If you’ve ever wondered about the number of people who actually see billboard ads by the side of our highways, it’s not a chance thing – there’s actually a very organised and reliable method of determining the traffic that passes outdoor signs. And it’s government regulated.
The Traffic Audit Bureau for Media Measurement Inc. (TAB) is a non-profit organization whose historical mission has been to audit the circulation of out of home media in the United States. TAB’s single-minded purpose is to provide standardized, quantitative and valid audience measurement for out of home media – so they aim to continually inform the advertising community with demographically accurate and detailed information of people who have seen out of home advertising.
So when you’re doing your due diligence on a billboard site (location), there is a way of verifying a seller’s claim of the number of impressions the board will get in a given time period. Always check for yourself the claims of the seller.
Billboard Ads Influence Purchases
According to reports by the Outdoor Advertising Association of America (OAAA), over a one month period around seven out of ten people say they have seen outdoor signs and seventy percent say that outdoor signs are likely to influence a purchase. This measurement of the audience is possible through the existence of the TAB. With the audience being measurable, billboard advertising rates become more predictable.
It’s not surprising to hear the report that three out of four businesses using billboards know they would lose sales should they lose the ability to advertise on billboards. (This is information out of a survey of advertisers conducted by Villanova Marketing Professor Charles R. Taylor, PhD.) The average expected lost was 18 percent.
Furthermore, this quote by Mary Cusick, the senior vice president of Bob Evans Farms in Colombus OH, indicates the same : “Decades of experience tell us that the loss of billboards – due to storms, construction or other causes – results in significant loss of sales.”
The truly memorable great billboard ads go down in history and these days they are captured, uploaded and put on social media sites, reported in (other) media and even put on video that covers the world in an instant.
So while the outdoor signs themselves are restricted geographically and demographically, an outstanding billboard advertising message can go much, much further!
If you have any qualms whatsoever about the effectiveness and longevity of the existence of billboard ads, this information should completely reassure you. They are established, they are a valid form of both advertising and revenue and outdoor signs are here to stay.