I feel like OOH advertising is a total crap shoot - you just throw your logo on the side of the highway and hope people look up for a few seconds, yet businesses keep on doing it. What are the pros and con’s of billboard advertising? Would love to hear people’s thoughts
A billboard is a high visibility low converting form of marketing. It’s akin to an awareness campaign. Is anyone going to get out their phone and call you while driving? Almost certainly no. But they might remember the name.
These kinds of campaigns are best when you have maxed out the rest of your marketing funnel.
Does your website get a lot of traffic? Does that traffic convert? Are you ranked well on search? Are you leveraging paid ads like Google and social? Do you remarket to your visitors? Do you have regular emails going out to people? Have you tried yard signs or direct mail? How about advertising in cheaper stationary media like phone books and local magazines.
To be billboards come right before radio and TV ads. If everything else is crushing it and you have marketing budget to burn? Then sure give it a try and make sure to do call tracking so you can measure it
But I can promise you any advertising that’s built on “I hope it works” definitely will not work. You want measurements results from a full marketing strategy.