Getting noticed with outdoor billboards is possible with the right ad campaign and location of the billboard along with a little bit of luck. These are the three elements that make it possible for this mass media approach to reach their target audience.
There are certain elements and ad should possess to get noticed independent of what is being advertised. One of the key elements to a successful ad on a billboard is to keep the message simple. As a guide use ‘keep it simple’. If your message is much longer than that key phrase to 5 words, then it will be too long for anyone glancing at the billboard to read in its entirety.
Along with a simple message has to be an eye catching image. McDonalds uses a picture of the Big Mac to entice people with food. Chevrolet will use an image of the Camero or Corvette to showcase their new line of vehicles so people can envision themselves driving one. This is all about branding the company’s image.
If the billboard has too many images along with highlights like stars with words in it, the message will look like a jumbled mess.
The use of contrasting colors can help the ad stand out from the surrounding items, building or landscape near the bill board. This approach has also been known to get the ad noticed and read. What should be avoided are the fluorescent colors that are so bright they tend to get people to close their eyes and look away.
The simple message should be in large easy to read letters using a simple font. Many people using advertisements for the first time love to use fancy fonts. They are under the impression it will get their message noticed. What actually happens is the font is noticed, but the message is not because at a glance it cannot be read or understood.
By using large letter with enough space between them in a simple plain font is the best way to get someone to easily read the message and get remembered.
For maximum coverage the advertisement requires the placement of the ad in a high traffic area that is known to have the target audience passing by. With over 90% of the US population over the age of 16 and traveling by motor vehicle each month, their patterns are predicable.
This constant flow of traffic by the billboard it will provide coverage 24/7/365. No other means of advertising can claim this. With the easy to read message out there with travelers seeing it continuously, the message will sink in to those in need of the product and services.
Because the traffic pattern is repeated on almost a daily bases as people go to and from work, repeated exposure helps to cement the ad in the minds of those that are constantly seeing it.
Getting noticed is simple. Have a message that is short easy to read in location that is highly visible has the best chance of being remembered. A little bit of luck can also help, but good planning and execution of an advertising campaign is the foundation of getting the word out.