The art & science behind billboards

# The Art and Science of Billboards in Modern Marketing ## Learning the Billboard Business from the Ground Up Before establishing a successful group of marketing agencies, our guest's journey began with operating a billboard company. Starting in a regional Challenger brand agency, he learned the intricacies of billboards from industry pioneers and honed a deep affinity for out-of-home (OOH) advertising. Over the years, he has built and bought billboards, enhancing his expertise in both owning and buying out-of-home assets. This unique duality allows him to unlock significant value for clients in the OOH space. ## Trend or Trash: Digital Resurgence in Out-Of-Home Advertising The conversation kicks off with a discussion about whether out-of-home advertising is experiencing a resurgence due to new technology. The response is a resounding "trend." The incorporation of digital advertising networks into DSPs (Demand-Side Platforms) like The Trade Desk, Google, and Vistar has made it easier for non-sophisticated buyers to place digital OOH inventory. This integration has led to a more comfortable, targeted, and faster way to buy ads at scale, although sometimes at a premium cost compared to direct buys. ## Analyzing Billboard Effectiveness How do we measure the effectiveness of a billboard? It's no secret that OOH advertising is one of the least measurable forms of media. The primary challenge lies in attributing the effectiveness directly to the giant sign you see by the road. However, it's clear that branding plays a substantial role. When integrated into a comprehensive campaign, adding OOH can result in notable sales lifts. A case study mentioned in the conversation showed that campaigns including billboards could see a 7-20% increase in sales compared to those without. Although the direct measurement of billboards remains tricky, various methods, such as using data from companies like Geopath or employing fully integrated analytics systems, can help provide insights. While some argue that using cell phone data to track impressions is convoluted, the industry is continually evolving with new technologies to improve tracking. ## The Creative Process: Ingredients for an Effective Billboard Creating an effective billboard demands a thoughtful approach. One of the key rules shared is the "seven to eight" principle: incorporating no more than seven to eight elements (like words, images, or logos) ensures clarity and impact. Simplicity, bold colors, and high contrast are also vital for capturing attention. ** Focus on fewer elements to increase clarityn** Utilize extensions creatively to make your billboard stand outn** Ensure strong contrast in colors and fonts to maximize readabilityn** Prioritize brand recall over additional details like URLs or phone numbers The creative process for billboards should diverge significantly from digital or ba er ads. Think big and impactful – leveraging the physical environment and community space to engage viewers effectively. ## The Psychological Advantage of Billboards Billboards do more than just advertise; they lend a sense of legitimacy and visibility to a brand. When high-income or decision-making individuals frequently see your brand in their daily commute, it builds a perception of credibility and prominence. This is particularly advantageous in competitive environments, such as B2B sectors, where medium-tallies can signify a company’s stature. ## Challenges and Opportunities Despite its less measurable nature, OOH offers opportunities for creative marketing i ovation. From projection ads to interactive elements like tu els wrapped in advertisements, the field is ripe for ideas that go beyond the static ba er. However, creative teams often falter by designing billboards like digital ads, missing the nuanced demands of OOH. The key lies in walking ten steps back from a printed design to ensure readability and clarity – imagining the ad as a fast-passing spectacle. ## A Returning Art form In a world dominated by digital metrics and trackable media, let's not forget the simple power of a well-placed, well-designed billboard. It's more than just a sign; it's a powerful amplification tool that requires strategic thinking and creativity to master. Whether you view billboards as a media multiplier, a brand-legitimizing tool, or a creative canvas, the discussion clearly illustrates the enduring and evolving value of out-of-home advertising in the modern marketing landscape.