Formulating the marketing strategy for the coming year? Could your business do with a boost in exposure? Launching a new product? Billboard advertising is considered as one of the most effective advertising mediums, especially when combined with other advertising mediums which would offer additional information to potential consumers.

Types of billboards

Billboards come in various formats and sizes. Some of the most popular include:

• Static billboards
• Electronic billboard signs with rotating animated adverts 
• Inflatable billboards
• Mega billboards
• LED billboards with a backlight to convey messages at night as well

Benefits of billboard advertising

Billboards are a beneficial addition to any advertising campaign. Why?

• Maximum exposure: Its massive size makes it a very powerful advertising medium which will reach the masses.
• Wide market: People of all ages and from all ways of life will be targeted on a daily basis.
• Guaranteed audience: With people always on the go, spending more time outside, and commutes being slower than ever, seeing a billboard is unavoidable.
• Brand awareness: Enhancing a company's presence is important to maintain and increase its success. Eye-catching billboards will help boost your company's image.
• Strategic placing: Billboards are generally positioned on busy roadsides and showroom facades which get a lot of traffic.
• 24/7 visibility: Unlike a TV or radio ad which is restricted to a specific time slot, a billboard is always in effect and cannot be skipped or turned off.
• Straightforward messages: It only takes passers-by a few seconds to get the gist of what the billboard is conveying.
• Geographically targeted marketing: Billboards can be placed in strategic junctions which can lead drivers to make a turn and visit your store (especially if it includes directions), thus attracting potential customers and increasing sales.
• Repetitive call for action: When seeing a billboard on a daily basis, it can get ingrained in your memory faster so there's a higher probability that consumers will act on the ad's message.
• Message versatility: In the case of digital billboards, different messages can be conveyed at different times of the day.

Cons of billboard advertising

• High cost: Due to its huge size, billboard advertising is much more expensive than other advertising mediums.
• Early booking: Finding billboard spaces for rent in high-traffic areas is difficult as they are generally booked for months, or even years in some cases. Booking needs to be made way in advance.
• Distracting: Bright billboards may distract drivers, causing unwanted accidents.
• Vague targeting: Unlike online advertising, billboards cannot target a specific group of people.
• Immeasurable results: Effectiveness of a billboard campaign cannot be measured accurately, especially if it was part of a whole marketing strategy.
• Limited information: Billboards generally do not include more than ten words so drivers would need to follow-up with research on their end.
• Brief exposure: Drivers may not have enough time to absorb the information, especially when traffic is moving smoothly.
• Need for recall: Drivers may not be able to respond to the billboard's message instantly.
• Susceptible to damage: Billboards are prone to outdoor elements and vandalism.
• Visibility issues: In dark and stormy days, billboards won't be as visible.

When can billboard advertising be useful?

• Maximising brand awareness
• Announcing special offers
• Sharing job opportunities
• Showcasing a new product or service

Other advertising services these companies may offer

Apart from billboard advertising, certain companies also offer other types of large-format outdoor advertising, such as LED screens, advertising on street furniture, bus shelters and public transport.

Get in touch with one of the local billboard companies today to start turning heads and transforming passers-by into customers. Professional advertising companies will guide you in the right direction and will create an appealing design which will get the attention of all those driving by.

Interested in other advertising options? Explore the range of advertising agencies in Malta and Gozo and start investing in smart marketing solutions.