Costs of Billboard Advertising

By Gaebler.com Staff Writer

September 13, 2013

How much does billboard advertising cost? Are the costs of billboard advertising worth the money? Using billboards to advertise your products and services might be a smart move, and billboard prices might be less than you think.

Billboard advertising can be an effective and cost-efficient way for entrepreneurs to spread the word about their products and services. The Outdoor Advertising Association of America estimates that U.S. businesses spent more than $5.5 billion on outdoor advertising in 2003 and is anticipating a healthy increase in 2004. No matter how you slice it, billboard advertising is on the rise in America.

There are a number of reasons for the recent surge in billboard advertising, not the least of which is cost efficiency. Compared to other forms of advertising, billboards are a relatively inexpensive way to get your point across to the general public.

Consider this: A newspaper ad is only good for a day and a television commercial only lasts about thirty seconds. But a billboard ad is working for you twenty-four hours a day, seven days a week.

The cost of billboard advertising ranges from about $700 to $2,500 a month. At that rate, ten billboards could run as much as $25,000 per month. That sounds like a lot of money, until you realize that a full-page ad running for one day in a major newspaper costs about the same.

Advances in technology have also contributed to billboard advertising's cost efficiency. In the past, billboards had to be hand-painted - a time-consuming and costly venture. But with today's computer technology, billboards are designed on a computer screen, printed to vinyl or poster paper, and glued to the billboard structure. The result: Higher quality ads in less time for less money.

Before you jump into billboard advertising for your business, there are a few things you need to understand.

1. The amount of information contained in a billboard ad is limited. If you expect your billboard to convey as much information as a print ad - forget it. It's just not possible. Keep your ads short and catchy. When it comes to billboards think more visuals, fewer words.

2. Billboards are effective, but they do have their limitations. For that reason, (and others), smart business owners view billboard advertising as one part of a balanced marketing strategy. An integrated marketing strategy involving print, broadcast media, and billboards is key for attracting and retaining new customers.

3. Know your market. Since the majority of people who own automobiles are typically more affluent and mobile, billboard ads tend to target middle- to upper-income demographics. It also pays to be aware of the traffic patterns of your target customer base. This will be invaluable in helping you find the right placement for your business' billboard ads.

For more information on billboard advertising in Pennsylvania, Call "The Billboard Guy", Don Mast (814) 660-2012 or email mast@84outdoor.com . 

Six Make it or Break it Rules for Billboard Advertising

Billboard advertising is fun and effective – as long as you follow these six essential rules.

Say It in Six Words or Less

When it comes to billboard advertising, six words is the industry standard. Messages on billboards need to be as concise as possible, and anything longer than six words may start to be too much for drivers to take in as they quickly pass by. It can be very tough to come up with a clever, effective message that short, but it’s necessary for the success of your billboard campaign. The fewer words, the better, so shoot for less than six.

Concentrate on Branding

A billboard is most effective as a branding tool, and it’s much less effective when used as a tool to encourage direct response. Do not worry about adding your business’s phone number and web address to the billboard, because it won’t get much of a response. A billboard is an opportunity to show and build your brand. Unless the phone number or web address is the actual tagline of the billboard, it’s better to leave it off to avoid cluttering up the sign.

Don’t Be Too Distracting

Your billboard should catch the eye of passing drivers; it shouldn’t be so boring that it gets overlooked or isn’t noticed. It also, however, should not be so attention-grabbing that drivers become distracted. If it’s incredibly loud, shocking, demands a lot of attention, or tends to promote gawking, it might be too much as a billboard, and you should tone it down a bit.

Don’t Be Too Confusing

When people drive by billboards, they only have a few seconds to check it out and take in the message. This is why it’s so important to have a message that’s short but also very clear. It’s not a good idea to get so clever that people need to figure the message out. It should be obvious. An unclear, subtle message isn’t going to have effect you’re looking to achieve. The message on your billboard should be simple enough that everyone can get it with just one glance.

The More Billboards, the Better

In a high-traffic area, one billboard can reach thousands and thousands of people. If you can reach that many people with one billboard, consider how many you can reach with two, three, or more billboards. If you really want to build your brand, you should have several billboards to deliver your message. A widespread billboard campaign will make an impression. People who see several of your billboards are going to feel the impact of the message even more strongly.

Show Something Cool

Billboards that are done in 3D, have odd shapes, or use animation are always more memorable than traditional, flat billboards. A billboard is a visual medium, so get creative, and do something that will really stand out and look cool. And remember, doing something 3D isn’t in itself too distracting; it’s perfect. Just be sure to remember that as a whole your billboard should be clear.

M.P. Brown is a sign light maintenance specialist and billboard designer. He works for Icon ID.