Traditional marketing materials,
such as billboards or print design,
seem to have fallen out of favor with young marketers who would like to see
exactly how much their CPM is or calculate their ROI every day. Though,
billboards in high traffic areas, like NYC’s Time Square or L.A.’s Sunset Boulevard,
are in hot demand thanks to social media and a new realm of hybrid
opportunities.
Looking to make a big impression
that leads to millions of other impressions? If the client is the right fit, a
billboard is often in the mix. A single billboard can have massive social media
potential, one reason why these high-ticket billboards remain central to big
campaigns.
Interaction Between Digital
& Physical
Digital activations can be pegged to billboards in a
wide array of ways, customized to the campaign but following a few basic
patterns. Geotargeting allows certain features, treats or discounts to be
unlocked only when a user or fan stands near the billboard. Contests for fans
or customers who post a selfie with a billboard or wild posting wall and tag
them prove popular. Some clients have expanded on this by having physical
goodies to give away or by inviting special guests on site. We’ve had everyone
from major pop stars to Playboy bunnies hang up posters and attract attention.
These lures are particularly important if the outdoor activation requires
people to go out of their way or to reach the site in a certain limited
timeframe.
Budget
& The Right Partner
Budgeting for outdoor means taking into account
seasonal price variations. One nice thing about billboards: Digital ad prices
are growing rapidly while billboard costs remain relatively stable.
A study by marketing analytics company AdStage found that in the first
half of 2017, the average cost per 1,000 impressions on Facebook increased 171
percent and the average cost per click increased 136 percent. Generally
speaking, billboard prices are not facing this kind of upward price pressure,
and a good partner can get you the best deal possible.
The oldest form of advertising is still with
us and will stay with us. Billboards’ limited real estate, physical
presence and scale make them perfectly adapted to the fickle digital age, especially
when digital and physical advertising play creatively together.
If you’re interested in learning more, check out the
full article over at AdWeek.
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