Print or digital billboard: which is better?

Outdoor advertising in one form or another is necessary for any business, both large and small. Many marketers continue to focus their attention and budgets on online channels, but according to Mediaspace Solutions, the outdoor sector has generated 30% more revenue in recent years.

This growth is due to the fact that people have more time began to be on the street, especially while stuck in traffic jams. For example, according to research by Arbitron Inc., on average, every American spends 20 hours a week on the road (in a car, train or train, which equates to 300-600 km.

But what Is it better to prefer a billboard option, digital or printed? Most likely, the word “better” is not entirely correct to use here. Each option has its own advantages and disadvantages and is optimal depending on the number factors.

Audience attention

< a href="#product_id=485" target="_blank">Billboard advertising is a great way to build or strengthen brand awareness in a local location, and it costs significantly less than television advertising. But digital and print Billboards work in different ways.A digital billboard attracts attention with light, colors and moving images. However, in this case, the image often changes, and you have to share one billboard with different brands, perhaps more recognizable than yours. As a result, you only have 10 seconds, and this may not be enough.

On a traditional billboard, only you are present, there is no need to fight with anyone, and the target audience sees your image for the maximum amount of time. At the same time, printed billboards “suffer” more from the effects of time - images fade, fray, tear - all this negatively affects the brand image . To avoid this effect, you should be careful when choosing a printing contractor and give preference to high-quality consumables.

Placement

Any advertising campaign based on outdoor advertising will be successful if you choose the right place with a lot of traffic. Of course, the better the location, the more expensive the advertising space may be, but such investments pay off quite quickly.

If your products or services are aimed at the mass market, then a digital billboard may be a good choice, since in large In cities, they are placed in the most favorable places.

But the purpose of advertising may be completely different. For example, you are introducing a new product to the market or want to try working with a new target audience - a printed billboard installed in a suitable place for you will work much better.

Cost

The price of advertising is often the determining factor when choosing a medium. Traditional advertising can cost tens of times less than digital billboards, especially if you place a printed billboard in small cities or less populated areas. However, relying only on price is not entirely correct. When calculating and making decisions, it is necessary to take into account not so much absolute financial indicators, but the cost of contact with the audience (depending on traffic) and the rate of return on investment.

Traditional Billboardscan be more effective if the advertising is aimed at long-term use. If you need to frequently change stories or try something new, it may be more advisable to choose digital technologies.

So, both traditional and digital billboards can become an effective promotion channel. However, you need to take into account various factors - campaign goal, cost, location - in order to choose the most suitable option for a particular case.