While we don't think of billboards as prime space in the age of social media, they still have their place in modern marketing campaigns. Out-of-home (OOH) advertising reached eight billion dollars in 2018 and still shows signs of growth. If you're considering billboard design as part of your marketing strategy, Cain & Company can help you get it right.
Begin by keeping some fundamental principles in mind.
We usually think of billboards as very site-specific. While they certainly won't skitter off on their own, there's still a way to make a billboard come to your clients. As Fast Company points out, a billboard with the right content can be very shareable on social media sites like Instagram, Twitter, and Facebook. That can expand your organic reach, putting your message out to many more people than might pass it on the highway.
A thought in closing: one of the advantages of digital media is the ability to receive and use performance metrics as part of your sales funnel. That's often viewed as a shortcoming for billboards, which have traditionally been somewhat like the Yellow Pages; if someone didn't specifically mention they saw your billboard, like your Yellow Pages ad, it was hard to tell whether it was working.
However, that's changing quickly. More tools are becoming available to help with both attribution and ad retargeting, so that a billboard ad has the same attribution qualities and the same ability to "follow" users throughout their day. Each form of OOH advertising needs a means to track, whether it's a special URL or toll-free number, a QC code that can be used to initiate tracking on posters, subway ads, and the like, the use of near field communication and mobile location data, or even a simple hashtag that encourages the discussion to continue online. Use these often and wisely; you can even leverage your content marketing — giving away a case study, a white paper, or something else of use with each call or click — to incentivize these behaviors.
Need help? Cain & Company is here for you. From content marketing for manufacturers to billboard design, social media management, and SEO, reach out to our advertising agency in Rockford, IL for expert assistance.