Even in the digital era, billboard advertising is still one of the most effective marketing tools around. Being able to invest in such a campaign is an opportunity that you shouldn’t pass up.
However, like any form of marketing, there are certain myths that surround billboards. That may prevent some businesses from taking advantage of this opportunity. So, let’s take a look at some of the myths surrounding highway advertising and see if they hold any water.
“Billboards Are Not Affordable”
One of the biggest myths about billboard advertising is that they’re not cost-effective. It’s true that billboards are more expensive than other forms of advertising. However, they’re also one of the most effective means of branding and generating leads.
Most agencies will be able to find a way to fit your billboard into your marketing budget. Even if they are a bit costly, billboards in Durban make up for expenses with amazing ROI.
“Billboards Are Technologically Inferior”
This misconception is a common one, but as we mentioned at the start of this piece it’s not really true. The reality is that digital billboards can be programmed to display dynamic content that can be updated in real-time.
This means that your message will always be on display and never have to be replaced by another advertiser’s message. Digital billboards also allow you to target specific demographic groups based on their location and interests.
“They Are Non-trackable”
Billboards can be highly trackable as they come with multiple media options. You can use traditional billboards or digital billboards. They can have GPS tracking devices embedded in them so you can see exactly how many times they’ve been viewed.
“They Don’t Reach The Right Consumers”
Billboards can be found in almost every community across the country, from small towns and suburbs to rural areas. And while some locations may see more traffic than others, it doesn’t mean they aren’t worth investing in.
“They Have Low Recall”
The average person spends only five seconds looking at a billboard before moving on to something else. That may not seem like much. But it’s enough time to convert passers-by into customers.
Conclusion
It’s possible that the misconceptions surrounding billboard advertising stem from the allure of having a banner perched atop a busy street. Many people see this as the most traditional form of advertising. Still, its scope goes beyond simply attracting more attention to your business.