The art & science behind billboards
Scott Harkey
Harkey Group
- Part 1 The art & science behind billboards
- Part 2Finding your niche market
Show Notes
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00:00Impact of data analytics and AI on traditional billboard campaigns.Discussion on how data analytics and artificial intelligence influence the effectiveness of traditional billboard advertising strategies.
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00:00Incorporating innovative technologies into billboard designs for audience engagement.Exploring the use of cutting-edge technologies and trends in billboard designs to capture audience attention in the digital age.
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00:00Integrating billboards into omnichannel marketing strategies for enhanced performance.Explanation of how traditional billboards can be integrated into comprehensive omnichannel marketing approaches to improve overall campaign performance.
Quotes
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"Throughout the last 16 years, I've owned and built and bought billboards almost like a rental house business. And about three to four years ago, I got more seriously involved in billboards. I started other small billboard companies." - Scott Harkey
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"Google did a study a few years ago where they said the average American consumer needed to see an ad within 30 days. I think it was 18.7 times." - Scott Harkey
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"The reason billboards are effective is because it just keeps your brand message out there as many times as possible." - Scott Harkey
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“European markets, their percentage of spend of billboards are in the double digits in terms of your percentage of ad spend towards that category. Call it 10, 20% of total advertising going to out of home where in the US market, it's like three to 5%.” - Scott Harkey
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5. “70% of designers make bad billboards. They just don't know how to do it. They're looking at a computer screen. My rule of thumb is print the damn thing out, put it on the wall, tape it up the wall and walk 10 steps back.” - Scott Harkey
Episode Chapters
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02:18Elevator PitchBillboard advertising expertise The speaker recounts his extensive experience with billboards, including founding and managing billboard companies and his affinity for the advertising medium.
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04:46Trend or TrashTech resurgence in out-of-home The resurgence of out-of-home advertising, driven by new technology such as digital networks and DSPs, is confirmed as a significant trend.
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06:13ComparisonDigital vs. traditional billboards Discusses the differences between digital and static billboards, highlighting how digital boards can be more targeted but also come at a higher cost.
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07:51Talk Nerdy to MeBillboard measurement analytics Outlines the challenges and methods of measuring the effectiveness of billboards, including using sales lift studies and specific data sources.
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12:02ComparisonCell phone data measurement Explores the cost and efficacy of using cell phone data to track billboard reach, weighing it against impression-based methods.
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14:30The Secret SauceEffective billboard ingredients Emphasizes key elements for effective billboards, including simplicity, creative use of space, and strong visual contrast.
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16:43StrategyPattern disruption in billboards Discusses strategies for making billboards stand out, including innovative designs and leveraging traffic patterns to enhance visibility.
- Part 1 The art & science behind billboards
- Part 2Finding your niche market
Up Next:
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Part 1The art & science behind billboards
Scott Harkey, Founder and CEO of the Harkey Group, delves into the evolution and effectiveness of out-of-home advertising. Learn about how modern technology is transforming billboard marketing into a more targeted, data-driven approach. Scott also shares his insights on creative strategies, measuring impact, and the power of billboards as media multipliers.
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Part 2Finding your niche market
Scott Harkey, founder of the Harkey Group, delves into the power of niching down and the importance of trust in marketing. Discover the strategies his agencies used to penetrate specialized markets and how focusing on industries like hospitality and entertainment led to unprecedented success. Get insights on balancing broad service offerings with industry-specific expertise and learn which approaches help build enduring client relationships.
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