Why billboard is so effective in outdoor advertising?
Define effective… From my experience, billboard advertising is a long term investment and more of a branding opportunity for strengthening brand recognition than actually bringing your customers in right now. So, if you mean it is effective in terms of long term brand recognition – then I’d say yeah, perhaps. But there are a lot of elements that can contradict the effectiveness. Depending on your placement, it can be effective because (if it’s by a commuter freeway, for example) commuters see it every day going to and coming from work, or school, or wherever… In this way it, effectively, stamps your message into their mind. However, with so many distractions on the road – are billboards really all that effective? I mean, you’ve got the radio, text messaging on cell phones, other idiot drivers merging into your lane, changing lanes without signaling, etc… Who’s to say your target audience even notices your ad on that billboard?
