaigns often lead to negotiated pricing or discounts per month, making them more cost-effective compared to shorter durations. However, these prices can vary depending on location, billboard size, and other factors.
Type of Billboard
Different billboards are available, including traditional (physical), digital, and mobile billboards. Each type has its cost considerations.
Traditional (Physical) Billboards:
Traditional billboards are the classic form of outdoor advertising. They are typically made of vinyl and are erected in fixed locations. The cost of traditional billboards can vary depending on factors such as location, size, and visibility.
The Average Cost of Traditional Billboards:
Small Billboards (8’x16′): $800 – $2,500 per month
Medium Billboards (10’x20′): $1,500 – $4,000 per month
Large Billboards (14’x48′): $3,000 – $10,000 per month
These estimates provide a range of average costs for traditional billboards of varying sizes. Actual prices can differ based on location, visibility, duration of the campaign, and specific negotiations with advertising agencies or billboard owners.
Digital Billboards:
Digital billboards use LED screens to display advertisements. They offer more flexibility and can display multiple ads in rotation. Digital billboards often have higher advertising costs due to their dynamic nature and better targeting capabilities.
The average cost of digital billboards tends to be higher due to their advanced capabilities and enhanced visibility. Here’s an approximate cost breakdown:
The average cost of Digital Billboards can be $5,000 – $20,000+ per month.
Digital billboards offer dynamic content display, higher interactivity, and increased visibility, thus commanding a higher price range than traditional static billboards. The cost can vary significantly based on location, size, audience reach, and the specific features offered by the digital billboard.
Mobile Billboards:
Mobile billboards are mounted on trucks or trailers and can be driven to different locations. They offer the advantage of mobility and can reach specific target audiences. The cost of mobile billboards can vary depending on factors such as the size of the vehicle, duration, and specific routes.
The average cost of mobile billboards, typically truck-mounted or vehicle-based advertising displays can vary based on several factors. On average, Mobile Billboards cost $500 – $3,000 per day.
The cost of mobile billboards depends on factors such as the campaign’s duration, the size and design of the mobile ad space, the location and routes covered, and any additional services provided (such as driver fees or design changes). Pricing structures may also differ based on whether it’s a short-term or long-term campaign.
5. Design and Production Costs
Besides the billboard’s rental cost, design and production costs are associated with creating the advertisement. These costs can vary depending on factors such as the complexity of the design, the use of graphics or images, and any additional features or enhancements. It’s essential to consider these costs when budgeting for your billboard advertising campaign.
Design and production costs can be:
- Design Costs: $500 – $5,000+
- Production Costs: $1,000 – $10,000+
These costs are approximate and can vary significantly based on factors such as the intricacy of the design, whether it’s a static or digital billboard, the need for specialized graphics or effects, and the quality of materials used for production. More elaborate designs or features like lighting for digital billboards can increase these estimates.
Depending on specific requirements or preferences, additional costs can be associated with billboard advertising. These costs may include graphic design services, artwork production, installation fees, and any permits or approvals required for the billboard placement. Discussing these potential costs with the advertising company to ensure transparency and avoid surprises is essential.
| Additional Costs | Average Cost Range |
| Design | $500 – $5,000+ |
| Production | $1,000 – $10,000+ |
| Installation | $500 – $2,000 |
| Permitting and Licensing | $100 – $500 |
| Maintenance | $100 – $500 per month |
| Lighting (for digital) | $1,000 – $5,000+ |
These costs represent average ranges and can vary significantly based on factors such as the complexity of the design, billboard size, location, duration, and specific requirements for each billboard advertising campaign.
How to Determine a Billboard Wow Rating
When considering billboard advertising, assessing its potential impact and effectiveness is vital. One way to evaluate this is by determining a “Wow Rating” for the billboard. The Wow Rating considers various factors that contribute to the visibility and effectiveness of the billboard. Here are some key elements to consider when determining the Wow Rating:
- Visibility:
How visible is the billboard from different angles and distances? Consider factors such as the size of the billboard, its location, and any obstructions that may affect visibility.
- Message Clarity:
Is the message on the billboard clear and easy to understand? The text should be legible, and the design should communicate the intended message effectively.
- Brand Impact:
Does the billboard represent and enhance the brand image? The design and overall aesthetic should align with the brand’s identity and create a positive impression.
- Call to Action:
Does the billboard include a clear call to action that encourages viewers to take a specific action? A compelling call to action can significantly improve the effectiveness of the billboard.
- Target Audience:
Is the billboard reaching the intended target audience? Consider factors such as the billboard’s location and whether it aligns with the demographics and behaviors of the target audience.
By evaluating these factors and assigning a rating to each, you can determine the overall effectiveness of the billboard and make informed decisions about its potential impact on your advertising campaign.
Optimizing Your Billboard Advertising Budget
To make the most of your billboard advertising budget, consider the following tips:
Set Clear Objectives
Before investing in billboard advertising, define clear objectives for your campaign. What do you hope to achieve with your billboard? Whether it’s brand awareness, lead generation, or increased sales, having clear goals will help you determine the best use of your budget.
Research and Compare Costs:
Research and compare costs from different billboard advertising companies or agencies. Request quotes and evaluate the pricing and services offered. Consider factors such as location, size, duration, and any additional costs. Comparing costs will help you find the best value for your budget.
Target the Right Audience:
Ensure that the location of your billboard aligns with your target audience. Consider factors such as demographics, behaviors, and interests. By targeting the right audience, you can maximize the impact of your billboard and increase the likelihood of reaching potential customers.
Design an Eye-Catching Advertisement
Invest in high-quality design and artwork for your billboard advertisement. The design should be visually appealing, straightforward, and easy to understand. Use bold colors, compelling imagery, and concise messaging to capture viewers’ attention.
Monitor and Evaluate Performance
Track the performance of your billboard advertising campaign and evaluate its effectiveness. Monitor metrics such as website traffic, lead generation, or sales to determine the impact of your billboard.
Adjust as needed to optimize your campaign and maximize your return on investment.
How to Choose a Billboard Location
Choosing the right location for your billboard is crucial for its success. Here are three pro tips on choosing a billboard location:
Research
Research Traffic Patterns in the area where you plan to place your billboard. Consider factors such as the number of vehicles passing by, peak traffic times, and specific traffic patterns or congestion points. Choosing a location with high traffic will increase the visibility and impact of your billboard.
Consider Target Audience:
Ensure that the location of your billboard aligns with your target audience. Consider factors such as demographics, behaviors, and interests. By targeting the right audience, you can maximize the impact of your billboard and increase the likelihood of reaching potential customers.
Assess Visibility and Competition
Assess the visibility of the location and any potential competition from other billboards or advertising structures. Look for areas with clear lines of sight and minimal obstructions. Consider the proximity of other billboards and their potential impact on the visibility and effectiveness of your advertisement.
How to Rent a Physical Billboard Location
Renting a physical billboard location involves several steps. Here’s a general guide on renting a physical billboard location:
Research Billboard Companies.
Research billboard companies or agencies that operate in your desired location. Look for companies with a good reputation, experience in the industry, and a wide range of billboard options.
Contact Billboard Company
Contact the billboard company or agency and inquire about available locations, pricing, and additional services or requirements. Provide them with details about your advertising campaign, including the duration, size, and target audience.
Visit Potential Locations:
Arrange to visit potential billboard locations to assess their visibility, traffic patterns, and any potential competition. Consider factors such as your advertisement’s size, placement, and overall suitability.
Negotiate Terms
Negotiate the terms of the rental agreement, including the duration, pricing, payment terms, and any additional services or requirements. Ensure that all the details are clearly outlined in the contract before signing.
Design and Install Advertisement
Work with the billboard company or a graphic designer to create an eye-catching and effective advertisement. Provide them with the necessary artwork and specifications. Once the advertisement is ready, coordinate with the billboard company to install it at the chosen location.
Rental Costs and Influential Factors
| Factors Influencing Rental Pricing | Range of Monthly Rental Cost |
| Location | $1,000 – $20,000+ |
| Billboard Size | $800 – $10,000+ (Traditional) |
| Type (Digital or Static) | $800 – $20,000+ |
| Duration of Rental | $800 – $8,000+ |
| Visibility and Traffic | $1,000 – $15,000+ |
| Demand in Specific Areas | $1,000 – $20,000+ |
This table provides an overview of the average monthly rental costs of billboards and the influencing factors. The actual costs may vary significantly based on location, size, type of billboard, duration of the rental, visibility, demand, and any additional negotiated services included in the rental agreement.
Traditional (Physical) Billboards vs Digital Billboards
When considering billboard advertising, you may choose between traditional (physical) billboards and digital billboards. Let’s compare the two options:
Prices
Traditional billboards are generally less expensive than digital billboards. The cost of a traditional billboard can range from $750 to $14,000 per month, depending on location, size, and duration. Digital billboards, on the other hand, tend to have higher advertising costs, ranging from $1,200 to $15,000 per month.
Effectiveness
Both traditional and digital billboards can effectively reach a wide audience. Traditional billboards provide a static and eye-catching display, while digital billboards offer dynamic content that can be changed and scheduled for different times of the day. The choice between the two depends on your specific advertising goals and target audience.
ROI (Return on Investment)
The ROI of billboard advertising can vary depending on various factors, including the effectiveness of the advertisement, the target audience, and the overall marketing strategy. It’s essential to track and evaluate the performance of your billboard campaign to assess its impact and determine the ROI.
Traditional (Physical) Billboards vs Mobile Billboards
Another option for outdoor advertising is mobile billboards. Let’s compare traditional billboards with mobile billboards:
Prices
Mobile billboards typically cost between $3,500 and $5,000 per month. The cost can vary depending on factors such as the size of the vehicle, duration, and specific routes. Traditional billboards, on the other hand, range from $750 to $14,000 per month.
Effectiveness
Traditional billboards offer a static and eye-catching display, while mobile billboards provide the advantage of mobility and the ability to reach specific target audiences. Both options can effectively reach a large audience, but the choice depends on your specific advertising goals and target audience.
ROI (Return on Investment)
The ROI of billboard advertising, whether traditional or mobile, depends on various factors, such as the effectiveness of the advertisement, the target audience, and the overall marketing strategy. It’s essential to track and evaluate the performance of your billboard campaign to assess its impact and determine the ROI.
| Factors | Traditional Billboards | Mobile Billboards |
| Pricing | $800 – $10,000+ per month | $500 – $3,000 per day |
| Audience Reach | Stationary, specific location | Mobile, versatile routes |
| Flexibility | Fixed location | Flexible, adaptable routes |
| Visibility | Varies based on location | Constant movement, eye-catching |
| Duration | Long-term campaigns | Short-term or event-based |
| ROI | Moderate to high | High (due to novelty and reach) |
| Engagement | Static message | Dynamic content, interactive |
This comparison highlights critical differences between traditional and mobile billboards, considering pricing, audience reach, flexibility, visibility, duration, ROI potential, and engagement capabilities. The choice between the two types often depends on campaign objectives, target audience, and the desired impact of the advertising strategy.
Pros & Cons of Billboard Ads
Billboard advertising offers several advantages and disadvantages. Let’s explore the pros and cons:
- Wide Reach: Billboards have the potential to reach a large audience, especially in high-traffic areas.
- High Visibility: Well-placed billboards can capture the attention of passersby and create brand awareness.
- Brand Exposure: Billboards provide continuous exposure to your brand or message 24/7.
- Targeted Advertising: With careful placement and targeting, billboards can reach specific demographics or geographic areas.
- Limited Message: Due to the brief exposure time, billboards can only convey a concise message or call to action.
- High Cost: Billboard advertising can be expensive, especially in prime locations or for larger billboards.
- Inability to Track Results: Unlike digital advertising, tracking the impact and ROI of billboard advertising can be challenging.
- Lack of Flexibility: Once a billboard is installed, making changes or updates to the advertisement is challenging.
Billboard Examples & Who They Are Best For
Billboards can work for various businesses and industries. Here are some examples of businesses that can benefit from billboard advertising:
- Retail Stores:
Retail stores can use billboards to promote sales, special offers, or new product launches.
- Restaurants:
Restaurants can showcase their menu, special promotions, or unique features to attract customers.
- Real Estate:
Real estate agencies can use billboards to showcase properties, attract buyers or renters, and build brand awareness.
- Events and Entertainment:
Events and entertainment companies can use billboards to promote concerts, festivals, or other special events.
- Automotive Industry:
Car dealerships can use billboards to showcase their latest models, financing options, or special offers.
- Healthcare Providers:
Healthcare providers can use billboards to raise awareness about specific services clinics or to promote wellness campaigns.
These are just a few examples; billboard advertising can be effective for many other types of businesses. It’s essential to tailor the design and message of the billboard to the specific goals and target audience of your business.
Creative Billboard Ideas
**1. Interactive Billboards
Conceptualization: Develop a billboard that connects pedestrians via interactive features, including social media engagement or gaming.
Illustrياتion: A billboard that displays a live social media feed so that passersby can tweet or post and in real-time, see their comments up on the billboard. Alternatively, a billboard can be outfitted with a touchscreen that emphasizes the ad content and encourages interaction such as a game.
Rationale: Creating an active interaction with your billboard advertisement makes the experience memorable and stimulates engagement in social media conversations.
**2. Augmented Reality (AR) Billboards
Conceptualization: Apply augmented reality technology to enhance your billboard ad experience.
Illustration: A billboard from a toy company that, when viewed through a smartphone app, shows the toy coming alive or offers a glimpse into how it interacts with environments in real-time in a 3D setting. Another viable idea could be related to scanned AR content revealing additional material or add-on augmented interaction for the viewing audience.
Rationale: Adding augmented reality brings another layer of digital engagement to traditional ad campaigns, which can build interpretation through more immersive experiences and interactive engagement.
Complementary Digital Campaigns: Create added components of billboard campaigns by publishing your billboard ads in social media and geotargeting sponsored messages to provide a more holistic marketing approach.
**3 Dynamic and Real-Time Content
Concept: Utilize billboards that can be updated to display live data in real-time.
Example: A billboard showing live traffic updates, weather conditions, or sports scores. A classic example of live data on a digital billboard would be a fast-food chain using a location-specific billboard to show real-time wait times at the nearest fast-food restaurant.
Why It Works: Real-time content adds value to advertising because it supplies the consumer with something valuable, increasing the billboard’s importance and making it more interesting to viewers.
**4 3D and Illusion Billboards
Concept: Billboards with 3D elements and optical illusions.
For example, A billboard could incorporate a 3D cutout of a product or a 3D scene that creates the illusion that something is bursting out of the billboard. One suggestion would be a billboard with an optical illusion designed so that the product looks real and interacts with the real world. Some examples could be the inflatable shape of a giant soda can tipping over the edge of the billboard in a blatant “this is spilling on what is below the billboard” type of design.
**5. Scented Billboards
Concept: Adding a scented experience to billboard advertising.
Example: A billboard for coffee would release the smell of freshly brewed coffee or a perfume brand billboard would release a pleasing aroma.
Why it works: Adding scent can elevate the sensation and enhance the memory of the billboard. This sensory experience could result in changes in behavior. Mission accomplished.
**6. Eco-Friendly, Green Billboards
Concept: Implementation of green technologies and materials.
Examples include billboards made from recycled materials and vertical gardens adorning high-street branded retail spaces. A further example would be integrating solar panels to power LED lights and/or digital screens.
Why it works: Eco-friendly billboards provide “green” options (possible ESG scoring potential) or appeal to green-spirited consumers, showcasing a commitment to the future of sustainability.
**7. Augmented Reality, Physically Interactive
Concept: Use digitally enhanced and physical experience.
Example: A billboard has a physical set element, such as a rotating billboard, display, or physical installation, along with an augmented reality experience. An example could be a fashion brand’s 3D mannequin billboard with augmented reality to allow magazine viewers to “try on” clothing in a visual format.
Why it works: By bridging physical and digital interaction, it creates a four-dimensional interactive experience that is engaging, memorable, encourages participation, and can draw attention. Each interaction is not just communicative; it increases model potential possibility.
**8. Billboards Powered by Humans.
Idea: Make the billboard powered or influenced by humans interacting with it.
Example: A billboard that shows its message at play based on the number of people who pass by or the volume of applause. As people gather around a billboard, it displays new product ideas and a plethora of welcoming displays.
Why it Works: The human-powered component makes the billboard an even more animated and encouraging call to action by creating participation and supporting a sense of community.
**9. Community and User-Generated Content.
Idea: Show user-created content from the community.
Example: A billboard showing photos or messages submitted by customers or residents. A billboard might show pictures from last week at a community event, or a company might feature user-generated content from their product.
Why it works: Sharing user-generated content creates a sense of community and participation, which in turn creates a sense of relevance for the billboard.
**10. Charitable and Cause Billboard.
Idea: Make the billboard space charitable or cause-minded.
Example: A billboard about what a charitable organization is doing and calls the community to donate. For example, a billboard might feature an inspirational story about an individual who benefitted from the charity and list a QR code so passersby can donate on their phones.
Why it works: Charitable or cause-minded billboards bring an emotional connection to the viewer, but they also can create positive feelings towards the viewer while supporting relevant causes.
**11. Animated Billboards
Concept: Integrate a physical experience into a billboard design.
Example: A rotating billboard with panels or moving units that alters the visual about the animation. For example, a billboard showcasing a car could have a rotating motion that allows viewers to see the different features or models.
Why This Idea Works: Motion and animation capture attention, and shared experiences offer a sense of community and enjoyment. An animated billboard is more exciting and engaging than a static billboard.
**12. Billboards with LIVE Elements
Concept: Incorporate a LIVE element
Example: A billboard with a live feed from a concert or a recorded repeat of an event. Or a billboard where food or fashion are modeled and performed live. For example, imagine a billboard in a busy city center with a stage demonstration featured on the display or a cooking demonstration of a dish prepared by a local restaurant.
Why This Idea Works: LIVE elements in advertising create an opportunity for engagement and intrigue. Such ideas create urgency and excitement, bringing a crowd to a physical or digital space.
These creative billboard ideas will help you take action to catalyze your advertising campaign. Whether leveraging technology, a psychological experience, or community gaming involvement in an outdoor promotion, utilizing creative content in an advertising billboard strategy can elevate your experience and improve your advertising outcomes.
Famous Billboard Case Studies
Case studies can be a great way to explore how various companies have effectively utilized billboard advertisements. Here are a few of our favorite billboard case few examples with different strategies and results:
Case Study 1: Coca-Cola’s “Share a Coke”
Campaign Objective: Increase customer engagement and foster sales using a personal experience.
Campaign Overview: Coca-Cola launched the “Share a Coke” campaign that substituted the traditional Coca-Cola logo on bottles for the customer’s names and terms of endearment Ex.
“Best Friend” or “Mom” so that an individualized experience is achieved with each bottle. Coca-Cola eclipsed this by creating outdoor displays, of the personalized bottle labels, to promote customer participation in finding their name and posting their experience to their social media platforms.
Campaign Reach: The campaign was widely recognized and replicated in other markets globally, further extending its impact.
Key Takeaway: Personalization and social media integration can enhance the effectiveness of billboard advertising, making it more engaging and relevant to the audience.
Case Study 2: Apple’s Billboard Campaign “Shot on iPhone”
Objective: To showcase the capability of iPhone cameras and generate brand excitement.
Overview of the Campaign:
Apple leveraged billboards to display beautiful photographs taken by iPhone users as part of the “Shot on iPhone” campaign. Billboards helped not only demonstrate the camera capabilities of the iPhone, but the billboards had some level of community involvement by showcasing content generated from real users.
Billboard Strategy:
Location: Predominantly among major cities and tourist areas to ensure visibility.
Content: Beautiful quality images taken by an iPhone user. The billboards listed the photographer and camera settings.
Design: Minimal to no words with high-resolution images to keep the focus on the high-quality photography being achieved.
Outcomes from Campaign:
Reinforcement of Brand Perception: Help to strengthen Apple brand equity for high-quality photography.
Engagement with Users: Increase user engagement by sharing their photography using the #ShotOniPhone hashtag.
Globalization of the Campaign: The campaign expanded globally, allowing Apple to take advantage of the power of billboards in various markets.
Take Aways: Celebrating user-generated content and focusing on visual appeal has the ability to drive strong billboard campaigns that resonate with audiences and help to drive brand attributes.
Case Study 3: Airbnb’s “Live There” Campaign
Objective: To promote Airbnb’s unique offering of accommodations and to promote the idea to “live like a local.”
Campaign Overview: Airbnb launched their “Live There” campaign to differentiate the accommodations they offer compared to traditional hotel experiences by emphasizing local experiences and unique accommodations available through their platform. Billboards showcased offerings located in specific destinations as well as local experiences tied to specific properties.
Billboard Strategy:
* Location: Major cities and airport locations targeting travelers and potential Airbnb users.
* Content: Billboards showcased gorgeous images of Airbnb accommodations, true local experiences with a short compelling tagline.
* Design: Pure visual appeal with focus on vibrant images and short text to emphasize experiences.
Results:
• Increased Brand Awareness: The campaign was successful in increasing awareness related to Airbnb’s unique offerings.
• Increased Engagement: There was a sizable increase in engagement with the Airbnb website and app.
• Market Penetration: The campaign increased Airbnb’s reach into new markets by attracting travelers who were seeking uniquely local or unique experiences.
Key Take-away: Billboards can serve to promote the unique characteristics of your product, helping you align with your target audience’s interests while building brand and engagement opportunities.
Case Study 4: McDonald’s “Famous Orders” out-of-home advertising campaign
Bottom line: Communicate popular menu items and increase traffic to McDonald’s restaurants
Campaign Summary: McDonald’s rolled out the “Famous Orders” advertisement, a series of billboard ads featuring celebrities such as Travis Scott and J Balvin’s go-to meals at McDonald’s restaurants, around their favorite menu items. The campaign created excitement for fans and drove sales by connecting supporters with their favorite entertainers.
Billboard Tactics:
Placement: Placed in high traffic areas and near McDonald’s restaurants
Messaging: Each billboard featured a photo of the celebrity with their favorite meal
Format: Eye-catching yet simple and straightforward. Minimal use of photographs was utilized to connect consumers to the endorser and meal.
Impact: Increased food sales: The campaign massively increased sales of the meals featured.
Increased reach: Beyond paid advertising to the target consumers, the lifestyle component of celebrity endorsement improved McDonald’s visibility and appeal.
Buzz on social media: The campaign created a buzz on social media and ended users and states had shared their experiences with McDonald’s meals, specifically ones featured on the “Famous Orders” billboards.
Key point: Celebrity endorsements – which also doubled as their advertisements are arguably one of the more effective ways to sell or communicate about a brand and drive sales and brand engagement.
Case Study 5: Billboard Campaign “Wrapped” by Spotify.
Objective: To advertise the year-end “Wrapped” feature by Spotify (provides personal insights into listening habits).
Campaign Overview: The “Wrapped” campaign by Spotify features personalized data for the user, including the user’s most played songs and artists of year. Billboards displaying this personalized data and were found in highly trafficked areas, which encouraged the user to share their “Wrapped” results on social media.
Billboard Strategy:
Location: Cities, urban centers, popular music venues.
Content: Personalized data from Spotify’s users, especially users’ top tracks & listening stats, and a call-to-action for the viewer to go online to see their own Wrapped results.
Design: Creative and engaging campaign that is interactive, using Spotify’s branding idenity and visual image appeal.
Results:
Viral Engagement: The campaign generated a significant amount of social media engagement & sharing of personalized results.
Growth of App Engagement: The campaign increased usage of the Spotify app and with the website.
Brand Strengthening: The campaign strengthened Spotify as the “go-to” music streaming service with personalized messaging to users.
Key Takeaway: Engaging and personalized messaging on billboards & outdoor can create user engagement, viral engagement, increased app interaction, and social engagement, while increasing brand visibility.
Thus, these case studies of different companies provide examples of how companies can creatively use billboards to achieve objectives. These examples include everything from personalizing messaging, user-generated content, & celebrity involvement, to interactive campaigns, which illustrate all the creative ways to utilize billboards when executed effectively
Bottom Line
Billboard advertising can be a powerful tool to reach a broad audience and promote your business or brand. While the cost of billboard advertising can vary depending on several factors, careful planning, research, and budgeting can help you make the most of your advertising budget. Consider the location, size, duration, and type of billboard that aligns with your goals and target audience. Design an eye-catching advertisement and monitor the performance of your campaign to assess its impact and ROI. With the right strategy and execution, billboard advertising can be an effective and memorable way to connect with your target audience.
