Billboard Advertising

Advertising with a Digital Billboard

Written by Rayzelle Forrest Young for Gaebler Ventures

Highlights the growing industry of digital billboard ad campaigns. Discusses how to effectively promote your business using this advertising medium.

Digital billboard advertising can be an excellent addition to your business promotion campaign.

This medium of advertising has the potential to be seen by hundreds of thousands of potential customers per day which makes it a very cost effective way to promote your business depending on price. Just recently, this form of advertising has become a popular way to reach a large amount of people. The Outdoor Advertising Assoc. of America (OAAA) reported that there were over 1,400 digital billboards in 2009 along the highways in the United States. This is indication that the digital billboard medium is a rapidly growing industry.

Here are tips to help your get started launching a marketing campaign using this form of medium.

Contact Ad Agency

Outdoor ad agencies usually place their contact information on the bottom of digital billboards. You can also get in touch with city departments to find out who owns what billboard and how you can reach them. Another way to find digital billboard ad agencies is by going to the Outdoor Advertising Association of America's Media Marketplace's web site.

Choose Location

You'll want to choose a location that receives a high traffic volume. This will optimize the exposure of your business and allow it to be seen by a maximum amount of potential customers. You also want to make sure your business is in a reasonable proximity to the digital billboard location. The location is crucial to the success of your billboard marketing campaign.

Sign Your Contract

Your ad contract will specify the length of time the ad will run as well as the cost of the ad. Make sure you read your contract over thoroughly to ensure you are completely satisfied with the contract stipulations. You can expect to pay anywhere from $1200 to $10,000 for your digital billboard ad.

Compose Your Message

Compose a brief and attention grabbing message that will catch the eye of your traveling audience. Your ad display time is approximately 8 seconds which means you will need to create an ad that can be effective in a short amount of time. The recommended word usage is 10 words and no more than 5 words for your headlines. Keep in mind that your ad will be in rotation with about 6 other ads so you need it to be unique. Most digital billboards have static movement which means you should probably provide simple photos with no moving graphics. Choose fonts that can be easily read from a distance. The best remedy for this is choosing bold fonts in rich colors. Don't use colors that are too bright, especially white. White is too bright and tends to blur and make the message hard to read. Following these tips for your billboard advertising should make for a successful marketing campaign.

Rayzelle is an entrepreneur and writer. Based on her experiences as an owner of her own dance studio, she will share her personal tips on being a successful entrepreneur.

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