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The digital billboard is the latest addition to the advertising world, and it’s been causing quite a stir. The boards are like traditional ones except that instead of using paper posters and static images, they use LED screens that can show many different ads simultaneously. But the question is should you stick with tried-and-true methods or gamble on the new hotness? Here are the contrasting factors of digital billboards vs traditional billboards. Learning them will help you decide on an effective advertising strategy for your business.
1. Attracting Clients in Digital Billboards Vs Traditional Billboards
The possibilities for changeable screens, unique effects, stopwatches, and other features are endless with digital billboards. Also, they’re more interesting to look at, as they flash and move around more often. Because of this, they’re better at grabbing people’s attention, and their size is more extensive than most traditional billboards. However, there aren’t many alternatives for these additional frills. Companies trying to reach their target audience should unquestionably take this into account. For instance, studies on commercials and advertisements have shown that younger audiences will have a limited attention span for outdoor advertising.
Digital billboards’ 8-second intervals on a 64-second loop might be the ideal format for delivering a concise message. It will draw attention without giving the observer a chance to turn away.
Older travelers, however, are accustomed to using billboards to break the monotony of the route. An older demographic is more likely to pay attention to you, and they will have an opportunity to see the billboard ad well when they get close before the screen changes. Depending on your potential customer’s age, this might be vital in decision-making!
2. Positioning Choices in Digital vs Traditional Billboards
Just as you should consider potential clients while analyzing outdoor advertising possibilities, where you decide to place your billboard is very important. While purchasing a dynamic digital billboard with all the bells and whistles may seem like a great idea, take some time to assess whether the site is the perfect one for this strategy.
So, where is the ideal location for you to place a billboard ad? Any place with a receptive audience! Long lengths of country road with little to look at, and high traffic zones with bumper-to-bumper traffic or frequent stop lights, will generate captive audiences.
A highway might be the right place for traditional billboards since the cars are moving fast. Motorists can understand what the board is about with just one glimpse. Conversely, the annoyance of someone stuck in congested traffic may lessen if there is anything visually appealing or distracting. A digital LED billboard can provide this. Similarly, a restaurant or store near a normal exit doesn’t want a passing motorist to miss their advertisement when the screen changes!
Again, don’t place a classic outdoor billboard near the LED ones since your message will be challenging to understand and almost certainly ignored, probably from the brightness.
3. Budgetary Choices for Digital vs Traditional Billboards
No lie, digital billboards are pretty costly. While a traditional billboard might only cost $25 – $70 per day, you’d need to spend several thousand dollars monthly on the latest digital technology to be effective.
Therefore, a business must make sure the inclusion of this investment makes sense for the business, even though placement and style will also have an impact on the cost. Investing in digital billboards makes sense if the business attracts more customers through carefully placed marketing. However, traditional billboards might be more sensible if repeat clients and word of mouth generate more revenue for your company.
4. The Flexibility of a Digital Billboard vs Traditional Billboard
Digital billboards, as the name implies, are screens that can display multiple images simultaneously. This factor makes them more attractive than traditional billboards, which have static images. You can instantly change the content on digital billboards since they’re not limited to just one display. Instead, it uses high-definition (HD) screens that can show different advertisements at different times and locations.
For example, if you have several digital billboards in your city and want them all to advertise the same product but during different times of the day or in different areas, you can do this easily on a digital billboard. It’s also a great way to promote sales, special offers, and new products and services. You could also advertise different products across multiple billboards throughout your city at once with just one click of a button — something that would be much more difficult for traditional billboards!
5. Risks Associated With Traditional Billboards vs Digital Billboards
Both digital and traditional methods of advertising can be very costly to maintain. The latter are placed in busy areas, where there’s always the potential for accidents or vandalism. If a business doesn’t have the money to keep up with maintenance and repairs, its static billboard will quickly become an eyesore. Digital billboards are unlikely to get damaged unless you place them at a lower point.
But at the same time, digital displays also cost more to maintain because they need higher quality screens that can handle multiple ads simultaneously without getting blurry or distorted. Additionally, the traditional billboards often rely heavily on foot traffic for views, so if there is a decline in pedestrian activity near the ad, it will go largely unnoticed. However, digital displays with sensors can detect the time of day and adjust the ads accordingly. More people will see your ad when they’re most likely interested in what you’re selling. Follow the digital billboard best practices to make sure you’re utilizing your digital billboard to the fullest.
6. Effectiveness of Digital Billboards vs Traditional Billboards
Both methods are pretty compelling. For one, traditional billboards are more affordable than digital options. You can customize them to better target a specific audience and also place them in strategic locations for maximum exposure. But you’ll always have to hire someone to climb the billboard and change the content. Digital billboards, on the contrary, are more effective since they offer more flexibility. Programmatic advertisers can target specific demographics and rapidly change their DOOH ads on the fly to respond to current events within no time. This gives them a significant advantage over traditional advertisers who must commit to a set of static ads well in advance.
7. Time Ads for Digital Billboards vs Traditional Billboards
One good thing about traditional billboards is you can leave them for weeks or months. You won’t have to worry about sharing the space with anyone else. These boards could greatly benefit if your company primarily relies on strategically planned marketing and promotion. It works incredibly well and is advised for generating word-of-mouth marketing. While employing a digital file to advertise your company in several places can be successful, the ad space might only be accessible briefly. LED billboard owners often sell advertising space to various firms. The ads rotate regularly, and passers-by may only view your ad for a few seconds.
8. ROI for Traditional Billboards vs Digital Billboards
Despite the ads taking only a minimal amount of space, an LED billboard can dramatically boost your business sales.
Although the initial expenditures of digital advertising are higher, the ROI is significantly higher. Compared to most other forms of advertising like television, newspaper ads, or radio, LED billboard advertising will provide you with the maximum exposure for your money.
The world is at a point where most people are trying to fight the effects of climate change. A study by Scenic America has frequently criticized digital LED billboard advertising since they consume too much energy- 30 times more than the usual household consumption.
The boards have been outlawed in certain cities due to their extreme brightness and energy consumption and placed in high-traffic areas with dangerous junctions. So if you’re considerate of the planet, you can go for a traditional board.
So, Which Billboard Is Best for Your Business?
The only answer is that: it depends on your goals and budget. If you want maximum flexibility and the ability to target specific demographics, digital billboards are the way to go. Traditional billboards, on the other hand, may be a better choice if you’re on a tight budget and don’t need to change your ads very often.
Your Best Local, National and International Marketing Agency-True Impact Media
In today’s world, staying ahead of the curve is more important than ever and being as efficient and productive as possible. Many businesses are turning to new technology, including digital billboards. It is the same when it comes to billboards vs social media. For your next OOH campaign, reach out to True Impact Media. We go the extra mile to monitor the ads so you can have a successful business. Contact us for any other clarification. We’re happy to help!
Sources:
Harvard Business Review. When People Pay Attention to Video Ads and Why
https://hbr.org/2015/10/when-people-pay-attention-to-video-ads-and-why
Indeed. How Much Does a Billboard Cost (and Is It Worth It)?
LinkedIn. Increase Brand Recognition and Grow Your Revenue with Digital Signage
https://www.linkedin.com/pulse/increase-brand-recognition-grow-your-revenue-digital-signage-weaver/
azcentral. The Negative Effect of Outdoor Billboards on Nature
https://yourbusiness.azcentral.com/negative-effect-outdoor-billboards-nature-13414.html
